App Store
smaxh was featured as App of the Day on the Korean App Store.
2022
HISTORY
From our first match in Seoul
to a singles league in New York.
Seoul, 2022. New York, 2026. Every year’s moments on court, in one place.
2022 · The start
We needed people to play with, so we started a company. By year one, we were courtside with tennis fans.
Olympic Park Tennis Center, Seoul
smaxh went up on center court at Olympic Park as an official sponsor of the ATP 250 Korea Open.
Sep 2022
Also this year
- Feb 2022We founded smaxh corp. in February 2022.
- 2022We introduced smaxh to new players with coach Lee Hyung-taik.
2023 · Finding our look
We put our look into one brand book. With our slogan, the X came to mean getting better.
WHY · COURT BOOKING · FEB 2023
A partner means little without a court
So we let players book courts right in the app, and let court owners fill empty weekday hours.
FILA smaxh CLUB · 2023.07 - 09
WE NEVER LOSE.
If we all had fun, we all won.
We ran a tennis club campaign with FILA. 100 clubs across Korea played for 8 weeks, and the clubs that had the most fun got their own FILA photo shoot.
01
Teaser
Two logos and one line, ‘2023.7.3 COMING SOON,’ teased the campaign.
02
FILA smaxh CLUB
Clubs signed up and earned FILA tennis gear by finishing missions together.
03
WE NEVER LOSE
Clubs shared their court photos with the WE NEVER LOSE filter.
smaxh zone · Dec 2023
A white room
for breaking limits.
Think Dragon Ball’s Hyperbolic Time Chamber: nothing but tennis and getting better. In December 2023, we turned SMASH YOUR LIMIT. into a room on Teheran-ro.
01
A space within a space
A white room inside a black building, so tennis is all you see.
02
The slogan on the wall
We wrote SMASH YOUR LIMIT. on the wall and trained under it every day.
03
xlab 3D swing analysis
Film your swing and see it in 3D. Your game in numbers, not guesses.
xlab’s 3D swing analysis was certified in a TIPS R&D project, then grew into X-Vision, our video-based analysis.
Also this year
- Feb 2023We launched court booking, right in the app.
- Mar 2023Our five characters, TEAM X, came to life.
- Jun 2023We cheered on Roland-Garros with tvN.
2024 · Growing out
College crews took off, and every big tournament brought fans together off the court, too.
Seoul
We ran a training session for tennis players with a Seoul fitness studio.
May 2024
Seoul
We put a big screen on an outdoor court and watched Roland-Garros together.
Jun 2024
Seoul
A college smaxh crew started hosting matches on campuses.
Jul 2024
Also this year
- Jul 2024We raised our pre-Series A to help people find players in more cities.
2025 · Becoming a crew
The people who host the most matches came together as the smaxh crew.
- 100+
- Partner courts in Korea
WHY · TIER MATCH · FEB 2025
Show your level with results, not years played
Uneven matches were a long-standing problem. Instead of self-reported levels, we built tiers that grow from real match results.
What’s in the tier badge
Tier match campaigns
Wirye, Seongnam
Our crews played for tier points at Tier Night in Wirye.
Jul 2025
Seoul
Our crew shot their own moments on court.
Jun 2025
Also this year
- Sep 2025We started building X-Vision, tech that reads your game from swing video.
2026 · New York
The app you use in Seoul works the same in New York. We opened New York with matches first.
- 140
- People at a launch party for 100
- 1,000
- Sign-ups in the first two weeks
New York
The NYC crew met 8 times, 16 players each time (Oct 2026).
Aug - Oct 2026
SoHo, New York
We met people through tennis at W Concept’s W Together pop-up in SoHo.
Sep 2026
WHY · LESSONS · JUL 2026
Learn just the skill you need, when you want
Monthly lesson plans were a big ask, and coaches needed new students. After the lesson, your next match is on smaxh.
01
Launch teaser
One line opened it: ‘Lessons, now on smaxh.’
02
Pick your coach
Choose a coach’s lesson in the app and book the time that suits you.
03
Then, a match
Take what you learned into a smaxh match.
NYC OPEN · NOV 2026
Sundays that break your limit.
This is NYC OPEN.
A singles league every Sunday, 6–8 PM, on the indoor courts of Stadium Tennis Center in the Bronx. Two hours of nonstop singles against someone at your level. Win 10 to play your tier’s Finals for $1,000 in total prizes.
Play at your level
Play and compete
Play your way up
WHY · NEW CITY · NEW YORK
Every city wants someone to play with
In LA, our first try, people mostly played with friends they already had. So we chose New York, dense and subway-linked like Seoul, and started with crews who host.
Also this year
- Oct 2026The smaxh logo became a registered trademark.
NEXT
The next court is waiting
in the next city.
We open each new city with matches first, so you can find people to play with the moment you arrive.