If you’re into golf, tennis and pickleball, and looking for a fresh, up-and-coming Canadian brand that truly stands out, say hello to BOV Active. Founded by Michelle Choi in Toronto, BOV Active is redefining activewear with a focus on community building, inclusivity and empowerment. Their stylish, high-performance pieces—from sculpting tops to pleated skirts—are perfect for fitness. BOV Active is also dedicated to creating a space for women in golf, hosting events like Sip & Swing to bring women together on and off the course. We chatted with Michelle to learn more. —Noa Nichol
What inspired you to create BOV Active, and how does the brand differentiate itself from other activewear companies in terms of community building and empowerment?
Bov Active was inspired by my own journey with golf. When I started golfing, especially after being influenced by golf fashion in Korea, I noticed how difficult it was to find stylish, functional pieces for women in North America. During the pandemic, when travel was no longer an option, the lack of fashionable and versatile women’s golf apparel became my problem to solve, and that’s how Bov Active was born. I wanted to create pieces that not only look great but also make women feel confident and comfortable on the course.
What sets Bov Active apart from other activewear brands is how much I pour my personal experience into the brand. As an avid golfer myself, I know firsthand what functions, fabrics, and fits are crucial for women to feel comfortable and confident while playing. I’m also a young professional, so I understand the busy lifestyle that many modern women lead. I designed Bov Active with that in mind—to offer versatile, stylish pieces that women can wear on the go, whether they’re heading to the golf course, running errands, or grabbing a coffee with friends.
But beyond just the clothes, community and empowerment are at the heart of Bov Active. Through events like Sip & Swing, I’m focused on making golf more approachable and less intimidating for women. My goal is to create spaces where women can come together, learn, grow, and build connections in a sport that is often seen as male-dominated. I want to foster a sense of belonging, so women feel empowered not only on the course but in every aspect of their lives. That’s the vision behind Bov Active—it’s about more than just selling activewear; it’s about building a community and making golf fun and inclusive for all women.
Can you tell us more about the design philosophy behind your collection? How do you balance style, performance, and comfort in pieces like your sculpting jackets, skorts, and pleated skirts?
The design philosophy behind Bov Active is all about blending style, functionality, comfort, and above all, versatility. One of our core pillars is creating outfits that fit seamlessly into the lives of multi-hyphenate women—pieces that work for everything from golf, tennis, and pickleball to running errands, attending coffee meetings, and more. Our collection is meant to take you from sporty activities to everyday tasks, all while looking stylish and feeling comfortable.
Take our pleated skirts, for example—they have a longer back for both style and function. In a male-dominated sport like golf, it’s important to feel confident, especially when in the addressing position, which involves bending your knees. The added length in the back provides more coverage without compromising style, ensuring you feel secure and confident on the course.
We’ve also designed with practical elements in mind, like D-rings where you can hang ball pouches, and shorts that are non-negotiable in all our skorts for extra coverage and confidence. Our skorts also feature pockets that fit everything from golf, tennis, or pickleball balls to tees and lip glosses, so you’re ready for whatever comes your way.
At Bov Active, we’re proud to create pieces that are truly unique in both style and quality. Our outfits aren’t just for one activity—they’re designed to empower women to transition effortlessly between different parts of their day, all while feeling comfortable and looking great. Whether you’re hitting the golf course or heading to a meeting, our collection has you covered.
Golf has traditionally been seen as a male-dominated sport. How does BOV Active aim to empower women to participate confidently in golf, and how do events like Sip & Swing help foster that community?
Golf has traditionally been seen as a male-dominated sport, and one of my main goals with Bov Active is to break down those barriers and make the sport more approachable for women. I’ve always believed that confidence starts with how you feel in your outfit. Beyond the clothing, community is a big part of what we do.
Our Sip & Swing events are a key way we foster that sense of belonging – we welcome women of all levels, from those who have never touched a golf club to those who love the game and want to connect with others. The focus is on creating a fun, open community where women can sip on matcha and drinks, mingle, and learn golf in a relaxed, supportive atmosphere. We’re learning from professionals to build strong fundamentals, ensuring that everyone—regardless of experience—can develop their skills with confidence.
What makes these events truly special is the community we’re building. Many women come on their own, looking to make friends and connect with like-minded women because golfing together is just so much more fun. At Bov Active, we’re committed to fostering a supportive, empowering environment, and we’re excited to continue building this community where women feel welcome and confident both on and off the course.
As we approach the holiday season, what makes BOV Active’s collection a great gift option, and which pieces would you recommend for someone looking to combine fashion and function in their activewear?
As we approach the holiday season, Bov Active’s collection makes for the perfect gift option, especially for those with an active lifestyle or anyone looking to embrace one. Our pieces are incredibly versatile, designed to seamlessly transition from one activity to another while combining fashion and function.
For golf and tennis players, I’d highly recommend our ponytail ribbon sun visors. These aren’t your typical sports store visors—they’re made with luxe, sweat-wicking fabric, designed to flatter different face shapes, and the detachable ribbon adds versatility. You can use the ribbon as a stylish bag charm, making it a standout accessory both on and off the court.
For men, our unisex baseball caps are a hit. Whether it’s for your partner, boyfriend, or dad, these caps fit well with men’s facial structure, offering both style and functionality for any sporty activity or casual day out.
Lastly, I’d recommend our latest Maeve sets, which are ideal for sports, pilates, yoga, and even casual walks. The sets come with skort and pants options, providing the perfect balance of comfort, style, and performance. With Bov Active’s focus on versatility, these pieces make thoughtful, practical gifts that will be appreciated by anyone with an active lifestyle.
Inclusivity is a key part of BOV Active’s mission. How do you ensure that your brand and events promote inclusivity, and how have you seen your community respond to these efforts?
Inclusivity is central to Bov Active’s mission, and it’s reflected in both our clothing and community. Our goal is to make sports like golf, traditionally male-dominated, more accessible and less intimidating for women of all backgrounds and skill levels. This inclusivity shines through in our Sip & Swing events, where women—from beginners to seasoned players—can come together in a supportive, relaxed environment.
We’ve seen women attend on their own and leave with new friends, building a community that thrives on connection and empowerment. It’s been incredible to watch how our events create a space where women feel confident to learn, have fun, and embrace a sport that’s often seen as exclusive. The response has been overwhelmingly positive, and we’re proud to keep fostering this open, supportive community.
Win! A $250 BOV Active Gift Card!
One lucky Canadian winner will receive a $250 BOV Active Gift Card! To enter, head over to Instagram, follow @bovactive and @vitadailymedia and make sure to fulfil all the entry rules in the caption of the corresponding contest post. Contest opens October 10, 2024 and closes October 17, 2024. Complete contest rules and regulations here. Please note: if you are the winner, you will receive a DM (direct message) in Instagram directly from @vitadailymedia. Please be wary of fake accounts, which often use similar handles with an extra or missing letter, number or symbol. We will never ask for a payment or for your credit card number, and we will never ask you to click through a link. If you are unsure whether you have been contacted, via Instagram, by us or a fake account, email us before responding.
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