EXCLUSIVE: Inside G/Fore’s Growth Plans – Including New Stores and Shoe Models – as Golf Continues to Heat Up
G/Fore is holding steady its growth plans this year as golf continues to rise in popularity in the U.S.
On Sunday, the Los Angeles-based golf footwear brand launched its newest shoe style – the MG4+ O2 G/Lock. According to G/Fore, the newest shoe updates its best-selling MG4+ model is designed to “bolster performance with an innovative sole design, breathable mesh lining, protective waterproof upper, and 3D molded removable and washable insoles.”
Mossimo Giannulli, founder and chief creative officer of G/Fore, told FN in an interview that the goal for this new shoe was to aid in the serious golfer’s performance with the use of advanced technology.
“We wanted to provide the professional golfer with a more athletic looking option that compares to the Gallivan2r G/Lock – the more traditional looking style, allowing golfers to choose between athletic and classic depending on their preference,” he said.
Giannulli added that the model also features a continuous TPU base plate with lateral traction lugs that provide the serious golfer with increased stability in tandem with the Softspike technology. Plus, the O2 system has a lateral traction pattern along the midsole for added cushioning, a molded external heel counter for support, a cushioned interior for out-of-the-box play, and an entirely waterproof exterior.
This newest launch comes as G/Fore continues to focus on growing its product selection. “We’ve evolved [our product] by adding more technical fabrications within our footwear categories, so the golfer has options that are really dialed into their play style,” Giannulli noted.”
And Giannulli isn’t stopping at just product. Over the past couple of years, the founder noted that G/Fore evolved its retail presence to accommodate the high traffic golf areas as well as the affluent customer seeking to add some vibrancy to their lineup.
Most recently, G/Fore opened its fourth brick-and-mortar location in Beverly Hills, Calif. Located at 401 N Canon Drive, the store joins G/Fore’s other retail shops in Scottsdale, Ariz; Palm Beach, Fla; and New York City.
The new Beverly Hills location continues the golf brand’s love affair with color. Fully embracing a blush facade and larger than life sculptures inside in signature knockout pink, the store offers men’s and women’s styles for both on and off the course.
With roots in Los Angeles, Giannulli is particularly excited about this new location. “It all started in southern California, so it was a no-brainer,” the founder said. “We finally found the perfect spot for our flagship location after searching for a few years. Located in the heart of Beverly Hills the store is only down the road from our HQ.”
Giannulli noted that he “looks forward” to continuing to grow and expand G/Fore’s retail footprint. “We’re looking to expand our retail stores and have a selection of top destinations in mind,” he said. “Stay tuned as details emerge in due time.”
G/Fore’s continued growth isn’t coincidental. In fact, it runs in tandem with the golf’s increasing participation numbers among Americans.
Indeed, the once-waning sport saw a record 47.2 million Americans participating in golf in 2024, a 4.9 percent increase from 45 million players in 2023, according to recent data from the Sports & Fitness Industry Association (SFIA). For comparison, total golf participation was at 34.2 million participants in pre-pandemic 2019.
Interestingly, the SFIA found that last year’s growth was driven by an 3.7 percent year-over-year increase in off-course play, which includes driving ranges and entertainment venues like Top Golf and Five Iron Golf, to 19.1 million people. On-course participation also rose in 2024 from the prior year by 5.8 percent to 28.1 million players.
Giannulli has noticed this growth as well. “Definitely, over the years we have started to see a younger demographic of golfers entering the market,” the founder said. “Everyone from serious players to people looking for versatility in their footwear so they can wear their shoes on and off course, to the gym, or even on the plane. We’ve taken this new wave of golfer mindsets into account, and we truly offer something for everyone from the traditionalist to the more modern player.”
But in the meantime, Giannulli is excited to keep giving his customers what they want. “Brand loyalists have made it clear that they want products for their everyday life, so we are working to expand our footwear offerings to include loafers and sneakers with the same comfort they’ve grown to love,” he added. “Loafers launch this month and sneakers launch this summer.”