Liz talks with Jackie Sorrenti, President and founder of Gals on and off the Green
I was so excited to talk with Jackie as she celebrates 20 years of success! She shared so much insight into her humble beginnings and how she has gone from strength to strength with her incredible venture! Since 2004, Gals on and off the Green has been a premier destination for Women's Golf Clothes & Accessories as well as Fashionable Sports and Country Club Classic Wear.
They collaborate directly with top designers of Women's Golf Clothes (And we are so proud that FAMARA is among them!) They pride themselves in providing women with feedback on fit, fabric, styling and sizing.
I hope you enjoy reading this interview as much as I enjoyed doing it! - Liz x
Liz: Congratulations Jackie – you set up Gals 20 years ago this month – Happy Anniversary! Tell me about it. What drove you to create this amazing golf store for women?
Jackie: Truth be told – I did not know I was going to open a women’s golf store!
During a successful career with more than 20 years in Information Technology – I was looking for a career change. I began writing several different business plans for a start-up business..although, I was not sure of what business! ( a flower shop, a gift store..and I was newer to golf.so naturally a golf store.)
As I dug in and began collecting data about the golf industry, I discovered that even 20 years ago, women were (and women continue to be) the fastest growing sector of the game of golf. That data point caught my attention – and the business plan for a women’s golf store became very intriguing and very compelling.
It was such an underserved market in golf!
Research revealed that Women often influence (if not outright make) the decisions in household spend, recreational time, vacations, etc. In a household with children, as the children went off to college or started adulthood – the “empty nest” syndrome set in..meaning there were both more time and more disposable income available (previously spent on the kids) – and often these households were already members of a private club.
For women who were getting involved in the game 20 years ago (and even now!) there were not a lot of places that offered much in women’s golf apparel – let alone offer a variety of brands and knowledgeable staff who could help with fit and styling. You most often would shop in a pro shop – with perhaps a single rack of mis-matched items..very few bottoms and no true “outfits”..and if you were not a size small or medium – you were simply out of luck!
Further, there were very few places that could provide guidance and reassurance to a woman as she started her journey in golf! There was no place to discuss how to check in for your tee time, where to change your shoes – why did ya need so many clubs - and what to do should you swing and miss!
Liz: Where did you set up your first store?
Jackie: Our flagship Gals on and off the Green location opened June 1, 2004.
Liz: Which brands were you carrying then and are they still going now?
Jackie: That is a great question! 20 years ago, the heavy hitters were Bette & Court, Tail, Nike, and EP Pro. (I could tell you a story about sending Nike skorts to Michelle Wie at Cherry Hills in Colorado when she was an amateur. but I digress!)
We have always had a commitment to work with and “bring along” women-owned “up-and comers” – there were some great women owned apparel and accessories brands that launched 15-20 years ago. Some were not able to sustain their businesses during the ups and downs of unpredictable economies. And some have succeeded! I am proud of Gals and all of our partners who continue to work together and bring great product to women in golf!
Liz: Did you have retail experience prior to setting up the store?
Jackie: NO! I was a 25 year IT professional! – which means I am a “data”/”information” Gal.and my spouse and business partner was/is a franchising Guy.
It might be hard to recall life “before Google” – but 20+ years ago, the internet was so in its infancy! When ya went to the US Small Business Administration website – there was a pretty sketchy word document that had about 5 basic questions as a business plan “template!” **chuckling**
I started several different plans at once and golf just consumed me. However, being a full-time working and traveling professional..it took months to complete the first business plan for a Women’s golf boutique. Once completed, I sent the plan to 4 or 5 different friends who were smart in business or who were also entrepreneurs) -- and there were so many redlines and mark ups that I couldn’t even recognize the plan!
I considered EVERY question or concern.addressed them all and resubmitted to each of them and that second iteration came back pretty darn clean.
Once a solid business plan was established – the next step was funding. While we were absolutely willing to commit personal start up capital, we knew we would also need working capital. We quickly learned that there were no small business administration funds available – no women/minority funds available – presentation after presentation – no, no, no, no!
And it was through golf – a simple acquaintance/friend through golf – on a random quiet, cold day in January (2004) – I was having lunch at the club. Another person popped in for lunch, and she and began to catch up on “what’s new with you?” I mentioned I had been working on this business plan for a women’s golf retail concept – a store only for women – where they are comfortable and free to ask questions and have options, no matter their age or shape or size – and that I simply could not crack the funding piece. My friend thoughtfully replied – well – I know the president of a small bank..i am sure I can get you an appointment – but the rest is up to you.
The rest is “History!” Gals on and off the Green opened in June 2004 – just a few months after that random and serendipitous meeting. THAT is just ONE of the amazing and beautiful things about golf.
It is not just sport.it is not just social.it is business.and where a lot of business happens! We do not want women excluded from the business that happens on the golf course! We want to help them feel confident to ask to be invited to that next corporate outing!
We want them to have the courage to take a clinic and know they are dressed properly and have heard a few tips on what to expect..to get involved in the 9 hole league..to take that bucket list trip to Ireland – and have the right gear and looks.
Life certainly was far more simpler and more predictable in a corporate IT job. I did well and had many successes!
Gals on and off the Green is different. It is a different kind of success. It is a success one Gals at a time–finding a great fit and confidence no matter if she is a size 8 or a size 18. It is success one Gal at a time for our team members! We have our VERY first employee hired day 1 in Pittsburgh – celebrating 20 years with us this month! Another associate 16 years.gals we have hired during their high school and college years, who remain with us – for events, remote online store work, social media, etc
We want to create an environment where every GAL – team member or client.receives the encouragement and positive feedback that promotes their confidence.to be the best Gal they can be right now. It is an amazing way to spend my days!
Liz: As women, we sometimes do not feel “worthy” to spend on ourselves – especially if our perception is we “need to lose a few more pounds” etc.
Jackie: As women – we sometimes do not feel “worthy” to spend on ourselves – especially if our perception is we “need to lose a few more pounds.” As women, we often put ourselves last – I will work longer hours; I will care for my children or baby sit my grandchildren.I will take care of my aging parents or aunt..I will volunteer at the church – or at the fundraiser for the community..WOMEN are who foster and spark success in the family and the community!! And then we feel guilty that we didn’t get to the gym or ate a cookie last night, right?!?
At Gals – we really promote the beauty of you – just exactly as you are today. You are worthy. And you are worth it. And while we will always support your journey to the next best version of yourself (career, family, health, fitness) – we want you to recognize you are exactly really, really good today. Just as you are.
YOU are worth a great outfit today..And when that becomes your go-to outfit - when you begin to realize a great fit and look allows you to look and feel better about yourself.you will come back to us for another one.
Meanwhile – that “data” Gal in me – helps us understand our business. We know every single item we have ever sold – with every brand – for 20 years. We know if we are selling more short sleeves than sleeves.more 14s and 4..and we can share that information with our partners to allow them to understand their contemporaries and where they fall short or do well.
Liz: What have you learned about women and shopping?
Jackie: No matter our career accomplishments, no matter how beautiful our family or friends – our philanthropy..no matter how well we play (or do not) – no matter the courage it took us to start our careers/whatever...we never feel good about ourselves! We rarely applaud ourselves our reflect on our successes!
Women come out of the fitting room and point directly the feature they dislike the most about their body type! And WE/Gals team only sees their BEST features..they have long legs.broad shoulders.and amazing hour glass figure.a great chest..a cute bootie.whatever! We see their best – and they see what they dislike. It’s kinda crazy! And as a result.our associates have learned to become more kind to themselves..and we are especially proud that our high school and collegiates are experiencing the TRUE beauty of a woman.as she ages and finds her way and gets more comfortable in her skin.
We are not Instagram selfies and TikTok women – we are truly beautiful women – and that is a powerful message to every woman who crosses our path.
Liz: How has the industry changed in the last 20 years?
Jackie: There has been a lot of change! There was a time if you were a woman and played golf, you dressed like your brother or father or partner! Today, I feel like we have options for every gal! You can be sporty gal, classic gal, fashion-forward gal, prints and patterns – or solids and staples. Golf fashion for women has truly evolved in the past 20 years!
There are also more women-owned brands – which we celebrate, promote, and support! I honestly believe nobody understands the fit and body types of women better than women! (Sidebar – there is a balance between “I am a woman and created this great skort in three colors.and have no plan to figure out ‘what’s next’.” These are intriguing – but not a solid business. If I bring in that skort, and a customer loves that skort, she will then ask – what is next – and often there is no answer.) versus a true “brand” – with a vision – and evolving collections – very much like FAMARA!
We are simply passionate about providing feedback to our partners to help them “do better” in their lane. And of course online shopping continues to evolve – it is a force in all business, no matter how big or small. And it is a very challenging aspect of retail.
We often get phone calls or emails before or after the purchase – we try to provide online shoppers with a similar experience to in-store. We want to be the avenue of knowledge for fit and lengths and styling, etc.
Liz: You used to have a store in Dallas but have moved to Naples.
Jackie: We came to the end our 10 year lease in Dallas in the spring of 2023 – and instead of renewing – we opted to open in the Naples FL market in September 2023. We now live part-time in Naples FL – and I commute fequently between the Pittsburgh and Naples stores.
Liz: Do you have an ethos that sets you apart from other stores?
Jackie: I think by now you can “hear” it – We are dedicated to helping women look and feel better about themselves – through fashion, employment, and education. We offer fit, fashion, and function for women of all ages, shapes, and sizes (double zero to 22).
We established our own educational scholarship foundation – the GALS Scholarship Foundation (www.galsfoundation.org) – where you do not have to be the BEST golfer. Women of all ages who participate in golf can share how golf has impacted them in a positive way. We have awarded 53 educational scholarships and have donated nearly $90,000 to First Tee programming in Pittsburgh – to their girls’ golf programming.
And we are in it for women-owned businesses and designers in Golf. It is time. It is time that we have women creating fashion and styling and sizing for women – and we are ALL IN! BRAVO, FAMARA!
Liz: Personally, what are your goals?
Jackie: Continue to impact women – women in business, women in fashion, women with families, women with careers, women in golf, create a community of supportive women, move the mark in fashion and golf fashion. We are not 30 years old, 5 ft 10 inches, and 135 pounds.but we are capable, we are ballers, we are stylish, we have means to purchase, and we want to buy stuff – that works for us. We have two mantras: Offering fit, fashion, and function (and fun!) for women of all ages, shapes, and sizes.one gal at a time. #onegalatatime #galsrule
Liz: What are your niggles?
Jackie: Size inclusivity, length inclusivity. Sure, we need some shorter length skorts. The majority of our customers are 50+ and fit and stylish. They want to be age-appropriate and have the time to play and the money to spend. Do not abandon her. We sell as many size 0-2 as we do 18s (I’m a data gal – I know this to be true).
Not every brand should offer double zero or XXS – and not every brand should offer XXXL. But in the industry, we should serve ALL women.
CONTACT:
Shop Online
Gals on and off the Green
7440 McKnight Road
Pittsburgh, PA 15237
Call: +1 412-630-8808
