When Bernie Parada first picked up a tennis racquet roughly seven years ago, he was instantly hooked. On a whim, he asked a friend to hit at a nearby park, and while it was a humbling experience filled with many balls in the net, he quickly fell in love with the sport.

Today, Bernie has turned that initial spark into a movement. As the founder of 15 Love Coffee, a tennis-themed coffee cart operating in Los Angeles, he blends his passion for coffee, tennis, and creative entrepreneurship to make the sport more accessible and welcoming for the Latino and greater Southern California community.

Grit and Hispanic Heritage

Bernie’s path to business ownership is deeply tied to his Hispanic heritage and family history. Growing up in Boyle Heights, a neighborhood in East Los Angeles, he witnessed his family launch various small ventures to make ends meet. From selling elotes and raspados to managing taco trucks and local restaurants, his parents put endless energy into their work to build a foundation for their children. This daily display of hustle left a mark on Bernie, teaching him the fundamentals of hospitality, perseverance, and customer connection.

“They poured everything into those businesses and hit obstacles they couldn’t control,” he reflects. “I’m here to start a business with the same work ethic and grit I learned during those times, only this time apply it to a business that I’m passionate about.” 

That heritage also dictates how Bernie welcomes his customers. In Hispanic culture, community gatherings mean open doors where everyone is embraced like family. Bernie applies the same philosophy to his business, ensuring that anyone who walks up to his cart feels immediately welcomed. “If you come through, you’re family now,” he says.

Demystifying the Sport

For many in the Latino community, tennis can often feel distant or exclusionary. Bernie points out that the barrier isn’t a lack of interest, but rather a “lack of invitation.” Expensive equipment, court access, and poorly maintained infrastructure in working-class neighborhoods can create real hurdles for aspiring players who don’t know where to start. 

Through 15 Love Coffee, Bernie’s mission is to strip away that intimidating atmosphere by bringing tennis culture into casual, everyday spaces. The concept was born during a car ride when he decided to merge his passion for coffee with his love for the game. 

“I already had plans to start a coffee cart business but didn’t know what the concept was going to be,” he recalls. “When I decided to combine two of my favorite things, it was to show tennis in a different light. I wanted to create an environment where people can keep enjoying the culture—even off the court.” 

Here, customers are immersed in a playful, low-pressure celebration of the sport featuring tennis-themed drinks and artwork of classic cartoon characters playing on court. From the Ball Boy Latte to The Tweener, customers can choose between a curated selection of coffees and matchas, with seasonal drinks all year round. Each item on the menu serves as a clever conversation starter, turning a typical coffee run into an approachable introduction to the tennis world.

“It creates a unique environment for people to experience the culture of tennis without having to set foot onto the court for the first time, which can be very intimidating,” Bernie explains. “I try to lower the pressure and let curiosity do its thing.”  

Sparking a Cultural Shift

Once curiosity takes over, Bernie acts as a grassroots ambassador, connecting curious customers intrigued by the sport to local coaching, clinics, and live ball sessions across Los Angeles. 

The approach is working. Parada frequently sees regular customers transform into active fans and players. Return customers often share that they’ve bought their first racquet, while others send messages raving about watching professional matches or tuning into a Grand Slam tournament for the first time.

“A few months into the business, I realized that people aren’t just buying coffee,” Bernie shares. “They’re realizing tennis is fun off the court, and I get to be part of their first step into the culture.”

Ultimately, Bernie’s vision extends beyond serving delicious beverages. He aims to shift cultural perceptions and expand representation in tennis so Latino families feel an immediate sense of belonging and support. By occupying a space where sports and community intersect, he is helping reframe who tennis is for and why it matters to take up space in the sport.

“Representation is important so people don’t have to question whether they belong,” he shares. “When the invitation feels instant, people show up…I just want to change who the sport belongs to. If we can get more Latinos on the court or get them more interested in watching major tennis tournaments, I’d feel like I’m doing just that.”

Tennis for All

As Hispanic Heritage Month offers a moment to reflect on progress and pride, Bernie remains focused on long-term growth. His dream is to expand 15 Love Coffee into a full standalone cafe with a tennis court in the back to host events, clinics, and community gatherings—creating a permanent hub where coffee lovers and tennis players can co-exist and share the sport together. 

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Where to Find 15-Love Coffee

Address: 3401 Riverside Dr, Los Angeles, CA 90027 (across the street from the Riverside Tennis Courts)

Hours: Sundays 9am-1pm; Tuesdays & Wednesdays 8am-12pm