ORLANDO, Fla. — Magic chief executive officer Alex Martins is stepping down and taking on a new role as the vice chair of the organization, the Orlando Sentinel learned Wednesday.
Orlando will not employ a new CEO, the Sentinel learned, and instead, Magic president of business operations Charlie Freeman will lead business efforts for the franchise.
The moves are all part of a new leadership structure the Magic are implementing after 14 years with Martins as CEO.
In his new position, Martins will serve as a senior advisor to the Magic board of directors to advance long-term strategic initiatives and serve as a resource to team executives. Martins moves into the non-board vice chair role on July 1.
“We thank Alex for his exemplary service to the Magic organization as CEO,” Magic chairman Dan DeVos said in a statement. “Since joining the team in 1989, Alex’s commitment to excellence has distinguished him as an extraordinary leader in our organization and the Orlando community.
“When Alex communicated his intention to retire several years ago, our family decided to create a new role leveraging his experience,” DeVos added. “We are pleased he has agreed to continue our partnership and congratulate him on his new role as vice chair.”
Entering his 30th season with the Magic, Freeman’s responsibilities will include oversight of personnel, ticket sales, global partnerships, arena operations, philanthropy, finance, human resources, communications and broadcasting. He’ll report directly to the Magic board of directors.
“Charlie is a skilled and strategic leader in whom we have tremendous trust,” DeVos said. “With his deep expertise in business operations, our family is confident he is the right leader for this time in our organization. We congratulate him and look forward to the powerful impact his leadership will bring.”
“I’m incredibly humbled by this opportunity and deeply grateful for the trust the DeVos family has placed in me,” Freeman said. “The Magic has always been rooted in strong values and a long-term vision, and I look forward to working closely with the family — and the next generation — to help carry that vision forward.”
As part of the restructuring, the DeVos family’s third generation — the grandchildren of the late Rich and Helen DeVos — will see their contributions to the franchise increase after they have become increasingly involved in both the governance and management of the Magic over the years.
Magic vice president of shareholder engagement Ryan DeVos, who has served as a team executive for the past eight years after nearly three in the NBA league office, will step into an expanded role as managing director, working closely with Freeman, president of basketball operations Jeff Weltman and the Magic board of directors, the Sentinel learned.
Already living in Orlando, his work will include aligning the Magic organization with DeVos family values, deepening community and partner relationships and helping shape strategy across basketball and business operations.
Cole DeVos will relocate to Orlando at the beginning of the 2025-26 season to work more closely with the franchise, where he will engage in a full-time management development program. He plans to build upon his experience working on a team responsible for creating and managing multiple Michigan-based sports franchises.
Weltman will continue to oversee all basketball-related efforts, reporting directly to the Magic board of directors.
Martins has spent 36 years in professional sports management, and rejoined the Magic in June 2005 after he left the franchise in 1998 to take jobs with the Cleveland Browns and the New Orleans Hornets. He was later promoted to Magic CEO in December 2011.
“It has been an honor leading the Magic alongside the DeVos family, and I welcome the opportunity to continue working closely together in this new role,” Martins said. “I offer my gratitude to the family for their dedication to the Magic organization and trust in me to serve as its leader for the past 14 years.
“Leading the Magic as CEO has been one of the greatest blessings of my life.”