We’re celebrating a major milestone, and with it comes a bold new look that reflects who we are, what we stand for, and where we’re headed—check it out and see how we’re shaping the future of TE!
We are thrilled to celebrate 20 incredible years of Tennis Excellence! To mark this milestone, we’ve unveiled a fresh new look—a modern rebrand that reflects our journey, values, and future ambitions.
This transformation is more than just a new logo and uniform; it’s a statement of our growth, passion, and commitment to delivering extraordinary tennis experiences, as well as pickleball, a new addition to TE’s services. As we step into this next chapter, we remain dedicated to the people who make TE what it is—our coaches, players, families, and clubs at Alexander Park, Blue Gum Park, Dalkeith and Wembley Downs.
A New Look for a New Era
Our new logo, created by Rare is bold, clean, and instantly recognisable. It features a stylised tennis court forming a striking “E”—a nod to “Excellence,” the heart of our brand. Hidden within is a subtle “T” for Tennis, symbolising our love for the game and the symbol represents our drive forward.
Paired with an energised new colour palette of warm red and navy, this fresh design embodies fun, warmth, passion and professionalism —all key ingredients of TE’s success over the past two decades.
But this rebrand is about more than just aesthetics, as Managing Director, Dan Sewell shared at our recent staff brand launch party.
“20 years—it’s significant! It’s made me pause and consider the impact Tennis Excellence has had in my life, and on the lives of so many people whom we coach and work alongside. It surprises me that when I reflect, I think less about forehands and backhands, and less about trophies. Instead, I find myself fondly reflecting on the people.”
TE’s Managing Director Dan Sewell addresses staff at the launch party
At TE, it’s always been about more than just tennis. It’s about relationships, community, and care.
One person who embodies this commitment is Colin Griffin, who has been coaching with TE for 20 years. His dedication, expertise, and passion for the sport have helped shape the experiences of countless players, making him a true cornerstone of our coaching family.
20-year TE coach Colin Griffin honoured to cut the celebration cake!
More Than a Business
Reflecting on the early days, Dan recalled his resolve to professionalise the tennis coaching industry.
“We wanted to provide a better experience for our players, our coaches and our clubs. I’m proud of what we’ve achieved in this regard,” he said.
Long-time mentor and TE supporter, Grant Vernon, summed up what truly defines TE’s success at a recent leadership workshop:
“Using Jim Collins’ ‘Three Circles’ concept, we identified the essence of TE: Our Passion—sharing the love of the game; Our Point of Difference—creating extraordinary experiences; Our Driver—relationships. At the heart of these three? ‘We Care,’” Grant recalled.
“Care is about commitment and action—it’s about showing care through what we do. No one cares how much you know until they know how much you care.”
Grant Vernon—former President of Mt Lawley Tennis Club, WA Footy Hall of Fame AFL umpire, CEO of Snap Printing, and Minderoo board member joins us in celebrating 20 years of TE!
TE is built on care—for our players, our coaches, and our entire community. It’s a magic trait that sets us apart, and something we will continue to showcase in everything we do.
Looking Ahead: The Future of TE
As we move forward, our mission and values continue to guide us and shape our future. Our new chapter is all about growth, inclusivity, and staying true to what makes TE special, so we have added Diversity to our core values of Fun, Passion and Professionalism. We celebrate the global and inclusive nature of tennis. Our coaching team is enriched by a mix of cultures, backgrounds, and perspectives—just like the players and families we coach!
According to Dan, this rebrand is just the beginning.
“You’ll notice our new identity rolled out across our four Tennis Excellence centres, with new signage and website—a powerful reflection of our commitment to the future,” Dan said.
“Our new brand shows we care! We care about our professional image. We care about the future of our business. It reflects our values of fun, passion, professionalism & diversity. I’m really excited about what is in store!
“From 2005 to now, our journey has been defined by extraordinary experiences, passionate coaching, and a community that feels like family. Thank you for being part of our story. Here’s to the next 20 years!”
