Women's History Month Highlight: Isabella Feinberg

Meet Isabella: COO of Lifetime Activities, overseeing direct operations at six locations: Walnut Creek, Pleasanton, Cupertino, Sunnyvale, Santa Clara, and Goldman Tennis Center in San Francisco.

Q: What does being a woman in the NorCal tennis community mean to you?

A: To me, being a woman in NorCal tennis means being part of a community that is both deeply supportive and constantly evolving.

It means showing up not just as a player or professional, but as someone who contributes to a larger community -- one that values connection, growth, and a shared passion for tennis. I’ve been fortunate to be surrounded by women who lead, mentor, organize, and advocate, often behind the scenes, and that has shaped how I see my own role.

It also means recognizing that while we’ve made meaningful progress, there’s still room to grow. Being part of this community is an opportunity to help create spaces where more women feel welcomed, confident, and empowered to lead -- on and off the court.

Q: What has tennis given you beyond the court - whether that’s confidence, friendship, community, or purpose?

A: Everything.

Tennis was a sport I learned early on and played on and off as a kid. When I moved to the Bay Area in my early twenties, I picked it up again and it quickly took over my life, in the best way.

Socially, it introduced me to an incredible community. I’ve met so many wonderful people and built lifelong friendships through league teams and local play.

Professionally, it has defined my career. I’ve worked on the operations side of tennis for over a decade, and throughout that time I’ve seen firsthand the impact tennis and recreation can have within communities.I’ve learned so much from mentors, industry partners, and players along the way, and I’m incredibly grateful for the opportunities I’ve had to grow into leadership roles. Being able to combine my background in business with a sport I genuinely love has been especially rewarding.

Personally, tennis has helped shape a number of values that guide me today:

• Fortitude — learning to push through challenges and trust that you’ll find a way forward

• Integrity — choosing what’s right over what’s easy or convenient, even when no one is watching

• Discipline — committing to the routines and effort required to grow and improve or make progress over time

These principles guide how I live my life every day at work, on the court, or just being out in the real world. 

And to top it all off, I met my husband on the tennis court. So yes…tennis has given me everything.

Q: Who are the women in the tennis community who have inspired or supported you along the way? How have you seen women help shape and strengthen the tennis community here in Northern California?

A: On a broader level, Billie Jean King has always been a source of inspiration. Her advocacy for women, especially in sports, has had a lasting impact. I often think about her quote: “Girls who play sports learn how to lead—make decisions, live with it, and move on.”  That idea really captures how transformative tennis can be.

Closer to home, I’m inspired every day by the women I interact with throughout the NorCal tennis community. From team captains and CTA board members who volunteer their time to create opportunities for others to play, to advocates who have worked tirelessly to restore and protect public tennis spaces, to coaches who build meaningful, lasting connections with their students -- these women consistently show up, put in the work, and help move the game forward in ways that often go unseen.

I’m also inspired by the women I’ve gotten to know through their play at our facilities—the ones who, on and off the court, play hard, have fun, and support one another. That’s what makes tennis and communities like NorCal so special.

Q: What inspired you to give back through volunteering, leadership, or service in tennis?

A: For me, it comes down to both impact and responsibility.

The benefits of tennis are overwhelmingly positive -- it builds confidence, community, resilience, and connection. I’ve experienced that personally, and I’ve seen it play out in the lives of many others over and over again. That alone is incredibly motivating.

At the same time, representation plays a big role in why I feel compelled to give back. As a woman and

a person of color in this industry, I’m very aware that there is still room for more women to be visible in leadership, coaching, and decision-making spaces. Being in a position where I can contribute, lead, and help create opportunities for others is something I don’t take lightly.

Whether through my work, leadership, or everyday interactions, I hope to help create a more inclusive and welcoming tennis community, one where more women feel empowered to step in, speak up, and lead.

Q: What’s one moment in your tennis journey that reminded you how powerful women supporting women can be?

A: One moment that stands out isn’t a single event, but a pattern I’ve seen throughout my career.

There have been many times, especially in rooms or settings where women were underrepresented, where another woman has taken the time to offer support, share insight, or simply create space for my voice to be heard. Whether it was mentorship, encouragement, or advocacy in moments that mattered, those actions made a real difference in how I showed up and grew into leadership roles.

It reinforced for me how powerful it is when women actively support one another, not just in big, visible ways, but in small, intentional moments. Those moments build confidence, open doors, and create a ripple effect that extends far beyond one person.

Q: Why is it so important for women and girls to feel welcomed, seen, and represented in spaces like tennis?

A: This question means a lot to me.

As a woman and as a person of color in an industry that has historically been male-dominated, this is something I’ve experienced firsthand. While tennis has made meaningful progress, there are still many spaces like tournaments, officiating, coaching, leadership roles, or industry events where women are underrepresented.

Representation in every corner of the tennis space matters because it shapes what feels possible. When women and girls see themselves reflected in leadership, on the court, and within the broader tennis community, it builds confidence and a sense of belonging.

It also strengthens the sport. Diverse perspectives and collaboration lead to better ideas, more inclusive environments, and ultimately a more vibrant and engaging tennis community. This will allow the sport to endure and evolve for many generations to come. 

Q: What do you hope the next generation of girls and women in the NorCal tennis

community feels when they step onto the court or into this community?

A: I hope the next generation of girls and women in the NorCal tennis community feels a true sense of belonging. I want them to feel confident stepping into any role -- whether as a player, coach, leader, or decision-maker and to know their voice matters. I hope they feel empowered to make an impact, to lead with confidence, and to shape the future of the sport.

And most importantly, I hope they grow up believing there is no glass ceiling in tennis, because glass has no place anywhere near a tennis court.