Ben Johnson: A visual odyssey into tennis and beyond

Photo courtesy of Ben Johnson.

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Content creator and tennis influencer Ben Johnson has accomplished remarkable things in just two years. He has conducted exclusive interviews with tennis legends like Novak Djokovic and Venus Williams, directed and starred in global campaigns for recognizable brands such as Four Seasons, Lacoste, Ralph Lauren and Wilson, and has garnered over 500 million views across social media. By employing a dramatic cinematic approach to the game, he presents his followers with a new and modern perspective on tennis. At the same time, he’s also worked with major broadcasters like Sky TV and the BBC at a variety of world-class tournaments, including Wimbledon.

From lockdown to The Tennis 101

Ben’s journey into becoming a tennis lifestyle content creator began during the COVID-19 lockdown. Back then, with the world reeling, he rediscovered his love for tennis. Combining his longtime passion for the sport with his background as a creative director, Ben launched Tennis 101’s Instagram in the summer of 2023. But what started out as a personal project quickly transformed into his full-time career. 

Today, through his platform, Ben directs, films, edits, and produces all of his own content, operating as a kind of “one-man band living out [his] tennis dream.” He focuses mainly on providing a traveler’s eye view of tennis travel and culture, with an emphasis on the decadent tours of cliffside courts in Italy, oceanfront resorts in the Caribbean, and desert landscapes in the American Southwest.

Reshaping how others view tennis

Ben is inspired by a lifelong desire to combine music, film, and sport. During lockdown, he began to seriously consider how tennis is portrayed to the public. He feels he’s a pioneer in his field because he brings a fresh new perspective, blending creativity, emotion, and beauty in his presentation of a sport that, in the past, has often been presented in a very dry and old-fashioned way. 

Ultimately, his ambition is to help people connect with tennis in a deeper, more visceral way, and many, after seeing his work, are inspired to embrace the sport. “A tennis court can be more than a venue—it can be a window into a culture, a place, a dream,” he explains.

Thriving in creative chaos

Despite the incredibly demanding workload that comes from being a one-person production team, Ben thrives and enjoys his “creative chaos,” as he calls it. He admits that the combination of constant travel, daily posting, and striving for film perfection does challenge him, but his passion keeps him going. 

Even though he’s a huge advocate of hard work, he realizes there’s a need for balance to avoid burnout. His advice to others is to follow their dreams, work hard, stay true to their vision, but also prioritize their mental and emotional well-being to fulfill their various goals.

Future work and creative expansion

Looking ahead, Ben plans to continue developing creatively and collaborating with other forward-thinking brands across sports, travel, and fashion. He’s in the process of launching a performance sportswear line and a chic tennis accessory brand. His aim is to create products that reflect the modern tennis lifestyle and attitude, with the ultimate goal of expanding into new formats and bigger ideas. His dream is to make an even deeper creative impact on the world. 

Tennis as culture, life, and art

Ben Johnson’s core message is thus: tennis is more than just a sport; it embodies a culture, fuels a lifestyle, and expresses itself as an art form. By adopting his unique and modern approach to the sport, he aims to inspire others to think bigger, break out of their comfort zones, and pursue their ideas and dreams. 

He is quietly redefining the global perception of tennis by sharing stunning, often overlooked courts and talent worldwide through his captivating and carefully designed videos. From misty mountain courts in Switzerland to sun-drenched hideaways in the Caribbean, every shot he takes tells a story. “You don’t have to be a pro to play somewhere beautiful,” he emphasizes. “That’s the magic—tennis can take you places.”