Montreal, April 23, 2025—Tennis Canada has launched a completely redesigned version of its main website, tenniscanada.com, as part of its digital transformation. This initiative aims to deliver a more vibrant, inclusive, and engaging tennis experience than ever before. Royal Gramma led this transformation with SidLee (branding) and QuatreCentQuatre (Web development).
A More Powerful and Engaging Platform
The redesign aimed to simplify access to information, support the organization's mission, improve operational efficiency, and enhance the user experience.
Nathalie Tremblay, Vice President of Marketing Strategy and Customer Experience at Tennis Canada, stated that the new platform is better suited to meet public expectations while providing outstanding performance: "As the demand for tennis continues to grow, it became essential for us to optimize our platform to serve Canadians’ current and future needs and to create a more efficient digital environment. Thanks to Royal Gramma and QuatreCentQuatre, we now have a streamlined yet powerful tool to strengthen our relationships with various audiences and enhance their experience. This is a significant milestone for Tennis Canada, and we are proud to offer fans an experience that reflects their expectations and passion for tennis."
A Massive Project to Meet Diverse Needs
The new platform consolidates nearly 75 different websites into one comprehensive tool while addressing distinct needs in accessibility, performance, and customization across various user journeys. The project faced numerous challenges due to Tennis Canada's multifaceted role—supporting high-performance athletes, promoting recreational tennis, and providing resources for coaches, officials, and administrators. The diversity of its audiences and its national reach further complicated these efforts.
"Every detail was designed to meet Tennis Canada’s unique needs. We considered the specific challenges of each user type and created features that support organizational growth while ensuring a seamless and engaging experience for everyone. We’re proud of the outcome," said Virginie Lessard, CEO and Co-Founder of Royal Gramma.
Making Tennis Accessible
A key goal of the redesign was to democratize tennis, especially as the Canadian federation aims to engage over 100,000 youth in the sport by 2027. The platform ensures fair representation of all disciplines and audiences, including men’s and women’s tennis, wheelchair tennis, and the next generation of players.
The new site includes an inspiring narrative to encourage users to discover tennis, recognized as one of the best sports for overall health. Whether for leisure or competitive play, the site offers tailored experiences that motivate users to excel. Each section is crafted to welcome and inform all users, regardless of their familiarity with or interest in the sport, ensuring inclusive access to information.
Stéphanie Lebon, Vice President of Content and Partner at Royal Gramma, commented, "The users of tenniscanada.com are not just tennis players—they are fans, parents, coaches, donors, local and provincial club members, and more. We sought to create an experience where everyone can find what they need without exception. All aspects of the tennis world are interconnected, ensuring that every user feels included and can easily access content through a revamped taxonomy tailored to their expectations—without creating silos!"
"We've mapped out a living and evolving digital journey where every user can find tools to learn, improve their game, and embrace their passion for tennis—both on and off the court," added Chloé Crevier, UX Strategist at Royal Gramma.
Energizing Tennis
The new platform’s design is characterized by its use of motion and verticality—visual elements that reflect the sport's energy. Building on SidLee's new brand identity, Royal Gramma enhanced this vision with added dynamic layers to improve accessibility and capture the excitement of the game. The immersive digital environment ensures a smooth and enjoyable user experience.
Jason Martin, Vice President of Design at Royal Gramma, explained, "Every design aspect was crafted to embody the sport's energy. The visual choices create a sense of dynamism that captures the user's attention while maintaining an accessible and smooth experience."
Credits
Client: Tennis Canada (Nathalie Tremblay, Gabrielle Cyr, Melissa Boyd, Winnie Chung, Isaac Frohlich, Kyle-Vincent Garcia, Benjamin Garcia, Camille Hurteau, Natalie Boivin, Natalia Velarde, Touann Pouliquen, Fabien Rolland)
Digital Strategy: Royal Gramma (Virginie Lessard, Jany Plourde)
UX Design: Royal Gramma (Chloé Crevier, Valentine Sénégas, Ingrid Faulkner)
Content Strategy: Royal Gramma (Stéphanie Lebon, Ariane Giraldeau-Dufort)
Art Direction and UI Design: Royal Gramma (Jason Martin, Émilie Caron, Marie-Pier Primeau, Thierry Laberge)
Brand Identity: SidLee
Web Development: QuatreCentQuatre
About Royal Gramma
Royal Gramma is a digital strategy and consulting agency that helps clients better communicate and sell their products and services through data-driven, intuitive, high-performing customer experiences. The agency specializes in UX, digital design, content, and data performance. Founded in 2018, Royal Gramma serves clients across Canada and primarily works with B2B companies.
About Tennis Canada
Tennis Canada, founded in 1890, is a non-profit national sports organization whose mission is to grow the sport of tennis in Canada and whose vision is to become a world leader in tennis. Tennis Canada values teamwork, passion, integrity, innovation, and excellence. It owns and operates two prestigious ATP and WTA tournaments—both men's and women's editions of the National Bank Open presented by Rogers—and supports several other ATP and ITF tournaments nationwide. It also manages national training centers and programs in Toronto, Montreal, Vancouver, and Calgary. Tennis Canada is a member of the International Tennis Federation, the Canadian Olympic Committee, the Canadian Paralympic Committee, and the International Wheelchair Tennis Association. The organization oversees national team participation in events such as the Davis Cup, Billie Jean King Cup, and the Olympic and Paralympic Games, as well as junior, senior, and wheelchair tennis teams. Tennis Canada reinvests its surpluses into the development of the sport. To learn more, visit tenniscanada.com and follow us on Facebook and X.