StarVie chooses Alejandro Fernández-Cid to lead its transformation

  • May 14, 2025

StarVie, a leading Spanish brand in the world of padel and racket sports, has announced the appointment of Alejandro Fernández-Cid as its new CEO. With his arrival, the company reinforces its commitment to technology, sustainable growth, and international expansion.

For nearly 25 years, StarVie has been a driving force in padel innovation, combining craftsmanship, cutting-edge design, and applied engineering — all made in Spain. Its dedication to high performance has redefined the player experience on and off the court. That legacy now moves into the future with a renewed vision, backed by Fernández-Cid’s leadership and expertise.

Strategic transformation: the leadership vision at StarVie

Alejandro Fernández-Cid brings extensive experience in leading change across complex and highly competitive industries. His profile blends strategic vision, digital mindset, and strong results orientation, making him the ideal leader to spearhead this new phase of strategic expansion and repositioning.

Since 2021, he has served as CEO of Enext, a consulting firm specializing in innovation and strategy. Previously, he held senior leadership roles at PDM and SegurCaixa Adeslas, where he led business growth and commercial modernization initiatives across business units generating more than €125 million in revenue. He also held international roles at companies such as Gilead Sciences, Eli Lilly, and the start-up Qpass, gaining broad experience in business expansion and global team leadership.

Fernández-Cid brings a modern and purpose-driven leadership style, focused on constant evolution, a passion for change, and the ability to turn market challenges into real growth opportunities.

A new project with global and technological vision

This new leadership comes at a pivotal time for STARVIE, as the company prepares to diversify its portfolio, strengthen its global footprint, and position itself as a benchmark in applied innovation within the world of padel. The new CEO will drive a strategic plan focused on sustainable development, internationalization, and operational excellence.

Key pillars of this new phase include the expansion of StarVie Labs, the launch of the StarVie International Team as a platform for talent development and global visibility, and the company’s entry into new disciplines such as pickleball and beach tennis. All of this will be supported by a strong commitment to real inclusion and sustainability with a positive impact on the industry and local communities.

Through this transformation, StarVie reaffirms its purpose to be much more than a sports brand — to become a movement that inspires, evolves, and transforms sport as a tool for positive change.

“I’m genuinely excited and eager to move forward with this great project. For nearly 25 years, STARVIE has led the global growth of padel with a unique identity and a firm commitment to innovation and high performance. My challenge is to evolve the brand without losing its essence, take it to the global stage, and make it a benchmark in innovation, excellence, and sustainability”, said Fernández-Cid.


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