From individuals to organizations, weekend warriors to professional players, minute observations to big-picture ideas, tennis has been top of mind across the board over the past two years.

“I feel like this is the tennis boom part two,” says Trey Waltke, general manager of the Malibu Racquet Club in southern California. “Everyone is talking tennis. Everyone is playing. People are rediscovering how great tennis is.”

Tennis shouldn’t rest on its laurels; the first boom didn’t last forever. But this is as good of an opportunity to reflect on what the sport has gotten right, during a time when so much has gone wrong.

Over the next few weeks, we'll do just that, with a series of stories—30-Love—that highlights 30 things worth celebrating about the New American Tennis Boom. Look for past articles on the left side of each page.—Ed McGrogan


At the helm of his eponymous firm HolterMedia, Pete Holtermann has provided an array of services to several of the biggest tournaments in tennis—the Western & Southern Open and the WTA Finals chief among them.

In doing so, “We work with events to understand what makes them unique, establish goals for their message, then strategically develop specific tone and craft messages accordingly to be delivered on a variety of channels,” Holtermann writes on the company website.

HolterMedia provides a one-stop shop for tournaments, maintaining their media centers while also curating their social media throughout the year, of particular use for events ostensibly out of business 51 weeks a year. As much as a player wants to win a tournament, Holtermann wants you to know about a tournament, in an engaging way. No doubt about it: Holtermann is a serious about the business of sport, hosting his own podcast interviewing industry insiders and elite for his podcast “Credentials Only,” which boasts over 50 episodes.