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Design study · Sport

Baseline Tennis Academy

Brand and website for a performance tennis academy, built to turn visitors into members by showing the training data and making a court two taps away.

Project
Design study
Sector
Sport · tennis academy
Year
2026
Services
Brand identity, Website Design, Analytics
Baseline Tennis Academy home page on a laptopBaseline Tennis Academy home page on a phone
Overview

Overview.

Baseline is a brand and website for a performance tennis academy. We built it to show how a sports business can sell what makes it different, coaching backed by data, and turn that into court bookings and memberships from the first screen.

The challenge

The challenge.

Most club and academy websites read like a noticeboard: opening times, a PDF of fees and a phone number for bookings. Serious players choose an academy on coaching quality and how quickly they can get on court, and neither is easy to judge from a typical site.

01

Coaching you can’t see

Video analysis and serve tracking are an academy’s strongest selling point, but they rarely appear before someone signs up.

02

Booking by phone

If a player can’t see a free court and take it, they book wherever they can.

03

Fees in a PDF

Membership prices hidden in a download make every tier feel more expensive than it is.

Our approach

Our approach.

Foundation first, in this order, so each step makes the next one work harder.

  1. Position

    Performance tennis, measured: every serve tracked, every rally mapped.

  2. Identity

    Optic yellow on court navy and cobalt, with a tall condensed type that reads like a scoreboard.

  3. Show the data

    The first screen carries live serve speed, spin and placement readouts and a match widget, so the coaching method is visible before anyone reads a word.

  4. Booking in four steps

    Surface, day, time, length. Taken slots are struck through and the session summary updates as you choose.

  5. Membership in public

    Three tiers with prices and what each includes, so players can choose without a sales call.

What we built

What we built.

01

Identity

A ball drawn from two seams on an optic-yellow disc, set beside a tall condensed wordmark. Navy and cobalt carry the court; optic yellow marks every action and every live number.

02

The data on the first screen

A player at the top of the serve, framed by live readouts for serve speed, topspin and shot placement, with a floating match widget showing the set score and a heatmap of where shots land.

  • The headline splits into red and cyan on hover, like a broadcast graphic
  • Readouts count up as they appear
  • A live score that plays out point by point
Baseline home page: Own the court, with serve speed, topspin and placement readouts around a player mid-serve
03

Four surfaces, one academy

Players pick a surface and see it drawn as a court, with its pace, bounce and the number of courts, then book that surface in one tap.

Baseline surface picker: hard court, red clay, grass and indoor carpet
04

Membership in public

Three tiers with prices and everything they include, so a player can compare them without asking.

Baseline membership tiers: Rally $49, Baseline $129 and Championship $349 a month
05

A court in four steps

Surface, day, time and length. Booked slots are struck through, and the session summary updates with every choice.

Baseline court booking: surface, day, time and duration, with a session summary
06

Built for the phone in the kit bag

Players book between sessions and check stats courtside. Every section was designed at phone size, with the readouts and booking steps reflowing to fit a thumb.

Baseline home page on a phone
Serve readouts and the match widget on a phone
Court booking on a phone
How we’d measure it

How we’d measure it.

A design study has no results to report. On a live project, these are the numbers in the monthly report, measured against the starting baseline.

  1. Court bookings made online, and the share made from a phone
  2. Visitors who start a booking and finish it
  3. Trial sessions that become memberships, by tier
  4. Member retention at three and six months
  5. Off-peak court use on each surface
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