How Fore All is Disrupting the Women’s Golf Industry

we’re not selling on social media. We’re just community and we’re providing like entertainment on social media. Obviously, I’ll attach a link so that they want to buy the outfit I’m wearing, that’s easy, but it’s not “Hey, buy this now.” Welcome to the Know Your Ship podcast presented by eHub. I’m your host, Frank Dolce. Where did you grow up? So, I grew up in Indiana. Small town USA. Uh-huh. Right out of high school, went straight to Arizona State University. I was between Tennessee and Arizona State and I was like, “You know what? If I’m going to go, I’m going to go.” Mhm. So, I went across the country, West side. And I Best four years of

my life. And then, well, so then after that, I went straight to LA after college, immediately. And spent six years there. Right in the heart of West Hollywood. And then, was in Santa Monica for a year. And then, I met Four All. And I was an independent contractor for them for a while. I was actually working at Ghost Golf, which is another golf brand. It’s actually the bag I gave you. Yeah. That shoe bag. So, we did a collaborative golf bag with Four All. Four All was like brand new, 1-year-old. I get on the phone, the creative director Austin from Four All is like, “Let’s do a bag collab. Let’s direct a shoot together.” And

so, we ended up going through with it. I met the team on a photo shoot where I was dueling as model and um director. Mhm. Which is the story of my existence, I feel like. I’m always like producing the shoot, but then also somehow ending up A dual role. Yeah, cuz I hate attention, you know. You don’t like it. Oh, no. You like to stay in the background. Yeah, I’m so quiet, introverted. It’s really hard for me to be in front of the camera. Is that because of your Midwest background? No, um I grew up dancing competitively. So, my mom I was talking with my mom this weekend because I actually got on stage with

Nick Carter this weekend and sang a song with him. I don’t know if you know ‘N Sync. Wait, you just said you were dancing, but now you’re singing too? Yeah, well, you know, I can’t really sing but I can dance and so sometimes I think my moves distract from the noise. And but my mom when I was young, she used to always we’d be like on vacation and be like at a luau and they’re like, “Hey, uh who wants to come up on stage and you know, kids on stage be a part of the luau?” And my mom was like, “You’re going up there. You’re the dancer.” Did Were you reluctant to do that or

back then I was, but now I’m like, “It’s my duty. I have to get up there.” You get up on stage, they don’t have to ask. You just walk up. you know, in my head I’m like, “Oh, no, I don’t want to.” But like one foot in front of the other is stepping to be on stage. And so yeah, this weekend I was with Nick Carter. It’s It was hilarious. Did you golf? Were you a golfer? Yeah, in high school. Okay, that because you have a really nice swing. Like you if you watch this your posts, there’s Anything for the gram. Anything for the gram. didn’t play in college, you played in high school. Yeah,

so high school, I danced competitively like I said. And then my dad was like, “Hey, you need to do something at your school.” Cuz I was dancing outside of the school competitively. On like a team that was like private. uh-huh. And then he was like, “You need to do something within the school.” And so I tried basketball because obviously Indiana Hoosier state. And my dad played basketball in college. So imagine his disappointment when, you know, I just wanted to dance on the basketball court because it was so easy to do turns on. Yeah. So I tried to teach the girls um dances during practice cuz he was the coach and he kicked me off and

was like, “You know what? You need to still be involved in school.” And so I picked up golf. And I took that more seriously. I really liked that. Um but then it got too much. I feel like at that age whenever and I this is like a testament of testament of time with girls who, you know, are in high school golfing, it’s too much on their mental capacity at the time because I feel like you’re not emotionally like at the level to be able to be like, “You know what? I can get through this.” You have to be really emotionally strong in golf. Golf is such a head game. And so I feel like I

was like, I’m putting the clubs up after senior year cuz I just was not getting better and it was frustrating me. And so for college I didn’t golf. I would come home and golf with my dad here and there, but very, very leisurely. And then COVID hit and I was stuck in Indiana with my family. There’s I’m an only child. Shocker, I know. And I was like, I got to get out of the house. And so I would go and golf cuz in Indiana they don’t, you know, you you can golf still. It was fine. COVID days. Love it. And the fact that my entire life has led to, you know, me being so involved

in golf Mhm. is amazing. Well, that’s what I was curious about. Yeah. By the way, we’ve never We haven’t done a proper introduction. This is all lead up to Megan Heaton. Oh my gosh, we’re so grateful for you to be here. Yeah, I’m here, you know, because we met Yeah, at your event. At Yes, and that was on a golf course, the driving range at Thanksgiving Point. Beautiful course, by the way. Mhm. Great event. Lots of really powerful women were there, which was awesome. It was. Especially with me coming from LA and having no friends and getting to meet other women who I probably don’t have friends cuz, you know, they’re working. So I find

it hard to believe that you would struggle finding friends. Is that a thing? Maybe not finding them. I think it’s more I just haven’t been able to like go out and socialize here in Utah since being here for a year, which is crazy to say. But we travel so much as a brand. We’re a startup. We’re small. And I have a I have a great position in the company and so I I like to be front-facing. And if I do have a weekend where I’m here, a lot of times my friends will come and visit cuz they want to like see my new life cuz they’re so like, “Wow, why did you just move to

Utah? What are you doing?” And I’m like, “No, it’s sensational. You have to come visit.” Um, and then funny thing, which we can get into, but the For All is run by family. It’s full family. Like top to bottom, family is working. It’s very family business. And it’s amazing, but I feel like they’re my friends and my family. Like all my people all the people I work with are also my friends because we don’t stop. Mhm. I want to talk about For All, the business and how you’re involved with it. Uh but I’d like to figure out how you got there. So, I want to go through that story, but just as a start, give

us the overall view. What is For All? Okay, so For All is an I don’t mean to brag, but we are the fastest women’s growing golf brand right now. And our entire mission is, you know, to give women a place in such a male-dominated sport. And Jen and Michelle, who are the co-founders, they’re amazing. They’re hilarious. They’re smart. They’re stylish. They’re beautiful. Um Michelle is actually married to Mike Weir. And then Jen was Michelle’s stylist and has always been in business. And I mean fashion stylist, not hair and makeup. Please, Jen, don’t ever do anybody’s hair and makeup. I love you though. Um but no, so they’re friends. Michelle was on The Bachelor Bachelor at

Bachelor, I don’t remember which one, but one of the B’s. Yeah. And she she gets off the show and you know, ends up getting engaged to Mike and is like, “I got to start golfing.” And Jen just around the same time is left out of a business conversation on the golf course for a company that she was starting because she didn’t know how to golf. If you know anything about Jen Biggy, that is not going to fly. Not going to fly. And so, they came together and they’re like, “We got to start golfing.” And to do that, to go to Mike’s very very prestigious country club, Hidden Valley. Valley. Yes. You have to have a

collar. And Jen and Michelle, they didn’t own a collar at that time. A collar? Yes, like this. about a shirt with a collar. Like this one that I have popped out of my blazer here. Yes. Um and so they go to the store. I think they went to a Uinta store. No. And they were horrified cuz it’s shrunken or disgusted. It was shrunken pink at the time. Men were shrinking and pinking polos, which no offense to men because our design director is a man right now, but that was not working for Jen and Michelle. Now fast forward, they started hosting it is shrunken. shrunken So they were taking, if I’m understanding this correctly, Yes. you’re

saying that the women’s golf apparel industry was built around taking men’s golf clothing and making it more fitted for women and coloring it pink. Yes. Okay. Absolute I stand on that. Okay. That was that was the protocol. And so anyway, so fast forward, they don’t start off as a brand at first. They’re like, okay, there’s a need in the market for this. For sure. There’s so many men here, there’s no women here. We have to, you know, there’s a gap here that we need to see through. And so they started hosting meetups. Actually a Thanksgiving point, I think was their first one. Mhm. And there’d be like a lesson or just be a driving range

session that’s super light, like making it very attainable, comfortable, and like confident confidence boosting for women. Mhm. Um And so they started selling out of events. Like every time they did an event, it was like sold out, sold out, sold out. That one That one went on for like a year, I think. And then Worldwide Golf comes in, sees what they’re doing. I think Michelle or Mike had had like a good relationship with someone at Worldwide and they came in and they were like, you guys need to make a clothing brand. And so they started designing and they brought in Mikael, who’s our fashion designer. She’s amazing. She was on Project Runway. I think she

won Project Runway. And they just started designing and making clothes. Probably very merchy at first. Like, you know, t-shirts, sweatshirts and like a polo and then that was in 2020, I want to say 2023 or 2022, end of 2022 was the first collection. I think it launched in December and then, yeah. Ever since then we’ve just we’ve been getting crazy. There’s wild. Wild. I mean, in terms of in terms of golf being male-dominated, yeah. I think that’s true. Um [clears throat] but women’s golf is I I wouldn’t even say it’s coming along. Like, it’s arrived. Women’s golf is a real thing and there’s great personalities associated with women’s golf right now and it’s very high

quality. It’s really good TV. Yes. So and and there is that there is a a mismatch. There’s an there’s a real opportunity in that. I mean, I don’t know if I’d call it shrink it pink but but but women’s golf apparel has been lagging behind. Like, if I walk into a golf store, I have a thousand choices and still I think there’s something missing in men’s golf Right. Right. I feel like there’s there could be a little Do you have What do you think’s missing? Just out of curiosity, if For All was ever to do men’s clothes, what would you think is missing? Okay, so men’s golf apparel is blue, black, gray, tan. Right. Very

bored. yeah, I think you could do I think you could do more with that. And I think you could do more with the shirts. So, everything is a polo tuck-in. I think you could be more fashion-forward with the especially with the shirts. Everything is kind of this uh I don’t know, polyester sports Yeah. material. right? Yeah. Yeah. I’m not saying saying you need to go back to the old old times, but old if you look at classic men’s golfers way back when. Nobody can golf like that now, but they used to wear like a vest and a jacket and a tie Yeah, and while they were playing. The prints and the textures they were doing.

I’m like, let’s go let’s bring that back. Same for women, too. I was looking at this post from the LPGA where I was like women in the ’90s golfing. I’m like, oh, so good. So good. And also question is for the fit, what kind of fit are you liking? Are you liking a bigger, baggier, like looser fit? Are you liking it more tight, structured? I’m just curious. On I don’t want the Tiger So, in his heyday, Tiger Woods do you Did you see Tiger Woods gear? Like it was hanging off of him. It was so everything. No, we don’t want we don’t want that. But, I’m not like a skinny jean guy. Like that’s not

Don’t I don’t want that. So, when a nice athletic fit. Yes. It doesn’t have to be form-fitting, but athletic. Right. Right. And yeah, and functional. But, it had it could I think you could in improve on what is happening there. Okay, so let’s get back to this. Okay. Uh did you You You went to grew up in Indiana, went to Arizona State University, studied marketing and Did you study design as well? No, marketing, media analysis, and international business. Got you. Okay. Did you What did you want to do with that degree? Did you want to go into marketing? Did you have a design thing? I wanted to go into marketing, but when I’m like sitting

in class and they’re talking about marketing agencies, I’m like, yeah, right. No? Yeah, right. No. And but at the time, Instagram was really Do we still say popping off? Cuz it was popping off, well. I think you just said that. Let’s bring it back. Okay. It was popping off and I was starting to gain a following just due to like having photo shoots with [snorts] photo shoots that I would direct Mhm. with my sorority sisters like in our Theta gear cuz we were really into like making cute Theta gear and one of my one of the like older sorority sisters, I can’t remember what like alumni is, started a company where she was designing like

sorority gear for all the different sororities and because she was a Theta, we always got the best stuff and then we would always go out and shoot content in the middle of the desert thinking we were really Mhm. we were really creative with the iPhone. Yes. You were. And and we were and we would post that and it would just I feel like Alabama sees this a lot too where you just you kind of go viral because people want to see like other girls that are getting into sororities like when I was like studying like what’s going on what people are wearing and cuz it’s it’s very intimidating to get to go through rush. Mhm.

Anyway, so that following is growing during college and it continues to grow all four years and by the end of my senior year, I think I had like 50,000 followers on Instagram, which back then was like pretty pretty cool and I was like, you know what? I’m just going to go to LA and try to like intern or get a position at one of these like PR companies because the PR companies is where influencers and celebrities would go for gifting or it was still in the marketing realm, but like they would do events and I wanted just to start there and so that was kind of my goal. And I had my very best friend

of all time moving from Indiana to LA as well, and I hadn’t spent a lot of time with her since we she stayed at Purdue and went to college and I was ASU, and so I was like, okay, if I’m going to take on LA, I’m going to do it with you. Yeah. And so yeah, so I moved there and I applied and interviewed probably five different PR showrooms. Uh Infinity Creative, CLD PR, uh what was it called? I can’t remember the other one. It was the most popular I was so excited about this one. They all told me no. Uh-huh. I didn’t get it. And finally in one of the interviews, they were like,

why don’t you just do like influencer stuff? And I’m like, well, cuz I don’t I didn’t know anybody then. So it took me a full year to get like into the space, the influencer space. And I went to my first event with Infinity Creative. It was at this house in Malibu. It was like a wellness event, and I met like three girls and became friends with them, and they’re still my friends to this day. And that was kind of the start, and I ended up meeting a woman named Jules Newmark who owned Newmark Models, and she wanted to sign me to her modeling agency. Mhm. And she and she to this day is one of

my best friends, and And are you still aligned with Newmark? Yes. So well, I’m actually with So she ended up adding a division to her Newmark Models called The Guardian Management. Mhm. So there’s a difference between models and influencers or creators. And I was with Newmark and The Guardian Management for 4 years, and then whenever I moved here, I was like, let’s just do The Guardian, and if deals come in, we can just, you know, for like modeling if I have time, which I don’t. Um I’ll I’ll fly out and we can do that. But it whenever I was really ambitious, I thought that I would be able to make it still work. But now

I just do Guardian Management. I’m still signed with her today, and I take creator jobs here and there, influencer jobs, which is really fun. Mhm. Yeah. So anyway, I do that, and I end up going home for COVID. I pick the sticks back up, start making TikTok content. TikTok’s popping off then. Okay, what year is that? 2019? I don’t know when was COVID. 2020 Okay. 2019 Yeah. So TikTok’s popping off. I’m posting a golf swing which Yeah. to our point of it being male dominated, it was really rare and unique and interesting to see a woman swing a golf club or care about golf. Uh-huh. And so my page started to like kind of take

off with that. Um the whole golf thing and I started getting booked on modeling jobs for golf. Yeah. And through my agency and one of my first jobs when I got back to LA after COVID was with Ghost Golf. And their creative director Brian, who was just kind of temping in as they were This was a COVID baby, Ghost Golf was. Mhm. He met me on set and I was bossing everyone around, shocker. What? I know. Isn’t that weird? Does that just come naturally? Being bossy? Or do you just do you have to try to do that? Or is it just like I just show up and you’re like, here we go. I’m like, I

am in my zone. I’ve been cooped up. No one is safe today. And you’re going to do what I say. today? Yeah, today as well. Okay. Yeah, every day. Anytime I’m alive and my eyes are open. Prepare yourself. No, um and so he’s like, do you want to be the creative director? He’s like, I’m just temping in. I’m starting another business. He was older. He’s like, we need a creative director and you know, I think you’d be great for it and I’m like, no, I I’m a model and I’m an influencer and I don’t want to work in office job. Yeah, crazy, right? Yeah, that is crazy. That’s literally crazy. Yeah. I just didn’t want

to be in an office and thought I was like really going to walk with Gigi Hadid maybe. I don’t know. I did not. I’m five I’m five foot tall. God made me Are you only five foot tall? for a reason. Well, five five. Cuz I’m not the bigger person. That’s the joke. It’s a good one. I hope it lands. You know, you were making fun of me earlier for dad jokes and then you lay that thing down. a lot of those. Like that was I’ve got a lot of those up my sleeve. Boo, we didn’t like that at all. Yeah, they were that one she needs to go to bed. Yeah. Um and so a

year later I hear from Andy the owner and he was like Brian has mentioned you a couple times. I mean it was six months later. He’s mentioned you a couple times. He mentioned that you didn’t want to be in the office. He’s like what if we did like one day a week and then you were hybrid but you helped to lead my like creative and marketing team. Help me with content, directed photo shoots, like booked everybody cuz I was on set all the time and like I was kind of doing that in college anyway with like the girls like Yeah. It’s just in my blood. I love it. It’s natural. I love to create like

photographed and in video moments. Like it’s just Do you see it happening? I mean is it just like a very natural thing for you to Yes. The logistics really are natural for me. Mhm. Sometimes the vision is really natural for me. I like to take inspo from things like that I see and bring them into like for instance let’s say Rhode does something. I’m like how do we bring this into golf? Mhm. Right? Or you know, or like maybe like Gucci’s doing something and I’m like okay what how do we pers like personify this into like our branding as well. It just it inspires me and then it leads me to the vision I think.

I’m not as like creatively visionary as our creative director Austin but I am very good at trend forecasting um and I’m very aligned with For All the brand and so I feel like a part of me sees the vision but then we were on set sometimes there’s beauty in the magic of like all the personalities coming together that you end up casting and what the setting is. These are things you can’t even like forecast sometimes. It’s just the magic happens and I really love that and I’ve seen that be successful whenever I was directing at Ghost Golf. Um the things that are just messy and like unplanned that just like come up. You just have

to stay in that mindset, I think, when you’re on set. I think that’s really interesting. I think that’s a really interesting lesson as well for being in a circumstance like being prepared, having a plan, but then being able to adjust in whatever is happening. I like to call it leaving a little wiggle room. Mhm. Mhm. So, it’s like, okay, this shot will if I’m creating a shot list, this shot’s going to be from 10:00 a.m. to 10:10, and then I’m going to give myself till 10:15 for anything like funny, crazy, silly, wild, creative that comes to mind. And sometimes it doesn’t, and I’m like, all right, move on. Let’s get ahead cuz I might have

a big one later. Something else is coming, but right now it’s nothing. right now I’m asleep. Um though, and so I did that for 2 and 1/2 years. I ended up saying yes to his offer to Ghost. to Ghost Golf. So, I’m working at Ghost. I actually ended up taking on more time there. So, I would go there 2 days a week, and I would drive from Santa Monica to Lake Forest, which near Irvine. Yes. And Andy had like a second home that I would just stay in. It was like literally my home. He never was there. It was just he just had, you know, bought it or whatever, and so it was really nice

that I could go up, stay the night, work 2 days, drive back. Mhm. And so, I started doing that, and I would just loved it. I love I loved being on uh the bigger picture side of it not just being the Megan show. But I do love the Megan show. But it was really nice. I’m not sure you mentioned that. Yeah, the Megan Yeah. the Megan show, but we were all kind of leading up to that. Okay, I want to get to Ghost. I mean, not Ghost, I’m sorry. I want to get to Four All because all of these things that you’re talking about, when you landed at Four All, do you feel like this

was like this was the perfect lead up to For All? Did all of this experience seem to naturally align with what you with this opportunity? I have never experienced such a like I’m just following the path and it led me to exactly where I needed to be situation in my life. And it was all like I felt cuz I was on my own like my parents are in Indiana. They don’t know much about my space or like anything like that. Mhm. And so like I’m at Ghost Golf For All calls but they want to do a bag collab. I end up meeting them in Vegas to direct the shoot. The bag is amazing. I fall

in love with the For All team. I’m like these people are crazy. I am these are my people. Couple weeks later they ask me to model in their spring shoot. Mhm. I’m like heck yeah. Spend like a week with them in Palm Springs. Like so much fun to be on set with them cuz Ghost Golf is products so it’s very technical and For All’s like very personality driven and I I have a very big love for personality and I watched Jen is absolutely hilarious. Michelle is hilarious. They are the brand and I felt like I was like the missing link there. And so I started contracting with them then. I’m still in LA. Mhm. And

so for probably like 6 months maybe a year actually I’m just contracting for them. I’m helping with shoots. I’m helping produce shoots. I’m flying to Utah once a week. I’m flying to tournaments with them once a week. I went to Waste Management Players Nope, not Players. Waste Management, Genesis, The Masters, JM Eagle with them while I’m just contracting so it’s like every week I’m traveling. And I’m in LA once a week and I’m paying $6,000 in rent. And this is all hitting at the same time and so we end up having our Women’s Golf Week event with For All Mhm. um in LA cuz I was helping also plan that for them. And this is

where the story gets juicy. Are you excited? I am on literally on the edge of my seat. Perfect. That’s exactly where I want you. So, this is like trip number I’d say three or four where Jen had called me and said, “Instead of me going, I’m going to send my son Taylor.” Jen is going to send her son Taylor to the event. To where like it was a invitational or like a meeting or to pick me up from the airport or whatever it was, Taylor ended up being the one that she started sending and him and I built this like really close friendship and I respected what he was doing for the company cuz he

was the design director, but also was handling operations and uh logistics and warehouse. Like he wasn’t just designing anymore because she had to take a bigger seat and like growth and so he was really working on the back end and getting good at that and I just respected everything that he was managing including his team and also he’s 25. Uh-huh. And I’m 30. He’s 26 now and I’m 30. Uh-huh. And anyways, so this this women’s golf week comes up and it’s in LA. My roommate had moved out so I had an extra bedroom. And Jen calls me and we’re small business and she was like, “Hey, I don’t have budget to get Taylor a room

and all the rooms are filled. Can he just stay with you?” in LA for this event. Uh-huh. And I was like, “Sure. That’s my best friend.” Oh, you had built this relationship with Taylor. Yes, best friends. Best Okay. And work and great work colleagues like super and then we fall we fall in love. I Fell in love. And then we fell in love. And as a Capricorn working with my husband is my dream. What? Let’s talk business at dinner. Let’s talk business That’s our pillow talk. Are you now married? Not yet. It’s only been a year. July July 4th is our one year. So it’s been a year and almost a half. Well, okay. I

mean, I I I’m kind of a conspiracy theorist a little bit. Okay. It feels like Jen maybe was doing this on purpose. I’m hoping at our wedding she finally admits to that. Like it’s my one wish. I’m like you facilitated this. She’s like no, I had no clue. She’s such a Don’t you think she’s lying? I don’t know her but I think she’s lying. I think Even if she doesn’t know she was doing it like something was like pushing her to do that. He pulls her aside at work one day like a month after we were like okay, we like each other and he’s like I like Megan. And he actually pulled Michelle in too

and was like I like Megan and they’re like oh good. That’s we love her too. He’s like no no no, I really like her. Like I like her like her. And Jen’s like well, does she like you back? And Taylor was like yes, we like each other. And that’s why I’m telling you that. And she was I think her words I think she was like shocked and then she was like you know if it was anybody and I’m like so happy she said this cuz I love her and I respect her and I didn’t want her to think that I was not respecting her, right? But she was like yeah, if it was anybody I

would like I would want it to be her. I would like want it to be Megan. So we got the green light and it’s as you were saying like this whole path thing it’s just been like here and Well, there’s another thing all aligned to it. Yeah, and Jen’s my best friend. She’s my boss. She’s my mother mother-in-law soon to be like boyfriend’s mom. All the stuff and this isn’t a relationship that caused workplace turmoil. No. This is a everybody’s on board. Everybody’s on board. Is there any concern about uh culturally how this your your small company small uh culturally if this is going to be challenging. You just mentioned that you your dream is

to work with your husband. That’s interesting. Yeah, I feel like I say it’s like a Capricorn thing but I just be a Megan thing but I’m just like I live and breathe to work. Like I’ve been a hustler since I was out of the womb. Like I was always busy and I love to be busy. I love to be like focused on building something and to have a partner where we’re like playing this game together that we get really good at. And then we win the game and then we’re going to go to the next game. And we’re going to fail together, talk it through, figure out a new strategy, win the game, then the

next game. And that’s kind of how we look at what we’re doing. We’re so passionate about it. We both are. Yeah. So it’s it’s like the most cohesive like work relationship situation ever and it’s the most solid relationship I’ve ever had. Like we are so solid. Like it’s it’s great. So it works. Where is he from? He’s from Utah. Utah. He’s a Utah guy. He is a full Utah boy. Got you. Yeah. Well, good for you. Thank you. Crazy. Yeah, that’s crazy. It’s super exciting. It’s a great story. Okay. Well, now let’s talk about the let’s talk about the I mean the alignment’s great. I love that leading up to where you are with For

All but now tell me what are we doing with with For All? You’re you’re a premier women’s golf apparel brand filling a space much needed in the industry. Yes. So what is your Like what is your focus? What are you working on? What are you thinking about as you’re attacking this particular industry? As the marketing director, the brand purpose is always at the like front of my forehead I like to call it. Everything I do leads with what is our purpose and so our purpose is we’re For All so we’re for all women right now. We do have some men’s clothes just so you know but um it doesn’t matter the level of golfer you

are, the size you are, the shape, the demographic, like the type of sport you’re even in. We want to support women and make them feel confident and seen and I mean we’ve got a LPGA player that’s signed in Paulina Gretzky Bouchard. Mhm. We work with creators, we dress moms, we hire very old women to model our clothes at photo shoots, which is my favorite thing. Mhm. Cuz it makes women we make women feel confident and like they have a space in golf and that try to make it less intimidating and serious because I feel like there’s so much etiquette and rules and we’re really trying to like be an educational piece for women, too. What’s

going on in the golf space? When are you allowed to speak and when are you not? Whenever somebody’s like in a backswing or not or like you need to fix your divot. You need to be on time for your tee time. Like Don’t walk in my line. Yeah, don’t walk in my line. is in my putting line. What are you doing? Correct. Correct. And just that Yeah, so it’s like it’s an educational side of it. Bringing all these different walks of life into golf and not just women who want to golf, but even women who are like not really sure, but want to be like golf adjacent. I think I’m going to forecast for 2026

that golf is going to enter this tennis realm where you don’t even have to play tennis to want to wear the clothes or like be a part of the culture. Well, that’s an interesting thing because you can take tennis gear off of the court and feel stylish and appropriate Yes. in everyday life, running to the store, doing whatever. Worn that sweater golfing? No. You haven’t. worn this sweater golfing, but I would I might consider it. But I typically wear a quarter-zip golfing. Like So, that’s the thing. For men’s golf um, and you can layer it. Like so, I could I could have my polo on, maybe it gets a little chilly, I put my quarter-zip

on, I have a vest, I could go out afterwards and it feels all very appropriate for on the course, off the course. Exactly. Absolutely. Golfing optional. So, it’s not just meant for the golf course only and I think that’s a huge mission of ours as well is that, you know, these clothes are for on and off the course and we’re really focused on the collegiate level this next year cuz I think, you know, inspiring them For female college golfers, their uniforms are terrible. I know, but maybe one day we can help. You should No, that’s the Like, you should get the exclusive contract to dress all of the female golfers in college. We want to

host like a college tournament in the summer and have all the girls like play against each other. Yeah. And obviously dress them cuz it would be off, you know, college terms. If they’re at a four-all tournaments, they can wear what they want. They’re not signed to do that. And so, we have a vision for that in 2026. And I mean, 2026 is going to be huge for events and community because that is what is most important to us. We have the most, excuse my language, but bad-ass community. Sorry. Of golfers, of people, of things. Female like community golfer. Golfers, non-golfers, they just love the brand. They’re so supportive. It’s very appealing. The brand is very

appealing and so nice. That’s also. Yeah. It’s It’s really appealing. How you portray it in the media is also very appealing and I think there’s there’s for especially for women who may not even be involved with golf, it gives you an opportunity to wear very fashionable clothing that you don’t have to You don’t have to take on the golf course. Exactly. And I think, you know, we’re kind of moving into this more lifestyle moment and we’re excited that we were putting Free People, that was one of Jen’s dreams, and Anthropology this year, which is cool. Those are like our dream places to be. Yeah. The Hallmarks, yeah. And you know, we’re also in Dicks, PJ

Superstore. Yeah. Scheels was in yesterday, which was awesome to meet their team. Obviously, all the Roger Dunn, Worldwide Golf, Uinta brands of the world. Yeah. And yeah, we’re starting to go more global, which is fun and interesting, and I studied international business, so it’s like one of my dreams to be involved in that. So, I think what’s really fun is seeing the growth right now, because as a startup, it’s more impactful, and you’re the small things pay off faster because we’re so small. Like, when you get more corporate, it takes longer, and like you’re already kind of you’re you’re higher, so it’s like it it takes longer to gain the wins, I think. And so,

I [clears throat] really love this stage we’re in, and it’s so fun, and again, it all goes back to our community and how they started with events. And these women, I feel like they’re all my friends, so Yeah. it’s hard for me to make friends like in Utah because I’ve so many friends within For All, which some are in Utah, which has been great. Absolutely. But yeah. So, what are the things uh what are the things that you feel like you are doing really well with the brand right now? Like, if someone’s building a brand, trying to build a brand, what would you say, “These are the things that we’ve done, we think they’re really

meaningful, we think you should do these things.” Okay, so I think getting really I kind of alluded to this earlier, but getting really surgical, I want to say, with your purpose, and leading with that. So, for us, it’s being relatable, being funny, not taking it too seriously, loving each other, supporting each other, like having, you know, cute clothes, funny content, and being very consistent with that, I think, is important. But the purpose I see a lot of brands that get too big and they lose their purpose. Lululemon is one and I love Lululemon, but I don’t know what they stand for anymore. And it’s bugging me cuz they’re they’re amazing. Alo too, I think some

of the things that you say yes to like Alo just said yes to a 400 or 500 Maybe it was more. bag that they’re selling now. It’s like a designer bag. And Alo’s like a sports athleisure brand, right? So it’s just interesting to me you’re selling like a high-end purse now. And so I think another thing that’s really important is to be able to pivot and if something’s not working or it’s not aligned, Mhm. like cutting it off immediately. I think that’s important. Um even with marketing like I’ll test things like, “Oh, let’s do like a really fashiony like try-on haul or like a video in New York City and like have a girl walking

in four all.” It doesn’t hit. People want to see us golfing right now. They want to see women golfing. They want to see personality. They want They want Jen to be, you know, on there being funny or me to like, you know, whiff a shot or something, you know? And they want to relate. They want to feel like they’re part of something. And the other thing that I would say for brands is what problem are you solving? Cuz it’s not about you. It’s about your community and your consumer. And so continuing to like nail that into the ground like every day. Um And you know, with social media, you got to really, which is what

I believe that our brand has really become built on like our social media is super important to who we are as a brand. We’re not selling on social media. We’re just community and we’re providing like entertainment on social media. Yeah. And then when they see the clothes like obviously I’ll attach a link so that they want to buy the outfit I’m wearing. That’s easy, but it’s not, “Hey, buy this now.” Yeah. “Wear this.” You know? Yeah. And yeah. Well, I mean you’re creating that sense of urgency by building a community, by building fans of the brand. And then, when you’re aligned, talking speaking about alignment, like the way that you are aligned with the brand,

uh the way that you align the brand with your community, then it a fan is much more likely to buy when they feel a connection. Yes, and something we like to do is get their input, you know? Hey, what color would you like to see in this, or which bag do you like better? Um what do you want us to restock? You know, we we have a community that’s even inner circle called the flock. Mhm. They’re called our flock, and we chat with them all the time. Like, tell us your wins. Like, what are you dressing up for Halloween at? Like, just very personable. So, I think being personable is still super important right now

in marketing. And marketing changes all the time, but having loyalty and genuine intent behind caring about the people that you’re providing your service for your product for, Mhm. they can see through that. So, you have to you have to really love it and be aligned with it. Yeah, I agree. I think that’s a great place to end it. And by the way, you guys do the best green in the market. Thank you. love the checker checkerboard kind of look. Socks? Yeah. Yeah, the checker was like our our hit, you know? That’s kind of what put us on the map, so I had to bring a little checker to the screen today. It’s amazing. Thank you.

Good for you. I’ve so enjoyed talking to you. This has been so fun. What a great story. I hope you come back and see us. I I we want to just continue following the growth and Let’s do it. everything that’s happening. And the next time you jump on stage with the former boy band member, Yeah. mhm, embarrass yourself and Oh, yeah. Hey, don’t you think we should have your founders come on the podcast sometime? 100%. think they would? Jen is amazing. Michelle is hilarious like, yes, absolutely. What if we did it at an event? Let’s do it at an event. Yes. Let’s do a For All event. We’ll come We’ll show up. We’ll do the

podcast. We let’s talk about this because we want to do a lot of local events, you know, Perfect. soon. Starting 2026, so I think that would be perfect. Well, best of luck. So great to have you here. Thank you for all of your time. Yeah. Where can people find you? You can find For All on Instagram, TikTok, forall.com or for.all and then you can find me on Instagram Megan Heaton, h e a t o n. Lots of good content. Megan, see you soon. Thank you. Thank you. Thank you. You’re amazing. Thank you for listening to the Know Your Ship podcast presented by EHub. Don’t forget to subscribe and leave a review.