USTA
DEI as a growth engine DEI can often be a secondary metric or a compliance requirement for organisations, but for the USTA, it is the primary driver of market expansion. This focus is encapsulated in the US Open’ s“ Be Open” campaign, which is a movement that begins as a publicfacing celebration of diversity during the tournament and translates into an internal mandate for long-term growth of the association and the sport it oversees.
The USTA’ s primary goal is to grow tennis by removing barriers to entry – thus, making it inclusive and accessible to all.“ Be Open is really the celebration of our aspiration of inclusion,” Henry explains.“ We want every single person to feel that tennis is for them. We want every single person to feel these outstretched arms that bring them into the sport.”
To bring this to life during the US Open, the USTA offers dedicated programmatic activities, including Asian American Pacific Islanders( AAPI) Day, Pride and Latine culture celebrations, and events honouring Historically Black Colleges and Universities( HBCUs) and those with disabilities.
However, Henry is quick to point out that these are not merely“ viral moments” for social media; they are the front end of a data-backed strategy to diversify the sport.“ How do we know whether we’ re successful? Well, the proof is in the pudding,” he asserts.“ The Annual Tennis Participation Report, based on data from the Physical Activity Council( PAC), shows participation growth in each of these communities.”
Marrying a personal passion – tennis – with a role that allows me to explore purpose and mission was too exciting to pass up
Henry Lescaille Chief People & Culture Officer USTA
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