Why This Former Victoria’s Secret Executive Started a ‘Respectfully Disruptive’ Golf Apparel Company
Editor’s note: To celebrate Women’s History Month, throughout March we’re spotlighting the women who have started, owned and run businesses in golf, from apparel to golf schools or golf courses.
Megan LaMothe • Founder/CEO • Foray Golf
Megan LaMothe discovered golf as an adult. A drive started during a 2011 shooting session at Chelsea Piers got her hooked. She loved sports, but the clothing options left her wanting more. LaMothe had been in the fashion world since her 20s and worked at Victoria’s Secret for five years. She realized that the best way to get the golf apparel options she wanted would be to make them herself.
“Foray started because the first rounds of golf I played, the only things I understood I was supposed to wear were Gap khakis. The only options available were really smaller men’s products” , LaMothe said, “At Victoria’s Secret, clothes were treated like a science and a work of art. We realized that if we focused on that, we could really do better.
Foray’s creative director Andrea Ashton was at Victoria’s Secret with LaMothe. She was design director for Body by Victoria.
LaMothe’s motivation for starting Foray also included a more personal reason.
“Foray also started because I had a daughter, Rae,” LaMothe said. “When I became a mother, I saw everything I did as a lesson. You see children miming what you do, they repeat what you say. For me, I wanted my career to have a positive influence on her and show him and teach him something.”
In 2017, Foray launched its first line, focusing on the fit, quality materials and details that LaMothe found lacking in women’s golf apparel: pockets in useful places and tape at the bottom of the shorts under the skirts so they don’t ride up.
The focus is also on fashion. Based in New York, Foray’s designers use the fact that the company is based in one of the fashion capitals of the world to inform their style decisions. Sensitivity to trends and fashion is key for LaMothe because without it she doesn’t feel like herself on the golf course.
“When I started playing, I was going to the pro shop and there was nothing relevant in the fashion world. At best, it was a year late,” she said. “You would go buy clothes to wear to work or go out and then you would go play golf and look like totally different. the person. It was like a costume, it’s not about you, you don’t feel confident in it and you can’t express yourself.”
With Foray, the possibility of self-expression is easily accessible. The brand runs in limited edition, so new options are always at hand.
After half a decade of activity, Foray has kept the same objective: to serve the female golfer and frequently offer her trendy options, well fitted and made with quality products. LaMothe also strives for Foray to be “respectfully disruptive.” And she always works with Rae in mind.
“The modus operandi is ‘How would we like Rae to behave right now? Even when it gets really tough,” LaMothe said.
As the business has grown, LaMothe and the Foray team have faced unique situations of being a women-led business in golf.
“In general, the people are great,” LaMothe said. “In some cases, we had to prove that we were a ‘real’ company. We get asked things like, ‘Can you embroider?’ ‘Can you ship?’ ‘Can I make a special order?’ And it’s like, ‘Yeah, sure.’ We’re not like in our basements sewing this thing, it’s a business. A lot of my friends who are guys who have businesses that size, they didn’t have to – I don’t want to make it a guy versus girl thing – but they didn’t need to have the same proof. Lots of guys just take other guys at their word. For us, we have to prove it first.
Foray’s clothing can be seen on CBS golf reporter Amanda Balionis, LPGA Tour winner Bronte Law and others. The company has also branched out into other product categories. A sportswear line was launched in 2022, after players from the LaMothe sae tour posted photos of themselves playing golf in Foray and then working out in the gym in the clothes of other companies.
“Every product is a learning experience,” LaMothe said. “Everything is there to make us better. It’s a bit like being a parent. »
Rae was 1 when LaMothe started working on Foray. LaMothe knows she and the company have an influence on her daughter after she recently attended a parent-teacher conference where Rae’s teacher talked about how Rae sits in class and designs clothes.