In 2023–24, Tennis Wales undertook a transformative project funded by the Anti-Racist Wales Action Plan (ARWAP). The initiative focused on tackling racial inequalities in sport, empowering ethnically diverse communities, and making tennis more accessible and inclusive across Wales.
Through a strategic mix of training, festivals, and community partnership, Tennis Wales not only exceeded its participation targets but also laid important groundwork for long-term systemic change.
Project Goals and Intended Outcomes
360 young people aged 11-18 from Black, Asian and Minority Ethnic groups to gain equality of access to sports provision and participate in active lifestyles.
32 young people aged 11-18 from Black, Asian and Minority Ethnic groups supported to gain their Level 1 and to have
2 complete an LTA Level 2 tennis coaching qualifications; empowering them to express their cultural identity through sport.
12 grassroots community-based organisations to co-design and deliver 12 tennis festivals that celebrate our diverse but shared cultural heritage through sport aiming to engage 600 participants across all the festivals.
80 leaders across 40 current and new Welsh SERVES delivery venues to complete an accredited online anti-racist training course; empowering them to promote anti- racist practice and principles to over 1,000 young people.
Key Achievements
This innovative programme surpassed expectations:
28 Ethnically Diverse Groups Engaged: More than double the original goal, connecting with communities across Wales.
2,751 Participants: Across 13 festivals and weekly LTA SERVES sessions, Tennis Wales saw over 2,500 thousand take part
13 Community Festivals Delivered: Co-delivered 13 festivals across Cardiff, Swansea and Newport in collaboration with local community groups
48 Level 1 Tennis Assistants Trained: delivered multiple LTA Level 1 courses free of charge with many adaptions made helping a 48 individuals complete core training
2 Level 2 Instructors Qualified: Funded and supported 2 individuals to complete
their LTA Level 2 Instructor core training
Key Learnings and Best Practice
Overall, there has been many learnings taken from this project that can help shape and inform our work in this space moving forward. Our project evaluation identified several key take aways from an organisational perspective:
- Earlier community engagement helping to shape the approach. A project of this nature needs a longer project development phase as starting from a standing start is difficult in work with new communities.
- There is a need to undertake soft relationship building as part of everyday work, engaging regularly with the advocates and key people in the community. There may be a need for training to support this aspect.
- There needs to be a switch from ‘do to’ to ‘do with’, giving ownership to local groups to flex how the project develops.
- Continue to have challenging and brave conversations with funding partners to ensure best value is achieved from the grant award in terms of flexibility to use funding including different approaches to grant scrutiny (e.g. Sport Wales).
- If not forthcoming from grant provider, seek to create own communities of practice to ensure learning from others working in this space is capitalised.
From a communications perspective we will;
- Promote ‘coaching’ as a career and create stories to highlight career opportunities for individuals from non-traditional tennis backgrounds and diverse communities. Look to promote the role in different ways e.g. job fairs, innovative approaches.
- Upskill, if necessary, Tennis Wales communications lead on inclusive comms and how to make it clear using innovative messaging to meet diverse audiences.
- Utilise skills of communications lead or other partners to upskill the communities to be self-sufficient to create own messaging to meet their own community needs.
Sustainability
To ensure the long-term sustainability of the programme, Tennis Wales will:
- Establish Clear Pathways: Develop structured progression routes from LTA SERVES to Tennis Wales in the Park programmes, fostering ongoing participation.
- Secure Long-term Funding: Pursue grants, sponsorships, and partnerships with organisations that align with our EDI goals, ensuring consistent financial support.
- Strengthen Community Partnerships: Work closely with local community groups and schools to maintain engagement and co-deliver programmes that resonate with participants.
- Embed EDI Training: Continue expanding in-person workshops and mentorship programmes, equipping coaches and apprentices with the tools to engage diverse communities effectively.
- Monitor and Evaluate: Regularly assess programme impact and participant feedback to adapt and improve initiatives, ensuring they remain relevant and impactful. Using Equality Quality Impact Assessments more often.
- Promote Local Role Models: Leverage the apprentices’ success stories to inspire new participants and reinforce the programme’s community relevance.
Our learnings focus on how we support our new SERVES venues to grow and flourish within our network. With particular attention to establishing effective ongoing support and development for participants in the LTA SERVES programme:
1. Monthly Check-ins with participants, activators, community groups and key community leaders to review progress
Purpose: Regular check-ins create structured opportunities for participants to share progress, discuss any challenges they face, and celebrate successes. This consistent engagement can maintain motivation and build momentum.
2. LTA SERVES Community Tournament or Festival
Purpose: By organizing a local tournament or festival, participants can directly apply their new skills, including event planning, community engagement, and leadership, in a real-world setting
3. Continuous Skill Development and Learning Opportunities for LTA SERVES activators and recently qualified Level 1 and 2 coaches
Purpose: Offering ongoing training—whether through workshops, webinars, or on- the-job coaching—allows participants to develop a deeper skill set over time.
4. Feedback Loop and Impact Evaluation
Purpose: A structured feedback loop helps to assess the effectiveness of the support
initiatives and allows for adjustments based on participant experiences and
outcomes.
Live by tennis wales strategic pillars
Lead on creating learning opportunities with others
Drive collaborative cross sector approaches to community work
Innovate approaches to recruitment & selling coaching differently (e.g. apprenticeships etc)
Have honest conversations with funders about need to flex to deliver what is needed
Celebrate success & learn from failures.
View the Tennis Wales EDI plan 2024 – 2026
