Brian J. Lohman is President of Bobby Jones.
With more than 30 years of leadership in the golf and resort apparel industry, he has built a reputation for driving brand growth, developing high-performing sales organizations, and forging strategic partnerships with leading golf management companies, resort portfolios, private clubs, and retailers across North America.
The Lohman Story
I am a passionate advocate for the golf industry, bringing together decades of experience in executive sales leadership, product development, merchandising and brand strategy.
Throughout my career, I have focused on helping iconic brands remain relevant to today’s golfer while preserving the heritage and values that make them distinctive.
As President of Bobby Jones, I am proud to lead the brand into its next era through elevated design, innovative products and a modern interpretation of one of golf’s most enduring legacies.
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Bobby Jones is one of the most recognizable names in golf. As President, what responsibility comes with leading a brand built around one of the game’s greatest legends?
Leading Bobby Jones is both an honor and a responsibility. The name represents excellence, integrity, and sportsmanship values that are just as relevant today as they were during Bobby’s playing career. Our job isn’t to reinvent that legacy; it’s to express it in ways that resonate with today’s golfer. Every collection should feel worthy of the name on the label.
You’ve spent more than three decades building brands and relationships throughout the golf industry. What lessons have stayed with you throughout your career?
The biggest lesson is that relationships always come first. Whether you’re working with a green-grass shop, a resort, or a national retailer, success is built on trust and consistency over time. The golf industry is incredibly connected, and your reputation is earned every day. If you stay focused on delivering value, growth tends to follow naturally.
Bobby Jones has always been synonymous with timeless style. How do you modernize the collection without losing what has made it iconic?
For us, evolution is much more important than revolution. We modernize through better fabrics, updated silhouettes, and performance features while preserving the refined aesthetic customers expect from Bobby Jones. We want someone to recognize the brand immediately but appreciate that it feels current. That balance is where the opportunity lies.
Today’s golfers often expect apparel that performs just as well off the course as it does during a round. How has that influenced product development?
Today’s consumer expects versatility. They’re looking for clothing that can transition from the golf course to the office, dinner, or travel without changing wardrobes. That has influenced everything from our fabric selection to fit and styling. Performance is still essential, but lifestyle versatility has become equally important.
You’ve worked closely with private clubs, resorts, and golf management companies throughout your career. What role do those partnerships play in strengthening the Bobby Jones brand?
Those partners are really the ambassadors of our brand. They interact with golfers every day and understand what their members and guests are looking for. Working closely with them gives us valuable feedback while ensuring Bobby Jones remains positioned in the premium environments where our customer shops. Those relationships have been foundational to our growth.
Golf apparel has become increasingly competitive over the past decade. What differentiates Bobby Jones in today’s marketplace?
There are a lot of great brands today, but very few have the authenticity of Bobby Jones. Our heritage gives us credibility, but we pair that with modern product innovation and elevated craftsmanship. We aren’t trying to chase trends, we’re focused on creating timeless apparel that golfers will enjoy wearing for years. That combination continues to resonate.
Sustainability and responsible manufacturing are becoming more important across the apparel industry. How do you see those priorities influencing Bobby Jones moving forward?
Consumers increasingly want products that are both premium and responsibly made. That means being thoughtful about materials, sourcing, and how we develop future collections. Sustainability isn’t just a trend, it’s becoming part of good business. As we evolve the brand, it’s an area where we’ll continue making meaningful progress.
Golf continues to attract younger and more diverse players than ever before. How do you ensure Bobby Jones appeals to new generations while honoring its heritage?
You don’t attract new golfers by abandoning your identity; you do it by making your brand more accessible and relevant. We focus on contemporary styling, improved fits, and performance fabrics while keeping the timeless sophistication Bobby Jones is known for.
Younger consumers appreciate authenticity, and that’s something our brand has in abundance. Our job is simply to present it in a modern way.
What excites you most about where golf apparel is headed over the next five years?
I think we’re entering an exciting period where technical innovation and classic style are finally meeting in meaningful ways. Golfers no longer want to choose between performance and sophistication; they expect both. That plays directly into our strengths as a brand. It’s a great opportunity to continue elevating the customer experience.
When you think about the future of Bobby Jones, what do you hope golfers say about the brand ten years from now?
I hope they say we honored one of golf’s greatest legacies while making it even more relevant for a new generation. If we’ve built products people genuinely love to wear and strengthened relationships throughout the golf industry, then we’ve done our job. Great brands evolve without losing sight of who they are. That’s exactly where we’re headed.
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For more info on Bobby Jones click HERE.
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M. James Ward
A long-time member of both the GWAA and MGWA. The 68-year-old has covered all facets in golf since 1980 — including reporting on over 100 major championships and 13 Ryder Cup matches. His writings have appeared in various outlets. On a personal level, has played over 2,000 courses globally and is lead reviewer for Top 100 Golf Courses.
Previously served for 17 years as national course rating panelist for Golf Digest. Has also personally competed in USGA Championships. Resides in the metro New York City area with his wife Celeste. Favorite quote paraphrased for golf — “You are what your golf score says you are.”