Softball Australia has announced today that Sarah Loh has been appointed as the new Chief Executive Officer, commencing her role on Monday, August 28.

Sarah Loh comes to Softball Australia with a wealth of senior management experience in the sports industry including two State Sporting Organisations, from board and government appointments through to council, university, and consulting roles.

In recent years, Sarah was the Chief Executive Officer for the South Metro Junior Football League (SMJFL) - the largest independent junior sporting organisation in Australia. At SMJFL, Sarah delivered the league's first corporate partnership program, pioneered the SMJFL Community Fund to reduce participation costs for members and was integral in seeking Government support and funding to upgrade facilities in the region. She also developed an industry leading pathway program from grassroots through to the elite talent for the AFL that has seen some of the top ranked male and female players drafted every year.

Sarah also serves as a Board Member for AFL Masters, has been an industry consultant, and served as the Executive Manager of the Future Healthy Group for VicHealth.

Chair of Softball Australia Richard Lindell expressed the board's approval with the process of the extensive search, with the Australian Institute of Sport working in with the Softball Australia Board to deliver a suite of high quality candidates.

“It’s a credit to our sport that we’ve attracted a CEO of Sarah’s capability and track record. Sarah has a deep understanding of the drivers of growth in sport – from grassroots to high performance environments. The board of Softball Australia is excited to have Sarah with us to accelerate our growth in participation, build on our success at the elite level, as well as develop new commercial revenue streams.”

Sarah Loh, Softball Australia's new CEO, added: "I’m excited to be joining Softball Australia at a time where the organisation has recently launched its new 5-year strategic plan and work with the Board, staff, Member State and Territories to grow grassroots participation as well as support our elite talent pathway to continuous success. I look forward to meeting all our stakeholders and members across the country in the coming months".

As announced in June 2023, current CEO Rosie Williams OBE has accepted a position at British Eventing and will depart Softball Australia in early September.

Sarah’s experience in sport and industry can be viewed here.