When creating the Scales Gear line, the company founders deviated from the traditional mix of solids, stripes and occasional prints in favor of golf apparel that celebrates vibrant color, playful patterns and the coastal lifestyle for people who love to “golf, fish, boat and enjoy life on the water.”
The result, according to Chief Executive Officer Matt Williams, has been an expansion of Scales Gear from a group of 300 or so shops in South Florida to 1,100 clubs across the United States – and in 10 other countries – with collections that quickly and consistently sell through while delivering strong margins and offering something fresh and exciting for customers. And, Williams adds, the brand is just getting started.
1 What type of geographic reach does the Scales Gear brand have, and how are you expanding that?
Matt Williams: Scales has established a strong U.S.-centric presence and makes product for all regions and various demographics across public, private and resort facilities. We focus on coastal, Sunbelt and warm-climate regions where the brand resonates most with active lifestyles, with Southern California and the Hawaiian Islands being particularly strong markets.
Beyond this, Scales has significant growth potential, with global appeal in regions centered on boating, coastal recreation and tropical or resort tourism. Our on-course accounts continue to grow steadily through activation strategies for PGA of America Professionals and merchandisers, reflecting the brand’s popularity among green grass facilities, their golfers and its broad lifestyle appeal.
2 How are you working with PGA of America Golf Professionals and merchandisers to help Scales Gear sell through at retail?
Williams: To drive sell-through at retail, Scales works closely with PGA Professionals and merchandisers at every level. We host pop-up shops and events, giving customers a hands-on experience with our products. Shop staff members are encouraged to wear and test the apparel themselves, ensuring they can speak authentically about performance and style. Our team of brand ambassadors showcases Scales on the course and at key events, building visibility and excitement.
Additionally, we partner with PGA Magazine and their many different merchandise events and summits throughout the country, along with local PGA Sections, to identify unique opportunities and support retailers in connecting with their communities.
3 What do you think is the most important trend in men's golf apparel, and how is Scales addressing it?
Williams: One of the most significant trends is the convergence of performance, style and sustainability. Today’s golfers expect their clothing to deliver advanced technical features – moisture-wicking, stretch, UV protection and breathability – without compromising on style.
Scales is fully aligned with this trend, offering apparel that meets these technical demands while reflecting the vibrant, coastal-inspired aesthetic our customer loves. This alignment not only positions Scales at the forefront of the market, but also deepens the brand’s opportunity to set new standards in golf lifestyle apparel.
4 What can you tell us about the growth of your women’s line and what it brings to that segment of the market?
Williams: The Scales women’s line follows the same successful formula as our men’s collection, featuring ocean-inspired designs and vibrant coastal patterns. Many styles are offered in matching men’s and women’s versions, making them a hit for events, staff uniforms and coordinated on-course looks. This approach strengthens our presence in the women’s segment, while also enhancing the brand’s appeal as a complete lifestyle offering for golfers and coastal enthusiasts alike.
5 As we prepare to enter 2026, what is the most exciting thing on the horizon for Scales Gear?
Williams: As we look toward 2026, the most exciting opportunity for Scales is the growing demand for multi-occasion golf apparel – clothing that transitions seamlessly from the course to the club, to vacations and coastal lifestyle settings. Scales is uniquely positioned to strengthen its brand identity in this space, with plans to expand into advanced premium performance gear. Men increasingly expect technical functionality paired with high comfort, and delivering on that expectation will continue to guide the brand’s evolution.
