Jofit

Founded 2007 · Palm Beach, Florida, USA

Apparel & Footwear

#172

Global Rank

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Jofit launched in Palm Beach, Florida in 2007 with a simple thesis: women's golf apparel should be designed by women, for women, with actual fit and comfort as non-negotiable starting points. The brand was founded during a period when women's golf clothing was often an afterthought, men's designs scaled down or generic activewear repurposed without consideration for the specific demands of the golf swing or the reality of women's bodies. Jofit's approach centered on technical fabrics, strategic stretch placement, and silhouettes that allowed full range of motion without sacrificing coverage or style. The brand's core products, performance polos, skorts with built-in compression shorts, and moisture-wicking pants, became staples in pro shops and women's golf wardrobes across the United States. Jofit targets the everyday club golfer rather than the tour professional or fashion-forward consumer, building loyalty through consistency, durability, and accessible price points. The brand is particularly strong in the Southeast and among women's league players who value reliability over trend-driven design. Distribution runs through traditional golf retail channels including Golf Galaxy, PGA Tour Superstore, and independent pro shops, with limited direct-to-consumer presence. Jofit has maintained steady relevance by avoiding the extremes, it's neither aggressively technical nor overtly fashion-focused, instead occupying a middle ground that prioritizes practical performance. The brand faces increasing competition from both legacy apparel giants moving into women's golf and newer, digitally native brands with stronger lifestyle positioning, but Jofit retains a loyal base among recreational golfers who appreciate garments that simply work, wash well, and last multiple seasons without dramatic styling shifts.