AYS was founded in 1996 by the mother and daughter team Judi and Penny Lerner.  Judi, an avid tennis fan and Penny, a fervent foodie recognized an opportunity that combined their passions and filled a void in the sports marketing industry. Together, they harnessed their areas of expertise and created a marquee food and tennis movement called Taste of Tennis. This began as a one of a kind event  featuring cuisine prepared by top chefs and appearances by pro tennis players. Now they continue to evolve and adapt to the current times with virtual events, digital content creation and creative marketing solutions.  



Judi Lerner


Providing exceptional, personalized service for world-class athletes and agents.


Penny Lerner

Co-founder/ CEO

Generating new business, maintaining close client relationships and managing day-to-day affairs.


Brian Hester

Executive Vice President

Designing customized sponsorship platforms that are on-brand and address your core marketing objectives.


Crystal Freeman

Activation Coordinator

Forging meaningful partnerships between leading chefs and brands.