Luxury golf footwear and apparel brand G/Fore has officially appointed Scott Ruerup as its new Chief Executive Officer, effective January 2026. The announcement was made on Thursday by the U.S. brand, which operates under Peter Millar within the Richemont portfolio.

In his new role, Ruerup will report directly to Scott Mahoney, CEO of Peter Millar. He will oversee G/Fore’s global commercial strategy and operations, focusing on product innovation, expanding the brand's footprint, and enhancing the overall customer experience.

"I am delighted to take on the role of CEO at G/Fore and to work closely with Scott Mahoney as well as the outstanding G/Fore team," Ruerup said in a statement.

Ruerup’s Background and Executive Experience

A graduate of the Savannah College of Art and Design, Ruerup began his career in the apparel industry at Oxxford Clothes. He joined Peter Millar in 2011, serving as Vice President before advancing to President. Over more than a decade in leadership at Peter Millar, he played a central role in driving the company's growth in luxury golf apparel.

"For more than a decade, Scott has been an integral part of the Peter Millar team, demonstrating a deep understanding of our business, our customers and our culture," Mahoney noted in a press release.

Brand Growth and Market Footprint

Under Ruerup’s leadership, G/Fore aims to strengthen its core presence in golf footwear and apparel while broadening its wider lifestyle business.

Founded in 2011, G/Fore incorporates design influences from art, architecture, and haute couture into its men’s and women’s lines. The brand’s products are currently distributed across more than 35 countries through its direct-to-consumer website, specialized retailers, golf pro shops, and brand boutiques in Beverly Hills, New York, Palm Beach, and Scottsdale.