Scott Mitchell

Scott has been an Executive Director of Tennis with 30 years’ experience at private clubs, public facilities, and resorts.

Scott is considered an industry leader in first-class facility management, junior and adult coaching, and program design and implementation. 


As CEO, Premier Tennis Consulting providing innovative and profitable solutions for clubs/facilities and professional tournaments. He has been involved in some of the largest and most prestigious facilities in the U.S. and many of the worlds’ leading professional tennis tournaments. 


He is married to Ashley a former Florida State University player and ACC doubles champion and they have 3 children, Brady-11 and girl/boy twins, Brooklyn and Cason, 8 years.

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Time to Adapt and be Innovative

By Scott Mitchell

Over the last several months you have read my articles relating to management and thinking differently to continue to grow.  In some cases, we will need to be doing things completely different than in years past.  I have heard from so many clubs that are having great results and seeing an increase in revenue over the past years.  This is great news but you should also use this as a time to plan.  Why plan?  At some point, your customers will again have additional options to spend their time and resources.  When that happens have you spent enough time and thought behind your people, products, and processes, and what makes you different?  Things will return to whatever normal will look like.  Other activities will become available again so let us prepare and plan now, for when they have options.

I routinely share with facilities and professionals this saying… Long after our members have left our tennis courts, they won’t necessarily remember what we said during their lesson or encounter, but they will ALWAYS remember how they were treated.  You have heard plenty from me around Customer Experiences and it is something I feel strongly about when it comes to growing your business and having a differential that sets you apart.  We need to be willing and able to adapt and change and not be stuck in our ways.  We all know what happened to Blockbuster.  They had the opportunity to adapt to the changing environment, but they continued down the same road and become irrelevant and out of business.  On the flip side, we also know what happened to Amazon.  Amazon originally sold books but also had a change in the environment and adapted and embraced the challenge to change and is now one of the biggest, most powerful companies in the world.  We have the same opportunities upon us now.


It is time for all of us to adapt and look at fun new ways to engage with future and current customers and fans of the game.  Especially now, in this new environment, where we may or may not have customers engaged like before.  If you are a manager or Director, this is the time to have your team offer up unique, out of the box ideas that might engage people in a different way than ever before.  One recent example for me, I partnered with Mike Barrell and Evolve9 to host the first of it is kind, virtual global It’s My Game Kids Tennis Conference,  We wanted this to be like no other conference before in a variety of ways, but the biggest challenge was that we wanted it to truly be global.  The only real way to make that work is to have several moving parts that had pre-recorded presentations, regional opportunities for live conversations and as many opportunities to view content during an individual’s downtime but still have a connection with everyone else.  There was way more to it than just this but the point being, we had to think differently to make this happen.  The result was that it was a huge success with almost 300 coaches from around the world and the feedback has been amazing.  It was so successful, that we have now kept it open to anyone still wanting the content until next August! There are new things coming out this month, and this will continue to happen from this first conference that all started with Mike Barrell telling me, “we need to think differently”.


At Premier Tennis Consulting we work with clubs, facilities, and tournaments daily to come up with some new creative ways to bring people into tennis.  We also do this each day with the tournaments we manage around the U.S.  This is one of the biggest reasons we have partnered with TennisONE as we wanted to be sure that we could engage with our tennis fans in a whole new way.  If we aren’t able to have fans in the stands, are we still able to put on an event that will engage fans and others to come and join us not only for tennis but for a sense of belonging? 


We need to put the Experience back into everything we do.  What makes your programs, clinics, facility, and staff different than anyone else?  Why should a customer come and spend their money and time with you over someone or something else down the street?  It comes down to being able to adapt to our changing environment, and having the willingness to be innovative, think outside the box and do things differently!  Let's be the Amazon to the tennis industry and thrive for years to come.

Contact Scott