A two-time Saskatchewan women's champ is passing the torch to the daughter of curling royalty in the office of the executive director at CurlSask.

When Amber Holland steps down in May, it will be Ashley Howard who steps in.

Howard impressed many Saskatchewan curling fans with her debut performance at the Canadian women's curling championship last week. Howard played third for Jolene Campbell at the Tournament of Hearts in Grand Prairie.

To get the CurlSask position, Howard said she sold the Board of Directors during a presentation on what curling means to her.

'I love the game myself, but in the other sense I have the education and marketing background as well.' - Ashley Howard, executive director CurlSask

"What it came down to was the passion for me and why I love curling and the opportunity to tell them the story of receiving my first pair of curling shoes on Christmas morning," she said.

"I brought along a picture of the occasion and how excited I was."

That first pair of curling shoes were given to Ashley by her father Russ Howard. Between her Father and Uncle, Glenn Howard, the family has six Brier titles, six world championships and an Olympic gold medal.

Although she comes from a long line of curlers, Howard says she got the position on her own merits.

"Wholeheartedly I can say my passion has driven me to apply for this position is purely my own," she said. "I love the game myself but in the other sense I have the education and marketing background as well."

Howard studied business administration and marketing at the University of New Brunswick. She said she will take lessons from the ice and the marketing department into the new role.

"I think we really have a lot of work to do as far as growing the game at the grassroots level and getting more and more people involved, because it is a sport for life," she said.

Howard said the game has the opportunity to grow, especially now that mixed doubles is an Olympic sport. She said that format is taking off in Saskatchewan.