Pro:Direct Tennis x New Balance Clubhouse: Westway Recap
The first-ever New Balance Tennis Clubhouse, hosted at Westway Tennis Centre in London, didn’t just land, it went off.
In the middle of a cold January, New Balance, Pro:Direct Tennis and Bagel Magazine delivered something the UK tennis scene has been craving: warmth, colour, community, and unmistakable Australian Open "Happy Slam" energy.
The first-ever New Balance Tennis Clubhouse, hosted at Westway Tennis Centre in London, didn't just land, it went off. Over 600 players registered interest and we had court capacity for just 120 guests, so tickets became some of the hottest in UK tennis at the start of 2026. Missed out? We're sorry... But this is only the beginning.
A Snapshot of the Day
- 120 players from tennis communities across London
- 100+ spectators bringing the noise courtside
- 12 coaches delivering energy-led, inclusive sessions
- Special guest: Genie Bouchard
- One unforgettable atmosphere from start to finish
From the moment guests walked in, the Clubhouse felt different. Inspired by New Balance's presence at the Australian Open, the space blended performance tennis with music, culture, food and community, all under one roof. It felt like tennis, but with the volume turned up.
A Community-First Tennis Event
This wasn't an influencer showcase.
It wasn't a closed-off industry event.
The New Balance Tennis Clubhouse was built for the communities of London.
Players and coaches from Black Tennis Mentors, Hijabi Serves, Network Ace, She Can Serve, and other grassroots groups came together on court. Different backgrounds, abilities, cultures and beliefs, united by a shared love of tennis.
Across the day, more than 120 players, 100+ spectators, 12 coaches and a 15-strong delivery team brought the event to life. The coaches set the tone early and never let it drop, even when voices were going and legs were heavy. The vibe stayed relentless, inclusive and joyful. Exactly what tennis needs more of.
New Balance: Investing in the Future of Tennis
As an Australian Open sponsor, New Balance is synonymous with the Happy Slam. This event proved that same energy can thrive in the UK, too.
By partnering with Pro:Direct Tennis and Bagel Magazine, New Balance showed a genuine commitment to growing the game, not just showcasing it. From product testing and on-court challenges to cultural spaces off court, the brand brought performance and personality together, proving tennis can be elite and welcoming at the same time.
In the depths of January, New Balance delivered sunshine.
What Happens Next?
For Pro:Direct Tennis, this event wasn't a moment, it was a promise.
Every coach involved in the New Balance Tennis Clubhouse has now been selected as a Pro:Direct Ambassador. That means:
- Ongoing support for their clubs and communities
- Access to exclusive product, discounts and perks
- Opportunities to activate their audiences with Pro:Direct
- Tickets, experiences and moments money can’t buy
As the Official Retail Partner of the LTA for Tennis and Padel, Pro:Direct Tennis is uniquely positioned to pass real benefits directly into the grassroots of the sport, where it matters most.
The Tennis Clubhouse Is Going on the Road
Will we do this again?
Yes.
In 2026, the Pro:Direct Tennis Clubhouse will return for every Grand Slam:
- Australian Open (Completed It)
- French Open (Clay)
- Wimbledon (Grass)
- US Open (Hard Court)
Four events. Four surfaces. One mission: grow tennis through community, culture and connection.
A Final Thought
What we witnessed at Westway was the opposite of the outdated, exclusionary stereotypes tennis can still carry. It was open. It was supportive. It was fun. Ability didn't matter. Background didn't matter. The love of the game did.
Tennis has the power to keep people fit, strong and mentally healthy, and the science backs it. Now the job is making sure everyone feels welcome enough to experience those benefits.
If we could bottle the energy from the New Balance Tennis Clubhouse and pour it into every tennis club in the UK, we would. Until then, we'll keep showing up, on court, in community, and across the country.
This is tennis. And it's just getting started. 🎾
