Inside Mouratoglou Florida: Valentin Demande Talks Expansion and Vision

Florida’s reputation as a global tennis hub is nothing new — and for the Mouratoglou Academy, the state’s strong tennis culture made it an obvious choice for expansion. The academy, originally founded in France by renowned coach Patrick Mouratoglou, has extended its reach across Europe, the Middle East, and now into the United States with a new location in the Sunshine State. 

“Florida is, I think, the state of tennis,” says Valentin Demande, International COO of the Mouratoglou Academy. “Probably if you look around the world, that’s where you have the most density of tennis players.” Florida Tennis caught up with Demande at the Mouratoglou Academy Zephyrhills opening event in late April.

Demande, a former player with years of experience in academy operations, is responsible for ensuring the Academy’s philosophy translates across continents. He points to one element as central to the Mouratoglou identity: adaptability.

“Patrick’s approach is the tailor-made approach,” Demande explains. “There is not one way to coach you, rather adapt to every single player that is in front of you.”

Photo credit: Barry Herscovitch

That approach, according to Demande, applies across all levels of the game — from beginners to elite junior competitors. “It’s really anyone,” he adds. “An adult picking up a racquet for the very first time, to a kid that is a top junior. You really have to understand your player.”

The new campus in Florida reflects that range. Alongside traditional clay and hard courts, the site includes padel and pickleball courts — a nod to the growing popularity of alternative racquet sports in the United States. The idea, Demande suggests, is to stay relevant and provide space for a wide variety of athletes.

Coaching at Mouratoglou isn’t framed as a rigid system. Instead, it’s shaped by interaction and understanding — an effort to meet players where they are and guide them with intention. “It all comes down to the team,” Demande says. “We have a team that is just passionate about what they do.”

Demande also emphasizes the importance of building a sense of belonging. “They do everything for the players,” he says. “And it’s a community.”

Photo credit: Barry Herscovitch

That community atmosphere, he suggests, helps counterbalance the isolation tennis players sometimes face in their individual journeys. The Academy environment encourages collaboration — whether in training, meals, or moments of recovery.

“We are in Florida. We are in the U.S. It’s a huge tennis market,” Demande notes. “We are coming from France, from Europe, with a way of coaching that’s maybe slightly different.”

The Academy's presence in Florida brings together elements from both European and American tennis cultures. It merges the structured, individualized methods developed abroad with the high-volume, competitive energy of the U.S. tennis scene.

As the Mouratoglou Academy continues to grow, its Florida location adds another chapter to its evolving story — one built not only on facilities and player development, but also on flexibility, passion, and a clear sense of mission.

Watch the full interview below:

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Written by Florida Tennis Assistant Editor Alex Binstok.