Few apparel lines in the history of golf have made an impact like Ashworth Golf, which came on the scene in 1987 amidst a sea of polyester and introduced a more generously sized cotton polo that revolutionized the industry.
Nearly four decades later, John Ashworth – the man behind the name – is back to steer the brand into new territory. Those attending next month’s PGA Show in Orlando will see the new Creative Director’s familiar face at the Ashworth booth, his laid-back yet commanding presence and passion for golf promising to make the company relevant again in a highly competitive marketplace.
This time, Ashworth has the backing of Newtimes Group, a global apparel sourcing and development company with vast resources across the globe. Add to that the return of longtime Ashworth executives Eddie Fadel and Kate Cunningham, who worked for the company in the ’90s and early 2000s, re-signing of Fred Couples as brand ambassador and onboarding of respected industry veteran and former Bobby Jones CEO Andy Bell.
“As we look to restore the Ashworth brand, there is no one with a better understanding of the DNA or more equipped to move us forward creatively than John Ashworth. He is the DNA of the brand,” says Bell, who was named Ashworth CEO in August. “John and I have had some great conversations about what’s in front of us, and I’m really confident in our ability to deliver a modern and relevant brand experience for the golf community.”
A significant part of the plan is to use Ashworth’s upgraded decoration capabilities to help golf shops enhance their own brands, as well as the experience they deliver to customers.
“Embroidery has served the golf business well for a very long time and continues to deliver a quality point of view, but it hasn’t evolved as much as the product,” Bell adds. “We simply believe the world of embellishment is so much broader and technology has brought us to a point where the opportunities in dimensional appliques and transfers align very well with performance apparel and deserve attention.”
PGA Magazine recently enjoyed some exclusive time with Ashworth, who shared his thoughts on the return to his roots, what PGA of America Golf Professionals and buyers can expect to see from the brand in coming seasons, and how his new role will be yet another means of building golf’s community and connecting people through the game he loves.
PGA Magazine: Nearly 38 years after founding Ashworth Golf, how does it feel to return to the brand once again?
John Ashworth: Twilight Zone stuff, very surreal. What’s kind of weird, though, is that I’ve always had a sense in the back of my mind that at some point when the situation was right, things would line up and one day I’d be back. And here we go again.
PGA Magazine: What message do you want to get out to PGA of America Professionals and merchandisers/buyers about the line and how it will be positioned in the market?
Ashworth: Great question because I just started and we’re already full tilt getting ready for the PGA Show. The product at the Show was designed well before I came back; however, I’m excited about what the team put together. From a visual vocabulary and brand message standpoint, you’ll start to feel our new direction at the PGA Show. I feel it’s important for us to visit the past in order to redefine our path going forward. The Ashworth Golf Company was founded on the virtues, benefits and beauty of the game of golf. Those are our roots.
The other part of the equation is to design and make the best quality products with a modern yet timeless sense of style. We are a golf company, not a “lifestyle” company. Golf is our life; it’s what we do. I have friends all over the world who play golf. I own and manage a golf course in Oceanside called Goat Hill Park. It’s an incredible community with people of all sorts of shapes, sizes, personalities and occupations. Plus, people come from all over the world to play in our backyard and I love it. It’s magic! I enjoy designing and making clothing for all my golfing friends and I’m grateful for the opportunity once again to do it under my name.
PGA Magazine: Everything you’ve done in golf has reflected a passion for design and the beauty of the game. How will those experiences translate in the new Ashworth?
Ashworth: So far it feels very natural, but it will be an evolution of all those experiences combined, and then blend all that up with what’s happening in today’s culture. I love collaborating with creative people and I’ve been very lucky to have worked with some incredible designers and artists over the years. And right now we have an amazing creative team that’s ready to tee it up.
PGA Magazine: Why now? What’s going on in the market today that makes it ripe for the new Ashworth line?
Ashworth: Why not? Ever since COVID happened, golf has exploded. I saw it firsthand at Goat Hill Park and now see it every day. COVID exposed all that is good about the game of golf – spending time outside in nature with your friends or just with yourself. Physical and mental health benefits have always been embedded in the game, but it took a pandemic for everyone to appreciate those qualities.
The game itself is addictive and is captivating a new and younger audience. As long as golf is accessible and affordable, the game will thrive and remain in a good place from a recreational participation point of view. The professional tour game is a different story but, honestly, I’m more interested in serving the amateur/recreational golfer.
PGA Magazine: How is the backing of Newtimes Group a game-changer for Ashworth?
Ashworth: So far, it’s a dream scenario. They’re a 60-year-old, family-owned garment manufacturing company with offices all over the world. We’re able to tap into a wealth of product sourcing knowledge and manufacturing experience. They understand the business inside and out and how it all works from A to Z on a global level. Pinch me.
PGA Magazine: You’ve said Goat Hill Park “welcomes everyone, from the beginner to the tour player and all abilities in between.” Will the new Ashworth brand reflect a similar vibe?
Ashworth: Yes, of course. Inclusivity, accessibility and affordability are important for the long-term health of our golf community, which in turn creates a healthier humanity. I wish a Goat Hill Park existed in every community, an inviting entry-level golf course with a great vibe that’s challenging but beginners are comfortable and aren’t intimidated or feel they’re walking on eggshells.
If these beginners stick with the game and evolve professionally and economically, at some point they’ll most likely join a club and so goes the cycle and sociology of golf. What a game! There’s such a wide variety of places to play – from munis to resorts, to semi privates, to elite private club. It’s all great; I love it.