Ali Putnam had the pleasure of joining Justine Cook of the AGM to discuss the challenges of women's clothing in golf shops and how operators, pros, and buyers are getting creative in rising to meet the diverse asks of members, delivering on their promises of exceptional customer service, and the unique take A. PUTNAM has on Resort to Sport®
The AGM Podcast is your go-to resource for all things golf retail, bringing together the voices that shape our industry. Whether you’re looking for fresh marketing ideas, merchandising tips, or simply a bit of inspiration to tackle your next project, you’ll find it here. So, grab a cup of coffee, settle in, and let’s unlock your shop’s full potential—one episode at a time!
Host (Justine, AGM Director of Membership and Education):
Hello everyone, and welcome back to The Fairway to Retail Success, an AGM podcast. I’m your host, Justine, Director of Membership and Education at AGM. Today, I’m thrilled to welcome Ali Putnam, founder of A. Putnam, a brand redefining women’s golf apparel with its ‘resort-to-sport’ concept. While traditional sportswear is designed for the gym, lounging, and errands, A. Putnam offers a seamless transition into workwear, dinner outings, and an elevated lifestyle. The collection blends performance and elegance, honoring the tradition of golf while meeting the modern woman’s need for versatility.
In this episode, we'll explore Ali’s career path, what inspired her to create A. Putnam, her insights on the evolution of golf fashion, and ways her brand is shaping the women’s apparel space. Plus, Ali will share her advice for emerging brands looking to stand out in the competitive golf market.
Ali, thank you so much for joining us today.
Ali Putnam:
Absolutely, I'm so excited to be on this with you and speak to your community.
The Origin Story
Justine:
I'd like to start by asking our guests to shed a little more light on their journey—how did you get started in golf and what led you to develop A. Putnam?
Ali:
Absolutely. I have a pretty unusual approach and entry into the market. I always say that I'm a very casual golfer, and while I'm athletic at heart, golf has always been a leisure sport for me.
I grew up in the country club setting—my parents introduced me to golf at a very young age, probably five or six. My dad always said, “You have to learn to play golf so you can hold your own in the business world.” So for me, golf was always about networking and business.
I played lacrosse at Syracuse, never touched a golf club for years. I studied supply chain and entrepreneurship and always had a dream of starting a clothing line. My career was in international logistics and supply chain for industrial manufacturing—so not retail. But I’d always wanted to claw my way back. I launched A. Putnam two years ago at the 2023 PGA Show, which was not that long after COVID. My dad—who’s a serial entrepreneur—asked, “What’s next for you?” At that point, I had five boys—decided 'a basketball team is enough'—and was golfing more because my husband is a big golfer. Belonging to a private country club, I struggled to resonate with the clothing, especially when golfing for business. I never really felt comfortable. I started wearing my own workwear clothes on the course and realized there was this niche—performance-focused, versatile but still elegant clothes. I went back to school at night to learn how to launch a clothing line, and in about a year, launched A. Putnam from concept to launch. Talk about a whirlwind!
On the Evolution of Golf Fashion
Justine:
Golf fashion has evolved significantly in the last few years. Where do you see A. Putnam fitting into that evolution and where is women’s apparel headed?
Ali:
So many interesting things are going on with the sport right now, especially with women. Golf apparel hasn’t always been conducive to a woman's sense of style. Golf is a great space for creativity and diversity in style. Right now, everything is more casual, but that's actually where I felt options for my style were lacking. I love workwear, dressing up for work helps me mentally. During COVID, loungewear became the norm, but for me, belonging to a club with a traditional dress code, I liked that—but wanted to modernize it and create pieces that were functional for golf, yet versatile enough for work or dinner.
There’s also a broader trend toward buying versatile, lasting products, getting away from fast fashion—for both sustainability and longevity. I felt you could hold onto golf’s traditional attire and flex it into workwear. Our slogan is: 'Golf functional pieces that flex up, not down.' Our product leans timeless, sophisticated, dressier—pieces you could wear to the office, but not necessarily to the gym. That’s our take on versatility.
On Consumer Needs and Capsule Wardrobes
Justine:
Consumers want something they can wear from a Zoom meeting, to picking up their kids, to playing nine holes, then staying for dinner—they don’t want to change between activities.
Ali:
Yes! I’m a casual golfer and most of the time I wear A. Putnam, it’s off the course. When I design, I ask, “could I wear this outside the course and not look like I’m running around in golf clothes?” Effortless and comfortable, but also sophisticated and timeless, to exude confidence. Longevity is key—minimalism maximized. We lean towards neutrals and subtle patterns—merchandisers say ‘our ladies love color!’, but when it comes to buying, neutrals are a safer investment.
On Customer Feedback, Fit, and Function
Justine:
Are there key customer insights or feedback that have shaped your product development or pushed you in new directions?
Ali:
Absolutely. As a designer, you can't be everything to everyone, but being small and nimble lets us pivot when we get feedback fast. For example, our Garden Dress received feedback that it worked better for certain body types, so we set it aside instead of reordering. I want to be inclusive, but fit and function matter. Customer feedback also affects things like regional color and fabric choices based on climate. After four seasons, we’re only now figuring out what’s a home run and what’s more of a risk.
Merchandising A. Putnam in the Shop
Justine:
For retailers looking to introduce A. Putnam into their shop—what should they consider?
Ali:
We're different and a bit out-of-the-box, so A. Putnam takes some explaining. We offer marketing support—styling videos, email content, virtual or trunk shows—anything to help the merchandiser introduce the brand and the 'resort to sport' concept. Also, ask about non-golf traffic! A. Putnam doesn’t scream 'golf'—so social members, or women who don’t play, can come in and find something cute for work or an outing. Most shops don’t market to social members, but this is a great way to drive that engagement.
Justine:
That’s a great suggestion for engaging non-golf members. Having staff wear the brand also helps a lot with promotion.
Ali:
Absolutely. When staff wear it, other women ask “what are you wearing?”—seeing it on real people makes a big difference. It’s often hard for staff to find golf apparel that feels work-appropriate—but A. Putnam fits both teaching and shop roles beautifully.
Trends and Looking Forward
Justine:
Any exciting trends, colors, or fabrications you’re seeing in women’s golf apparel?
Ali:
On the pro tours, there’s more variety, personality, and even lifestyle trends coming to golf faster now. The lag from runway to golf shop is shrinking. I’m excited by that, it means the customer is open to something new. For example, brown became unexpectedly popular for fall, and I expect it’ll stay. Pastels will still show up, but color diversity is increasing.
Justine:
What’s next for A. Putnam?
Ali:
We’re hyper-focused on being a wholesale/green grass business. Direct-to-consumer is important, but shop partnerships and serving the golf community is our priority. We’re working with regional PGA chapters, supporting professionals who want pieces they can wear anywhere on property. And of course, we’re already designing collections for future seasons.
Advice for Emerging Brands
Justine:
Any advice for new brands looking to make their mark in the crowded golf apparel market?
Ali:
Yes! There are so many new brands now—every year at the PGA Show, I see more. My advice is: keep your blinders on and be original. Copying what others do won’t make you stand out. Stick to your brand pillars: who you’re designing for, who your customer is. It takes time to find your voice, but stay true—it’s the originality that helps you break through.
Justine:
Thank you, Ali, for sharing your story and wisdom with us today, and thank you to our listeners for tuning into another episode of The Fairway to Retail Success.
