Tennis on the Rise as Retailers Embrace Community-Based Business Models
Community-based sports and lifestyle trends are reshaping the sports retail landscape in Indonesia. Previously focused on product sales, industry players are now adopting experience-driven retail approaches to build consumer engagement and strengthen community ecosystems.
This phenomenon is evident in the tennis sector, which has seen growing popularity in recent years, particularly among young urbanites. The sport is no longer viewed solely as a competitive activity but also as part of lifestyle, wellness, networking, and social identity.
Metro Tennis Terminal is reinforcing its position as the exclusive tennis retailer for On Indonesia through ‘Serve & Social’, a private tennis experience held at HQ Padel & Tennis in Pesanggrahan, Jakarta. The event is part of Metro’s strategy to develop a retail model that goes beyond sales transactions, offering direct experiences through coaching sessions, racket demos, performance testing, and community gatherings.
Managing Director Dhananjay Kuckreja said changing consumer behaviour means players now seek personal experiences before purchasing sports equipment. ‘Retail experiences no longer stop at transactions. Players need opportunities to try products, understand suitable setups, receive consultations, and see how gear performs on court,’ he said.
He added that this approach represents a new direction for tennis retail business in Indonesia, especially as the market becomes increasingly influenced by communities and user experiences. ‘Metro will continue investing in top racket demos, stringing services, and personalised retail experiences. We want players to come not just to buy, but to get the right guidance,’ Kuckreja continued.
During the event, participants tested On’s The Roger Pro 3 tennis shoes through movement training, coaching, and fun games. Metro also provided demo rackets such as Yonex MUSE, Yonex VCORE 2026, and Babolat Pure Aero 2026 strung with ReString.
Beyond product experiences, the event showcased how communities are becoming vital assets in sports business growth. ‘Serve & Social’ featured figures from sports, creative, entertainment, and lifestyle sectors in Jakarta, including Dion Wiyoko, Aero Aswar, Aqsa Aswar, and Boy Pablo.
Chief Marketing Officer Michael Luhukay noted tennis is evolving into an urban cultural phenomenon blending sport, social interaction, and personal expression. ‘Tennis is entering an exciting phase. It’s no longer just a competitive sport but part of lifestyle, networking, wellness, and personal expression,’ he said.
Luhukay added that Metro’s future business strategy will increasingly integrate retail, community, content, and premium offline experiences to build a stronger racket sports ecosystem. ‘Products remain important, but how people experience them is far more crucial. If we can make people feel more connected to the sport, gear, and community, the brand will grow stronger and more organically,’ he said.
This shift in consumption patterns is also prompting global sports brands to view Indonesia as a promising market for racket sports growth. On’s collaboration with Metro indicates the local tennis market is maturing, both in terms of community and lifestyle.
Founded in 1977, Metro Tennis Terminal is known as one of Indonesia’s racket sports retailers, offering products for tennis, padel, and pickleball, including rackets, footwear, apparel, and stringing and product consultation services. On is a Swiss performance brand known for innovative footwear and apparel, with its tennis line emphasising movement, comfort, and modern design through products like The Roger Pro 3.