NEW YORK and TORONTO (December 4, 2025) – The Professional Women’s Hockey League (PWHL) today announced Sandy Cross has been appointed to the newly created role of Vice President of People & Culture for the PWHL.
In her new role, Cross will be responsible for leading the PWHL's holistic people and culture strategy in support of the league's commitment to championing equity and excellence in professional women's hockey. Leveraging the PWHL's single-entity ownership structure, Cross will develop best-in-class strategies that impact both athletes and staff on and off the ice. Her work will span hockey operations and business operations, fostering a unified culture of excellence for the rapidly growing league and its eight teams.
Cross brings more than 30 years of sports industry experience to the PWHL, including nearly three decades with the PGA of America, where she held leadership roles across the organization. Her tenure culminated in seven years as Chief People Officer, during which she guided the PGA through a headquarters relocation and the pandemic; strengthened talent attraction and retention across all demographics; implemented an engagement framework that improved organizational performance; and built a workplace culture recognized as best-in-class by industry peers.
Before joining the PGA’s C-suite, Cross served as Senior Director of Inclusion & Diversity and Director of Women’s and New Market Initiatives at the PGA, leading programs that developed diverse talent, expanded inclusive education, and deepened engagement among women and historically underrepresented golfer demographics.
"Sandy has a proven track record of opening doors in the sports industry to wider and traditionally underrepresented groups, bringing a commitment to inclusion and access that aligns strongly with the PWHL’s mission," said Jen Flynn, Senior Vice President of Business Affairs & General Counsel, PWHL. "As our league quickly expands, Sandy’s people and culture expertise, combined with her vast cross-functional sports background, will enable us to prioritize our employee culture while we continue growing the footprint of women’s hockey globally."
"What the PWHL has accomplished in such a short time is extraordinary, and I'm honored to join this mission-driven team at such a pivotal moment," said Cross. "I'm energized by the opportunity to partner with such talented leaders across the league's hockey and business operations to build best-in-class people operations and foster a culture that supports our players and staff. The people I've met are deeply committed to championing equity and excellence in women's hockey, and I'm grateful to work alongside them as we continue this important work."
As Chief People Officer at the PGA, Cross was recognized by D Magazine Dallas as one of the region’s most influential leaders (2024, 2022) while the PGA of America received the magazine’s CEO Equity Leadership Award (2024).
Cross began her career with the NBA’s Cleveland Cavaliers in-venue licensed merchandising department and went on to lead corporate membership sales and marketing for the United States Water Fitness Association.
The Buffalo, NY native played Division-I volleyball at the University of Buffalo while completing her bachelor’s degree in legal and went on to receive her master’s degree in sports administration from Kent State University.
CAA, led by Dany Berghoff, supported the league’s search and facilitated the recruitment process.