About
We operate at the intersection of racket sports, hospitality, technology and performance — advising ventures, brands and individuals on how to build meaningful, high-quality racket-sport environments.
Founder-led and internationally active, the consultancy combines strategic clarity with deep on-court and operational expertise.
Our experience across elite racket brands informs the perspectives we publish through our Insights.
Leadership & Vision
The consultancy is led by Philippe Azar, a racket-sport veteran with extensive international experience across tennis, padel and pickleball.
With a background spanning coaching, program and facility design, events, operations and luxury hospitality environments, Philippe has worked across a wide range of settings — from private clubs and resorts to digital platforms, brands and individual public figures shaping the sport.
This breadth of experience allows each project to be approached holistically: not simply as a sporting challenge, but as a strategic, commercial and experiential one.
A Networked Model
While the consultancy is founder-led, delivery is never a one-man operation.
Each engagement is supported by a trusted, international network of elite coaches, event specialists, operators, performance experts and strategic partners. Teams are assembled specifically for each project, based on its scope, geography and objectives.
This structure ensures:
Senior-level involvement throughout
Access to specialist expertise where required
Scalable, world-class execution on the ground
Clients benefit from a single strategic point of leadership, combined with the depth and flexibility of a wider professional ecosystem.
How We Work
Our work is guided by a simple principle:
racket sports should be commercially sound, operationally robust and emotionally engaging.
We believe sustainable success in tennis, padel and pickleball comes from aligning:
Clear strategic intent
Thoughtful experience design
High coaching standards
Operational excellence
Rather than templates or off-the-shelf solutions, every engagement is shaped around the client’s identity, audience and long-term objectives.
Who We Work With
We work with a broad yet aligned group of clients, including:
Tennis, padel and pickleball clubs
Luxury hotels, resorts and destination venues
Racket-sport brands and digital platforms
Technology and performance companies
Athletes, coaches and public figures
Events, media and travel specialists
Projects range from discreet advisory roles to full strategic and operational involvement.
Lets Start A Conversation
Whether you are developing a new concept, refining an existing operation or seeking experienced advisory support, we’d be pleased to explore how we can work together.