As Olympic ‘new sport’ observers in Paris, squash officials are keenly aware that the sport’s modern glass court would have been a perfect fit for a prominent location in the French capital. In addition to showcasing prime events at iconic locations such as the pyramids in Cairo, Grand Central Terminal in New York, and harbourside in Hong Kong, the Professional Squash Association (PSA) has broadened its event portfolio over the past decade. 

It now includes striking indoor and outdoor tournaments in vibrant urban settings like Nantes, France, and atmospheric venues such as Birmingham’s Rep and London's Alexandra Palace. The PSA, marking its 50th anniversary, has seen significant success with these expansions. “We have the history and haven’t lost the heritage, but we have tried to take it to the people,” says Alex Gough, a former tour player who has served as the PSA’s CEO since 2009.

When Alex Gough began, the organisation had just four staff members at its Leeds headquarters. Today, with the launch of SquashTV, Gough manages around 65 employees, and turnover has risen by 25% annually for the past 15 years. “In terms of any business it feels like being reasonably successful,” Gough notes.

He adds, “Having come from a purely membership organisation, since Covid and launching a commercial arm, we could bring in investment, and that’s what has accelerated the most.” In May, the PSA secured a significant deal with Mark Walter, the Chicago philanthropist and sports investor. Co-owner of Chelsea FC and the LA Dodgers, Walter has supported the last three World Squash Championships in Chicago, which now feature €1.2 million prize funds.

In addition to Walter’s multi-million dollar annual investment, sports marketing agency Infront Sports has acquired a minority stake in Squash Media & Marketing (SMM), a newly established company designed to manage and monetise the PSA’s commercial rights. This new funding is expected to double the prize money over the next five seasons, and the PSA has recently announced a record €11 million in prize funds for the 2023/24 season.

Gough notes, “The mindset has changed; squash is no longer seen as a ‘hard luck story.’ Now, we face the challenge of making the most of this opportunity and promoting squash effectively over the next four years.” The PSA is also working on an “all-singing, all-dancing upgrade” to its world tour court, collaborating with a German engineering firm for a fresh perspective. “We wanted a new approach without the distractions of past designs,” Gough says. “We need a completely different court for when we arrive in LA.”