Two senior leaders at the digital golf media company Good Good Golf have stepped down from their positions after the brand faced intense criticism for a promotional video that depicted a woman being forced to the ground. The departures include chief executive officer Matt Kendrick and president Joe Flannery, whose exits mark the latest development in a controversy that began when the company released a short clip to showcase a new Callaway driver. The video, posted in late August, was quickly removed after viewers condemned it as an example of gender‑based violence, prompting a wave of backlash across social media and the broader golf community.
Good Good Golf, which started as a modest YouTube channel in 2020, has grown into one of the sport’s most influential content networks. It now produces a mix of entertaining challenges, competitive rounds, and lifestyle segments featuring a roster of eight male and four female personalities. The channel’s success has translated into television‑style series, a line of branded apparel, and a range of merchandise sold through major retailers.
Its rapid rise helped attract investment from notable backers, including board member and early investor Nahid Giga, who has now been tapped to serve as interim chief executive officer while the company works to steady its course. The disputed advertisement was intended, according to the company, to parody the horror film "Obsession" and to inject a dramatic, cinematic flair into the promotion of the new driver. However, the visual narrative—showing a woman being shoved to the ground by one of the brand’s founders, Garrett Clark—was interpreted by many as glorifying violence against women.
The clip was posted on August 20 and taken down the same day, but not before it had been shared widely and ignited a firestorm of condemnation. In response, Good Good Golf issued a public apology via its social media channels, acknowledging that the content had missed the mark and expressing regret for the offense caused. Callaway Golf, the equipment manufacturer featured in the ad, also issued a statement admitting that "mistakes were made" in how the partnership and the video were handled. The fallout extended beyond public statements: PGA Tour chief executive Brian Rolapp voiced disappointment, emphasizing that the sport should foster an inclusive environment that welcomes all participants.
An internal memorandum circulated by Alex Puchala, Good Good Golf’s head of finance and operations, confirmed the leadership changes and outlined the transition plan. The memo, which Business Insider obtained, highlighted that Nahid Giga—co‑founder of the company and one of its first investors—will assume the role of interim CEO effective immediately. Puchala also reassured staff and fans that the content creation team, led by Garrett Clark, will continue to produce the high‑energy videos that have become the brand’s hallmark. He affirmed his own continued role as chief operating officer and chief financial officer, overseeing day‑to‑day operations during the period of change.
"This is a difficult day for the entire Good Good family," Puchala wrote. "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. 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." Garrett Clark, one of the brand’s founding members and the individual who appears in the contentious scene, later posted an eight‑minute video in which he labeled the advertisement "the worst ad known to man" and reiterated that it did not reflect the values of Good Good Golf. Clark’s candid admission was an attempt to distance the brand from the misstep and to reassure the audience that the company’s core mission—to make golf fun, accessible, and inclusive—remains unchanged. The repercussions of the incident have been tangible.
Good Good Golf had been slated to serve as the title sponsor for a PGA Tour event in Austin scheduled for November, but the company withdrew from that commitment amid the controversy. Callaway Golf also terminated its partnership with Good Good, ending a collaboration that had been seen as mutually beneficial for both parties.
Additionally, major retailers such as Golf Galaxy and its parent company Dick’s Sporting Goods removed Good Good Golf merchandise from their shelves, further illustrating the commercial fallout. Beyond the immediate business impacts, the episode has sparked a broader conversation within the golf world about representation, gender equity, and the responsibilities of content creators who wield significant influence over a global audience. Critics argue that the video reinforced harmful stereotypes and underscored the need for brands to be more vigilant about the messages they convey, especially when those messages intersect with issues of violence and gender.
Industry observers note that the incident serves as a cautionary tale for digital media companies that rely heavily on viral, edgy content to drive engagement. While bold, attention‑grabbing concepts can accelerate growth, they also carry the risk of crossing lines that alienate core audiences and partners. The balance between creativity and cultural sensitivity is increasingly scrutinized, particularly in sports like golf that have historically grappled with perceptions of exclusivity.
Looking ahead, Good Good Golf faces the challenge of rebuilding trust with its fan base, sponsors, and the broader golfing community. The appointment of Nahid Giga as interim CEO signals a desire for steady leadership rooted in the company’s original vision, while the continued involvement of the founding creators suggests an effort to retain the authentic voice that propelled the brand’s rise. Stakeholders will be watching closely to see how the company navigates its next steps, whether through revised content guidelines, deeper engagement with diversity and inclusion initiatives, or strategic partnerships that reinforce a commitment to respectful, inclusive storytelling.
In summary, the departure of Matt Kendrick and Joe Flannery marks a pivotal moment for Good Good Golf as it attempts to recover from a miscalculated marketing effort that triggered widespread condemnation. The company’s future will depend on its ability to learn from the episode, align its creative output with evolving societal expectations, and reaffirm its dedication to making golf an enjoyable sport for a diverse and expanding audience.