Successful operations of private youth sports academies in China: a case study of Cao Yanhua Table Tennis School in Shanghai

Purpose Through exploring the successful operations, marketing activities, and their integration of the Cao Yanhua Table Tennis Training School (CYS), this case study is intended to identify best practices, recognize common challenges and pitfalls, conceptualize effective operational and marketing mechanisms, and provide preliminary research evidence for continued inquiries in an effort to support the overall growth of sports academies. Design/methodology/approach Grounded in the management process theory and the marketing mix concept and built on the existent literature, this case study employs interviews and field observations and adopts the grounded theory for research execution and data analyses. Findings By analyzing and summarizing the model and experience of CYS’ operations and marketing, the findings of this study induce a conceptual framework for youth sports academies that consists of five integrated sub-concepts: technical expertise, financial resources, athlete training, promotional strategies, and operational innovation. Practical implications Establishing a high-quality personnel team with strong technical expertise and an effective organizational structure that is tailored to attain the mission and objectives of the sports academy, collaborating with local government and tabbing into community resources, adopting transparent operations with high standard, and utilizing contemporary technology for communications and promotions are key elements of the framework. Originality/value This framework highlights the significance of integrating effective management and marketing for attaining program/product development and success, offers valuable insights for private table tennis clubs in China and beyond, and serves as a starting point for investigation into the operation and marketing of youth sports academies.