From the boardroom to the clubhouse: How Clubdayze found its Quiet Drive

If you’ve ever stood in a new environment and felt a bit like a fish out of water, you’ll understand how Clubdayze began.

For founder (and LVC client) Bec Laut, this feeling was the start of something much bigger.

In 2022, she took to the golf course for the first time and was immediately aware of how out of place she felt.

“I was really struggling to see how I fit into the game. It’s quite a male-dominated and older industry, and as a 32-year-old woman, I felt out of place.”

Ironically, this mirrored her professional experience in technology and accounting, where she’d often find herself in boardrooms surrounded by men.

But when it came to golf, what stood out wasn’t the culture - it was the clothing.

“Most clothing options felt either too bright, too patterned or what I call the ‘Palm Springs retiree’ vibe. As a millennial, I wanted something that aligned with my style: neutrals, high-quality fabrics and pieces that felt like me.”

“One of the big things I wanted to bring to golf was the opportunity for women to feel confident and comfortable on the course, without having to buy apparel they wouldn’t wear in their everyday wardrobe.”

Bec Laut, Clubdayze founder. Photo: Inbound Media.

The moment the idea clicked

The seed for Clubdayze was planted on a girls’ trip in 2024.

“One of my friends asked me, ‘What’s one big problem you could solve in your own life that would actually help other people?’ And I immediately said women’s golf apparel. I really do think golf is becoming more and more a women’s game, and there’s a need for this product in the market.”

The idea wasn’t about disrupting tradition for the sake of it.

“Even though I’m not always a stickler for the rules, I understood that golf clubs have standards. I wanted to create a product that fit within those environments, so women could go onto a private golf course and feel like they belonged.”

From the outset, the direction for Clubdayze felt clear: neutral, classic colours, functional pieces in quality fabrics you could comfortably wear for 18 holes, and polished enough for the clubhouse while being distinctly Australian.

“I wanted it to feel uniquely Australian by celebrating the landscape and the golf community, but not in an over-the-top Australiana way.”

Brand and product, hand in hand

Unlike a lot of first-time product founders, Bec didn’t rush straight into manufacturing. From the beginning, brand and product were developed in tandem, each informing the other.

Through her consulting business supporting product-based brands across operations and profitability, she’d seen what happens when brand foundations are skipped.

“Brand has to have structure first. I’ve worked with so many product businesses that have a really clear product vision, but not a brand vision. And if you want longevity, you have to get that right.”

So as Clubdayze’s first pieces were being designed with product design agency Slyletica, Bec partnered with Little Village Creative to build the brand identity.

It started with a chat over a glass of wine, where we uncovered Bec’s vision: a golf brand that felt calm, quietly luxe and truly for women, while still respecting the traditions and structure of the sport. 

From there, we put together a reverse brief, giving Bec the chance to review and sign off on our interpretation of her vision before moving into design. This step ensures we’ve understood the brief correctly and that the creative work starts from a direction that feels right for the client. 

Our lead designer, Megan, then developed three creative territories exploring the different directions the brand could take, and exploring how each one captured the feel Bec was after.

The one that resonated? Quiet Drive, embodying the essence of serene strength, where the precision and focus of golf meet the calm and centred energy of athleisure. 

With the core territory in place, we developed a full brand expression including logo, typography, colour palette and visual storytelling. Each choice was informed by the products themselves and by the experience of the women wearing them. 

For Bec, the process was eye-opening.

“I am an accountant by trade, so I’m very good at understanding the facts and figures but making creative decisions is not necessarily my strong point.”

“What the team really gave me was a way to approach creative decisions differently. They asked, ‘What brand identity do you most connect with? What feels natural?’ It helped me make choices that didn’t feel so black and white - even little details like letter spacing in a logo that I wouldn’t normally notice.”

“Having that guidance was huge. It gave me the confidence to trust my gut while also making responsive decisions that I might not have been able to make without their support.”

…then came the curveball

Three days before Clubdayze’s first shipment was due to leave China, global tariff changes disrupted freight markets.

“My inbound costs literally went up by 44% overnight. I was sitting there doing the numbers thinking, ‘I can’t afford this’.”

The original Mother’s Day launch was missed.

“I’d already paid for a photoshoot. I didn’t even have a product in the country. I was thinking, ‘how am I going to get this out of China? How am I going to sell through this stock?’ It was so stressful.”

Eventually, product arrived just two days before the rescheduled shoot. The launch went ahead in May 2025 - later than planned, but intact.

For Bec, it was a lesson to expect that things won’t always go to plan, and to roll with it when they don’t.

“Product is such a timing game. You can build in buffers for cost and time, but there are always things you just can’t control.”

Wearing every hat (by choice)

Since launching Clubdayze with a six-piece collection, Bec has overseen design, production, marketing, e-commerce and logistics, all while continuing her consulting work.

“It’s very different to trading time for money. In a service business, you invoice and get paid. In product, your money is tied up in stock.”

The experience has given her a new perspective.

“It’s given me a completely different level of empathy for my clients. The last 18 months have been tough for product businesses, and I’ve been in it too.”

With a baby on the way, she’s now intentionally adjusting how she works.

“I’ll be stepping back from consulting, which gives me more flexibility to focus on Clubdayze.”

Advice, momentum and what’s next

When asked what advice she’d give aspiring founders, Bec’s clear.

“If you even have an inkling it’s the right idea, test it. Try it. It’s so much better to try than to sit there wondering.”

Momentum matters, she adds.

“Every week I tried to take one meaningful action toward the goal. It doesn’t feel huge in the moment, but it compounds.”

And she stresses the importance of support.

“As a solo decision-maker, it can feel heavy. You really do need a village - people who can say, ‘you’re on the right track, keep going.’”

Looking ahead, Bec sees opportunity outside the golf course.

“I love where we landed with the brand because I feel like we've given ourselves flexibility to go beyond golf apparel. The goal has always been to create pieces that help women feel confident and comfortable, anywhere they go.”

That philosophy is at the heart of Clubdayze.

Not loud. Not logo-heavy. Not chasing trends.

Just quietly driving forward.

Why this one’s different

We didn’t just slap together a logo or a colour palette. We crafted a complete brand identity that feels like it belongs, in the clubhouse and beyond.

At Little Village Creative, we build brands that stand out for the right reasons. Marketing like your competitors won’t make you memorable. Being your own brand will.

Interested to see what Little Village Creative could do for you? Get in touch here.