Why we built a store that doesn't look like anybody else's
When we started The Volunteer Club in April of 2022, we made ourselves one promise: never take a single day of this for granted.
What we do represents Tennessee. That's not a small thing to carry, and it comes with a duty to the people who wear the Power T on Saturdays, because we're not standing across from you. We're standing next to you. We're fans too. Every decision we've made since day one has come back to the same question: would this make Vol fans proud?
Bringing back the heroes
We believed early on that fans didn't just want an autograph from whoever's leading the team this season. You wanted the ones you grew up on. The names your dad said out loud when he watched, and the ones your granddad still brings up at Thanksgiving. So we went and found them. Whether your Tennessee fandom started in the 2000s, the 80s, or all the way back in the 60s, the goal has always been the same, to put a legend in front of you that means something to three generations of your family at once. From James Wilhoit to Deon Grant to Johnnie Jones to Condredge Holloway, we feel like we have a real idea of what you want.
The tailgates
Same idea, different setting. Gameday should feel like the best day of the week, and we've poured everything we have into making our tailgates live up to that. Do we get it perfect every time? No. We won't pretend otherwise. But we're never satisfied with where it stands, and we're always working to make the next one better than the last. That's a promise we intend to keep, and we are really excited about the new setup this upcoming season!
And now, a front door
The next evolution of The Volunteer Club is a physical retail store.
Here's what it was never going to be: another traditional Tennessee apparel shop. There are plenty of those already, and they do just fine. We didn't see the point in building one more. What we wanted was a store full of things you can't find anywhere else. Some are Vol Club staples you already know. Others are one-offs — pieces we found, made, or got our hands on exactly once, and when they're gone, they're gone for good. We also wanted the building itself to say something. From the minute you walk in, you should
feel like you've stepped into somewhere that takes Tennessee history seriously:
- A 1930s-era scoreboard on the wall
- The old bathroom door out of Neyland Stadium — yes, really
- A fridge stocked with complimentary orange soda, because it wouldn't be right otherwise
- Tennessee-themed goods throughout, the kind you'll want in your house and not just your closet
It's a store, sure. But we built it to be an experience first.
Now tell us what we're missing
We already know it won't be perfect on day one.
So we're asking: what should we be carrying? What did you look for and not find? What would make you drive across town instead of ordering something online? Tell us. We're listening, and we'd rather hear it from you than guess.
One last thing
Being Tennesseans and being Tennessee Volunteers is something we take seriously around here. It makes us proud, and pride like that comes with responsibility. There's a tradition behind this that's a whole lot bigger than any of us, and honoring it is the job.
Thank you for being part of it. Come see us.
Go Vols.