Former Apple executive to head up tennis participation

A dynamic designer, brand and product expert is set to lead the growth of tennis in Australia.

In a new move for the organisation, Sam Davy will join Tennis Australia’s executive team in the position of Interim Director of Participation.

In 2002, Davy joined Apple, and as Global Creative Director helped shape one of the world’s most influential brands during its most prolific period of growth.

He worked closely with the executive team across many aspects of the business, including retail, online and events leading led the positioning and launch of iconic products such as iPod, iMac, iTunes, MacBook and iPhone.

In 2008, Davy moved his young family to Melbourne, consulting for Apple and improving its success in the Asian region.

Sam Davy

His next move was to Melbourne-based Crumpler as Brand Director where, for six years, Davy led the team through a period of growth and change, always with a focus on creating innovative, quality products and experiences.

Commenting on the appointment, Tennis Australia Chief Executive Craig Tiley stated “we are excited to have Sam Davy, a recognised creative leader, on board to help us grow our sport.

“Sam’s background with some of the most innovative and cutting edge brands in the world will bring a new perspective to our tennis team, particularly in the area of product development.

“Our most mature product, ANZ Tennis Hot Shots, is now recognised as Australia’s leading junior sports development program, with close to 200,000 participants. FAST4, which we successfully launched earlier this year with some of the world’s top players, is destined to revolutionise the way people engage with tennis.

“Sam’s leadership and success in his previous professional roles and his creative approach are something we are really looking forward to.”

Cardio Tennis

Welcoming joining Tennis Australia, Davy commented “the way Craig (Tiley) talks about tennis and what’s happening within Tennis Australia, is that it’s not just a sport and a sporting organisation, but a true lifestyle and media brand that has huge global potential. That’s what hooked me and got me interested from the beginning.

“I don’t have a traditional tennis background and look forward to bringing a completely fresh perspective to the organisation, as well as experiencing a totally new culture.

“The Australian Open is a great example of taking a traditional event and turning it into a dynamic, modern, lifestyle and entertainment brand. And that’s what I see as the future for tennis.”

Davy will lead the Participation team which encompasses: Programs, including ANZ Tennis Hot Shots, FAST4 and Cardio Tennis; Schools, Competitions; Clubs and Community; Coaches and Tennis Services. 

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