Scott Ruerup named CEO of luxury golf brand G/Fore

US-based luxury golf and lifestyle brand G/Fore has appointed Scott Ruerup as chief executive officer. Ruerup reports to Scott Mahoney, chief executive officer of apparel company Peter Millar.

Ruerup, a graduate of the Savannah College of Art and Design, began his career at American tailoring house Oxxford Clothes. He joined Peter Millar in 2011 as vice president before being named president. During his tenure, Ruerup played a pivotal role in the company's expansion into a premier luxury apparel brand.

“I am excited to be stepping into this role as CEO of G/FORE, working closely alongside Scott Mahoney and the amazing team at G/FORE,” said Ruerup.

In his new role, Ruerup will oversee the global business strategy and operations for the company. His focus will center on accelerating sustainable growth, strengthening brand equity, and expanding the brand's position within its parent company, Swiss luxury group Compagnie Financière Richemont (Richemont), through product innovation and consumer experiences.

“For more than a decade, Scott has been an integral part of the Peter Millar team, demonstrating a profound understanding of our business, customers, and culture,” said Mahoney. “Under his leadership, G/FORE will continue building upon its position as a leader in high-performance, fashion-forward golf footwear and apparel, expanding into a broader premium lifestyle brand.”

Founded in 2011, G/Fore designs golf footwear, apparel, and accessories for menswear and womenswear. The brand operates boutiques in Beverly Hills, New York City, Palm Beach, and Scottsdale, alongside distribution through specialty retailers and golf pro shops in more than 35 countries.