USTA Appoints Industry Exec To Lead Engagement & Services

The United States Tennis Association (USTA) has announced the appointment of Mickey Maule as the Association’s managing director of engagement & services.

Maule will direct the development and implementation of overall business plans and strategies with a focus on tiered levels of engagement and value. He also will lead the development of industry-wide partnerships that will include the Tennis Industry Association, racquet manufacturers, retailers, large facility operators, and other tennis organizations focused on growing the game. He will also manage the staff that focuses on all major community tennis activations in the U.S. which includes Arthur Ashe Kids’ Day, the US Open and US Open Series. This will include the development of ideas and concepts to attract, engage and retain new players to the game.

“Mickey is a strategic and transformational leader with over 20 years of experience in the sporting goods industry and an outstanding record of taking companies to No. 1,” said Craig Morris, USTA chief executive, Community Tennis. “To be able to add Mickey’s tennis DNA to our team is a game-changer as we move to a service-based organization and focus on accelerating and expanding tennis participation.”

“Having played and loved tennis all my life, I’m honored and extremely excited to join the USTA team,” said Maule. “I look forward to bringing together all key players in the tennis ecosystem, driving collaboration, innovation and engagement to promote and grow the game exponentially. I’d like to see tennis become the fastest growing sport in the country.”

Maule most recently worked at Wilson Sporting Goods as the commercial director, North America-Racquet Sports. Under his leadership, Wilson returned to No. 1 in racquet sales in the U.S. market and the No. 1 brand. Before joining Wilson, he was the national sales manager for Babolat where he led, managed and set the strategic direction for all sales activities in the U.S. Under his leadership, Babolat reached No. 1 in racquet sales in the U.S. market.

Photos courtesy Mickey Maule/USTA