At River Bend, the golf shop is no longer just a place members stop before a tee time. Today’s country club woman is spending more time at the club and looking for apparel that fits every part of that experience. Golf remains the foundation, but our members are also staying for lunch, playing Mahjong, attending social events, heading to tennis or simply looking for polished pieces they can wear throughout their day. That shift has created a major retail opportunity in the women’s athleisure and lifestyle category.
In 2026, we have continued to grow this part of the business because it reflects how our members actually live. Women want clothing that is comfortable, elevated and versatile enough to move from the course to the clubhouse, from school drop-off to errands and from fitness activities to casual social gatherings. As a result, lifestyle and athleisure pieces have become an increasingly important part of our women’s merchandise mix. Year to date in 2026, these categories already represent 24 percent of total women’s sales.
Three of our strongest vendors in this space are Williams Athletic Club, A. Putnam and Varley. Each brings something slightly different to the shop. Williams Athletic Club and A. Putnam deliver an effortless country club lifestyle look. The looks are refined, classic and easy to wear on or off property. Varley has captured the athleisure side of the business with its soft sets, polished layering pieces and head-to-toe outfits that members can wear well beyond the golf course. These are the kinds of brands that make the golf shop feel less like a traditional pro shop and more like a curated boutique.
Trunk shows have also been a major part of growing this category. They allow us to showcase more lifestyle and athleisure pieces than we could normally carry on the sales floor, while giving members the feeling they are seeing something new and exclusive. In 2025, Williams Athletic Club, A. Putnam and Varley generated more than $50,000 in trunk show sales. That tells us members are not only interested in this category; they are actively looking to the golf shop as a convenient and trusted place to buy it.
The future of women’s golf shop retail is not limited to polos and skorts. Members still need great golf apparel, but they also want pieces that support the full rhythm of their lives. At River Bend, athleisure and lifestyle apparel have helped us connect with more women, including members who may not be playing golf that day, but still see the shop as part of their club experience. I only see this category continuing to grow as golf shops become more intentional about serving the whole member, not just the golfer.
Leigh Redlus, AGM, is the Merchandiser at River Bend Golf & Country Club in Great Falls, Virginia.