We Go Again
All coaching is provided by the team at We Go Again, led by James Thow.
The branding concept and imagery is based around the Japanese art of kintsugi – the repairing of broken items (usually pottery) with gold. Instead of discarding broken ceramics, Japanse craftsmen found a way to repair the items by joining the broken pieces together with gold. As a philosophy, kintsugi chooses to embrace and celebrate imperfections rather than ignore them. Items repaired via kintsugi are considered stronger and more valuable as a result. I think it’s a great lens to look at tennis through as it mirrors the process of playing.
If someone breaks your serve, instead of conceding the whole match, you have to find a way to break back, then hold, and not let them break you again. You need to remember why you were broken and make it harder for it to happen again. In other words, find a way to repair the damage, learn from it and become stronger as a result. The same idea can be applied to life on a broader level too.
If you would like to know more about kintsugi , please see (https://www.japanhouselondon.uk/read-and-watch/kintsugi/ and https://www.bbc.co.uk/travel/article/20210107-kintsugi-japans-ancient-art-of-embracing-imperfection
I chose We Go Again as a name for a few reasons. I think it describes the process of tennis coaching quite well – learning is a constant, cyclical process that never really ends, so we have to be able to stay committed and continue on. It also describes the ebbs and flows of playing tennis matches well – whatever happens (winning, losing, struggling, succeeding) we have to find the motivation and drive to keep going. It is also a phrase that coaches use every day in our sessions. I think it ties in nicely with the kintsugi concept, and I am hopeful that players can relate to what the brand represents.