(Words by Emma Ballard- Women & Golf)
Editor Emma Ballard speaks to Ana Larraneta, Tour Director of the LET Access Series about how she went from playing professional golf to supporting the up and coming golf talent in Europe
Welcome to our 12-part series Inside the LET. Each month we’ll be hearing from someone within the Ladies European Tour, to gain a better insight into the tour, the large number of stakeholders and partners involved and what it really takes to run a global professional women’s golf tour.
Ana Larraneta’s connection to golf began early, inspired by her parents and a deep-rooted passion for the sport. After representing Spain for five years, she realised her dream of turning professional and spent 16 years competing on the Ladies European Tour (LET). Throughout her career, Ana witnessed the evolution of the tour firsthand, gaining valuable insight into the world of professional golf.
However, when her playing career ended in 2014, like many athletes facing retirement, Ana found herself uncertain about her next steps. After taking a year to reflect and briefly teaching junior golfers at her local club, she realised it wasn’t her long-term path.
Her career took a new direction when Alicia Garrido, from Deporte & Business, invited her to join the Santander Golf Tour as it launched in Spain. Without hesitation, Ana accepted, immersing herself in the world of event promotion and management.
By 2019, the LET Access Series came calling, seeking her expertise. Already involved in LET events, Ana saw the opportunity to contribute to the tour’s development and eagerly took on the role. Her transition from player to Tour Director of the LET Access Series marked a new chapter, where her experience on the course now shapes the future of women’s golf.
Ana, you joined the LET Access Series as Tour Director in 2019. Can you tell us about your initial involvement and how your role has evolved?
I first got involved in June 2019, though at the time, I was still working with a promoter, so I couldn’t dedicate myself fully to the LET Access Series. But by the end of that year, I made the decision to commit more, and then COVID hit, which made things crazy. Since then, though, the LET Access Series has grown so much, and I’m really proud of how far we’ve come in the last four years. It’s not just that the LET Access Series has grown on its own, but that both the LET and Access have grown together. Seeing strong players come through Access and move on to the LET has been really rewarding.
Could you describe your role as Tour Director for those unfamiliar with what that entails?
We’re a small team, so my role involves wearing many hats. I’m involved in everything from speaking to promoters and securing events to setting up agreements, ensuring the players have what they need, and helping run operations. I spend a lot of time on the golf course, setting up the course, working with referees, and meeting with greenkeepers. I also handle things like putting together schedules for upcoming seasons, which I love. There’s no typical day, but it all boils down to making sure things run smoothly and supporting my team and the players.
You’ve mentioned how much you travel. How do you manage to attend so many events?
I try to get to as many events as possible, but attending every single one is impossible. My colleague Klara focuses primarily on Sweden, so she handles those events. For most other tournaments, we’re on-site for a full week, making sure everything is in place.
Reflecting on the 2024 season, how do you think it went for LET Access Series?
It was a bit of a strange season. We started as usual in France at Terre Blanche, but then had a big gap before restarting in June. After that, it was non-stop until the end. It was challenging for both the players and us, with very few breaks. But we saw some great improvements this year, especially with player services – things like providing lunch and dinner and offering bigger prize funds. These improvements made a big difference, and the players appreciated it.
Speaking of player services, I heard that the addition of on-site physiotherapy at some events made a significant difference this year. What can you tell us about that?
Yes, the feedback on that has been fantastic. Having a physio on-site really helped players like Billie-Jo [Smith], who mentioned it was the difference between being able to compete or having to withdraw. These types of services are essential, especially in a packed season like this.
Let’s talk about prize funds. This year we saw some notable increases, especially at the Rose Ladies Open. How significant is that for the tour and the players?
It’s huge. One of our main goals is to grow prize funds for the players because, for many, the Access Series is a stepping stone. They’re not making big money yet, so we’re trying to reduce their costs as much as possible. When we announced the increased prize at the Rose Ladies Open, it was a big moment. It means a lot to have sponsors and businesses invested in the development of women’s golf, and it helps players immensely.
Have these changes had an impact on attracting more players to the tour?
Absolutely. Word of mouth among players is very powerful, and we’ve seen more interest as a result. Players talk about the experience, the prize funds, the great courses, and the services we offer, which attracts others. Plus, as the LET grows, so does Access. It’s become a place where good players want to come and compete.
Are there any standout stories from the 2024 season?
There are so many! But if I had to pick one, I’d say Helen Briem. She played five events and won four of them. That’s something we’ve never seen before on the Access Series, and it really stood out this year.
Could you tell us more about the relationship between the LET and the Access Series?
We work very closely with the LET, especially when it comes to regulations, membership, and exemption categories. We want the transition from Access to LET to be as seamless as possible for players, so we mirror a lot of what the LET does. We meet regularly to align on everything from operations to schedules, and the support from the LET is always there when we need it.
As you look ahead to the 2025 season, what excites you most?
I’m really excited about what’s to come. We’re looking at a similar schedule to this year, with some new additions. Hopefully, we’ll continue to grow prize funds and offer more events. We work closely with Federations, which means many events are packed into the summer, but that’s what makes the season so intense and exciting.
Looking at the current state of women’s professional golf, how do you feel about where it is now, and what does the future hold?
Women’s professional golf has grown tremendously since my time playing. The LET is in a place it’s never been before, with bigger prize funds and more tournaments. The interest from new countries and Federations is also encouraging. I think the future looks very bright. If things keep growing the way they are, there will be even more opportunities for players to make a living and compete at the highest level.
Lastly, you’ve spoken highly of your team. How important is that team dynamic?
I’m incredibly proud of my team. We complement each other so well, and I think the players feel that. We respect them, and we take our job seriously. We work hard to ensure they know they’re valued, and I believe that’s reflected in how the tour runs.
