INTENNSE Arena at Assembly Studios - INTENNSE Tennis
- David Welch
- 8 hours ago
- 5 min read
Photos by David Welch, Stadium Journey
Stadium Info FANFARE Score: 3.57
INTENNSE Arena at Assembly Studios
2582 Assembly Boulevard
Doraville, Georgia 30360
Year Opened: 2023
Capacity: 700
Tennis Turned Up
A new form of tennis has arrived in the Atlanta area: INTENNSE, a coed team tennis league, debuted in 2025 and has quickly expanded. Entering its second season in 2026, the league has grown from six to ten teams and has continued to push the traditional norms of what professional tennis has been.
Played inside a soundstage on the campus of Atlanta’s Assembly Studios, INTENNSE takes many of the traditions associated with tennis and flips them on their head. The league is built around a faster-paced, fan-focused experience where spectators are encouraged to be part of the action rather than simply observe it.
Marketed as fast-paced, dynamic team tennis, INTENNSE condenses the sport into a more accessible format. An arc, the league’s term for a match, consists of seven 10-minute blots. More than 80 professional players compete across the league, bringing a high level of talent to a format designed to keep fans engaged from start to finish.
Unlike traditional tennis, where silence is often expected during points, INTENNSE encourages fans to cheer, celebrate, and even boo the league’s “villains” from the coin toss through the final point. The atmosphere is closer to a live entertainment event than a country club tennis match. The goal is simple: transform fans from spectators into participants.
Food & Beverage 4
The concessions menu takes a major detour from traditional tennis fare. While staples such as hot dogs and popcorn are available, quality is clearly a priority.
Fans can choose from an extensive sandwich menu featuring items such as a portabella and edamame panini, smoked turkey Reuben, flatbread grilled cheese, cranberry almond chicken croissant, steak churrasco sandwich, and grilled chicken sandwich. Salads include Mediterranean and vegan garden options.
Additional offerings include chicken tender bites served with garlic parmesan, sesame, buffalo, or barbecue flavors, along with Wagyu cheeseburgers and crispy steak fries.
The emphasis on quality begins the moment fans enter the venue. An espresso station greets visitors with a menu that would feel at home in many neighborhood coffee shops. Dessert options include macarons, tiramisu cups, tres leches cups, Ghirardelli brownies, cookies, chips, and candy.
Beverages feature Coca-Cola products, Vita Coco water, and multiple flavors of Red Bull. The beer selection may be limited, but quality remains a focus — Creature Comforts’ Bibo Pilsner, Classic City Lager, and flagship Tropicalia are all available, along with Guinness. Wine, well cocktails, and specialty cocktails round out the beverage menu.
Atmosphere 4
INTENNSE is marketed as fast-paced, dynamic team tennis, and it largely delivers on that promise. The format condenses a sport that can often stretch for multiple hours into a 70-to-90-minute experience that places a greater emphasis on entertainment and fan engagement.
What immediately stands out is the speed and power of professional tennis. Players have just 14 seconds to serve after a point concludes, creating a constant flow of action. Each blot operates on a 10-minute clock, with teams earning one point for winning a rally and two points for hitting a winner.
The format creates a strong opening burst of excitement, though some arcs can experience a lull in the middle when one team builds what appears to be a comfortable lead. Fortunately, the closing blots often restore the drama as trailing teams scramble to make up ground before time expires.
An in-house DJ provides a constant soundtrack throughout the evening, while choreographed lighting effects add to the entertainment value. The 30,000-square-foot soundstage places fans close to the action, creating an intimate atmosphere that allows spectators to appreciate the speed and athleticism of the players.
Neighborhood 4
Assembly Studios sits just around the corner from Atlanta’s famed Buford Highway corridor, one of the region’s premier destinations for international cuisine. The area is filled with everything from food trucks and hidden gems to long-established restaurants representing cultures from around the globe.
Nearby options also include Bluetop Restaurant & Bar and the Baby Blue Pizza trailer, which was recently rated by Barstool Sports as one of Atlanta’s top pizza spots.
With a MARTA station within walking distance, visitors can easily access many of Atlanta’s other attractions without needing to drive across the city.
Fans 3
Fan support remains a work in progress as INTENNSE continues to establish itself. The league has gained exposure through events such as the Atlanta Cup winter exhibition, while partnerships with organizations like Atlanta’s amateur tennis organization, ALTA, help introduce the concept to local tennis players and fans.
As the league matures, the personalities of individual players will likely become a larger part of the experience. The development of recognizable “heroes” and “villains” should help create stronger emotional connections for spectators.
One challenge is that the league’s team structure does not necessarily provide a hometown club for local fans to rally behind. Building stronger team identities may be key to creating larger and more passionate fan bases in future seasons.
Access 4
Assembly Studios benefits from a convenient location directly off Interstate 285, making it relatively easy to reach despite Atlanta’s well-known traffic challenges.
For those utilizing public transportation, the venue is just a short walk from the northern end of MARTA’s Gold Line.
Parking is located directly outside the venue entrance. Unlike most of the soundstages located behind Assembly Studios’ security gates, Stage 5 can be accessed from outside the main studio complex, simplifying arrival for visitors.
Once inside, some of the walkways can feel a bit narrow during peak periods, but nothing that a little patience cannot overcome.
Return on Investment 3
Tickets start at $25 for upper-level Arena Pass seating. While not unreasonable, the price might give casual fans a reason to second-guess the decision.
One factor working in the league’s favor is that admission includes two arcs rather than a single match. Viewed that way, the experience effectively costs about $12.50 per arc, making the overall value easier to justify.
Concessions prices trend toward the higher end as well, but the higher quality food and beverage offerings live up to the higher prices.
Extras 3
Several interactive elements help enhance the experience. Swing Shot allows fans to test their tennis skills by hitting a stationary ball toward targets displayed on a screen. The venue also includes numerous photo opportunities throughout the studio, beginning at the entrance and continuing around the concourse.
Celebrity involvement has become another notable part of INTENNSE. Depending on the evening, fans may spot personalities such as NFL Hall of Famer Terrell Owens, NHL Hall of Famer Martin Brodeur, or reality television star Shep Rose in attendance.
Final Thoughts
INTENNSE successfully reimagines tennis for a generation accustomed to shorter attention spans and more interactive sporting experiences. While the league is still developing its fan culture and team identities, the combination of high-level professional tennis, entertainment-focused presentation, and quality concessions creates a unique experience unlike anything else currently available in the sport.
For tennis fans looking for something different, or sports fans who have never considered attending a tennis event, INTENNSE offers an entertaining alternative that is more rock concert than country club.
