Armas named Ladies European Tour’s permanent CEO

Alexandra Armas has been appointed as the new chief executive of the Ladies European Tour as the women’s golf body continues its restructure in the wake of its recent merger with the LPGA.

Armas (pictured) has been in place as acting chief executive since October last year, stepping in an interim basis to replace the departed Mark Lichtenhein. She has now been given the role on a permanent basis and will report directly to the LPGA-LET Joint Venture board of directors, chaired by LPGA commissioner Mike Whan.

Armas has already been working closely with the board over the past four months on building the 2020 calendar, and is familiar with the organisation from a successful spell as executive director between 2008 and 2012. 

Whan said: “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…

…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.”

Armas added: “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.”

Lichtenhein, who had previously served as a senior executive with the men’s European Tour, first became involved with the LET when he joined the board in November 2015 as a non-executive director, principally to advise on television and media strategy.

He was subsequently elected its non-executive chairman at the end of 2016 and was asked by the board to step in as executive chairman in August 2017. Lichtenhein stepped down from the board after the adoption of its new constitution at the end of 2018 and was asked by the new board to continue in his executive role through to the end of the Solheim Cup cycle.