Background
Greg Oakley is the co-founder and CEO of Turtleson, where he leads the company’s vision, strategy, and market expansion with a relentless focus on quality, authenticity, and performance.
A veteran of the apparel industry, he has over three decades of experience in design, manufacturing, and brand development—earning widespread respect for his sharp eye for craftsmanship and unwavering commitment to excellence.
Under his leadership, Turtleson has become an internationally recognized brand rooted in elevated essentials—garments built for the course, the office, and everywhere in between. Oakley believes the best products aren’t just made, they’re refined—again and again—until they exceed expectations.
The Oakley Story
I’ve always known I wanted to run my own business; I just didn’t know what that business would be. Early on, I found myself scouring franchise directories for ideas and came across Swisher Hygiene, a commercial restroom cleaning and supply company. It was one of those unglamorous but essential services that few people wanted to deal with but everyone needed. I saw opportunity in that, bought a franchise, and brought it to my hometown of Bristol, Tennessee.
For five years, I owned and operated the business — and personally cleaned more than my fair share of restrooms. Despite the success — and the irony that I got into this business because nobody wanted to clean restrooms — it turns out I didn’t want to clean them either.
So, when the opportunity came to sell the Swisher franchise, I took it. I decided to pursue something I was more passionate about and took a leap into building a brand that combined two things I’ve always loved: golf and casual clothing. My business partner, Chet Sikorski, and I launched a golf-focused apparel company that sold through men’s specialty stores.
We often joke that we could write a book on what not to do in the apparel industry. We learned everything the hard way — surviving fires, floods, NAFTA challenges, and the constant grind of financing production and operations. During that time, we met Chris Knott, who was developing a cashmere sweater line while repping for several big-name apparel brands. When his first production run fell through, Chris reached out to me and I was able to find a reliable source to produce the sweaters. Chet and I then handled all the backend logistics and operations to get them to market. After that first season, it became clear we were stronger together, and we formed a new company to build what then became Peter Millar.
Following a successful exit from Peter Millar, I purchased and operated an export steel company during my non-compete years. But, as they say in the apparel business, “thread gets in your blood,” and I had begun toying with the idea of a casual lifestyle brand that sold flip-flops. I’d already come up with the name, Turtleson, and even had a logo ready. When I learned Chet was also interested in getting back into the business, I suggested we partner again and build something new. That idea evolved into what Turtleson is today: a golf-inspired lifestyle brand, rooted in quality and comfort, based in our hometown of Bristol.
It’s been 26 years, and in many ways, we’ve come full-circle.
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You wake up in the morning – what’s the driving passion?
I’m driven by the pursuit of “better” and I apply that mindset to my work every day at Turtleson.
From refining the fit and collar of our polos to assessing warehouse processes for faster fulfillment, I enjoy digging into the details and making tangible improvements that result in excellence.
That drive to improve is what gets me up and moving every day.
What distinguishes Turtleson from other companies in the apparel category?
Turtleson creates premium apparel that intentionally blurs the line between performance and luxury. Our collection is rooted in sport but designed with refined versatility, offering a cohesive assortment that feels equally at home in a golf shop or an upscale retail store.
While some brands chase trends or margins, we remain focused on delivering consistent quality through carefully selected materials and timeless design. The result is apparel that looks sharp, feels comfortable, and performs with purpose — in any environment.
Who is your customer?
Our customer is confident, discerning and active. They care more about the quality of the garment than the label, and they prioritize comfort and authenticity in their lives and their closets.
Our customer, like us, believes you shouldn’t have to sacrifice style or comfort to feel good in what you wear.
In approximate percentages – what are sales results from green grass shops, brick and mortar retail outlets, those online and elsewhere?
Golf/Resort– 70%
Specialty Retail – 15%
Ecommerce – 15%
Companies routinely tout customer service. Define the term and the approach followed by Turtleson.
Customer service is about keeping your word and delivering on the promises you make. It’s a commitment that we reinforce through every interaction we have each day with our teammates, vendors and customers. That commitment is grounded in our “Non-Negotiables,” which define how we show up for our customers, our partners, and each other:
• Be true to our word
• Act with empathy and respect
• Make a positive impact with each interaction
• Be easy to do business with
• Help others achieve their goals
• Own our mistakes, fix them, and learn from them
At Turtleson, customer service means to consistently deliver excellent products and experiences that build trust and ultimately form lasting relationships.
What role does customer feedback have and how do you encourage customers to provide it?
While sales can be the most telling form of customer feedback, Turtleson looks beyond the data. Whether you’ve bought 1 shirt or 1,000, we value what you have to say.
We collect customer feedback through questionnaires and outreach as you would expect, but we’re also forming a review committee made up of representatives from our core audience segments to preview collections and share feedback before they go to market.
When people feel like their voices are heard, it encourages them to speak up more and we are all better for it.
If you could change one thing in golf unilaterally – what would it be and why?
I don’t know if I’m qualified to unilaterally change the game of golf – I’ll leave that to the USGA. But what I do know is golf apparel, and looking at it through that lens, I’d like to raise the standard for women’s golf apparel in both style and quality.
Women are often forced to choose between performance gear that lacks polish or flattering pieces that don’t actually wear well. Turtleson is working to fix that problem by creating gear that fits well, moves with the body, and transitions seamlessly from the course to everyday life.
It may not help pace of play or anyone standing over a 4-foot putt, but we believe creating quality womenswear makes the game of golf more welcoming, and more stylish.
Best advice you ever received – what was it and who was it from?
Richard Branson, though I can’t recall the exact reference. He said:
“Surround yourself with people that are smarter than you, give them everything they need to grow, and your business will thrive.”
That philosophy has stayed with me and absolutely shaped the way I’ve built Turtleson. I’ve been fortunate to surround myself with an incredible team of people who are much smarter than me and I believe that’s been a key driver of our success.
What impact do you see tariffs having on the broader industry and consumer confidence?
Tariffs reduce predictability, which can be scary for both brands and customers. Our approach is to control what we can – our supply chain, our retail partnerships and our standards. We are keeping quality and accessibility top-of-mind regardless of the broader economic climate.
How confident are you in the company’s upward momentum continuing for the rest of 2025 and into 2026?
Extremely confident. The momentum we’re seeing isn’t just built on hype – it’s built on repeat customers, loyal partners and a team that genuinely cares about delivering a premium product. As we expand our collections and our footprint, we’re excited to see what the future holds for Turtleson.
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