Bishop’s Stortford golf professional Helena Holland launches her own sportswear brand S3 (Sweet Spot Styles)

Bishop’s Stortford golf professional Helena Holland has launched her own bespoke sportswear brand.

The 26-year-old former Birchwood High School student named her label Sweet Spot Styles - or S3.

Helena said: “As golfers will know, the sweet spot of a golf club is the perfect shot being hit from the middle of a clubface. We can relate the sweet spot to our clothing brand.”

She has used her playing experience to hone the features in her clothing range.

Helena started learning golf at the age of 12 at Bishop’s Stortford Golf Club with Marcia Oram and the junior section.

Her talent was nurtured at the Dunmow Road club and she began her PGA (Professional Golfers’ Association) coaching journey with Simon Sheppard in the pro shop before moving to Gosfield Lake Golf Club, in north Essex, to complete the course in 2022, and attending graduation at Birmingham University in May 2023.

As an amateur, she competed at county and England level before turning pro at 18 and joining the WPGA (Women’s Professional Golfers’ Association) circuit for four years.

She said: “From working in the pro shop at Bishop’s Stortford, I’ve come across many women golfers who’ve struggled to find golf clothing that fits the female body.

“I’ve also experienced this myself, so over the years I’ve created designs. They were more doodles than anything until I thought ‘Why not create something from them?’

“It was a three-year process behind the scenes of completing my PGA course and finding a designer/manufacturer company which suited my brand perfectly.”

Helena said her focus was on creating flattering sportswear women can be confident wearing. Clingy pieces are out and garments incorporate special features to ensure they stay in place during even the most testing round.

“Ladies’ trousers were our main target,” she said. “Many high-end retailers have great trousers for everyday wear, but in golf it’s very difficult to find trousers that stretch and are fit for purpose.

“Our S3 trousers are full stretch with a slight thickness to ensure they’re not see-through and provide full comfort out on the golf course. They’re also high-waisted – to push the ‘feeling confident while performing’ factor.”

A men’s range was not part of her original plans, but in response to demand she has come up with garments which add colour and pattern plus the same athletic stretch and flattering fit as her female designs.

Helena said: “Last year it all came together. The brand is a family-run business with myself and my mum as the face of it and other family members helping behind the scenes.”

Helena is Sally and Trevor Holland’s youngest child. She has two brothers, Charlie and Nicholas, and a sister, Samantha.

Her focus this year is selling her range at Gosfield Lake’s shop and online at www.s3clothing.com. “Our goal for next year is to reach out to pro shops and possibly start to stock the S3 brand in golf clubs,” she said.

She has also begun negotiations with outlets in Spain and the USA. A junior range is on the cards for 2026 and, if the business continues to grow, Helena hopes to start recruiting employees.

But for now, she said: “The behind-the-scenes work is by my parents and the designs are my own – together we are an amazing team.”