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Who are Your Cardio Tennis Key Stakeholders? Try this new approach to grow Cardio Tennis fast!
by Mike Woody, TIA Global Cardio Tennis Trainer

May 2014 -- Cardio Tennis Professionals across the country have a significant stake in growing their programs with new ideas and better understanding of customer motivations.      

Not only are there financial implications of growing Cardio Tennis, but this unique fitness experience can boost interest in the overall tennis agenda of your organization. 

First, let’s look at a trend that I’m guessing affects all our organizations.
       
Fit members will gravitate to or demand Cardio Tennis for similarly well-conditioned participants. Less fit members, seeking CardioShape (to get in Cardio shape), will do the same or at least be comfortable with slower directed/less intense Cardio Tennis classes.
      
Meanwhile, the best players – who tend to be competitive – want Cardio Tennis that looks suspiciously like competitive point play.
      
At this point, there’s a question for all of us. Do you want your Cardio Tennis to be member driven or tennis pro-driven?

Before you think, “let’s always give the members what they want,” what if I told you it’s possible to “accelerate” the growth of your Cardio Tennis Program by understanding what happens when you focus on the two key stakeholder groups every cardio class has?  These two stakeholder groups, when appropriately delivered, will raise the bar and get more members excited and interested in Cardio Tennis.
       
“The fit player” and “The best player”.
       
If you make the stakeholder players an offer they can’t refuse because the challenge of custom treatment meeting their needs is too good to pass up, interesting things happen to the others in the group.      
 
Seeing the Fit Player and Best Player in action, the other players will try to play up to that level. They’ll run faster, try harder, and swing with enthusiasm in order to model the stakeholders.
       
Their footwork improves as they race to the ball to get it over the net. Early elements of correct strokes make an appearance. Competitive desire to beat the drills rises.  

Clearly, the stakeholders have boosted the profile of the class to a higher level of engagement, noise, enthusiasm and energy. Great workout guaranteed! New Cardio Tennis buzz is created. More players step up to Cardio Tennis.   
   
Better than a group of low-skilled players, why not infuse the classes with magnet players to raise the bar for everyone?

Clearly, this dynamic comes down to The Promise for the Fit Player and Best Player. 
     
The Fit Player must feel challenged appropriately in the class. Get their heart rate up with advanced Cardio Blasts and multiple ball striking opportunities.  Make sure he/she wears the heart rate monitor to “watch” and measure the heart rate for self-evaluation of the workout. These players need to be assured they are getting a great workout, and of course the heart rate monitor is the best feedback device in the business.
      
The Fit Player needs to feel the intensity to validate the experience. Place them in more challenging starting positions on the court. Assign Cardio Blasts that could be more complex than others in the group are doing. Less skilled but fit players are invited to sprint intervals, hit often, and most importantly use Cardio Tennis Balls. By using a tennis ball that lengthens rallies and forces players to improve first-step quickness, it increases the fun that brings about great heart-pumping fitness.
       
The Best Player gets pumped to play points and they want to be challenged. So here are some pointers: (1) have them play all shots (no matter where the ball lands), (2) start or recover from challenging court positions, (3) pair them with the weakest player (this allows them to lift the others’ play and challenge themselves by working on control and touch  (4) challenge them by giving them limitations such as having them hit one shot in particular (such as hitting all backhands), or hitting everything out of the air. 

Always coach to the highest ability and fitness level! The others will rise to the occasion as best they can. This works even better for the class dynamic when the Best Player is rated 4.0 or above, as the others are motivated to model his or her level of play. Your goal must be to ensure that the Best Player is constantly challenged in order to maintain their interest and your credibility. The Best Player must be tested over and over with multiple balls and very difficult point constructions to believe this promise works.
      
Another way to think of the two stakeholders in every class is to see them as catalysts for the whole group, creating a high-octane atmosphere of heart-pounding, fast-paced action where everyone rises to the play of The Fit Player and The Best Player and loves every minute of it.   
   
I’m not a big fan of same level, same speed, same delivery Cardio Tennis Classes. I am a big believer in the value of interactions up and down the scale of skill in order to give members an unexpected and exciting experience with the potential of their game. I also believe that everyone must get a workout that meets their needs. When you deliver to these two key stakeholder groups you will be creating the best Cardio Tennis Class you can. Also for this to be successful, fill your classes with the ideal of six to eight players, this will allow you to play all the best games and therefore be able to challenge the two stakeholder groups regardless of anyone else’s ability or fitness. (if you have five or less participants it will not be as effective).
 
And you just know, everyone in the tennis experience would like to have “game.” Cardio Tennis can be many things: an improvement accelerator, a super fitness challenge or a path to recruit CardioShape clients for a successful social mixer.     
  
Try the Dual Stakeholder approach to your Cardio Tennis Classes. Take the sameness out of classes by level or style and turn loose the dogs of diversity. It worked for us! Go Cardio Tennis!

 

 
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