Client
Services
Volunteering
Organizational Strategy
Creative Direction
Experience Design
Community Building
In 2017, I seized the opportunity to revitalize an aging corporate tennis facility in central Berlin, co-founding Tennisfreunde Berlin-Mitte to modernize the sport and challenge outdated club traditions.
Challenge
The old corporate tennis center, with five courts and an 80s-style clubhouse, was an underutilized space with incredible potential. However, at this time, German tennis culture was deeply rooted in tradition, and many clubs had operated similarly for decades. The challenge was twofold: modernizing the club’s structure, design, and coaching while fostering a welcoming, community-driven atmosphere that appealed to a younger, urban audience.
Approach
I co-founded a nonprofit club, redefining tennis with modern coaching, innovative branding, and a strong community focus. With my friend Hakan leading coaching and me shaping structure and identity, we created an inclusive, forward-thinking experience. Hakan’s program blends technical excellence with an engaging approach, while I ensured a seamless, inspiring member experience through strategic identity and operations.
Result
Tennisfreunde Berlin-Mitte has grown into a thriving, inclusive community with over 400 members, including 140 children, setting a new standard for tennis clubs in Germany. Our success in modernizing coaching, fostering a welcoming culture, and reimagining club infrastructure made us a role model in the industry. The German Tennis Association recognized this impact and invited me to speak at their official conference, sharing our approach so other clubs can learn from our experience.
