Bringing a greater good and increasing diversity in the golf industry are two newly formed entities: Society 61 and the Society 61 Foundation. The visionary and CEO behind the two entities is Krys Fields. The two organizations are bodaciously and intentionally implementing a well thought-out plan to diversify the golf industry.
Society 61 is a clothing brand designed for golfers and combines traditional style with the modern look and feel of today’s best sports materials and fabrics. The line was created to honor pioneers from the past who paved the way for diversity in golf. The Society 61 name pays homage to the barrier breaking “Caucasian-only” clause in golf that was a part of the Pro Golfers Association (PGA) guidelines, Article III Section I, which stated only Caucasian males, 18 and older, were eligible to receive a tour card. The clause was receded in 1961.
African American golfer Charlie Sifford broke that color barrier by receiving his PGA card and opened the door for golfers of all ethnicities to officially compete on the tour. The Society 61 clothing brand, launched in 2021 to celebrate the 60th anniversary of that historic moment. For the coming year, “Twenty twenty-three (2023) is about giving our EFM Junior Golfers the best chance they have to succeed. This means they have the right tools and are very confident when they step on the course to compete,” says Krys Fields.
The Society 61 Foundation supports inner-city youth participating in its Eligible for Membership (EFM) Junior Golf League. “We provide skilled junior golfers with the support needed to advance to the elite level of the sport: life skills; access to professional golf coaches; financial support for elite tournaments; and golf equipment, accessories and clothing” says Jewel Love, a Senior Advisor and Board Member.
The EFM youth golfers also receive access to high-quality golf courses and practice facilities. The flagship league is located at the historic Chester Washington Golf Course in Los Angeles, Calif. In 2023, a second league will be planted at Knollwood Country Club in Los Angeles in addition to a city (yet to be determined) on the east coast. Building a pipeline of more Black and Brown youth on the course and exposed to the entire industry, to understand career possibilities for themselves, is the sweet spot of our model to diversify the industry
Both Society 61 and the Society 61 Foundation aim to build a pipeline that will bring more Black and brown youth on the course and exposed to the entire industry of golf, the opportunities that abound, and help them to understand career possibilities for themselves. Jewel Love says “This is the sweet spot of our model to diversify the industry.”
Society 61 will be at the January 2023 PGA Merchandise Show in the apparel section at booth #5191. To learn more visit http://www.society61.com and https://www.society61.org.
