ITF

which resonated throughout the event, as was the importance of using technology and data insight to drive participation figures. "Development and participation is a principal strand of the ITF2024 strategy and one of our eight key priorities," said ITF Chief Operating Officer Kelly Fairweather, who had delivered the conference's opening address. "As the governing body and the guardian of tennis, the ITF's fundamental role is to drive this agenda and lead from the front. We will continue to work with our National Associations, Regional Associations and the industry to achieve each component of the ITF2024 strategy. "In terms of increasing participation, it is vital to share best practice and learn from other sports and one of the things which emerged from the conference was the need for research, data and metric-based solutions. "We are a long way down the road of having a co-ordinated plan but what is becoming more and more obvious is the need to have clear initiatives which are based on empirical research." Former Great Britain Fed Cup captain Judy Murray, who provided a rousing conclusion to the opening day of the conference, suggested that tennis had not always been the standard-bearer for pooling its knowledge base. This was a view shared by Paul Burditt, the Lawn Tennis Association's (LTA) Head of Insight and Strategy, who also stressed the need for more federations to enhance their participation strategies with the effective use of data and technology. "Tennis needs to get better at learning from other sports, industries and sectors to really get under the skin of what consumers want," said Burditt. "Data is crucial, although I would broaden it. It's not just about data, but also feedback and information. We're talking about human beings, who have a voice and opinion. "Data is only an output of that voice. I would say information and feedback are absolutely crucial, and some of that should be quantitative based, but it is equally important to listen in an appropriate way. "At the LTA, data is pivotal and information is vital but that only takes you so far. You also need interpretation as well. This then leads to insight, understanding and knowledge. Only then can you have strategies." In terms of the development endgame, the prevailing message was that no figure for those participating in and enjoying the game should be considered finite, a view reiterated by Luca Santilli, the ITF's Executive Director, Tennis Development. "Increasing participation is the core objective of the ITF's 2017-2020 development strategy and it was important that we sent a strong signal to our stakeholders that we are committed to making a big impact," he said. "The development drive is never over and we want to help every nation that is part of the ITF, inspire them and give them the tools they need. Strong development programmes will impact the next generation of tennis players and fans, and also deliver the next generation of champions. "We must continue to learn, whether that is from our nations or other sports and be open and receptive to new ideas, follow innovation and embrace technology and how the world is changing." While all discussions veered towards the future and what the outlook may be further down the line, the conference did afford the power of sport, the values it exudes and its significance as a vehicle for change to be lauded. 26 ITFWorld // SUMMER 2018 The USTA's Katrina Adams talking about the importance of increased gender equality "If we're truly going to achieve our full potential as a sport we have got to create more opportunities for young women" K A T R I N A A D A M S D E V E L O P M E N T Phalkun Mam of Tennis Cambodia

• Cover