Who's on the Court? A Profile of Today's Racquet Sports Player

Who’s on the Court?

A P R O F I L E O F TO D AY ’S R A C Q U E T S P O RT S P L AY E R A R acq ueTrends Report ™ i n p artn ersh i p with LaneTerra lever (LT )

Executive Summary

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The media today is packed with stories about pickleball. Tennis is still alive and well (and growing). Padel is making its way through the U.S. and table tennis remains a staple of recreation centers and dorms everywhere.

Badminton is on the rise. Racquetball tournaments abound. Squash will be a sport in the Summer Olympics in 2028.

As a recent RacqueTrends Report revealed, racquet sports represent a huge opportunity for growth among consumers and the industries that provide courts, apparel, equipment, technologies, and services to them.

But who is playing each sport?

Are people playing multiple sports?

And what are they buying and downloading to improve their gameplay, style, and function?

Experiential event RacquetX teamed up with LaneTerralever (LT), a fullservice marketing and customer experience agency, to produce the first-ever all-racquet-sports study to better understand the answers to those questions. t h e ra cq ue t x. co m

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This first study is directional only.

It provides interesting insights into the current state and future of racquet sports and opens the door to more study.

SOME OF THE KEY FINDINGS INCLUDE: • Tennis is here to stay, with 53% of people reporting it was their primary racquet sport played.

• Many pickleball players (39%) also play tennis.

• Public courts are the most popular places to play.

• Badminton is popular among younger consumers.

• Racquet sports have appeal across all generations and different demographics.

• Most people (76%) play at least weekly.

• 17% of people play daily or multiple times a day.

• Non-sport-specific workout clothes are the most popular player attire.

• Health trackers are the most valued technology, but scheduling and social apps are also popular.

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We asked consumers what racquet sports they play.

PLAY TENNIS

80% PLAY TABLE TENNIS

51% PLAY PICKLEBALL

47% PLAY BADMINTON

39%

99% OF PLAYERS PLAN TO PLAY THE SAME OR MORE IN THE COMING YEAR (56% PLAN TO PLAY MORE!) Of those players, 43% plan to diversify the racquet sports they play regularly.

Women are more likely than men to want to diversify their play (48% versus 36%).

The following pages provide more in-depth insights into the research data, which provides a first glimpse into the behaviors of racquet sports players in the U.S. Brands, court-builders, real estate investors, technology companies, and coaches can use this data to develop more in-depth studies about how they must prepare for tomorrow’s racquet sports consumers and tailor their development, marketing, and sales strategies to meet these consumers’ needs. Pages 18–20 offer some ideas for the next steps. t h e ra cq ue t x. co m

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Background and Research Methodology RacquetX is the company behind the first-ever all-racquet-sports festival.

They also publish content related to the industry via RacqueTrends reports, blogs, and newsletters.

LaneTerralever (LT) is a marketing agency that creates meaningful customer experiences based on deep strategic insights. They have experience conducting leading-edge consumer research across several industries. They have a dedicated team that understands the leisure and entertainment consumer, having recently published reports about the attractions and casino industries in the U.S.

& For more about the teams, see page 21.

The sample size represents a solid cross-section of U.S. consumers of all ages, geographies, income levels, and ethnicities. We slightly oversampled households with incomes over $100K, because that population tends to have the most time and disposable funds for sports activities.

• S URVEY CONDUCTED FEBRUARY 2024 • SAMPLE SIZE: N=506 • U.S. PLAYERS

This study is a cooperative effort between the two companies and is meant to be a springboard for further research and discussion.

• H AVE PLAYED AT LEAST ONE RACQUET SPORT IN THE PAST YEAR

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The Cross-Racquet Consumer Takes the Court!

“

Our findings show that the majority of players enjoy more than one racquet sport. See page 11 for a more detailed breakdown by age.

“The consumer of the future will have a racket in one hand and a paddle in the other.”

”

Robyn Dud a , C o-Founder, Ra c quetX

Tennis players are the most likely to play other sports regularly (four or more times a year).

PEOPLE WHO PLAY TENNIS ALSO REPORT PLAYING: TABLE TENNIS

50% PICKLEBALL

39% BADMINTON

32% RACQUETBALL

23% PADEL

16% SQUASH

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Pickleball players are similar in their playing habits. When they aren’t dinking, they are playing: TENNIS

67%

Join the Team!

Groups & Associations Have an Opportunity

19%

Although racquet sports are inherently social, it is worth noting that a mere 13% of respondents report being a member of a professional association or other membership group.

18%

IMPLICATIONS:

TABLE TENNIS

44% BADMINTON

RACQUETBALL

PADEL

8% SQUASH

7%

THE PEOPLE WE SURVEYED ALSO PLAN TO DIVERSIFY THEIR PLAY IN THE FUTURE.

Close to half will split their time across multiple sports.

43%

DIVERSIFY TIME ACROSS MORE THAN ONE RACQUET SPORT

• Clubs, academic institutions, and public recreation spaces can generate more traffic and revenue by offering consumers multi-sports experiences. We’re already seeing brands cross-sell equipment and fashion for multiple sports.

• Associations and professional groups have tremendous growth potential in recruiting and retaining members and providing them with value-added content (see page 17 about technology and news delivery).

• Venues may consider doing their own in-depth research on their player populations to better understand what sports their target audience is playing, increasing an opportunity for cross-selling and cross-training. t h e ra cq ue t x. co m

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Where Are We Playing?

Public and community courts ranked the most popular venues for racquet sports play, with gyms a distant second.

As noted in the RacqueTrends Report, “Leveling the Court,” some sports have had their roots among the affluent but have been democratized over time.

Starting in public schools and camps, kids are now encouraged to learn team sports, including tennis and pickleball. As they grow into adulthood, they seek out neighborhoods where gameplay is easily accessible.

Locations where people play racquet sports most often: 1 Public/Community Courts (60%) 2 Gyms (14%) 3 Racquet Clubs (11%) 4 Private Country Clubs (10%) 5 At Home (5%) IMPLICATIONS: • A huge opportunity exists for the

private sector to invest in public spaces to make racquet sports accessible to all. We’re already seeing the proliferation of pickleball courts in these areas, as well as in office buildings and shopping malls.

• A s padel becomes more popular

in the U.S. and building costs come down, communities should consider repurposing some of their recreation spaces to incorporate the game.

As with pickleball courts, padel takes up a smaller footprint.

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Age and Income

& Their Impact on Sport Choice Here is where we spotted some of the most interesting directional data and implications for the future of racquet sports. t h e ra cq ue t x. co m

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Everyone is Playing …

With Different Racquets!

IMPLICATIONS: Court builders, communities, and clubs should consider adding both padel and badminton to their offerings as a means of serving the needs of next-generation players.

Padel and badminton are clearly emerging as popular sports among younger populations. Tennis is popular across all generations.

Most Popular Sports by Generation Gen Z

Millennial

Gen X

Boomer

18–27

28–43

44–59

60 +

TENNIS

77%

86%

74%

77%

TABLE TENNIS

56%

58%

49%

35%

BADMINTON

54%

48%

31%

20%

PICKLEBALL

48%

47%

49%

42%

RACQUETBALL

33%

31%

34%

19%

PADEL

30%

18%

15%

3%

SQUASH

15%

13%

7%

2%

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Does Income Matter?

Although tennis, table tennis, padel, and racquetball ranked similarly across income groups, pickleball stands out for its popularity among affluent consumers.

Non-Affluent

Affluent

(INCOME < $100K)

(INCOME > $100K)

TENNIS

77%

4%

TABLE TENNIS

50%

52%

PICKLEBALL

40%

59%

BADMINTON

40%

36%

RACQUETBALL

27%

34%

PADEL

15%

16%

SQUASH

9%

1 1%

Because badminton is currently most popular among younger segments (who are just realizing their earning potential), the fact that it’s more frequently played among a less affluent population is consistent with our other findings.

Credit: On Holiday Pickleball

As we anticipated, the affluent are more likely to play at private clubs and courts.

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Fashion & Equipment Are a Huge Growth Opportunity

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The fashion and equipment industries are building out their product lines and marketing to accommodate the popularity of racquet sports attire – on and off the court.

Clothing, footwear, jewelry, sunglasses, and other accessory options abound.

Tenniscore and athleisure are clear trends, and fashion media now covers what pros and fans alike are wearing, seeking out trends at tournaments and industry events.

However, we spotted something of a disconnect in the data.

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Ironically, most racquet sports players we surveyed say that they wear regular workout attire on the courts.

In fact, 75% of players wear general athletic wear or in combination with racquet-sportspecific wear.

This presents a massive opportunity for brands to market the benefits of sports-specific apparel and shoes to their customers. (e.g. wearing footwear designed specifically for pickleball may reduce injuries).

WHAT PEOPLE WEAR What type of apparel do you typically wear when playing a racquet sport?

43% GENERAL ATHLETIC GEAR

16% SPORT-SPECIFIC APPAREL E.G., TENNIS APPAREL FOR TENNIS

32% A COMBINATION OF RACQUET SPORT AND GENERAL ATHLETIC GEAR

8% RACQUETSPORT-SPECIFIC APPAREL

Millennials are the most likely age group to wear sport-specific apparel, creating an opportunity for targeted marketing.

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What Brands Are Most Popular?

This data is a snapshot of what brands come to mind when we ask consumers about purchase and loyalty.

The top 12 apparel and equipment brands that scored higher than 10% of responses and presented in alphabetical order are:

ADIDAS

LULULEMON

ASICS

NEW BALANCE

DUNLOP

NIKE

FILA

PRINCE

HEAD

UNDER ARMOUR

LACOSTE

WILSON

Most of these may be considered “legacy” brands.

Other brands in the U.S. like Yonex, Babolat, Padeltek, and Mizuno, appeared on the list (5-10% of responses) and have an opportunity to build awareness and loyalty via advertising and events. t h e ra cq ue t x. co m

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Wearables & Phones: Technology Suits Up for Racquet Play Developers are creating and marketing the equivalents of OpenTable, MindBody, and dating apps for the racquet sports community.

DIGITIZING THE COURT

1

2 3 4

Clubs and other recreational spaces can use technology to schedule courts and alert their members about tournaments and weather alerts.

On-court technologies help players practice and keep score.

Health trackers are the most popular among the consumers we polled. They’ve been around for a while, and some of the companies that market the first three technologies are still in their early stages. They are well on their way to building widespread awareness and adoption – but a huge opportunity exists for selling these apps to clubs, court owners, and the consumers who will use them.

RACQUET SPORTS-RELATED TECHNOLOGY RESPONDERS ARE MOST INTERESTED IN USING: HEALTH TRACKER

4 1% SOCIAL NETWORK

18% PARTNER FINDER

17% SCHEDULING

12% Mobile apps enable consumers to find other players near them and keep track of their own personal best scores and play frequency.

NEWS/CONTENT

1 1%

Wearables keep players on top of health statistics and trends. t h e ra cq ue t x. co m

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Opportunities for Growth WHERE DO WE GO FROM HERE?

This study is just the first step toward better understanding the “cross-court consumer” and unearthing opportunities for growth, cross-selling, and product development. We welcome healthy discussion of the results and ideas for future exploration.

In the interim, here are some key takeaways. t h e ra cq ue t x. co m

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KNOW YOUR OWN PLAYERS! Venues (clubs, communities, academic institutions, and court developers) can examine the profile and needs of their own markets with an eye toward providing the types of racquet sports their members want to play. For example, operators and coaches in geographies with younger populations may consider adding badminton, table tennis, and padel to their play options.

THINK FASHION (AND EQUIPMENT) FORWARD! Your up-and-coming brand may be on more players’ backs and in their hands in the years ahead. Focus on selling the benefits of sports-specific fashion. Invest in marketing rackets and paddles that cover all levels and types of gameplay.

Credit: Recreational Habits

Lululemon (which made the brand list) was founded in 1998, which shows that building brand loyalty can take decades. Be creative in targeting your brand to all types of players.

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EMBRACE AUTOMATION

EMBRACE AUTOMATION

Players are becoming aware of new technologies and their functions in improving gameplay, monitoring personal health, and finding playing partners and courts.

Players are becoming aware of new technologies and their functions in improving gameplay, monitoring personal health, and finding playing partners and courts.

TRACK TRENDS

TRACK TRENDS

RacquetX and LT are committed to staying on top of the needs of today’s and tomorrow’s consumers, industry influ

RacquetX and LT are committed to staying on top of the needs of today’s and tomorrow’s consumers, industry influencers, and product and service developers. Continue to attend events and consume reliable media so you can rapidly react to business opportunities and changes.

Credit: Blanca Padel

• Keep an eye on padel • Make “shuttlecock” part of your vocabulary • Look to new construction systems that can reduce the cost of court-building without sacrificing quality • Invest in marketing to those segments that will contribute to the future growth of your venue or brand

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Credits The Teams Behind the Report LANETERRALEVER (LT)

RACQUETX

LT is a marketing and customer experience agency focused on uncovering customer insights, developing seamless digital experiences, and implementing marketing strategies for organizations across a variety of industries. They have a dedicated team looking at the leisure and entertainment consumer across retail, attractions, casinos, restaurants, and food & beverage.

RacquetX is the first-ever festival dedicated to the wide range of racquet sports, bringing fans, players, and industry together for memorable, inspiring, and immersive experiences.

In addition to an annual event, the company produces industry insights reports, a newsletter, and trend blog.

NICK DAN-BERGMAN VP, Marketing & Partnerships, LT

ROBYN DUDA CEO and Co-Founder, RacquetX

NANCY A. SHENKER Content Strategist and Marketing Consultant

LAUREN HILLERY VP, Strategy, LT

JEFF FROMM 5X Author, Forbes Contributor, Sr. Advisor

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Let Us Know What Questions You Have About Racquet Sports!

RacquetX and LT are available to design and execute other types of research that can help you better understand your own target market or product/service sales opportunities.

Subscribe to “Heard on the Court” (the RacquetX newsletter), which will keep you updated on news, brands, and events in our industry. We’ll also alert you to new industry reports and experiences.

Email: concierge@theracquetx.com Web: theracquetx.com

Contact LaneTerralever (LT) to get an in-depth briefing on the research.

Email: info@LT.agency Web: LT.agency