A NEW AGE

Racquetball is in a state of transition. There is excitement in the air being facilitated by new leadership, record setting play and the ability of enthusiasts to follow and communicate with top players online. And as the new generations grow into new ways of communicating and experiencing their lives, it is inevitable that the sport transitions into a new age.

The game, as with any professional sport and more in line with an extreme sport, is being innovated on the court. Top players are expanding their already full itineraries to play different formats and incorporating the skills they develop into their traditional game. They need to. As anyone who follows the pro circuit can attest to, Kane is that good.

While those currently interested in the International Racquetball Tour wonder who will be the first to hand Kane his first loss in 2 years, Aimee Ruiz has eyes towards the future. Ruiz, an Ektelon sponsored professional player herself, has recently transitioned from a player to a marketing pro and player manager with Ektelon, incorporating her experiences as she guides Ektelon's stable of young players. Ektelon has a rich history of endorsing and working with young talent, as reflected in the efforts fostered by Dave and John Ellis from Stockton, California. Some of the U.S.'s best young players have been guided by this family and now are managed by Ruiz.

SUCCESS through SUPPORT

Aimee is in a unique position. When Rocky Carson decided to continue his career with HEAD, (read Transition),  there were questions floating through racquetball forums and the chatter at events that focused on what Ektelon's next move would be. And what does a major manufacturer do for promotion when they lose their top male player and have a host of successful younger players with tons of potential? It's pretty obvious. And on Aimee's shoulders. Her first main main task in her new position was to lock up Ektelon's relationships with dynamic young players.

A main part of her job involves managing, guiding and mentoring Ektelon's investment in the future. If you look at what she's accomplished over the past few years herself as a player, it's clear she understands what type of support is needed to travel and compete at a very highest level of play. Incorporated in this understanding is the key role support plays in this type of success:

• 2009 USAR National Singles 2009 Champion
• 6 Time Womens Doubles National Champion (consecutive)
• 7 Time Mixed Open National Doubles Champion
• 2 Time World Doubles Gold (Dominican Republic and Ireland)
• 3 Time Pan American Doubles Champion (Guatemala, Costa Rica and Colombia)
• 2010 WOR Women's Pro Doubles Champion
• 2010 - USAR Women's Athlete of the Year

Chances are when you run into Aimee at major events, her husband Felix Ruiz is around in support. When you speak with him, it's immediately understood how he supports her. Instantly personable and generous, Felix is a rock. Upon getting to know him better, it's hard not to feel like you've known him forever, in that good way. That's Aimee's base.

Building on a future means supporting these young players by ensuring that they have plenty of opportunity to compete properly on the important stages throughout the country. That means resources and travel. All of which is overseen by Aimee. Though if you ask Aimee, it goes beyond just logistics. She holds them to contractual requirements like clinics and exhibitions and stays on top of them as they handle their own travel itineraries. She maintains close relationships with members on the team and likens them as older sister/younger brother type relationships, as she has their best interests at heart. She's been known to put them in their place when needed. At events, the casual observer can see there is a closeness at play in their relationships.

 
     
DYNAMICS PLAYED OUT

These guys are good. Watch them play and you will see flashes of greatness like you would see sparkling stars on a clear night. Technically, they know their way around a racquetball court. Match that with an ability to quickly adapt to a variety of different outdoor formats and this gang of young players make a formidable group. 

What you will also see, is the support they receive by Aimee and Team Ektelon getting payed forward towards one another. They are frequently seen following each other's matches and lending a word or a look that provides a boost and a sense that they are not alone. It goes a long way in confidence, a trait they all have in abundance.

DYNAMIC STAND OUT

To say they are confident is not to imply they are cocky. In a sport filled with top tier players that aren't shy about their abilities and frequently vocal about officiating, an example exists on this team that truly stands out. Jose Rojas, who has already broken the IRT's top 10, is impressive to watch. Playing on any racquetball court, he is technically sound and creative. At 21, he's a senior in the group. Jose is quiet at events and can often be seen with headphones and intensely concentrating on the matters at hand. 

His methods are working as he continually makes quarterfinals or better in pro draws. Yet it doesn't keep him from following the progress of teammates in the open draws and lending his thoughts and words as needed. That energy flows through the crowds of players and spectators congregating outside and around the glass doors. It turns heads.

HERE NOW

Aimee and and Ektelon are excited that their efforts are so promising as they look to the future. Rightly so, because these guys look to have long runs ahead of them. But make no mistake. They are in it. This group of young players are engaged in playing at the top levels of the sport and as you can clearly see with Jose, they are already living the life of a professional. And the balance of continuing their educations and growing into solid young men doesn't take away from the fact that they already are a major part the draw. It's a scene of cool, gifted young racquetball players providing spark at events.

As with most of the industry players trying to shape the sport and build interest in the game and branding, Aimee and her team are busy with setting direction and planning. As their efforts filter into the culture of our sport, one thing is already apparently clear. This generation has already begun changing and shaping how racquetball is being experienced.

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