With its annual marquee event – the U.S. Open – now underway, the U.S. Tennis Association has unveiled a new digital coaching platform designed and built by Code and Theory called USTA Coaching. 

The USTA says the platform is part of its plan to grow the tennis community in the U.S. to 35 million players by 2035, up from more than 25 million players currently. 

To support the effort agency Material developed a campaign called “Serve Your Passion” that highlights the new platform. 

The organization said it is its first national membership coaching platform and is designed to help coaches up their game “with the resources, workshops and tools they need to succeed.” 

The platform offers certification, education offerings/workshops and a dynamic peer community.  

By helping coaches boost their skills, the USTA hopes to “strengthen player development, boost participation and deepen the sport’s impact across communities nationwide,” the group stated. 

The USTA teamed with Material for brand strategy and design to align USTA Coaching with the overall USTA brand. The work includes a proprietary typeface, modular design system and branded badging and designation system for the platform.  

The agency also developed the “Serve Your Passion” brand narrative, defined a national go-to-market strategy and created a multi-channel launch campaign.  

The creative casts coaches and players of all skill levels and abilities for the campaign. The approach is designed to put coaches at “center of tennis and the heartbeat of the sport – more than just teachers, but leaders, mentors and motivators.” 

Michael Treff, CEO of Code and Theory, stated: “USTA Coaching is a blueprint for how organizations can use digital platforms to meet users where they are. By blending design, data and technology, the goal is for coaching to be more accessible, more rewarding and more impactful. When you empower the user, in this case, coaches, you elevate the entire ecosystem they serve.”