Tennis in Merton

What Tennis in Merton does

Emma Wells Tennis, operating under the trading names 'Tennis in Merton' and 'Tennis in Harrow', is a privately held UK tennis court operator and coaching business founded in 2016 by Emma Wells. The company manages 25 public park venues and over 130 tennis courts across the London Boroughs of Merton and Harrow, serving approximately 35,201 active players. Its core technology is the LTA Youth coaching structure, which uses age-appropriate ball progression (red, orange, green, yellow) and games-based methodology to coach players from age 3 through to advanced adult levels.

The company's offering consists of a primary coaching programme (junior and adult coaching) supported by multiple service lines: Holiday Camps during school breaks, Birthday Party packages starting from £199, Private Lessons (1:1 to 4:1 formats), Membership Programmes with discounted rates, Tennis Socials, and Tennis Holidays. Bookings are handled through the LTA's ClubSpark platform, with supplementary enquiries via WhatsApp and website contact forms. Revenue is generated through unit-priced session fees from £10, multi-day camp bookings, fixed-price birthday packages, and membership subscriptions. The go-to-market is community-led, anchored by LTA Free Park Tennis sessions, school partnerships (free LTA Tennis Teacher training, breakfast clubs, curriculum sessions), council partnerships, and corporate events.

The business is deeply embedded in the UK tennis governance ecosystem, holding LTA accreditation and operating as a partner of the Professional Tennis Registry UK (PTR UK), where founder Emma Wells serves as the first international female director. The company also runs subsidised coach development pathways and is supported by commercial partnerships with Wilson (equipment) and Adidas (teamwear). It is founder-owned with no disclosed external funding, parent company, or institutional investors.

Name

Tennis in Merton

Legal name

Emma Wells Tennis

Website

https://emmawellstennis.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Emma Wells Tennis operates 25 public park venues and 130+ tennis courts across the London Boroughs of Merton and Harrow, delivering LTA-aligned tennis coaching, camps, and community programmes to over 35,000 active players of all ages and abilities.

Ownership category

akta.pro rank

Product category

Tennis Coaching Services

NAICS

Fitness and Recreational Sports Centers (713940)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro industry

PRIMARYMPAKABAF

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

Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Professional Sports Teams & Clubs

SECONDARYMPAKAEAE

Tennis & Racquet Sports Facilities

Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Sports Venues & Facilities (Stadiums, Arenas, Tracks, Complexes)

Keywords

• Tennis coaching services
• Community tennis programs
• Junior tennis lessons
• Adult tennis coaching
• Public park tennis

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Group Coaching Sessions: Weekly tennis coaching sessions for adults and juniors across multiple ability levels, charged per session or course.
2. Birthday Party Packages: Tennis birthday parties for children aged 4+ with coaching, games, and optional extras starting from £199 with three package tiers.
3. Holiday Camps: Multi-day tennis camps during school holidays (February half term, Easter, Summer, October half term, Christmas) for various age groups.
4. Private Lessons: One-on-one and small group coaching (1:1, 2:1, 3:1, 4:1) for personalised skill development.
5. Membership Programmes: Membership options providing discounted rates for regular players with access to Tennis Socials and court bookings.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Tennis in Merton operates 25 public park venues and over 130 tennis courts across the London Boroughs of Merton and Harrow under the Emma Wells Tennis brand. It sells group and private tennis coaching to adults and juniors, school holiday camps, tennis-themed birthday parties, tennis socials and corporate/school tennis programmes, with sessions priced from £10 and party packages from £199.

Product overview

Emma Wells Tennis operates as a comprehensive tennis court operator and coaching provider, managing 25 public park venues across the London Boroughs of Merton and Harrow with over 130 tennis courts. The offering consists of a core tennis coaching program supported by multiple service lines: Junior Coaching (ages 3-17) and Adult Coaching (18+) as the primary coaching services, complemented by Holiday Camps, Birthday Parties, Private Lessons (1:1 through 4:1 formats), and Tennis Socials. Additional support services include Schools Partnerships & Universities programs and Coach Development pathways offering certifications through PTR UK for tennis, padel, and pickleball. The company also provides LTA Free Park Tennis, corporate events, and tennis holidays. Operations are branded regionally as Tennis in Merton and Tennis in Harrow, with venues booked through the LTA's Clubspark platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Junior Coaching Weekly tennis coaching programme for children aged 3-17 following the LTA Youth structure with progressive ball colours (red, orange, green, yellow) and adapted court sizes for each age and ability level.

Quantifiable outcome

• 35,201 active players across the network
• +1 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Five partnerships are on record, tiered minor and core.

• WilsonminorGTM or Marketing PartnerEquipment partner providing tennis rackets and gear. Emma Wells Tennis branded merchandise available through Wilson partnerships.
• AdidasminorGTM or Marketing PartnerApparel and teamwear sponsor. Emma Wells Tennis products are sponsored by Adidas with branded clothing available through specialist sports retailers.
• LTA (Lawn Tennis Association)coreStrategic or Co-development PartnerGoverning body partnership for Tennis for Britain. Delivers LTA Free Park Tennis sessions, LTA Youth coaching structure, and LTA Tennis Teacher training. Emma Wells operates LTA-affiliated programmes across Merton and Harrow.
• Professional Tennis Registry UK (PTR UK)coreStrategic or Co-development PartnerInternational racquets certification body providing coach training and certification pathways. Emma Wells serves as first international female director of PTR. Company recruits coaches across London and offers PTR certification through the programme.
• Local Councils (Merton and Harrow)coreStrategic or Co-development PartnerPartnership with local councils to operate and transform tennis courts with coaching programmes across public parks in the Boroughs of Merton and Harrow.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Better (Greenwich Leisure Limited): UK charitable social enterprise operating leisure facilities on behalf of local councils including sports halls and courts. Comparable through council partnership model and community sport delivery, though spans many sports and facility types.
• Parkwood Leisure: UK leisure and sports facility operator managing council-owned leisure centres and sports facilities on behalf of local authorities. Comparable through shared council-contracted leisure delivery and public facility management, though broader than tennis alone.
• David Lloyd Leisure: Large UK racquet sports club operator offering tennis, padel, and coaching across owned premium clubs. Comparable on the racquet sports and coaching offering, but operates an asset-heavy membership club model rather than public park delivery.

Direct peers

• Total Tennis: Independent UK tennis coaching business offering junior and adult coaching, camps, and private lessons. Closely comparable product set (junior/adult coaching, camps, private lessons) and similar pricing tier structure.
• Premier Education Group: UK-wide school and community sports coaching provider operating across multiple sports including tennis. Comparable on the school-partnership and holiday-camp revenue streams, multi-venue public-facility model, and council relationships.
• All Star Tennis: UK-based community tennis coaching operator running programmes across public parks and schools. Closely comparable to Emma Wells Tennis on venue model (public parks), customer base (juniors and adults), and LTA-affiliated curriculum.
• Active Sport UK: UK multi-sport coaching and holiday camp provider with school and council delivery. Comparable on holiday camp programme, school partnerships, and multi-venue public-facility operating model.

Others

• The Lawn Tennis Association (LTA): UK governing body for tennis and a strategic partner of Emma Wells Tennis. Relevant as the standards body whose curriculum (LTA Youth), accreditation, and ClubSpark platform the company builds on, and whose national strategy shapes the park tennis market.

Emerging players

• Padel GB: UK national governing body for padel and promoter of padel facility rollout. Comparable as a racquet-sports category adjacency already represented in Emma Wells Tennis's PTR certification line, signalling the company's intent to expand into padel.

Regional players

• Wimbledon Racquets and Tennis Club: Historic private tennis and racquets club located in Wimbledon, Merton - the same borough where Emma Wells Tennis originated. Comparable on customer demographic (adult and junior competitive/recreational tennis players) and London geography, though operates as a traditional private club.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/tennisinmerton

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Tennis in Merton