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Kurt Kamperman was hired as the Tennis Industry Association's first paid president last year, to revive flagging participation. More than 70,000 people will get free tennis lessons this year through TIA's new local marketing efforts. This week the association is backing "Cartoon Network Smash Tennis," a traveling event introducing kids to tennis, at the U.S. Open.

Age: 40.

Title: President, Tennis Industry Association, Hilton Head Island, S.C.

Challenge: Getting "mindshare" for tennis amidst an explosion of new sports and online activities.

Goal: Separating tennis from its old imagery of rigid tradition, snobbery and a small group of media-hyped stars.

Game plan: Tennis' stumbling block has been too much emphasis on planning and training. We're making it accessible and immediate to kids and adults.

Insight: The fitness fads that hurt tennis in the 1980s, such as aerobics mania and home exercise equipment, are fading. Tennis is on the upswing again, helped by a new cultural emphasis on the individual vs. team sports.

Forecast: Sporting goods manufacturers are learning they must promote their

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