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Shico S.Salam – Technical Director & Head Coach & Founder of CoConut Tennis & Pickleball Academies.
Coach Shico S. Salam is a high-net-worth Tennis professional in Asia with 25+years of Professional Tennis coaching experience as a certified PTR , ITF , WTA teaching Professional. Over the course of his career, he has built a reputation not only for producing strong competitors, but for shaping complete individuals on and off the court. Shico is a mentor & a Coach to countable Elite individuals who impact global financial markets and corporate owners. Which facilitate a link for sponsorship deals.
A respected mentor to players competing on the ATP and WTA tours, Coach Shico combines technical mastery, strategic intelligence, and a deep understanding of athlete psychology. His philosophy centers on unlocking each player’s maximum potential — guiding them to become the best version of themselves, in sport and in life. Simply nothing is impossible with the correct Teaching methodology and vision for development.
Beyond coaching, he brings extensive international experience in tennis operations, academy leadership, and the development of world-class tennis facilities. His work spans high-performance program design, coach education, and the creation of environments where athletes, families, and professionals can thrive.
Coach Shico is widely recognized for his mature mindset, global perspective, and unwavering commitment to excellence.
Qualifications
Professional Certifications :
- 25+ Years PTR Certified Teaching Professional
- Master of Tennis PTR – Juniors Development.
- General Teaching Professional – Since Year 2000
- Adults Development – Professional
- Juniors Development 10U – Professional
- Performance – Professional
- Pickleball PPR Level 1 – Professional
- Certified ITF Coach
Coaching times & fees
- Please contact Shico directly for more information on his availability and salary requirements
- He can be contacted on WhatsApp and / or Email
- WhatsApp: +66817498694
- Email: ctaphuket@icloud.com
Further information
- PTR
- WTA
- ITF
- PPR
About Me
Outside of Tennis, Shico has a deep appreciation for nature and finds balance through connecting to nature and time spent outdoors. He is also passionate about financial markets, cryptocurrency investments, blockchain innovation, and emerging AI technologies, always seeking to understand how new ideas can shape the future.
A strong believer in giving back, Shico loves life and is actively committed to supporting charities and community initiatives, contributing to positive impact both within and beyond the world of sport.
Experience
Professional Experience :
Technical Director of Tennis & Head Coach – Coconut Tennis Academy 2014 – Present
- Lead all high Performance and Development programs
- Design long term athlete pathways from grassroots to Tour level.
- Mentor and certify coaching staff with PTR
- Overseas Academy Operations , Partnerships and growth strategy.
As a Technical Director and Head Coach, Shico brings a wealth of international experience in the pre-opening, structuring, and successful operation of tennis academies. His expertise covers everything from program architecture and pathway development to recruitment, training systems, and performance culture.
With deep knowledge in the construction and delivery of tennis and multi-sport facilities built to the highest international standards, he understands how infrastructure, coaching methodology, and customer experience must align. Guided by a clear philosophy centered on people, product, and profit, Shico consistently transforms tennis operations into sustainable, high-quality, and financially successful businesses while maintaining excellence in athlete development.
