Real-world perspective on strategy, growth, competitive pressure, and leadership under constraint. No theory. No recycled frameworks. Just lessons from the work — and what actually holds up when decisions carry real consequences.
Rebranding is never just a marketing exercise—especially when the organization has nearly a century of history and a membership base that cares deeply about how things have always been done.
That was the situation at the Racquet Sports Professionals Association (RSPA) when we undertook a full enterprise rebrand from the USPTA to the RSPA—one of the most important transitions the organization had faced in decades.
