Volition America, a company renowned for its commitment to supporting heroes, celebrates its tenth anniversary.
John Smart, the entrepreneur behind automotive component maker Elgin Die Mold and medical device contract manufacturer Trident Manufacturing, had what he referred to as his 'national awakening' following a round of golf.
This wasn't your typical golf outing. At the insistence of friends, the Illinois-based businessman found himself attending a Folds of Honor gala dinner one evening. His goal was to bid and win the chance to play in a Pro Am with 13-time PGA Tour winner Craig Stadler.
Sharing the green with his longtime idol, "The Walrus," over Memorial Day Weekend, was a blast. But the real standout moments came from the time he spent socializing with military families. He left the experience with a newfound appreciation for the holiday, realizing he'd taken it for granted his entire life. He also came to understand the importance of Folds of Honor, a nonprofit that offers scholarships to the families of fallen or disabled service members and first responders, and saw the need for more attention and support for this cause.
After the event, Smart became an active supporter of Folds of Honor and formed a close bond with the charity's founder, Lieutenant Dan Rooney, a PGA Professional and F-16 fighter pilot who completed three combat tours in Iraq. Rooney shared his vision of building a brand to support the charity, and pursuing that vision became Smart's mission.
“Each and every American benefits from the sacrifices of our military and first responders; why aren’t we all joining forces in support of them? Why shouldn’t this be a shared phenomenon among all Americans? That’s why I made the decision: all in. What do we need to do? We built a brand around choosing America, and a portion of every sale goes toward aiding those who gave us the freedom to choose,” Smart explained.
The initial concept for Volition America, established in 2014, centered around selling jeans, T-shirts, and belt buckles. However, it wasn't long before Smart identified the numerous hurdles associated with entering the apparel market through denim. Swiftly, the brand shifted its focus to golf – a pastime where its mission-driven model clearly resonated.
Smart recognized that Volition America was more of a movement than an apparel brand and its relationship with the Folds of Honor Foundation provided the brand with a compelling narrative. Gaining a foothold in a competitive market, however, required more than inspiration. Research revealed that 80% of golf apparel sales came through green grass accounts, so Smart devised a strategy to tap into this critical market segment. He took it upon himself to traverse golf courses, carrying bags full of polos, building relationships, and sealing deals.
He described the early days of selling golf apparel door-to-door as "daunting" but knew that the backing of influential corporate leaders and CEOs validated the brand's potential.
“What was intriguing was their overwhelmingly positive reception to the concept and the brand. I knew I had an untapped market, and I pondered the idea of collaborating with a major golf brand,” Smart mused. Determined to collaborate, he embarked on a campaign of cold calling industry players – a hustle that eventually paved the way for a meeting with the Cobra/Puma team in Carlsbad. Successfully, they signed a licensing agreement based on the brand's infectious ideals and narrative.
The collaboration gained significant traction in 2018 when PGA Tour star Gary Woodland, having concluded his Under Armour deal and searching for a new clothing sponsor, reached out.
“He asked if he could wear our gear for free while he was shopping around for a new deal because he supports the Folds of Honor and the American Volition mission. We said ‘absolutely!’”
Woodland was paired with Tiger Woods on the final day of the PGA Championship, leading to extensive TV coverage. The exposure proved beneficial, as it clearly demonstrated the resonance of Volition America's brand DNA with audiences.
In 2019, Woodland officially joined the team as an ambassador, and he went on to win the U.S. Open.
“The week following his win, volition America sales skyrocketed. Having him walk up the 18th hole with Jim Nance mentioning Folds of Honor and Volition America was an unforgettable moment for me and a testament to the brand’s impact.”
Looking at Volition America’s growth from a bird's eye view, Smart acknowledges that the brand's journey was more trial and error than planned architecture. It has incorporate elements from three influential business models: Toms' socially responsible ethos, Fanatics' role as a central hub for sports merchandise (Smart sees Volition as the Fanatics of patriotic gear), and Supreme's collaboration-driven appeal. These influences have forged a brand that blends partnerships and purpose.
Today, Volition America's brand partnerships include Luminox, Revo, Lizard Skins, Victus, Marucci, and most recently, Foresight, who introduced a Volition America edition of their Quad Max Launch Monitor.
Volition America's merchandise is easily accessible online and in over 2,000 golf shops nationwide. Over the last year, Volition America has managed to contribute over $1.3 million to Folds of Honor. A portion of each sale is donated to Folds of Honor, and when it's through a royalty deal, 13% of that revenue goes to Folds. The number 13 was selected because an American flag is folded thirteen times into a triangle shape during military funerals and ceremonies, symbolizing the thirteen colonies and stripes on the flag. This figure is frequently used in Volition's brand communication, often for educational purposes.
"We don't inflate the price for licensing fees beyond what a typical company would charge. The main objective was to generate funds for Folds. It wasn't about creating a lucrative enterprise—I've already got a job—this was about giving back, fostering unity in the country, and assisting those who serve us."
Volition America's long-term goal is to extend its mission, providing patriotic gear that resonates with Americans involved in a variety of activities—whether it's golf, fishing, tennis, or skiing—allowing them to display their pride and embody their values visibly.
"We have eight significant potential partners lined up that will significantly boost our reach across various sports," Sapiente disclosed, adding that the ultimate aim is to establish Volition America as the preferred brand for celebrating American pride and supporting our country's heroes.
Sapiente’s aspirations do not end there. "The day the Olympic team is dressed in our clothes is the day we become who we claim to be—America's brand. I aim to inspire pride in America and to support the individuals who enabled us to feel proud to be Americans."
He's also promoting a television show tentatively named The Volition America Patriot Games, an unscripted, golf-themed reality series where military personnel would compete in innovative challenges—such as a long-drive contest off a naval ship's deck into the ocean.
With a completed treatment, a production company, and a showrunner on board, the concept is actively being proposed to networks. Sapiente draws inspiration from Battle of the Network Stars, which ran on ABC from 1976-1988, for the show's blend of competition and camaraderie.
Brands that promote patriotism often align with a specific political ideology, but Volition America challenges this norm. Instead, its messaging seeks to bridge divisions and unite the country.
"You can be strongly conservative and love your country, and you can be strongly liberal and love your country. We are not red or blue; we are red, white, and blue."
"The essence of this country was built on conflicting ideologies, and as a nation, we've evolved to argue rather than respecting the other side." Sapiente explained. "It's your choice whether you want to listen to the other side or not, but there are many intelligent individuals on both sides of the political spectrum."
Sapiente also challenges the negativity that pervades current discourse. "I believe that is something missing in our country—talking about all the positive things we do, not just the news peddling negative energy. That's what I'm attempting to do with the brand—unite the country through positive messages and respecting our fellow Americans."
John Sapiente, a key figure in Volition America, expressed his support for Lieutenant Dan Rooney and the Folds of Honor Foundation, mentioning their close relationship and shared vision. He mentioned Rooney, who is also the founder of Folds of Honor, saying, "We have a close bond with Lieutenant Dan Rooney, the founder of Folds of Honor."
During the establishment of Volition America, John Smart sought the help of notable figures in the golf industry to gain traction. One such figure was golf pro Gary Woodland, who showcased his support for Folds of Honor and the American Volition mission by wearing Volition America's apparel. Smart recounted this, saying, "Gary Woodland reached out to us, asking if he could wear our gear while searching for a new deal because he supports Folds of Honor and the American Volition mission."
