Table Tennis → STIGA® Club (Concept)
You may know Stiga, the renowned table tennis equipment brand founded in Sweden in 1934. This case study is a concept of what Stiga can choose to design, a type of brand community centered on a shared hobby: table tennis, using the Ferris Five Framework. Ultimately, turning table tennis hobbyists into members with benefits, including access to exclusive events and unique experiences.
Meet your researcher.
Andre Brathwaite
Brand Community Strategist
After struggling to find a badminton community to enjoy recreationally, Andre turned his focus to helping product marketers create a type of brand community where adults can come alive through shared hobbies—known as branded recreation clubs. Drawing from his research on iconic brands, he developed and shares a powerful framework called The Ferris Five. His mission is clear: to inspire product marketers around the world to design more branded recreation clubs that bring adults together through the joy of shared hobbies.
• Learn more about Andre: LinkedIn
Listen.
The opinions expressed are solely those of the host and do not necessarily reflect the views of any brand mentioned. We encourage you to check their corresponding websites for further information.
The Ferris Five Framework
Explore Stiga current offerings, and the opportunity to design a membership for a type of brand community centered on a hobby—a branded recreation club, incorporating suggestions grounded in the Ferris Five Framework.
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When STIGA first began crafting table tennis equipment in the 1940s, the goal wasn’t just to make paddles — it was to elevate the game itself.
The founders believed that table tennis could be more than competition; it could be connection — between players, generations, and nations.From home basements to Olympic arenas, STIGA became the symbol of quality, precision, and passion. But the true evolution came when STIGA began nurturing. communities around the sport — encouraging players not only to play, but to belong.
Learn More: About Stiga
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STIGA has always believed that the beauty of table tennis lies in the sound, the speed, and the stories.
Through original video and editorial content, STIGA shares that energy with its global community.Watch Videos: Stiga, YouTube Channel
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Through the STIGA Players Corner Blog, hobbyists can read stories from pros, discover training tips, and explore the craftsmanship behind STIGA’s legendary blades.
Read Stories: Stiga Blog
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STIGA does not offer a membership to a branded recreation club. Listen to our case study to learn more about the Ferris Five Framework and the suggestions given.
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STIGA does not offer a in-person activities for hobbyists to participate in. Listen to our case study to learn more about the Ferris Five Framework and the suggestions given.
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What if you had baskets of ping pong balls at your disposal, playing for hours on end with people that are having just as much fun, all while SPIN’s dedicated ball boys/girls pick up all the scattered balls so you can save your energy to try to reach the next shot coming your way. That table, paddle, ball, and net you get to use? STIGA. That place? SPIN.
STIGA’s is the official equipment partner of SPIN, a ping pong social club that prides itself in being a club without the pay-a-membership part of it, regularly hosting competitions, tournaments, themed events, and of course, social play.
Explore Locations:
In the United States: Boston | Chicago | New York (Flatiron) | New York (Midtown) | Philadelphia | San Francisco | Seattle | Washington DC
In Canada: Toronto
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In the heart of Eskilstuna — the birthplace of STIGA — visitors can explore decades of design evolution, from the first handcrafted blades to today’s high-performance rackets.
Beyond display, it’s a living space for connection. Players test new equipment, meet coaches and ambassadors, and feel the pulse of a company that has helped shape the world of table tennis for over 75 years.
Explore locations:
In Europe: Sweden
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STIGA does not offer digital tools for hobbyists to connect with each other. Listen to our case study to learn more about the Ferris Five Framework and the suggestions given.
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Follow STIGA by joining one of their social media accounts to engage with the latest they have been up to.
Next case study coming soon.
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