SPORT and tennis is competing with many other activities for good talent . We have to do well in these events and provide the kids with aspiration to choose tennis as their sport . It is great non-contact exercise , highly social , attracts girls and boys alike . These are great values but we haven ’ t been very good at taking away the barriers . One of these is access to facilities and their cost . Second , the governance of tennis worldwide is very complicated . Third , I don ’ t think we are doing enough innovation . Those are three things we absolutely have to resolve or we ’ ll become a sport of low participation and dwindling relevance .”
Tennis is well behind when it comes to data capture and analysis . It needs to take lessons from retail and use technology to find out about its consumers and what they want , just as they do in the shopping Sport . “ If we can do that we can adjust our programmes and products to suit them . We need to match today ’ s technology and behaviours so you can use your mobile phone to book a court , communicate with your partner , pay direct , show up and have the gate open for you .”