The Ashworth Story
A California native and third generation avid golfer, played college golf at the University of Arizona and received a Bachelor of Science in Agronomy. John became a pioneer and leader in golf fashion whose influence has spanned decades.
His journey into the industry began unexpectedly in 1984 when he spent a season caddying on the PGA Tour for his childhood friend, Mark Wiebe. The experience opened Ashworth’s eyes to the world of professional golf, but more importantly, it revealed a glaring gap in golf apparel—a space he would soon come to fill.
After a year on Tour, Ashworth was ready for a new challenge. An opportunity came through one of Wiebe’s sponsors, Gerry Montiel, who offered him a position as a buyer and merchandiser in his high-end sporting goods store in Denver. This experience gave Ashworth a crash course in retail and design, sparking his vision for stylish, functional golf clothing. In 1987, with support from Montiel, Ashworth founded the eponymous brand Ashworth, setting out to bring a modern, casual look to the course—a stark contrast to the staid, traditional golf attire of the time.
With Tour connections forged during his caddying days, Ashworth introduced his designs to PGA players, most notably Fred Couples, John Cook, and Ernie Els. When Couples famously won the 1992 Masters sporting Ashworth apparel, the brand’s influence skyrocketed.
Known for its timeless yet modern approach, Ashworth’s clean, laid-back style became synonymous with a new era in golf fashion, blending California cool with athletic functionality. After stepping away from Ashworth in 1997, John went on to pursue other ventures rooted in his passion for golf as a lifestyle and his belief in forging connections.
In 2014, John spearheaded the effort to save and renovate Goat Hill Park in Oceanside, CA, which has since become a must-play muni in the area. Today, Ashworth has returned to the brand that bears his name, bringing with him decades of experience and a renewed commitment to authenticity and innovation in golf apparel. From his early days as a caddie to his current leadership at Ashworth, John Ashworth remains a true icon in the golf industry, continually shaping and defining what it means to dress for the game.
The Ashworth Pathway
When I was 8 or 9 years old, my mom gave me a choice that would change my life forever: go to Sunday school or caddie with my dad on Sunday mornings. My dad was a school teacher and a complete golf nut, and my mom was a nurse – we lived in a modest house, but golf was our family’s passion. Of course, I chose to caddie with my dad, and that decision sparked a love affair with the game that has defined my entire career.
That early caddying experience led me to carry bags professionally, including a season on the PGA Tour where I caddied for Mark Wiebe in about a dozen events. Though the caddying didn’t work out long-term – Wiebe made only a handful of cuts and had to go back to Q-school – those months on tour gave me an insider’s perspective on what golfers really needed.
When Jerry Montiel hired me as a buyer for his sporting goods store’s golf department in 1985, I brought that caddie’s eye for what worked and what didn’t on the course. I quickly recognized a gap in the market for transitional apparel – clothes comfortable enough for golf but stylish enough for a night out afterward. That insight, born from years of watching golfers from bag-carrying distance, became the foundation for what we built at Ashworth.
Looking back, that choice my mom gave me at age 8 – Sunday school or the golf course – set everything in motion. From caddying for my dad to carrying bags on tour to eventually creating a brand that changed how men dress for golf, it all traces back to those Sunday mornings when I chose the course over the classroom.
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You wake up in the morning- what’s the driving passion?
Coffee.
After that everything’s gravy. My driving passion these days?
A few things. First and foremost, serve my family and community the best I can. Second, create a unique atmosphere and experience at Goat Hill Park. Good greens and a super fun course to play and to hang out with friends and rejuvenate the senses.
Third, help the new ownership group to revive and stimulate the Ashworth golf brand by creating cool style with a brand message promoting the game that resonates and influences in a positive way.
You were on the ground floor with Ashworth when the company started. What was the genesis?
The selfish desire to make clothing I wanted to wear for golf and beyond. I wasn’t a fan the clothing being offered for golf at the time which was the early through late 80s.
Who is the Ashworth customer in 2025?
Me — and anyone who enjoys golf as part of their balance in life.
How has the apparel industry evolved since your initial involvement to present day?
In 1987 computers and cell phones hadn’t been invented yet. So it was radically different.
Plus, it’s a much more crowded marketplace, anyone with an Instagram account has their own clothing line, kind of crazy.
So much of present-day apparel is created overseas – mainly in China. How do you see the possibility of enforced tariffs impacting companies in that lane and the customers they have?
Luckily not making anything in China at the moment but I think all that will level out soon.
You’ve been a long-time advocate in keeping golf accessible to the widest number of people. What grade would you give to the main golf organizations in seeking to grow the game to an even wider audience?
Solid C.
If you could change one thing in golf unilaterally — what would it be and why?
We need as many affordable/accessible facilities as possible – like Goat Hill Park.
As much as anything golf courses are healing centers, they are outdoor recreational and mental health facilities.
If you build them, they will come. A golf course is a wonderful thing for the whole community, from the cradle to the grave.
Best advice you ever received — what was it and who was it from?
My dad was a school teacher and mom was a nurse so as a kid I received ‘salt of the earth’ great advice on the daily.
Then in my adult years, constantly practice developing good qualities in the mind through mindfulness, alertness and discernment in the present moment – right here/right now — from Thanissaro Bhikkhu.
Biggest challenges facing Ashworth short and long term are what?
The golf apparel market has become increasingly crowded. Major athletic brands, major athleisure brands plus hundreds of smaller niche brands all vying for shelf space in the green grass market and online.
This influx of well-funded competitors with broad marketing reach makes it difficult for specialized golf brands to maintain market share and visibility. Definitely a challenge but we need to stay true to who we are and be creative and nimble and embrace the challenge.
What strategic responses do you see as being needed to deal with each?
Ashworth will differentiate itself by emphasizing its authentic golf heritage as a company that has been exclusively focused on making premium golf apparel since 1987.
We’ll leverage our deep understanding of golfers’ specific needs and our commitment to the game and back that up by making really cool and good looking gear.
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