Ep #50 – Behind the Brand Golf Podcast | Teleri Athletics, Teleri Hughes (Founder and CEO)

Paul Liberatore Paul Liberatore
August 9, 2021

We made it to Episode 50 of the Behind the Golf Brand Podcast. In this week’s episode, I interview my good friends Teleri Hughes, of Teleri Athletics. As a collegiate golfer at the University of Tennessee, Teleri had the incredible opportunity to work with young aspiring girl golfers at clinics and events with the team, […]

We made it to Episode 50 of the Behind the Golf Brand Podcast. In this week’s episode, I interview my good friends Teleri Hughes, of Teleri Athletics.

As a collegiate golfer at the University of Tennessee, Teleri had the incredible opportunity to work with young aspiring girl golfers at clinics and events with the team, travel for tournaments nationally, and even abroad to play for the National Ladies Welsh Team in the European Team Championships. Through these experiences, she learned just how important golf apparel is for girls and women, and spent time late at night sketching more designs and learning how to start her own business.

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Paul (00:00): What's Up guys, Paul from Golfers Authority. Welcome to Behind the Golf Brand podcast. This week I have Teleri Hughes from Teleri Athletics. I'm gonna take I straight up, blow it up. She's going to have a big brand, like I'll tell you a story later, how we found her. Well, our team did, but like essentially, like she's taking over the women's golf world. And so I wanted to expose her to her audience, but seriously, like it's crazy. I think it's really cool because I feel like women are underrepresented at golf and it's cool to see a woman on brand with like cool new designs and styles. So without further ado, welcome to the show.

Teleri (01:48): Thank you so much. I'm so excited to be here.

Paul (01:51): So where are you located? I'm

Teleri (01:54): In Knoxville, Tennessee. So go balls.

Paul (01:57): Did you go to Tennessee for college? I

Teleri (01:59): Did. I played collegiate golf for the labels. So you're division one golfer,

Paul (02:10): Right? Like, no, I went to Knoxville state division six. No, I'm just kidding.

Teleri (02:20): I'm a ball for life for sure. Bleed orange.

Paul (02:23): I love the Valls. When Pete Manning,

Teleri (02:29): I was at the Florida game in December and he sat right in front of me and I lie and I was panicking. I was with my teammate and roommate. We were going for my birthday and we were like, we asked for a picture cause he's like, you know what, God, he's a God at Tennessee. He's great. Oh my gosh. Yeah, he's amazing. And you know, he's um, with my teammate, we're playing at sweetens Cove next week for a tournament and you know, he's involved with sweetens Cove too. So yeah, he's just kind of where we're obsessed with pain. Meaning we should have gotten a picture, but we

Paul (03:10): Don't want it. No, we don't want to bother him. It could be on the bus, uh, sing a song with, uh, what's like interesting. Or they do that insurance commercial. Uh, yeah. Brad,

Teleri (03:23): Brad Paisley. Yeah, yeah, yeah. I would've cried. Oh my gosh. I should have so well, it's the Florida game and you know, he was focused on the game and already people were coming up to him and we just didn't want to interrupt his time. So, but next time I ha I have to, I can't give up,

Paul (03:47): You can tell us sort of 20 years now and your kids are going to be like, who is? And it can be like, Oh, well here's some highlight videos. And then they're like, why don't you give it autograph? I got a story. You hear a story? One time when I was like 14, where we are, we're in a town called Loughlin. It's like a hole in the ground, Arizona where it's like casinos. That's just in Nevada. But like my parents it's like a cheap, it's like a cheap version of Vegas. And like, it was like 10 o'clock at night. My dad was at the craps table and I was in the room, my mom and I was sleeping downstairs. He's like, just come down here right now. And I was like, why? He's like, you will not believe you're standing next to me. I'm like, who's off.

Paul (04:32): Okay. And I like, this is like 99, whatever, when they were filming this movie called like universal soldier, which was like, it wasn't junk. I mean, it was like really popular. I remember I went downstairs and I like had a napkin and he like cited that band down there. A good stories. Oh, drew Brees set in front of me in psychology class. I didn't know who he was though, because he was a freshmen and I was like, there's this? Um, well, it's like, Oh, that's a funny story. There's another story. Last year at the Phoenix open, I thought a story before on the show, but like the guys from Trulia, what got me like, you know, inside the ropes. Right. Because they were playing cause Jason, Jason, anyways, I can't think right now anyway. So I was at the tournament with, uh, the guys from Sterling's where Ryan, my son's name is Ryan.

Paul (05:28): Why would I forget that? See, anyways, Ryan Maura was playing and Phoenix open. So I was so like, my friend was like, Hey, do you want to come walk with Brian and guys inside the ropes? Is there any Pro-Am? I was like, yeah, sure. It'd be awesome. Right. So we go and I walked all the freaking back to like number three long walk. I have all these chotchkies and I'm like walking all the I bought at the Phoenix open. And so like, so then I go there and he's playing with it's Ryan Moore and Chez review. I went to high school. So getting along with my neighbors as a kid. So I was like, Oh, that's cool. What's up dude? And so, so they're playing and we got stuck at like eight. I think it was like, it was all backed up. Right. And I'm standing on the tee box and it was all BSA. And this dude like bumps into me, like pushes me a little bit. And I'm like, I all my. Right. Plastic bags and stuff. And I turned around as Jordan's feet. He's like, Oh, sorry man. And I was like, Oh, no, sorry, I'm sorry. I'm here right now. Waiting cried at the corner. Um, that's cool. It was really cool. That was all my stories I got.

Paul (06:44): I might have some more, but that'd be like my show and not about so, so, so were you like really good growing up? Apparently you work cause you're a division one golfer.

Teleri (06:55): Um, I mean, I just started playing golf when I was really young. I played in my first, uh, tournament when I was seven years old. And um, I mean, I just kind of played all throughout junior year and um, tried to work up, uh, you know, the rankings ladder and, um, had the opportunity to go to Tennessee at the end of the day. Really short story.

Paul (07:21): So I played golf when I was seven and then I went up the ranking and I went to Tennessee. Yeah, obviously you were good. So I was a Pro-Am and then now I'm just kidding. So what did you think a bunch of tournaments growing up? Did you have a golf coach and all that crap and like, yeah,

Teleri (07:41): I mean, it was pretty much my life. Um, it still is my life. Um, it's been a family sport and um, I, I mean, I practiced pretty much every day. I, um, dedicated a lot of my time to it. I had to say no to a lot of things because I'd be playing in tournaments. I'd be competing. I mean,

Paul (07:59): Miss out. I mean,

Teleri (08:03): I'm, you know, I made sacrifices for golf.

Paul (08:07): I didn't have birthday parties. Gosh,

Teleri (08:10): No, not that, but you know, just, just things here and there. Um,

Paul (08:15): So like you were really good. And so then you got like, well you're from Tennessee already. Right? So it was sort of a no brainer like that you want to go there. Right.

Teleri (08:23): And, um, you know, I've, I've always been a vol fan. I think that really, um, you know, just took a whole new role whenever I was playing for Tennessee. Um, it just meant a lot more to me. And that program is just amazing, just an athletics in general. They take really good care of everyone and, um, you just feel really important, whatever sport you play and the fans are just so good to, you know, even sports like off, like, you know, they really care about you. And, um, we just had a lot of from the community and, um, I'll always be thankful for Tennessee and yeah, so I'm definitely very intense about my ball sports.

Paul (09:04): So have you like play, like you probably have a lot of next courses, right? Um,

Teleri (09:10): Yeah. I, um, actually my junior year of college, I think I had the opportunity to play on the Welsh ladies team. So, um, I got to play in the European team championships in Iceland. I played individually in a tournament at St. Andrew's at the old course in the new course, which was, I mean the coolest, not only did I get to play the old course, I got to play in a tournament setting. Um, I almost wanted to cry on 18. I thought that was, I mean, just walking over the bridge. I mean, is there anything better? Yeah. Um, so I I've been lucky enough to have a lot of cool experiences through golf and, um, meet a lot of amazing people. And yeah, that's a part of the reason why I wanted to start my golf brand to

Paul (09:58): Graduate college

Teleri (09:59): May, 2017. So I'm four years removed now, uh, as of like five days ago. So I, I can't believe that I can't believe it's been four years.

Paul (10:09): Wow. So did you go, like, after you graduated, do you like start your brand right away? Or did you play like amateur or what was your goal when you graduate? Yeah, so,

Teleri (10:20): Um, I knew pretty much going into collegiate golf that, um, my path wasn't to go professional. I love golf so much and I wanted to stay, um, active in the golf world. Um, so I continue today to play as an amateur, um, in competitive tournaments and, um, competitions at least. Um, well this year I've helped have a full schedule, but, um, at least two tournaments a year. Um, but right after I graduated, I actually had time to fully focus on my business. So, um, at night, even in college, the last two years, I would look up at night how to start your own clothing business, um, you know, blah, blah, blah, look for manufacturers, all this stuff. And I would sketch, um, I've been sketching, golf apparel since I was in high school, but I knew that's what I wanted to commit to right after I graduated. And then it took about two years to get to a point where I was ready to launch and I was proud and happy to release my first line of golf scores.

Paul (11:19): So that's awesome. So you're still playing pro-ams stuff right? While running your brand.

Teleri (11:26): Yeah. Um, I may start doing programs. Um, I've been talking to a couple of my friends about it, but I do, uh, like state events. So we have the TGA here, which is the Tennessee golf association. And, um, I'm going to do some USDA qualifiers for the mid am, the four ball with one of my teammates, the, you know, women's amateur. So, um, yeah, just trying to, um, stay involved as much as I can. I love competing and I love trying to improve and, um, always participate.

Paul (11:59): So there a lot of your teammates and what did they do? They all like try to go pro or, you know, are on some metrics for, what are they doing?

Teleri (12:07): It's, it's been so interesting because, you know, um, when we were in college, you know, you, you're always like, Oh, you're going to be the one to turn pro. You're going to be the one to get married and you're going to be, you know, you just kind of talk about what's next. And I, I guess I always knew what I wanted to do next, but you know, a lot of my friends turned pro. Um, a lot of them are still professionals. A lot of them have become mothers and a lot of them have stayed in the golf industry, working at clubs. And, um, I would say the majority of them, if not, all of them actually are somehow involved coaching as well. I would say somehow involved in the golf world, um, especially playing and focusing on golf your whole life. It's you, you don't want to let it go. Yeah. You don't, you don't want to let it go. Yeah.

Paul (12:54): So when was your first club?

Teleri (12:57): December, 2019. Um, so I released four scores in two colors each, so kind of eight Scorps total. Um, so this past year 2020 was my first year in business, uh, officially, which was, um, you know, an interesting year to launch my business. I couldn't really do trunk shows and travel places. So I worked a lot on social media and, you know, spreading the words through friends and, you know, competitors and people I had played with in the past to kind of spread the word word about my business.

Paul (13:30): So did you ever go to the PGA show yet or? No,

Teleri (13:34): I've been as like a person just visited. Yeah. Um, and just to kind of get an idea and also that's where I found my manufacturer. Um, at first, yes. Um, I ended up switching later, but that was like kind of my intro to it. And, um, that's why I originally went, there was just to talk to a golf specific manufacturer and just kind of see, you know, what's out there. I mean, I had an idea already of course, but just to get some inspiration. Um, but this next January, I'm planning to be an exhibitor in person I already have. Oh, I have so many cool ideas and I'm so excited to be a part of it. So

Paul (14:12): Pro tip Colombian once, but you remembering a bunch of friends with you, so you're going to go around and talk to people if not your second booth the whole time. You know what I mean? Like everyone told me like all the other brands like, Oh man, I wish I could have like, gone and talked to other people. And like, I don't know. I want to say a pro tip. That sounds totally buy that down right now. Um, so how'd you find like January her desk, so you find your first manufacturer at the show, like you just went around and like checked out with a mate, like just, I know it's like, cause you, you know, and then he found somebody that, you know, you're like, Oh, this is nice, whatever. I have no idea. Yeah. Um,

Teleri (14:54): Cause there's, uh, I mean it's a huge space, obviously. There's yeah. But there's this like, uh, section all, you know, geared towards manufacturing and fabrics and stuff like that. So I, I knew that going in, um, and I found someone I had spoken to them any day before I got there and I met them. Yeah, no, no, I don't work with Alibaba, but um,

Paul (15:28): Well there's that website, you know, as all those manufacturers here in China, it's hard finding a good man.

Teleri (15:36): It is. Yeah. And I mean after, yeah. And, um, you know, after that I went through a manufacturer change anyway. And, um, and that just was through a deep dive, into, you know, brands I'd seen and, um, successful brands. And I kind of just dug deep to find manufacturers that, um, worked best in that.

Paul (15:56): Like you still, like, you know, a lot of people talk a lot and they don't do it right. Or they plan plan, plan, plan. And, but they don't execute. And so it's like, even if that didn't work out with that first manufacturer, it's okay because you did it, you know, and then it like puts you on the next path to find the right one.

Teleri (16:13): Yeah. I've definitely learned so much. Um, I continue to learn more about the inside and outs of business every single day. Um, you know, I'm in charge from, you know, the first steps from sketches to product design, to picking fabric manufacturing all the way through product and sales and, you know, customer support everything. So I've learned so much and what it takes to run a business and, um, what people are looking for. So, um, and I continue to, you know, alter and change things when I get more info. And the more I learn with my manufacturers, um, who have been super helpful to me and really have, you know, I, we have a good working relationship together.

Paul (16:57): Yeah. That's key, you know, there's a lot of trust when you get a manufacturer.

Teleri (17:02): Yeah. I, yeah. I don't want to, you know, settle, I want to produce amazing golf apparel and I want it to be great quality, but I also want it for a good price too. I mean, um, I always say, you know, on our website, social media, all our products are under a hundred dollars, but we're not sacrificing on quality or what girls and women need and their apparel it's, it's so important to, um, have it be more accessible and, you know, have products that people feel like they can wear on the golf course.

Paul (17:37): Yeah. And that's, that's a big thing too, where that balance, right? Like whether or not price for quality, you know, like you can't really try to, you don't want to skimp on any of it. So it's hard to like find the perfect balance so that, um, you know, that the consumer is not getting a subpar product.

Teleri (17:58): Yeah. Yeah. I mean, that's so

Paul (18:01): True. Oh, your name on the brand. So it's like,

Teleri (18:04): Yeah, it is actually my name too. It says to Larry athletics. So I mean, but I mean, that's why I also side note. That's why I named it. [inaudible] athletics because I didn't want to limit it to just golfers either. And you don't have to feel like you have to be golf, golf, golf to where, you know, my apparel, um, you know, I have a lot of girls who have just started golf and they want to wear the scores or even working out running errands. Haven't touched a club ever, maybe tennis running. I mean, it's, it's important to make sure everyone feels included and not just limit it to anyone. So that's why it's called athletics. Well also doesn't

Paul (18:47): Pigeonhole you into just golf cause you are, you know, like your, your apparel for women can be born regardless of what's, you know what they're doing. And I think, yeah, it's like a hard balance. I think it's a hard balance. If your name is golf and the title of your company and then it's cool. Yeah.

Teleri (19:05): I mean our, you know, our motto or tagline, it's rooted in golf inspired for all. So, you know, we're always going to stay focused. It's always going to stay focused on the golfer. That's what inspired me to create my brand. That's what I'm, you know, it's all centered around, but inspired for all. It can take on many meetings, meanings and, um, you know, it's inspired for anyone who wants it. And, um, you know, that even means for golfers extending, you know, length, size, ranges, everything. So we can really cater to as many female athletes as we possibly can.

Paul (19:39): No, it's really cool. I just think that, like, I don't know, I it's hard starting a brand. I mean, it's super hard. Like if super hard people are like, Oh, I can just do it. I can build a Shopify store and I'm going to say, I can't track. It's like, not, it doesn't work like that. You know, like it takes forever. You're going to, it's all a trial and error until you figure it out, even when you think you've figured it out. So, I mean, that's so cool. So then last year was your first year, like how was the sales in the first year? Because I mean, golf blew up. I mean, how'd that work out for you? Yeah,

Teleri (20:14): It was great. I mean, I was kind of overwhelmed. I really didn't think, you know, with everything going on, it would do that well, but like you said, golf just blew up, which is just a, you know, strange occurrence to happen out of, you know, a tough yeah. And, um, so it, it was great. I mean, um, I had, uh, so there's like a Tennessee junior cup. I had all the Gore girls remember my scores for that. Um, I had a couple, um, celebrities where my score it's

Paul (20:46): Um, Oh my gosh. I wish

Teleri (20:51): I had someone. Um, that was, um, you know, while I had Emily Osman, I sent her a couple of scores. She, um, was looking for golf clothes. And so I reached out to her and I was like, hi, I would love to show you what we have. And like, you know, we're trying to improve on, uh, golf clothes for women. So, and she loved them and I was freaking out. Um, and then we had, uh, past bachelorette where them and who just started wearing golf, uh, golf, playing golf. And, um, she is awesome and she's improved so much already. So it's, it's just really satisfying to see, you know, girls wear something that I drew on paper and worked so hard on to kind of improve what's offered to women and, you know, get good feedback on it and stuff. It's just, that's the most fulfilling part of it.

Teleri (21:40): But, um, yeah, it's been great. And I'm excited to build on that this year and, you know, add to my collection and introduce new things. So yeah, it's just been it everyone as a whole, whoever wears it, golf, non golf, anything I'm just so thankful for anyone who wears my apparel is yeah. I mean, I, I can't picture myself doing anything else. I mean, all roads growing up kind of led to this for me, I feel like this is just exactly what I want to do and I want to do it for a long time and I just genuinely enjoy designing and creating clothes and golf. And it's just, is this just amazing, amazing feeling? So I love it. And it just makes my day every day and, you know, making connections with these golfers and seeing them wear my stuff. I mean, it's just, it's a dream come true. It really is. Maybe that sounds a little cheesy, but it really is. So

Paul (22:40): That's always a hard part too, is getting, you know, quote unquote influencers or sporting people or whatever, like check out your stuff, you know, cause they're always imparted with, you know, the big brands, like the big ones. That's cool to like, mean it's kind of a big, that's a big deal, honestly. Yeah. Thank

Teleri (22:57): You. And I mean, what's honestly, you know, important to me whenever I'm looking for a brand ambassador or, you know, I, you know, looking to work with someone, um, you know, I want their passion for this sport and I want them to love what they're wearing and, um, it's been so cool. You know, like I said, everything's been pretty social media ask this past year because you know, we couldn't travel anywhere. And I think the coolest thing to come out of this past year is the relationships I've made with girls, um, you know, on the road to the tour, um, and you know, kind of putting a spotlight on them and showing, you know, they're so impressive and they're working so hard to get to the LPGA. There are so many amazing players and, you know, kind of coming from that background of just golf, golf, golf, I respect them so much. And I hope me posting about them and kind of sharing about them, inspires others to, you know, go after their golf goals, whether that be going for the LPGA or, you know, breaking 90, like anything, these girls are also impressive. So more on my social media, I kind of like to highlight girls and women golfers than more like, here's my product. Like, let me, you know, I like to kind of like show off girls that are doing amazing things.

Paul (24:16): No, that's cool. Cause like it's almost like giving back in a way where you're trying to like grow the game and then inspire young women. You know, really,

Teleri (24:27): I always say that, um, it's on my website too, but I say, you know, this brand is my thank you to golf because this sport did so much for me. Um, and it's made so many, uh, you know, it's been in so many of my life decisions and um, yeah, so I owe a lot to this game and I want others to experience that as well. Cause it's so,

Paul (24:47): So how big is your team?

Teleri (24:50): So it's just me. Um, but I work with, um, once I, you know, have my sketches down and I have it exactly how I want to, the only person between me and the manufacturers is my tech designer who is local in Knoxville, her name's Melissa. And she, um, kind of turns my sketches into blueprints for the menu, for the manufacturer. Um, yeah, which is really nice. Um, and besides that I do it all. So, um, it's definitely a busy work. Um, it's, you know, a lot on my plate, but I wouldn't have it any other way. I love doing it

Paul (25:27): Well, yeah. It's your brand and you're growing, but you probably like freelancers helping you or something, right? Like some or no, just you and Melissa. Oh, you're talented then that's crazy.

Teleri (25:40): But yeah, I mean, I, you know, run social media, I distribute, I, um, work, you know, like I said, from product design, through manufacturing, through, uh, post production, um, it's all me that are, that is doing the communication side to, um, customer side and everything. It's just me.

Paul (26:01): No, it's cool. I mean, you're always going to be the tip of the spear, you know, so it's like, I always felt like if you're going to run a brand or business, you got to know how everything works, especially in the early years, like, it's all you, right? So you're like, you can train other people to help you do certain things when you don't have the time. Right. And you have the capital, but so how many collections did you do last year?

Teleri (26:26): So just one. Um, and it was the scores and I'm about to launch my next collection here in less than a month. Um, and we're introducing tops and a dress and later a pair of shorts. And I'm so excited. I mean, we've had a lot of people, people asking for tops to match back to the escorts. So, um, this collection is just going to be a lot of outfits, um, edgy, but you know, still wearable. It's really important to us to have something that's still club friendly and respects the game, but also just like little stylistic touches that, you know, make it unique and something that hopefully people have never seen before.

Paul (27:07): Are they all solids or are they going to be like a mix? You know,

Teleri (27:13): Originally I thought going into this, I was like, I don't really want to do prints. I see a lot of prints. And I know a lot of girls, especially my age look for that core piece that they can just throw on match back to a lot of different colors. Um, but I actually did throw in a print. I haven't announced it yet, but, um, I did throw in a print this season and it's just on a score. Um, we're actually offering the score for the first time in a different length. So it's going to be an 18 inch length as well, just, you know, extending the line and trying to cater to more women and girls. But, uh, yeah, it's a snake print and it's not scales, it's actual snakes and it actually, it will be in that skirt, um, as well, but it's going to be so cool. So edgy and um, just something I really think looks competitive and cool to wear.

Paul (28:08): So it's interesting because I mean, I don't know anything about women's clothing, but is women's golf apparel changing a lot, like a Grinnell patterns are huge for math. Right. Right. And I feel like bad birdies, the one who started that whole thing, like everybody's like everybody. And then, you know, then, you know, when it's really gotten bad when the big brands are cut, but, um, is that the same thing with women's clothing right now or no,

Teleri (28:37): What's so great about women's clothes right now. Kind of like we talked about earlier is, um, it's growing rapidly right now. And I think the pandemic has a lot to do with that to you, but just more of a push for participation for women in golf. And so from that, we've seen a lot of brands emerge, um, like me, um, emerged from this, uh, spike in women's golf. So it's amazing how many different opportunities and options now that we have in women's golf apparel that I necessarily didn't have as I was growing up. So it's so cool. And it's so nice to see that, um, women just getting started in golf or playing for a long time now have the options they feel like they need to compete in. And I'm so happy to be a part of that too.

Paul (29:24): Are you trying to sell on Greengrass too or just online or no.

Teleri (29:28): Now, um, we're just online. Uh, but we're making our way into wholesaling now and to pro shops, um, especially this, uh, my, our 20, 22 collection coming out in, um, you know, January for the PGA show, that's going to be a lot of wholesaling. We want to be in pro shops. Um,

Paul (29:47): And you know, spread.

Teleri (29:49): Yeah. Yeah. So, um, but it's been a lot of online sales, but that will start to morph in some more wholesale with this collection and all that.

Paul (29:58): That's the heart. I mean, I don't nothing, but like what I think, let me just caveat that in right before I say based on my experience cold, but like, I feel like the green grass, like, I feel like the buyers really want something nice. You know what I mean for the pro shop, but like they only have access to same old, same old, you know what I mean? Like the catalog, like for Nike or whatever, but I think like, so I have like with my other brand out with my, with my other brands, I have these towels. Right. And I've loved golf course stuff here. I have friends who like our GMs and stuff like that. And they're like, I gave him a towel. I'm like, Oh, you're really nice towels. I'm like, let me find on the internet. And then they're like, yeah, but we want to sell them in the store.

Paul (30:44): And I'm like, okay, cool. I'm like, like what's your wholesale price? I'm like, uh, I'm not, I don't know how to answer that. Cause I don't really know, you know, and then, but then I talked to them again and they said, Oh, we already solidity. They have been paid for their first order and they've already sold out. So it's almost like what I gave them. And I was like, are you serious? And so I feel like green grass is untapped market in a way where a lot of there's a lot of brands right now, not the established brand and newer brands. And last say three to five years have only focused on online sales. So like now it's like, is it really is or not? I feel like there's opportunity out there for green grass. It's a hard, it's a lot harder, you know, it's not like you just put it on the internet and someone buys it.

Paul (31:28): Like you got to build a relationship. You're going to sell it to those people. You have time involved, but, and you're also making like half as much as you'd make on the internet, you know, on that sale. But it's like, they're buying, you know, a boatload, you know, products, especially you can get into like, like the big box retailers. I know that's always like a feather in every caps brand, you know, hat is like, Oh, I got an, a Dick or whatever, golf town, Canada, the margins aren't the best, but it's still like, Oh yeah, we made it, you know?

Teleri (32:03): Yeah. I mean, you know, Michael, besides, you know, you know, getting more girls into golf and, you know, uh, coming out with clothes that they want to wear. Um, you know, I, I do want to spread Tillery athletics as far as I can. And, um, you know, that would be amazing if that was their go-to just to throw on so they can, you know, focus on their game and let their spa style speak for themselves. Um, that would be my goal at the end of the day, just to spread the word as much as I can. So, I mean, I'm definitely looking pretty much at all options moving forward and, you know, seeing how, how far I can take it. Cause I, I do want to do this for a long time, so

Paul (32:46): No, I think, I think, I don't know. I really do. I think it's cool as hell. Like I just, I just find it refreshing. Like I like supporting female golfers and like women golfers. I feel that they're underrepresented. I feel like they've always taken the back seat to man. They're as good as mad. They can't, the balls are so stupid, but like, you know what I mean? So I think like it's about time, right? And so, you know, there's not that many women own golf brands. There's not, I mean, there might be, I haven't, I've talked to a lot of brands and most were not. I know about, I know three. Okay, right now that talk to I'm friends with you got you Stephanie Head covers and she's like the O G of women owned golf. And, uh, and I love her and Jane and then another brand called Orca, just coming out of women own brands. I don't really know

Teleri (33:42): There is. And like I said, that's so great that there is, you know, it's happening all. Um, okay. Foray golf.

Paul (33:53): Oh no, that, uh, I mean for

Teleri (33:58): You should look it up. It's um, I mean, it's, it's amazing. There's so many, there's so many, I, of course I'm blanking right now, but, um, but really there is so many options for women. Um, you know, it's, it's, it's turning into a big market and there's so many different styles that,

Paul (34:21): Well, that sweatshirt, that, uh, what's, her name came out with, um, a couple of months ago, like I blew up the LPGA sweatshirt. I love it. It's cool as hell. Now, a lot of other brands, which I'm not going to name, but you know, are like playing off of it and making like sarcastic comments or whatever, you know? And I'm like, that's not cool. You know, like I just feel like my, the reason why I love Boone scalp, a couple reasons. One is like, I have really good memories of my dad because of the LPGA is to come to Arizona. Um, when I was a kid, right. And my dad was, my dad was like, he volunteered and he did a bunch of stuff with, uh, hospice. Right. So like every year he, one of the things you would do is he would be a caddy for, you know, it was like a fundraiser kind of thing. And he'd be like the Academy. And so I bet some of the coolest, like famous women golfers ever, you know what I mean? And I'd walk with my dad. I was a little kid and I was a little guy and I just thought that was so cool because there's so nice, you know? And it wasn't like, I just think it's really cool. And I like supporting that because I feel like now's the time, right? Like,

Teleri (35:32): Yeah. It's, it seems to be all happening. And it's crazy. I think the craziest thing is seeing how much women's golf has changed from being a junior player to now it's not the same at all, for the best reason. Um, it's, it's grown so much and it's, I feel like it's cool to play golf and you know, if people can feel good saying, yeah, I play golf. So yeah, I I'm so happy to see the improvement that so many people have been involved in making a women's golf

Paul (36:03): It's on the shoulders of other women before, you know what I mean? Like

Teleri (36:08): They've built, you know, this great foundation and, um, having inspired so many to go after their golf dreams, whether that be creating apparel, whether that be, um, you know, being the best golfer they can be. So, yeah, we all have to think who came before.

Paul (36:27): So you have a new collection coming out, super excited, probably. Well, how long has it, has it been a year since your last collection?

Teleri (36:38): Yeah, pretty much a year in a few months. Um, I started working on this one. I I've had the sketches done and the, you know, the tech packs done for a while now, but I've been working officially on these probably since last summer, I would say probably a year now. And, um, I had samples of this collection walk in, uh, the Knoxville fashion week. So they were at a runway show, which was kinda cool. And, um, yeah, just making it's the first time, like I said, doing tops and doing a dress. And so it's all new, um, pieces. I kind of have sports, um, the measurements down, um, but doing tops was different, so it was figuring out what worked and what fit. Nice and what look good. So, um, it's finally, finally, almost here. Um, it's obviously been slow too with everything going on too, but, um, it's, it's nice that it's like pretty much ready to go here in the next couple of weeks. Um, we don't have an official date yet, but it's probably going to be the first of like the 1st of June, the first half of the month. Yes. Very, very soon. I'm so excited.

Paul (37:52): Do you already have the product? Is that already

Teleri (37:55): All? Um, I have the shirts, so, um, I'm just waiting for the dress and the bottoms. And, um, we're about to issue. We're going to do this amazing video. I can't wait. It's just going to show incredible, uh, girls who are my friends in golf. And, um, we're going to go out on the course and just kind of do what we do, do what we've always done, play golf and, um, wear my collection. So it's going to be really cool video, really cool content. And I can't wait to show it.

Paul (38:23): Yeah. Are they all coming? Is it going to be shot in Tennessee or what

Teleri (38:26): It's going to be shot? Hopefully at my home course. Um, and so it's going to be really special. Um, my last collection to all the girls in shoe were people that had been influential in my golf career and that's something that's important to me when I name my apparel too. All my apparel's named after girls and women that have been influential in my junior amateur collegiate career. So they're all named after people who mean a lot to me. And, um, you know, you can go on my Instagram or my website and there's a little section where you can click and see who's the skirt named after, um, kind of a bio about them and what they did. So, um, yeah, it's important for me to show just how amazing these women are that the clothes are named after, after

Paul (39:15): You're going to crush like seriously you have is like, I don't know. I just, I'm looking at your website right now. And it's like, I think it's brilliant on your Instagram. How, like you pick a picture of like one of your friends who's using your product and then you make it look like a golf, you know, like a golf term, you know, it's on TV and it shows all that fricking smart dude. That's like, I think every girl or woman that, you know, that's going to wear your stuff like you did that, it would just be cool. Like if your whole feed was that that'd be so sick because they're just show, like, I just think it shows so much power. You know what I mean? Like, Oh, look like, I don't know. I don't even know half if you believe in AR, but it looks close is how I know. They're probably, you know what I mean? Like, it's not like, Oh, it's, I don't know I was Angela cool.

Teleri (40:00): Yeah. My next, this next collection is called power place. So it's about that feminine power and, um, you know, showing that dedication to sport and style is possible. Um, you can look great on the course and also tear it up and be amazing and impressive. It's possible. So, um, thank you. I appreciate that.

Paul (40:19): It's always little things I can, you know, it is like, it's the only thing you need is time honest to God. I feel like you've laid the foundation over the last five years, you know? So now it's like, you know, especially now when you have your new drop coming out and then just everything else you're doing, I think, yeah, it's sick. And I see that you have a picture of a dog and you're dancing on your, on your story, your Vols dog, whatever. I don't know his name, smokey, smokey. I know. It's like, you know, so a different smoky, like a puff puff. Give smokey the bear guy.

Teleri (41:04): Okay. Yeah. That's smoky. And yeah, that was at a junior clinic. We host, uh, we hosted a, uh, uh, girls junior clinic every September when I was at, uh, you know, on the team and, um, yeah, it's, it's pretty special. So he comes out and takes pictures with everyone. I think the girls on the team were also way more excited about smokey, but maybe the young girls where we were like giving him hugs. He would dance with us for like, we need a moment, please. With smokey.

Paul (41:37): There you are Tennessee, man. You're all about smoky. Like, I mean, I'd be like, I'd be like, Oh, you mean Purdue, Pete,

Teleri (41:47): We, uh, I actually, um, right before I graduated, I met smokey, but the actual dog, like the, you know, the actual, um, I, Oh my gosh, it was right before I graduated. And then I was like, this is my last chance. And I, I was so excited. It was like, 6:00 AM. We were, this is such a side story. But it was for the today, show our college one, something to do the largest power T in the Guinness book of world record. So my sister and I woke up at like 6:00 AM or something and like the power T like the Tennessee power T the orange big.

Paul (42:30): Oh, so yeah, the largest power T the world. And I'm like that it must've been a slow day on the news on the news. But yeah,

Teleri (42:41): If you look it up, power T Guinness book of world records, we did it in Nealon and stadium and smokey was there. And I, I mean, as soon as the power T was done, I bolted there was already aligned and I got the picture and I almost, I almost shed tears. I was like, now I can graduate. I

Paul (42:57): Can, I can go. They're just human letter. E I found a press release on the university of Tennessee, Knoxville, the website, obviously

Teleri (43:11): I'm somewhere top. Right. And no hardship,

Paul (43:17): A lot of people. Yeah. Half the football, that's more than half the football field.

Teleri (43:24): And we all had the shirts that like, we would walk in and they gave us like, Oh,

Paul (43:28): That's sick fans. Like, I love it. There's a picture of a football stadium. And it's like, every section is, are 400 white, orange are whites and sugar.

Teleri (43:37): Yeah. We, I was at that game the first time they ever did check her Neyland and goosebumps. It was

Paul (43:44): The coolest, it was the coolest, I'm not kidding. I'm like this. Isn't like, I think you go both go Peyton Manning.

Teleri (44:00): Can't leave. Didn't get paid. I know it's a tough, it's a tough subject. Hopefully I'll get that once in a lifetime opportunity for a second

Paul (44:11): Wait, like 90 years old. And they bring them back, you know, bring everybody back. Never played sports at Tennessee.

Teleri (44:19): Yeah. Yeah. Oh gosh. That would be the dream. I mean, even at the golf course, he plays golf, you know, quite a bit. He's a relative. Yeah. And hopefully just send him a score. I don't know if he went, but, um, you know, maybe I love, I like to paint, man. I've always liked it, man. Great guy. And he's so funny too. Like every time he does like a skit or something on anything, it's actually funny. Like it's, he's great. All around.

Paul (44:55): I remember watching when he was in college, I'm a senior year. I was like, I was here to graduate. It was like 90.

Teleri (45:04): Um, yeah, I think, I think it was 98, but, um, could be wrong. Uh,

Paul (45:12): Feels like 98. Yeah. I think it was college in 98. You probably weren't born yet. So I

Teleri (45:18): Was born in 94. So Jess 27,

Paul (45:25): 94, 94. I was a sophomore in high school. So yesterday morning I was telling my wife, I was getting ready for work. And I looked at her and I go, I graduate 25 years ago from high school. And she's like, this is scary. I'm like, no, right. Like fan goes by fast. I remember when I was in college, I was interning at Boeing when I was at college. And uh, I remember I always engineered. Right. And I remember them saying, Oh, you go to PR you know, you go to college to scrape. This is the best time of your life. As they told me. Right. And I was like a route, you know, life's hard, college sucks, blah, blah, blah. And now, and I'm like their age because they're all learning thirties and forties back then. I'm like, Oh man. Right. You know, like, I should just tell my kids.

Paul (46:21): Like, it's like, you know, a lot of kids nowadays go, I want to be a YouTuber. And I grew up and I'm like, okay, whatever, you know, it's like, no, that's stupid. I'm like, no, that's actually not stupid. They like, don't tell them that. Like, am I going to go back in time? I would've, I would've not done a lot of crap. You know what I mean? Like when I go to law school, maybe I would've gone to college. Like, I mean, seriously. I mean, that was a really good golfer. Me like you, I would have thought for sure. I mean, I wish I could still, I can't, there's no freaking way. I was thinking. I was

Teleri (46:52): Like, Oh God, we've got so right here. Um, yeah.

Paul (46:54): I mean, I'll tell you right now, there's no freaking way. Like you would, you would destroy me. Like I will be crying. Even we played like nine holes. I would die. So sad. So good. And then I had a family kids, and then it's not really bad. I'm not sad. I'm going to start doing like these videos of just like, like a Rocky montage. And then I'm going to be like montage. And then it's going to be, make me getting better. Yeah.

Teleri (47:34): This is really bad. I would never make some fun of someone that's learning to golf ever.

Paul (47:40): I'm not learning to golf a little too far. I would be. I would just be, uh, I don't know. I'm not, I'm being serious. I'm going to do that. I'm actually shooting video on Sunday with my coach. And we're like go into this private club and me, him and like my another camera guy. And we're going to try it out, do some videos and just like basics. Right. I feel like that's the thing for golfers. There's so many new golfers. They're hungry for information. And I don't want to charge for BS. So like, am I, coach is really good. It's like really simple stuff. So I'm like, let's just record it. And then not like bad recording, like, Oh, we're taking them on camera. It's going to be like, I dunno, like, like I was at the PGA show last year and Mr. Short game on YouTube, but like, his name is Matt. He's really cool. I was talking to him and like, he, he teaches the same way. It's pretty simple information, but he, his, like, he's gotten like hundreds of thousands of new subscribers. So I feel like a lot, a lot of people want that information right now, especially offline about it.

Teleri (48:53): I mean, yeah. I mean, I go, I know I go to YouTube. Like whenever I can't see my swing coach for any reason. And I'm like, why are you? Like, if I wanted to work on like a certain shot that I like, it just wasn't getting the field down. Sometimes I've gone to YouTube and been like, okay, you know, just to see if I'm missing, just like a little touch of something or just get an idea of how to like work a shot differently.

Paul (49:14): Or like, you're trying to figure out who I was. And I was like, I gotta figure this duty. That's who that guy is. Admitted it earlier. She didn't. So I don't know. You guys gals. I would say guys, person's like, Oh, you guys can do it too. I don't care. You gals. He has any check. I'd tell her to Larry, to Larry, Larry Tillery. I call you when I call you earlier layers, your layers, nicknames, layers. This is easier because I'm always going to forget. Cause he got it in my head. Like I'm saying it wrong. Yeah,

Teleri (49:55): No it's okay. I mean, everyone calls me many different things. Like Telles T tell us whether nicknames. Do you have the money I've been called? I mostly, whenever I have, like

Paul (50:09): For fun,

Teleri (50:12): That one's, that varies often. Um, let's see. I, I use that one just to be obnoxious. Really?

Paul (50:26): I told you told you the story about the Dutch. That's true. It's on the podcast this week. Actually. I think podcast released this week. He Lilly now goes by the Dutch Matthew. I'm the only person I need a new nickname, but can't be bad making Scott a new nickname. Just kind of backing away. It's really late. When you give yourself your own nickname. Oh yeah. They call me the, uh, Orley. I take it called poly a lot, I guess. So anyways, you guys need to check out to Larry tells layers, whatever she is blowing up tears. I would think give it two more years to two and a half tops and used to be like everywhere. I really think was the trajectory she has. Like, I think she's doing a lot of right things. And I think that it's a longer term. What you're doing is a longer term play. Right? And so like a lot of people feel, everybody wants like instant gratification and they want to, like, you can do that. It doesn't cost you a lot of money. You might have, it might not be work. But I mean, if you do, like, I feel like based on our prior conversations and knowing more about you, like you're doing a longer term thing and it's, it's just a matter of time. And once it hits, it's going to be like, boom. Um, so yeah, so that's it. Anyways, where can people find you?

Teleri (51:48): You can find me on Facebook, Instagram, athletics, and you can find me online on my website@hilarieathletics.com.

Paul (52:00): Thank you for being on the show today. Thank

Teleri (52:02): You so much for having me.

Paul (52:05): I liked your backdrop looks really cool. Let's see. I've been, she prepared, man. She has her outfit back there. This is just a signal that she's doing. She's not like, Oh yeah, I'm wearing a t-shirt, you know, it's like, well, thank you again for being on the show and I will talk to you soon. Awesome. Thank you so much. Thanks

Paul (52:31): For listening to another episode of behind the golf brand podcast, you're going to beat me, stay connected on and off the show by visiting golfers authority.com. Don't forget to like subscribe and leave a comment. Golf is always more fun when you're winning, stay out of the beach and see you on the green.

Paul Liberatore

Paul Liberatore

Founder of Golfers Authority

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