The Side Project that Made it to the PGA Show: Buena Gente Golf

Happy Hispanic Heritage Month and Mexican Independence Day! 🇲🇽

Welcome back to another edition of Latino Owned, a newsletter for Latino and first-gen entrepreneurs and creators. We’re back with an exciting look into a Latino Golf brand.

I have been away in Puerto Rico 🇵🇷 where I got a chance to catch Bad Bunny’s residency show No me quiero ir de aquí - a once in a lifetime show. 🏝🐸 I got to dance, cry and just soak it all up with my amazing friends. Let’s just say, mentally I’m still at the Choli.

latinoowned

586 followers

View more on Instagram

Golf has always been a sport steeped in tradition. But what happens when you bring salsa, Caribbean roots, and Latino pride to a game that rarely reflects that culture? That’s the question Buena Gente Golf set out to answer, and in just a short time, it’s become more than apparel. It’s become representation. ⛳️

Founder Jonathan Madera, never intended to create an apparel brand, but as a UX designer and a niche that he could tap into, Buena Gente Golf was born. 🏌️‍♂️

“ I never really saw anything that reflected my taste and my interest, which is salsa music or things from our culture,” Jonathan says. “ Buena Gente was just like a side project, it was never really meant to be something serious.  When I moved to Oregon, I started doing some light research regarding golf. I thought to myself, there's really nothing out there for Latino golfers. I then thought about making t-shirts. I didn't really come across anything that was kind of new and fresh for Latinos. So that's where I went into Buena Gente Golf.”

buenagentegolf

16K followers

View more on Instagram

Before Buena Gente, Jonathan experimented with a side project, a dipping sauce inspired by a Caribbean flavors and salsa music. While the concept connected with some people, the name required constant explanation. Eventually, he shifted into a new project with a clearer identity: Buena Gente.

buenagentegolf

16K followers

View more on Instagram

Taking a Risk at the PGA Show

With a designer’s eye, he crafted a bold logo that quickly drew attention. “It was the logo that really took off more than the name,” Jonathan recalls. “People gravitated to it immediately because it had a message of its own.”

In late 2022, Jonathan tested the waters with a few shirts. Just months later, he took a major leap by securing a booth at the PGA Show without even having a full line of polos ready.

“ I had gotten a booth at the PGA show. I got the booth and just kind of on a whim and decided to take a big risk without having any polos or any real gear,” Jonathan says. “I just went with a few samples and had the booth and kind of just took off from there.”

That risk paid off. Word spread quickly across the show floor, attendees sought out his booth, and just days later Golf Digest featured the brand.

From Side Project to Full-Time Venture

But rapid growth also brings challenges. Demand has often outpaced supply, leaving customers waiting for restocks while he works with manufacturers to refine quality and consistency. “I’m always digging myself out of being sold out,” he admits. “It’s a long process, but the goal is to deliver the best product possible.”

What began as a creative side project is now his full-time work. Social media has been the biggest driver of growth. A TikTok and Instagram video that went semi-viral added more than 10,000 followers and led to products selling out completely. Most of Buena Gente’s customer acquisition is coming organically from Instagram and TikTok. Jonathan puts a focus on storytelling, showcasing behind-the-scenes of the brand, and a blend of products being used out on the golf range.

buenagentegolf

View more on Instagram

Emotional Connection with Customers

Jonathan hopes to evoke an emotion with each customer that buys from Buena Gente Golf. “ If I can evoke an emotion in somebody, then that's a win for me,” Jonathan says.

The goal is emotional connection. Through storytelling, visuals, and design, the brand aims to evoke memories of family, traditions, and heritage.

“If I can wake up those emotional ties, like reminding someone of their grandmother’s cooking or the joy of family gatherings, that’s a win,” he explains. “ It's ingrained in our DNA to be joyous, high energy, humble, approachable, fun, loving. I want people to see that in the brand and feel represented.”

Looking Ahead

While golf remains the primary focus, there’s interest in branching into other sports, particularly soccer, where Latino culture has deep roots. Long-term, Jonathan see’s the brand expanding on shelves at major retailers like PGA Superstore, Dick’s Sporting Goods, and in pro shops at golf courses and country clubs.

Why can’t Latino brands compete with the big ones? We deserve to be right up there with TravisMathew, Bad Birdie, and others. Buena Gente is about representation, heritage, it’s just getting started.

Missed other editions? Check out past features:

• How 4 DTC Brands are Approaching BFCM (Part 1)

• How 4 DTC Brands are Approaching BFCM (Part 2)

• This App Is Redefining Sustainable Fashion

Be sure to connect with Latino Owned on LinkedIn and Instagram. We’re back next week with a look into the founder behind hair-care brand Agua de Cielo.