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Sam Richardson currently serves as a Coach, Host, and Landlord after transitioning to this role in February 2024. Prior to this, Sam Richardson has been with the LTA since September 2011, holding various positions including Senior Programmes Manager and Tennis Products Manager, where responsibilities included managing the implementation and delivery of accessible tennis programmes aimed at increasing participation among juniors and adults. In the capacity of Head of Tennis - Products & Programmes, Sam Richardson focused on addressing strategic challenges in tennis through innovative, insight-driven solutions designed to enhance engagement and broaden the appeal of the sport to diverse audiences.