The LPGA tour “is not American enough.” This is what LPGA’s new commissioner, Craig Kessler, has heard multiple times. With American stars, like Nelly Korda, losing their dominance on the racks, many critics have argued that the tour’s biggest problem is that it has become too global. According to their perspective, the American fans would feel less connected if their native golfers aren’t consistently topping the leaderboards. In response, Kessler has decided to challenge the narrative, turning heads around.

Former World No. 1 Nelly Korda has lost her title to the Thai golfer Jeeno Thitikul. But LPGA commissioner Craig Kessler is showing no signs of concern, despite the critics showering their takes on the matters. He believes that global reach is a strength and not something to fight against. The commissioner wants to double down on the international side of the tour, embracing global talent instead of retreating. “I say, ‘Well, hold on.’ If you look at most sports leagues in the United States today, they have one primary objective, and that is to figure out how to expand their fan base globally. That’s a massive asset. And so the question for us is, how do we lean into that?” Kessler said at SBJ’s 2025 Game Changers Conference.

This sentiment holds space for diversity and international expansion, instead of commercialising a sport. Kessler refuses to follow the story of American dominance, instead welcoming stories of other top talents regardless of language, ethnicity, or nationality. Kessler brings forward his argument for major circuits like the NBA or the NFL, noting their focus on expanding the reach of the sport.

With his statement, Kessler not only criticized the short-sightedness of the critics but also set an example for other commissioners of the sport, growing the sport while embracing cultural diversity. Kessler discussed his plans for the LPGA in a session hosted by Angela Stanford. Being the captain for the US Solheim Cup team, which will compete in the Netherlands next year, Stanford brings just the right balance of connection with America and global perspective to judge the tour’s stance on international expansion.

Discussing his plans with Stanford, Kessler revealed that the tour is approaching the matter through a Venn diagram. The LPGA commissioner explained, “In one circle, you’ve got the best players based on performance. In a second circle, you have the most marketable players. And then the third circle at the bottom is those who are willing to lean in and do their part to create entertaining stories. The handful of athletes that are at the center of those three circles are the ones we are going to work ruthlessly with to create superstars out of.”

Kessler shared that he is looking for talented golfers with potential marketability and the ability to create buzz with entertaining stories. While the tour would serve as a platform for all its golfers, these players would receive “ruthless” support from the league. These sets of golfers could be different for different countries. However, regardless of where a golfer comes from, they would get an equal opportunity in the circuit.

Kessler’s approach signals a shift in the LPGA’s mindset. Kessler reinforced that success isn’t measured solely by American dominance. Rather, by the ability to celebrate global talent, build compelling stories, and grow the game worldwide.

Craig Kessler is here to shift the game

The commissioner stepped into the role with a clear vision to reform the women’s circuit. With past experiences as the COO of the PGA of America and TopGolf, Kessler has worked with major organisations. He understands what the tour needs to step into a new era of growth and inclusivity.

The 40-year-old has outlined four strategic pillars. That includes building trust for which the commissioner secured a multi-year deal, establishing the Founders Cup’s permanent home in Menlo Park, signalling stability. Focusing on increasing player visibility, the tour has turned to emphasize the significance of compelling storytelling. Moreover, the LPGA launched a fan research initiative funded by a seven-figure donor gift, aiming to align the tour’s strategies with fan expectations. In addition to the core values of the league, Kessler’s leadership focuses on building a sustainable financial future for the LPGA, ensuring its growth for the next 75 years.

Craig Kessler’s leadership represents a clear shift in the LPGA’s direction. Unlike past commissioners like Carolyn Bivens, who struggled with controversial policies like English-speaking mandates, Kessler prioritizes trust and long-term planning. He also champions innovative partnerships, drawing inspiration from the WNBA/NBA model to feature LPGA athletes alongside PGA stars in media initiatives.

Kessler’s approach has garnered praise from the women players on the circuit. Megan Khang praised the commissioner for earning the “trust of the players” and setting a clear direction. She remarked, “There are so many hidden Caitlin Clarks that the fans don’t know about.” This comment brings out the sentiment of Kessler’s leadership, who aims to provide a platform for growth for golfers regardless of their nationality or ethnicity. With Kessler’s loud retaliation against the critics, the LPGA is set for a revolution no one might be ready for.