As part of its participation, WAC’s Founder, Susi Proudman, will showcase the brand’s latest collection, Volume III at Booth 7643 from January 20-23, 2026
[ORLANDO, FL] – Williams Athletic Club, the women’s luxury golf and lifestyle apparel brand redefining performance-driven sportswear, will exhibit at the 2026 PGA Show, taking place January 20-23, 2026 at the Orange County Convention Center (West Concourse) in Orlando, Florida. Now in its 73rd year, the PGA Show is the world’s largest trade-only gathering for the global golf industry, bringing together professionals, owners, retailers, and leaders to shape the future of the sport. Williams Athletic Club will be located in The Retreat at Booth 7643, where the brand’s Founder, Susi Proudman, will present its latest collections and offer a firsthand look at what’s next in the brand’s expansion.
“Being part of the PGA Show underscores the momentum behind Williams Athletic Club as we continue to scale thoughtfully within the women’s golf and lifestyle space,” said Susi Proudman, Founder and CEO of Williams Athletic Club. “The show represents a key growth milestone for the brand, allowing us to deepen relationships with retail and industry partners while presenting our product offering that blends technical performance with refined, modern design.” — Susi Proudman, Founder & CEO, Williams Athletic Club
At the show, Williams Athletic Club will showcase Volume III, available for immediate delivery, featuring the brand’s best-selling outerwear, including the Kaylee Jacket and Luna Vest. The assortment includes an expanded lineup of polos crafted in the brand’s signature Supima cotton-polyester blend, alongside new ultra-lightweight high performance styles designed for high-heat summer play.
Also debuting at the PGA Show is The Monogram Edit, a refined spring capsule (March 2026) featuring a lightweight skirt and polo set designed for both golf and tennis, balancing ease of movement with understated elegance.
In addition, the brand will preview Volume IV, an upcoming collection inspired by a return to heritage dressing — an era when statement style was defined by fabric, cut, and craftsmanship rather than overt branding. Volume IV introduces new outerwear silhouettes, including a waxed cotton cape, soft puffer wrap jacket, and innovative DWR-treated hoodies designed for unpredictable weather. The collection further expands Williams Athletic Club’s investment in polos and performance tops with new 3/4-zip styles for core play and lightweight cashmere layers for transitional days, alongside the brand’s signature pants and skirts, continually refined for consistency, longevity, and craftsmanship.
Williams Athletic Club x PGA Show Exhibit Details
The Retreat, Booth 7643
Wednesday, January 21 – Friday, January 23, 2026
Wednesday & Thursday: 8:30 AM – 6:00 PM
Friday: 8:30 AM – 2:00 PM
Press and industry professionals are encouraged to schedule appointments in advance. Contact details to formally arrange a meeting are included below.
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.
About PGA Golf Exhibitions
The PGA Show and PGA Buying Summit – Frisco are organized by PGA Golf Exhibitions (part of RX) and the PGA of America. Since its inception in 1954, the PGA Show has grown into the largest annual business event for the global golf industry. Both the PGA Show and the mid-season PGA Buying Summit drive the business of golf by providing opportunities to showcase and source innovative products, develop professional networks, learn new business strategies, and connect with peers and golf leaders. Learn more at PGAShow.com and follow us on “X”, Instagram and Facebook.
For Press Inquiries or to Schedule an Appointment
Kerry Aronchick
EVP & Lifestyle Partner, Optimist Consulting
karonchick@optimistconsulting.com
Wholesale Inquiries
Wayne Webster
VP of Sales, Williams Athletic Club
wayne@williamsathleticclub.com
