Making Golf More Fun & Less Intimidating for Women with Michelle Choi from Bov Active - Founder Stories Ep #77

Pitch Please

In this episode of Pitch Please, Mike Thibodeau sits down with Michelle Choi, founder of Bov Active, to discuss her inspiring journey of launching a women's golf athleisure brand from scratch. With no prior experience in fashion, Michelle turned her passion for golf and fashion into a business that’s empowering women to embrace the sport and feel confident on the golf course.

Michelle shares the unique challenges of building a physical product in a tech-dominated startup world, how she discovered gaps in the market for women’s golf wear, and the community-first approach that sets Bov Active apart. From pop-up events to the creation of Sip and Swing, Michelle dives into the strategy behind her brand’s growth, her mission to make golf more inclusive, and how she’s working to expand her reach through wholesale.

In This Episode, You’ll Learn:

• From IT to Athleisure: How Michelle transitioned from IT project management to building a fashion brand.

• Identifying Market Gaps: The lack of stylish and functional golf wear for women in North America and how Bov Active fills this void.

• Community and Empowerment: The role of events like Sip and Swing in fostering a supportive community for women in golf.

• Fashion as a Business: The challenges and successes Michelle faced in navigating supply chains, manufacturing, and marketing for a physical product.

Takeaways

• Michelle always aspired to be an entrepreneur, influenced by her parents.

• The pandemic highlighted a gap in the golf fashion market for women.

• Bov Active aims to empower women to participate in golf.

• Community building is essential for the brand's success.

• Michelle had no prior experience in fashion or marketing.

• The first batch of products was overproduced, leading to challenges.

• Finding the right manufacturer was crucial for product development.

• Versatile and timeless fashion is key to sustainability.

• Lower minimum order quantities (MOQ) can help test products effectively.

• Storytelling and personal connection are vital for brand growth.

Chapters

00:00 - Introduction to Bov Active and Its Mission

03:02 - Michelle's Journey from IT to Entrepreneurship

06:02 - Identifying Market Gaps in Golf Fashion

08:57 - Building a Community Around Golf for Women

11:53 - The Challenges of Starting an Athleisure Brand

15:11 - Navigating the Fashion Industry Without Experience

17:51 - The Importance of Versatile and Timeless Fashion

21:11 - Future Plans for Bov Active

24:13 - Key Takeaways for Aspiring Entrepreneurs

About Michelle

Michelle Choi is the founder of Bov Active, a women’s golf athleisure brand redefining golf and tennis wear for the modern, active woman. After a career in IT project management at one of Canada’s Big 5 banks, she turned her side hustle into a full-time passion. Featured in the media as a golf fashion expert, Michelle has experience running storefronts and hosting pop-up, while fostering a community of women through events and collaborations. Bov Active’s mission is to make golf more approachable and enjoyable, offering versatile, confidence-boosting designs that empower women on and off the course, while building a supportive and inclusive community around the sport.

About Bov Active

Bov Active is a women’s golf athleisure brand offering versatile, fashion-forward pieces that effortlessly transition from the golf course and tennis court to everyday wear. Our mission is to empower women by providing stylish, functional apparel that boosts confidence in a traditionally male-dominated sport. We aim to inspire more women to take up golf, embrace an active lifestyle, and feel confident in their game, on and off the course.

Want to Connect?

Michelle: https://www.linkedin.com/in/michellechoi-bovactive/

Bov Active: https://www.linkedin.com/company/bovactive/

Website: https://bovactive.com/

Want to get Involved?

Follow along our journey on Instagram, TikTok @bovactive

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