I sit down with Joanne Cloak, CEO and founder of the golfwear brand JoFit. With her unique perspective as a former model, phys ed teacher, and lifelong athlete, Joanne takes us through her journey from grappling with ill-fitting clothes to starting her own brand that champions comfort, fit, and style.

 

Joanne unveils the backstory of JoFit, recounting how she drove up and down the East and West Coast, trying to sell her brand to pro shops. She shares how she maneuvered through the challenges of scaling her business, managing cash flow, and pre-booking orders.

 

We also deep dive into Joanne's design ethos, emphasizing the importance of details, patterns, and sizing strategies. She shares why long-sleeve sun shirts are her go-to and how she ensures styles to fit all body types. We explore her wide waistband design aimed at comfort and inclusivity. Lastly, we provide a sneak peek at the exciting JoFit designs planned for Fall 2024.

 

Key Highlights

·      Joanne took matters into her own hands when she realized the lack of good-fitting clothes available for women, especially in the golf apparel industry. Her brand prioritizes comfort, fit, and style, with a keen eye for details like pocket size and armhole fit.

·      Selling to pro shops wasn't easy. Joanne had to rely on her samples and the feedback of women in the shop to get her brand off the ground. She soon realized that the key to success was pre-booking orders so she could afford the production. With 26 reps and booming orders, Joanne found herself in a promising yet tricky cash flow situation.

·      She realized that as sizes increase, the grading needs to be adjusted differently for areas like the bust and belly. This feedback led to alterations in the grading process to accommodate these changes.

·      Joanne's story also highlights the importance of inclusivity in the fashion industry, particularly in sports apparel. Her focus on creating clothes that cater to all body types and her dedication to improving the fit and comfort of her clothes based on customer feedback demonstrate a commitment to creating a brand that truly serves its customers.

 

Connect with our Guest:

Jofit: Website | Instagram

 

For more information on the Short Game 100 program, visit: ShortGame100.com.

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Get in touch!

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Website: CompeteConfidenceGolf.com

 

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