Alexandra Armas has been confirmed as the permanent CEO of the Ladies European Tour (LET), reporting directly to the LPGA-LET Joint Venture Board of Directors, chaired by LPGA Commissioner Mike Whan.
Armas took on the role of Acting CEO in early October 2019, working closely alongside the Board to complete the 2019 season and build the 2020 schedule, which will be announced on Friday. She previously held the position of LET Executive Director from August 2008 to December 2012.
Every great team needs a great leader and we are lucky to have Alexandra, who has the experience, passion and relationships necessary to quickly rebuild the LET schedule and brand,” said Whan. “From working with Alexandra during her previous stint at the LET and since she re-joined the team in October, I am incredibly impressed with her ability to deal with our various stakeholders and partners with grace and skill. As Acting CEO of the new LET, she has already proven herself and our Board believes that she is the right person to manage our business long-term and drive strong growth in the years ahead as the permanent leader of this Joint Venture.”
Commenting on her appointment, Armas said: “I am incredibly excited to be given the opportunity to lead the Ladies European Tour at what is a real turning point for women’s golf and professional sport. The vision for the LPGA-LET partnership is a completely new project and I believe strongly that we are heading in the right direction to take the LET to greater heights. I look forward to working on the evolution of the business to grow the opportunities for LET members.”
Armas has worked in the golf industry for 20 years. After playing on a golf scholarship at Wake Forest University and earning a master’s degree in Business, she played on the Ladies European Tour for four years. She achieved fantastic results in her previous Executive Director role and while she has since built her own sports marketing business, Armas is now ready for the next challenge and building on the growth strategy for the long term and sustainable success of the LET.
About the Ladies European Tour
Ladies European Golf Venture Limited, the company which operates the Ladies European Tour, is a joint venture collaboration between Ladies European Tour and the Ladies Professional Golf Association, which started on 8 January 2020 and was formed to increase playing opportunities for female golfers in Europe. Its board comprises 12 directors, including LPGA Commissioner Mike Whan, European Tour Chief Executive Keith Pelley, The R&A’s Chief Executive Martin Slumbers and the Chair of the LET, Marta Figueras Dotti. The entity will be led by CEO Alexandra Armas.
The 2020 LET season is the 42nd series of golf tournaments since the professional tour was founded in 1978 and marks the first edition of the Race to Costa Del Sol. The LET Access Series is the official development tour of the LET, formed to give players an opportunity to compete and progress onto the LET and achieve their dreams in professional golf.