Meet Jonathan Madera | Empathy-Driven Creative & Innovator

We had the good fortune of connecting with Jonathan Madera and we’ve shared our conversation below.

Hi Jonathan, what was your thought process behind starting your own business?
I had already been designing t-shirts for Latinos under a different brand, but when I started to reflect more deeply, I noticed something missing in the golf space. There wasn’t much representation for our community in the sport. Although there were other Latino brands for golfers, they often felt very specific to a single country or culture. I wanted to create something more inclusive that resonated with the broader Latino experience, embracing our diversity and shared heritage while still making the game of golf feel approachable for all of us.

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
What sets Buena Gente Golf apart from other brands in the golf space is how we represent our culture. The name itself, “Buena Gente,” means good people—approachable, humble, encouraging, and always a good time. Our style, with the graphic of interlocked hands and jewelry, reflects that same energy. It’s about having fun and connecting with others, which appeals to the more casual golfer.

We tell a story through our visuals, transmitting a fun-loving vibe that makes golf feel more approachable and less traditional. We’re proud to represent an audience that wants to enjoy the game without the formality that often surrounds it.

Of course, with the attention comes a mix of reactions, and not everyone appreciates what we’re trying to achieve. But to us, that just confirms we’re on the right path. We aren’t aiming to be everything for everyone—we want to attract people who share our values and love the same laid-back, inclusive approach to the sport.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
If my best friend were visiting Southern Oregon, I’d take them to a fantastic Thai restaurant for a casual but delicious meal. Afterward, we’d head to Lithia Park in Ashland for a walk to enjoy the beautiful surroundings. I’d also take them to a cozy coffee shop near my house, perfect for relaxing and catching up. We’d explore the local area, checking out some wineries in the Rogue Valley with impressive views, and enjoy the natural beauty that makes this region special.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
Without a doubt, my wife @re_econtrarme deserves a huge shoutout. She’s been a driving force behind the risks I’ve taken, but even more than that, she’s been my biggest supporter in ensuring that I evolve mentally and emotionally. She encouraged me to prioritize my own well-being through therapy and establishing a healthy routine, which was crucial in getting me to a place where I could create and innovate from a good mental space. Her love and support have been key to my growth, both personally and professionally.

Website: https://www.buenagentegolf.com

Instagram: https://www.instagram.com/buenagentegolf/

Linkedin: https://www.linkedin.com/in/jonmadera/

Other: https://www.buenagente.design