Written by Palmetto Bluff
Oct 31, 2024
At Palmetto Bluff, tennis and pickleball enthusiasts are fortunate to have a dedicated and passionate leader guiding the vibrant racquet sports scene. Martin Aviles, Director of Racquet Sports at the Wilson Lawn & Racquet Club, brings a wealth of experience, creativity, and an unwavering commitment to fostering community spirit through the club’s programs. We sat down with Martin to learn more about his journey, his role at Palmetto Bluff, and the exciting future of racquet sports at the Bluff.
Martin’s role at Wilson Lawn & Racquet Club is multi-faceted. Overseeing the club’s extensive facilities, including eight tennis courts, nine pickleball courts, and two croquet lawns, Martin ensures that each area thrives. “We aim to have activities for every age and skill level,” Martin explains. Additionally, Martin manages the staffing of tennis and pickleball professionals, maintenance teams, and front desk staff, ensuring seamless operations for members and guests.
For Martin, the best part of his job is creating a sense of belonging among members. “Our members know the staff by name, and the staff knows them as well.” Martin shares with a smile, “We’re not just here to help them play tennis or pickleball—we’re here to create an environment where they feel like they belong.” Whether it’s social events or competitive matches, the Wilson Lawn & Racquet Club offers much more than just play—it’s about building relationships and having fun.
Martin’s journey at Palmetto Bluff started as a full-time tennis pro, teaching lessons before the club became fully member-centric. Since then, the club has evolved significantly. “Today, 80% of our business is member-based,” he explains, though the club continues to serve resort guests and short-term visitors. This evolution has allowed the racquet club to offer even more specialized programs and events tailored to its dedicated membership base.
Learn More: A Guide to Lowcountry Racquet Sports
Martin’s love for tennis runs deep in his family. Growing up in Ecuador, his father was a tennis coach, and his grandfather was an avid player. “I have a picture of me in diapers, holding a tennis racquet,” Martin laughs. Moving to the United States at 16, he finished high school and went on to college, though he didn’t have time to play tennis competitively. After gaining experience at tennis academies, community clubs, and the prestigious USTA National Campus in Orlando, Martin found his way to Palmetto Bluff. “I was drawn to the lifestyle here,” he says, though he initially feared it might be too slow-paced. To his delight, he found that the Palmetto Bluff community is incredibly active and passionate about racquet sports.
One of Martin’s recent highlights was being featured in a Vogue article celebrating South Carolina’s Lowcountry tennis scene. Reflecting on the experience, he recalls feeling hesitant initially but was encouraged by his team. “It was a privilege to spend time with a writer who’s also a tennis player,” Martin shares. “We even got to play on our courts, which made it special.”
Martin is energized by the continued growth at the Wilson Lawn & Racquet Club. As the club expands, Martin is focused on building a strong team and continuing to develop new programming and social events for members. “We’re in the middle of the Palmetto Club Cup right now,” he notes, referring to a friendly competition that includes both tennis and pickleball, with over 110 players participating. The season will culminate in a championship party this November, bringing the community together to celebrate the love of racquet sports.
What keeps Martin motivated both on and off the court? For him, it’s the joy of improving the club and pushing his team to reach new heights. “We can always do something better,” he says. Whether enhancing the programming, offering top-tier service, or growing the retail space, Martin is always looking for ways to elevate the member experience.
When he’s not at the club, Martin enjoys spending time with his wife and their golden retriever, with whom they’re training for a good citizenship certificate. And, of course, Martin loves playing tennis with his wife—though off the court, you’ll likely find them enjoying their downtime together on the weekends.
Martin Aviles’ passion for racquet sports, combined with his rich family background in tennis and his commitment to fostering community, make him the perfect leader for the Wilson Lawn & Racquet Club at Palmetto Bluff. His vision and leadership have already transformed the club into a dynamic space where members can do more than just play tennis or pickleball—they can create lasting memories, build connections, and experience the best of racquet sports.
Stay tuned for more innovative programs and events at the Wilson Lawn & Racquet Club as Martin continues to elevate the club’s offerings. Come and discover what awaits you behind the Bluff.
