How Pickleball and Padel Could Cause Participation Surge for Squash with PSA CEO, Alex Gough

Today’s episode, I’m joined by Alex Gough, CEO of the Professional Squash Association.
With a career spanning 15 years on the professional circuit, Alex climbed the ranks to reach number 5 in the world. Along the way, he also secured 10 World Tour titles and a Bronze Medal at the 1998 Commonwealth Games in Kuala Lumpur.
His contributions to squash extend far beyond the court, however. His dedication to the sport led him to join the PSA as a Board Director in 2002, while still an active player. Following his retirement, he has transitioned seamlessly into leadership roles, first as Chief Operating Officer in 2008, and then taking the helm as CEO in 2009.
In our conversation today, we delve into Alex's role at the forefront of the PSA, the global governing body responsible for the administration of professional squash worldwide. He’s got a lot on his plate. With over 1,000 registered players and 600 events annually, the PSA World Tour, the PSA Challenger Tour, and the WSF & PSA Satellite Tour, the PSA aspire to showcase squash at its pinnacle. And they do so in some breathtaking locations around the globe.
Time Stamps
2:00 - Alex’s Journey into his current role as CEO of the PSA
3:30 - Transitioning from Player to a Governance/ Executive Role in Sport
6:30 - Overview of the Current Squash Calendar
12:00 - Communication with Current Players and Understanding their Needs
13:30 - Discussion on Managing both Men's and Women's Tours
15:00 - Implementing Equal Prize Money
19:00 - Insights into Commercial Deals, including Sponsors like JP Morgan
21:00 - Egypt's Dominance in Producing Top-Quality Squash Players
23:00 - Exploration of Outdoor Events and their Appeal
27:00 - Utilising Social Media to Attract New Audiences
31:00 - The Popularity of Pickleball and Padel, and the Opportunities for Squash
38:00 - Implications of squash being included in the Olympics
41:00 - Future aspirations and ambitions for the PSA leading up to LA 2028
Additional Links
Professional Squash Association celebrates 50th anniversary
Cricket, squash among six sports added to 2028 L.A. Olympics
Video: Playing Squash at the Olympics
Connect with Alex on LinkedIn - Here
Connect with Andy on LinkedIn - Here