Eva-Lotta Strömlid’s dual roles as Commercial Manager for the Ladies European Tour (LET) and Project Director for the PING Junior Solheim Cup place her at the heart of women’s golf. Over two decades, Eva-Lotta has managed across all levels, leaving an indelible mark on the game. Her career highlights the interconnected nature of women’s golf, the challenges it has faced, and the bright future she envisions for the sport.
Golf beginnings: A passion for the game
Born into a golfing family, Eva-Lotta’s foundation in the game was built early. Growing up in Sweden, she honed her skills at the same golf club as Robert Karlsson, a future Ryder Cup player, and drew inspiration from the successes of Lotta Neumann, who famously won the U.S. Women’s Open in 1988.
From the outset, golf wasn’t merely a hobby. With natural talent and a strong work ethic, she quickly rose through the ranks, representing Sweden on the national team before earning a scholarship to play college golf at Oklahoma State University. There, she embraced the competitive world of U.S. collegiate golf, learning valuable lessons about teamwork, resilience, and international competition.
After college, Eva-Lotta turned pro and joined the LET, competing professionally for three seasons. However, the tour at that time was in a challenging state, with limited tournaments and opportunities. “When I played, the LET only had 12 or 13 events, and my category didn’t allow me to play regularly,” she reflects. This instability, coupled with a shoulder injury and the mental toll of uncertainty, led her to step away from professional golf earlier than planned.
Transitioning to leadership
Eva-Lotta’s transition from player to leader was serendipitous. Just weeks after deciding to end her playing career, she learned of a job opening with the LET for the 2003 Solheim Cup, hosted in Sweden. She joined the organisation, tasked with event administration work and supporting tournament partnerships, including the newly established PING Junior Solheim Cup.
“That opportunity shaped my career,” she recalls. “I wasn’t just organising an event; I was beginning to understand the dynamics of the golf industry – how players, promoters, partners and the tour all need to work together for success.”
Her role with the PING Junior Solheim Cup evolved over time. Eva-Lotta has become a cornerstone of the event, fostering connections with junior players, their families, coaches and national federations. This initiative, now a key component of the LET development pathway, provides young golfers with an invaluable introduction to high-level competition and inspires them to pursue careers in golf.
PING Junior Solheim Cup: A labour of love
Eva-Lotta’s dedication to the PING Junior Solheim Cup has spanned two decades. Starting in 2003, she has overseen every detail of the event, from budget, staging, and on-site logistics to player selection, qualifying systems and guest services. “I’ve seen these players at 16 or 17 years old and watched many of them come back to the LET after college,” she says.
Her personal investment in the event goes beyond logistics. “It’s about building trust and loyalty at an early stage,” she explains. “Connecting with players, their coaches, and families early creates a foundation that supports them as they transition to the professional game.”
The event’s success isn’t measured in wins and losses, but in the impact it has on participants. “The result is secondary. It’s about creating a memorable experience and a platform for growth,” she notes.
Eva-Lotta’s enthusiasm for the PING Junior Solheim Cup remains undiminished. “If I could do this event every week, I would,” she laughs. With preparations for the 2026 event in the Netherlands already underway, her commitment to nurturing the next generation of golfers continues.
Commercial leadership at the LET
In addition to her work with the PING Junior Solheim Cup, Eva-Lotta serves as Commercial Manager for the LET. This role involves managing partnerships with major sponsors such as Rolex, Dow, Finseta, John Deere, Nikon, and Eleiko, and ensuring these collaborations deliver value for all stakeholders.
“Building long-term relationships with partners is crucial,” she explains. “It’s about aligning their objectives with the tour’s goals and creating activations that benefit everyone – from the players and partners to the fans.”
Eva-Lotta’s day-to-day work is a mix of strategic planning, contract negotiations, and coordinating cross-departmental projects to implement the activations. She describes the challenge of balancing multiple responsibilities: “With seven partners, each with unique objectives, it’s a constant effort to ensure everyone is aligned. But it’s incredibly rewarding to see the results.”
Her work has helped elevate the LET, which has experienced significant growth in recent years. “The partner family has expanded, and with that support, we’ve been able to offer more player services and grow the number of tournaments. It’s an exciting time for women’s golf.”
Challenges and triumphs in women’s golf
Eva-Lotta has witnessed firsthand the transformation of the LET. “When I started, the tour was struggling with limited events and resources,” she recalls. “Now we have over 30 events in five different continents, innovative formats like the Aramco Team Series, and stronger media coverage than ever before.”
This growth is particularly evident in the increased visibility of women’s golf. Televised events and digital campaigns have brought the sport to a wider audience, helping attract new fans and sponsors. Eva-Lotta attributes much of this progress to collaborative efforts across the industry.
“It’s not just about the LET. It’s about working with federations, promoters, and other stakeholders to create a sustainable future for women’s golf,” she says.
Reflecting on this year’s highlights, she speaks with enthusiasm about young stars like Helen Briem, a two-time PING Junior Solheim Cup winner with four LET Access Series titles and one LET victory to her name this season. Eva-Lotta describes Helen as “the most incredible golfer I have ever met. And of course, me being 180 centimetres tall, I love being next to her, because it’s the only time I feel short! She’s just super nice to be around.”
Another standout performer is Chiara Tamburlini, who has swept accolades this year on the LET, including the Order of Merit and Rookie of the Year honours. Eva-Lotta credits both their successes to the strong foundation of junior golf across Europe and beyond, where she sees a deep well of talent, ambition, and support.
The future of women’s golf
Looking ahead, Eva-Lotta is optimistic about the future of women’s golf. She sees opportunities to build on the momentum created by recent successes, particularly in areas like sustainability, development pathway and player services.
“As we grow, we need to ensure we’re creating a sport that reflects modern values,” she says. Initiatives like Sustainable Golf Week by the GEO Foundation, which the LET has supported, highlight the tour’s commitment to addressing climate change, promoting social responsibility and sharing great sustainable initiatives by our promoters.
Eva-Lotta also emphasises the importance of developing the next generation of players. “Programs like the PING Junior Solheim Cup are crucial for ensuring a strong pipeline of talent,” she notes. “We also need to continue investing in the LET Access Series (LETAS) as well as enhanced player services within the LET Performance Institute.”
A personal legacy
For Eva-Lotta, her work is more than just a career – it’s a deeply personal mission. Her 16-year-old daughter Gilda has grown up alongside her mother’s career, often offering advice on activations and player engagement. “Having her perspective keeps me grounded,” Eva-Lotta says.
As a mother and a leader in women’s golf, Eva-Lotta is passionate about inspiring the next generation. “Whether it’s my daughter or the young players I meet through the PING Junior Solheim Cup, I want to show them that there’s a place for them in this sport – whether as a player, a coach, or a leader.”
