5 Years of Primo Golf Apparel

Celebrate 5 years of Primo Golf Apparel with us! Thank you to all who have supported us throughout these years! We’re excited to share this film with you featuring our founders as they share the story behind Primo!

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all right guys we are so excited to celebrate five years of Primo [Music] We often can’t believe it the time has flown by it still feels like we we just started it and and now we’re in this big warehouse and so we’re excited to talk a little bit about how we got here uh some of the things that we have going on and then what we’ve got coming up so for those of you who don’t know Primo means cousin in Spanish and we started this company as cousins we all grew up in a small town in Northern California pretty much doing everything together so when we initially had the idea to start the company it kind of made sense to start it together so when we had the idea initially for Primo we didn’t know exactly what it would turn into and I was working actually in the golf industry with Jason at a at a company uh here locally in Utah yeah it was actually a software company which is kind of funny cuz you know software doesn’t have anything to do with golf apparel but he Maddie came up to me and he’s like “Hey you want to make golf joggers?” And I’m like all in and you know well and I think my selling point was that I was like we could kind of have it be like an athletic brand like an athletic golf brand and well the selling point actually for me was he’s like we can have a really cool warehouse and do fun stuff like Dude Perfect and you know at that point I was like heck yeah and so from there we went to to Jordan and my other brother and um we just decided to to get it going so it worked out jason was interested and I reached out to Jordan and to Kirk and sent them both a text and yeah he sent me a text and I said great let’s go to lunch and talk about it and the rest is history so you weren’t in California at the time were you nope i was still in Utah but then but then you moved to California before we really knew what Primo was going to become yeah i was actually living with your parents in California doing all the customer support in the room that you grew up in for the first what year well to to be fair we tried to start actually in 2019 um right at the end right at the end of 2019 and then everything obviously got delayed because early 2020 the entire world shut down and we’re like uh should we even do this anymore i don’t know when it helped that we were working at a golf uh software company that kind of gave us some insight to show that at the beginning stages of the pandemic like golf was actually exploding so that gave us a little bit of confidence to be like all right let’s let’s still launch this so we did and I think we s sold our first jogger on June 15th 2020 and we had no idea i think we started what with 250 pairs of joggers 250 pre-sale yes you know that the funny part about that is he says we had confidence but I remember having conversations like man we could buy all these joggers and if nobody buys them what are we going to do with this uh maybe we could try to sell them online and get our money back like on KSL classifies or something like that which is the Utah Craigslist the Utah Craigslist so yeah we we thought you know maybe we’ll sell them on the classifides and try to make our money back but um yeah it’s it’s interesting early on on June 15th 2020 when we officially sold our first pair we didn’t actually have any joggers um we had ordered them but we didn’t have any money to pay for them yet so we did a pre-sale we had one sample that happened to fit me um and we just took some pictures of those and you know just decided hopefully we threw up an Instagram made a website ran some Facebook ads and hoped our manufacturer could could duplicate everything that we needed in the right sizes but and everything wasn’t perfect initially but so this is it this is the first pair we took photos of me in a rented studio um wearing this and this was the only Primo item I had so I had a different brand polo hat everything um well and it was funny because we we ran it as an ad to state the obvious they’re a little bit bigger than normal um so it was like he was wearing pants that were too short his muscles were too big and it was crazy the interactions we were getting from these ads that we were running because it was a relatively new product and joggers for whatever reason are kind of were and kind of still are a controversial golf apparel item and so and Jordan says “I have a controversial golf physique.” So Well you do and I I get a lot of hate on the internet because of it but it is what it is well that that first photo shoot with your tricep how were you flexing or was that natural yeah we’re going to have to show that picture i would put these on now but I’ve kind of gained a little bit of weight so well and it’s funny to to look think back to these times and think of like how in in some ways it feels like we’re still figuring things out but in a lot of ways we can see how we’ve progressed i mean you just mentioned a photo shoot that we did one time like I thought that I could do it yeah our first encourse photo shoot was Maddie running the camera and Jason i can’t even look at the model it was that day that we knew we needed to hire Yeah someone and so basically from then we did the pre-sale um it went really well we sold out of those 250 pairs in less than a week we ordered more sold out of those quickly and at this point we’re all still working full-time jobs and um the idea generally was that you know we’d start um one by one going full-time when we felt that we were missing opportunities growing Primo so I think it was in April of 2021 when I went full-time and I it was it was a big decision because it was like can can we do this does this make sense but it did and it made sense um one of the big things that came quickly from that was getting into Shields if you’re not familiar with Shields they’re an awesome retailer that we’ve had we’ve had awesome success with and then shortly thereafter Jordan went full-time i think it was maybe June i think it was the summer i think it was a few months after you yeah moved back from California that’s right so I you know finally got out of your parents house and then our first location was in Kirk’s basement yeah i think we were there roughly a year um what did we have four jogger colors at the time yeah I think we were up to four joggers we started selling yeah and belts belts that’s right yeah do we have I don’t think we had hats hats have hats for a long time hats are hard after that we’ve got our official spot in an actual warehouse park um that spot was 1,500 square f feet and I think we were only lasted three months before we had to get another 1500 square foot space like next door just right across the way yeah so we transferring inventory back and forth in the snow sometimes it was So yeah so we had those two 1500 square foot spaces for about another year roughly 3,000 total and then we moved to a 10,000 square foot warehouse which was a big deal i remember we walked in there and thought “Dang that’s so big we will never fill this spot out.” Um we signed a 5-year lease and we thought “Oh yeah easy we’ll we’ll last 5 years.” We lasted about two 2 and 1/2 years and now we’re in our current spot so our current spot is 30,000 square foot and same thing we’re we’re having thoughts of will we ever fill this out but right now we we take up up about half the space and you know we can add to our menu and and hopefully in a couple years we can fill this this space out so having this 30,000 ft allows us to do a lot of cool things we can add you know grow different departments we’re we’re getting into wholesale so now we have you know sales and our customer support team’s growing um yeah I think adding office space I mean we’re desks and computers and all that fun stuff it’s like a real company now and for a long time it kind of felt like we were just doing it on our own but like as we’ve added you know more employees it feels like there’s more weight to what we’re doing 100% yeah it’s going to get to the point where people have to wear name tags or we’re not going to know who is who i know um but I think ultimately like a lot of that stuff has changed but we’ve since day one we wanted to make cool athletic golf apparel and that’s still what we want to do just more elevated and and just keep upping our game and and and following that trend so yeah i mean it’s it’s really been interesting at Primo we’ve we’ve always done it ourselves we’ve kept everything inhouse and there’s problems and we figure it out amongst ourselves yeah i mean none of us worked in apparel before in a warehouse you know a lot of it’s new for us but we’re I’d say we’re problem solvers yeah 100% we weren’t planning to move but we hired a salesman and we quickly realized that we needed to order a lot more product so I think Jason put in these huge orders and I remember him asking me he’s like “Do you think we’ll be able to fit this in the warehouse?” Well you said yes and I was like I’m surprised you’re saying that because I don’t think they’re going to fit and you’re usually more worried about these things than I am so I w I was so confident but then as you know the inventory was about to arrive quickly realized we were not going to fit in this 10,000 foot 100 we were talking about like should we rent storage units we’re going to get a trailer out the back of our warehouse well it was affecting everyone oh everyone in all the different departments were getting affected because we were so tight on space yeah there was nowhere to go right um so luckily the park we’re in they had an empty space and we pulled the trigger and got it done in a month from from start to cuz we had to there was no other like we had we knew how much like how much inventory was going to be coming and it was literally not going to fit it it wasn’t going to work so we found the space and we’re like “Yes let’s do it.” They said we had 30 days to move a full 10,000 square foot warehouse thousands of boxes out yeah we had the big racks the picking racks everything um well and from day one we’ve always done things ourselves so we thought it would be a good idea to keep doing it ourselves i mean Jason was like “Hey we should hire a moving company.” And again I was a little confident i’m like “No we we got that.” Luckily what would you say it’s 100 yards from our old spot um so in 30 days how many guys do we have eight guys at at the most maybe six guys yeah so many people came to help yeah uh friends and family helped us move but we you know we had the dolly carts the piano movers and we moved 10,000 a full 10,000 foot warehouse by ourselves in an organized way i think that was the hardest part it’s not like we just threw all the boxes in here and then figured out later right i mean I you know I had the grid paper and I’m like measuring stuff with tape measure and I had an idea of where I wanted everything to go and mapped it out and so I feel like it was snowing at least a third of the time too yeah it it was very snowy but we we did it we did so we we moved in here March 1st what is it may 15th now so we’ve been here about two and a half months and you know we’re still kind of getting settled um this place came with a basketball hoop so we we’ve been getting a lot better at basketball uh but yeah it’s it’s exciting so a big part of the growth that we’ve had and part of the reason that we’ve needed these bigger warehouses is that we’ve been able to develop some really good relationships um early on we knew uh that there was a lot of power in social media influencers and so we didn’t know exactly how to go about it but we started making connections and we’ve had some some big ones along the way one of the big ones early on was Mac Boucher um he kind of got his start around the same time that we did you know you guys probably know Mac from hitting his slingers and you know all the incredible shots that he hits and it was great because he would wear our joggers and in the comments you would just see so many people like asking like what pants are those what are those joggers and it was great for us to see because it was it was clear to us that the joggers were drawing attention whether people loved them or hated them they noticed them and Mac was was so you know so big in in helping us spread the word early on and and obviously a lot of other relationships have come since then as many people know we work really closely with Grant Horvat and you know we’re we’re a couple years into working with Grant and it’s been crazy i mean Grant’s growth has been unlike anything that I think anyone expected so to have him repping Primo and all of his videos well he’s not just repping it he’s a Yeah he’s a co-orker now so right i mean he’s now a part owner of Primo which has really changed everything because I mean skipping ahead a little bit like we we we signed Phil Mickelson and the High Flyers which is something that just wouldn’t have happened without Grant um so it’s just it’s crazy people ask us all the time like “How did you even how did that even happen how did you get to know Grant how did you get to know Phil and it’s it’s not a quick story to tell because there’s so many steps that led led to it like obviously the first step is having these joggers that somehow exploded and somehow became this really popular thing that people kind of latched on to and started talking about um so it it really was a step-by-step thing i mean to touch on it really briefly Grant we just got to know by sending him a DM and sending him some joggers he started wearing them and then we signed him for a one-year deal and that went really well and then that’s when we brought him on as a part owner and now we’re doing awesome things with him like all these different collaborations and collections that he’s designing and he’s a big part of of what we’re doing and so it’s it’s just really cool to see the progression and it’s not something that happens in a blink of an eye it there’s a million points in the process that we can say well it might not have happened if this didn’t happen and so it’s it’s hard to point to a specific moment and say this is when things really changed but it’s really been a progression that’s kind of led us where we are today with some of the people that we work with you know the cool part about working with these guys um Mac and Grant and Phil and the highf flyers is we’ve got to spend some time with each of them and get to know them and they’re genuinely really cool good dudes um and you know on top of that they also personify to the highest level you know what we’re trying to do here at Primo which is golf at the highest level and people love to ask us about it you know people love to ask us like have you actually met Grant like do you hang out with Grant did you actually get to meet Phil and like Yeah like we were just it was crazy we this just happened we were down in Mexico at the Live Golf event and I’ll never forget this moment jordan and I it was like the last hole of the practice round and Phil you know I mean he’s just like we’re we walked the whole practice round with him and he’s just hitting some practice shots and we’re just standing right behind him and I look over at Jordan I was like “This is crazy.” Yeah it’s pretty cool uh you know walking the fairway with Phil and he’s you know talking to us and we’re talking shop walking to his ball in the green he’s about to putt and he’s talking he’s like okay hold that thought and he like putts and then we just get back in the conversation he’s like talking shop and like saying you oh have you guys considered this and this and you know these guys are passionate about you know not just golf but like the details of the clothes too which is why I think our relationship is so awesome with them because you know They’re bought in we’re bought in and you know I think it just gels really cool and and yeah you know speaking of just our trip recently in Mexico but at other times I think we always just look at each other like what are we doing here how do we get here this is this is pretty cool it’s easy to forget that like you we we get in the weeds of everything that’s going on you know like putting in orders like making sure customers are happy which are all super important things but you know we have people come up to us quite often especially lately and say things like “You guys are killing it like I can’t believe that you signed Phil.” And it is crazy like it is a good reminder for us to be like “You’re right.” Like it is crazy that these things happen and for for many reasons it’s so good like obviously the exposure that we get from these guys is you know it’s invaluable but also they push us to to be better like we we have to consider that when we’re designing and we’re trying to find new materials and improve our products in every single way these are things that guys like professional golfers on the PGA tour on the live tour Grant Horvat and other guys like they’re going to be wearing in front of a camera that millions of people are going to see like it has to be good we’re we’re a big part of their image so yeah there’s definitely pressure yeah good pressure I would say and it’s really pushed us to improve processes all across the board um to grow our product team um to make sure that like our products are fresh and that we’re not going out of style but we’re taking into account um like technology and like fabrics and really like thinking about those details so that when someone actually puts in an order and receives it that they open it and they’re proud of it because it’s one like a lot of people are seeing Grant and seeing Phil and these other guys and saying “Oh I want to try Primo.” But what’s going to bring people back is if it’s a good piece of clothing and we understand that so so we’ve really especially lately been putting more and more resources into that okay so what’s next um we’ve got a lot of big plans in the future um but ultimately to sum it all up we we started with the idea of making clothing for the athletic golfer and I think we’re just going to continue to elevate that as much as we can we’re going to improve our technology our product offerings our designs and just keep elevating as much as possible but still with the same goal that I guess we’ve always had yeah 5 years in the books um crazy it’s all thanks to our customers um the support that we’ve received um so we’re excited for the next five years and you know what value can we bring to you guys so let us know in the comments what you would like Primo to come out with in the next little bit and yeah we we take customer feedback very seriously reach out to us in one way or the other that feedback will make it to us and we just want to make sure that our customers are happy it’s something we talk about all the time and like Jordan said we’re we’re so grateful for for where we are and you know it does it’s it’s not lost on us that we wouldn’t be here without you know people going on and ordering and telling their friends and and being proud to wear Primo so we’re committed to bringing top-notch products to you guys it will be a priority for us and keep an eye out for what we we have coming we’re so excited about it and thank you so much