Fore All is revolutionizing golf apparel—by women, for women
Photo courtesy of Fore All
When seasoned stylist and fashion guru Jen Clyde agreed to meet her long-time friend Michelle Money, a notable beauty influencer and actress, at a local country club’s driving range, she had no clue there would be a dress code. And she was less than pleased with the options provided at a local golf outfitter.
Golf courses have long served as ideal locations for conducting business, and it was there on the green that Clyde and Money brainstormed the idea of creating a brand that would make golfing more accessible—and fashionable—for women. According to a Guideline Research & Consulting survey, 97 percent of business executives view golf as a way to establish close relationships with associates.
After sharing their journey of learning to play golf on Instagram and receiving a remarkable response, Money joined Clyde in pursuing their shared vision. In the following months, the two women began hosting events under their newly minted brand, Fore All.
Since hosting multiple golf events in 2021, they’ve developed an entire golf lifestyle brand that seeks to be both fashionable and functional for the modern woman. The goal? Make golf accessible and enjoyable for every woman, no matter the skill level.
“We felt like the name ‘Fore All’ really encompassed what we are doing. We want to bridge the gap [between men’s and women’s golf] and come together,” Clyde says.
Clyde and Money realized there was a whole market of women wanting to learn how to play golf, and Fore All’s community grew rapidly.
“In the Instagram world, there are either beautiful, sexy golfers or professional golfers and coaches. There really wasn’t any content that was relatable to women like us who just really aren’t that good at golf but want to learn,” Money says. “We just shared our journey of learning how to golf, and I think that is what drew in our community—being authentic.”
The same community then encouraged Clyde and Money to create their women’s golf apparel line, which launched in March.
Photos courtesy of Fore All
Dressing for the green
“Because we started by building our community and growing that, we heard all the complaints and the things they needed or wanted,” Clyde says. “The main one was, ‘We need better clothing options.’ So really, our entire apparel line was built by our community.”
When designing their apparel, Clyde and Money drew inspiration from Palm Springs, California, in the ’60s and ’70s. The color palette hinges on a classic green, a choice Clyde and Money’s investors pushed back on. They also pushed back on the founders’ insistence on inclusive sizing—but if the brand was truly “for all,” the duo insisted on having sizes available from XS to XXL.
Their dedication to Fore All’s mission is present in every product. With three different lines at low, medium and high price points, Clyde and Money strive to cater their product to every woman in their community, making the green a more accessible and inclusive place for both amateur and experienced women golfers.
The language of business
Golf is a historically male-dominated sport, and there’s still room for progress regarding the gap between men’s and women’s golf. Men often meet and discuss business on the course, leaving women out of crucial dealings and decisions due to the lack of resources and accessibility for women’s golf.
"What really brings success is confidence and opportunity. Confidence and opportunities are both developed on the golf course."
Photo courtesy of Fore All
One of the main reasons Clyde first wanted to learn to play golf was to discuss business with her colleagues who often played. As she learned how to play golf, she also better understood why golf is so often used as the stage for business dealings.
“If women could understand why men do so much business on the course, I think they would want to develop and leverage that skill in their own life,” Clyde says.
Beyond the benefits of being outdoors rather than stuck in a conference room, golf reveals important characteristics in your opponent. You learn how different players deal with frustration, loss and victory. Those reactions are often indicative of how they might also deal with wins and challenges in the business world.
The National Golf Foundation reported that, over the past three years, the female golfer pool jumped 15 percent compared to a 2 percent lift among male golfers. The increase has been attributed to a surge in outdoor sports fueled by the COVID-19 pandemic and an increase in junior development programs geared toward girls under age 18. But there’s also been an influx of women in business stepping onto the green after realizing that learning to golf often translates directly into increased success at the office.
Patricia Jones, CEO of the Women’s Leadership Institute, recalls visiting companies where the men would be at golf tournaments while the women were in the office. Seeing this first-hand, she realized golf is a critical competency in leadership development.
“What really brings success is confidence and opportunity,” Jones says. “Confidence and opportunities are both developed on the golf course.”
Now, the Women’s Leadership Institute hosts tournaments and clinics that bring women in business to golf courses where they can learn how to play golf and leverage those skills in a business setting.
“I am thrilled to know there’s a women-led business focusing on women’s golf apparel,” Jones says of Fore All. “I was in market research for years … What I’ve learned is the importance of having input from women on the apparel they’re looking for.”
Today, Fore All’s apparel can be found online and at multiple retailers, including the outfitter Clyde originally visited to buy her first golfing outfit.