Suzann Pettersen, one of the most influential figures in women’s golf, is making waves once again—this time, off the course. The Solheim Cup captain has officially launched Vox, a groundbreaking agency dedicated to empowering female athletes.
The move marks a bold new chapter for the 43-year-old Norwegian, who has long been a driving force in the development of women’s golf. Now, alongside five other leading golfers, she’s taking on an even greater challenge: reshaping the landscape for female athletes and ensuring their voices are heard like never before.
A Vision for Change: ‘Every Voice Must Be Heard’
Pettersen’s competitive fire and leadership skills have always set her apart, and she’s bringing that same passion to her latest venture. With Vox, she aims to disrupt the traditional sports agency model, emphasizing collective influence over individual representation.
“I’ve taken a lot of the experience from the Solheim, helping facilitate for the players to really perform their best—whatever that may be, because everyone’s different,” Pettersen explained, as quoted by City AM.
“But I think it’s very important that every voice is heard. Voxa comes from Vox, the Latin word for voice. So it’s about storytelling as well. And I think this is a great time to come into women’s sports and kind of disrupt the world a little bit—shake it, stir it.”
This fresh, collaborative approach signals a shift in how female athletes are represented and marketed in the sports industry. Pettersen envisions a platform where women in sports have full control over their narratives, ensuring they receive the visibility and opportunities they deserve.
A Lifelong Vision Finally Realized
For Pettersen, this is more than just another business venture—it’s a lifelong mission coming to fruition. Though her playing career has made her a legend, she recognizes that her greatest impact on golf may now come from outside the ropes.
“It’s always been a dream of mine, doing something like this to impact the game even more than just from a playing perspective,” she said.
“This is a world that I’ve been living and breathing throughout my career. I have a fair share of experience, good and bad, and I always had this vision of how things could be done differently.”
With Vox, she’s putting that vision into action—creating a space where female athletes aren’t just represented, but truly empowered.
A Game-Changer for Women’s Sports?
Pettersen’s track record as a competitor and leader suggests that Vox won’t just be another agency—it will be a force for change. By assembling a team of equally influential athletes, she is setting the stage for a new era of female athlete representation.
As women’s sports continue to grow in visibility and marketability, the timing couldn’t be better. With Pettersen at the helm, Vox has the potential to redefine what it means to be a female athlete in the modern sports industry.
One thing is certain: women’s sports just gained a powerful new advocate—and the industry better be ready for the shake-up.
