The new “SQUASH UP!” initiative, spearheaded by former German National Champion Simon Frenz in close cooperation with the German Squash Federation (DSQV), aims to revitalize squash throughout Germany. It focuses on the recreational and grassroots game, aspiring to win over young people—especially those aged 10 to 30—to experience the fun, social aspects, and health benefits of squash. By officially launching with a press release and a concise two-page document, “SQUASH UP!” intends to ignite a nation-wide movement that pulls together everyone passionate about the sport, from local clubs to major organizations.
Launch in Hamburg, Germany
The initiative began in Hamburg and is now set to expand across Germany. Shortly after a local rollout in Hamburg, an upcoming meeting on March 5 will present the project to a select group of squash enthusiasts, community leaders, and sports officials, aiming to make “SQUASH UP!” a genuinely national drive. According to Frenz, the ultimate goal is to get as many people involved as possible—anyone who knows and loves squash—and inspire them to actively promote the sport in their local regions.
Collaborations and Backing
Supported by DSQV board members and local talents, the “SQUASH UP!” team has partnered with educational institutions such as Fresenius University to create short promotional clips and marketing plans for squash. Students are seen as key multipliers to spread awareness, which has led to additional campaigns on university campuses. There is a strong focus on embracing the latest digital tools—like Eventbrite for event signups and a new community app—to attract younger audiences.
One of the earliest outcomes of this collaboration with Fresenius University was the production of a dynamic teaser video—the very first student-led project. It highlights personal challenges, captures triumphant moments, and ultimately rounds off with a spirited call to action for viewers to try squash themselves. Additionally, the team is leveraging social media channels more intensively to share news and success stories.
Why Now?
The conversation between SFN and Simon Frenz highlighted a pressing concern: The number of squash courts in traditional hotspots like Hamburg and Kiel has fallen, weakening the sport’s visibility. Frenz compared squash’s current situation to a patient on intensive care—there is still time to revive the sport, but the next couple of years are critical. He cautions that, unless bold moves are made, the sport risks fading away in Germany, especially with the growing popularity of alternatives such as Padel and Pickleball.
Key Pillars of “SQUASH UP!” for Grass Roots
Promoting New Engagement: “SQUASH UP!” wants to make squash appealing and easily accessible by emphasizing quick success experiences, fun gameplay, and the sport’s many health and fitness benefits.
Focus on Young People: With an emphasis on those aged 10 to 30, the initiative plans student events, partnerships with schools and colleges, and the creation of a vibrant, social scene around squash courts.
Community Building and Digitalization: Through structured marketing and digital tools—including a dedicated app—squash fans will be able to connect, organize matches, and find events more easily.
National Expansion and Partnerships: Starting in Hamburg, the project is aiming to recruit local champions in different regions. The DSQV is mobilizing state-level associations to roll out “SQUASH UP!” wherever suitable courts and communities can be found.
Long-Term Sustainability: Building on collaborations with universities and the Fresenius marketing insights, “SQUASH UP!” is working toward a lasting presence. Future plans involve stable support systems for new courts, stronger integration with local clubs, and new sponsorship models.
Upcoming Events
One immediate highlight is the U33 Squash-Party event on March 22 in Hamburg’s Kaifu Lodge, where students and young adults can try squash in a relaxed atmosphere. This event is viewed as a blueprint for similar meetups nationwide, showcasing how fun and inclusive squash can be.
Looking Ahead
“SQUASH UP!” seeks to turn Hamburg’s initial success story into a Germany-wide phenomenon, involving everyone who wants to keep squash alive and growing. With continued backing from the DSQV, local clubs, academic partners, and new digital outreach, the initiative stands a solid chance of rejuvenating the sport’s image and drawing a new generation onto the courts.
In the words of Simon Frenz, “Our sport in Germany depends on a broad grassroots base of spontaneous players, especially the young. ‘SQUASH UP!’ is about showing them how dynamic and accessible squash can be—and building a fresh community to strengthen our courts and clubs in the long run.”
By working closely with universities, squash venues, and regional associations, “SQUASH UP!” aims to ensure that, in the years to come, squash is not only revived but thrives as a key player in Germany’s fitness and recreational sports culture.
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