USTA Coaching CEO Craig Morris Outlines the Program’s Origins, Structure, and Plans for 2026

USTA Coaching launched in late 2025 as a new national initiative aimed at supporting coaches through education, resources, and certification. Florida Tennis Magazine spoke with Craig Morris, CEO of USTA Coaching, about how the program was formed, what it currently offers, and what coaches can expect in 2026.

“I have been working for the USTA over the last 10 years,” Morris said. Before joining the organization, he worked in coaching and development roles at Tennis Australia. “I was fortunate enough to spend a lot of years with Sam Stosur, who won the 2011 US Open,” he added.

In recent years, the USTA introduced a participation target known as 35 by 35, which aims for 35 million players by 2035. As part of that strategy, the organization identified players, facilities, and coaches as areas requiring sustained attention. “If you want to protect the growth of tennis, you have to protect and invest in the growth of the delivery system,” Morris said. He noted that the USTA had not previously operated directly in coaching education or certification, which led to the development of this new program.

Source: USTA Coaching

After a year of planning, USTA Coaching launched in August 2025, followed by its online learning management system in November. “We are almost four months old as a business,” Morris said. “We have just under 7,000 members across the United States.”

USTA Coaching offers four membership tiers intended for different types of coaches and volunteers. “We have a free membership baseline… aimed at parents and teachers and volunteers,” Morris explained. The Rally package, priced at $49, provides access to online education for emerging coaches. Professional coaches can enroll in the Pro or Pro Plus levels, which include additional resources and insurance options.

According to Morris, the structure was shaped by focus groups and feedback. “The membership packages are really being segmented for the different segments we’re trying to engage with,” he said.

Source: USTA Coaching

Education has been a major early component of the program. The LMS includes modules on introductory coaching, athletic development, and applied coaching skills, along with specialized content such as wheelchair tennis, business-related topics, and competition formats. Morris said the USTA plans to add new modules in 2026, including para standing, blind and visually impaired tennis, and courses related to parks and recreation settings. “It’s short, it’s practical,” he said of the current format.

Morris described the initial response as positive, particularly regarding the range of benefits and the accessibility of online learning. He also mentioned coaches’ reactions to the connection with the USTA. “They’re excited that they’re able to join the USTA and put the USTA brand on their businesses as a coach,” he said.

He noted that the program aims to reach both part-time and full-time coaches. “We think this disruption for the industry has been really positive,” Morris said when discussing broader interest in coaching as a profession.

Source: USTA Coaching

Next year, USTA Coaching plans to open 46 coach-education centers across the United States. Morris said the locations were chosen based on data analysis. “We’ve been able to place them where 59 million Americans can drive 45 minutes to one of those centers,” he said.

These centers will host in-person workshops and certification programs. The organization will also direct efforts toward high school and college players. “We’re really wanting to engage the next generation into this industry,” he said.

Increasing diversity in coaching will be another focus for 2026. “There’s a lot of energy also around more women in coaching,” Morris said. He mentioned ongoing work with the WTA and the goal of bringing more coaches from different backgrounds into the system. For multilingual communities, Morris confirmed that the LMS already includes some Spanish-language courses, with additional languages expected next year.

Source: USTA Coaching

The USTA will also introduce the USTA Coaching Summit during Fan Week at the US Open, with on-site training activities planned at the tournament.

Coaches interested in learning more can visit ustacoaching.com, where they can complete a short questionnaire to receive package recommendations. “It will serve you up a recommendation for the package and also some education,” Morris explained.

Two additional tools are scheduled for early 2026: a national job board for coaching positions and an online store offering basic training equipment and merchandise. “We’re excited about those two things dropping in quarter one next year as well,” he said.

Morris emphasized that USTA Coaching is still in its early stages but expects continued expansion in the coming year. “The sport doesn’t grow unless you’ve got great people delivering it,” he said.

===

Written and edited by Associate Editor Osvaldo Godoy. Top photo credit: USTA Coaching