Amsterdam, Netherlands – May 5, 2025 – Triple B, an investment group committed to supporting transformative and culture-shifting ventures, celebrates a major milestone from portfolio company INTENNSE, as it prepares to debut its immersive, fast-paced professional tennis league this June in Atlanta, Georgia.
At the heart of this vision is The INTENNSE Arena—a fully reimagined, high-energy tennis venue located inside Electric Owl Studios, the world’s first LEED Gold-certified purpose-built film and TV studio. This marks the first time a professional sports league has built a permanent arena inside a film soundstage, enabling total environmental control, immersive design, and unmatched fan access.
"At Triple B, we invest in groundbreaking ideas that push the boundaries of what's possible, and INTENNSE is doing just that. This new arena is not only a game-changer for tennis, but also a prime example of how we can merge innovation, sports, and community in powerful ways," said Thomas Archer Bata, Director of Triple B.
🔥 The INTENNSE Arena: Designed to Captivate
Opening this June in Decatur, GA, The INTENNSE Arena is purpose-built for 21st-century sports consumption—fast, intimate, and theatrical. Created in partnership with Tribe Design and Luxious Creative—teams behind Super Bowl halftime shows, Netflix specials, and major tours from Beyoncé to Springsteen—the arena is designed to make every match a visceral, high-impact experience.
Key Highlights Include:
- 20,000 sq ft of fully climate-controlled space
- Double-decker and end zone seating that puts fans at court level
- Custom-designed, visually striking court built for high visibility across screens and live play
- Immersive lighting, video, and sound production, changing dynamically with match flow
- No weather delays and full broadcast control for global streaming
- A studio-quality environment that also serves as a branded content and ad production platform
💥 What Fans Can Expect
At INTENNSE matches, fans aren't just spectators—they're in the show.
- Clocked matches and team-based play amplify energy and narrative
- On-court coaching, in-match substitutions, and hype squads keep things fluid
- Fans are just meters from the players, with music, lighting, and crowd interaction integrated into match flow
- Pre- and post-match media activations offer sponsors and fans unique touchpoints
- Designed for both live and digital-first audiences: every angle, chant, and clutch moment is made for sharing
"This is more than fast-paced tennis," said Charles Allen, CEO of INTENNSE. "We are creating an electrifying experience that connects fans directly to the athletes and the sport. Atlanta’s energy, passion for sports, and vibrant tennis community make it the perfect home for this next chapter."
🌿 The Studio Behind the Innovation: Electric Owl
Home to The INTENNSE Arena, Electric Owl Studios is an award-winning, 313,000 sq ft production campus built around sustainability, accessibility, and efficiency. Located just steps from the Indian Creek MARTA station, it’s fully solar-compatible, LEED-certified, and includes zero-waste design features.
“We are thrilled to help bring The INTENNSE Arena to life,” said Dan Rosenfelt, Co-Founder of Electric Owl Studios. "In all my years running studios, I have never hosted a live sports event inside a soundstage. This partnership is a perfect match, combining innovation, creativity, and a bold new vision for the sport of tennis."
Construction of the arena begins in late May and will be completed in just two weeks. The venue will be used for all INTENNSE league matches, media events, team drafts, and digital content production.
🏁 A Platform for What’s Next
INTENNSE’s inaugural season will kick off in June 2025. With 1,500+ college programs already on the platform, a growing streaming ecosystem, and youth integration baked into the format, the league is poised for fast commercial scaling and global interest. As part of its mission, Triple B continues to support founders who are turning powerful ideas into movement-driven businesses that improve how communities play, gather, and connect.
About Electric Owl Studios
Located in the heart of Atlanta, Electric Owl Studios is the world’s first purpose-built, LEED Gold-certified film and television studio. The 313,000 square-foot facility is designed with sustainability and innovation at its core, integrating eco-conscious features to minimize its environmental footprint. The studio provides state-of-the-art services for film and TV productions, while also being a hub for creative events, live sports, and branded content. Electric Owl Studios combines cutting-edge production capabilities with a commitment to people and planet-first principles, offering a unique environment for artists, producers, and companies alike.
About INTENNSE
INTENNSE is a professional team tennis league created to transform the sport through a high-energy, fan-centric experience. Launching in June 2025, INTENNSE will feature a fresh team-based format, non-stop action, and dynamic match-day environments that make tennis more accessible and engaging for a modern audience. With a focus on fast-paced play, interactive fan experiences, and seamless broadcasting, INTENNSE aims to capture the excitement of tennis while appealing to younger, diverse audiences. By blending professional, college, and youth talent into its events, INTENNSE is redefining tennis for the next generation of fans. Learn more at www.intennse.com.
About Triple B
Triple B is a private investment firm dedicated to empowering the world’s most innovative and transformative founders. We believe in the power of bold ideas and forward-thinking visionaries who are reshaping industries and cultures. Focused on creating long-term value, Triple B’s portfolio spans across high-growth ventures in sports, technology, media, and beyond. Our investment approach is guided by a commitment to sustainability, inclusivity, and innovation, partnering with entrepreneurs to create positive, meaningful impact on a global scale. Learn more at www.triple-b.co.
