Rising Stars: Meet Jordaan Sanford of Los Angeles

Today we’d like to introduce you to Jordaan Sanford

Hi Jordaan, thanks for joining us today. We’d love for you to start by introducing yourself.
Well, if I go all the way back to day one of my tennis journey, it started when I was just five years old. I remember it so clearly — the 1997 US Open final between Venus Williams and Martina Hingis was on TV. I came bouncing into the living room where my dad was watching, full of energy like most five-year-olds, but something on the screen caught my attention. I was captivated by these two athletes battling it out for the title. Eventually, I sat next to my dad and watched the entire match. When Hingis won, I jumped up and said, “I can do that. I want to play tennis!” My dad laughed and said, “Okay, let’s go then!” Even though he didn’t know anything about tennis, he started reading tennis books, and we learned the game together. From there, it was history.

I became ranked No. 1 in Southern California in every age division, and I even played some professional tennis before deciding to pursue the college route. I played for the University of Maryland my freshman year before transferring to Baylor University, where I won three Big 12 championships with my teammates. My senior year, I earned the Golden Bear award and was named the NCAA’s Most Improved Player. Tennis gave me incredible experiences, relationships, and life lessons that I’ll always be grateful for.

When I graduated and put my racquet down, I knew it was time for a new chapter, but I always wanted to give back to the sport in any way I could. That mentality has led me to where I am today. Having studied Journalism and Film at Baylor, storytelling has always been my passion. Whether it’s editorial, on camera, behind it, or through content creation, telling stories is at the core of what I do.

Previously, I was an editor for Tennis Channel, where I managed a section called “Baseline,” which focused on the off-court and lifestyle aspects of tennis. One of the most rewarding projects I worked on was a series that highlighted small businesses within the tennis community. I loved being able to tell stories about the people and businesses that are making a difference in the sport. Now, I write for various outlets, including Bagel Magazine and Variety, covering everything from tennis fashion and local LA tennis groups to entertainment.

I also manage the USTA Foundation’s social media channels, where I help share stories about how the organization is impacting under-resourced youth through tennis and education. It’s been such a rewarding journey, and there’s a lot more to come! I’m currently working on a project that I’m really excited about, so stay tuned for that!

Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
It definitely hasn’t been a smooth road. I think with anything you’re trying to excel at, you can almost guarantee there will be challenges. Tennis, for me, was no different. It required an incredible amount of hard work, dedication, and focus from a very young age. I started playing when I was five, and in many ways, I feel like I lost a bit of my childhood. Every single day, I was on the court practicing for hours, and when I wasn’t practicing, I was thinking about it—thinking about the next tournament, which happened almost every weekend. It was like having a full-time job, and I was constantly being pushed by my dad and my coaches. While I’m grateful for that push, it was a lot to handle as a kid. The pressure to perform at such a high level week in and week out was mentally and physically demanding. Sometimes I look back and think, “How did I even get through that?”

Another challenge was representation. Growing up, yes, there were Venus and Serena Williams, and they were incredible role models. But often, I found myself being the only person of color at many of the tournaments I played in. That came with its own set of challenges. I always felt like I had to perform better, do more, just to be recognized. It wasn’t necessarily an obstacle, but it was something I had to navigate and work through.

Later in my career, when I transitioned into writing, breaking into that world was extremely difficult. Even with my background, it’s a competitive industry, and there were times where it felt almost impossible. But because of the lessons tennis taught me—perseverance, discipline, and grit—I didn’t give up. Those qualities were ingrained in me from a young age, and they helped me keep pushing forward. I’m so grateful for that because it’s gotten me to where I am today.

Alright, so let’s switch gears a bit and talk business. What should we know about your work?
What I specialize in is storytelling, across all forms—whether that’s through editorial writing, behind or in front of the camera, or content creation. However, I’m primarily known for my editorial work, which has always been at the heart of my storytelling. When I graduated and put down my racquet, I knew I wanted to give back to the sport that had given me so much, and for me, that meant telling stories that truly matter—stories that help diversify and evolve tennis in meaningful ways.

Often, the spotlight is on the WTA, ATP Tours, but there’s a whole other side of tennis that’s just as special. Through my editorial work, I seek out the people and companies that are doing incredible things for the sport. I uncover stories that are hidden gems, waiting to be dusted off and brought into the light. It’s been incredibly rewarding to hear these stories and give them the platform they deserve.

Working with the USTA Foundation has been another powerful way to contribute to the sport. Helping under-resourced youth discover tennis and receive an education, using both to change their lives, has been an amazing experience. Being a part of the Foundation’s content creation efforts, telling their story through different mediums, has been such a fulfilling part of my journey.

What I’m most proud of is that I’ve been able to follow through on my promise to give back to tennis—through the art of storytelling. What sets me apart is my ability to tell these stories in so many different ways, whether through writing, filming, or creating digital content. It’s about shining a light on the unique and beautiful stories that make a difference in this sport. And while it’s not always easy to turn the spotlight on myself, I believe that my dedication to bringing these stories to life, in all forms, is what sets me apart.

I’m just getting started. There’s so much more I want to do, more ways I want to contribute to this game that’s given me so much. Tennis is the sport of a lifetime, and I can’t wait to continue sharing its stories for decades to come.

We love surprises, fun facts and unexpected stories. Is there something you can share that might surprise us?
One thing that still surprises a lot of people is that I can actually play tennis at a very high level. When people look at me, I think they assume I don’t know how to hit a tennis ball, so it’s always funny to see their reactions when they watch me play. People’s reactions are always priceless—they’re like, “Wait, you can actually play?” It’s amusing to me that after all these years, people don’t expect me to be able to play at such a high level.

Contact Info:

• Instagram: https://www.instagram.com/jordaanashley/