Andre Agassi, the tennis icon known for his powerful backhand and even stronger entrepreneurial instincts, has entered a new playing field: the high-end social sports club space. Backed by Agassi and a roster of athlete-investors including NBA star Tyrese Maxey and tennis pro Sloane Stephens, “Ballers” is more than a gym or country club—it’s an experiential destination merging athleticism with hospitality and community.

The flagship Ballers location is opening in Philadelphia’s Fishtown neighborhood, occupying a sprawling 55,000-square-foot converted power plant. The vision for the space is ambitious, featuring six indoor pickleball courts, three padel courts, and two squash courts. Add to that a multipurpose turf field, a sand-bunker putting green, a full-scale gym and recovery zone, Golfzon simulators, and traditional golf bays, and it’s clear that Ballers is designed to be a complete sports and lifestyle complex. But Ballers is also investing just as heavily in its social experience, with a full-service restaurant, craft cocktails, DJ events, local art activations, and ongoing programming that bridges sport and culture.

Ballers is not just a place to work out. It’s a place to gather, network, compete, and relax. The atmosphere is intentionally curated to feel modern and welcoming, with industrial design elements and a hospitality-forward approach to member services. It’s the kind of venue where the lines between competition, recreation, and social life blur—in the best way.

Businesses Can Grow Their Brands Through Custom TV

With all of this activity and foot traffic, Ballers is also uniquely positioned to take advantage of custom in-club media. They could even launch their own internal TV network with a platform like It’s Relevant TV.

Rather than relying on cable or outside advertising networks, Ballers could use its own screens throughout the facility to broadcast curated content, exclusive videos, promotional messages, and localized entertainment tailored to its members.

Ballers could display everything from in-house matches and golf simulator tournaments to behind-the-scenes training segments, athlete interviews, leaderboard highlights, all while sharing automated social media posts from their Facebook, Instagram and X accounts. The platform allows for a mix of dynamic entertainment and targeted messaging—fully controlled by the business and free from third-party advertising. That means Ballers can use the platform to communicate membership offers, showcase upcoming events, promote new classes or experiences, and build community engagement directly on their in-house screens. Plus, they can create their very own ad network, selling space to outside advertisers that they want to partner with.

There’s a strong business case for this kind of in-house content strategy. First, it reinforces the Ballers brand by keeping members immersed in the club’s identity every time they look up at a screen. Second, it boosts retention by turning regular visits into media-rich experiences, helping members feel like part of something larger than the space they are in. Third, it saves on marketing costs by delivering key messages directly, without as much of a need for outside ad placement. Fourth, it opens up new monetization channels— like offering branded content to sponsors or partners. Finally, it strengthens the Ballers community by showcasing content that resonates with its specific audience, fostering pride and loyalty.

Athletes & Celebrity Investors Can Make Great TV

Having big name athletes investing is a great first step, but amplifying that relationship and creating connections with their clients is key. The opportunity to build a custom media experience is especially fitting for a business like Ballers. With multiple locations planned in cities like Boston, Los Angeles, and Miami, a centralized but customizable TV network could serve as a digital connective thread between clubs, standardizing the brand experience while tailoring content to local tastes and programming.

As Ballers builds momentum and expands nationwide, launching a branded, custom content network would not only elevate the in-person experience but also help future-proof the business in a media-driven world. Through a partnership with It’s Relevant TV, businesses like Ballers can transform every screen into a powerful extension of its brand—entertaining, engaging, and informing members in real-time. In an age where content drives loyalty and value, a club that controls its own channel is not just a venue; it’s a modern media powerhouse.