When Suzann Pettersen holed the winning putt at the 2019 Solheim Cup at Gleneagles, few could have imagined she was beginning a new chapter that would prove just as transformative for women’s sports as her legendary playing career. Today, the two-time Major champion and LPGA Tour legend is making waves again—this time from the management side—with the launch of VOXA, an athlete-first talent management group that’s reshaping how we think about representing women in sports.
A Career Built on Empowerment
Pettersen’s path to founding VOXA was paved with decades of experience competing at the highest level. Her resume speaks for itself: two Major championships, 15 LPGA Tour victories, and a decorated Solheim Cup legacy that spans generations. But it wasn’t just the wins that defined her career—it was her philosophy. Even as a competitor, Pettersen understood that success at the highest level requires more than raw talent. It demands the right support network, mentorship, and belief from those around you.
After retiring from professional golf in 2019, Pettersen could have simply enjoyed the fruits of her labor. Instead, she channeled her competitive spirit into something bigger: giving back to the sport and empowering the next generation of female athletes.
The Birth of VOXA
In February 2025, Pettersen unveiled VOXA—a name derived from the Latin word for “voice.” The choice was deliberate. VOXA’s core mission reflects a fundamental belief: every athlete deserves to have their unique story heard, celebrated, and carried forward to create a lasting legacy.
But here’s where VOXA differs from traditional talent agencies. This isn’t about extracting value from athletes or managing them like commodities. It’s about empowerment. Pettersen emphasizes that VOXA focuses on the individual—their goals, their voice, and their vision. The agency supports athletes not just on the course, track, or pitch, but in their dreams for the future.
“Throughout my career, I’ve always asked myself how I could make an even bigger impact,” Pettersen explains. “Competing at the highest level takes not just talent but the right support network. That’s why VOXA exists—because every athlete deserves a trusted team that values their journey and lifts them up to achieve the impossible.”
A Roster of Champions
To launch VOXA, Pettersen assembled an elite group of five world-class golfers, each ranked No. 1 in their respective countries:
- Ruoning Yin (China) – A former World No. 1 and current World No. 3 who won the KPMG Women’s PGA Championship in 2023 at just 22 years old
- Carlota Ciganda (Spain) – A Solheim Cup legend with 11 professional wins and a fierce reputation on the Ladies European Tour
- Gaby Lopez (Mexico) – A three-time LPGA champion and veteran of three Olympic Games
- Ashley Lau (Malaysia) – A national champion bringing diverse talent to the roster
What’s particularly striking about this roster is that many of these athletes either competed under Pettersen’s leadership at the Solheim Cup or admire her legacy. Ruoning Yin summed it up perfectly: “Joining VOXA feels like becoming part of a family that cares about me as an individual. She’s a legend I grew up idolising, and to now have her in my corner feels like a dream come true.”
The Solheim Cup Connection
There’s a reason Pettersen’s Solheim Cup experience looms so large in the VOXA philosophy. As captain of the European team in both 2023 and 2024, she mastered the art of building a cohesive unit where every individual felt valued and empowered. She learned how to facilitate peak performance from athletes with different styles, backgrounds, and needs. She discovered firsthand that when athletes feel truly supported and heard, they perform at their best.
VOXA applies these lessons directly. Rather than imposing a one-size-fits-all management approach, Pettersen and her team work to understand each athlete’s unique goals and aspirations. This personalized approach creates the “close connection and team atmosphere” that Pettersen values—much like the Solheim Cup experience.
VOXA’s Partnership with 54
VOXA isn’t operating in isolation. The agency partners with 54, a leading sports and entertainment company renowned for its innovative approach to athlete management and commercial strategy. This partnership ensures that while Pettersen brings performance expertise and athlete mentorship, VOXA athletes benefit from world-class operational and commercial support. It’s a complementary combination that addresses both the creative vision and the practical necessities of modern sports management.
Looking Forward: Beyond Golf
While VOXA launches with a golf-focused roster, Pettersen is clear that the agency isn’t limiting itself to a single sport. “Starting with the industry you know best is quite natural,” she says, “but I would not sit here and say we’ll never move into other sports.”
This openness suggests that VOXA’s vision extends far beyond golf—potentially into other sports where female athletes deserve the same level of support, empowerment, and storytelling that VOXA champions.
The Bigger Picture
What makes VOXA truly revolutionary isn’t just its roster of elite athletes. It’s the philosophical shift it represents. For too long, talent management in women’s sports has operated from a scarcity mindset—what can we extract? VOXA asks a different question: how can we elevate? How can we ensure that female athletes have not just contracts and sponsorships, but a genuine support system that invests in their long-term success, both on and off the field?
In an era where women’s sports are experiencing unprecedented growth and visibility, VOXA arrives at exactly the right moment. Pettersen is determined to build something extraordinary, and based on the early response from athletes and the industry alike, she just might succeed.