Ann Arbor-based Fry Inc. said Thursday that it had launched a new membership Web site for the United States Tennis Association, the nonprofit that promotes the growth of tennis.

The site,, was implemented on Fry’s Open Commerce Platform and offers pre-sale support and marketing, memberships for sale, and after-sales service. This hosted system includes a database that stores transactional and membership information and incorporates industry best practices in regards to creative and user experience design.

Fry worked with the USTA to improve and streamline internal operations to allow its business users to manage data, enable its call center agents to assist effectively current and new members, and give its management and technical team the guarantee of a PCI compliant solution, accurate data feeds, and 24/7 support.

“The new design and functionality offers our members a much more efficient and engaging online experience,” said Barrie Markowitz, managing director of the USTA. “Fry offers the end-to-end solution and the user experience expertise we need in a partner. Perhaps most importantly, we now have a flexible platform that can accommodate our growing online needs.”

“Fry’s content management tools and personalization engine enhance USTA’s online merchandising and promotions capabilities to retain and attract members,” said Rudy Pataro, president of Fry. “We are proud to work with an established membership organization such as the USTA and we look forward to a lasting partnership.”

The USTA has about 750,000 members.

Fry Inc. is a subsidiary of Micros Systems Inc.

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