X Games continues to add to executive team as it builds toward new future

New X Games CEO Jeremy Bloom continues to expand the franchise’s executive team with the announcement of two new additions on Wednesday.

Coming on board as Global Chief Revenue Officer is Cherie Cohen, who most recently held the same title with the World Surf League. Joining X Games as the new Global Chief Financial Officer is 35-year corporate finance veteran Keith Senglaub.

“We’re building a world-class team to lead X Games into its next era,” Bloom said in a news release. “Cherie brings unmatched energy and creativity to drive global revenue growth, and Keith’s financial leadership will be critical as we scale the X Games League globally. Their experience aligns with our mission to reimagine action sports for athletes and fans worldwide.”

Those two join Annie Lokesh, the former WNBA Business Transformation Director, who was recently brought on board to be the head of X Games League, a new endeavor the franchise is launching in 2026. She will oversee league operations, growth initiatives, growth strategy, and the competitive structure of the league.

“Annie’s experience leading large-scale transformations in professional sports makes her the perfect choice to helm the X Games League,” Bloom said. “She has a proven track record of building sustainable business models, elevating athlete platforms, and expanding global reach. With her leadership, we’re not just launching a league — we’re redefining the future of action sports.”

X Games also recently hired Timothy Messner to become its Chief Legal Officer, where he will oversee legal affairs. Most recently, he spent two decades with DISH Network, where he led a team of nearly 100 attorneys as executive vice president, general counsel, and corporate secretary.

“We are thrilled to welcome Tim to X Games at such a transformational time,” Bloom said. “His legal acumen, strategic mindset, and experience navigating complex deals in the media and technology space make him the perfect fit as we scale our global presence and prepare for the 2026 launch of X Games League. His leadership will be pivotal in shaping the legal and governance framework that fuels our future.”

Under relatively new ownership and with Bloom now calling the shots, fans should expect even more changes out of X Games in the coming months and years. It begins this summer with three fresh events, including a first-ever stop in Park City, Utah, from June 27-29. There will also be contests in Osaka, Japan, (June 19-22) and Sacramento (Aug. 22-24).

Bloom has expressed his desire to make the winter contests a multi-stop affair, as well, with as many as four events in a single winter. The locations of the winter contests for next season have not yet been announced. Aspen’s Buttermilk Ski Area has served as the primary home for Winter X Games since 2002.