Afew years ago, activewear became one of the fastest-growing categories in golf retail. At Fiddler’s Elbow Country Club, we embraced brands such as lululemon and Vuori as members looked for comfortable, versatile pieces they could wear both on and off the golf course. Today, however, we've taken a different approach.
While activewear continues to have a place in our golf shop, we have limited the amount of space devoted to the category. Rather than offering broad assortments, we focus on timeless styles like the lululemon Align Pant and Define Jacket in fashion colors. Activewear now occupies a small, curated section of our shop instead of being a primary merchandising category.
I think many golf professionals have experienced a similar shift. Following COVID, remote work changed not only where people worked but also how they dressed. Casual apparel quickly became the norm, and golf was no exception. Hoodies, joggers and relaxed outfits were normalized, presenting many clubs with new challenges surrounding dress codes and maintaining the traditions that have long defined the game.
One of the things I have always appreciated about golf is its sense of tradition. There was an understanding that when you stepped onto the course, you were participating in a sport that valued presentation and respect for its heritage. Shirts were tucked in, belts complemented the outfit, hats were worn appropriately and the overall appearance reflected the game's unique culture. While styles naturally evolve, I believe those traditions remain an important part of what makes golf so special.
Interestingly, we're beginning to see members gravitate back toward more refined apparel. After several years of extremely casual dressing, people seem to enjoy getting dressed up again. We've seen a noticeable increase in dress shirt sales this season – the strongest we've experienced in several years. This style reintroducing itself suggests many golfers are looking for a more polished look while still expecting modern comfort.
That doesn't mean performance fabrics are any less important. In fact, they're more important than ever. Moisture-wicking technology, lightweight construction, breathability, stretch and easy care fabrics remain top priorities for our members, especially during the summer months. Today's golfer expects apparel to perform in changing weather conditions while remaining comfortable throughout the day at the club.
The active inspired pieces performing best for us today are elevated versions of casual styles. Textured fashion hoodies from brands such as Greyson, Holderness & Bourne and Ralph Lauren have been standout performers because they deliver the comfort members want while presenting a more sophisticated appearance. Waffle knits, premium fabrics and thoughtful construction help these pieces feel appropriate both on the course and around the clubhouse.
Fitness and wellness have undoubtedly influenced golf apparel over the past several years, and that influence isn't disappearing. Golfers still want clothing that supports an active lifestyle, they just want it packaged in a way that reflects the traditions of the game. At our club, we've found the greatest success comes from offering apparel that blends modern performance with timeless style!
Ultimately, our goal is not to get rid of athleisure, it is to curate it thoughtfully. Comfort and performance will always matter, but we also believe golf apparel should celebrate the heritage, professionalism and elevated style that continue to make our game unique.
Caitlin Flaherty, AGM, is the Retail Operations Manager at Fiddler’s Elbow Country Club in Bedminster, New Jersey.