Eldon Whitlow, owner of Ad-In Tennis, has successfully operated his business for over 30 years. He is the perfect example of a successful entrepreneur who values tried-and-true practices that keep his customers coming back.

1. What motivated you to start your business in the tennis industry?
I sold a business and agreed to a two-year non-compete as part of the sale. My sons were tennis players, and knowing firsthand the problem of having to drive 40+ miles to get racquets restrung, I decided to start stringing at home. It didn’t take long to realize that I was fulfilling a need for this rural area that housed many tennis enthusiasts.

2. Can you describe some of the key challenges you faced when launching your business and how you addressed them?
I was challenged when word of mouth began bringing in more business—not just stringing but people asking for racquet sports items. I was almost forced to begin stocking more racquet sports inventory. Knowing what to have available and in what quantities was a definite challenge and learning curve. Over time, it went from a couple of string reels to a wall display of string and grips.

3. What were the most important factors you considered when choosing the equipment you use in your business?
I’ve always been fascinated with machinery and machine tools, so it was easy for me to ask questions and research the information available then. I was fortunate to know a shop owner in another state who was most willing to answer questions, let me use his equipment, and discuss the ins and outs of having quality vs. cost.

4. Things such as a stringing machine and diagnostic equipment are important to a tennis business that services racquets. What factors did you consider when investing in the specific brands and models of equipment you use?
I started with a quality Lock-Out stringer and used it for a few years before adding a Gamma Lock-Out. This setup took care of my needs, but as the business grew and got more and more stringing business, not only from high schools but also from upper USTA-rated players, I realized I needed to upgrade again. I decided on Prince equipment due to the somewhat
the closeness of the Prince service provider near me ( I now have three electronic machines), and I was a Prince person (racquets, grips, shoes, etc.).

5. Looking back, what would you have done differently when it comes to starting your business?
I would have tried to develop more relationships with manufacturers to offer customers more options when deciding on a racquet.

6. What were some pivotal decisions that significantly contributed to the success of your business?
I tried to be all things to all people regarding tennis. This was probably good for business but also very hard on home life. Thankfully, my wife was and still is very supportive and understanding when we would get a caller at 10:00 pm coming from a tournament and scheduled to play again the following day with a racquet needing restrung. Many late hours. Has always being available brought in more or new business? I like to think so. We provide a service, and most appreciate that service.

7. How did you determine your target market and what strategies did you use to reach them?
My target market was already in place. There was a need in the area, and I tried to fill that need. However, as the business grew and my services were noticed over the years, I was fortunate to become involved with some D1 colleges and not only string for them, but we now do tournaments. If you do good work and treat the customer right, your reward will come. (Maybe not as quickly as you want, but it will eventually)

8. If your business has ever had employees, what has been your approach to hiring and building a strong team?
I don’t have employees, but my wife is always helpful. We have a business meeting and vote on an issue. I vote yes, and she votes no…. the no always wins! A little marital advice here.

9. Can you share a specific marketing or business strategy that yielded great results for your company? What were those results?
My rural area will only provide a limited amount of business. Therefore, it was necessary to expand into other areas. Service has been and is my main strength. One satisfied customer will lead to another satisfied customer and
so on.

10. What advice would you give to aspiring entrepreneurs in the tennis industry based on your experiences?
Have a basic understanding of stringing and products. Purchase the best equipment that you can afford. Cheaper is NOT better. Start small and learn. So many have the idea that just because I have a stringing machine, I’m a stringer. Nothing could be farther from the truth. Seeing someone on YouTube telling you how to string a racquet is not always the best or
correct way. Try to align yourself with people who know what they are doing and are willing to share their knowledge. A good example is joining the IART.

11. How did you personally acquire the necessary skills and training to excel in the tennis industry?
Early on, I tried to be around successful people in the tennis business. I learned and developed ideas from their success. I’m not afraid to ask questions. Later, I could attend symposiums sponsored by Tim Strawn, director of IART. Attending and being around world-class stringers and tennis companies was valuable to me. It gave me the
knowledge and confidence to take on more advanced stringing opportunities. Never stop learning.

12. What resources or experiences were most valuable in your personal development?
There have been many experiences, good and not so good. Watching the tears of a kid who couldn’t afford a racquet after I gave one to her will always stand out (even if I never sell or string another racquet, this one experience is worth it all). The USRSA has been a good resource for me, and later on, IART has been the major contributor to my success.

13. Have you invested in training for yourself and if so, what specific training programs did you invest in? What positive outcomes have you observed as a result of this investment?
I have mentioned IART specifically because it’s been so valuable to me—not only for knowledge but also for the many friends I have gained by joining this organization. I have learned firsthand from attending the symposiums, and now the IART website has developed into a gigantic resource for all members who are more than willing to help.

14. How did your business evolve to compete with Internet retailers?
My business is based on service. However, carrying more inventory than I would like to have was necessary by buying in quantity to get better discounts. Having a racquet in stock sometimes will make the sale because the customer doesn’t want to wait. Another factor is Internet sellers, in most cases, now have to charge sales tax. I’ve had some complaints before this went into effect, such as that they could buy on the internet cheaper when I had to add tax to their purchase. Sometimes, I had to bite my tongue and not say, “Will they string your racquet at night so you have it to play with the next morning”? The tax deal has been good for me since internet stores usually ship freight paid, so it has evened out for me. The free freight and no
tax sometimes was an obstacle I couldn’t overcome.

15. How many years have you been in the tennis business and what was your most challenging year and why?
30+ years. I would say year 3 or 4 was the most challenging. The business was good, and it looked like it would continue growing. I had to decide whether I was in it for the long haul or not. I’m happy that I decided to stay. It has been great to be doing something that I totally enjoy, and the people I have met over the years have been so rewarding.