From San Lameer to Steyn City, BooYaa stays close to club golf

As BooYaa grows internationally, some of the ties that keep it close to South African golf date back to the years when the brand was still building its name.

One of those is its relationship with Pierre van Vuuren. Van Vuuren was among BooYaa’s early supporters during his time at San Lameer. He is now General Manager of The Club at Steyn City and a PGA professional. Van Vuuren has also recently been recognised by the PGA of South Africa as a National Award Winner in the Management Award category.

For BooYaa, his journey also reflects the value of relationships that develop over time within the golf industry.

“Pierre was one of the people who gave BooYaa a chance early on, when we were still proving ourselves,” says Ruan Lotz, Chief Product Officer at BooYaa. “You remember the people who backed you at that stage. It has been good to see his career develop and to stay connected as both BooYaa and Pierre have moved forward.”

BooYaa now has Monthly Medal competitions at both San Lameer and Steyn City, extending that connection into the regular club calendar.

At San Lameer, the BooYaa Monthly Medal runs across 11 rounds as an Order of Merit competition. Members need to complete at least seven rounds to qualify, with their seven lowest scores counting towards the final result. Each monthly winner receives a BooYaa cap. At Steyn City, the Monthly Medal prize is a BooYaa hamper comprising a hat, shirt, belt and pair of trousers.

For BooYaa, the appeal lies in that regular presence. A Monthly Medal keeps the brand around the club throughout the season and alongside the golfers who return each month to compete.

“The big golf events have their place, but there is something different about being involved at club level. This is where golfers spend a lot of their time. They know the people around them and follow the competitions through the year, so the brand becomes part of that experience rather than appearing for a single day,” says Lotz.

Van Vuuren’s move from San Lameer to Steyn City has given the relationship another setting. BooYaa’s involvement with a Monthly Medal at Steyn City means the connection has continued as his career has progressed.

His recent PGA recognition adds another layer to the story. The award reflects the standing he has built in club management, a part of the golf industry that shapes much of what players experience whenever they arrive at a club.

BooYaa’s own business has changed considerably since Van Vuuren first supported the brand. What began in South African golf has developed into BooYaa Global, with a broader premium apparel ambition and an expanding international presence. Golf, however, remains an important part of the brand's origins.

“We are growing into new countries and a wider apparel market, but we still want BooYaa to feel close to the golf community that helped us get started. The relationships built in those earlier years are part of our history and there is value in continuing them as the business grows,” adds Lotz.

At both San Lameer and Steyn City, the Monthly Medal gives BooYaa a regular presence through the year. It keeps the brand close to the golfers who play, compete and spend time at these clubs month after month.

For a brand with increasingly global ambitions, that local continuity is worth holding onto.