Tennis is a hard sell in North Kensington - but not that hard.
That's why there's been a massive upheaval at the Westway Sports Centre over the last couple of months culminating in a new head tennis coach for the first time in 10 years.
Things got to boiling point when the Lawn Tennis Association (LTA) rated Westway a demoralising third-worst out of 19 in their national High Performance Centres (HPC) earlier this year.
Sure, Westway isn't Eastbourne or Wimbledon, reckoned chief executive Mark Devlin, and yes, only 50 per cent of the HPC programme come from around here.
But more to the point, there were often far too many empty courts at the facility in Crowthorne Road for youngsters giving the sport a go for the first time, according to the man who was chief executive at QPR in a previous life.
Devlin said: "We felt there were missed opportunities - and we needed to address them to make better use of our fantastic set-up."
Westway boasts eight indoor courts - the most in central London - using the same surface as the one at Flushing Meadow for the US Open, as well as four outdoor clay courts.
But there were nagging doubts the 'pathway', as Devlin put it, had been strewn with obstacles preventing tots from becoming HPC graduates.
Needless to say, the LTA has been leaning on Westway to make better use of the £85,000-per-year it bestows on them for the HPC programme.
Out went head coach Ronnie Maxwell after more than a decade, in came Win Tennis and new coach John Black.
The organisation based at the National Sports Centre in Bisham Abbey trumpets on its website that 'producing winners is our priority'.
It also lists ex-Wimbledon finalist Olga Morozova as one of their coaches, as well as a who's-who of British junior tennis including Kensington starlet Gent Rexha.
But their successful sell to Devlin was the promise to beef things up at basic level i.e. getting local kids to stick with tennis.
Devlin claimed this week there's been a 25 per cent improvement on numbers at the Westway since Win Tennis arrived in August.
"But naturally we would like to better that," he added. "And yes, it would be nice to say you had champions coming from your centre - but you're not likely to get that unless you have a programme geared up to getting them there in the first place."