Foundation Tennis

What Foundation Tennis does

Foundation Tennis (legal entity Foundation Sports Systems, LLC) is a US-based vertical SaaS company that provides tennis club and facility management software. The company was established in 2017 when founder Charlie Ruddy, who had previously built the TennisConnect system under a 2004 contract with the Tennis Industry Association, rebuilt the platform from the ground up alongside co-founders Jaana Gilbert and George Kustas. Headquartered in Cohasset, Massachusetts with a secondary Cambridge office, the company operates with a lean team of 1–10 employees.

The core product is the Foundation System, a cloud-based platform built on Microsoft Azure that provides court scheduling, class enrollment, member management, payment processing via Square POS integration, outbound group email marketing and push notifications, and a tennis-themed website builder with hosting. A consumer-facing mobile app, PlayTennisConnect, enables players to register, book courts, enroll in activities, make payments, and receive invitations. The company also delivers white-label and branded mobile apps for individual tennis facilities, a tennis-specific CRM, and professional implementation services covering data conversion, go-live management, SEO, analytics, and Google My Business setup. Compliance certifications claimed include COPPA (for public parks), GDPR, and CCPA.

Foundation Tennis generates revenue through annual SaaS subscriptions to the Foundation platform, multi-year professional services contracts for implementation, and mobile app store distribution. The go-to-market is sales-led via phone-based consultation, supplemented by a self-serve demo club (myfavoritetennisclub.com) and app store listings. The company targets six distinct segments—Community Clubs & Associations (primary), Public Parks, Private Clubs/Country Clubs, Commercial Indoor Tennis, Point Solutions buyers, and Seasonal Operations. The business is bootstrapped and founder-controlled with no disclosed institutional investment, pricing tiers, or revenue figures.

Name

Foundation Tennis

Legal name

Foundation Sports Systems, LLC

Website

https://foundationtennis.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Foundation Tennis (Foundation Sports Systems, LLC) provides cloud-based tennis facility management software—including court scheduling, class enrollment, Square-integrated payments, and white-label mobile apps—to community clubs, private clubs, public parks, and commercial tennis operators across the United States.

Ownership category

akta.pro rank

Product category

Tennis Facility Management Software

NAICS

Fitness and Recreational Sports Centers (713940)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Tennis & Racquet Sports Facilities (MPAKAEAE)

akta.pro secondary industry

Tennis & Racquet Sports Clubs (Tennis, Padel, Pickleball, Squash) (MPAKABAF)

Keywords

• Tennis club software
• Court scheduling platform
• Sports facility management
• Tennis booking system
• Club membership administration

Headquarters

HQ city

Cohasset

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Software Subscription (SaaS): Ongoing subscription access to the Foundation platform including court scheduler, class enrollment, payment processing, messaging, and web site hosting. Customers reinvest early phase gains into subsequent phases over time.
2. Professional Services: Implementation services including software setup, data conversion, go-live management, app implementation and personalization, Square POS training, web site design, SEO, analytics setup and training, Google My Business implementation.
3. Mobile App Store Revenue: Branded/white-label mobile apps for tennis facilities distributed through iOS App Store and Google Play Store

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels4 records

Core offering

Foundation Tennis sells a cloud-based tennis facility management SaaS platform (the Foundation System) and a consumer-facing mobile app (PlayTennisConnect). The platform provides 24/7 online court scheduling, camp and clinic enrollment, integrated payment processing via Square POS, outbound email and push notification marketing, website design and hosting, and branded or white-label mobile apps for clubs. It is sold on an annual subscription basis with optional professional services for implementation, data conversion, and go-live support.

Product overview

Foundation Tennis offers a unified platform-plus-modules architecture built on Microsoft Azure cloud. The core Foundation System serves as the central management platform, with the PlayTennisConnect mobile app providing consumer-facing access for players. The platform includes integrated modules for court scheduling, class enrollment, payment processing, group messaging, and website hosting—all designed specifically for tennis facilities. The product suite also encompasses branded/white-label mobile app development services and professional implementation services to support deployment.

Differentiator

Problem solved

Functional benefit

Products and services

• Foundation System Cloud-based tennis facility management SaaS platform providing court scheduling, camp and clinic enrollment, member administration, integrated payment processing, group email and push notification marketing, website hosting, and a built-in tennis-specific CRM. Sold on an annual subscription to tennis clubs, country clubs, parks-and-recreation facilities, and commercial indoor tennis operators.
• PlayTennisConnect App Consumer-facing mobile application for tennis players to find clubs, register, book courts, enroll in camps and clinics, pay online, and receive invitations and push notifications from their tennis facility. Distributed via iOS App Store and Google Play Store.
• White-Label Mobile App Development Service Service for tennis clubs and facilities to obtain their own branded mobile apps in the iOS App Store and Google Play Store, including app store listing personalization and on-going maintenance.
• Software Implementation Services Professional implementation services bundled with Foundation platform deployments, including software setup, data conversion from legacy systems, go-live management, Square POS setup and training, website design and personalization, SEO, analytics configuration, and Google My Business implementation.

Quantifiable outcome

• Reduce costs while increasing capacity through customer self-service

Named customers2 records

Segments6 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature8 records

Partnerships

One partnership is on record.

• SquarecoreTechnology or IntegrationSquare POS integration is a core part of the Foundation Tennis platform. Square provides point of sale setup and training through their dedicated account team. The platform includes integrated payment processing via Square for accepting payments at tennis facilities.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• CourtReserve: CourtReserve provides tennis and pickleball court scheduling, member management, and club operations software for tennis facilities. It is the most direct tennis-vertical SaaS competitor to Foundation Tennis, targeting private clubs, public parks, and commercial tennis operators.
• ezFacility: ezFacility is a facility and membership management platform used by recreation centers, sports clubs, and tennis facilities for scheduling, registration, and payments. It competes with Foundation Tennis in the recreational-sports-facility vertical with broader sport coverage.
• Playbypoint: Playbypoint offers a tennis club management platform with online court booking, lesson scheduling, payments, and a consumer-facing mobile app. It directly overlaps with Foundation Tennis's court scheduler, enrollment, and PlayTennisConnect app offerings for tennis clubs and academies.
• Omnify: Omnify provides sports facility and class management software including court/field bookings, enrollments, payments, and branded apps. It targets sports academies, clubs, and recreation centers, overlapping with Foundation Tennis's court scheduling, enrollment, and white-label app stack.

Broad incumbents

• Active Network: Active Network (an Active company brand) provides recreation management, activity registration, and facility scheduling software for parks, recreation departments, and YMCAs. It competes with Foundation Tennis in the public-parks and community-club segments via a broader recreation portfolio.
• Mindbody: Mindbody provides business management software for fitness, wellness, and recreation studios including scheduling, payments, and branded apps. While broader than tennis, its scheduling, payments, and white-label mobile apps compete with Foundation Tennis's modules in the commercial tennis and fitness-club segments.
• Daxko: Daxko offers operations, membership, and program management software for YMCAs, JCCs, and community recreation organizations. It overlaps with Foundation Tennis's community-club and public-park segments with a much larger community-recreation footprint.
• Jonas Fitness & Recreation: Jonas Fitness & Recreation (formerly Jonas Club Software) sells a comprehensive club management suite to private clubs, country clubs, and recreation centers, including member management, POS, and bookings. It overlaps with Foundation Tennis's country-club and membership-club segments as a much larger bundled incumbent.
• Club Automation: Club Automation provides fitness and health club management software covering scheduling, billing, member engagement, and reporting to private clubs and studios. It is an incumbent platform that overlaps with Foundation Tennis's private-club and commercial-facility customer segments.
• PerfectMind: PerfectMind delivers membership, booking, and payment software for recreation centers, parks, and clubs. It overlaps with Foundation Tennis's public-parks and community-club segments as a broader parks-and-recreation platform incumbent.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/foundationtennis

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Foundation Tennis