What makes a successful Tennis Academy? Part 2 - Where do you want to be?

Updated: Sep 4, 2020



Last month we looked at: - What makes a successful Tennis Academy? Part 1 – what do you want?

Just to recap my May ’20 blog – https:// www.topspinsa.com/post/

“So, what does a successful coach look like? I guess it all depends on the way you look at life and what you value. Words like “a great coach” or “a much-loved coach” or “a happy coach” comes to mind. What is your definition of the above? And how would you measure if you have achieved it?

If you choose to be “a happy coach” you could end up a “much-loved coach” with multiple students, which in turn makes you a successful coach. Or you could be called “a great coach” due to your technical abilities, but without being loved by your players, which could or could not make you happy – although outwardly successful… So, ultimately, I believe that your definition of what kind of Tennis Coach you want to be will greatly influence your vision and strategy for your Tennis Academy.

Remember your academy remains a business and all businesses need to be managed effectively with a vision, mission, strategy, and action plan to achieve your goals.”

It is so important to decide what you want and follow this as a guideline for your academy! As I have said before, it is the way you look at life and what you want out of life that give you purpose. What is your purpose?

So, Purpose is about defining who you want to be, what difference you can make and what your Tennis academy stands for. The next step is to simply put your ideas onto paper. By clearly defining your Vision, Mission, Strategy and Action plan you will help your team understand:

  • What you are trying to achieve

  • How you are going to achieve it

  • How you are going to measure it to track if you are achieving your objectives.

Not only will this help to motivate your team, but it will also enable them to make decisions independently.

Purpose, mission, and vision statements have some grey areas, and everyone have their own ideas about what it means. The way to success is to not merely “have” a written Mission and Vision statement, but to actually believe in it and “be” it – thus to have the will to execute what you believe in! If you don’t believe in what you have construed, don’t even waste your time on it because it will not work if you don’t consistently follow it yourself. I love the following as a simple guideline to a very confusing topic:

This is probably the most logic and practical summary on one page - Reference - https://www.aespire.com/

Remember the saying “be careful what you wish for”, well purpose is very much the same. Purpose is the WHY? Purpose is the reason you want to do something or make a difference to guide you in your decision making. Purpose is what you measure by the impact you have on others. Your purpose to have an academy could be (to be stinking rich, to be a happy person, to have a balanced life, to be good to others, to develop kids, to be the greatest no matter what), or whatever reason important to you, but it’s easy to see how these can and will influence making decisions in your business.

Once you have decided what your purpose is, you can start asking WHAT?” I advise following a 4-step approach to put your ideas to paper and this is probably the single biggest step to start, re-evaluate or improve your business/academy:

  • Step 1 – Mission statement

  • Step 2 – Vision statement

  • Step 3 – Revised Business Plan & Strategy (I’ve combined step 1 and step 2 in this BLOG, assuming that you have an existing business)

  • Step 4 – Action Plan to make it all happen and continuous evaluation of achievements

Remember, Keep it Simple – The reason why I start off with the Mission statement is that it is focused on the present and is actionable NOW.

MissionA mission statement is a simple statement that explains your tennis academy’s goals, and how you operate. It’s a summary of what your business does for its clients, employees, and owners. As I mentioned, it’s focused on NOW and it is immediately actionable.

  • What do we do?

  • Who are our customers?

  • What benefit/service do we provide?

  • How do we get there?

You should write a mission statement if you want to identify your business objectives and you want to get your employees, investors, and clients to understand what your academy is all about.

Vision - A vision statement is more inspirational or motivational. It focuses on the future and is more aspirational:

  • What do we plan or hope to be? What are our Goals for our business/academy?

  • Where do we want to be in 5 to 10 years?

In short: The mission is the “what” and the vision is the “where and what you want to be.” And remember your purpose - your whyshould guide you. Many organisations even include the purpose in their Vision statement.

The strategy and action plan represent the “detailed HOW”.

The following memorable and distinct vision statements may inspire you to write your own.


Here are examples of a few:

  • · Amazon: "To be Earth's most customer-centric company where customers can find and discover anything they might want to buy online."

  • · Ben & Jerry's: "Making the best ice cream in the nicest possible way."

  • · Google: "To provide access to the world's information in one click."

  • · Habitat for Humanity: "A world where everyone has a decent place to live."

  • · Hilton Hotels & Resorts: "To fill the earth with the light and warmth of hospitality."

  • · IKEA: "To create a better everyday life for the many people."

  • · LinkedIn: "Create economic opportunity for every member of the global workforce."

  • · Oxfam: "A world without poverty."

  • · Samsung: "Inspire the world, create the future."

Ok now we have a mission (answers to these questions):

  • What do we do?

  • Who are our customers?

  • What benefit/service do we provide?

  • How do we get there?