The LPGA announced Craig Kessler as its 10th commissioner, tapping the 39-year-old PGA of America chief operating officer to lead the 75-year-old organization into a new era of growth.
Kessler, who officially assumes the role on July 15, succeeds Mollie Marcoux Samaan, who stepped down in January after three-and-a-half years of stagnation. The appointment, made during the LPGA’s landmark 75th anniversary season, comes as the tour seeks to capitalize on the surging popularity of women’s sports.
Kessler, a San Diego native with an MBA from Harvard Business School and an undergraduate degree from Georgetown, brings a dynamic resume to the LPGA. His two-year stint at the PGA of America followed a successful tenure as CEO of Buff City Soap, where he oversaw expansion from 100 to 260 stores, and as COO of Topgolf from 2016 to 2021. A lifelong golfer with a reported 5.5 handicap, Kessler’s passion for the game began on Southern California’s par-3 courses, which he affectionately called “the cow pasture.”
“I don’t think this is one of those opportunities where we start with 100 days of listening. It’s time to explode out of the gates,” Kessler said in a virtual press conference, emphasizing urgency to elevate the LPGA’s profile. He outlined four pillars for his tenure: building trust with players, sponsors, and fans; increasing visibility for the tour’s stars; growing the fan base; and securing a stronger financial future.
“The goal is for people to say, ‘Something incredible is happening at the LPGA, and I have to be part of it.’”
The announcement, made as Japan’s Chisato Iwai won the Mexico Riviera Maya Open, sparked excitement among players and stakeholders. Vicki Goetze-Ackerman, LPGA Tour president and search committee member, praised Kessler’s energy and vision, noting, “There was not one person who met Craig in this process that wasn’t wowed.”
Players received a video message from Kessler, who plans to attend the KPMG Women’s PGA in person next month to build relationships.
Kessler’s appointment follows a challenging period for the LPGA, which reported a $2 million loss in 2024 despite a record $131 million in prize money across 35 events. Issues like limited TV coverage, tied to the PGA Tour’s media deals through 2030, and a global schedule that players find taxing have drawn scrutiny. Kessler vowed to address these, particularly optimizing the schedule to reduce travel strain and boost player performance. He also expressed openness to discussions with any organization, including Saudi Arabia’s Public Investment Fund, to elevate the tour.
“We set out to find a transformational leader,” said John B. Veihmeyer, LPGA Board chairman. “Craig’s executive experience, golf industry relationships, and commitment to elevating women and girls through golf make him the right leader for this dynamic moment.”
Based in Dallas with his wife, Nicole, and three young sons, Kessler faces speculation about relocating the LPGA’s headquarters from Daytona Beach, though he called such discussions premature. Liz Moore, interim commissioner since January, will continue in the role until Kessler’s start date. With stars like Nelly Korda and Lydia Ko driving headlines, Kessler’s vision is clear: harness the LPGA’s talent and legacy to make women’s golf a global must-watch.
“This isn’t just about leading a sports organization,” Kessler said. “It’s about redefining what’s possible.”
