"There’s a way for the U.S. to lead the world again—in participation and performance" - Craig Tiley senses huge opportunity in switch from Australia to USA

Change is brewing at the top of tennis. Craig Tiley is currently the CEO of Tennis Australia, albeit that title will not be bestowed on him for much longer. He is conjuring plans overseas in the USA ahead of his change of jobs to become the CEO of the United States Tennis Association.

Sitting down with former US Open champion Andy Roddick on his podcast Served, he and President of the United States Tennis Association Brian Vahaly were quizzed about how they are going to grow the sport in the USA, while the South African was asked how this opportunity came about.

In his time at the helm, he has worked extremely hard, gaining a lot of air miles in the process. "A little over 7 million miles," he began. "I think I could probably fly the plane—but I wouldn’t. It’s been a lot of travel. It’s an island at the bottom of the earth."

From Down Under to the States, this is a huge opportunity for Tiley. He explained how the opportunity arose. "I’d actually start way back when Brian was a junior player," he said. "I was recruiting at the University of Illinois and trying to get the best juniors—it didn’t really happen because we weren’t very good. He kind of blew me off, so I promised I’d get him back one day—and here we are."

Revenge would have to wait with Tiley motivated to grow American tennis. "But seriously, I see a massive opportunity in U.S. tennis right now. There’s a long-term vision that hasn’t really existed before, and we’re in a great position. The game is growing, and the people in this room are going to make it happen."

His time in Australia was a special one, but this opportunity is changing his name. "There’s a way for the U.S. to lead the world again—in participation and performance. I’ve been very lucky with my time at Tennis Australia, but everything aligned, and it just felt like the right time to go for it."

Tiley did not get in the prominent position he has risen to be taking it safe. His rise through the ranks has not gone unnoticed, having things fall into place a lot of the time which has been hugely beneficial.

It was a long learning process, which involves taking notes from everyone around you. "I think you learn from everyone. You probably don’t know this, but I’ve learned things from you," he admitted.

"In 2007, when I’d just started as tournament director, I saw an interview you did with Roger Federer after the semifinals. I thought, 'That’s exactly how you deal with the media—you don’t answer the question they ask.'"

This is how he would avoid the circulating rumours in January about him departing the current role he is in. "So when the media asked me about January, I’d talk about something completely different, and the conversation would shift. But in all seriousness, I believe in taking risks. You won’t know the outcome unless you go for it. I’d rather make a wrong decision than no decision at all."

Vahaly had finally got his man, but it took him years to get over the line. "This actually goes back to 2020—I emailed Craig when we didn’t have a CEO. I’ve been trying to recruit him for six years," he stated.

"We ran a global search, with candidates from all sports—not just tennis. But it’s really hard to find a better fit than Craig for where we are right now. This job is complex—it’s not just the US Open. We’re trying to grow tennis in America. Craig has run an event of this scale and increased participation in Australia by 30%. That’s tough to beat."

It is not going to be a quick process. Long-term gain is the aspiration. "It takes patience. Our new GM, Tracy Davies, is taking a data-driven approach—looking at what top athletes needed at each stage of development. Every player is different. Some need a mental performance coach, others a new coach, and some want centralized training. Our role is to meet players where they are and support them accordingly."

The tennis schedule has been a hotly debated topic in recent years. The growing number of tournaments while Masters 1000 events are being extended with a small off-season, especially for the best players in the world, has got criticism from many of the players at the top of the sport, using their influence to try and get heard.

This is something that Tiley was passionate about dealing with. "At the top level, there needs to be a legitimate off-season—for player health. Getting all the decision-makers aligned is difficult, but it has to happen," he said.

For some players, the off-season could only be around six weeks before they get thrown in at the deep end Down Under for another year of tennis. "We also need a clearer global narrative. Everyone knows the Grand Slams, but not what happens in between. If a young player can see the full journey—the structure, the season, the goals—it makes the sport more compelling. I’ll keep pushing for that."

Along with the schedule, there will be work done on the US College system. Vahaly senses an opportunity to grow the USA's participation on the big stage through this chosen method which has seen great success in other sports, and now will be hoping to have the same impact in tennis.

"I’m a big believer in college tennis. It’s a huge pathway and inspires young players," he acknowledged. "But in the NIL era, we’re seeing older international players entering college programs, which can reduce opportunities for American youth."

He set a target for the future. "We love the success stories—like 38 college players in the Wimbledon main draw—but we need to make sure it remains a healthy pipeline."

Better players mean the level will be greater and a higher ceiling for players to reach. "That’s part of it. But we also have to ask: are we turning college tennis into a minor league tour? And if so, are we losing opportunities for players who need that development time? You were ready at 17—that’s rare. Many players, like John Isner, needed college."

Tiley also added his piece. "The bigger issue is that programs are being cut. Funding is shifting toward NIL, and fewer programs means fewer opportunities. That’s a real concern we need to address."