Your reputation is more important than ever

Tim Bainton | May 04, 2020

People will remember how you acted in a time of crisis. As a business owner, you have a responsibility to present a mature, composed front to your members and your local community—even if you’re freaking out on the inside. This guidance includes public statements and actions you and your club make on social media, in the press, via email and in person. 


Avoid making jokes about a situation that risks the livelihoods and lives of those in your community. You should also avoid overtly political statements if possible. Follow government mandates. If your state or local authorities issue shelter-in-place orders, limit gathering sizes or require you to close your club, you should follow those mandates. 

Your reputation also extends to your relationships with your employees and any independent-contractor workforce in your club. If you push employees to show up to work in defiance of government mandates, you may cause irreparable harm to your relationship with those employees, and also harm your club’s standing in the community.


If you make hasty personnel decisions, such as laying off much of your workforce, you may risk your good relationship with those employees when you might need them to return to work in the future. However, you may have no choice but to lay off employees if it’s the best way to allow them to claim enhanced unemployment benefits during the shutdown.


Give your employees the best chance to collect unemployment or other benefits, while making it clear to them that their jobs will be available when the crisis ends. Communicate with your team to understand their concerns and help them cope with the sudden change in everyone’s financial situation as best as you can.


Whatever happens, don’t lose sight of your humanity, or the humanity of your employees and members. Everyone’s having a tough time right now. Remember, empathy creates loyalty, so stay open to the concerns and challenges of those around you. 




Tim Bainton is the Managing Partner of Blue Chip Sports Management.

Have a question?

Submit a question for discussion on the Tennis Industry United Blog and Podcast

Related Posts
  • Here are six adjustments we need to make if we want to be prepared to welcome the HUGE wave of new tennis players who will be coming our way once we start to return to our new normal. Read More
  • For tennis, this can be an opportunity to reset and get back to local play—to get back to the fun and enjoyment of hitting a ball on court, for the sheer joy of it. We need to re-emphasize and re-energize local play. And we need to focus on the fun, healthy benefits tennis can provide. Read More
  • Tennis has a unique advantage in the sports world when it comes to industry support. Not only are there sound organizations at the national level, but also there are 17 USTA Sections scattered across the country that are here and ready to help—through and beyond this current pandemic. Read More