The Big Swing with Jimmy Roberts17 Dec 2025

S E8: Peter Millar's Scott Mahoney on Building Golf's Most Trusted Lifestyle Brand

"How does a $4M sweater-focused business become a modern lifestyle powerhouse with a “customer-first” reputation across golf, office, and everyday life?

In this episode of The Big Swing with Jimmy Roberts, Jimmy sits down with Scott Mahoney, CEO of Peter Millar, to unpack the real story behind one of the most influential brands in golf apparel — and why “looking like a Peter Millar person” might be the ultimate compliment.

Scott shares the unconventional path that brought him from industrial gas sales to the apparel world, the lessons he learned at Ralph Lauren, and the moment he saw a hole in the market: premium, tasteful product that could take you from the course to the office to the weekend — without losing authenticity.

They get into:

The origin of the name “Peter Millar” (and why it’s a great brand name)

Turning a sweater brand into a true lifestyle company (shoes, swim, performance, and beyond)

Why COVID was a major inflection point — and how Peter Millar became the new “work uniform”

The company’s obsession with service (including the legendary “one shirt” story)

Culture as a competitive advantage — from a “start with yes” mindset to sending flowers when teams travel overseas

Why Peter Millar leaned into stores (and how they think about omni-channel growth)

The small details that build loyalty (yes, including the mint in the box)

The new NFL licensing launch — and why it’s a long-term growth engine

Scott’s “Big Swing Moment” — leaving a great job to bet on a brand, with support from the people closest to him

Smart, funny, and packed with real lessons on brand building, retail strategy, and customer experience — this one’s a masterclass for anyone who cares about where golf (and golf style) is headed.

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#PeterMillar #ScottMahoney #TheBigSwing #GolfBusiness #JimmyRoberts"

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