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Written by: E. George
Published May 4, 2025 @ 1:20 PM ET
DEKALB COUNTY, Ga. – A groundbreaking new chapter in professional tennis is set to begin in Decatur this summer with the debut of The INTENNSE Arena. This fully immersive sports venue will serve as the home base for the newly launched INTENNSE Professional Tennis League.
Developed within the production campus of Electric Owl Studios on Redan Road, the 20,000-square-foot arena will be unveiled in June following a swift two-week construction timeline beginning in late May. The project is designed to fuse sports and entertainment in a bold, high-energy format that aims to redefine the traditional tennis experience.
INTENNSE is positioning itself as a disruptive force in the sport, introducing a team-based league model with streamlined scoring, timed matches, and a format geared toward continuous engagement. The league integrates professional, amateur, and youth-level participation in a single ecosystem, emphasizing inclusivity and interaction with a fan-centric philosophy.
The arena itself is being constructed inside a soundstage typically used for television and film production, allowing complete environmental control and eliminating weather-related disruptions. This unique setting also offers broadcast-ready infrastructure capable of supporting global live streaming, making the venue equally suited for in-person audiences and digital spectators.
A key feature of The INTENNSE Arena is its design, which places spectators unusually close to the action. Seating includes double-decker and “end zone” configurations, while a visually distinct custom court anchors the experience. Lighting, sound, and video technology are fully integrated into the match format, heightening the drama and spectacle of each point.
The creative direction is led by Bruce Rodgers, founder of Tribe Design, whose previous work includes large-scale productions for major musical artists and entertainment brands. Rodgers brings a high-concept approach that merges the aesthetic and sensory elements of live concerts with the athleticism of professional tennis.
Complementing the design effort is Luxious Creative, a firm recognized for show production and visual storytelling at major music events. Together, the two firms are crafting a sports venue intended to feel more like a live performance stage than a traditional stadium.
The location at Electric Owl Studios is a strategic choice. As the world’s first LEED Gold-certified purpose-built film studio, it provides a sustainable foundation for the league’s operations. Its proximity to public transit and emphasis on eco-conscious design align with INTENNSE’s broader mission to modernize tennis both on and off the court.
With a focus on accessibility, energy, and entertainment, the INTENNSE model departs sharply from traditional tennis institutions. Fans can expect an experience that prioritizes connection over convention, with matches tailored to modern viewing habits and in-venue atmospheres that mirror those of high-energy collegiate or live music events.
As the league prepares to launch its inaugural season, further announcements, including ticket sales, team drafts, and opening festivities, are expected in the coming weeks.