LPGA’s New Era: Craig Kessler’s Vision for the Future

NORTON, Massachusetts – In a pivotal moment for the LPGA, the newly appointed commissioner, Craig Kessler, held an enlightening player meeting at Gillette Stadium during the FM Championship. Star golfer Nelly Korda expressed her enthusiasm, stating, "Honestly, amazing." Kessler, who officially started on July 15, is already receiving positive feedback from players across the board.

The initial meeting set a promising tone, with Korda remarking on Kessler’s impressive demeanor. "For the first time in a really long time, I felt the meeting was very calm, and everyone paid attention." This kind of engagement demonstrates that Kessler brings both energy and direction to the tour, qualities that players believe are essential as they look toward the future.

Under Kessler’s leadership, it’s clear that some challenges need to be addressed, with questions raised about the tour’s fan-facing app. Instead of dodging the inquiry, Kessler openly acknowledged the concern but made it clear that it wasn’t high on the priority list. "I hear you, but it’s not making the top 15 on the priority list," he stated. This level of transparency is something that Angel Yin applauded, emphasizing, "Telling us no is better than telling us yes but not doing it."

Challenges Ahead for Kessler and the LPGA

Kessler, at 40 years old, acknowledged to the players that he has never been part of an organization facing such numerous challenges. His candor elicited laughter, signifying a shared understanding among the players regarding the work that lies ahead. The optimism surrounding his leadership style has drawn comparisons to former commissioner Mike Whan, who once encouraged players to compete without prize money.

Lindy Duncan, another LPGA player, captured the optimism succinctly: “I think everyone is really hopeful.” This sentiment reflects the players’ expectations that Kessler’s business acumen combined with his charismatic leadership can steer the LPGA toward improved visibility and success.

When asked about his top focus areas, Kessler replied, “Trust is No. 1, 2, 3, and 4.” Building trust is not just about player relations, he mentioned, but extends to everyone involved with the LPGA, from broadcast partners to the 215 employees on staff. “Showing the team an enormous amount of love and building a sense of safety is what I am focused on right now.”

Elevating Visibility and Broadcast Opportunities

Enhancing visibility is a significant priority for Kessler, and he is dedicating substantial time to this area. However, he acknowledges that the LPGA’s existing domestic TV contract, which extends until 2030, presents challenges. Recently, the tour started working with Sports Media Advisors to devise a comprehensive strategy to enhance their media coverage both domestically and internationally.

Kessler pointed out that creating a compelling product is essential to gain favorable broadcast opportunities in the future. “Quality and predictability are key challenges,” he explained. “We need to create a product so compelling that when a choice has to be made between us and another league, it’s made in our favor.”

In another engagement with sponsors, Kessler reiterated his four pillars: trust, visibility, fan engagement, and building a solid financial foundation. Shawn Quill, a National Sports Industry Leader at KPMG, emphasized that elevating visibility must be a critical objective for the LPGA. “Star building and brand development for your most significant and popular athletes—that’s what the LPGA needs at this time.”

The Importance of Marketable Athletes

In Kessler’s perspective, a successful marketing strategy requires a Venn diagram approach to athlete promotion. In one circle are top performers; in the other are the tour’s most marketable athletes. He emphasized the need to find the intersection, where players are both skilled and marketable, stating, "Winning alone is not enough. Being interesting alone is not enough. You have to be both."

Kessler drew comparisons to the ways in which sports documentaries like "Drive to Survive" and "Full Swing" have brought attention to Formula 1 and the PGA Tour. He acknowledged that the LPGA must explore similar avenues to showcase its players beyond just their scores on the course.

Despite the undeniable talent within the LPGA, including Korda’s seven victories last season and Lydia Ko’s Hall of Fame induction, the challenge remains to elevate these athletes into household names. The presence of 24 different winners in 2025 has not favored star-building efforts, as Kessler is acutely aware of.

Building Trust and Engaging Players

Kessler’s approach to gaining player buy-in is grounded in relationship-building and transparency. He understands that last-minute requests for player appearances outside of the tournament environment are not conducive to success. Instead, he aims to provide a detailed schedule of expected time commitments in advance, which would allow players to plan their commitments better.

His strategy involves investing time in relationships, whether through casual coffee chats, engaging with players’ families, or even just being present at events. “Transparency is incredibly important,” Kessler stated, noting that he has introduced a level of openness that players have expressed a deep desire for.

In his first six weeks, he has attended five events and is actively involved in discussions with players. The initial feedback has been overwhelmingly positive, with many players appreciating the honest dialogue about their future.

A Forward-Thinking Schedule

As Kessler approaches the unveiling of the next year’s schedule, players are poised for a better-organized routing compared to previous years. "We’re not ping-ponging our players across the country and the world as much as we have in the past," he noted, emphasizing the importance of a rational schedule.

The revamped Fortinet Founders Cup, featuring a $3 million purse, highlights Kessler’s proactive approach to establishing new events and ensuring robust prize offerings. Moreover, he has laid foundations for new tournaments in Asia and other exciting prospects in the next LPGA season.

However, Kessler also expressed that the current schedule is "not great" due to back-to-back summer majors, which can be taxing for players. He remains committed to addressing these scheduling issues progressively, keeping in mind the long-term goal of a more balanced tour layout that benefits both players and fans.

Honoring Legacy while Building for the Future

To wrap up his inaugural player meeting, Kessler invited LPGA Hall of Famer Pat Bradley to inspire the room, a gesture that resonated deeply with players. Her words underscored the importance of making personal connections, a stark reminder to younger players who often rely on technology at events.

"Earning recognition and building relationships is crucial," Bradley advised, encapsulating a message that Kessler seems intent on embedding into the LPGA’s culture. Her passion for the game and its heritage reminded the players to honor the contributions of earlier generations, who paved the way.

The wisdom shared by Bradley serves as a building block for the LPGA’s future under Kessler’s leadership. The emphasis on personality and engagement needs to be a cornerstone of the tour’s vision going forward, ensuring that emerging stars are developed and recognized.

Commitment to Continuous Improvement

Kessler’s dedication to turning around the LPGA resonates with encouragement from its players. “It doesn’t just come like this,” Korda remarked, implying that while the process requires patience, the results are ultimately worth the wait.

The roadmap Kessler has laid out is not without challenges, but the shared optimism within the tour signifies a collective commitment to progress. Recent feedback indicates that Kessler’s openness has fostered a newfound trust among players, strengthening their resolve to work together toward a common goal.

As the LPGA navigates this transformative time, Kessler’s focus on relationships, strategic initiatives, and improved visibility will be critical. In succeeding, not only will he build a stronger brand for the LPGA, but also engrain a culture that respects its past while embracing the future.

With Kessler steering this dynamic ship, the LPGA is well-positioned to foster both a sustainable legacy and a thrilling new era in women’s golf.

This comprehensive overview aims to reflect Kessler’s vision and dedication to the LPGA, while emphasizing the critical areas of improvement highlighted by players. By combining trust-building, transparency, and strategic initiatives, the LPGA can pave the way for a successful and enduring future.