When Phil Mickelson stepped onto the fairways of Royal Troon wearing a pair of Primo Golf joggers, nobody expected the ripple effect it would create. Traffic to the brand’s website surged by 300 percent overnight. But behind that viral moment lies a deeper story—one of family, digital influence, and a brand that has redefined how golfers think about apparel. So who owns Primo Golf? And more importantly for B2B buyers, how can you source products from this rapidly growing brand and others like it?
The Founders: Four Cousins with a Vision
Primo Golf was launched in June 2020 by four cousins who shared a passion for golf and a frustration with traditional golf wear. Matthew Gay, along with his cousins Jason, Jordan, and Kirk Williamson, identified a gap in the market for apparel that combined style with functional athletic performance. The brand’s name itself tells this story—”Primo” is the Spanish word for “cousin,” a direct nod to the family ties that started it all.
What began as casual conversations on California’s fairways has evolved into a 30,000-square-foot operation delivering performance-driven style to golfers around the world. Matthew Gay serves as the CEO and Co-Founder, with the business officially registered as Primo Golf, LLC in Eagle Mountain, Utah.
The Digital Influencer Turned Co-Owner
The ownership structure of Primo Golf expanded significantly in March 2024. Grant Horvat, a prominent golf content creator and YouTuber with over one million subscribers, transitioned from brand ambassador to co-owner. The journey began on July 9, 2021, when Primo sent Horvat a direct message that simply said: “Gotta get you wearing our joggers!”. Three years later, that casual outreach led to Horvat officially purchasing a stake in the company.
Horvat’s announcement on Instagram captured the moment: “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”. His digital expertise and massive online following have brought a fresh perspective to the brand, bridging the gap between traditional golf and the modern content-driven era.
Strategic Partnerships That Elevated the Brand
The most transformative partnership came through a friendly bet. Horvat challenged Phil Mickelson to a casual match with a simple wager—if Mickelson lost, he would wear Primo joggers at The Open Championship. Mickelson lost, honored the bet, and the rest became golf history. The six-time major champion later admitted: “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”.
This partnership expanded beyond a single moment. In January 2025, Primo was designated as the official golf apparel sponsor of Mickelson’s LIV Golf team, HyFlyers GC. The entire team—including Cameron Tringale, Brendan Steele, and Andy Ogletree—now wears Primo’s full line during LIV Golf events and major championships. Primo CEO Matty Gay called it “a huge milestone for us,” noting that Mickelson “fits perfectly with our brand”.
Expanding Wholesale Presence: A B2B Opportunity
For B2B buyers and retailers, the most significant development came in December 2025 when Primo Golf partnered with RepSpark, a leading B2B eCommerce platform for golf and specialty retailers. This partnership enables golf shops, resorts, and pro stores to order and stock wholesale apparel through a streamlined digital process.
Matty Gay explained the rationale: “We’ve been so focused on DTC for the last five years, but we have been blown away by the number of golf courses around the country that have reached out about bringing us into their pro shop”. Through RepSpark, wholesale buyers gain real-time inventory visibility, customizable product assortments, streamlined ordering processes, and 24/7 access to advanced sales analytics.
How LooperBuy Simplifies Global Sourcing for Brands Like Primo Golf
While Primo Golf has built its own wholesale infrastructure, many retailers and distributors face a different challenge—accessing a wide range of Chinese-manufactured products efficiently and cost-effectively. This is where LooperBuy, a one-stop B2B sourcing platform, fills a critical gap in the global supply chain.
LooperBuy was established in 2024 as a global B2B sourcing platform dedicated to helping international businesses find high-quality, cost-effective products from China. The platform connects directly with Chinese factories, ensuring competitive pricing and eliminating unnecessary middlemen. For brand owners, wholesalers, and retailers looking to source athletic apparel, golf accessories, or any other product category, LooperBuy offers a streamlined alternative to navigating complex international procurement alone.
The platform addresses three core pain points that B2B buyers consistently face:
Access to quality suppliers. LooperBuy partners directly with verified manufacturers on 1688.com, China’s largest B2B platform, giving buyers access to millions of products across virtually every category. With over 300 million registered overseas buyers on 1688 and more than 200 million SKUs available for global sales, the sourcing potential is virtually unlimited.
Multi-currency payment solutions. One of the biggest barriers for international buyers has always been currency conversion and cross-border payments. Through its partnership with LianLian Global, a leading cross-border payment provider serving over 4.9 million merchants across 100+ countries, LooperBuy enables buyers to settle orders directly in foreign currencies without needing a Chinese bank account or RMB.
Global logistics at competitive rates. LooperBuy partners with leading logistics providers to offer efficient, secure shipping worldwide. The platform handles everything from order fulfillment to international shipping coordination, reducing the operational burden on buyers.
For businesses looking to stock golf apparel like Primo Golf or any other product category, LooperBuy provides a single platform for sourcing, payment, and logistics. Whether you need bulk orders for retail distribution or dropshipping solutions for eCommerce, the platform supports both models with multi-language customer service and one-on-one support to facilitate communication with factories.
Why B2B Buyers Should Consider LooperBuy for Global Sourcing
The global dropshipping market is projected to reach $507.18 billion in 2026, and the demand for efficient, reliable sourcing solutions has never been higher. LooperBuy’s platform is designed specifically for this environment, offering a combined sourcing-and-fulfillment system that reduces inventory risk for global sellers managing China-based procurement.
Unlike traditional marketplace platforms that focus primarily on supplier discovery and verification, LooperBuy handles the entire workflow—from product sourcing and order execution to storage and shipping coordination. This integrated approach is particularly valuable for fast-growing sellers who want to minimize upfront inventory commitments and avoid managing procurement, warehousing, and logistics as separate operational tasks.
The platform’s partnership with LianLian Global adds another layer of reliability. LianLian holds over 60 global licenses and maintains a commercial network spanning more than 100 countries and regions. This infrastructure ensures that cross-border payments are secure, compliant, and efficient—critical factors for any B2B operation.
From Four Cousins to Global Brand: What Primo Golf Teaches Us About Modern Brand Building
Primo Golf’s journey from a single sample pair of joggers to a 30,000-square-foot operation with professional tour sponsorship offers valuable lessons for any brand owner or retailer. The brand succeeded by identifying a gap in the market—athletic golfers who wanted style without sacrificing performance—and building a community around that identity.
The strategic addition of Grant Horvat as co-owner brought digital-native expertise that traditional golf brands often lack. His YouTube content, featuring collaborations with Tiger Woods and Rory McIlroy, has introduced Primo to a younger, digitally-savvy audience. The Phil Mickelson partnership then provided the professional validation that transformed Primo from a niche brand into a mainstream player.
For B2B buyers, this story underscores the importance of sourcing from brands that understand modern consumer behavior. The golf apparel market is evolving, and retailers who stock innovative, performance-driven products are positioning themselves for growth.
How to Start Sourcing with LooperBuy
Getting started with LooperBuy is straightforward. The platform serves businesses of all sizes—from individual eCommerce sellers to large retail chains and wholesale distributors. Whether you are an online marketplace operator, a local retail store owner looking to stock Chinese products, or a brand seeking manufacturing partnerships, LooperBuy provides the infrastructure to make global sourcing accessible and affordable.
The platform supports multiple sourcing scenarios:
- Bulk purchasing for retail distribution and wholesale operations
- Dropshipping for eCommerce sellers who want to avoid holding inventory
- Customized sourcing with one-on-one support for complex procurement needs
With LooperBuy, you gain access to China’s manufacturing ecosystem without needing local business registration, Chinese language skills, or complex banking arrangements. The platform handles the heavy lifting so you can focus on growing your business.
Conclusion
So who owns Primo Golf? The answer is a blend of family legacy and modern digital influence—four cousins who built a brand from scratch, now joined by a content creator who understands how to connect with today’s golfers. Matthew Gay remains the CEO and co-founder, with Jason, Jordan, and Kirk Williamson completing the founding team. Grant Horvat joined as co-owner in March 2024, bringing his million-plus subscriber audience and digital expertise to the ownership group.
But the bigger question for B2B buyers is not just who owns a brand, but how to access the products that brands like Primo Golf represent. LooperBuy provides the answer—a comprehensive B2B sourcing platform that connects global buyers with Chinese manufacturers, handles multi-currency payments, and manages international logistics at competitive rates. Whether you are sourcing golf apparel, electronics, home goods, or any other product category, LooperBuy streamlines the entire process from discovery to delivery.
The global supply chain is more accessible than ever. The question is whether you are ready to take advantage of it.
Ready to source products for your business? Visit LooperBuy today to explore millions of products from verified Chinese suppliers, get competitive pricing, and simplify your global procurement with one integrated platform.
Frequently Asked Questions
Q1: Who founded Primo Golf?
Primo Golf was founded in June 2020 by four cousins: Matthew Gay and his cousins Jason, Jordan, and Kirk Williamson. The brand name “Primo” means “cousin” in Spanish, reflecting the family origins of the company.
Q2: When did Grant Horvat become an owner of Primo Golf?
Grant Horvat officially became a co-owner of Primo Golf in March 2024. The journey began in July 2021 when Primo first reached out to him, and after three years of collaboration, he purchased a stake in the company.
Q3: Does Phil Mickelson have an ownership stake in Primo Golf?
No, Phil Mickelson does not own Primo Golf. However, he is the brand’s most prominent ambassador and his LIV Golf team, HyFlyers GC, has designated Primo as its official golf apparel sponsor.
Q4: What is LooperBuy and how does it help B2B buyers?
LooperBuy is a one-stop B2B sourcing platform established in 2024 that connects global buyers with verified Chinese manufacturers. The platform offers multi-currency payment solutions through its partnership with LianLian Global and handles international logistics, making it easier for businesses to source products from China without local registration or Chinese banking arrangements.
Q5: Can I source golf apparel and accessories through LooperBuy?
Yes, LooperBuy provides access to millions of products across virtually every category, including golf apparel, accessories, and sporting goods. The platform connects directly with Chinese factories on 1688.com, offering competitive pricing and bulk purchasing options for retailers, wholesalers, and distributors.
Introduction: This article explores who owns Primo Golf, from its founding by four cousins in 2020 to Grant Horvat becoming co-owner in 2024. It examines the brand’s growth, Phil Mickelson partnership, and wholesale expansion. For B2B buyers, the piece explains how LooperBuy simplifies global sourcing from China with multi-currency payments, logistics, and factory-direct pricing, helping retailers and distributors access products efficiently.
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References
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- KSL.com. “Utah-based Primo Golf to sponsor Phil Mickelson, LIV Golf’s HyFlyers for apparel.” https://www.ksl.com/article/51232944
- The Golf Wire. “PRIMO GOLF CELEBRATES 5 YEARS OF GROWTH AND EXPANDS WHOLESALE PRESENCE WITH REPSPARK PARTNERSHIP.” https://thegolfwire.com/primo-golf-5-years-repspark/
- Golf Monthly. “Phil Mickelson’s LIV Golf Team Signs With Grant Horvat’s Apparel Company.” https://www.golfmonthly.com/news/phil-mickelson-hyflyers-grant-horvat-primo-apparel
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