Alexandra Armas Ends Her LET Tenure With Vision and Courage
Former CEO reflects on six transformative years and the future of women’s golf
Las Vegas - Alexandra Armas has stepped down as Chief Executive of the Ladies European Tour, concluding a six-year chapter that reshaped the Tour through a global pandemic and a bold partnership with the LPGA.
Her connection to the LET runs deep: a former professional on the Tour, an Executive Director for nearly a decade, and ultimately its CEO from late 2019. “I hoped the LET would be re-energised with the support of the LPGA, and that we could build our core schedule in Europe again,” she told Juan Luis Guillén during The Amundi Evian Championship. That vision came to fruition — despite COVID striking just as an expanded 2020 schedule was unveiled — thanks to the unity she fostered among golf’s often-fragmented governing bodies.
“I think uniting the women’s game makes us stronger and more impactful together,” she said. Her tenure exemplified that belief, building a schedule of playing opportunities at a time when many feared contraction. “The priority has been and will always be playing opportunities for athletes.”
Armas has long been a believer in the unique appeal of women’s golf. “I’ve always been amazed at the talent and engagement of the athletes, the approachability, and the value proposition of women’s golf compared to other sports,” she said. That accessibility, she argued, remains a key selling point to sponsors and fans alike. “You can’t always get so close and so inside the ropes in other sports.”
Asked about her advice to her successor, Armas was unequivocal: “Be courageous, and think outside the box. We have the opportunity to do things differently and to tap into a slightly different perspective of the game. Let’s not just do what the men are doing because it works for them.”
Her parting words to incoming LPGA Commissioner Craig Kessler struck a similar note of encouragement and caution: “Brace yourself, because it’s a lot — and there are a lot of opportunities. It’s exciting, but it’s big.”
After a career spent championing women’s golf on and off the course, Alexandra Armas leaves the LET on a solid foundation and with her hallmark insistence that the women’s game has its own story to tell — and its own way to tell it.