The Galvin Green Story
Galvin Green was founded in 1990 by Tomas Nilsson. Back then, the wet-weather apparel market was very different from what it is today. Golf waterproofs were heavy and unwieldy, often restricting the swing.
Raingear then came in just a few uninspiring colors and didn’t always keep rain out.
Nilsson saw a clear gap in the market for high-tech golf clothing that combined style with performance, With head designer Mats Lundqvist, he searched out the best waterproof technology, which at the time was the GORE-TEX® membrane.
Using this cutting-edge waterproof technology, they designed smart, colourful and technically advanced outerwear that incorporated the latest fabrics and components.
Over the last few decades, the company has built on those foundations and stayed true to its commitment to making good quality, high-tech, stylish golf apparel that is comfortable and protects you from the elements. Over a million pieces have been sold from the golf rainwear collection, and have developed an extensive range of apparel designed for the golf course.
Galvin Green’s pioneering layering concept — Comfort Combinations providing the right apparel to ensure comfort and protection from different weather conditions. Waterproof, windproof, warming, cooling, or a combination of them – a layering concept allowing you to achieve comfort on the course, no matter what nature throws at you.
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What sparked your interest in opting to lead Galvin Green?
Having spent more than 20 years with Galvin Green – and working my way up through the family business – the decision was less about stepping into something new and more about continuing a journey that my father started in 1990.
Galvin Green has a very clear identity – innovation, superior quality and performance, plus a genuine commitment to golfers – and the opportunity to lead that into the future was incredibly motivating. It’s about building on a strong legacy while ensuring we remain relevant to the next generation of players.
When consumers hear the words – Galvin Green – what should come to mind?
Performance without compromise.
We want golfers to immediately think of reliability in all conditions – particularly when the weather turns. At the same time, innovation, sustainability, and premium quality should be front of mind.
When golfers wear Galvin Green, they do so with utmost confidence knowing that our clothing is designed to be long-lasting and stand up in all weather conditions.
Who is your customer in 2026?
Our core customer is the serious golfer – someone who plays regularly and values long-lasting product performance.
But we are seeing this profile constantly evolve. As such, we’ve introduced more capsule collections, like the Galvin Green CONCEPT collection, aimed at younger, more fashion-conscious golfers seeking technical excellence on the course, but also pieces that fit seamlessly into their lifestyle beyond it.
What specific marketing plans are you implementing this year in widening overall visibility and customer development?
We’re focusing on a more integrated approach – combining strong retail partnerships with a greater investment in digital storytelling and direct-to-consumer channels.
There’s also a renewed emphasis on working closely with ambassadors and key markets like the UK & Ireland and North America to ensure we’re visible where serious golfers are ever present.
The goal is not just reach, but meaningful engagement with the right audience.
How do you distinguish between a clear trend and an outright fad?
A trend has longevity and aligns with the core needs of the golfer – performance, comfort, and usability.
A fad is often more superficial and short-lived.
For us, the filter is simple: does it enhance the playing experience? If it doesn’t, it’s unlikely to be something we pursue. Galvin Green has always been about quality over quantity, and this is something that we will never compromise.
If you could change one thing in golf unilaterally – what would it be and why?
I would make the game more accessible, both in terms of time and perception.
Golf has made great progress in recent years, but there’s still an opportunity to simplify entry points and make it feel more inclusive.
The more people who feel comfortable stepping onto a course, the healthier the game will be long-term.
Companies routinely talk about the importance of customer service. Define the term and the approach Galvin Green follows.
Customer service, for us, is about delivering consistency at every touchpoint – from product performance to after-sales support. It’s not just about solving issues, but about building confidence in the brand.
That means being responsive, knowledgeable, and proactive, while ensuring every interaction reflects the same quality as the product itself.
How does Galvin Green secure customer feedback? And can you outline one such instance when the company learned and adapted from such a comment?
We gather feedback through multiple channels – retail partners, direct consumer communication, and our own testing processes with golfers. One clear example is the instalment of the Advisory Board initiative, involving 13 key retail partners from across the UK & Ireland, Europe, the US and Canada.
The Advisory Board has been designed to combine the voices of our top retail venues in different markets around the world to ensure a more complete understanding of consumer needs, while feedback from the inaugural Växjö Experience has helped shape our upcoming golf apparel collections.
This input from some our best-in-class global accounts is incredibly valuable input for our design team.
The biggest challenges short- and long-term facing Galvin Green are what?
In the short term, it’s navigating a rapidly changing retail environment and ensuring we remain visible and relevant in a crowded market.
Long term, the challenge is maintaining our premium positioning while always striving to innovate and operate even more sustainably than we currently do. Balancing those elements is key to long-term success.
What strategic steps are being implemented to deal with each?
We’re investing in stronger partnerships with key retailers and product development to ensure we maintain our leadership in performance apparel.
On sustainability, we’ve adopted a long-term approach – focusing on responsibly sourced materials, product longevity and durability across our entire collection.
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