Agassi Sports Entertainment (ASE) and USTA Coaching have entered into a multi-year collaboration aimed at modernizing tennis instruction by combining USTA coaching methodology with ASE’s developing AI-powered digital coaching platform.
Under the agreement, USTA Coaching will provide its proprietary curriculum, educational content and American Development Model programming for integration into the ASE platform, which is being developed in collaboration with IBM. The initiative is designed to give players greater access to personalized instruction while connecting them with certified coaches, programs and educational resources.
USTA Coaching Pro and Pro Plus community members are expected to receive complimentary access to the platform when it launches, while eligible adult USTA members are anticipated to receive discounted subscription pricing. The organizations also plan to explore additional benefits, offers and initiatives for coaches and players.
“Great coaching can change a player’s trajectory, but too often that guidance isn’t available when and where people need it,” ASE co-founder Andre Agassi said in announcing the partnership. Agassi said the collaboration will bring trusted coaching principles into a platform capable of supporting players on a daily basis while connecting them to the broader coaching ecosystem.
The partnership will also have a presence at USTA Coaching’s inaugural Coaches Open, scheduled for Aug. 25-27 at the New York Hilton Midtown ahead of the US Open. Renowned coach and ASE advisor Darren Cahill will headline the event, which is expected to attract more than 500 professional coaches for educational sessions, professional development and on-court demonstrations at Louis Armstrong Stadium.
The agreement represents another step in ASE’s expansion at the intersection of racket sports, technology and player development. The company, built around Andre Agassi and Stefanie Graf, has been developing its digital coaching platform with IBM as part of a broader strategy to create technology-enabled products and experiences across the global racket sports market.
