Copyright © 2015. No duplication is permitted without permission from Bob Larson Tennis.

A dynamic designer, brand and product expert is set to lead the growth of tennis in Australia.

In a new move for the organization, Sam Davy will join Tennis Australia’s executive team in the position of Interim Director of Participation.

In 2002 Mr Davy joined Apple, and as Global Creative Director helped shape one of the world’s most influential brands during its most prolific period of growth.

Mr Davy worked closely with the executive team across many aspects of the business, including retail, online and events. He led the positioning and launch of iconic products such as iPod, iMac, iTunes, MacBook and iPhone.

In 2008, Mr Davy moved his young family to Melbourne, consulting for Apple and improving its success in the Asian region.

His next move was to Melbourne-based Crumpler as Brand Director. For six years he led the team through a period of growth and change, always with a focus on creating innovative, quality products and experiences.

“We are excited to have Sam Davy, a recognized creative leader, on board to help us grow our sport,” Craig Tiley, Tennis Australia CEO said today.

“Sam’s background with some of the most innovative and cutting edge brands in the world will bring a new perspective to our tennis team, particularly in the area of product development.

“Our most mature product, ANZ Tennis Hot Shots, is now recognized as Australia’s leading junior sports development program, with close to 200,000 participants. FAST4, which we successfully launched earlier this year with some of the world’s top players, is destined to revolutionize the way people engage with tennis.

“Sam’s leadership and success in his previous professional roles and his creative approach are something we are really looking forward to,” Tiley continued.

“The way Craig (Tiley) talks about tennis and what’s happening within Tennis Australia, is that it’s not just a sport and a sporting organization, but a true lifestyle and media brand that has huge global potential. That’s what hooked me and got me interested from the beginning,” Sam Davy said.

“I don’t have a traditional tennis background and look forward to bringing a completely fresh perspective to the organization, as well as experiencing a totally new culture. The Australian Open is a great example of taking a traditional event and turning it into a dynamic, modern, lifestyle and entertainment brand. And that’s what I see as the future for tennis,” Davy continued.

Mr Davy will lead the Participation team which encompasses: Programs, including ANZ Tennis Hot Shots, FAST4 and Cardio Tennis; Schools, Competitions; Clubs and Community; Coaches and Tennis Services.

Copyright © 2015. No duplication is permitted without permission from Bob Larson Tennis.