Polished Performance: The Williams Athletic Club Philosophy

AGM: How would you describe your brand aesthetic and the customer you design for?

Susi Proudman: The aesthetic is elevated, understated, and quietly confident.

We often describe it as polished performance, rooted in sport but expressed through a more refined lens. There’s a sense of ease and intention in every piece.

Our customer is discerning. She values quality over trend, and she’s building a wardrobe that works across her life, on the course, at the club, and beyond.

AGM: What influences outside of golf have shaped your collections?

Susi Proudman: While golf is our foundation, the brand draws from a much broader cultural and design perspective.

We’re influenced by classic tailoring, prep, heritage outerwear, and traditional sporting codes from golf through to tennis. My background in textile technology, which I studied at Leeds University in the UK, plays a big role in how we approach product, we think about material, construction, and performance just as much as silhouette.

Travel also continues to shape the brand, particularly across the UK and Europe, influencing our palette, fabrication choices, and the overall mood of each collection.

AGM: What role does fabric innovation play in your development process? Are there any materials you’re particularly excited about right now?

Susi Proudman: Fabric is the starting point for every piece we create.

With a background in textile technology, I’ve always believed that great product begins with the material. We work closely with mills to develop fabrics that deliver on breathability, stretch, structure, and longevity.

Right now, we’re particularly excited about lightweight technical knits, fabrics that offer sun protection and moisture management for hotter days, while still feeling modest and polished.

Looking ahead, we’re also introducing more heritage-driven pieces, including materials like waxed cotton. It’s a way for us to bring together modern performance with a sense of history and craftsmanship.

AGM: How do you ensure consistency in fit and quality across your product line?

Susi Proudman: Consistency is built through discipline and repetition.

We operate from a clear block and fit philosophy that carries across each collection, allowing customers to return to the brand with confidence. We fit on a core model, then test across multiple body shapes to ensure the master fit translates well and feels consistent across sizes.

We test all materials and components at every stage—development, first bulk, and final production and every piece is rigorously wear-tested and refined before it goes into production. Before we ship every style is independently inspected, ensuring consistency and quality at every stage.

AGM: When designing a new piece, what elements are non-negotiable for your brand?

Susi Proudman: There are three non-negotiables: fabric, fit, and function.

We start with the material, it must perform, hold its shape, and feel right over time. The fit must be considered and consistent, and the function needs to work in real life, not just in theory.

Early in my career at lululemon, Chip Wilson from lululemon used to say, “If you can’t make it technical, don’t make it. If you can’t make it beautiful and technical, don’t make it—it must be both.” That mindset has stayed with me and continues to guide how we build product today.

If a piece doesn’t meet all three criteria, it doesn’t move forward.

AGM: Are there any sustainability practices or ethical considerations built into your production process?

Susi Proudman: Our approach to sustainability is grounded in longevity and intention.

We design pieces to endure both in construction and aesthetic, so they remain relevant in a customer’s wardrobe over time. We work with trusted partners and mills, maintaining a high standard across sourcing and production.

For us, sustainability is about creating fewer, better pieces that you wear time and time again.

AGM: What message would you like to leave with AGM merchandisers about your brand and products?

Susi Proudman: Williams Athletic Club is not built on seasonal novelty, it’s built on consistency, quality, and a clear point of view.

We are creating wardrobe-building pieces that customers return to season after season. When merchandised with intention, the product delivers, both in sell-through and in long-term loyalty.

At its core, it’s about consistency, brand reputation, quality, and trust.

We value partners who are aligned with that vision and who see the opportunity to build something enduring.