As PGA of America Golf Professionals and other buyers gathered for last month’s PGA Buying Summit, one of the defining trends they saw was that athletic styling is alive and well and becoming even more important as golfers continue to slim down and prioritize fitness.
The Summit, held July 26-29 at Omni PGA Frisco Resort & Spa in Frisco, Texas, part of the PGA of America’s sprawling campus, featured two ballrooms filled with 196 golf and golf-lifestyle brands, including 100 new exhibitors.
“I buy for the golf shop, athletic/tennis area and pool area, so we are always looking for a variety of golf and performance apparel,” said Tim Fleming, PGA of America Director of Golf at Oklahoma City Golf & Country Club in Nichols Hills, Oklahoma. “It is important to keep things fresh and mix it up a bit with new and exciting lines.”
In terms of exhibitors, the event saw an abundance of athletically styled garments, including basic hoodies and sweats from Levelwear, athletically influenced women’s styles from Dolcezza and Soneven and new athleisure styles by Rookline and Centerline Athletic Apparel.
“As the golf shop continues to evolve, athleisure and lifestyle apparel remain critical categories for driving sales,” says Kris Wessinger, Sales Manager – Green Grass for UNRL, which received a strong response to its Elevation Collection of layering pieces. “Today’s golfer is looking for products that seamlessly transition from the course to everyday life, and buyers recognize the value of offering apparel with multiple wear occasions.”
J.Lindeberg continues to combine athletic and lifestyle in items like the Ivan Relaxed polo, which can be layered with the Wade Midlayer, Bennet Hybrid Jacket or Bo Vest, and finished off with the Logan Vent Pant, Harris Tech Pant and Devyn Pleated Short.
“You see lifestyle more and more in green grass golf shops trying to meet the needs of members looking for those crossover pieces,” said Brian Peterson, Operations Manager & Ambassador Coordinator for J.Lindeberg. “Our heritage being Scandinavian, we have a ski line and a ton of outdoor/hiking apparel that performs in a variety of conditions.”
Rhone continues to serve the market with golf-specific pieces like the Founders hoodie, vest and quarter zip on the men’s side and the Mirage lightweight anorak, skort and pull-on short for women, all of which can be complemented with more fitness/lifestyle pieces in the golf shop and other areas of the club.
“With our line, there are a lot of areas of the club we can break into,” said Thomas Wilson, Rhone’s Account Executive Golf & Specialty. “The breadth of line and longevity of its shelf life allow us to pivot more easily. Most of our golf shop accounts primarily carry our golf-specific pieces, but if a club is building or remodeling a fitness center, they can bring in our more athletic pieces as well.”
The latest collection from Rookline is a good example of a line built for golf, as well as other activities, with standout pieces like the Yeoman's Performance Short with four-way stretch style and moisture-wicking; Hudson 3-Button Polo with a slight taper from chest to hem for a clean look and athletic fit; and Hudson Crew, a refined performance layer with moisture-wicking comfort and built-in sun protection.
Another newcomer, BYLT, sits alongside lululemon, Vuori and Rhone as a brand designed for golf but also fitting into fitness or tennis – creating heritage items that retail about 25 percent lower than some of the market’s heritage brands. And then there’s Centerline, which expanded into golf in 2025, focusing on functionality with features like SPF 40 sun protection and water resistance.
“We opened up a white space with clean, athletic looks for on or off the course, which is a big pull for consumers who play golf but are also into ancillary activities like tennis and working out,” says Scott Brown, Managing Director of Centerline Athletics.
Even the headwear category has become immersed in performance, according to Pukka Creative Director Mike Hiskey, whose recent lines have included a sweatband with 4-way stretch and technical fabrics that breathe and wick moisture to perform in the heat and during workouts.
“I think we’ve fully gotten to the point where the hat you play golf in also works for lunch, shopping, the clubhouse and other outdoor activities, which is really great.”
Lisa Goulian Twiste is a Senior Apparel Writer at PGA Magazine.