INTENNSE: The Disruptive Tennis League Reimagining the Sport for Players, Fans, and the Future

In a world where most tennis formats have remained stubbornly unchanged, INTENNSE is tearing up the rulebook. The U.S. based team tennis league is fast-paced and at its heart is a powerful message: the future of tennis should work for players and for fans.

“We’re not trying to tweak tennis. We’re trying to rebuild the ecosystem from the ground up,” said Karla Vučković, Marketing Director at INTENNSE, in a wide-ranging conversation with iSportConnect.

Founded in October 2024, INTENNSE has already launched its debut season in Atlanta featuring three city-based teams — Atlanta, Jacksonville, and Tampa — each comprising three men and three women. What sets it apart? A 90-minute match format with time-capped “bolts” of 10 minutes, full fan freedom, and a team-first model that makes tennis feel more like a stadium sport rather than a country club tradition.

Tennis, Rewired for Real Life

INTENNSE is responding to historical pain points of both players and fans: loneliness on tour, a rigid format that limits fan participation, and unsustainable financial pressures for all but the top-ranked athletes.

“It has become more and more obvious that [tennis] is not the healthiest place for players, families, or fans,” Vučković said. “We’re trying to make it a better place — emotionally, socially, and financially.”

The new match structure is built for TV and live audiences: timed segments, mixed formats (singles, doubles, mixed doubles), energetic transitions, and live substitution — a feature never seen in pro tennis before. This delivers a thrilling, always-on atmosphere that mirrors other modern sports leagues.

“The energy is so high… one of our players described it like playing in the finals every time,” said Vučković. “There’s no waiting, no silence. Fans are liberated, free to cheer, move, react. You don’t just watch the match — you live it.”

A New Home and a New Culture

For its inaugural season INTENNSE isn’t using existing courts — it has built its own bespoke arena inside a filming studio in Atlanta, complete with light shows, immersive audio, and digital screens. This allows for full control over the in-venue experience and broadcast production.

“We’re streaming on Twitch and YouTube and fans at home can interact with our arena host in real time,” said Vučković. “Whether you’re in the arena or watching remotely, we want you to feel part of the action.”

To preserve that intimacy, INTENNSE is deliberately keeping its fan capacity small for now. “We want fans to feel close to the players — like they’re part of the match,” she said.

The INTENNSE broadcast is also available on the Peachtree Sports Network and will debut on additional streaming platforms starting in August.

Players as Partners, Not Just Performers

The most radical innovation may not be on court — it’s behind the scenes. Players are integrated into the day-to-day operations of the league. They attend meetings, co-develop strategies, provide analysis, lead community projects, and shape content.

“Our full-time players help define how we operate,” said Vučković. “Being an athlete is often deeply tied to who you are as a person, but they’re not just athletes — they’re strategists, content creators, and ambassadors.”

For example, Atlanta team captain Michaela Gordon served as project manager for the league’s website development, while Annabelle Thompson leads INTENNSE’s mental health partnerships. Other players contribute across social media, competition design, and marketing strategy — all part of a broader mission to prepare athletes for life beyond the court and help prevent the identity crisis many pros face after retirement.

“We want them to grow not just as athletes, but as people,” Vučković explained. “Their involvement doesn’t end when they leave the court. How they handle adversity or problem-solve off the court often shows up in their performance — and vice versa. It’s our responsibility to highlight their skills and provide the tools they need to develop fully — as professionals, teammates, and individuals.”

Gender Equity, Mental Health, and Community Impact

INTENNSE is gender-balanced by design. Each team includes men and women, and salaries are equal across the board — a move Vučković says is critical to improving women’s longevity in the sport.

“We’re seeing fewer women apply than men — there are fewer female pro players on existing tours — we’re working to change that.”

The format is also more accommodating for athletes with families, allowing them to stay in one city longer and travel less. “Tennis has long been isolating,” she said. “Here, players have teammates, fan support, and their families can be close by. It changes everything.”

And from grassroots to college to elite pro, INTENNSE is building a pathway. The league has hosted junior tournaments in its preseason, has organized showcase events with college players and will launch a college draft in 2026.

Innovation Through Tech and Data

The league is leaning into data and innovation partnerships. It works with iOnCourt, a provider of live scoring technology to thousands of collegiate tennis programs, to capture performance metrics and stats, and with Bolt6 for electronic line-calling. There are also plans to integrate NFL-style motion tracking, heart rate data, and serve analytics.

INTENNSE is also tapping into AI to elevate both its content and the fan experience. 

“It’s impressive to see how far AI has come,” said Vučković. “It has completely redefined the landscape of marketing and social media. We see enormous potential, especially in discovering new ways to bring fans closer to the action than ever before.”

Building for the Long Term

While commercialisation is still in its early stages, the INTENNSE team is committed to building the right partnerships — not just chasing quick revenue.

“We really focus on finding partners and sponsors who share our vision for community, innovation, and the future of sport,” Vučković emphasised.

The strategy is intentional growth —  “It’s really important for us to create an environment where players, fans, and families all feel like they belong,” said Vučković. “We recognize that we’re trying to do a lot and take on big challenges — but we’re in it for the long run, and we’re just getting started.”