Good To Great Tennis Academy

What Good To Great Tennis Academy does

Good To Great Tennis Academy is a privately held Swedish multi-sport training and facility business operating from the Norion Bank Arena in Danderyd, founded in 2011 by three former Swedish Davis Cup champions — Magnus Norman (ATP 2), Mikael Tillström (ATP 39), and Nicklas Kulti (ATP 32). The company delivers elite tennis and padel coaching alongside a diversified facility business, serving competitive junior players aged 10-19, adult business professionals, corporate teams, student-athletes in the NIU Padel program, and recreational players across the Nordics.

The product surface spans full-time academy programs (€17,000 per 16-week Fall term, €1,200 per week, €44,500 annual), subscription membership clubs (Members Club, Ladies Club, Next Gen Members, Padel subscription), MATCHi-mediated court bookings, performance and kids camps, the GTG Tennis League, gym memberships, restaurant and catering, retail with ATP/WTA-level stringing, and five conference rooms. Underlying training technology is centered on the proprietary C.A.R.E. methodology (Concentration, Attitude, Respect, Energy) and PlayReplay video replay tooling, with all coaching delivered by a roster including the three founders plus Jan Apéll, Johan Hedsberg (2023 Davis Cup Captain), and Joakim Nyström.

The business model blends subscription recurring revenue (academy, memberships, gym), usage-based revenue (court rentals), one-time fees (camps, leagues), and transaction revenue (F&B, retail, stringing, events). Distribution is primarily direct-to-consumer via email inquiry, MATCHi booking, and on-site sales, with channel-partner growth through the Danderyds Gymnasium and Swedish Padel Federation NIU collaboration, and corporate sponsorship agreements with Norion Bank, EY, Sparbössan Fastigheter, Volvo, DLA Piper, and Nordea that subsidize junior player development and provide brand visibility.

Name

Good To Great Tennis Academy

Legal name

Good To Great Tennis Academy

Website

https://goodtogreat.se

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Good To Great Tennis Academy is a Swedish multi-sport facility and academy founded by former Davis Cup champions, offering elite tennis and padel coaching, subscription membership clubs, court bookings, camps, leagues, and F&B/retail to competitive junior players, business professionals, corporate teams, and recreational athletes in the Nordics.

Ownership category

akta.pro rank

Product category

Tennis and Padel Sports Training Services

NAICS

Sports and Recreation Instruction (611620), Fitness and Recreational Sports Centers (713940)

SIC

Services-Membership Sports & Recreation Clubs (7997), Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

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

akta.pro secondary industries

Tennis & Racquet Sports Clubs (Tennis, Padel, Pickleball, Squash) (MPAKABAF), Sports Boarding Schools & Residential Academies (MPAKAJAL), Tennis & Racquet Sports Facilities (MPAKAEAE), Strength, Conditioning & Speed/Agility Training Facilities (MPAKAJAD), Racquet Sport Training Aids & Practice Equipment Retail (CRAMAFAJ)

Keywords

• Tennis academy programs
• Padel training services
• Sports coaching facilities
• Junior tennis development
• Business networking club

Headquarters

HQ city

Danderyd

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Academy Programs: Full-time and part-time tennis academy programs with coaching, accommodation, and meals. Includes Fall 16-week programs, weekly programs, and annual comprehensive programs for players aged 14-19
2. Court Bookings: Tennis and padel court rentals through MATCHi booking system. Indoor and outdoor courts available for hourly booking with or without coach
3. Membership Subscriptions: Padel Members Club offering 2x weekly breakfast padel, drop-in training, AW Padel events, gym access, and member privileges. Ladies Club and Next Gen Members subscriptions with various activity inclusions
4. Gym Membership: Monthly or annual gym memberships at the 350m² GTG Gym with personal training and treatment services
5. Restaurant & Catering: GTG Restaurant serving breakfast buffet, lunch à la carte, dinner reservations, café, and catering services for events and conferences
6. Retail & Equipment Services: GTG Shop selling rackets, balls, bags, shoes, apparel, accessories. Stringing services by ATP/WTA tour stringer Paul Malone, racket tuning
7. Camps & Leagues: Performance Camps and Kids Camps during summer weeks. GTG Tennis League and Padel League matches for recurring seasonal revenue
8. Conference & Event Rental: Meeting room rentals (Wimbledon, WTA, US Open, Roland Garros) with equipment for corporate events, seminars, and conferences at the Norion Bank Arena

Pricing tiers

Go-to-market motion4 records

Distribution channels7 records

Marketing channels7 records

Core offering

Good To Great Tennis Academy operates the Norion Bank Arena in Danderyd, Sweden, delivering elite tennis and padel training programs, court rentals, leagues, summer camps, and youth development programs. The academy is led by former ATP professionals and complements its coaching with on-site gym, restaurant, sports clinic, retail shop, stringing service, accommodation, and corporate event facilities. Beyond sports training, the academy runs membership-based business networking clubs that combine tennis and padel with professional events.

Product overview

Good To Great Tennis Academy operates as a multi-faceted sports facility (Norion Bank Arena) offering elite tennis and padel training programs alongside comprehensive facility services. The core offering consists of three main program tiers: the Tennis Academy (with Annual, Fall, Weekly, and Evening programs) for competitive tennis players; Padel programs including NIU Padel (school partnership) and court bookings; and Members Club business networks (Members Club, Ladies Club, Next Gen Members, and Members Club-Padel). Supporting facilities include 13 tennis courts (7 indoor hard courts with GreenSet, 5 outdoor clay with TEGRA, 1 outdoor hard court) and 9 padel courts (6 indoor, 3 outdoor) from Unisport; GTG Gym (350m²); GTG Restaurant & Café; GTG Shop with professional stringing; Sports Clinic with Nordic Lifespan partnership; Event & Conference rooms; and Accommodation. The academy also runs GTG League (tennis) and various Padel Leagues, Camps (Performance and Kids), and Tournaments (SFG Masters).

Differentiator

Problem solved

Functional benefit

Brands

• GTG Restaurant: Arena restaurant serving breakfast, lunch, and dinner daily, plus catering services.
• GTG Gym
• GTG Shop
• GTG League
• Members Club
• Ladies Club
• Next Gen Members
• GTG Performance Camp
• Kids Camp

Products and services

• Tennis Academy Programs Full-time and part-time elite tennis training programs for competitive junior players aged 14-19, coached by former ATP professionals. Includes on-court training, fitness, school support, accommodation, meals, and access to the Performance Center.
• Good to Great Tennis Academy Overall elite tennis academy brand offering world-class coaching from former ATP-ranked players Magnus Norman (ATP 2), Mikael Tillström (ATP 39), and Nicklas Kulti (ATP 32). Targets competitive players aiming for professional careers.
• NIU Padel National sports program combining elite padel training (3 mornings per week) with college preparatory academic studies at Danderyds Gymnasium, in partnership with the Swedish Padel Federation.
• Members Club Subscription-based business networking club for executives and entrepreneurs that combines padel and tennis play with seminars, company presentations, co-working access, and exclusive sporting event hospitality.
• Ladies Club Subscription membership for women combining tennis, padel, fitness training, seminars, social events, and access to a dedicated changing room, app, and conference facilities.
• Next Gen Members Annual subscription business network for young professionals aged 22-35 offering 30 tennis/padel sessions per year, access to world-class coaches, company presentations, and social events.
• Members Club - Padel Subscription padel membership offering 2x weekly Breakfast Padel sessions, weekly drop-in training, AW Padel social events, gym access, members lounge, free parking, 20% shop discount, and 10 private lessons for 6,000 SEK.
• GTG League Recurring tennis league with singles matches and promotion/relegation across 11 divisions. Three rounds per term, 15 matches total per player. Pricing: SEK 4,295/term non-member, SEK 3,795/term member, SEK 2,295/term member with spelrätt.
• Padel Leagues Recurring padel leagues in multiple formats: Company Padel League (SEK 3,000/company for 10 matches), Men's Padel League (SEK 1,400/player for 7 matches), Ladies Padel League, and Mixed Padel League (SEK 2,800/player for 14 matches).
• GTG Performance Camp Summer training camps for competition-level tennis players aged 10-16 (minimum UTR 3). Includes accommodation, meals, 2 tennis plus 1 fitness session daily for 4 days, and match play on the final day. Price: 14,000 SEK per week (11,900 SEK without accommodation).
• Kids Camp Beginner tennis school-level summer camp for children aged 8-14, featuring up to 3 hours daily tennis training with experienced coaches, off-court activities, and lunch. Available summer week 33.
• Evening Academy After-school tennis training program Monday-Friday after 16:00 for younger players from the evening academy, coached by Johan Hedsberg and Emilia.
• GTG Gym 350m² functional gym with state-of-the-art equipment, personal training, treatments, and experienced trainers/therapists. Membership: SEK 700/month or SEK 6,000/year. Age limit 15 years.
• GTG Restaurant & Café On-site restaurant and café serving breakfast buffet (Mon-Fri 07:00-09:45), lunch à la carte (Mon-Fri 11:00-14:00), dinner reservations, coffee, sandwiches, and pastries.
• Catering Service Catering service offering breakfast to pastries, buffets, and three-course menus for events and private functions at the facility.
• Event & Conference Facilities Conference facilities with five meeting rooms (Wimbledon 32 sqm, WTA 2x50 sqm interconnected for up to 80 persons, US Open 22 sqm, Roland Garros 25 sqm), equipped with whiteboard, wifi, and projector.
• GTG Shop Pro shop selling Wilson and Yonex rackets, balls, bags, shoes, apparel, accessories, and GTG merchandise. Open seven days a week.
• Stringing Service Racket stringing service by ATP/WTA tour stringer Paul Malone, including racket tuning for weight and balance. Available Monday-Friday on-site at the facility.
• Sports Clinic Medical and fitness services including experienced fitness coaches, treatments, sports massage, injury care, and osteopathy, provided in partnership with Nordic Lifespan longevity clinic.
• Accommodation On-site full board accommodation at the arena with 21 double rooms, shared toilets and showers in corridor. Optional add-on for academy and camp participants.
• Tennis and Padel Court Bookings Hourly tennis and padel court rentals through the MATCHi booking system. Indoor and outdoor courts available, bookable with or without a coach.
• SFG Masters Tournament Annual youth tennis tournament (SFG Masters by Stiftelsen Actum) held December 12-14 for players born in 2012. Includes pool play, Wilson US Open balls, and prizes including international tournament trips funded by Stiftelsen Actum.

Quantifiable outcome

• Multiple academy players winning international tournaments (Yoana Konstantinova J300 Mexico, Victor Rydén J100 Latvia, Isak Bössfall J30 North Macedonia, Arturs Zagars J100 Palermo)
• +3 more outcomes

Named customers19 records

Segments7 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Danderyds GymnasiumcoreStrategic or Co-development Partner · 1 January 2019NIU Padel program collaboration since autumn 2019. Partnership allows young talents to combine padel training with studies at Danderyds Gymnasium college preparatory programs.
• Swedish Padel FederationcoreStrategic or Co-development Partner · 1 January 2019NIU Padel program collaboration with Danderyds Gymnasium. Federation partnership for developing Swedish padel through elite youth program.
• YonexminorOthersEquipment sponsor providing rackets, balls, strings. GTG Shop sells Yonex products. ATP/WTA tour-approved equipment.
• MATCHicoreTechnology or IntegrationBooking system partner for court reservations and padel activities. All court bookings and league registrations processed through MATCHi platform.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• IMG Academy: Large multi-sport performance academy in Florida operating tennis, golf, basketball, and more with boarding, academic, and athlete development services. Comparable as a broader incumbent offering premium residential training across sports rather than specializing in tennis and padel.
• SATS: Largest Nordic fitness chain operating hundreds of gyms across Sweden, Norway, and Finland with memberships, group classes, and personal training. Comparable as a broad incumbent in Nordic sports/fitness with subscription-based memberships and facility operations.
• Nordic Wellness: Major Swedish gym and fitness chain offering memberships, group exercise, and personal training across hundreds of clubs. Comparable as a broad Nordic incumbent in subscription-based sports facility operations, though it does not focus on tennis/padel coaching.

Regional players

• PDL Center: Swedish padel club operator running multiple padel centers across Sweden with court bookings, coaching, and league play. Comparable as a regional peer competing for Swedish padel court-hour demand and league participation.
• Kungliga Tennishallen (The Royal Tennis Hall): Historic Stockholm tennis venue offering courts, coaching, and club membership. Comparable as a regional Stockholm tennis club competing for the same affluent local member and corporate clientele as GTG.

Emerging players

• Padel Royale: Premium padel club operator in the Nordics and Europe combining courts, coaching, leagues, and members' club amenities. Comparable as an emerging operator blending padel with hospitality, league play, and social/membership experiences.

Direct peers

• Rafa Nadal Academy: Elite tennis academy in Mallorca founded by Rafael Nadal, offering residential and day programs with full coaching, fitness, and accommodation. Directly comparable as a Grand Slam-led elite tennis academy targeting international junior players with premium pricing and integrated facilities.
• Evert Tennis Academy: Florida-based elite tennis academy founded by Chris Evert, offering full-time and weekly training programs with residential options. Comparable as a Grand Slam-led academy targeting competitive juniors with comprehensive coaching and tournament support.
• Sanchez-Casal Academy: Barcelona-based elite tennis academy offering full-time and weekly programs, accommodation, and tournament play. Directly comparable as a European residential tennis academy with similar program tiers and pricing structure.
• Mouratoglou Academy: Elite tennis academy in the South of France founded by Patrick Mouratoglou, former coach of Serena Williams. Comparable as a coach-led premium academy combining training, boarding, and tournament preparation for aspiring professionals.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/gtgtennisacademy
• LinkedInlinkedin.com/company/good-to-great-tennis-academy

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 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 Good To Great Tennis Academy