Fri Apr 11 17:50:00 UTC 2025: ## X Games Overhauls Executive Team, Announces Expansion Plans
**ASPEN, CO** – X Games is undergoing a significant restructuring under new CEO Jeremy Bloom, announcing a series of key executive hires and ambitious expansion plans. The organization has added Cherie Cohen as Global Chief Revenue Officer and Keith Senglaub as Global Chief Financial Officer. Cohen joins from the World Surf League, while Senglaub brings 35 years of corporate finance experience. These appointments follow the recent hiring of Annie Lokesh to head the newly formed X Games League, launching in 2026. Timothy Messner, formerly of DISH Network, has also been named Chief Legal Officer.
Bloom stated that these hires are part of a strategy to build a “world-class team” to lead X Games into a new era, emphasizing global growth and reimagining action sports for athletes and fans. The X Games League, under Lokesh’s leadership, aims to redefine the future of action sports through innovative competitive structures and business models.
The expansion plans include three new events this summer in Osaka, Japan; Sacramento, California; and Park City, Utah – the latter marking a first for the franchise. Bloom also intends to significantly expand the winter X Games, potentially holding up to four events per season. The locations for next winter’s events have yet to be announced. The current primary winter location, Aspen’s Buttermilk Ski Area, has hosted Winter X Games since 2002.
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