Personal Branding and Marketing in Tennis - with Tracy Almeda-Singian
Welcome
Episode Narration:to Racquet Fuel, where we launch into great conversations and share powerful tools to help you become a stronger rackets leader. Your hosts are Kim Bastable, a former All American Tennis player and now the director of tennis management at the University of Florida. And Simon Gale, the USTA senior director of Racquet Sports Development. Here's Kim and Simon. Welcome
Kim Bastable:to Racquet Fuel. I'm Kim Bastable, here with my cohost, Simon Gale. Simon, we have a fascinating guest today in Tracy. She has blazed a trail that few have transitioning from life as a player and coach into interesting career focused on marketing and branding. I'm excited to talk to her.
Kim Bastable:I bet you are too.
Simon Gale:Yeah. It's always interesting to hear how former tour players transition into the the professional or corporate world or working world. So Tracy's got a great story and looking forward to having her tell it today.
Kim Bastable:On to our guest, Tracy Almeda-Singian, who was ranked as high as 159 on the WTA tour and who now works in marketing in corporate America. So she shares today for clubs to learn from her marketing knowledge. Tracy, we're thankful for your time. Welcome to the show.
Tracy Almeda-Singian:Thanks for having me, Kim and Stein. Appreciate it.
Kim Bastable:So to understand you better, we thought we might talk about how you ended up in marketing. And and we talked, you know, before this this call that you skipped the college scholarship path to pursue the tour, but, unfortunately, injuries cut things short for you there. So you started a coaching job sort of to pay off your tour debts and begin to live life. And and coaching just didn't seem to be enough for you because you put on a challenger tournament, raised hundreds of thousands of dollars with an event with with Andy Roddick. This is just not typical work for pro or for a coach.
Kim Bastable:So you seem to have shown that natural knack for marketing from the start. How did you realize that? When did you realize that?
Tracy Almeda-Singian:I don't think I I initially realized it, to be honest. It's just, you know, this this opportunity to do something new. And I think that's, you know, really what what motivates me is exploring and, you know, trying to to to learn what I'm capable of doing. You know? And coaching, I always love coaching.
Tracy Almeda-Singian:And when anybody asks me still still ask me today what's been the most rewarding thing, it has been coaching in my career and seeing kids develop as they have and and grow up to be successful adults in their own right. And and, you know, whether they're, like, lawyers or doctors now, you know, I'm hoping they'll hire me one day. I I think that's really the the thing that I'm most most proud of is is the coaching part. But, you know, I was twenty twenty one when I stopped playing on tour. And so when I was teaching at Kiwi Tennis Club, you know, I was like, what what else am I capable of doing?
Tracy Almeda-Singian:I think, you know, when you're in tennis, tennis is the only thing you think about from age nine to, you know, whenever you stop playing. And and I think there was this moment where I'm like, what what else am I capable of doing? And one of the things that inspired me to start a challenger was, you know, Midland, Michigan. Right? They had a challenger in the dead of snow in the middle of nowhere.
Tracy Almeda-Singian:Midlands, like, not I wouldn't say a play a destination that you want to go to. Right? And, but I loved playing there because they made it an event, and they made it great. Like, it felt like a WTA event, and it was a challenger. And they brought in, you know, higher ranked players at the time that were higher ranked than than me as well and were top 50.
Tracy Almeda-Singian:And so that always inspired me. And these people came, you know, throughout the town, and it was like a full stadium. They built a stadium indoors, and it was just something that I I really admired, you know, of making these different events of having, like, a spaghetti night and having, you know, an hour of beer free for for the members and things like that. So I said, okay. Why don't I do, you know, the beach side version of that?
Tracy Almeda-Singian:And, so I was fortunate enough that the club I was at at had, quite a few of the local business owners. And so came up with that idea to start a challenger, tie it to a charity because we know that, you know, challengers historically don't make money. And so, looking at it as a tax deduction, I just did some research and, you know, these people that are making higher that are higher net worth individuals would probably want the tax deduction and still support something that's local. So, was fortunate enough to have people that love the idea, went to local business owners, and they supported it. And, you know, it helped helped sort of Kiwi Tennis Club get on the map, you know, in terms of the tennis scene.
Tracy Almeda-Singian:And it was always a great club and a new club at the time. And, yeah, we raised we raised hundreds of thousands of dollars. And then, yeah, just just from there, it was just self motivation to see what what else I was capable of doing. And, it was tennis, but it was also trying to get sponsors, doing the volunteer groups and getting people that I knew I could work with and trust and get their help to make this happen for our community. It was really truly a community event.
Simon Gale:So Tracy, you kind of skipped over very quickly how you went from tour pro to being part of an event that inspired you to start something. That's not normal for most people. That takes some exceptional motivation and a talent that you've tapped into. Coaching sounded like it was very rewarding. And then you've moved into this raising hundreds of thousands through a challenger tournament.
Simon Gale:Then you offered a position with Wilson in marketing. Were you hesitant to leave coaching? It sounds like you got a lot out of it but found your next calling pretty quickly. Was there any hesitation there? Just tell us a little bit about that.
Tracy Almeda-Singian:Yeah. I'd been in Florida for so long, training and then coaching. And, you know, through USPTA, I was for actually fortunate enough to meet so many different pros. And and Corey Springer was somebody that I met through my time of of coaching, on the at Wilson Sporting Goods and, you know, the networking that you have through, you know, these professional associations, I think, sometimes is maybe undervalued or what we have in tennis in terms of a a network and a global network at that is is is maybe undervalued. So I was able to meet Corey through that and, you know, build build a good rapport and relationship, and and he was very instrumental in me having the opportunity opportunity at Wilson.
Tracy Almeda-Singian:You know? He said, hey. There's there's an opportunity in, US promotions at Wilson, and, would you be interested? And I never really spent much time in Chicago. It's not a big tennis mecca at all.
Tracy Almeda-Singian:So I was like, well, I know it was about mid twenties. And I was I was really curious again. It was that curiosity and that growth mindset that I was like, well, I know I didn't go to college and people are probably willing to take, you know, a risk on somebody in their mid twenties. They're not gonna take a risk on somebody that they're like 40. Right?
Tracy Almeda-Singian:They're they're willing to sort of try to nurture, young talent. And and so, you know, it was it was a tough decision. I I still I still live where I taught tennis, my house and where I plan on retiring. I loved Kiwi Tennis Club. I love this community in Brevard County, being on the Space Coast.
Tracy Almeda-Singian:And it was it wasn't an easy decision. You know? I had to take a pay cut to to go explore what I could potentially do, in corporate America. Because I knew that I could always go back to tennis. That's always gonna be something that I know that I'll be considered at a pretty high level.
Tracy Almeda-Singian:But in corporate America, they're they're just not gonna take a risk when when you're later on in your career and you've been somewhere for, you know, ten, twelve years. So, you know, I got a pair of closed toe shoes and and, went for the the interview. I hadn't, I think, worn proper shoes for a long time being in Florida and just playing tennis and and teaching. So, went up to to Chicago for the interview. It was actually a couple of days just before, we were we were doing the Andy Racquet event and, did a day of interviews.
Tracy Almeda-Singian:And, they offered me the job. I was fortunate they offered me the job, and, you know, that was the catalyst. Us being at Wilson was the catalyst for for many of the things that I've been fortunate enough to do, there. So, you know, Corey believing in me and and continues to be my mentor today has been a blessing.
Simon Gale:It's funny how those moments in your life, you look back now and you're not that old either, Tracy, you look back too far. You look back now and you say, that moment in time, that probably a calculated risk to some extent, but part of it was I'm just gonna have a go at this. And and you you pack up and and move to Chicago and move from your your favorite place on the beach. But you look back now and you say, wow. How how your career has transpired, and you look at Wilson has moved moved you to Red Bull, then to the New Orleans Pelicans Community Credit Union, and now you're the senior director of sports marketing with St.
Simon Gale:Jude's Children's Hospital. Yeah. So what have you learned along the way that help people listening in relation to marketing their clubs or programs effectively?
Tracy Almeda-Singian:Yeah. I mean, I think the number one thing that before even going to the marketing portion is to just do everything with, like, passion and to to do what you know, to to sort of trust your instincts, you know. I think when you trust your instincts, you're really tapping into something that is close to your heart. And when it's and then when it's close to your heart, you're gonna find more success. Right?
Tracy Almeda-Singian:They they always say I mean, a lot of people say, like, oh, if you do something you love, you'll never feel like you're working, you know, a day in your life. And and I feel like that is that comes true. Right? And from a young age, pursuing a dream of playing on tour, pursuing a dream of, like, really trying to understand what I'm about out out outside of tennis, I think has been a continuous journey. Right?
Tracy Almeda-Singian:Because you never know what you're capable of doing without taking that step that that is sort of undefined and and unknown. And I I think you're right. A lot of people don't thrive in that. And for me, you know, I I I love that part of it, the unknown and just being uncomfortable. Because when you're uncomfortable, you learn and you grow, you know, and and touch on things that you would never touched on before if you continue to do the same thing over and over.
Tracy Almeda-Singian:And marketing continues to evolve in that way. Right? Social media started with with websites, then it started to social media, and now we're talking about AI and cryptocurrency. I think that whole evolution of what society is doing right now is just so interesting, and marketing pushes us in that way to continue to to innovate and look at things in a different way because you have to sort of go above the noise because everyone starts doing the same thing. Right?
Tracy Almeda-Singian:Red Bull started content marketing. Now content marketing is just everything. And so how do you how do you separate yourself from what's, what's out there? And tennis pros need to do that too. Right?
Tracy Almeda-Singian:What separates you from the competition? When you look at the other clubs in your community, what what separates you from club a, b, and c that are within a 20 mile radius of where you are? What makes you different? And I think really, you know, supporting your strengths as a pro, supporting your strengths as club, and understanding that and getting behind it, I think, is is great.
Kim Bastable:Well, that's exactly what we talk about in the the UF course that I'm in charge of, the University of Florida director of Racquet Sports course. And it just starts with knowing yourself and and really understanding who you are so that you get into the right position because I I'm like you. Believe everybody brings to it something uniquely different. I mean, you brought to it some level of those connections that you had at Wilson due to your time on the tour, you parlayed into this long time career, you could have chosen not to, or you you could have chosen, I suppose, a different path using Wilson. But what would those unique things that that I mean, you say people should, like, know.
Kim Bastable:Can you give us an example of, like, what's a way in which someone could differentiate themselves and then market that information? If you're a pro at a club and, you know, there are three other pros at the club or five other pros at the club, how would you say, since you know both marketing world and the and the tennis world, how how how does one differentiate and let their clientele know?
Tracy Almeda-Singian:Yeah. And I I think, you know, when you're at a club too, that that's where the collaboration comes in. And sometimes I do believe that in a club, lot of people are competing with each other. And that's not that's not really as healthy, let's say, as as a a work environment. And I think having those collaboration moments to say, okay, I know that, you know, I'm great at x and this is what you're great at.
Tracy Almeda-Singian:And we can really help build a really cohesive and integrated program because then you're really helping develop players. You're helping develop talent. And then if somebody wants to continue to evolve that way, you're also helping them as a coach. Right? And learning from them and and being sometimes the assistant pro when you can, you know, in in a clinic as opposed to being the lead.
Tracy Almeda-Singian:And I think there's there's value in that. You know? I think going into corporate America, I think helped me learn that more. You know? And I was never afraid of you know, we would when I was at Kiwi during spring break, I would take our our junior program to South Florida to ITA Tennis Academy with Alan Ma at the time and say, hey.
Tracy Almeda-Singian:I want them to hear it from somebody else because it's valuable. They might hear it in a different way. They might say it in a different, you know, thing. And I'm I'm on the court. I'm listening.
Tracy Almeda-Singian:So I'm learning as well from these other coaches and and the and the and the players. They hear me every day. Sometimes you just need a fresh voice, and it's said in a different way. So I think that value of being, you know, a team is is something that that tennis can really embrace a bit more and embrace learning from each other, embrace growing with each other more.
Kim Bastable:So that's interesting. Even though I asked you to differentiate yourselves and, you know, it's almost like your belief is there's really a lot of value in differentiating as parts of a whole. Correct. And so there's, like, figuring out what you love and what you maybe do better than somebody else. And then maybe you mentor them.
Kim Bastable:Maybe you're the excellent person at NetGen or you're the excellent high performance or you're the excellent with adults. And then the way that you work together, you market that as an entity as a whole that you can provide and then I guess train each other almost. I mean, sounds like the the one of the things that you're doing in corporate America. I'm sure you've had multiple roles in your many positions. Some where you've been maybe bottom of the barrel a little bit more and some where you've been top.
Kim Bastable:And and it sounds like you've really learned that teamwork aspect.
Tracy Almeda-Singian:Yes. For sure. I I came from really being part of, you know, of of these larger organizations. I don't I don't think Tennis taught me that. You know?
Tracy Almeda-Singian:And and maybe that would have been more helpful when I was playing doubles and and doing different things. It would have helped me grow quicker.
Simon Gale:It is something that we've talked about in the past too, Kim, that as an industry, you've got a lot of people who spent ten, fifteen years doing something for themselves as a player and then trying to transition to building my own brand and building my own client list and marketing myself. But then I'm part of a bigger picture and understanding that if we can market the big picture or the club and what the club brings, then we're all going to benefit. But that's a transition that is not easy for some teaching pros, think. So I think that's a great point. And talking about teaching pros, you've talked a little bit about the club picture in terms of the individual pros who maybe want to move up in their careers.
Simon Gale:And I think one of the things we've also talked about is the career pathway for coaches and a lot of coaches get stuck. How does a pro build their own brand while also trying to be a team member at a club, for example?
Tracy Almeda-Singian:Yeah. I mean, the digital landscape is so vast and I think it's really first understanding who you are, what audience are you trying to connect with and then leveraging social media, leveraging a website or LinkedIn and things like that. So it it really depends on what audience you're trying to attract. Right? Based on your on your strengths.
Tracy Almeda-Singian:So, for example, one of the channels that we would leverage at Citi was LinkedIn more because we're doing talent acquisition, and that wouldn't necessarily be something that Red Bull is using as much because they're not trying to get high net worth individuals or what have you. Right? They're leveraging more of the younger Gen z and Gen alpha. So we're leveraging TikTok and and Instagram more on at a brand like Rebel. So it's really understanding who you're trying to attract, and you can build your brand that way.
Tracy Almeda-Singian:You know? Social media is a great free tool for the most part. You can try to boost it if you have budget, but it's a great way to help people understand who you are. And that footprint lasts forever. I do always like to to give that warning.
Tracy Almeda-Singian:That footprint lasts forever on online. So, you know, realize that you should probably have private page that your friends can see pictures of your dog or what have you and then what you stand for as a pro. And I think that social media is a great tool. It can really help you boost your presence as an expert in the space.
Simon Gale:You said something earlier that I picked up on which was that perhaps we undervalue networking and how powerful that is with the clients we mix with and the people who come through our doors. What does that mean to you for a teaching pro or somebody at a facility who is trying to position themselves for the future? How important is that networking skill?
Tracy Almeda-Singian:It's more than important. I don't know what would be the higher version of that. It's so key. Tennis is very small. Even though it's a global sport, it's very small, very small network.
Tracy Almeda-Singian:And everyone knows everyone. So if you treat everyone with kindness and you treat people with empathy, even if you move on to the role, hopefully people are gonna say nice things. If they hear of a position open, you will be their first thought. So and you want to be their first thought. You wanna be memorable.
Tracy Almeda-Singian:You wanna be that first person that they wanna pick up the phone and recommend or say something nice. And so networking is so important. There has been so many contacts from tennis that have helped me throughout my career even today with Saint Jude. So I wouldn't underestimate it, you know, of of the power of tennis being a global sport, really working with a a diverse group of individuals overall from CEOs to local newscasters to influencers. And those people are influencers in your community.
Tracy Almeda-Singian:The people that you teach are influencers in your in your, like, in your world. You know? And I I think everyone is an influencer. I'll have jokes saying that, but it's true. Everyone thinks they're an influencer, and they can.
Kim Bastable:They can influence what people think about you, whether they hire you again, whether you get your next dream job. You've mentioned early on that you were curious and that you kinda never stop learning, that you're just really open, which is I think the way we all should be, not not stuck in the same ruts because there's guys, the world's changing fast. Just curious. How do you learn? Do you listen to podcasts?
Kim Bastable:Do you read books? Do you take courses? Because I think about somebody who grew up with social media. They kinda know social media. But when they get to the point of wanting to use it as maybe a tool for marketing, maybe they need to know about it in a different way or use it in a different way.
Kim Bastable:Is there anything you can recommend about how you learn and and learning?
Tracy Almeda-Singian:Yeah. I mean, I was terrible in school. So, learn learning for me really is what my interest is at that time. And knowing that marketing that landscape continues to change, I I read nonstop. I read nonstop online, not necessarily books, but online articles of what's happening, what's going on in the marketplace, what, you know, I studied Super Bowl commercials, like, it's gonna give me a paycheck, you know.
Tracy Almeda-Singian:But, like, one thing I noticed, obviously, it was it was over, right, over inundated with celebrity influencers. It was not really necessarily, like, as creative. Like, when we think about what Coinbase did two years ago with, the Pong and the QR code, right, that crashed their website because they had so many people because it stopped the noise. There was nothing except the QR code going side to side. Right?
Tracy Almeda-Singian:There wasn't necessarily anything like that. So it's gonna be really interesting. We're seeing everyone invest in influencers overall. How is that gonna change, right, people's perception of that peer to peer recommendation? Because everyone's trying to do it.
Tracy Almeda-Singian:Right? You're seeing a lot of collaborations between it. So I think you just have to continue to be open and and, yeah. I just continue to study, like, videos, articles. Like, it's it's reading nonstop all the time.
Tracy Almeda-Singian:And, podcasts are great as well. But I think it's gonna be the media social not just social media landscape, but the overall media landscape you're seeing, these streaming services now combining because they're not making money and they're spending so much for content. How is that gonna change? How people consume, you know, during, COVID because we were all home. We saw people absorb longer form, you know, content that they weren't.
Tracy Almeda-Singian:Because remember, we were, like, two years before that, it was like we didn't have more than three seconds to tell the story. Now we sort of went back to a normal pace, and then now we'll we'll see what happens in the next couple of years. So it's always sort of trying to analyze it and and not be afraid to try something new. You know? I think I just keep saying that, like, mindset and not not being afraid to try something new because it's okay if it fails.
Tracy Almeda-Singian:But you're not gonna find out what works until you you have to fail. Right? Like, you didn't hit a forehand perfect when you started tennis. Right? Like, you didn't learn that semi western grip.
Tracy Almeda-Singian:But it improves as you as you like work the muscles and you work the, you know, test there. That's, yeah, kind of the thing.
Simon Gale:One of the things I love what you're saying is and and I try and do this, it it drives my wife crazy is you sounds like you're always looking side of your industry too at general movement and trends, and you bring it back to how it may impact what you're doing versus you live, you know, from a tennis point of view, I'm not sure we're the greatest marketers and role models for other clubs, and we copy each other. You've got to look outside and see what other successful businesses are doing and apply that to your tennis business because I'm not sure we invest a lot in marketing, and a lot of us don't have large budgets at at facilities to to invest. So how do you do it with a limited budget and learn from other businesses? It's you you clearly have that mindset, and and unfortunately, I do too because it's it's exhausting sometimes because you just never stop trying to learn. But I love hearing that because I think it applies to a lot of us in the industry, how we could get better.
Tracy Almeda-Singian:Yeah. That's a great point. Right? It's looking outside of your own industry and every club is a small business essentially. And so look at small businesses that are being successful.
Tracy Almeda-Singian:You can take you can take little snippets that are gonna work for the sports space and work for the tennis club, you know? Yeah. A 100%.
Simon Gale:Well, the one thing that we haven't talked about much is where you currently work. And I think one of the things I'd love to hear from you is what's one of the things or the main things that you've learned through working at St. Jude? You've told us a couple of pretty powerful stories a couple of times we've spoken. What has that taught you about life and work and balance and what it all means?
Tracy Almeda-Singian:St. Jude is a very special place. Know, it was important for me to be in a place that was mission driven. That was one of the things that I was searching for. I was very happy at Citi.
Tracy Almeda-Singian:I think Citi is a great brand that I was very fortunate to work with. And when a child comes to St. Jude, no family pays for treatment, travel, food, or housing. It's 100% taken care of because St. Jude believes that it is so important for the family and the parents to just focus on that child living.
Tracy Almeda-Singian:And I think St. Jude makes a pivotal play for that child and for that family. And we have to make the pivotal play for ourselves when we talk about our journey as individuals, and not be scared to go after what we want, and to embrace what life is giving us at that point. I think being injured and like, it's so minor compared to a child, that that is a pivotal moment. It was a pivotal moment in my life.
Tracy Almeda-Singian:I mean, I didn't know what to do. I only thought about tennis, like, my entire life. Right? And so I could choose to cower down or just do status quo, or you can choose to, you know, try to take the road that's unknown. Right?
Tracy Almeda-Singian:And, you know but you have that support from your mentors, from the people that you you meet and you you get to know. And, you know, those people like my boss at Red Bull, Kyle, Shacker, who, you know, taught me to believe in myself, and believe in my talents, you know, and and someone like Corey who gave me the first opportunity, you know, St. Jude is like that for for them is is giving them opportunity to survive and live, hopefully for a long time, to find that path and that journey to live longer.
Simon Gale:Well, if you haven't thought about it yet, maybe public speaking might be one of the next things you do to inspire more people. You never know what's in your future, right?
Tracy Almeda-Singian:I think my mom would be very happy with that, but I don't think that's my thing. But thank you.
Kim Bastable:Well, you know what's such a great story is that you have left tennis, so to speak, but yet the way I didn't even know you is that you spent time on the USPTA board, and I became aware of you, and we connected. And the marketing aspect has always interested me, and it's great that you provide your knowledge in the industry back to the tennis world. I think that's something that's kind of a conflict for Simon and I. We don't want people to leave the industry per se. We'd love people to stay in coaching and investing.
Kim Bastable:But in a way, you are totally in the industry. You have still stayed so connected, and you are still you've done multiple conversations like this, back to your training. You've spoken at conferences. So what is exactly your tennis connection right now? I mean, I'm thrilled that you're taking the time.
Kim Bastable:Do you still play? Tell us a little bit about that.
Tracy Almeda-Singian:If you consider playing, like, having a heart attack after thirty minutes, you know, like, and laughing with friends when we we get back together. You know, people I played on tour with, we always try to hit and and play. I also help some, you know, friends in South Florida when they have younger players and they're talking about the tour. I'll do I'll do a couple days here and there to help them, hit with them, and and mentor them. And that's really, you know, how I stay involved.
Tracy Almeda-Singian:I think, you know, I'm very fortunate that, yeah, tennis has given me so much, and I'll always continue to give back to the sport, be involved whether it be through US PTA or doing things like this. It's a part of who I am, and I would never, yeah. Tennis has stuck with me. So everyone stuck with me for better or for worse, and, you know, I want to to continue that way. But, coaching, you know, it's it's more intermittent at this point of doing things and helping my friends that are are working with young players who are sort of in that transition.
Tracy Almeda-Singian:And at least a couple times a month, I do speak to the ATA and ATP tour players that are looking to make that transition from the tour to what they do next. And I think, you know, that's something that I can help with them help them with that from from experience, you know, and help them find their own their own journey. Because it's like you said, every I love that you said, Kim, that everyone has something to offer and it's very unique. And I just love that because it's so true. And I think a lot of people forget that sometimes because tennis becomes their identity and it's not who they are.
Tracy Almeda-Singian:You know? Like, it's part of it's part of them, but it's not who they are. And I think that's what we all have to remember. It's a special sport because it gives you a lifetime, but we are who we are and we've got to embrace that.
Simon Gale:Well, was going to ask you to try and wrap up with one clear message from this chat, but I think you just nailed it right there with that summary sentence. So, Tracy, it's been amazing listening to you. I didn't know that much about you until until this moment in time, and it it it's a great story. Keep doing what you're doing and and influencing others. And, yes, you you are more than welcome to keep coming back and contributing to our industry because you have a lot to offer, and we appreciate you.
Tracy Almeda-Singian:Thank you so much. Thank you for your time. Appreciate it.
Episode Narration:That's all for today, but we're not out of fuel. You can find more information and resources in our show notes and by visiting racketfuelpodcast.com. If you like what you just heard, please subscribe. And also, leave a review, which helps other people join the mission to become stronger Racquet's leaders. This
Conclusion:podcast is a production of Athlete Plus, the people, stories, science behind elite athletes and teams. Athlete Plus is the official podcast network of the Institute for Coaching Excellence, a research, education, and outreach center in the College of Health and Human Performance at the University of Florida. The Institute for Coaching Excellence offers various online certificate programs and degrees in partnership with the Department of Sport Management. Learn more today at coaching.hhp.ufl.edu.
