Serving Up with Jethro Binns: The Mind Behind SquashLevels, SquashSkills & Level Tech
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Presented by OLIVER UK and ACC Leisure
When you talk about the people shaping the future of racket sports, few names come up as often as Jethro Binns. From a decorated playing career representing Wales to co-founding SquashSkills and SquashLevels, and now helping drive multi-sport innovation through Level Tech, Jethro has built a legacy that reaches far beyond the court.
In this episode of Serving Up, Shaun Sullivan sat down with Jethro for an open conversation about his journey — from his early days as a player to leading a data-driven transformation across squash, padel, badminton, and more.
From Welsh Junior to World Top 100
Shaun: Let’s start at the beginning. What first pulled you into squash?
Jethro: I grew up on a farm in Wales, so there wasn’t much else to do! My dad played, so I started hitting with him when I was about eight. He was my first coach and the one driving me to tournaments all over the country. We didn’t have fancy facilities — just a lot of passion.
Shaun: At what point did you realise you could take it further — maybe go professional?
Jethro: Probably around 14 or 15. I started winning a lot of junior titles, and eventually joined the Welsh national setup. Then I moved to the University of Birmingham, where I had access to world-class training and players. That’s when it got serious.
From Injury to Innovation
Shaun: You reached the world’s top 100 before injury forced you out of the game. What happened?
Jethro: I tore my hamstring quite badly. It sounds small, but it was the mental side that hit hardest. You train your whole life for this, and suddenly it’s gone. I went through a bit of an identity crisis — who am I if I’m not “the player”?
That’s when SquashSkills started. I met Peter Nicol, and we thought, “Why don’t we build something that helps players learn from the best online?” We had one camera, a small court, and no real plan — just a belief that knowledge should be accessible.
Shaun: And that became the blueprint for how players now learn technique online.
Jethro: Exactly. We filmed over 1,000 videos, built a global following, and most importantly, created a community. It wasn’t just drills — it was about helping people understand why they do things.
Building SquashLevels
Shaun: After SquashSkills came SquashLevels — which every player and coach seems to use now. What made you build it?
Jethro: It came from frustration. Rankings were great for the top few hundred players, but there was nothing meaningful for everyone else. So we built a rating system — like ELO in chess — to measure every player’s performance, not just their position in a draw.
Shaun: It’s incredible how widely it’s used now — from local leagues to international federations.
Jethro: Yeah, seeing World Squash adopt our system for junior world rankings was surreal. That’s when I realised: we weren’t just building tools for players — we were shaping how the sport measures itself.
Level Tech and the Multi-Sport Future
Shaun: And now Level Tech is expanding beyond squash — into padel, badminton, and more.
Jethro: Right. The idea was always bigger than one sport. What we’ve done with SquashLevels and SquashSkills, we can now replicate across the entire racket-sport ecosystem. We’re building PadelLevels and BadmintonSkills, and it’s growing fast.
Shaun: What’s the vision?
Jethro: To create one connected platform for racket sports — where your performance, coaching, and data all live in one place. Eventually, we’ll bring in AI analysis, wearable data, and social features so you can compare your movement or rally stats with friends across the world.
“We want to celebrate effort, not just results. Sport should reward consistency, not just perfection.”
The Rise of Squash 57 and Accessibility
Shaun: You’ve also spoken a lot about Squash 57 as a gateway sport — why do you see potential there?
Jethro: It’s squash without the barriers. Easier on the body, more social, and instantly rewarding. Squash 57 has everything that made padel explode: accessibility, fun, and inclusivity. If we position it right, it can bring thousands of people back to clubs who thought their playing days were done.
Building Something That Lasts
Shaun: You’ve built several brands that have genuinely changed the game. What’s been your biggest lesson through it all?
Jethro: Persistence. You’ll fail more than you succeed, but the trick is to keep showing up. My advice to anyone trying to turn passion into a career?
Make sure you love it — because once your hobby becomes your job, it’s hard work. But if you genuinely believe in it, that work becomes a joy.
Looking Ahead
Shaun: The conversation actually carried on long after we stopped recording — so much so that there’s a Part 2 coming next week!
Jethro: Yeah, we dive into some really exciting stuff — AI, wearables, and what the future of community sport could look like when everything connects.
Continue Reading & Listening
Catch up on more Serving Up episodes:
🎙 Simon Rösner – Inside the Mind of a Champion
🎙 Jesse Engelbrecht – Mastering the Mental Game
And explore our latest blogs for players, parents, and coaches at 👉 oliversquash.co.uk/blog/