Turning a passion into a nationally recognised business


With a background as a nationally ranked tennis player and the coach of a string of elite juniors, Warrick MacGowan approached Alliance Software in early 2000 to build what began as a modestly priced and functionally simple eCommerce website to support his bricks and mortar tennis store in Melbourne’s south east.

Experiencing commercial pressure from established players and cheap overseas websites, Warrick saw the need to ‘scale up’ the business in order to compete and thrive.


The Tennis Shop identified significant price breaks that were available based on volume purchases, so we worked with The Tennis Shop to aggressively grow online sales through search engine optimisation, paid search marketing and the development of email marketing campaigns to current customers.

In addition, opportunities to sell through coaches, tennis clubs and direct via eBay were identified and targeted campaigns and pricing structures were created for these groups.


The Tennis Shop has grown to become Australia’s second largest dedicated online tennis retailer, and is aggressively vying for the number one position.


Thanks to their help, we’ve grown to become the second highest selling tennis website in the country and we’re knocking on the door of number one!

Warrick MacGowan

The Tennis Shop

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