Beyond The Baselines

One of the leading NCAA Division I female coaches and one of the nation’s leading teaching professionals, Shir Azran joins the podcast. Azran is just off a summer at Sippican Tennis Club in Marion, Massachusetts where she served as Assistant Director of Tennis. Now at well-known Boston area club Weymouth, Azran is coaching the number one junior prospect in the USA, Chloe Anthony, who is currently ranked number 4 in the world in the 12 and under age group. Azran was the leading Israeli junior when she left her native Israel for the Auburn University women’s tennis team. Completing her college career at UNLV, she knew that coaching was in her blood. She is only the second female coach, and the first since 2016, in the history of the NCAA D1 to be the head coach for both a women’s and men’s team and lead them to the conference tournament championship game. Her Wagner men’s team went on to win their conference and punched their ticket to the big dance where they lost to Texas A&M. Azran has worked at some of the leading racquet clubs in the country, including Pretty Brook Tennis Club in Princeton, NJ, New Canaan Field Club in New Canaan, CT and the famed Sippican Tennis Club in Marion, MA. She takes us through how she goes about understanding the differences between clubs and then the change in coaching college juniors compared to club juniors. She discusses how she adapts her work based on the strength of her director, the student, the adult or junior, and how to approach members socially and competitively. One of the leading coaches in the country joins the BTB Podcast.

Magnus traces his unlikely journey from growing up as an aspiring ice hockey goalie in Uppsala, Sweden, to playing collegiate tennis at Ferris State University and beginning his professional career under legendary tennis director Mike Rahaley in Vero Beach. He also recalls accepting his first director’s position at just 26 years old—despite having never played platform tennis and knowing little about squash—and learning quickly that succeeding at a private club requires far more than technical expertise. Now in his 14th year at Louisville Country Club, Magnus discusses how the club has evolved from a traditional golf club with a seasonal tennis program into a year-round racquets destination. That transformation has included the growth of platform tennis, eight dedicated pickleball courts, year-round ClayTech tennis courts, a major court renovation and an increasingly active membership.

Ben Nichols, President of Padel22.com, joins host Ed Shanaphy to investigate the American market for padel. The global sport is coming to America, but is America to insular with its own sports such as baseball and the NFL? Does competitive tennis have a stranglehold on the young racquet player? Join us and find out.

In this episode of the BeyondTheBaselines.com podcast, host Ed Shanaphy welcomes listeners back for another insightful conversation exploring the latest developments in the private club and hospitality industries. This installment turns the spotlight on a fundamental—but often overlooked—component of racquet sports facilities: court fencing and surrounds. For decades, chain link fencing and windscreens have been the standard. But as the sport evolves, the question arises—are these traditional solutions still the best fit for modern clubs? Joining the podcast are two industry innovators from Pickletile: Matt Rineberg, Vice President of Sales, and Brooks Wiley, Head of Strategic Partnerships. Shanaphy first encountered the Pickletile team at the PGA Show and later at RacquetX in Fort Lauderdale, where their comprehensive approach to court development stood out. Pickletile is not simply focused on building courts—they are rethinking the entire playing environment. From planning and permitting to construction and performance optimization, their work addresses one of the most pressing challenges in racquet sports today: sound and wind mitigation, particularly in the rapidly growing pickleball sector. In this conversation, the group explores why traditional fencing may no longer meet the needs of today’s facilities, and how emerging acoustic solutions—now recognized by USA Pickleball—are reshaping the landscape. They also discuss key growth markets across the country, including South Florida, Texas, and the unexpectedly strong demand in Chicago. Beyond infrastructure, the episode delves into the future of pickleball as a professional sport, examining what is needed for long-term growth and sustainability. Topics include the relationship between amateur and professional play, and whether greater alignment with tennis platforms such as UTR could unlock new opportunities. For club operators, developers, and industry professionals looking to build, upgrade, or future-proof their racquet sports offerings, this episode provides valuable perspective and forward-thinking insights. With that, listeners are invited to enjoy the discussion with Brooks Wiley and Matt Rineberg of Pickletile.

Louise Fahys, co-founder of Plan2Play Artificial intelligence is no longer a future concept in club management — it is already reshaping how private and commercial clubs operate. But according to Louise Fahys, we are only scratching the surface. Fahys is the co-founder and CTO of Plan2Play, a court and sport booking platform built by people who understand both software engineering and the realities of club life. Her view is clear: the next generation of club operations will be driven by intelligent, conversational interfaces — think ChatGPT-style applications — where members interact directly with technology to book courts, schedule lessons, manage guest play, and personalize their club experience. AI Is Going to Change Everything in Club Management AI is already easing the workload for Directors of Racquets, Golf, and Operations. Tasks that once required hours of manual setup — like creating round robins, allocating courts, or balancing player levels — can now be handled in seconds. Names go in, constraints go in, and AI produces fair, efficient scheduling by level, gender, or randomization. And that, Fahys says, is just the beginning. The real shift will come through dynamic pricing. Much like airlines adjust pricing based on demand, clubs will increasingly use AI to price court time, tee times, lessons, clinics, amenities, and guest fees in real time. One-hour bookings will replace fragmented half-hour gaps. Utilization improves. Revenue becomes more predictable. Member experience improves. Data Will Confirm What Clubs Already Suspect AI will also validate long-held assumptions in club operations. Fahys notes that most club professionals already understand that the average lifetime value of a pickleball participant differs from that of a tennis member — and that tennis often differs again from padel or squash. AI won’t just confirm those differences; it will quantify them. That data will influence everything from facility development to membership structures, programming decisions, and long-term capital planning for both private clubs and commercial operators. The End of the “Fiefdom” Era One of the most challenging areas for clubs, particularly member-owned facilities, is change. Software transitions are often resisted — not because the technology isn’t effective, but because long-standing habits and informal traditions are deeply ingrained. Unspoken court ownership. Preferred time slots. Long-tenured directors controlling access “the way it’s always been done.” AI introduces transparency. And transparency challenges tradition. As clubs move toward data-driven scheduling and access, those informal systems may begin to fade. For some, that will feel uncomfortable. For others, it will represent progress — fairer access, clearer policies, and a better overall member experience. Looking Ahead Fahys believes the clubs that embrace AI thoughtfully — using it as a tool to enhance service rather than replace hospitality — will be the ones that thrive. The technology is not about removing people from the equation; it’s about freeing professionals to focus on what matters most: relationships, programming, and experience. The future of club management is arriving faster than many expect. And for those willing to engage with it, the opportunities are significant.