Turtleson
Turtleson is a US-based golf lifestyle apparel brand founded in 2011 in Bristol, Tennessee, designing and selling performance polos, layering, outerwear, and accessories through direct-to-consumer e-commerce, 200+ wholesale stockists, corporate sales, and licensed collegiate programs.
- Company typePrivate
- Founded2011
- HeadquartersBristol, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Turtleson does
Turtleson is a US-based golf lifestyle apparel brand founded in 2011 in Bristol, Tennessee, by former Peter Millar executives Greg and Chet. The company designs, markets, and sells men's and women's performance apparel — including polos, sport shirts, tees, bottoms, layering pieces, and outerwear — built around its proprietary Standwell Collar, a bonded-fabric construction that achieves structural integrity without stays, buttons, or snaps, and marked by an 11-stitch signature on buttons honoring the founding year. Product engineering relies on performance fabrics with four-way stretch, moisture wicking, UPF protection, and wrinkle resistance, with selected pieces incorporating licensed brrr° active-cooling technology.
Turtleson operates a multi-channel go-to-market. Direct-to-consumer sales flow through turtleson.com with unit-based pricing spanning $35 hats to $855 outerwear and complimentary shipping over $200. Wholesale distribution reaches over 200 authorized stockists nationwide across resorts, private clubs, specialty stores, and team shops, with new retail partners subject to application review. A dedicated corporate sales team runs custom apparel programs for elite brands, private clubs, and teams, while a Collegiate/Fanshop sub-brand extends officially licensed apparel across 60+ universities, supplemented by a limited edition 126th U.S. Open collection. The brand is marketed through email (The Dispatch), earned media, and a network of brand ambassadors on the PGA, LPGA, DP World, Korn Ferry, and PGA Tour Champions circuits.
Turtleson firmographics
Firmographics- Name
- Turtleson
- Legal name
- Tutleson LLC
- Website
- https://turtleson.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Turtleson is a US-based golf lifestyle apparel brand founded in 2011 in Bristol, Tennessee, designing and selling performance polos, layering, outerwear, and accessories through direct-to-consumer e-commerce, 200+ wholesale stockists, corporate sales, and licensed collegiate programs.
- Ownership category
- akta.pro rank
Turtleson industry classification
Industry- Product category
- Golf Apparel
- NAICS
- Clothing and Clothing Accessories Retailers (458110), Clothing and Clothing Accessories Retailers (45811)
- SIC
- Retail-Apparel & Accessory Stores (5600), Wholesale-Apparel, Piece Goods & Notions (5130)
- akta.pro primary industry
- Golf & Tennis Performance Apparel (CRAAAEAF)
- akta.pro secondary industries
- Golf Apparel Retail (Men’s/Women’s/Youth) (CRAMAGAD), Outdoor & Active Lifestyle Apparel Retail (CRAAABAL)
Keywords
Where Turtleson is headquartered
LocationHeadquarters
- HQ city
- Bristol
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Turtleson business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations
Revenue model
- Direct Product Sales: Direct-to-consumer and wholesale apparel sales. Products include men's and women's clothing, accessories, and licensed collegiate apparel. Revenue generated through e-commerce transactions and wholesale orders to authorized retailers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard apparel pricing for polos, tops, bottoms, and accessories |
| Unit Pricing | Pay-as-you-go | Free shipping threshold |
| Unit Pricing | Pay-as-you-go | Ground shipping rate |
| Unit Pricing | Pay-as-you-go | Expedited shipping options |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels5 records
Turtleson product offering
Product offeringCore offering
Turtleson designs and sells golf lifestyle apparel for men and women, including performance polos with its proprietary Standwell collar, sport shirts, tees, bottoms, layering pieces, outerwear, and accessories. The brand sells direct-to-consumer through its own e-commerce site and distributes through over 200 wholesale stockists and a dedicated corporate sales program for custom branded apparel.
Product overview
Turtleson is a golf lifestyle apparel brand offering a unified product portfolio centered on versatile men's and women's clothing. The core offering spans tops (polos, sport shirts, tees), bottoms (pants, shorts, trunks), layering (quarter zips, hoodies, sweaters), and outerwear (jackets, vests, coats). Key differentiators include the signature Standwell collar on polos and the 11-stitch button detail honoring the 2011 founding year. The brand extends its portfolio through specialized sub-brands including the Collegiate/Fanshop collection (officially licensed for 60+ universities), the limited edition 126th U.S. Open collection, and the Essentials collection targeting corporate apparel and team outfitting. Additional services include corporate sales customization and wholesale programs for retailers and clubs.
Differentiator
Problem solved
Functional benefit
Products and services
- Men's Tops
Companies that use Turtleson
Customer profileNamed customers8 records
Segments3 records
Ideal customer profiles3 records
Turtleson technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Turtleson partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered minor and core.
- JonesminorTurtleson collaborated with Jones on the Ranger Cooler product, sold through Turtleson's accessories collection. The partnership created a co-branded range cooler priced at $80.
- PGA TourcoreTurtleson sponsors multiple PGA Tour players including Pierceson Coody and Trey Mullinax. Players wear Turtleson apparel during tournaments and provide feedback for product development.
- LPGA TourcoreTurtleson sponsors LPGA Tour player Emma McMyler, providing apparel and exposure through professional golf competition.
- DP World TourcoreMultiple DP World Tour players sponsored including Lorenzo Scalise, Dan Erickson, Jack Hawksby, Marcus Armitage, and Marcel Schneider.
- Korn Ferry TourcoreSponsors development players on the Korn Ferry Tour including Davis Shore, Jared Wolfe, Parker Coody, Derek Bard, and Nick Carlson.
- PGA Tour ChampionscoreSponsors veteran PGA Tour Champions players including Doug Barron, Joe Durant, and Charlie Wi.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Turtleson competitors and assessment
Company assessmentDirect peers
- TravisMathew: Golf lifestyle apparel brand offering men's polos, layering, and bottoms at premium price points with a strong tour ambassador program. Closely aligned with Turtleson in target customer (affluent golfers), aesthetic, and omnichannel distribution.
- Peter Millar: Premium golf and lifestyle apparel brand and direct competitor in the men's performance polo and layering category. Notably, Turtleson's co-founders Greg and Chet are former Peter Millar executives, making it the most analogous peer in product, customer, and pricing.
- Holderness & Bourne: Premium golf apparel brand specializing in performance polos, sport shirts, and layering for the country club and private club audience. Directly comparable in price points, customer persona, and golf-lifestyle positioning.
- Original Penguin: Heritage golf lifestyle apparel brand offering men's polos, sport shirts, and accessories at accessible-to-premium price points. Overlaps with Turtleson in golf-lifestyle positioning, men's apparel focus, and DTC-plus-wholesale distribution.
- Greyson Clothiers: Premium golf and lifestyle apparel brand offering performance polos, layering, and outerwear with a focus on fashion-forward design. Highly comparable in target customer, premium pricing, and tour-driven brand marketing.
- Dunning Golf: Premium performance golf apparel brand with a focus on technical fabrics and classic styling. Directly comparable in target customer (serious golfers) and premium performance polo positioning.
- Bobby Jones: Heritage golf apparel brand offering polos, sport shirts, and accessories aimed at traditional country club golfers. Comparable in golf-specific product focus and premium men's apparel positioning.
Broad incumbents
- FootJoy: Acushnet-owned golf apparel and footwear brand with deep PGA Tour ties. Overlaps with Turtleson in golf apparel (polos, layering) and tour-driven marketing, but is much broader and more established.
- Vineyard Vines: Preppy lifestyle apparel brand with a strong golf and country club customer base. Overlaps with Turtleson in affluent lifestyle apparel, but operates at broader scale with a wider product portfolio beyond golf-specific gear.
- Nike Golf: Mass-market performance golf apparel line leveraging Nike's global brand and tour sponsorships. Overlaps in golf performance apparel category, but operates at significantly larger scale and broader price points.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Turtleson social profiles
Digital presenceTurtleson financial estimates
Financial estimateRevenue estimate
Valuation estimate
Turtleson leadership team
Management profileNumber of profiles
Profiles2 records
Turtleson funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Turtleson M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Turtleson
What does Turtleson do?
Turtleson designs and sells golf lifestyle apparel for men and women, including performance polos with its proprietary Standwell collar, sport shirts, tees, bottoms, layering pieces, outerwear, and accessories. The brand sells direct-to-consumer through its own e-commerce site and distributes through over 200 wholesale stockists and a dedicated corporate sales program for custom branded apparel.
Is Turtleson a public or private company?
Turtleson is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Turtleson founded?
Turtleson was founded in 2011. It employs 11 to 50 people.
Where is Turtleson based?
Turtleson is headquartered in Bristol, United States, in the North America region.
How does Turtleson make money?
One revenue line is on record: direct Product Sales.
Who are Turtleson's main competitors?
Direct peers on record are TravisMathew, Peter Millar, Holderness & Bourne, Original Penguin, Greyson Clothiers, Dunning Golf and Bobby Jones. Broad incumbents are FootJoy, Vineyard Vines and Nike Golf.
Does Turtleson have an API?
No public API is recorded for Turtleson.
What industry is Turtleson in?
Turtleson's product category is Golf Apparel. Its primary akta.pro industry code is CRAAAEAF, Golf & Tennis Performance Apparel, with a secondary code of CRAMAGAD, Golf Apparel Retail (Men’s/Women’s/Youth). Its NAICS code is 458110 and its SIC code is 5600.