Six Questions For... José Folhadela Furtado of Matize Golf
Continuing our series of interviews with leaders, executives, entrepreneurs and influencers from across the golf industry. Today, José Folhadela Furtado of Portugese apparel company Matize Golf.
About José Folhadela Furtado
José began playing golf at 10 to spend more time with his father, quickly excelling to a single-digit handicap by 12. He became Portugal Junior National Champion in the Under-14, Under-16 (twice), and Under-18 categories and represented the Portuguese National Team from 1999 to 2004 before moving to the US to attend IMG Academy in Bradenton, FL. He graduated with honors in Professional Golf Management from North Carolina State University.
After a brief professional golf career, he spent a decade in the US gaining industry and retail experience across multiple sectors. From 2011 to 2020, he specialized in sales and business development for top US companies in retail, textiles, and consumer packaged goods. In 2021, he co-founded Matize Golf with two friends, Tiago Osorio and Marcos Fonseca, creating a brand focused on local production, fast-to-market capabilities and a modern, sustainable approach to golf apparel. Matize blends tradition with innovation, aiming to expand the sport’s reach and make golf more inclusive, while ensuring players feel comfortable, stylish, and prepared for any challenge.
Six Questions For... José Folhadela Furtado
Shane Breslin: First question, what do you think is the biggest barrier to getting people who are interested in golf to actually participate in golf?
José Folhadela Furtado: To me, it’s the complexity of the game’s technical aspects. The sport is challenging enough, and many players become discouraged early on. In contrast, fast-growing sports like padel and pickleball are easier to pick up, regardless of skill level. Golf demands time, practice, patience, lessons, and continuous improvement to really become enjoyable.
Accessibility is another issue. The lack of municipal courses makes it harder for beginners to gain confidence and improve. In the US there are many shorter, beginner-friendly courses that encourage more participation and skill development. Similar infrastructure elsewhere around the world could significantly boost engagement and make golf more inclusive everywhere.
This is starting to happen in some places. For example, there's a small town outside Porto called Paredes with a pitch and putt course that has produced more national champions and professionals in recent years than any other club in Portugal. The municipality invested in school sports, introducing kids from diverse backgrounds to golf. These kids have gone on to bigger clubs, become professionals, national champions, and even earned scholarships to study in the United States. It's not just about the club's effort, but the entire municipality working together to bring golf to children.
“There’s a misconception is that golf courses harm the environment. In reality, many modern courses are designed as sanctuaries for wildlife.”
SB: What’s a commonly held belief about the golf industry that you think is wrong?
JFF: The common belief that golf is only for the wealthy is a misconception, and one that’s often reinforced by the media. Exclusive clubs do exist, but the majority of golfers come from diverse backgrounds, and the game is becoming increasingly inclusive.
For example, at Matize Golf, we’re helping bridge this gap by introducing more casual apparel, encouraging players to wear comfortable and familiar clothing while still respecting the sport’s traditions.
Another important misconception is that golf courses harm the environment. In reality, many modern courses are designed as sanctuaries for wildlife, incorporating sustainable practices like water recycling, efficient irrigation, and habitat preservation. Compared to urban development, they often serve as vital green spaces within concrete landscapes, promoting biodiversity and environmental sustainability.
Misinformation continues to hinder inclusivity in the sport. Recently, when dams in southern Portugal filled after rainfall, public comments revealed persistent misconceptions about golf courses' water usage. In reality, most modern courses implement strict water policies and recycling systems — often more efficient than many residential developments with outdated infrastructure. These misconceptions create unnecessary barriers to the sport's accessibility.
SB: How did your cultural background or where you grew up shape your view of golf business?
JFF: I grew up in northern Portugal and most golf clubs there are private, so accessibility is limited. In contrast, the southern region is dominated by resort-style courses that are expensive, catering primarily to tourists and prioritizing high-volume play.
Both are valid business models, but they don’t do much to make the game more inclusive, and I believe there’s still a huge opportunity outside these two scenarios. After moving to the US, I encountered a completely different golf landscape — one that is more diverse, more adaptable, and is constantly evolving.
“18-hole rounds take four and a half to five hours to play … I’d love to see more shorter course formats (6-, 9-, or 12-hole layouts).”
Success in the golf industry depends on understanding your niche, identifying your market, and crafting an experience that genuinely connects with your audience. However, the focus shouldn’t be limited to existing players. Attracting new participants is just as crucial!
Football dominates the sports culture here in Portugal and the lack of investment in other sports is a major challenge. Greater efforts are needed to introduce and engage more people in the game of golf.
This cultural context heavily influences how we approach our business. At Matize, we’re proud to be a Portuguese brand. We're fortunate to be from a country where textiles are deeply entangled in our culture. It's one of Portugal's biggest exports, giving us the capacity to do everything locally. We take pride in this heritage — we're not a California brand, a British brand, or an Australian brand. We want to show how golf influences our style and customs through a distinctly Portuguese lens.
SB: What traditional aspect of golf do you think is most ripe for innovation?
JFF: I think that one of the traditional aspects of golf that is most ready for innovation is course accessibility and format.
Traditional 18-hole courses take significant time, skill, and cost consideration, which, again, can be barriers to participation. Most 18-hole rounds take four and a half to five hours to play, and that’s a long time for most people. Most courses don’t allow you to just play nine holes — you basically pay the same if you play nine or 18, and lot of the times people don’t have enough time to play 18.
So I’d love to see more shorter course formats (6-, 9-, or 12-hole layouts) or, as I mentioned already, more municipal and urban-friendly golf facilities. I really believe that would make golf more adaptable to modern lifestyles while maintaining the essence of the game.
I've seen some successful examples of this innovation already happening in Portugal. There's a growing trend toward pitch and putt and par-3 courses, with some designed to accommodate both formats, using forward tees for pitch and putt. These courses make the game more accessible and are proving to be incredibly effective at attracting new players, especially younger ones, who might otherwise never discover golf.
SB: What emerging golf market are you most excited about and why?
JFF: The rise of indoor golf simulators is definitely a game-changer. They offer a convenient way to pick up the sport and practice without the time commitment of a full round. Renting a bay for an hour provides an accessible and efficient alternative. As the technology improves, these simulators will become even more realistic and accurate.
“Golf is more than just a sport. It’s a passion that teaches life lessons unlike anything else.”
In major cities, to play a traditional course often requires a long trip, but these facilities create a “golf club experience” without the need for extensive travel, which is perfect for those with limited time.
The demand is obvious, especially in places like New York, where high-end indoor urban golf spaces are emerging to replicate the country club atmosphere without the physical course.
It's an exciting evolution with strong market potential. The continuously improving technology makes these simulators increasingly realistic and accurate. What's particularly valuable is how they're breaking down geographical barriers — bringing the 'golf club experience' directly into urban centers where people can conveniently access them during lunch breaks or after work.
SB: Last question. What keeps you excited about golf after all these years?
JFF: Golf is a lifelong passion for me. It’s an endless challenge that keeps you hooked. No matter how many years you play, there’s always more to learn and improve. The game is still challenging me in new ways! I had a brilliant junior career, even played professionally for a few years, but I'm still learning to adapt my game to the new variables in my life. As a junior, we just hit the ball without worries. Now, balancing work, family, and other responsibilities while playing competitively — a different mindset is required. It's about relearning how to play while managing all these elements.
This ongoing journey mirrors life in many ways, with highs and lows, obstacles and triumphs, making it a deeply fulfilling experience.
Golf’s values — such as honesty, humility and resilience — extend far beyond the course. It constantly reminds you to stay grounded, adapt to the unexpected, and appreciate the journey. For me, golf is more than just a sport. It’s a passion that teaches life lessons unlike anything else.
Matize Golf aims to bring a fresh twist to classic style with a modern, versatile, and eco-conscious apparel line with a strong focus on both style and sustainability. Born from a love for the game, Matize is all about community and quality, sourcing high-quality materials and crafting innovative designs made to elevate customers’ golfing experience — every time they hit the course.