With BEYOND, Ieva and Misha are transforming tennis into something completely new—a space where sport, culture and community come together. In this interview, the two founders talk about going all-in on their vision, why community matters more than ever, and how AG1 helps them show up every day.
It all started two years ago. Berlin is an amazing city but let’s be honest, it can feel isolating sometimes, right? We wanted to create something that brought people closer together. Ieva came from the inclusive world of running, bringing a mindset of openness and community, while Misha’s background is firmly rooted in the more structured and sometimes rigid tennis world. We saw an opportunity to blend these two seemingly different approaches and reimagine tennis as something more dynamic and inviting.
Our goal was to infuse tennis with the same sense of connection and fun that defines running communities—to make it more than just a sport, but also a lifestyle that encourages people to meet, play, and grow together. As we started, we realized how tough it was for many people in Berlin to access tennis, especially if they weren’t already part of certain social circles. Tennis often gets seen as exclusive and individualistic, but we believed it could be a bridge for meaningful connection.
The question “How can we open tennis up and make it more accessible and enjoyable for everyone?” became our mission. What started as a small idea quickly evolved into a movement that merges sport and lifestyle, both on and off the court. The Beyond grew from this vision, with tennis as its core but always focused on creating a vibrant, welcoming community.
“Our goal was to infuse tennis with the same sense of connection and fun that defines running communities—to make it more than just a sport, but also a lifestyle that encourages people to meet, play, and grow together.“
We knew committing to BEYOND full-time would be tough, but we naively thought it would follow a straight path. Instead, we faced countless “no’s” and moments where our efforts didn’t yield the results we’d hoped for. It’s humbling, but it’s also taught us resilience. With every challenge, our confidence grows—not because we’re invincible, but because we’ve learned to trust ourselves and tune out external noise.
Support comes in so many forms. The bond we share is our rock; we know we can count on each other 100%, no matter what. Brands like AG1 have been incredible allies as we navigate the often exclusive world of tennis. And of course, the community we’re building inspires us daily—their energy keeps us going.
Sleep and discipline are non-negotiables for us. Our mornings always start with AG1.
Ieva loves her quiet, early moments—meditating, journaling, reading a few pages of a book, and then going for a run while sipping on AG1. Staying hydrated is a priority for her. Misha’s routine is a bit more on-the-go—she takes her AG1 while heading to the gym.
Mornings are sacred; we keep them free from work or emails. It’s our time to center ourselves and set the tone for the day. Little rituals, like prepping meals or laying out gym clothes the night before, make staying disciplined feel effortless. Plus, let’s be honest, it’s one less decision to make when you’re half-asleep. Then the day starts with us texting: <let’s gooooooo ma’am!> or something corny or super silly, hehe.
It’s everything. We’ve recently traveled to different places—India and Brazil—but found the same aspect that binds us together so strongly: the mission to bring people together, to have a collective mindset and run away from our current society’s obsession with individualism. Our goal is to recreate that village-like feeling in a big city. It’s vital for mental health and a huge reason we do what we do. We want to make people feel less alone.
A shared physical and present experience that goes beyond the rational, intellectual, and calculated mind. We play when we do sports, and it’s like going back to the playground when we were kids. We connected over challenges, games, building castles, and legos. Racquet sports like tennis have this unique ability to evoke emotion and connection, whether it’s through the intensity of the match or park games like King of the Court. We tend to lose the play aspect when we grow old—that’s why we believe in the importance of playfulness.
It’s incredibly empowering to see people resonate with our vision. BEYOND is about more than just sports; it’s about fostering genuine, meaningful relationships. Seeing others find value in what we’ve created is the greatest reward to be honest.
Don’t listen to older uncles trying to tell you how the world works and make you feel stuck. Use your naivety and imagination to drive things that make you curious forward.
Our vision is to remain curious and open, adapting as we go. We want to keep breaking barriers, starting with tennis, but who knows where that curiosity might take us next? Staying true to our mission of connection and community will always guide us.
