Why a Portal Changes Everything

The information gap between tennis clubs and parents is wider than most clubs realise. Parents drop their children at coaching, wait in the car or the clubhouse, and pick them up 60 minutes later. They might exchange a few words with the coach, but in a group session with eight children and parents arriving at staggered times, meaningful feedback rarely happens.

The result is that parents have little visibility of what their child is learning, how they are progressing, or what is happening at the club. They find out about tournament entries from other parents. They arrive for a session that was cancelled an hour ago because the WhatsApp message was buried under 40 other notifications. They do not know their child has been assessed as ready to move from Orange to Green stage until the coach mentions it in passing weeks later.

A portal solves all of this by giving parents on-demand access to the information they need, when they need it, without requiring any additional work from coaches beyond what they should already be recording.

LTA Stage Visibility and Development Tracking

For parents of junior players, the most valuable portal feature is visibility of their child's position within the LTA development pathway. This means showing:

Current stage: Which mini tennis stage (Red, Orange, Green, Yellow) their child is in, with a clear explanation of what that means in terms of equipment, court size, and skills.
Stage criteria progress: Which of the criteria for the next stage their child has already met and which they are working towards. This turns an opaque process into a visible, motivating checklist.
Assessment history: Past assessment results showing the trajectory of improvement over terms and years.
Technical profile: If your coaches record stroke assessments, displaying the five-point scale for each technical area (forehand, backhand, serve, volley, movement, tactics) gives parents a detailed view of strengths and development areas.

This level of transparency has a direct impact on retention. When parents can see measurable progress, they perceive value. When they perceive value, they continue paying for coaching. When the process is opaque, they rely on gut feeling, and gut feeling is easily influenced by a child saying "tennis is boring" after one bad session.

Coach Comments and Session Feedback

Individual comments from coaches, even brief ones, are enormously valued by parents. A portal that allows coaches to add a sentence or two after each session ("Worked on serve toss today, much more consistent. Ready to try targeting the deuce court next week.") creates a feedback loop that would be impossible in person at scale.

The key is making it easy for coaches. If adding feedback requires logging into a desktop system and filling in a form for each of 30 children, it will not happen. A mobile-friendly interface where the coach taps a child's name and types a quick note, or selects from pre-written templates, makes the difference between a feature that gets used and one that is abandoned after the first week.

AMES provides coaches with a mobile-first interface through its Teach portal, where session feedback can be entered immediately after coaching while observations are fresh, and it flows directly to the parent's view in Connect.

Weather Notifications and Session Updates

Weather cancellations are the single biggest source of parent frustration in outdoor tennis. A portal with integrated notifications solves this by providing a reliable, consistent communication channel.

Push notifications: When a session is cancelled, a push notification reaches every affected parent immediately. No reliance on them checking WhatsApp or email.
Session status indicators: The portal shows whether each upcoming session is confirmed, under review (weather being monitored), or cancelled. Parents can check at any time without contacting the club.
Make-up session visibility: When a session is cancelled, the portal shows whether a credit has been applied, a make-up session has been scheduled, or the term will be extended. Parents see the resolution alongside the cancellation.
Weather policy reference: A link to your club's weather cancellation policy within the portal means parents can check the rules themselves rather than phoning to ask why a session was cancelled when it "wasn't raining that hard."

A single source of truth for session status eliminates the confusion that arises when some parents get the WhatsApp message, others check the website which has not been updated, and others phone the clubhouse and get different information from whoever answers.

Tournament Calendar and Competition Access

For clubs that run internal competitions and enter players in LTA-graded events, the portal should serve as a competition hub.

Internal Competitions

Display upcoming internal tournaments, box leagues, and club championships with entry deadlines, eligibility criteria, and online entry. Results and draw updates should appear in the portal so players can check their schedule without needing to visit the clubhouse noticeboard.

External Competitions

Curate a calendar of relevant external competitions: LTA-graded tournaments at nearby venues, county championships, and inter-club league fixtures. Include links to LTA competition entries where appropriate. For parents new to competitive tennis, add guidance on what to expect at a tournament, what to bring, and how the rating system works.

Booking and Account Management

Beyond coaching and competition information, the portal should allow parents and players to manage their relationship with the club:

Court booking: Book courts, see availability, and pay online.
Coaching enrolment: View available coaching groups, see which have availability, and enrol or join a waiting list.
Payment history: View past payments, outstanding balances, and applied credits.
Membership management: View membership status, renewal dates, and update payment details.
Contact details: Update personal and emergency contact information without needing to contact the office.

Key Takeaways

Show LTA stage progression and assessment data in the portal so parents can see measurable development without chasing coaches.
Make coach feedback mobile-friendly so it actually gets recorded, and flow it directly to parent-facing views.
Centralise weather notifications with push alerts and session status indicators to eliminate communication confusion.
Build a competition hub with internal and external tournament calendars, online entry, and results.
Enable self-service account management for bookings, payments, enrolments, and contact details to reduce administrative burden on staff.