USTA coaching membership experience launch

Tennis is growing across the United States, yet only two-in-10 players currently receive formal coaching. To close the gap and fuel the next generation of players, the United States Tennis Association (USTA) teamed up with Code and Theory to launch USTA Coaching, the organization’s first national coaching membership platform—brought to life through a new marketing site, an MVP dashboard experience, and an expanded visual identity for the sub-brand.

Code and Theory partnered with the USTA to clarify the problem, align stakeholders, and shape an experience built to scale. You’ll learn how the team translated a complex national challenge into a focused approach that supports coaches and players. The result: a clearer path to expanding access and accelerating adoption across the U.S.

Code and Theory designed and launched the USTA Coaching marketing site alongside an MVP dashboard experience, creating a cohesive foundation for how the new sub-brand shows up and performs. The work brought the marketing and product touchpoints into alignment, making it easier for USTA Coaching to communicate its offering and deliver a consistent experience.

Building on a fresh new visual identity for USTA Coaching, Code and Theory expanded the system across key surfaces to ensure it felt unified and recognizable from the start. Together, the site, dashboard, and identity work established a clear, modern presence that supports the sub-brand’s growth and day-to-day use.