Founded by Greg Oakley and Chet Sikorski in 2011, Turtleson has earned a reputation for blending luxury with performance in a cohesive and distinct product offering created to facilitate merchandising and sell through in the golf shop. Its higher-end collections have made it into about 1,100 green grass locations across the U.S. – and 1,300 globally – as the brand continues to blur the line between sport and everyday wear.
According to Oakley, Turtleson has been rounding out its offering and services with a new and fast-growing women’s line and the TurtleShop Event Program, designed to make tournament/outing gifting smooth and stress-free, all part of the company’s mission to be an indispensable resource for its retail partners.
1 What does Turtleson bring to the golf market that sets it apart from other brands?
Greg Oakley: At Turtleson, we have worked hard to redefine the boundaries of golf apparel by seamlessly blending luxury and performance. We believe that a clothing brand should be as interesting as the people who wear it and we’ve spent years crafting a brand that resonates with discerning customers who appreciate exceptional style and wearability.
Our team is dedicated to delivering the highest quality product for our customers. With top-tier technology and the very best in material composition, our apparel is as close to wearable gear as it is luxury fashion, making it perfect for both on and off the course.
2 How are you working with PGA of America Professionals and merchandisers to make sure your brand sells through?
Oakley: We view PGA of America Professionals and merchandisers as key partners in our success. Our team prioritizes these relationships by designing apparel that performs both on the course and in the shop. Our assortments are thoughtfully curated to reflect each club’s unique member profile, and we maintain close, ongoing collaboration with our partners to consistently sell through and deliver results season after season. We pride ourselves on our communication and customer service, as well as ensuring that we deliver on time.
3 What are some of the biggest growth areas for Turtleson right now?
Oakley: Turtleson is experiencing strong growth in areas that speak directly to today’s golfer. This year, we have unveiled several collections to build our largest-ever array of luxury performance gear. One growth driver has been the evolution of our transitional pieces. Our customers aren’t just shopping for a polo; they’re looking for a wardrobe solution that performs all day. We’ve taken that insight to heart, refining our fits and designs. This approach is not only resonating with customers, but it’s also driving strong growth inside the shop.
4 When did you introduce your women’s line and how quickly is it growing?
Oakely: Our women’s line launched in the spring of 2024 and has quickly become a dynamic and fast-growing part of the Turtleson brand. Thoughtfully designed, the collection blends versatility, comfort and a flattering fit to deliver elevated style. From all-weather polos to performance-driven dresses and tailored bottoms, each piece is crafted to move with women throughout the day.
As we continue to expand this collection, our focus remains on delivering apparel that meets the needs of women who value performance, style and confidence.
5 What is the biggest thing on the horizon for Turtleson?
Oakley: One of the most exciting initiatives we’re launching is The Turtleson Reserve, a new affiliate program designed specifically for our wholesale partners at green-grass shops. The Reserve is a virtual extension of their retail space that allows PGA of America Professionals to offer the full Turtleson collection to their customers online. It requires no additional inventory, no investment and no added overhead – yet it creates real, incremental revenue with every sale.
This program is designed to meet customers where they already are when not at the course: browsing, shopping and engaging digitally. And because every transaction flows back to the shop via commission, it keeps PGA Professionals at the center of the relationship. We’re giving our partners the tools to grow their business beyond the walls of their store, and we believe this type of brand-enabled e-commerce support is a big part of the future for specialty retail.
At the end of the day, it’s about partnership. If we can help our accounts drive more revenue with less risk while delivering a great experience to their customers, everybody wins. That’s what The Turtleson Reserve is all about.
