Mr Bax, 46, and from Margate, will become the new executive director of the i360 from July 3.
Eleanor Harris stepped down from her role as chief executive in December last year, just months after the ride opened in August.
Mr Bax said: “I am thrilled to be joining this innovative and record-holding attraction. I am also excited about becoming part of the city’s business community and working with other attractions and businesses to promote Brighton and all it has to offer.
“I look forward to seeing British Airways i360 play its part in ensuring Brighton remains one of Britain’s top seaside destinations.”
He added that the seaside holds 'a special place in his heart'.
Mr Bax has worked in the visitor attraction sector for more than 10 years and is currently historic properties director for London and the East at English Heritage.
He started his career at English Heritage selling admissions tickets from a kiosk, before working his way up through key positions across the country. He has since led the opening of the Elizabethan Garden at Kenilworth Castle and made improvements to the visitor experience at Bolsover Castle, Eltham Palace, Kenwood House and Audley End House.
British Airways i360 opened on Brighton beach on August 4, 2016, and was conceived and designed by Marks Barfield Architects, creators of the London Eye.
David Marks, i360 chairman, said: “We are delighted that Steve Bax has agreed to join us as executive director of British Airways i360. Steve is highly respected among the UK tourism industry and his wealth of experience makes him the ideal person to take British Airways i360 to new heights.”