One in four UK tennis facilities has seen participation drop since the pandemic. Meanwhile, four new multi-court padel venues received planning approval in a single news cycle — in Nottingham, Bury, Cleethorpes, and Melton. These aren't London postcodes. Padel is no longer an urban trend: it's arriving in your catchment area, and it's competing directly for your members.
This week the Tennis Industry Association UK (TIAUK) holds its Spring Forum in London, with padel's financial impact on traditional court sports sitting squarely on the agenda. If you run a tennis club and you haven't registered to attend, it's worth noting that the industry is actively debating a question you should already be asking yourself: is padel cannibalising your revenue — and what are you going to do about it?
The Numbers Are Too Big to Ignore
A recent Leisure DB report makes the picture clear. The UK padel market has more than doubled in two years, with 188 operational sites and 96 more in the pipeline. Critically, over three-quarters of new courts are being built indoors — which means year-round availability, consistent income, and a strong value proposition for members who are tired of booking around British weather.
Tennis, by contrast, remains largely outdoor and seasonally fragile. One facility in Hounslow reported a 27% drop in tennis participation compared to pre-pandemic levels — at a site that has since begun its own transition to padel courts. That's not an outlier; it's a signal.
For tennis club operators, the uncomfortable truth is this: padel isn't just growing alongside tennis — it's actively recruiting from the same demographic. Members who want social sport, short games, and a lively club atmosphere are finding padel fits that description better than a traditional club that hasn't updated its offer in a decade.
Should You Add Padel — or Double Down on Tennis?
This is the central strategic question, and there's no single right answer. But there are wrong ones. Ignoring the shift is one of them.
The case for adding padel
If your club has underused land, an ageing car park, or an outdoor hard court that books poorly in winter, padel could be a revenue-generating addition rather than a replacement. Several UK tennis clubs are already finding that padel courts supplement membership income and attract a younger demographic who then cross-sell into tennis coaching programmes.
The key phrase here is "addition, not replacement." Padel converts best when it's positioned alongside tennis — giving your club two compelling reasons for a member to stay, rather than leave for the padel-only venue opening down the road.
The case for specialising in tennis
There's also a credible argument for leaning into what makes your club genuinely different. High-quality courts, qualified coaching, a strong competitive programme, and a tight-knit community are things a brand-new padel venue can't replicate overnight. If you have those, they're worth protecting and promoting.
But here's the risk: a specialisation strategy only works if your target market can find you. If your club relies on word-of-mouth and a website that was last updated in 2019, new padel venues with modern digital marketing will out-compete you for the next generation of joiners — regardless of the quality of your offering.
The Real Competitive Threat Is Marketing, Not Just Courts
The venues taking members from traditional clubs aren't always better facilities. They're often just more visible.
New padel venues are typically built with a digital-first commercial model from day one. They run Meta Ads to postcode-level audiences, retarget website visitors, and use automated CRM sequences to convert enquiries into memberships within 48 hours. Traditional clubs, meanwhile, often rely on a Facebook page and an email newsletter to a database they haven't cleaned in years.
This gap is where tennis clubs are losing ground — and it's where the most immediate opportunity lies, regardless of whether you add padel or not.
What good digital marketing looks like for a tennis club
- Targeted paid social: Meta Ads aimed at adults 28–50 in your catchment area, with creative that shows real people playing, not stock photography
- Google Ads: Capturing intent-driven searches like "tennis club [town]" or "tennis lessons near me" — search terms with high commercial intent that your competitors may not be bidding on
- CRM with automated follow-up: When someone fills in your membership enquiry form, a prompt, personalised follow-up sequence makes the difference between a booking and a bounce
- WhatsApp for club communications: Members who feel engaged and informed are less likely to defect to a shiny new alternative
The LTA's record 3,000+ nominations for its 2026 Awards — the highest in eleven years — shows strong grassroots engagement with the sport. The appetite is there. The challenge is making sure your club captures it before a competitor does.
What to Do Before Summer
The next three months are your critical window. Spring and early summer are when prospective members are actively looking for clubs to join, social sport options are top of mind, and decisions get made.
If you haven't reviewed your paid advertising in the last six months, now is the time. If your CRM is a spreadsheet or a mailing list you inherited from the previous secretary, now is the time to change that. And if you're seriously weighing up a padel addition, the TIAUK Forum — and your local planning authority — are the right places to start getting informed.
At Ace Rally Media, we work specifically with racquet sports clubs across the UK — tennis, padel, squash, and pickleball. Whether you need help with Meta Ads, Google Ads, or a full CRM setup via Rally AI, we understand the competitive landscape you're operating in. If you'd like a straightforward conversation about how your club is positioned heading into summer, get in touch.