Tennis is booming in America, with a record-breaking 27.3 million people picking up a racket last year—a staggering 54% increase since 2019. But here’s where it gets controversial: as the sport surges in popularity, a fierce race is unfolding to monetize the data generated by these millions of players. Could this data-driven revolution enhance the game, or is it a slippery slope toward over-commercialization?**
The United States Tennis Association (USTA) reported that 'core players,' those hitting the courts 10 or more times a year, grew by 1.5 million to 14.5 million in 2025. This explosion in participation has sparked a gold rush among tech companies eager to become the Strava of tennis. Strava, a platform beloved by runners and cyclists since 2009, allows users to track performance and share their achievements socially. While Strava does offer tennis features, like cardio tracking, it lacks the in-depth stroke analysis provided by specialized apps. A Strava representative hinted at plans to enhance their tennis offerings with match tracking, but for now, tennis remains their most uploaded racket sport.
Every month seems to bring a new entrant into this crowded market, each promising to help players unlock their full potential. In November, tennis legend Andre Agassi partnered with IBM to launch a digital platform for tennis, pickleball, and padel. This AI-powered tool analyzes everyday video footage to deliver professional-grade coaching directly to players' phones. Other major players include Zenniz, offering real-time performance tracking and electronic line calling, and Baseline Vision, which provides similar features. PlaySight, an early mover, offers a multi-angle video platform for coaching and automated highlights.
And this is the part most people miss: the undisputed market leader is SwingVision, founded by AI experts from Apple and Tesla. With around 500,000 users—90% of whom use the tennis feature—SwingVision boasts 25,000 paying subscribers. For $180 a year, users get 30 hours of monthly footage, AI video trimming, match highlights, shot stats, heatmaps, and line calling. Its investors include tennis stars like Andy Roddick and James Blake, and its user base is strongest in the U.S., China, and the U.K.
The app’s popularity is fueled by its ability to make players feel like pros. Users mount their phones on the court with a $50 Swing Stick, record matches, and instantly trim two-hour games to 20-minute highlights. Advanced features include automatic tagging of missed shots and heatmaps of shot placement. A new AI Swing Coach feature tracks players’ best and worst patterns, aiming to help them 'beat a specific opponent in the next few months.'
But is this data obsession taking the joy out of the game? Some cyclists and runners argue that tracking every metric has diminished their love for their sport. Will tennis amateurs feel the same way? Only time will tell. For now, SwingVision’s social features—leaderboards, shared highlights, and community challenges—mirror Strava’s success, fostering a sense of connection among players.
Content creators like Mark Sansait, a former college tennis player turned software engineer, are amplifying this trend. Sponsored by SwingVision, Sansait shares highlights on his YouTube channel, reaching nearly 25,000 subscribers. 'It’s super easy to export vertical videos for TikTok or Instagram Reels,' he says, showcasing the app’s viral potential.
Coaches, too, are embracing this technology. SportAI, a Norwegian company founded by former NCAA player Lauren Pedersen, uses computer vision and machine learning to analyze players’ techniques. During a trial at London’s Roehampton Club, the system provided detailed feedback on my amateur game, comparing it to professional benchmarks. While the comparisons were humbling, the actionable tips—like improving hip movement for power—were invaluable.
But could AI replace human coaches? Some fear it might, as AI can analyze patterns and provide feedback without human intervention. However, coaches like Øivind Sørvald, who works with Casper Ruud, see AI as a complement, not a replacement. 'AI saves time,' Sørvald says, 'but it can’t provide the emotional and psychological support that coaching requires.'
As the digital revolution in amateur tennis accelerates, questions remain. Will live streaming become the next frontier? Can tennis ever have a true equivalent to Strava, given its head-to-head nature? One thing is certain: with more players than ever and technology blurring the line between amateur and pro, the future of tennis is as exciting as it is uncertain. What do you think? Is the data-driven approach enhancing the sport, or is it a step too far? Let’s debate in the comments!
