Tennis Alberta
Tennis Alberta is the provincial governing body for organized tennis in Alberta, Canada. Operating as a non-profit under Tennis Canada, it delivers sanctioned tournaments, junior and adult competitive pathways, community programs, and coach certification across eight geographic zones province-wide.
- Company typePrivate
- Founded1906
- HeadquartersEdmonton, Canada
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Tennis Alberta does
Tennis Alberta (legally The Alberta Tennis Association) is the provincial governing body for organized tennis in Alberta, Canada, founded in 1973 and affiliated with Tennis Canada as one of its Provincial/Territorial Tennis Associations. The organization operates from its headquarters at 11759 Groat Road in Edmonton with six full-time staff, one part-time staff, and a ten-member volunteer board representing clubs across Alberta's eight geographic zones (Sunny South, Big Country, Calgary, Parkland, Yellowhead, Edmonton, North East, and Peace Country). It delivers sanctioned competitive pathways spanning the Rogers First Set Tour (Rookie and Rising Stars), Provincial Pathway, and Junior Nationals, alongside adult and masters competitive structures, and historic events such as the Alberta Open, which has run since 1906.
Its core offering is a portfolio of community and competitive tennis programs rather than a technology product. Programs include Try Tennis, Learn & Play, Girls. Set. Match., Tennis for Schools, Wheelchair Tennis, National Bank Family Tennis Days, and the new Tennis Alberta Road Show. The organization uses Tennis Canada's Tournament Software platform (tc.tournamentsoftware.com) for membership management, tournament registration, and player profiles, and implements the ITF World Tennis Number (WTN) global rating scale for adult and competitive play. The 2026-2030 strategic plan, Tennis Connects Alberta, organizes priorities around three goals: Build Our Capacity, Connect Our Community, and Grow Our Game.
Tennis Alberta is a registered non-profit funded through a combination of individual memberships ($70/year individual, free recreational tier), per-entry tournament fees (e.g., $80-$85 singles, $45-$50 doubles at the Alberta Open), and corporate sponsorships from Rogers (sponsoring the Rogers First Set Tour and the $5.6M Year-Round Community Tennis Courts Program targeting 160 courts at 30 facilities by 2029), National Bank (National Bank Open ticket discounts up to 25% for members), and belairdirect (preferred insurance rates). Revenue is not publicly disclosed. Additional revenue comes from event-based grants, including an $820,000 Government of Alberta operating grant tied to hosting the 2026 Alberta Summer Games in Strathcona County (July 16-19, 2026). The organization is currently serving as host society for the 2026 Alberta Summer Games.
Tennis Alberta firmographics
Firmographics- Name
- Tennis Alberta
- Legal name
- The Alberta Tennis Association
- Website
- https://tennisalberta.com
- Company type
- Private
- Founded year
- 1906
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Tennis Alberta is the provincial governing body for organized tennis in Alberta, Canada. Operating as a non-profit under Tennis Canada, it delivers sanctioned tournaments, junior and adult competitive pathways, community programs, and coach certification across eight geographic zones province-wide.
- Ownership category
- akta.pro rank
Tennis Alberta industry classification
Industry- Product category
- Sports Governance & Member Services
- NAICS
- Fitness and Recreational Sports Centers (713940)
- SIC
- Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Tennis & Racquet Sports Clubs (Tennis, Padel, Pickleball, Squash) (MPAKABAF)
- akta.pro secondary industries
- Tennis Leagues & Team Competitions (MPAKAAAJ), Individual Sports Events (Tennis, Golf, Boxing/MMA, Athletics) (MPAGAMAC), Tennis & Racquet Sports Facilities (MPAKAEAE)
Keywords
Where Tennis Alberta is headquartered
LocationHeadquarters
- HQ city
- Edmonton
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
Tennis Alberta business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Others
Revenue model
- Individual Memberships: Annual membership fees providing access to sanctioned tournaments, discounts on gear and events, and other member benefits. Individual membership is $70/year while recreational membership is free.
- Tournament Registration Fees: Fees charged for participation in sanctioned tournaments including Alberta Open, provincial championships, and junior circuit events. Fees vary by event type (e.g., $80-85 for singles, $45-50 for doubles at Alberta Open).
- Sponsorships: Partnership with major sponsors including Rogers (sponsoring Rogers First Set Tour, community courts program), National Bank (National Bank Open tickets discount), and other corporate partners providing funding and in-kind support.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Individual (Adult/Junior) Membership - Full access to sanctioned competitions, discounts, and member benefits |
| Freemium | Annual | Recreational Membership - Free entry-level membership for new players |
| Unit Pricing | Pay-as-you-go | Alberta Open Tournament Entry Fees |
| Unit Pricing | Pay-as-you-go | Women & Wine Community Event |
| Unit Pricing | Pay-as-you-go | Alberta Summer Games Athlete Registration |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels9 records
Tennis Alberta product offering
Product offeringCore offering
Tennis Alberta is the official governing body for tennis in Alberta, providing sanctioned tournaments, player development pathways, coach and official certification, and community-based recreational programs. The organization runs a tiered membership ($70/year individual, free recreational) that grants eligibility for sanctioned competitions, plus a portfolio of junior development (Rogers First Set Tour Rookie/Rising Stars, Provincial Pathway, Junior Nationals), adult competitive play (Alberta Open since 1906, Masters), and grassroots initiatives (Try Tennis, Learn & Play, Girls. Set. Match., Wheelchair Tennis, Tennis for Schools, Year-Round Community Tennis Courts Program with Rogers).
Product overview
Tennis Alberta is the governing body for tennis in Alberta, operating as a membership-based sports organization rather than a technology product company. The organization offers a portfolio of tennis programs and services including: competitive pathways (Rogers First Set Tour for juniors at Rookie and Rising Stars levels, Provincial Pathway, and National Pathway to Junior Nationals), tournament management (including the historic Alberta Open since 1906), community programs (Tennis for Schools, Try Tennis, Learn & Play, Community Tennis Leagues, National Bank Family Tennis Days), special initiatives (Girls. Set. Match., Wheelchair Tennis, Tennis Alberta Road Show), and the U10/U12 Provincial Development Program. Membership ($70/year) provides access to sanctioned tournaments, gear discounts, event access, and partner benefits like TopCourt and SwingVision. The 2026-2030 strategic plan (Tennis Connects Alberta) guides organizational priorities around capacity building, community connection, and sport growth.
Differentiator
Problem solved
Functional benefit
Brands
- Girls. Set. Match. Program designed for girls ages 10 to 13 combining on-court activities with off-court empowerment to promote equity in tennis.
- Rogers First Set Tour – Rookie
- Rogers First Set Tour – Rising Stars
- Tennis Alberta Road Show
- Tennisfest
Products and services
- Tennis Alberta Individual Membership Annual individual ($70/year) membership providing eligibility to play in sanctioned Tennis Alberta tournaments, access to member discounts (10% gear at Racquet Central and Sweet Spot, up to 25% off National Bank Open tickets, free TopCourt trial, SwingVision discount, belairdirect insurance rates, coaching course discounts), and member-only events. New members receive 50% off first competition.
- Tennis Alberta Recreational Membership Free annual recreational membership ($0/year) for new players allowing participation in Rogers Rookie Tour events and unsanctioned tournaments/leagues. Entry-level gateway into Tennis Alberta.
- Rogers First Set Tour – Rookie National introductory competitive program bridging beginners to provincial junior circuit. Non-elimination, short-format tournaments for players up to age 12 offering multiple match opportunities and a low-pressure introduction to sanctioned competition.
- Rogers First Set Tour – Rising Stars Competitive tournament program for advanced U9 and U10 junior players providing year-round quality match play opportunities. Features round-robin group stages leading to elimination playoffs.
- Provincial Pathway (3 and 3.5-Star Tournaments) 3-Star and 3.5-Star tournaments for junior players not on the National Pathway, offering development-focused competition without high-performance pressure.
- Junior Nationals (National Pathway Selection) Highest level of junior competition in Alberta, selecting players to represent the province at the Fischer Junior National Championships through National Rankings and the Provincial Points Race (hybrid selection since April 2025).
- Alberta Open Province's longest-running tennis tournament established in 1906, featuring Open-level play with prize money alongside recreational and intermediate skill divisions. The 113th edition is scheduled for the Red Deer Tennis Club in 2026.
- U10/U12 Provincial Development Program Modified regrouping-based program for highest-ranked U10 and U12 players in the province, allowing them to train together and develop overall game competencies.
- Alberta Summer Games (Tennis) Olympic-style multi-sport event for U14 athletes held in Strathcona County July 16–19, 2026, with the tennis portion administered by Tennis Alberta, expected to feature approximately 3,000 athletes across all sports.
- Community Tennis Leagues Tennis Canada program allowing players to meet and schedule matches independently, grouped by skill level and location, managed by provincial associations including Tennis Alberta.
- Girls. Set. Match. Program for girls ages 10–13 combining on-court tennis activities with off-court empowerment, promoting equity and leadership opportunities in sport.
- Tennis for Schools Program introducing tennis to students through active, skill-focused lessons aligned with provincial Physical Education Curriculums, including 36 lesson plans and drills for delivery in schools.
- National Bank Family Tennis Days Family-focused, low-pressure recreational program encouraging adults and kids to play tennis together in team format, emphasizing participation over results.
- Wheelchair Tennis Programs reducing barriers for athletes with disabilities, offering inclusive competitive opportunities under the same rules as able-bodied tennis except that two bounces are allowed.
- Try Tennis Introductory programs for new players prioritizing fun and physical literacy, helping develop fundamental skills through play and fostering inclusive tennis communities.
- Learn & Play Week-to-week instructional and play opportunities for youth using the Tennis Canada Rogers First Set – Learn & Play curriculum, delivered with local facilities or directly by Tennis Alberta.
- Year-Round Community Tennis Courts Program $5.6 million infrastructure program (Tennis Canada & Rogers) to build 160 year-round courts at up to 30 facilities by 2029, providing $200,000 seed money per project; Tennis Alberta facilitates Alberta facility participation.
- Masters Tennis Competitive tennis for adults 30 years or older at all skill levels, with provincial (Masters Provincial Championships), national (Western Canadian Masters Championships), and international (ITF Masters events) tournament opportunities.
- ITF World Tennis Number (WTN) Rating Service
Quantifiable outcome
- Over 6,000 boys and girls participate in Rogers First Set Tour annually across Canada
- +2 more outcomes
Companies that use Tennis Alberta
Customer profileNamed customers5 records
Segments6 records
Ideal customer profiles4 records
Tennis Alberta technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature2 records
Tennis Alberta partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core, major and minor.
- Tennis CanadacoreTennis Canada is the national governing body and parent organization of Tennis Alberta. Tennis Alberta operates as a Provincial/Territorial Tennis Association (PTTA) under Tennis Canada's umbrella, delivering national programs (Rogers First Set Tour, Junior Nationals), using Tennis Canada certification for coaches and officials, and operating within Tennis Canada's tournament software and competitive structure frameworks.
- Rogers CommunicationscoreRogers is a major sponsor through the Rogers First Set Tour (national junior development program) and the Year-Round Community Tennis Courts Program. Rogers provides $200,000 seed money per facility for year-round court construction, with a goal of 160 courts at 30 facilities by 2029 ($5.6M total program).
- National BankmajorNational Bank sponsors National Bank Open (Canada's major tennis tournament) and National Bank Family Tennis Days events in Alberta. Tennis Alberta members receive up to 25% off National Bank Open tickets. National Bank logo appears on Tennis Alberta website as sponsor.
- Tennis Professionals Association (TPA)coreTPA is the member-based association for tennis coaches in Canada, developed by Tennis Canada. Tennis Alberta partners with TPA to deliver instructor courses and coaching certification. TPA provides certification, resources, and liability insurance for coaches.
- Wheelchair Sports AlbertaminorWheelchair Sports Alberta provides information and contacts for wheelchair tennis opportunities in Alberta. Tennis Alberta refers interested players to this organization for wheelchair-specific programs and competitions.
- Water Works RenovationsminorWater Works Renovations sponsored the Women & Wine event in Edmonton, providing event sponsorship and keeping the wine flowing for attendees.
- International Tennis Federation (ITF)coreITF is the global governing body for tennis. Tennis Alberta implements ITF rules for competitions and uses the ITF World Tennis Number (WTN) rating system. ITF sanctions ITF Junior and ITF Masters events held in Alberta.
- Edmonton Tennis CommunitymajorEdmonton Tennis Community is a community partner that co-hosts events including the inaugural Women and Girls in Sport Leadership Conference and TENNISfest. Tennis Alberta supports their initiatives as part of growing tennis in Edmonton and the province.
- belairdirectminorOfficial insurance partner of Tennis Alberta. Members receive preferred rates on home, auto, and travel insurance through this group insurance program.
- Racquet Central (Calgary)minorTennis equipment retailer in Calgary offering 10% discount on Nike apparel and Dunlop equipment for Tennis Alberta members.
- The Sweet Spot (Edmonton)minorTennis equipment retailer in Edmonton offering 10% discount on Nike apparel and Dunlop equipment for Tennis Alberta members.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Tennis Alberta competitors and assessment
Company assessmentDirect peers
- Tennis Québec: Provincial tennis governing body for Quebec. Functions as a direct peer with equivalent responsibilities for sanctioned tournaments, coach certification, and grassroots programming in a French-language market.
- Tennis Saskatchewan: Provincial tennis association serving Saskatchewan. Direct peer offering the same PTTA-delivered services in a smaller prairie market; the current Tennis Alberta Executive Director previously served as Community Development Lead at Tennis Saskatchewan.
- Tennis Manitoba: Provincial tennis association for Manitoba. Comparable small PTTA delivering membership, tournament sanctioning, and coach certification in a prairie market with similar climate constraints to Alberta.
- Tennis Canada: National governing body and parent organization of Tennis Alberta. Directly comparable as the umbrella federation that delegates provincial sanctioning, coach certification, and tournament software to Tennis Alberta under the same PTTA structure.
- Tennis Atlantic: Provincial tennis association serving the Atlantic provinces. Same PTTA structure and Tennis Canada affiliation, providing a comparable small-population provincial tennis benchmark.
- Tennis BC: Provincial tennis governing body for British Columbia under Tennis Canada. Closest operating peer - same PTTA structure, member tiers, tournament sanctioning, and junior development programs in a neighboring province with similar climate.
- Ontario Tennis: Provincial tennis association for Ontario, the largest PTTA in Canada. Operates the same membership, tournament sanctioning, and junior development model under Tennis Canada, making it a direct operational and structural peer.
Regional players
- Alberta Sport Connection: Provincial funding body that administers the $820K operating grant supporting the 2026 Alberta Summer Games. Comparable as a provincial-level Alberta sports governance entity with funding relationships that materially affect Tennis Alberta's program economics.
Emerging players
- Pickleball Canada: National governing body for pickleball in Canada. Competing racquet sport rapidly growing in Alberta (e.g., IQ Tennis & Pickleball Centre) that shares facilities, coaches, and casual adult participants with Tennis Alberta.
Broad incumbents
- Squash Canada: National governing body for squash in Canada. Comparable governance and PTTA federation model; Tennis Alberta's current Executive Director Colin Latchford previously served as Executive Director of Squash BC, indicating direct operational crossover.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Tennis Alberta social profiles
Digital presenceTennis Alberta financial estimates
Financial estimateRevenue estimate
Valuation estimate
Tennis Alberta leadership team
Management profileNumber of profiles
Profiles21 records
Tennis Alberta funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Tennis Alberta M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Tennis Alberta
What does Tennis Alberta do?
Tennis Alberta is the official governing body for tennis in Alberta, providing sanctioned tournaments, player development pathways, coach and official certification, and community-based recreational programs. The organization runs a tiered membership ($70/year individual, free recreational) that grants eligibility for sanctioned competitions, plus a portfolio of junior development (Rogers First Set Tour Rookie/Rising Stars, Provincial Pathway, Junior Nationals), adult competitive play (Alberta Open since 1906, Masters), and grassroots initiatives (Try Tennis, Learn & Play, Girls. Set. Match., Wheelchair Tennis, Tennis for Schools, Year-Round Community Tennis Courts Program with Rogers).
Is Tennis Alberta a public or private company?
Tennis Alberta is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Tennis Alberta founded?
Tennis Alberta was founded in 1906. It employs 1 to 10 people.
Where is Tennis Alberta based?
Tennis Alberta is headquartered in Edmonton, Canada, in the North America region.
How does Tennis Alberta make money?
Three revenue lines are on record. Individual Memberships are the primary driver. The others are tournament Registration Fees and sponsorships.
Who are Tennis Alberta's main competitors?
Direct peers on record are Tennis Québec, Tennis Saskatchewan, Tennis Manitoba, Tennis Canada, Tennis Atlantic, Tennis BC and Ontario Tennis. Alberta Sport Connection is listed as a regional player. Pickleball Canada is listed as an emerging player. Squash Canada is listed as a broad incumbent.
Does Tennis Alberta have an API?
No public API is recorded for Tennis Alberta.
What industry is Tennis Alberta in?
Tennis Alberta's product category is Sports Governance & Member Services. Its primary akta.pro industry code is MPAKABAF, Tennis & Racquet Sports Clubs (Tennis, Padel, Pickleball, Squash), with a secondary code of MPAKAAAJ, Tennis Leagues & Team Competitions. Its NAICS code is 713940 and its SIC code is 7997.