When I first arrived at River Bend Golf & Country Club, women’s apparel sales hovered around $50,000 a year. Traditional golf brands dominated, and while they performed steadily, there was untapped potential in our membership’s everyday lifestyle.
I realized this in my second year during a holiday trunk show featuring Varley, a contemporary athleisure collection I had first encountered at the PGA Show. I wasn’t sure at the time if I had the space or demand to make an impact, but the event revealed something important: non-golfing members came into the shop specifically for Varley, and the line sold effortlessly. That single event sparked a shift in our strategy. Today, Varley alone accounts for 20 percent of our annual women’s apparel sales.
Athleisure was a natural fit for River Bend because it mirrors the lifestyle of our membership. Whether running errands, taking kids to school or heading to lunch with friends, our members wanted clothing that offered both comfort and polish. Sophisticated, upscale brands like Varley, Williams Athletic Club, Greyson and A. Putnam resonate deeply because they combine technical performance with everyday wearability. Members now view the golf shop not just as a place to buy golf outfits, but as a one-stop shop that replaces the traditional retail store. Branded merchandise adds to the appeal, as the River Bend logo makes each piece unique to their club experience.
This strategy has transformed our business. Women’s apparel sales have grown from $187,000 in 2023 to an astounding $315,000 in 2025. Athleisure has accounted for one-third of women’s apparel over the past 12 months. Sell-through rates averaging 80 percent confirm that athleisure is not just a trend but a profitable core category for our shop.
Balancing these crossover styles with traditional golf apparel is a constant challenge, but one we embrace through consistent re-merchandising and rotation to keep the shop fresh, functional and fashionable.
Events and styling sessions play a pivotal role in building excitement. Trunk shows debut new lines before they hit the floor, giving members a sense of exclusivity and insider access. Influencers within our membership add energy to these events, often bringing 10 or more additional attendees.
At one A. Putnam trunk show, I styled a golf influencer member head to toe. Her role was simply to wear and share her look, but the results were remarkable. Her outfit was sold more than seven times, generating $10,000 in sales from that one styling session. These events make shopping personal, social and aspirational, turning members into ambassadors for the brands we carry.
The impact of River Bend’s success extends beyond our club. I frequently host other buyers who are eager to learn about the emerging brands we carry and how we execute our events. Vendors also point to River Bend as a regional leader, and there are now more than six area clubs carrying Varley, after we first introduced it to the Mid-Atlantic. What I hope other merchandisers take away from this is that women’s athleisure is a powerful opportunity. For too long, golf shops have focused on men’s apparel as the foundation of their business. At River Bend, we’ve shown that when you invest in women’s categories with care and creativity, members respond with enthusiasm and loyalty.
Ultimately, athleisure has redefined our golf shop. It has boosted revenue, expanded our reach to non-golfing members and made the shop a destination. More importantly, it has strengthened the bond between our members and their club, giving them apparel that fits seamlessly into their lives while carrying the River Bend identity with pride.
Leigh Redlus, AGM, is the Merchandiser at River Bend Club in Great Falls, Virginia.