Beyond the Baseline: Jason Cook

Persistent, compelling, and inspiring are just a handful of traits that define Jason Cook, helping to make him an ideal figure to help lead the next generation of tennis talent in Southern California. As USTA Southern California’s Manager of Junior Team Tennis (JTT) and Coordinator of Player Development, Jason brings these qualities to life every single day.

With his vibrant personality, deep commitment to youth development, and clear understanding of what it takes to succeed within the sport, Jason is a natural fit for his leadership role. His charisma, rooted in authenticity, makes him both approachable and encouraging, while his clarity and purpose drive everything he does.

Jason’s experience as a player, coach, and administrator gives him a unique perspective that sets him apart. He knows what it takes to succeed on the court and behind the scenes. He’s not just a leader, but a storyteller and guiding force in the lives of countless young athletes.

The type of person you want to be around, Jason is outgoing, charming, and incredibly bright. Those who work with Jason quickly recognize his natural ability to light up a room. Whether it’s his infectious laughter, thought-provoking questions, or ability to put people at ease, Jason is the type of person whose presence is felt even when he’s not there.

Early Years on Court 

The oldest sibling in his family, Jason was raised in Burbank, California, alongside his parents and younger brother. His introduction to tennis came early, shaped largely by the influence of his parents—his father, a former high school player, and mother, who grew up playing recreationally on the terre battue (red clay) courts in the South of France. In search of a consistent hitting partner, Jason’s father naturally turned to his son, and together the two quickly found a rhythm on the court. Those early sessions not only taught Jason the fundamentals of the game, but also sparked a lasting passion for tennis, one that would ultimately shape the trajectory of his life.

“My dad, even though he wasn’t the best at it, inspired me to play tennis,” Jason said. “I picked up my first racket at five years old and started playing junior tournaments at eight years old.”

Living in a naturally competitive household, Jason and his family embraced friendly rivalry, whether on the field, on the court, or around the table during a heated board game. That spirit of competition fueled Jason’s passion for sports and carried through every game he played as a kid.

“I have always had a super competitive family that always wanted to win at anything we did. Yahtzee, Connect 4, Backgammon, Monopoly, you name it. Everything was a competition,” shared Jason. “Growing up, I played nearly every sport, including football, baseball, soccer and track, in addition to tennis. As I was exposed to so many activities, I began to discover that I was a decent enough athlete in all of them, but tennis is what I found I excelled at. So, at 13 years old, I dropped everything else and decided to focus on tennis in hopes of becoming a pro.”

The decision for Jason would ultimately prove to be a pivotal choice. Though the road ahead was anything but easy, marked by sacrifice, perseverance, and its fair share of highs and lows, Jason would go on to play professionally and build a life and career around the sport that he felt best suited his competitive nature.

As a junior player growing up in Southern California, Jason had the unique advantage of competing against some of the top young talent in the world, right in his own backyard. Playing against the likes of the Bryan Brothers, Kevin Kim, Geoff Abrams, Kelly Gullet, and Noah Newman just to name a few, Jason found inspiration in their successes at a young age, and hence was motivated to advance his skills amongst such strong competition.

As Jason’s game continued to progress and he began competing in and traveling to ITF junior events, Jason enrolled at Calabasas High School, where he played on the boys’ tennis team through his junior year. With rising success both in high school tennis and on the junior circuit, Jason made the pivotal decision to leave traditional schooling and transition to homeschooling with an in-person tutor during his senior year, giving him greater flexibility to train and travel for tournaments. Fully committed to his goal of playing collegiate tennis, Jason poured his energy into his development and ultimately earned a scholarship to compete at the University of New Mexico.

A College Standout 

Making an immediate impact in his freshman year as a Lobo, Jason earned WAC Freshman of the Year honors in 1996, and helped his team achieve a national ranking as high as No. 15. Although New Mexico fell to UCLA in the first round of the NCAA Division I Tennis Championships, Jason left a lasting impression competing against his hometown team.

As his sophomore year approached, Jason was offered a scholarship from his dream school of UCLA, and made the decision to transfer to the Westwood campus in the fall of 1997. Over the next three seasons, he became a key contributor to the Bruins’ success. In his first year, he helped lead the team to a National Indoor title, then followed it up by winning the Pac-10 Singles Championship in 1998. His senior season was particularly memorable, as UCLA repeated as National Indoor champions and finished as runners-up at the NCAA Championships. That year, Jason capped off his collegiate career by earning both All-American and All-Pac-10 honors for his exceptional individual play.

“UCLA is the ultimate combination of athletics and academics,” Jason stated. “Being surrounded on campus and in classrooms with first-round NBA and NFL athletes was pretty special. Even if I wasn’t going to achieve that kind of status as a tennis player, it still provided confidence and the possibility of becoming a big shot professional athlete.”

Days on the Pro Circuit

Riding the momentum of his collegiate success, Jason made the leap to the professional tour shortly after finishing UCLA’s season, temporarily pausing his final classes to pursue his dream. Over the next three years, he competed around the world, traveling to nearly every continent and testing his game against top-tier talent. Jason reached a career-high ranking in the 300s in doubles and cracked the top 500 in singles.

Adding to his time playing on the ATP Tour, Jason also served as a practice partner for the likes of tennis greats such as SoCal native Pete Sampras, John McEnroe, Maria Sharapova, and Jim Courier.

“I started playing before I graduated from UCLA. I felt like I had a lot of momentum after my senior year and my game was ready for the tour at that point,” added Jason. “My best win was against Fernando Verdasco on hardcourt in Spain at a 15K ITF Future outside of Marbella. I probably could’ve reached my goal of top-100, but did not have enough funds to keep traveling.”

Coaching Career & Professional Experience

After stepping away from the pro tour in 2003, Jason returned home to complete his degree, graduating from UCLA with a Bachelor of Arts in Sociology. In 2004, he made the cross-country move to Florida to begin the next chapter of his tennis journey, as Assistant Men’s Tennis Coach at the University of Miami. Having cherished his own experience as a collegiate athlete, Jason was eager to help shape that same journey for the next generation of players.

“Being at UCLA definitely left a lasting impact on the rest of my career and life,” explained Jason. “Having a dedicated training staff, medical team, physiotherapist, and academic department all focused on my development was unique and special. Who wouldn’t want to be a part of that for more than just four years? That thought led me to want to be a college tennis coach later on. Even if I couldn’t be a player anymore, I found that I could provide a uniquely special experience to those players on my team as a coach. To me, college tennis was even more fun than playing professionally, as being surrounded by teammates is a far stretch from the lonely, solo life of a challenger tennis player. To get back into college tennis was fulfilling, rewarding, and super fun.”

Starting his tenure in the fall, Jason would go on to continue his coaching role with the University of Miami through the 2006 season, all while enrolled as a full-time student in the school’s MBA program from 2005 to 2006. During his time with the Hurricanes, Jason was crucial to the team’s impressive rise from No. 73 to a top-10 ranking in the ITA Collegiate Rankings, additionally helping the team secure a runner-up finish in the Atlantic Coast Conference (ACC).

After earning his degree, Jason served as the touring coach for his younger brother, Lester, who followed in Jason’s footsteps to become an ATP pro. Under Jason’s guidance, Lester jumped more than 100 spots in the rankings from No. 466 to No. 348 between 2007 and 2008.

Continuing the next step in his journey, Jason relocated to Tampa with his wife as she completed her  pediatric residency at the University of South Florida. Over the next three years in Florida, Jason coached at the prestigious Saddlebrook Academy, an elite training ground known for developing and producing tennis greats like Sampras, Courier, Martina Hingis, Andy Roddick, Alexander Zverev, and John Isner. Once his wife completed her residency, the couple was drawn back to the West Coast by new career opportunities, settling in Malibu in 2011. That same year, Jason accepted a role as Assistant Men’s Tennis Coach at Pepperdine University, where he served until the spring of 2013.

Over those years, the program saw remarkable success, finishing the 2012 season ranked No. 6 in the nation, setting a school record with 23 consecutive dual match victories, and advancing to the NCAA Final Four. A year later, the Waves concluded the season ranked No. 8 in the country and reached the NCAA quarterfinals once more. As accolades began to roll in, three seniors graduated as All-Americans, and Jason was recognized as the West Coast Region Assistant Coach of the Year.

With his time at Pepperdine coming to a close, Jason continued to expand his coaching career in Southern California through his work with the USPTA and PTR, focusing primarily in the Burbank, Pasadena, and Glendale areas. Over the next seven years spent in this position, he coached players across all levels ranging anywhere from juniors to adults, while offering private lessons and running group clinics. Several of the athletes he worked with went on to play collegiate tennis at prestigious programs such as UCLA, Pepperdine, USC, Columbia, and the University of Virginia. One of the standout moments of Jason’s career during this time came when he was hired as a tennis consultant for the major motion picture King Richard. In the role, he worked closely with actors Aunjanue Ellis-Taylor and Tony Goldwyn, coaching them in their portrayals of Oracene “Brandy” Williams and Paul Cohen, respectively.

At the start of 2020, Jason stepped into a full-time role as a Sales Operations Analyst at UOMOSport, a trusted partner of USTA SoCal and the official apparel sponsor of the 2024 Southern California Open, which included two ATP Challenger 50 events held at the Indian Wells Tennis Garden. In this multifaceted position, Jason managed purchasing operations, overseeing marketing initiatives, and maintaining key relationships across wholesale, country club, and retail channels. His strategic contributions were vital in securing two of the company’s largest wholesale accounts.

Later, in the summer of 2021, Jason started a new position as a Promotions Assistant at Yonex USA, where he remained for nearly two years. He contributed to the company’s brand ambassador program by recruiting and signing new ambassadors, aligning them with sales representatives and local retailers. Additionally, he spearheaded the company’s promotional efforts, including creating digital marketing assets and managing paid social media campaigns.

The combination of his experience as a player, coach, and his growing expertise in the business and logistics side of premier organizations in the sport primed Jason for the next chapter of his career, joining the team at USTA SoCal.

Driving Tennis Forward with USTA SoCal

In April 2023, Jason took on the role of Manager of Junior Team Tennis and Coordinator of Player Development at USTA SoCal. In this capacity, he educates parents and coaches on how their children and players can begin their competitive tennis journey through JTT, a program that brings together junior players for level-based team matches in weekly league play across Southern California. Jason works daily with league coordinators, coaches, junior staff, providers, local parks, and clubs to organize top-tier events and tournaments. He also contributes to developing new initiatives to enhance the program’s impact.

On the player development side, Jason leverages his experience as a former top junior and professional player to mentor the next generation of tennis stars. He provides valuable guidance to young athletes, helping them hone their skills and navigate their paths in the sport.

“Managing Junior Team Tennis allows me to create a program that is both fun and competitive. Hosting tournaments like JTT Sectionals where we host fun player parties at places like at Dave & Buster’s, helps to provide an experience which is different from the junior circuit space. Hopefully through this role, I am inspiring kids to keep playing and improving, while also helping them to see where the game can take them in the future.”

Under Jason’s leadership, the JTT program has experienced record-setting growth, including an astonishing 6,500 registrations in 2024. This marks the highest participation since 2019 and an impressive increase of 4,700 registrations from 2023. Rebranding efforts, supported by targeted marketing campaigns, have encouraged tournament players to supplement their weekend play with JTT, creating additional participation opportunities.

To attract new players, Jason and the Junior Team launched Orange Ball Sectionals as well as Red Ball JTT, creating a more accessible entry point for younger players or those who might feel intimidated by the full-length Yellow Ball court. The JTT team also placed a strong emphasis on exceptional customer service, collaborating closely with league providers to ensure the needs and expectations of coaches and parents were met.

While driving the growth of the program is a top priority for Jason, equally important to him is the impact he’s making on the lives of young athletes. Having been a junior player himself, he deeply understands the challenges they face and takes great pride in helping guide them through their own journeys.

“Impacting the lives of young athletes and their parents is the most enjoyable part of the job,” added Jason. “I have very fond memories of growing up playing tennis in SoCal and to be a part of that for other families is rewarding.”

Alongside his achievements with JTT, Jason takes great pride in hosting monthly webinars for parents and players, a new and exciting initiative for the player development team. He also enjoys collaborating on various content projects with some of the brightest minds in tennis.

Jason’s influence extends well beyond the athletes he mentors, as his leadership leaves a lasting impression on the colleagues he works with and guides.

“I feel valued working alongside Jason, as he genuinely listens to my opinions and those of others,” said Paige Hassenplug, USTA SoCal’s Coordinator of Junior Tennis. “When working with him, no problem feels unsolvable. His passion for growing the sport is inspiring, and it motivates us all. Jason truly cares about our team and the players he supports, and his enthusiasm for tennis is contagious.”

Living a Fulfilling Life 

Today, Jason enjoys life alongside his wife and daughter, embracing the outdoors and staying active in every season. A life-long athlete and true health enthusiast, he continues to play tennis well into his 40s, still wielding what may be the deadliest serve and all-around game on the USTA SoCal staff. A fierce competitor in any live-ball session, Jason remains a force on the court.

Off the court, he channels that same energy into snowboarding, one of his greatest passions. Each winter, he looks forward to carving down fresh powder in Mammoth, Utah, Colorado, or Canada, a tradition that has become a much-anticipated escape.

“I do still play tennis competitively, although it hurts physically a little bit more now in my 40s,” Jason laughs. “It’s a reminder that age may slow the body, but not the spirit. Come winter time, I trade in my sticks for snowboards.”

Beyond sports, Jason thrives on shared experiences with family and friends—whether it’s catching a Lakers or Rams game or enjoying live music under the stars at the Hollywood Bowl. But among his many pursuits, fatherhood remains his greatest and most rewarding role.

“My main goal is to raise a daughter who is a well-rounded, smart, respectful, and confident young person,” Jason proudly said.

In addition to his athletic and family life, Jason is expanding his horizons in other ways. With dual citizenship, he’s working to become fluent in French, connecting more deeply to his cultural roots—though not without a sense of humor.

“I have dual citizenship, yet I think the French would kick me out of the country if they heard my accent recently,” Jason commented.

As someone who’s spent decades immersed in the sport, Jason is passionate about guiding the next generation. For young players starting their tennis journey, he offers advice grounded in patience, discipline, and long-term thinking.

“Please don’t focus on results. Focus on the process,” Jason shared. “Focus on developing the correct technique. Doing things correctly first and the wins will come second.”

He paused thoughtfully before adding: “Find a coach who blends with your personality and is focused on overall game development.”