Since 2019, Outside have been working closely with both the Board and the Senior Leadership Team at the All England Lawn Tennis Club (AELTC) to set an ambitious new strategy for the organisation, providing a clearer focus on the long-term value they want to create for fans, guests, members and partners.
The Wimbledon tennis championships is already seen as one of the major events of the global sporting calendar, with a unique sense of character, quality and history that is imbued by the AELTC, the private members club which organises and operates them. However looking ahead, the organisation recognised the need for a new long-term strategic framework and set of lenses to help leaders in their desire to continue to stand-out and fulfil their long-standing mission in the face of technological change, the evolving sporting landscape globally and shifting attitudes and expectations from players, fans, guests and the wider public.
Our work has seen us help to establish a clear sense of purpose to guide future decision making, integrating the deep-rooted and enduring mission and values of the organisation with a clearer sense of the impact the organisation wants to have in the world – as a pinnacle sporting event, as an active contributor to the wider success of tennis and as a champion of social and environmental responsibility. The resulting framework is helping senior leaders and the Board to make more balanced decisions that integrate these interests and optimise outcomes. It has also given rise to a new set of long-term goals and priorities to work towards, creating a new-found sense of focus and alignment for the whole organisation that transcends divisional responsibilities and interests.
