Thousands of members of the golf industry converged on the Orange County Convention Center last month for the 2025 PGA Show, where it became more evident than ever that performance apparel is coming on strong across the nation as the golfing population gets healthier and trends younger.
“Golf is no longer middle-aged, as a lot of people who started with Topgolf are now wanting to make the transition to the golf course, and merchandisers need to take into account how that changes our buying,” said Katie Wiedmar, the 2023 PGA of America Merchandiser of the Year for Private Facilities who recently left her position as an Assistant Golf Professional at Winged Foot Golf Club to become a sales rep for johnnie-O, a more youthful and preppy performance brand that’s become a top player in recent years.
“We’ve become multi-functional, and the product that used to be considered fitness apparel has become acceptable to wear on the golf course,” said Dave Leveille, President of Wholesale for tasc Performance, a leading golf fitness brand. “Hoodies, especially in the last four years, have come on so strong, and women’s leggings are being worn on the course these days.”
Kyle Carpenter, PGA of America Head Golf Professional at Northwood Country Club in Meridian, Mississippi, brought lululemon into his shop after trying to get an account for four years, and it has changed his women’s business. The Northwood golf shop is the only retailer within 88 miles that carries the brand, and if a customer finds something they like on the lululemon website, Carpenter can have it to them in three days – or four if they want it logoed.
“The shop is now 50 percent lululemon,” he says. “It’s really turned things around for us and right now, I’m riding that wave hard.”
Jim Raymond, PGA of America Head Golf Professional at Kingsley Club in Kingsley, Michigan, said athleisure has become a big part of his business, including brands like Vuori and lululemon, as people are working from home more and are open to buying joggers, hoodies and tees in the golf shop. Shawn Gifford, PGA of America Director of Golf at Adios Golf Club in Coconut Creek, Florida, is also carrying those two athletic brands, as 30 percent of his business is now non-golf/lifestyle.
Many golf companies were showing more fitness styles, including Holderness & Bourne, with elevated crew neck pullovers and streamlined hoodies, and Ashworth, displaying at its first PGA Show since the return of founder John Ashworth, whose offering included the AG/TECH Collection designed for maximum comfort and athletic performance, as well as CT/TECH, whose performance features include moisture wicking, antimicrobial, UPF 50+ protection and easy care.
Rhone, a brand based on performance and wellness with a range of items that can be worn on course or at the gym, doubled the size of its booth this year to accommodate more buyers interested in its active looks.
“Many clubs are seeing younger members and adding athleisure to the mix, which makes for a great opportunity for us,” said Thomas Wilson, Rhone’s Account Executive Golf & Specialty. “Clubs are investing in fitness centers and trying to be a one-stop-shop for members. Golf specific workouts are becoming more popular, and people are seeing the mental health and fitness side of it, and we really try to highlight that.”
There were also a number of more recent market entries showing athleisure styles, including Greatness Wins, whose Co-Founder, baseball great Derek Jeter, was at the booth the first day of the Show. According to James Itkoff, Head of Marketing & eCommerce, the brand was fortunate enough to find placement at premiere clubs like Seminole, Winged Foot and others before it even got into the golf space last year. A key to this early success is SPORTFIT, which it calls a “revolutionary product innovation where the demands of sport meets the science of fit.”
“There are incredible brands in the athleisure space keeping golfers comfortable,” Itkoff says. “What we bring to golf is that comfort combined with the durability an athlete needs in pieces that will stand the test of time.”
Lisa Goulian Twiste is a Senior Apparel Writer at PGA Magazine.