Most clubs launch beginner programs to fill empty spots.

JTCC designed theirs to build long-term participation.

The Junior Tennis Champions Center (JTCC) in College Park, MD, is a 32-court tennis facility serving players of all levels. Like many clubs, it wanted to grow beginner enrollment without discounting core programs or adding operational complexity.

Instead of offering a standalone clinic, they built a structured progression that moved players from an introductory session into ongoing programming.

Over 18 months, that approach generated nearly $400,000 in revenue from a single beginner entry point.

Here’s how…

Step 1: Create a Low-Friction Entry Point

JTCC introduced Learn Tennis Now (LTN) as a beginner program for adults designed to make learning tennis simple, accessible, and affordable.

The promise was clear: go from beginner to player in under a month.

It was designed to bring new players into the club and position them for what came next.

Participants receive:

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

And the entry barrier was intentionally low:

• $59 beginner program
• Bring-a-friend-for-free option
• Simple, mobile registration
• Short commitment format

The goal was not short-term revenue.

It was to bring new players into the club and position them for what came next.

What the Entry Program Produced

Over 18 months:

• 1,455 players registered
• Entry revenue totaled $43,650

That result validated the offer.

But the real value came after the first session.

Step 2: Create a Clear Progression

From the outset, LTN was positioned as the first step in a larger pathway.

After completing the initial program:

• 50% moved on to LTN II
• 727 players enrolled at $80 per person
• That generated $58,160 in additional revenue

This was not a one-time experience.

It was movement to the next level.

Step 3: Transition Players Into Full Programming

From LTN II, players were introduced to the club’s broader programming.

• 40% continued
• 291 players enrolled in additional programming
• Average annual value: approximately $1,000 per player
• That generated $291,000 in revenue

At this stage, these players were fully integrated into the club’s programming structure.

The Total Revenue Impact

All originating from a single beginner entry program.

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

The Cost to Produce It

Over the same 18-month period, the all-in cost for:

• Registration platform
• Digital marketing management
• Ad spend

Was $21,571.

That equals 5.6% of total revenue generated.

In other words, 94.4% of the revenue remained after acquisition and platform costs.

The entry offer was not a discount strategy.

It was a structured growth system.

Why This Matters

This is not about a $59 program.

It’s about lifetime value.

Each beginner registration was not worth $30.

It was worth:

• $80 at the next level
• $1,000 in annual programming
• Ongoing retention and participation

When designed intentionally, beginner acquisition becomes predictable and scalable.

The Funnel Behind the Results

The structure supporting this progression was straightforward:

1. Short video ads on Facebook and Instagram
2. Focused landing page
3. Fast mobile registration
4. Automated follow-up
5. Clear transition into next-level programming

No friction. No confusion. No gaps between steps.