DENVER, CO. It started out as any other golfing 9-holes situation, though in reality, everything was different.
The world had shut down, takeout margaritas were in high demand, and a good WiFi connection meant everything. Golf courses were one of the few booming businesses of 2020 (on top of food delivery and Netflix). Golf was deemed a socially distant outdoor activity and man oh man, people were eager to get out of the house. It was here, in this exact setting, that best friends and Prio Golf co-founders Sammy Berger and Tara Collins had time to chat. Since they were golfing more often, they began sharing their personal horror stories about finding fashionable & functional women’s golf clothing.
This realization of the huge market gap sparked a rabbit hole of research on total addressable market, competitors, price points, and (the obvious) clothing design ideas. It was easiest for founders Sammy Berger and Tara Collins to note what they didn’t like about existing golf wear. The product gaps were evident: no pockets, no functionality for golf, tank tops that were too long and boxy, skirts that were too short, and outdated patterns/colors. The next step would be the most challenging, figuring out how to make something that solves it all.
For the next year and a half, Berger & Collins spent their time learning and networking in the fashion space in Denver, New York, and abroad, learning the ins-and-outs of clothing design, fabric sourcing, supply chain, manufacturing, and fulfillment. All leading up to the official launch of their first collection.
Now that time has come. Prio Golf launched their 2022 Spring/Summer Collection on June 10, 2022. The collection is designed with the modern female golfer in mind with details that can be worn on and off the course. “It was important to us to create something that works for women even if they never golf,” says Berger, “athletic clothing for golf needs to keep up with the athleisure market where versatility is key.”
In their initial collection, they launched a Skort, Skirt, and Tank Top. Their offering includes a variety of color options to mix & match or stay monotone. They also offer different skirt lengths based on customer preference. Additional details include built-in undershorts with pockets, tee holders, ball holders, waistband cinching, sweat wicking fabric, SPF protection, flattering curved hem line, and so much more.
From Collins’s perspective: “We know not all women want the same thing, but there are some key features, like pockets and nice fit around the waist that were no-brainers. From there, we added as many customizable options as possible and subtle details we could – that was the fun part.”
Customers can now purchase all items in their product line at priogolf.com. So what’s next for Prio Golf? They hope to keep expanding their product offering and size offering, creating more viable options for all women on the course.
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All rights to photos & imagery belong to Prio Golf. Shoutout photography to @dylanobrien and @soona