Williams Athletic Club will serve as the Exclusive Presenting Partner in the Women’s Golf Apparel category
New York, New York – Williams Athletic Club, the sportswear brand redefining women’s golf apparel with a balance of luxury, performance, and modern design, has been named the Exclusive Presenting Partner in the Women’s Golf Apparel category for the 2026 and 2027 PGA Merchandiser of the Year (MOY) Conference. Through this partnership, Williams Athletic Club will align with the PGA of America’s National and Section Merchandiser of the Year award winners and PGA Magazine in supporting the prestigious annual PGA Merchandiser of the Year Conference. This annual conference brings together the best and brightest merchandisers in golf with PGA Professionals, Association of Golf Merchandisers (AGM) members, PGA of America representatives, and industry leaders to share best practices and shape the future of the game.
Founded with the vision of creating golf apparel for women without compromising form for function, Williams Athletic Club is committed to craftsmanship, luxury materials, and a thoughtful approach to design that inspires confidence both on and off the course. With women now driving one of the fastest-growing segments in the sport, the brand’s partnership with the PGA Merchandiser of the Year Conference underscores its commitment to elevating women’s golf apparel within the broader golf
community. Amid exponential growth and industry buzz, Williams Athletic Club is setting the pace—and is quickly becoming a catalyst in this culture shift.
“We are honored to be the Exclusive Women’s Apparel Presenting Partner for the PGA Merchandiser of the Year Conference. This recognition not only validates our vision to elevate women’s golf apparel but also reflects the growing influence of women in the game. At Williams Athletic Club, we believe the future of golf lies in blending performance with luxury and design, and we are proud to stand alongside the PGA of America and industry leaders to shape that future.”
— Susi Proudman, Founder & CEO, Williams Athletic Club
The PGA Merchandiser of the Year Conference is an official PGA of America event. It will be held at Mission Inn Resort, just outside Orlando, Florida, on January 17–19, 2026. The three-day conference precedes the annual PGA Show and serves as both an information-gathering and networking platform for award winners and attendees.
“We are thrilled to have Williams Athletic Club’s commitment to a multi-year Presenting Partnership for the PGA Merchandiser of the Year Conference in the women’s apparel category. Bringing a new, exciting, and fashion-forward brand partner to the MOY conference is an important element to the award-winning MOY Conference, where the best minds in the golf industry come together to learn from each other and elevate their own operations, and to talk trends, challenges, and opportunities with one another. The women’s category has been growing year over year in all areas of the golf industry, and
WAC’s support of this Conference speaks to their commitment to that growth. We look forward to having WAC share their advancements in fashion and fabrics in apparel with PGA Professionals and buyers alike, but for WAC to also enjoy listening and learning from those who are the best at what they do in golf merchandising.”
— Brian Folino, President, PGA Magazine
Throughout the partnership, the Williams Athletic Club will have a presence woven throughout the conference experience. The brand will participate in breakout sessions, panel discussions, and networking opportunities, contributing insights on emerging trends, fabric innovation, business best practices, and its brand story. The team is scheduled to deliver a dedicated presentation to conference attendees, highlighting the science behind their materials and their uncompromising commitment to craftsmanship. Williams Athletic Club will also showcase its collections—most notably Volume IV of the wardrobe, offering attendees the opportunity to experience the product firsthand. A standout will be the brand’s signature outerwear pieces, which this season utilize two elevated fabrics: a classic wax cotton, sourced in Britain as a nod to the founder’s early life and British heritage, and a new technical woven that is
water-resistant, soft to the touch, and typically reserved for European designer outerwear. Sharing Williams Athletic Club’s story and collections with this prestigious group represents a significant step in shaping the future of the game.
More than 150 professionals are expected to attend the MOY Conference annually, including PGA Section and National Merchandiser of the Year winners, AGM Platinum Award winners, PGA staff, and representatives from all Presenting Partners. By engaging directly with PGA Professionals and the golf retail community, Williams Athletic Club affirms its leadership in shaping the conversation around women’s golf apparel.
For more information on Williams Athletic Club, visit https://williamsathleticclub.com/.
About Williams Athletic Club
Williams Athletic Club is golf — uncompromising in style, functionality, and design, created specifically for women. We passionately believe that the right clothing, perfectly tailored for her, can elevate confidence and enhance performance both on and off the course. Each piece is crafted from luxury materials with meticulous attention to detail, seamlessly transitioning from the fairway to everyday life. Drawing on decades of fashion and athletic industry expertise, combined with our deep personal ties to the golf world, Williams Athletic Club delivers sportswear that is more than clothing — it is a statement of strength, sophistication, and effortless elegance.
Press Inquiries
Kerry Aronchick, EVP & Lifestyle Partner at Optimist Consulting karonchick@optimistconsulting.com
Wholesale Inquiries
Wayne Webster, VP of Sales at Williams Athletic Club wayne@williamsathleticclub.com