Adult beginners are one of the hardest groups to reach..

JTCC found 1,455 of them at $14.83 a player.

The Junior Tennis Champions Center (JTCC) in College Park, MD, is a 32-court facility best known for developing junior players. It wanted more adult beginners without discounting its core programs, and anyone who runs a club knows how hard that group is to reach. They aren’t on your email list, they don’t follow you on Instagram, and most of them have never set foot on the property.

JTCC ran the program, and its coaches taught every session. Our part was everything that got a new player from seeing an ad to stepping onto a court: the ads, the landing page and the registration. Over 18 months, that combination turned a $59 beginner tennis program into nearly $400,000 in revenue.

Here’s how it came together.

Step 1: An Offer a Beginner Can Say Yes To

Learn Tennis Now (LTN) promises to take an adult from beginner to player in under a month. For $59, participants get:

• Six lessons (9 hours) with certified coaches
• Racquets provided while they learn
• Free practice and ball machine time
• A complimentary three-week JTCC membership

Registrants can also bring a friend at no extra cost, and that turned out to be the most important part of the offer, since nearly half of all bookings include one. It also means the $59 is usually split between two people, so JTCC collects about $30 per player. That looks like thin revenue until you see what those players went on to spend.

Step 2: Ads That Lead With the Offer

We ran short video ads on Facebook and Instagram, and every one of them opened with the offer: the price, what’s included and the free friend. A lot of club ads lead with the facility, but a beginner doesn’t care much about that yet. They want to know what it costs, whether it’s meant for someone like them, and how to get started.

Every ad went to a landing page built for this one program rather than JTCC’s homepage, so nobody had to hunt for the thing they’d clicked on, and registration took just a few taps. From there, JTCC’s coaches took over, keeping players engaged through the program and encouraging them to continue to the next level.

Step 3: New Players Who Stayed

• 1,455 players registered in 18 months
• 98% were not JTCC members when they signed up
• 50% went on to LTN II at $80
• 40% of those moved into the club’s regular programming, worth an estimated $1,000 a year each

That 98% is the number we’d point to first, because it means the program was reaching people JTCC had never reached before rather than handing existing members a cheaper clinic.

The Total Revenue Impact

The ongoing programming figure is an estimate based on average annual spend, and it makes up about three quarters of the total. Even if you cut it in half, the program still returned more than ten times what it cost.

Learn Tennis Now didn’t just bring in new beginners. It created a clear pathway that turns first-time players into long-term participants. The impact on our program growth has been significant.

Tyler Delaney

General Manager, Junior Tennis Champions Center

What It Cost

Over the same 18 months, the all-in cost of ad spend, the registration platform and our management came to $21,571, or about 5.5% of the revenue it produced. Spread across 1,455 players, that works out to $14.83 to bring in each one, and the ad spend itself was only part of that.

On average, each of those players brought JTCC about $270 in revenue over the same 18 months, counting the entry program, the second level and the ongoing programs many of them joined. That’s roughly 18 times the $14.83 it cost to bring each one in. Getting math like that has less to do with the size of the budget than with having the pieces connected: ads that make a clear offer, a page that turns a click into a registration, and a next step that’s ready when the first program ends.

What the Registration Data Told Us Next

Ad platforms report clicks and “results,” but the useful answers are in the registration data itself, so that’s what we read. Across three JTCC locations and 3,504 participants since April 2024, a few things stood out:

• The friend offer is how the program reaches men. Friends are 67% female, compared with 78% of the people who bring them, which is why the offer belongs in the headline of every ad.
• Graduates want to keep playing socially. Of the registrants who asked to hear about what’s next, 92% wanted social and flex leagues, nearly three times the interest in competitive play.
• Early mornings and weeknights fill. The best College Park time slots average 23 players a session, while weekday midday slots average six or seven.

Each of those findings changes where the next advertising dollar should go, and you won’t find any of them in an ad dashboard.

You Don’t Need 32 Courts

JTCC is a big facility, but the approach doesn’t depend on size. At its Chantilly location, Learn Tennis Now runs in groups of 12, and in 2026, 13 of the 20 time slots there filled to the last spot while the average session nearly doubled in a year.

If your club has a few open court hours, you can run the same play: a beginner offer priced so the decision is easy, a next step that’s ready before the first program ends, and ads and a registration page that connect the two without losing people along the way. Start with one program and a modest budget, judge it by who actually registers and pays, and grow what works.

Want to Know What Your Ads and Pages Could Do?

Whether your ads aren’t producing registrations or you’ve never run them because you weren’t sure where to start, we’ll look at it with you. Book a free landing page audit, and we’ll walk through your page, your ads and your registration flow together on a 30-minute Google Meet, then tell you what we’d fix first.

Book Your Free Landing Page Audit