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Primo Golf Apparel is a major golf clothing brand that was founded in 2019 by four cousins: Matty Gay, Jason Williamson, Jordan Williamson, and Kirk Williamson. The brand gained significant momentum when six-time major champion Phil Mickelson became its prominent ambassador. In March 2024, popular YouTuber and influencer Grant Horvat also joined the company as an owner, marking the first owner outside of Primo's original founders. Horvat, who has a stake in Takomo Golf, has helped Primo Golf expand its reach and innovate its product offerings. With a focus on creating stylish, functional, and inclusive golf apparel, Primo Golf has experienced rapid growth and success in the competitive golf market.
| Characteristics | Values |
|---|---|
| Founded by | Four cousins: Matthew "Matty" Gay, Jason Williamson, Jordan Williamson, and Kirk Williamson |
| Current Owners | Matty Gay, Jason, Jordan, Kirk, and Grant Horvat |
| Launch Year | 2019 |
| Brand Ambassador | Six-time major champion Phil Mickelson |
| Other Partnerships | HyFlyers GC |
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What You'll Learn
- Primo Golf Apparel was founded by four cousins: Matty Gay, Jason Williamson, Jordan Williamson, and Kirk Williamson
- Grant Horvat, a YouTube Golf star, became a partial owner in 2024
- Primo's success is due to its family ownership, strategic partnerships, and product innovation
- Phil Mickelson, a six-time major champion, became a prominent brand ambassador
- Primo's launch during the pandemic contributed to its e-commerce success
Primo Golf Apparel was founded by four cousins: Matty Gay, Jason Williamson, Jordan Williamson, and Kirk Williamson
Primo Golf Apparel is a family-owned company founded by four cousins: Matty Gay, Jason Williamson, Jordan Williamson, and Kirk Williamson. The four grew up golfing together in California and shared a passion for the sport. They launched the brand in 2019 with a focus on creating stylish and functional golf apparel.
Since its launch, Primo Golf has experienced rapid growth, scaling from a few hundred orders a month to a few hundred orders per day. The brand's success can be attributed to its clear vision of creating apparel that empowers athletes at every level of the game. Primo Golf also leverages strategic partnerships and product innovation to stand out in the competitive golf market.
In 2021, Primo Golf began an unofficial partnership with YouTube Golf star Grant Horvat, who started wearing their joggers and shouting them out to his audience. This relationship developed further, and in 2024, Grant Horvat became a partial owner of the company, joining the founding cousins as a key stakeholder.
As an owner, Grant brings numerous benefits to Primo Golf. His knowledge and opinions about golf apparel are invaluable, and he actively participates in meetings to discuss ideas and future plans. His influence and popularity in the golf space have helped elevate the Primo brand and attract more golfers to their products.
The addition of Grant Horvat to the ownership team demonstrates Primo Golf's commitment to growth and innovation. The company continues to strive for success in the golf apparel market by leveraging its family ownership, strategic partnerships, and dedication to creating high-quality, performance-driven products.
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Grant Horvat, a YouTube Golf star, became a partial owner in 2024
In 2024, Grant Horvat, a YouTube Golf star, became a partial owner of Primo Golf Apparel. Horvat, a popular content creator and influencer in the golf space, joined the company's ownership team alongside the four cousins who founded the brand: Matty (Gay), Jason, Jordan, and Kirk Williamson. This addition to the ownership team marked a significant milestone for Primo Golf, as Horvat was the first owner outside of the company's original founders.
The partnership between Horvat and Primo Golf began in 2021 when the company sent him a direct message on social media, expressing their interest in having him wear their joggers. Over the next few years, Horvat occasionally received new jogger colours from Primo, and his association with the brand helped spread the word about their products.
As a partial owner, Horvat brings numerous benefits to the company. His status as one of YouTube Golf's top stars and his passion for the game have helped elevate the Primo brand. Additionally, Horvat actively participates in meetings, sharing his knowledge and opinions about golf apparel, and contributing to discussions about future product releases.
The collaboration with Horvat has also led to significant partnerships for Primo Golf. In 2025, Primo Golf was designated as the "official golf apparel sponsor" of Phil Mickelson's HyFlyers GC. This partnership proved transformative, with Mickelson wearing Primo joggers at The Open Championship, triggering a 300% surge in website traffic.
Primo Golf's rapid growth and strategic partnerships, combined with their focus on product innovation and commitment to creating stylish, functional, and inclusive golf apparel, have positioned them as a major player in the competitive golf market.
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Primo's success is due to its family ownership, strategic partnerships, and product innovation
Primo Golf Apparel's success can be attributed to its family ownership, strategic partnerships, and product innovation. The company was founded in 2019 by four cousins: Matthew "Matty" Gay, Jason Williamson, Jordan Williamson, and Kirk Williamson. They grew up golfing together in California and, through their shared passion for the sport, identified a gap in the market for stylish and functional golf apparel.
Primo's family ownership has been instrumental in the company's success. The founders' shared vision and commitment to creating innovative golf apparel have driven the company's rapid growth. In just a few years, Primo has scaled from a few hundred orders a month to a few hundred orders per day. This growth is a testament to the founders' dedication and the strength of their family bond.
Additionally, Primo has benefited from strategic partnerships that have increased brand exposure and attracted a wider audience. Notably, the company partnered with YouTube Golf star and influencer Grant Horvat, who became a partial owner of the company in 2024. Horvat's popularity and expertise in golf apparel have been a significant asset to Primo. The partnership with Horvat led to a collaboration with six-time major champion Phil Mickelson, who became a brand ambassador. This collaboration resulted in a 300% surge in website traffic, demonstrating the power of Primo's strategic partnerships.
Primo's success is also due to its commitment to product innovation. The brand incorporates advanced fabric technology into its designs, creating light, breathable, and performance-enhancing apparel. Their joggers, for example, feature stretchy fabric and grippy waistbands, specifically designed to enhance comfort and performance on the golf course. Primo's focus on innovation has created a competitive advantage, positioning them as a leading provider of modern and performance-driven golf apparel.
Furthermore, Primo's success can be attributed to its ability to foster meaningful connections with its customers. By leveraging social media platforms like Instagram, the company has built genuine relationships with golfers and spread brand awareness. Primo's engagement with its customers has created a community feel and a dedicated following, contributing to its overall success. The company's use of innovative technology, such as AI tools, has also enhanced its customer experience and operational efficiency.
In conclusion, Primo Golf Apparel's success is a result of a combination of factors, including family ownership, strategic partnerships, product innovation, and a strong commitment to customer satisfaction. By staying true to their vision and continuously adapting to meet market demands, Primo has become a prominent and respected brand in the competitive golf apparel industry.
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Phil Mickelson, a six-time major champion, became a prominent brand ambassador
Primo Golf Apparel was founded by four cousins: Matthew Gay (also the CEO), Jason Williamson, Jordan Williamson, and Kirk Williamson. The brand was launched in 2019 or June 2020 with a focus on creating stylish and functional golf apparel. In March 2024, Grant Horvat, a popular content creator and influencer in the golf space, joined as the first owner outside of Primo's original founders.
In January 2025, it was announced that Phil Mickelson's HyFlyers GC had signed a partnership with Primo, designating the brand as the official golf apparel sponsor of the LIV Golf League team. This meant that Mickelson, a six-time major champion, became a prominent brand ambassador for Primo. The partnership was described as a "huge milestone" by Peter Davis, General Manager of HyFlyers GC, who highlighted Mickelson's passion for the game and his fit with the Primo brand.
Mickelson's role as a brand ambassador proved transformative for Primo. When he wore Primo joggers at The Open Championship, the brand experienced a 300% surge in website traffic. This was particularly significant as Mickelson had previously stated that he wasn't sure he could "pull off wearing the cool, fashionable joggers". However, after wearing them, he expressed his love for the joggers and the rest of Primo's product line.
Mickelson's endorsement of Primo's apparel and his presence as a brand ambassador helped to accelerate the brand's growth and build its reputation in the highly competitive golf market. Primo's strategic partnership with HyFlyers GC and Mickelson's influence as a six-time major champion contributed to the brand's success and increased exposure within the golfing community.
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Primo's launch during the pandemic contributed to its e-commerce success
Primo Golf Apparel was founded in June 2020 by four cousins: Matty, Jason, Jordan, and Kirk. The brand's launch during the pandemic contributed significantly to its e-commerce success. With people increasingly shopping online and golf gaining traction as a safe outdoor activity, Primo was well-positioned to cater to the market's demands. Their modern and performance-driven apparel resonated with golfers, and the brand quickly gained popularity.
Primo's strategic partnerships and innovative product offerings played a pivotal role in its growth. By collaborating with influential golfers, such as YouTube Golf star Grant Horvat, who later became an owner, and six-time major champion Phil Mickelson, they elevated their brand exposure. Notably, when Mickelson wore Primo joggers at The Open Championship, their website traffic surged by 300%.
The brand also prioritised inclusivity and performance in their designs. They offer a wide range of sizes and lengths to accommodate golfers of all body types. Additionally, their apparel incorporates advanced fabric technology, ensuring their clothing is lightweight, breathable, and enhances performance. This focus on innovation and quality has earned them a dedicated customer base, as evidenced by the many positive testimonials on their website.
Primo's success can be attributed to their ability to leverage social media platforms like Instagram and YouTube to build partnerships and spread brand awareness. Their strategic timing, combined with a clear vision to create apparel that empowers athletes at all levels, has resulted in a thriving e-commerce business. The brand's commitment to developing cutting-edge and high-quality golf apparel has paid off, solidifying their presence in the competitive golf market.
In conclusion, Primo Golf Apparel's launch during the pandemic, coupled with their strategic partnerships, innovative products, and online presence, contributed significantly to their e-commerce success. By understanding the market demands and leveraging the increasing popularity of golf, Primo was able to establish itself as a prominent player in the industry.
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Frequently asked questions
Primo Golf Apparel was founded by four cousins: Matty Gay, Jason Williamson, Jordan Williamson, and Kirk Williamson. In 2024, Grant Horvat, a popular content creator and influencer in the golf space, also became an owner.
Primo Golf Apparel was founded by four cousins: Matty Gay, Jason Williamson, Jordan Williamson, and Kirk Williamson.
Grant Horvat is a popular content creator and influencer in the golf space. He is also a YouTube Golf star and a social media personality.
Primo Golf Apparel added Grant Horvat as an owner because of his knowledge and passion for the game of golf, as well as his fun and uplifting vibe. His influence and popularity in the golf world also brought numerous benefits to the brand.
Primo Golf Apparel aims to create apparel that empowers athletes at every game level. They focus on developing and releasing the best innovative, stylish, and functional golf apparel in the market.
