Community tennis expansion Midtown has recently launched the Alan G. Schwartz Community Tennis Program to expand access to tennis in underserved communities across Chicago, presenting a potential upsell opportunity for equipment, coaching, and private group sessions tailored to new players and community partnerships.

New training offerings Introduction of The Pit, a new strength training studio in Chicago and Rochester, indicates a growing demand for in-house, specialty fitness experiences that could be complemented with branded apparel, nutrition coaching, and hybrid memberships.

Integrated member tech Existing tech stack includes Club Automation partner status and digital tools like Google Ads and Visual Website Optimizer, suggesting opportunities to upsell advanced digital marketing services, CRM optimization, and data-driven member engagement campaigns.

Leadership stability Recent high-level appointments (GM and CMO) and a history of executive leadership changes imply an opportunity to align with strategic initiatives, corporate communications, and B2B partnerships that resonate with a refreshed brand voice.

Wellness ecosystem Comprehensive wellness offerings—from tennis and aquatic programs to spa, cafe, and social events—signal cross-sell potential across ancillary services, member events, and corporate wellness packages for local businesses.