Offline Weekly Edition #5 🎾
LoveTennis LA
Tennis is getting a refresh.
With an aging audience and big-name players stepping back, both the ATP (Association of Tennis Professionals) and WTA (Women’s Tennis Association) are adjusting their approach to better connect with Gen Z, testing faster match formats and finding ways to meet this audience where they are.
What once felt exclusive or old-school is now becoming more social, stylish, and aspirational. Nostalgia, luxury fashion, and the appeal of entering traditionally closed-off spaces are drawing in younger people. New brands like Spence are also gaining traction, aiming to disrupt the traditional racquet sports clothing market.
Now, hundreds of tennis clubs and communities are rising up across the nation in response to this surging interest in the sport. This week, we spoke with one of these communities to tell their story.
LoveTennis LA (Los Angeles)
LoveTennis LA is a tennis and social collective dedicated to making the sport and its surrounding culture more inclusive and accessible throughout Los Angeles. It was created to bring together movement, culture, and community, with a focus on creating space for Black and Brown communities in tennis.
In just over a year, LoveTennis LA has hosted over 25 events, each attracting 150+ attendees, and grown to over 6,000 followers. Their events, ranging from beginner clinics and rallies to wellness activations and socials, regularly sell out in under 72 hours. LoveTennis LA continues to create space for people to connect through sport in a way that feels welcoming, low-pressure, and community-first.
Q&A with Andrea, host of LoveTennis LA.
Q: How did Love Tennis LA get started, and how has it evolved since then?
LoveTennis LA started as an idea between friends that tennis should feel less like an exclusive club and more inclusive and community focused. Something that would bring people together that felt chill, fun, and not competitive or intimidating. Our concept was redefining Sunday Funday, and we focused on creating a fun safe space for new people to connect and move their bodies with no need to already “knowing how to play.”
We concentrated on beginner level players and tennis enthusiasts while also welcoming advanced level players to the mix. We combined tennis with great music, good food, and good vibes by offering tennis clinics mixed with social hours that featured photobooths, fun games, mimosas the whole nine. Our attendees get to not only get in a great workout but network in a curated space with likeminded women in Los Angeles.
What began as small meetup has now evolved into a full-blown lifestyle brand hosting tennis events with over 150 attendees and an event platform that bridges tennis with music, wellness, social connection, and intentional fun. Over time, we've expanded beyond the court hosting curated experiences like sounds baths, wine tastings, field days, hikes, creative wellness events and more.
Q: Who tends to show up at Love Tennis LA? What kind of people are drawn to this space?
It’s definitely a mix, but the one thing that connects everyone is good energy. We get people who maybe haven’t touched a racket since middle school, alongside folks who’ve played for years. It’s creatives, wellness lovers, folks new to LA looking for community, people who are just tired of the same old scene and want something refreshing. Everyone comes as they are and that’s what makes it so special.
Q: Tennis has exploded in popularity lately. Why do you think so many people are gravitating toward it right now?
I think people are craving movement and connection in ways that don’t feel forced, especially after the pandemic and tennis gives you that. It’s active, but it’s social. Plus, the fashion, the culture, the vibe around it right now just feels cool. You don’t have to be an expert to enjoy it, and that’s the part we love leaning into.
Q: What role do you think brands can play in supporting growing communities like this?
Brands have a huge opportunity to tap into real connection and do more than just advertise. Supporting communities like ours isn’t just about putting a logo on a flyer, they have the opportunity to show up, be part of the energy, and help create moments that people remember.
We’re in an era where everyone is seeing influencer trips, curated experiences, and over-the-top events.
People want to feel included in those kinds of environments, whether they have a big following or not. The truth is, everyone is influential to someone, their friends, their group chat, their local circle.
When a brand helps create moments where everyday people feel seen, celebrated, and part of something exciting, that resonates deeper than any “influencer” post. At the end of the day, it’s about connection. By showing up for real communities, in real life, brands aren’t just selling something; they’re earning loyalty. And that matters so much more in the long run. It’s important for brands to meet people where they are and help create spaces that make them feel like they belong there.
Interested in partnering with LoveTennis LA for an upcoming event?
🎾 August 23, 2025
LoveTennis LA has its signature event coming at the end of this summer.
They currently have 1 headline sponsor opportunity available, and we are working with Andrea to find and vet the right brand partners for this event.
Email us at connect@offlinetalent.com if you’re interested in connecting with Andrea and her community!
We hope you enjoyed edition #5 of Offline Weekly, a newsletter featuring up-and-coming offline communities.
We believe the future of brand marketing and community building is Offline.
For more information on how we connect brands with offline communities, visit us at offlinetalent.com or email us at connect@offlinetalent.com.