Meet This T&Pm Strategist on the Beach Tennis Court

Isabela Albero came to Los Angeles to “live the dream” of life in a big city on the beach. The managing director of global strategy at WPP-backed agency T&Pm, where she leads marketing for Electronic Arts’ portfolio of video games like The Sims and Madden NFL, likes to stay active. Amid the usual seaside sports like yoga, running clubs, and spin classes, she noticed the tennis players on a beach volleyball court. “I was like, ‘Oh, that looks really fun, let me see what it is,’” she recalled. The sport was beach tennis, being played by a group of Brazilian expats. As Albero was born and raised in São Paulo, “we immediately, of course, became friends,” she said. “Tennis is very popular in Brazil,” explained Albero, who last swung a racket as a child. Then about four years ago, as the pandemic drove people outside to seek recreation, came the explosion of interest in beach tennis: played on a sand court with a volleyball-height net, using paddles instead of stringed rackets. And since the ball doesn’t bounce in sand, beach tennis requires lightning-fast reflexes and agility. Oh, and there’s the endurance: “Tournaments usually run from 9 a.m. to 7 p.m., and you play around 10 matches.” Albero sees many ways that the skills players learn on the court can help in other areas of their lives. The speed of the game forces you to make quick decisions, judging and taking risks. The outdoor setting means you can have a plan but must keep accounting for variables like the wind, temperature, and uneven playing surface. Beach tennis also rewards teamwork—it’s only played in doubles. Isabela Albero plays beach tennis three times a week and competes regularly in tournaments. But it’s having to accept that she won’t be able to control most of the things happening in the game that keeps Albero excited: “As a strategist, sometimes you're like, ‘That's the plan, that's the global guidance.’ But the reality is that there are so many parameters that will happen between my strategy and going live, and your strategy needs to be constantly adapted.” She now plays three times a week, going late into the evening during the summertime when the sun sets later. She’s even gotten her office to take a private class as a team-building activity. When she first joined her league a year and a half ago, there were about 40 members. Now, there are more than 300 frequent players, with boot camps, tournaments, and even brand-sponsored events. “Everyone should try beach tennis at least once,” she encouraged. “It's easy to pick up; the vibe is great. Entry barrier is really low, and you have a lot of fun. I think it's priceless, to be honest. It's really, really good.”

Off the Clock

Meet This T&Pm Strategist on the Beach Tennis Court

Isabela Albero found her community and the sport she loves on the shores of Santa Monica

Eva Kis

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Eva Kis