Arizona Tennis Association

What Arizona Tennis Association does

Arizona Tennis Association (ATA) is a community-based tennis instruction and league organization serving Maricopa County, Arizona, with offices and programming touchpoints in Scottsdale, Gilbert, Chandler, and Phoenix. The organization delivers two core service lines: structured junior tennis lessons using an age-progressive Red/Orange/Green/Yellow Ball curriculum at multiple school and public park venues, and adult tennis leagues organized by NTRP skill level across Women's, Men's, Summer, and Fantastic 50's (50+) divisions. A premium ATA Junior Academy ($180/month) at Shea Middle School extends the offering to advanced players seeking tournament preparation, and Head-brand tennis racquets ($30, entry-level sizes 21-27 inches) are sold as an add-on service with custom fitting.

The operating platform is built on FoundationTennis.com, technology developed and operated by Foundation Sports Systems, LLC (FSS LLC), a Massachusetts limited liability company headquartered in Cohasset, MA. FSS LLC provides the online registration system, member management, payment processing, and league scheduling that underpin ATA's enrollment flows; ATA Leagues (ataleagues.com), integrated with Tenniscores scoring, handles adult league operations. According to firmographics, ATA was founded in 1988; the FSS LLC technology and operating entity behind the current platform was formed in 2017. ATA's intellectual property is limited to trademarks; no patents or proprietary AI/ML capabilities are disclosed. Headcount is stated at 11-50 employees and no revenue, funding, or ownership-beyond-FSS data is publicly disclosed.

ATA operates on a community-led go-to-market model with no external investment, public listing, or private-equity involvement. Revenue mechanics are session-based subscriptions for lessons ($170-$330 per 10-11 week cycle), per-session team fees for adult leagues ($25/session with 6-player minimum rosters), monthly recurring fees for the ATA Academy ($180/month), and one-time hardware sales for racquets ($30). Marketing relies on school and park facility partnerships (Hamilton HS, Shea MS, Explorer MS, Horizon HS, Freestone Park), word-of-mouth referrals, and a primarily digital presence via arizonatennis.org, with no app, public API, or social-channel infrastructure disclosed.

Name

Arizona Tennis Association

Legal name

Foundation Sports Systems, LLC

Website

https://arizonatennis.org

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Arizona Tennis Association delivers community-based junior tennis lessons and adult tennis leagues across Maricopa County, Arizona, using an age-progressive curriculum at school and park venues, supported by FoundationTennis.com registration technology and supplemented by ATA Junior Academy training and Head tennis racquet sales.

Ownership category

akta.pro rank

Product category

Tennis Instruction & League Services

NAICS

Sports and Recreation Instruction (611620), Fitness and Recreational Sports Centers (71394)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Educational Services (8200)

akta.pro primary industry

Single-Sport Skill Academies (Soccer, Basketball, Tennis, etc.) (MPAKAJAB)

akta.pro secondary industries

Tennis Leagues & Team Competitions (MPAKAAAJ), Tennis & Racquet Sports Clubs (Tennis, Padel, Pickleball, Squash) (MPAKABAF)

Keywords

• Tennis instruction
• Youth tennis lessons
• Adult tennis leagues
• Junior tennis academy
• Tennis club management

Headquarters

HQ city

Scottsdale

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Tennis Lessons: Recurring session-based fees for group tennis instruction for children and adults at various skill levels. Classes offered at schools and parks with age-based progression (Red Ball, Orange Ball, Green Ball, Yellow Ball levels).
2. Adult Tennis Leagues: Team registration fees for adult tennis leagues. Teams pay per session to participate in league play organized by NTRP skill divisions.
3. ATA Academy: Monthly subscription program for advanced junior players seeking intensive training. Includes Jr Varsity program with 4 Thursday clinics per month.
4. Tennis Racquet Sales: Sale of Head tennis racquets to students at $30 per racquet, custom-fitted by tennis instructor. Entry-level racquets available in sizes 21, 23, 25, and adult 27 inches.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Arizona Tennis Association is a community tennis organization that delivers structured group tennis lessons for juniors (Red Ball, Orange Ball, Green Ball, Yellow Ball progression), adult tennis leagues organized by NTRP skill divisions, and an advanced ATA Junior Academy program for tournament-track players. Lessons and leagues are delivered at school and public park facilities across Maricopa County, Arizona, with online registration through the FoundationTennis platform. The association also sells custom-fitted Head tennis racquets to enrolled students.

Product overview

Arizona Tennis Association operates as a tennis club management organization offering two primary service categories: Adult Tennis Leagues (organized team competition with divisions at various NTRP skill levels) and Junior Tennis Lessons (progressive instruction by age and ball color). The organization also runs the ATA Junior Academy for advanced junior players seeking tournament preparation. Additional offerings include tennis equipment sales (Head racquets) and makeup class scheduling. The platform is powered by FoundationTennis.com technology.

Differentiator

Problem solved

Functional benefit

Products and services

• Adult Tennis Leagues Adult tennis league programs played in team format with 3 doubles matches per meet, divided into Fall and Winter/Spring sessions with divisions based on NTRP levels (3.0, 3.5, 4.0, 4.5, 5.0 I & 5.0 II). Includes Women's Daytime, Women's Evening, Men's Daytime, Women's Summer, and Women's Fantastic 50's leagues. Team registration fee of $25.00 per session; teams must have minimum 6 players on roster.
• Junior Tennis Lessons Structured tennis instruction for children organized by age and skill level using progressive ball colors: Red Ball (Ages 4-6), Orange Ball (Ages 7-9), Green Ball (Ages 10+), and Yellow Ball (Advanced Beginner) classes held at Hamilton High School, Freestone Park, Explorer MS, and Horizon HS. Sessions run 10-11 weeks with pricing from $170 to $330 per session.
• ATA Junior Academy Intensive junior tennis academy program with ATA Pro Shelley Chambers at Shea Middle School (2728 E. Shea Blvd, Scottsdale), designed for students who completed Advanced Beginner level. Monthly enrollment at $180 for 4 Thursday clinics (4:15-5:45 PM), focusing on advanced stroke techniques, playing strategies, sportsmanship, and tournament preparation. Individual classes available at $50 each.
• Tennis Racquets Head Tennis Racquets sold at $30 each, custom-fitted to students by the tennis instructor. Available in sizes 21", 23", 25", and adult 27" as entry-level racquets for junior lesson participants.
• Private Tennis Lessons One-on-one private tennis instruction offered as part of the JV & Varsity lineup, available for individual students seeking personalized coaching beyond group lessons.

Segments6 records

Ideal customer profiles7 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Foundation Sports Systems LLC (FSS LLC)coreTechnology or IntegrationTechnology provider powering the Arizona Tennis Association website and registration platform. FSS LLC provides the FoundationTennis.com platform including online registration, member management, payment processing, and league scheduling functionality. Located at 132 Chief Justice Cushing HWY, Suite 70, Cohasset, MA 02025.
• ATA Leagues (ataleagues.com)coreTechnology or IntegrationLeague management platform for adult tennis league operations including player registration, team captain registration, league rules, and Tenniscores scoring system for the ATA adult league program.
• Hamilton High School (Chandler, AZ)coreStrategic or Co-development PartnerHost facility for Saturday junior tennis lessons. Located at 3700 S Arizona Ave, Chandler, AZ 85248. Provides outdoor tennis court facilities for ATA programming.
• Freestone Park (Gilbert, AZ)coreStrategic or Co-development PartnerPublic park tennis facility hosting ATA junior lessons on weekday evenings. Located at 119 N Gilbert Rd, Gilbert, AZ 85234.
• Shea Middle School (Scottsdale, AZ)coreStrategic or Co-development PartnerATA Academy location at 2728 E. Shea Blvd, Scottsdale for Jr. Varsity advanced training program on Thursday afternoons.
• Explorer Middle School & Horizon High School (Phoenix area)minorStrategic or Co-development PartnerAdditional school facilities used for ATA tennis programs in the Phoenix metro area.
• Head TennisminorChannel Partner/ Reseller/ DistributorTennis racquet brand sold through ATA lessons. Head racquets offered at $30 per racquet, custom-fitted to students by ATA instructors. Sizes available: 21, 23, 25, and adult 27 inches.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• USTA (United States Tennis Association): USTA is the national governing body for tennis in the U.S., running national leagues, rankings, and the junior tournament pyramid. While it operates as a national umbrella rather than a local instruction provider, ATA effectively serves as a delivery layer for community programs that feed USTA's competitive structure, making it a broader incumbent in the same sport's ecosystem.
• Net Generation (USTA youth program): Net Generation is USTA's national youth tennis onboarding program offering age-based red/orange/green/yellow progression — the same curriculum framework ATA uses. It is a broader incumbent whose competitive programs (school partnerships, coaches training) can pull participation away from local operators like ATA.

Others

• Tennis Industry Association: The Tennis Industry Association is the trade body for the U.S. tennis industry, providing market data, participation research, and advocacy. It is adjacent to ATA rather than competitive, but its participation trends directly inform ATA's addressable market and partnership opportunities.
• United States Professional Tennis Association (USPTA): USPTA certifies tennis-teaching professionals in the U.S. and connects them to clubs and programs. ATA's instructors are likely USPTA-certified members, and USPTA's certification and education pipeline is a thematic peer in the tennis-instruction ecosystem.

Direct peers

• Camelback Tennis Club: Camelback Tennis Club is a Phoenix-area tennis club offering junior and adult programming, leagues, and lessons with its own court facilities. It serves a similar adult-league and junior-instruction customer base as ATA but with year-round indoor and outdoor access.
• USTA Southwest: USTA Southwest is the regional section of the United States Tennis Association covering Arizona, New Mexico, and parts of West Texas. It runs league play, junior programs, and section-level tournaments in the same geography as ATA, making it the most direct comparable for tennis association operations in the Phoenix market.
• Phoenix Tennis Center: Phoenix Tennis Center is a long-running tennis club and instruction provider in the Phoenix metro offering private lessons, junior programs, and adult leagues. It competes with ATA for junior and adult players in Maricopa County and operates from its own facility, a key contrast with ATA's school/park model.
• iTennis: iTennis operates community-based tennis instruction and school holiday programs in Australia, with a similar model of group lessons delivered through schools and parks. Its structure (subscription coaching, age-based progression, club partnerships) maps closely onto ATA's junior lesson program.

Regional players

• SCTA (Southern California Tennis Association): SCTA is the USTA section that runs adult leagues, junior tournaments, and community tennis programs across Southern California. While it operates in a different geography than ATA, its organizational structure (section-level leagues, NTRP divisions, junior programming) makes it a comparable regional tennis body.

Emerging players

• TGA (Total Golf Adventures / Junior Golf Programs): TGA runs school- and community-based youth sports instruction programs across multiple sports (notably golf) using the same partner-with-schools model ATA uses for tennis. Its franchise-style rollout and curriculum design parallel ATA's school-and-park distribution strategy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/arizona-tennis-assn

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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M&A

Investments

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

Frequently asked questions about Arizona Tennis Association