What started as casual conversations among four golf-loving cousins on California’s fairways has evolved into one of golf’s most compelling brand stories. Primo Golf, launched in 2020, has quickly emerged as a standout name in the golf apparel industry, redefining how golfers approach style and functionality.

The brand’s name is meaningfully connected to its origins. “Primo,” the Spanish word for “cousin,” reflects the family ties of its founders. Matthew Gay and his cousins Jason, Jordan, and Kirk Williamson established the brand. Initially driven by their frustration with traditional golf wear, the cousins identified a gap in the market for stylish yet functional apparel. Their approach focused on creating gear that understood the athletic golfer’s needs while maintaining golf’s traditional elegance.

As the brand grew from its family roots, strategic partnerships would be crucial in elevating its presence in professional golf. Recently, the ownership expanded beyond the founding family. In March 2024, Grant Horvat, a prominent golf content creator and YouTuber, transitioned from brand ambassador to co-owner, bringing a fresh perspective and digital expertise to the team.

He wrote on Instagram, sharing the news, “I am excited to announce I’m officially an owner of Primo Golf! Having ownership in an apparel company has been a dream of mine for a long time, and it’s finally come true. Primo took a chance on me and what we have been able to accomplish together over this last year is truly incredible. I’m thankful to be a part of such an incredible team.” Hovart could not wait to dive into the design process and product development. He was incredibly blessed and grateful for this opportunity, he also mentioned.