Fashion | Feb. 2026
WILLIAMS ATHLETIC CLUB
By Contributor
Kendall Jacket
Country Magazine sat down with Susi Proudman, founder and CEO of Williams Athletic Club, to learn about this new brand in the apparel space.
What was the impetus for starting Williams Athletic Club?
Williams Athletic Club was born from a simple but persistent frustration: women were being asked to choose between performance and polish. After more than three decades developing products for some of the world’s most respected global brands, I witnessed how technical innovation was advancing, yet women’s golf and sport-lifestyle apparel remained overly logo-driven, trend-focused, and rarely built to last. I wanted to create a brand that honors women who play sports as part of a full, multifaceted life, where what they wear on the course transitions seamlessly into everything that follows.
What is the gap in the marketplace that Williams Athletic Club is filling?
Williams Athletic Club provides elevated performance apparel that is refined, timeless, and crafted with the same rigor as luxury fashion. Our focus is not on fast trends or loud branding, but on fabric innovation, exceptional fit, and a wardrobe approach that allows women to invest once and wear often, whether it be on the course, at the club, or beyond.
Who is your customer?
Our customer is confident, discerning, and deeply engaged in an active lifestyle, but she does not define herself by a single sport. She appreciates understated luxury, thoughtful details, and brands that reflect her values of authenticity, longevity, and modern femininity. She is not chasing trends; she is building a wardrobe.
What can we expect from Williams Athletic Club in the years ahead?
Williams Athletic Club will continue to build thoughtfully and with intention. You can expect continued expansion and investment in innovation, with new fabrications, refined silhouettes, and versatile pieces that elevate the way women experience sport-lifestyle dressing. We are not here to be everywhere; we are here to build something lasting.
