Beyond the Baseline: Esther Avila-Hendershott

As USTA Southern California’s Director of Community & Diversity, Equity, & Inclusion (DEI), Esther Avila-Hendershott has spent nearly 30 years making tennis accessible, engaging, and welcoming for thousands of players across SoCal. 

Energetic, nurturing and empowering, she sparks new friendships, gets racquets in hands, and bridges communities of all backgrounds, abilities, and resources, demonstrating that everyone deserves the opportunity to play. Her approach is shaped by her own upbringing and lifelong commitment to the inclusiveness she has always wished to see in the sport.

Roots and Family Foundations

Having lived in Los Angeles County her entire life, Esther’s story began in Boyle Heights, where she spent her first seven years before moving to Torrance and later to Alhambra, the city she still proudly calls home. Family was always at the center of her upbringing, shaped by the influence of her parents, many siblings, and grandparents.

Her father modeled hard work as an operations engineer at the Union Ice Company, while her mother devoted herself to raising Esther and her four siblings. As the middle child, Esther grew up in a lively household, later expanding to six sisters and one brother after her father remarried. Though her parents divorced, both remained deeply involved in her life.

“My mom was a young mom and would ride bikes with us, play on the swingsets, jump rope, play jacks and read Nancy Drew books with me. She loved making colorful beaded bracelets, which she would give to neighborhood kids and of course us. We always say our mom was the original friendship bracelet creator,” Esther mentioned. “My dad visited us as often as he could after our parents divorced and would take us to Disneyland, Knotts Berry Farm, or the park to play. We are still close to this day.”

After the separation, Esther’s grandparents became central in raising her and her siblings. Grandpa Leo filled the backyard with vegetables, fruit trees, and flowers, teaching the children how to plant and care for a garden, while Grandma Martina prepared hearty meals with their harvest. For Esther’s family, fruits and vegetables were both nourishment and a reminder of hard work, with meat reserved for special occasions.

“My siblings and I lived with our grandparents, who gave us lots of love and made us feel like we could do anything,” Esther shared. “We’d play hide and seek or ride bikes while our grandpa worked in his garden with his german shepherd, Bear. He’d pull a carrot, beet, or tomato from the ground, rinse it with the hose, and teach us to eat it fresh—I drew the line at leeks! He also taught me how to plant and water the garden, a habit I still keep today. Our grandma was a wonderful cook who made soups from the vegetables our grandpa grew, and she kept us disciplined but always protected. We didn’t have much, but what we had kept us fed, housed, happy, and healthy.”

Introduction to Tennis

Athleticism ran in Esther’s family—her father excelled in baseball and golf and still remains active today at 94. While he dabbled in tennis, it was her grandmother who first introduced the sport to Esther and her siblings, recognizing its value and encouraging them to watch on TV. At first, however, tennis held little appeal, in part because they rarely saw players who looked like them. Martina would try to point out stars like Mary Joe Fernández, Gigi Fernández, Conchita Martínez, Carlos Moyá, and Marcelo Ríos, yet aside from Pancho Gonzales, the children often wondered whether any American Hispanic players existed in the sport. Martina emphasized tennis so her grandchildren would believe they could belong in the sport, even if it was beyond the family’s means and mostly something to watch from afar. Though Esther didn’t play tennis as a child, she stayed active playing tetherball, hopscotch, kickball, baseball, and just about anything else that could be enjoyed outdoors on the street, at the park, or in the backyard.

At Rosemead High School, she learned the basics of tennis, playing casually and recreationally, though she never joined the school’s team. She had planned to study Criminology at Cal State Los Angeles, but shifted toward teaching—until becoming a mother at a young age, a responsibility that reshaped her path. Though she didn’t attend college, Esther vowed not to let that define her goals or her life.

Parenting and the Power of Play

Motherhood brought the birth of her daughter Starla and sons Edward and William. Determined to give them the same joy of being active that she had cherished in her own childhood, she encouraged them to explore a variety of sports, enrolling them in tennis and golf lessons while also having them participate in baseball, football, soccer, basketball, and track. Tennis, however, became the family’s focal point when Edward, at eight, asked for lessons after watching children play on the public courts across from his school.. He quickly showed talent, and his interest reignited Esther’s own passion for the game—a spark that would launch nearly 30 years of a career in tennis.

“I reflected on my grandmother’s love for tennis and how we couldn’t afford to play when I was younger,” she mentioned. “However, I found myself in a position to afford lessons for my son, which felt meaningful. I would say my son inspired me to pursue tennis beyond just watching it from the sidelines.”

Early Career Adventures

Inspired by Edward’s passion, Esther eventually picked up tennis as an adult, taking lessons and even reaching the finals of her first tournament. Edward’s success in junior tournaments, combined with her growing love for the game, motivated her to open a small tennis shop inside a Pasadena academy. Though inexperienced in running a company, her determination laid the groundwork for a lifelong career in tennis. 

Eager to learn, Esther immersed herself in the business side of tennis—asking questions, reading extensively, and studying USTA rules—so she could support her son, manage her shop, and eventually organize tournaments. Early on, she drew inspiration from Cathy Jacobson-Guzy, a now colleague and then tournament director, coach, and respected pillar of SoCal tennis, who embodied the level of excellence Esther aspired to achieve. Managing her shop taught Esther hard but valuable lessons; its closure fueled her drive to keep learning and building her place in the sport.

Through her experiences as a player, parent, and spectator, Esther recognized a broader issue of accessibility and diversity in tennis. Many families, like hers once had been, struggled to afford rising participation costs. In the mid-1990s, she met Fred Williams, one of Los Angeles’ most decorated coaches, who had trained Venus and Serena Williams. Understanding Esther’s situation, Fred encouraged her to take action and volunteer with the USTA rather than wait for opportunities, a piece of advice that proved invaluable. Volunteering deepened her community connections and set the stage for her next chapter.

“Through volunteering, I learned how to run tournaments, gained a deeper understanding of the terminology, engaged with families to encourage them to participate in tennis, and connected with the City of Pasadena and the Pasadena Unified School District,” said Esther. “This experience led me to establish the Pasadena Tennis Association, a non-profit community tennis organization. Ultimately, this initiative prompted me to submit a request for proposal (RFP) for City of Pasadena concessions, which included one of the largest junior tournaments in Southern California.”

Founded in 1997, the Pasadena Tennis Association aimed to make tennis family-friendly, affordable, and accessible. Esther secured a contract with the Pasadena Unified School District as a LEARNs Afterschool Program provider, introducing tennis to ten schools over 14 years. Highlights include LA84 Foundation funding to expand access, student tennis journals that fostered literacy and self-expression, and the 2010 launch of a PUSD Middle School League to prepare students for high school tennis.

Esther guided the organization for over two decades, building community partnerships and growing its impact. In 2018, Pasadena Tennis proudly became an NJTL (National Junior Tennis & Learning) chapter, further expanding its reach. Today, Esther serves on the board, supporting programs that bring tennis to local youth each summer in partnership with the Pasadena Educational Foundation, while continuing her work with USTA Southern California.

Leading Community Tennis and DEI Initiatives with USTA SoCal

Through her years with the Pasadena Tennis Association, Esther caught the attention of USTA Southern California’s leadership. She joined USTA SoCal full-time in August 2021, becoming the first Latina Director of Community Tennis, a role she later expanded in 2024 to include Diversity, Equity, & Inclusion.

“As Director of Community, I oversee schools, afterschool programs, parks and recreation, Community Tennis and NJTL providers, clubs, wheelchair and adaptive programs, and special projects from San Diego to San Luis Obispo,” stated Esther. “This includes expansion, bringing in more schools and after-school providers; outreach; connecting and supporting new and existing tennis providers; bringing communities together; and fostering community engagement. We grow tennis at the grassroots level and celebrate successes. The community department plays an important role in our sport. It starts in the community—in public parks and schools. What we do in the community department feeds into all other areas of tennis: competition, JTT, Adult Leagues, and beyond.” 

In her DEI role, Esther ensures that USTA SoCal reflects both the diversity of Southern California and the values of tennis, breaking down barriers, celebrating differences, supporting one another, and amplifying community voices throughout the year.

“Trevor Kronemann and Linda Milan looked beyond my educational degrees and acknowledged the successes I had as a business owner, executive director, and chair of the USTA SoCal DEI committee,” Esther commented. “My connection and approach to community—and to the broader community who don’t play tennis—was an area our section needed. I remember when Trevor called to offer me the position after my interview. I felt emotional when we hung up, and I called my children, who were so excited for me and proud. I thought of my grandmother, who taught me that I could do anything.”

A natural connector, Esther actively builds relationships with people, providers, and programs across the section. “I make a point to call or email our community providers, support their events, and make sure they feel supported. I think it’s important to meet people where they are and learn more about them—their story and their why,” Esther explained.

She takes pride in initiatives like the CalVIP program, which grew from 60 to over 300 youth. She is equally proud of the cultural events that showcase the diversity of the section, and the expansion of wheelchair and adaptive tennis programs. While her accomplishments stand out, Esther is equally as proud of her team, whose dedication makes it all possible.

“I would be remiss if I did not mention my team. They understood my vision, my quest for overall expansion and growth, and my focus outside of the LA area. I feel proud to lead a team that supports our overall section and departmental goals and objectives.”

One of Esther’s most memorable moments in all her career came in 2019, when she received the Eugene Jung Multicultural Award for creating spaces where families from diverse backgrounds can play tennis affordably. Another highlight was performing the coin toss for the 2025 US Open quarterfinal between Jessica Pegula and Barbora Krejcikova at Arthur Ashe Stadium. Standing on the iconic court, Esther reflected on a phrase that has guided her throughout her tennis journey: “Start where you are. Use what you have. Do what you can.”

An Impactful Leader

Just as Esther inspires and connects people throughout the SoCal tennis community, she has an equally profound impact on her colleagues.

“You will never find a more upbeat and positive person than Esther,” exclaimed Bryan Hudson, one of USTA SoCal’s Community Tennis Coordinator. “Esther’s great energy is infectious, and she’s a natural at bringing people together, and making sure everyone is enjoying their time both on and off the court.”

“Working with Esther has been a pleasure because she truly cares about your professional progress as well as personal well-being,” shared Camille Hanson, another USTA SoCal Community Tennis Coordinator. “She encourages me to work hard, but to also take the time needed to rest and recharge. Whether it be an NJTL hosting a cultural month celebration or a CTA hosting a Community Play Day, Esther has the ability to connect with anyone interested in promoting diversity and inclusivity through tennis.”

Beyond the Court

Outside of tennis, Esther enjoys taking time to recharge with weekend getaways, focusing on her mind, body, and spirit. Some of her passions that some might not know are that she collects Lladro figurines, loves to cook, plays golf, and plays the clarinet. A gardener, still tending both literal and metaphorical gardens, Esther continues to plant seeds in the community through tennis and camaraderie.

Looking ahead, her goal is to create a pathway for the next generation of tennis leaders, inspiring them to grow the sport across all corners of the community. She hopes to encourage women and girls to step confidently into roles they may initially think are out of reach, regardless of background. 

Above all, Esther treasures time with her family and loved ones, who uplift and support her, and takes great pride in her children and their accomplishments.

“I’m incredibly proud of what each of my children have accomplished,” Esther proudly shared. “From Santa Monica College and Pasadena City College to UCLA, they’ve all built meaningful paths for themselves. Today, my daughter is an HR manager for a hotel management company, my eldest son is a working actor and writer, and my youngest is a teacher in the Pasadena Unified School District. They keep me grounded—whether they’re trying to teach me how to swim, cooking together, or sharing their wide range of music. There’s nothing quite like sitting down to a meal they’ve prepared, with music playing in the background.”