About Aura
Connecting capital, people and opportunity in racket sports
Aura Capital Partners is a commercial consultancy specialising in padel and the wider racket sports sector. We are currently supporting the build of several UK padel clubs and advising brand clients from the UK, EU and US.
We bring together founders, operators, investors and brands to help ambitious businesses grow. Combining extensive experience in the rackets industry with commercial insight and an international network, we support projects from early concept, through to launch and expansion.
Our approach
We work closely with founders and brands to understand their ambitions, assess opportunities, shape practical routes forward and deliver their plans. Our involvement extends beyond introductions: we help develop investment propositions, build commercial partnerships and support the work needed to attract and retain customers.
We also connect brands and sport through sponsorship, events and collaborations, creating opportunities that serve our clients and the wider community of players. A successful club needs more than courts. It needs the right location, a clear proposition, a strong community and a business model that makes sense. A successful brand needs the right positioning, the right product and the ability to tell a great brand story. At Aura, we're uniquely positioned to deliver both.
What we do
Investment preparation and introductions
Helping businesses articulate their opportunity, develop investor materials and connect with potential investment partners.
Club strategy and development
Supporting club positioning, business planning, launch strategy, customer acquisition/retention and expansion.
Commercial partnerships
Bringing together operators, brands and partners across sponsorship, retail, apparel, rackets, licensing and events.
Marketing and community growth
Helping clubs build awareness, attract players and develop relationships with local businesses and communities.
Ongoing strategic support
Working alongside founders as their businesses develop, with practical input on priorities, partnerships and growth.
Partners & Projects
Relationships across the padel sector
Our work connects clubs, brands, media and events across padel — bringing commercial experience and an extensive network to every project.
Padel World Summit
Rafa Nadal Academy
Fusion Padel
BOAST USA
The Team
Aura Capital Partners was founded by Adam Black whose padel involvement spans over twenty years, beginning at the Nueva Alcántara Club in Marbella. Today Aura has a unique and extensive network in UK and global padel.
An LTA-trained padel coach with a background in international table tennis and club tennis, Adam combines a deep understanding of the game with experience across operations, coaching, content, product, retail, events and commercial partnerships.
Through his relationships with players, coaches, founders, operators and brands, he brings a broad perspective on the sport, understanding of what businesses need to succeed within it and draws on a collective of expert talent to deliver a range of client and partner projects. Work includes consulting on the Rafa Nadal Academy's UK coaching programme, contributing to leading padel publications, speaking at the Padel World Summit and providing his and his team's expertise to diverse businesses in the padel industry.
Our ambition
We believe the strongest racket sports businesses combine sound commercial foundations with a great player experience.
Our ambition is to help build clubs, brands and partnerships that create lasting value: welcoming places to play, sustainable businesses to operate and compelling opportunities for growth.
Let's talk
Get in touch
+44 (0) 7570 992780Whether you're developing a club, exploring an investment opportunity, or looking to launch or expand your brand in padel, reach out, we're here to listen, to support and to help drive your plans forward.
Credits: thanks to Premier Padel, Hexagon World Series, Ben Hanley and Eyes of Padel for the images.