Who Owns Primo Golf? Brand Ambassadors, Meaning Behind Name & Other Details Revealed

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.

Not just a popular owner, but Primo also has a decorated ambassador list.

Phil Mickelson’s partnership with Primo started with a bet

The brand gained significant momentum when six-time major champion Phil Mickelson became its prominent ambassador. This partnership proved transformative, especially when Mickelson wore Primo joggers at The Open Championship, triggering a 300% surge in website traffic.

Subsequently, the partnership expanded to include Mickelson’s entire HyFlyers GC team. Cameron Tringale, Brendan Steele, and Andy Ogletree now showcase Primo’s designs during LIV Golf events, amplifying the brand’s visibility in professional golf.

“I was challenged to wear the Primo joggers at the Open Championship after losing a match against Primo ambassador Grant Horvat. It turned out to be a game-changer. As I said, I wasn’t sure I could pull off wearing the cool, fashionable joggers but I have fallen in love with them and the rest of Primo’s outstanding product line. I’m excited the HyFlyers will be rocking them during our season,” said the 6x major winner.

The partnership also helped Primo expand a lot. By aligning with LIV Golf’s global platform, it indeed got more visibility. The brand was equally excited about the collaboration. “Partnering with HyFlyers GC is a huge milestone for us. Phil, like Primo, is incredibly passionate about the game of golf, has tremendous achievements in the game, and fits perfectly with our brand. Years of hard work have led us to this point, and we are excited to watch the team compete wearing Primo gear this season. We are excited to launch our partnership with Primo Golf Apparel,” said Peter Davis, General Manager of HyFlyers GC. “Primo is constantly innovating and creating high-quality products that golfers love. We look forward to helping them accelerate their growth and continuing to build their brand throughout the season,” said Primo Founder & CEO Matty Gay.

The timing of Primo Golf’s launch during the pandemic played a significant role in its e-commerce success. With more people turning to online shopping and golf gaining popularity as a safe outdoor activity, Primo was well-positioned to meet this demand with its modern, performance-driven apparel.

Primo’s strategic growth and innovation

While maintaining a strong e-commerce presence, Primo has strategically expanded through retail partnerships with Scheels and Al’s Sporting Goods. This dual approach allows the brand to reach more golfers while maintaining its innovative edge. Primo Golf is known for its extensive sizing options.

It offers five different lengths (Extra Short, Short, Regular, Tall, and Extra Tall) paired with 12 waist sizes ranging from 28 to 40 inches. This inclusivity ensures that golfers of all body types can find perfect apparel. The brand also incorporates advanced fabric technology into its designs to enhance performance. These clothes are light, breathable, and wick away sweat—perfect for a hot day on the course. For example, the joggers have stretchy fabric and grippy waistbands to keep your shirt in place when you swing.

Today, Primo Golf continues to grow through its combination of family ownership, strategic partnerships, and product innovation. The brand’s success in the competitive golf market stems from its clear vision: creating apparel that empowers athletes at every game level.