In 2009, Metairie, Louisiana-based tasc Performance was founded with the goal of providing an alternative to polyester athletic apparel. After two years, the family-run company had come up with the BamCo fabric finishing process, which uses bamboo fiber blends to make moisture-wicking, anti-odor and wrinkle-resistant performance wear – not only becoming a leader in fitness apparel but an early promotor of sustainable fabrics in golf.
Tasc has since made its way into about 750 golf shops as PGA of America Golf Professionals and merchandisers increasingly embrace fitness styling for both on and off the course. Apparel industry veteran Dave Leveille joined the company in 2020 as President of Wholesale, bringing with him a wealth of golf industry experience that included executive positions at Polo Ralph Lauren, Tommy Hilfiger Golf and Oxford Industries. In the four years since, tasc has continued to be a top supplier of innovative, sustainable pieces with a soft hand, moisture-wicking, anti-odor breathability, and natural UPF 50+ protection. And according to Leveille, the company is poised to lead the charge as the golf industry moves further in this direction.
We spoke with Leveille to learn more:
Leveille: Since COVID-19 appeared in 2020, everything has become more casual. Everyone wanted to get their exercise outside in open spaces, and several million new golfers started playing the game. Consumers wanted hoodies and joggers and casual shorts to wear around the house, but also brought those items to golf, and they quickly became popular.
Leveille: Less commuting time, with more time spent working remotely, has definitely impacted what people are wearing. Comfort and performance have become of the utmost importance. With more people working from home more often, there isn't the need to change into fitness clothing at the end of the day to go for a walk or a run if you start the day wearing those items to begin with.
Leveille: Tasc was a fitness brand from the inception of the company. We have grown into a lifestyle brand that offers products to consumers for multiple wearing purposes. When COVID hit, we were in a great place to service the needs of the consumer, and we have continued to develop our product offerings so we can capitalize on what the consumer is asking for in their everyday dressing.
Leveille: I think there is a tremendous opportunity for golf shops to capture the purchases of fitness apparel. We are in a very logo-driven industry, and clubs can capture sales to their members, guests or patrons who desire to have a club logo on this category of products. It distinguishes the apparel from what can be purchased at general retail stores.
Leveille: Everything in our Carrollton Collection (tees, hoodies and quarter zips) is made of Organic Cotton, Viscose from Bamboo and Lycra. These items are extremely soft, offer natural performance without chemical treatments and are UPF 50+ and temperature regulating. Our Recess fitness shorts come in a few different lengths and are offered either lined as a 2-in-1 short or unlined. Both models offer open pockets and zipper pockets to store valuables, and a cell phone holder on the 2-in-1 short is secured against the body on the inner liner. Both models have reflective details as well.
Leveille: I do think fitness apparel will continue to be popular in the golf industry. Fitness tees and hoodies are extremely popular at this time. Many clubs have fitness centers along with tennis and pickleball courts, so I don't see this trend going away anytime soon.
Lisa Goulian Twiste is in her 24th year as Senior Apparel Writer at PGA Magazine.