Women's History Month
Why this former Victoria's Secret exec launched a 'respectfully disruptive' golf apparel business
Editor’s Note: In celebration of Women's History Month, we're shining a light throughout March on women who have created, own and run businesses in golf—from apparel, to golf schools, to golf courses.
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Megan LaMothe • Founder/CEO • Foray Golf
Megan LaMothe found golf as an adult. A launched drive during a range session in 2011 at Chelsea Piers got her hooked. She loved the sport, 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 the best way to get the golf clothing options she wanted would be to make them herself.
“Foray started because the first rounds of golf that I played, the only things that I understood I was supposed to wear were khakis from the Gap. The only options out there were really men’s products that were smaller,” LaMothe said. “At Victoria’s Secret, clothing was treated like a piece of science and a piece of art. We realized if we focused on this, we could really do it better.”
Foray’s Chief Creative Officer, Andrea Ashton, was at Victoria's Secret with LaMothe. She was the Design Director for Body by Victoria.
LaMothe’s motivation for starting Foray included a more personal reason, too.
“Foray also started because I had a daughter, Rae," LaMothe said. "When I became a mom, I saw everything I did as a lesson. You see kids mime the things you do, they repeat the things you say. For me, I wanted my career to have a positive influence on her and show her and teach her something."
In 2017, Foray launched its first line, focused on fit, quality materials and the details LaMothe found lacking in women’s golf clothing: pockets in useful places and grippy tape at the bottom of shorts under skirts so they don’t ride up.
The focus is also on fashion. Located in New York, Foray designers use the fact the company is based in one of the world’s fashion capitals to inform their stylistic decisions. Awareness of trend and fashion is key to LaMothe because without it, she doesn't feel like herself on the golf course.
“When I started playing, I’d go into the pro shop and there was nothing that was relevant in the world of fashion. At best, it was a year late," she said. "You’d go buy clothing that you’d wear to work or to go out, and then you’d go to play golf and you’d look like a totally different person. It was like a costume, it doesn’t relate to you, you don’t feel confident in it, and you can’t express yourself."
With Foray, the opportunity for self-expression is readily available. The brand works in limited-edition drops, so new options are always just around the corner.
Half a decade into business, Foray has kept its focus the same: Serve the woman golfer and give her frequent options that are on trend, fit well and are made with quality products. LaMothe also strives for Foray to be “respectfully disruptive.” And she still works with Rae in mind.
“The modus operandi is ‘How would we want Rae to behave in this moment?’ Even when it gets really tough,” LaMothe said.
As the business has grown, LaMothe and the team at Foray have faced some situations specific to being a female-run business in the golf space.
“In general people are great,” LaMothe said. “There have been some instances where we’ve had to prove that we’re a ‘real’ business. We get asked things like, ‘Can you embroider?’ ‘Can you ship?’ ‘Can I do a special order?’ And it’s like, ‘Yeah, of course.’ We’re not like in our basements sewing this stuff, it’s a business. A lot of my friends who are guys who have businesses of this size, they didn’t have to—I don’t mean to make it a guy vs. girl thing—but they didn’t have to have that same proof. A lot of guys take other guys' word for it. For us, we have to prove it first.”
Foray's clothes can be seen on CBS golf reporter Amanda Balionis, LPGA Tour winner Bronte Law and others. The company has also branched into other product categories. A sportswear line was launched in 2022, after seeing LaMothe saw tour players post photos of themselves playing golf in Foray and then working out in the gym in other companies’ clothes.
“Every product is a learning experience,” LaMothe said. “It’s all input to make us better. It’s a lot like being a parent.”
Rae was 1 when LaMothe started working on Foray. LaMothe knows she and the company are having an influence on her daughter after recently having a parent-teacher conference where Rae’s teacher talked about how Rae sits in class—and sketches clothing designs.