Williams Athletic Club is a women’s golf and lifestyle apparel brand known for its innovation in sustainable style. They have created high-quality products that use the best materials, without compromising athletic performance.
Williams Athletic Club is committed to giving women top-of-the-line apparel, making them a shoo-in as the PGA’s Merchandiser of the Year.
Fairway to Green’s Nathan Rarick had the opportunity to talk with Susi Proudman, Founder & CEO of Williams Athletic Club.
Nathan Rarick: What is the core identity of Williams Athletic Club?
Susi Proudman: At its core, Williams Athletic Club exists at the intersection of performance and elevated design. We create functional, high-quality apparel that blends fabric innovation with timeless style.
Our identity is rooted in thoughtful design, attention to detail and a belief that women shouldn’t have to choose between looking polished and feeling confident on the course or in everyday life. Every piece reflects our commitment to quality, performance and versatility, allowing women to move through their day with ease, whether on or off the golf course.
NR: How does the company empower women in golf?
S.P.: At Williams Athletic Club, we believe in the power of look good, feel good, play good. Confidence is performance, and what a woman wears directly impacts how she shows up.
Our pieces are engineered for the swing, for the game but also for the moments in between. Because golf isn’t just 18 holes. It’s the arrival, the clubhouse, the meeting after, the life around it. When she feels prepared, comfortable and distinctly herself, she plays with greater freedom and authority.
Beyond product, we’re building a community that reinforces that belief that women belong in this sport as strong, participants shaping its future. We remove barriers through design and connection, empowering women to compete, connect and thrive on their own terms.
NR: What was the inspiration for your latest collection?
S.P.: This collection was inspired by mindfulness and the idea that we’re all striving not just to perform, but to truly thrive. In golf — and in life — your mindset shapes your outcome.
We explored how color impacts emotion and confidence. From bold, high-energy hues that deliver a strong dopamine lift, to softer pastels that offer a quieter, grounding sense of calm, each shade was intentionally chosen. The palette is designed to steady you, inspire you and energize you — whether you need focus on the first tee or composure walking into a room after.
It’s about dressing in a way that supports your mental game as much as your physical one — because when your mood is elevated, your performance often follows.
NR: How do you differentiate yourselves from larger athletic brands entering women’s golf?
S.P.: Unlike larger brands that often rely on mass-market approaches or seasonal trends, we focus on timeless design, functional innovation and a deep understanding of the female golfer’s lifestyle.
Our approach is intimate. We test every product ourselves and with a trusted circle of users, ensuring each piece truly meets the demands of women on the course. While larger brands may chase visibility or volume, we prioritize craft and long-term relevance.
NR: What gap in the market are you most proud of filling?
S.P.: We’re most proud of filling the blank space between fashion and function in women’s golf. For too long, women have been asked to choose technical performance or elevated style, comfort or polish. We built Williams Athletic Club to eliminate that compromise.
Our pieces are crafted from highly technical fabrics but designed with a fashion-forward sensibility, so women don’t have to shift identities between the course and the rest of their lives. You can feel comfortable, look refined and perform at your highest level, all at once.
It’s incredibly rewarding to see women embrace apparel that reflects the full spectrum of who they are — athletic, ambitious, social, professional — without ever having to choose just one version of themselves.
NR: Where do you see Williams Athletic Club in 5 years? 10 years?
S.P.: In five years, I see Williams Athletic Club as the brand of choice in women’s performance apparel – the one she instinctively reaches for, whether she’s shopping in her club’s pro shop, online or in-store. We’ll continue expanding our product range and global presence, but always anchored in our core values of quality, function and timeless design.
In ten years, I envision a brand synonymous with women’s golf and modern lifestyle performance wear, trusted not just for how it looks, but for how it understands her. We solve for her life: the swing, the meeting, the travel, the clubhouse, the everyday.
Women won’t choose us because they have to. They’ll choose us because we get them. Because we remove friction. Because we allow them to be fully themselves — confident, capable, evolving — across every chapter. That’s the long game.
