Two senior figures at the digital golf media company Good Good Golf have stepped down from their positions after a storm of criticism erupted over a promotional video that depicted a woman being forced to the ground. The departures of CEO Matt Kendrick and President Joe Flannery come as the organization continues to grapple with the fallout from the clip, which was originally posted last month to market a new Callaway driver before being swiftly removed.
The video, produced by the popular content‑creation team behind Good Good Golf, was met with immediate and widespread condemnation. Observers argued that the footage glorified violence against women, prompting Good Good Golf to issue a public apology via its social‑media channels. Callaway Golf, the equipment manufacturer whose product was being promoted, also acknowledged that "mistakes were made" in the way the incident was handled.
An internal memorandum circulated by Alex Puchala, the firm’s head of finance and operations, was obtained by Business Insider and confirmed that board member and early investor Nahid Giga has been appointed as interim chief executive officer. In the memo, Puchala wrote, "This is a difficult day for the entire Good Good family. Matt helped build something extraordinary that exceeded all expectations and continues to bring countless new fans to the sport. What began as a small group of friends playing golf is now a growing global community." He continued, "To ensure stability through this transition, Nahid Giga, Good Good co‑founder and one of our first investors, will step in as interim CEO, effective immediately.
Garrett and the creator team will keep doing what they do best, making great content and engaging our fans who are eager to see and hear from us. I will remain COO and CFO and will continue to oversee day‑to‑day operations.
We're encouraged by the continued support of the Good Good community, and we remain focused on moving forward and building the next chapter of the company." Good Good Golf launched its YouTube channel in 2020 and has since become one of the sport's most influential content creators. The channel features a rotating cast of eight men and four women who compete in traditional rounds, creative challenges, and off‑course stunts.
In addition to video content, the brand has expanded into television‑style series, apparel lines, and a range of branded merchandise. According to the company, the contentious advertisement was intended as a parody of the horror film "Obsession." However, the backlash proved relentless, and the clip was taken down the same day it was posted on August 20. The incident sparked a broader conversation about gender representation in sports media and the responsibilities of influencers when promoting products. PGA Tour CEO Brian Rolapp expressed disappointment, stating, "We were disappointed with what we saw.
The PGA Tour believes in golf's ability to bring people together and create a welcoming environment for all." His comments underscored the tour's commitment to fostering an inclusive atmosphere and highlighted the reputational risk that such missteps can pose for partners. Garrett Clark, one of Good Good Golf's founders and the individual who physically pushed the woman in the video, later posted an eight‑minute response video.
In it, he labeled the advertisement "the worst ad known to man" and emphasized that it did not reflect the values of the brand. Clark's candid admission was an attempt to distance the organization from the negative perception and to reassure fans that the incident was an outlier rather than a reflection of company culture. The controversy also had tangible business repercussions.
Good Good Golf had been slated to serve as the title sponsor for a new PGA Tour event in Austin scheduled for November, but the company withdrew its sponsorship amid the turmoil. Callaway Golf terminated its partnership with Good Good Golf, and major retailers—including Golf Galaxy and its parent company Dick's Sporting Goods—removed the brand's merchandise from their shelves.
The episode serves as a cautionary tale for digital media companies operating in the sports space. While the blend of entertainment and marketing can drive rapid audience growth, it also amplifies the impact of any misjudgment. Companies must balance creative freedom with cultural sensitivity, especially when content reaches a global audience that includes diverse demographics. Looking ahead, Good Good Golf faces the challenge of rebuilding trust with its fan base, sponsors, and the broader golf community.
The appointment of Nahid Giga as interim CEO signals an effort to provide steady leadership during this turbulent period. Meanwhile, the remaining creator team, led by Garrett Clark, is tasked with delivering the high‑energy, relatable content that originally propelled the brand to prominence, all while demonstrating a renewed commitment to respectful and inclusive storytelling.
The incident also invites reflection on the role of influencers in shaping public perception of sports. As platforms like YouTube, TikTok, and Instagram become primary sources of sports news and entertainment, creators wield significant power to influence attitudes toward gender, race, and conduct on and off the course. The Good Good Golf controversy underscores the importance of aligning brand messaging with the core values of the sport—sportsmanship, respect, and community.
In summary, the departure of Matt Kendrick and Joe Flannery marks a pivotal moment for Good Good Golf. The organization must navigate the immediate fallout—loss of sponsorships, retailer pull‑backs, and public criticism—while charting a path forward that restores confidence among stakeholders. Whether the brand can successfully reinvent itself and continue to grow its global community remains to be seen, but the lessons learned from this episode will likely influence how sports content creators approach advertising and audience engagement in the future.