G/Fore Appointed Scott Ruerup as CEO
The appointment of the veteran executive to lead the golf brand officially took effect in January 2026.
Updated on Sept. 25, 2026 in Golf
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G/Fore announced in September 2026 that industry veteran Scott Ruerup took over as the company's chief executive officer in January 2026. Ruerup oversees the global commercial strategy and operations for the Richemont-owned brand.
Why it matters
The leadership change aims to bolster the brand's presence in the competitive golf footwear and apparel market. Under the new direction, the company intends to prioritize the expansion of its broader lifestyle business.
G/Fore maintains a global footprint across 35 countries through various retail channels. The brand operates through its own website, independent pro shops, specialist retailers, and branded boutiques in locations like New York and Beverly Hills.
The players
Scott Ruerup
He serves as the CEO of G/Fore and oversees the brand's global commercial strategy.
Scott Mahoney
He is the CEO of Peter Millar and oversees the leadership reporting structure for G/Fore.
G/Fore
Founded in 2011, this golf footwear and apparel company is a member of the Richemont luxury goods portfolio.
Peter Millar
This apparel brand manages corporate oversight for G/Fore and shares executive leadership resources.
The details
Scott Ruerup reports to Scott Mahoney, the CEO of Peter Millar, as the company integrates its leadership strategy. Ruerup brings experience from his tenure at Peter Millar, where he has been employed since 2011.
Timeline
Scott Ruerup began his tenure at Peter Millar in 2011.
The appointment of Scott Ruerup as CEO took effect in January 2026.
The official company announcement regarding the appointment occurred on September 25, 2026.
Season Trajectory
The leadership change follows a pattern set by the acquisition of G/Fore by Richemont, which prioritized scaling the brand globally. This shift positions the company to compete more aggressively with established lifestyle apparel brands in the professional golf circuit.
The appointment ensures consistent commercial strategy across the brand's boutique and pro shop network. Golfers can expect continued integration of apparel and footwear lines as the brand scales its footprint in international markets.
The takeaway
Ruerup is tasked with scaling the brand beyond its core golf roots into a comprehensive lifestyle label. Consistent retail presence remains the primary vehicle for sustaining growth in this competitive market segment.
Further reading
For more information on the evolving landscape of professional golf equipment and apparel, visit the Golf section.
Source note: This article includes information reported by FashionNetwork.
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