Two senior leaders at Good Good Golf have stepped down after the company 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, who both exited the organization as the backlash over the ad continued to mount. The video in question was released last month as part of a campaign to showcase a new Callaway driver. It quickly attracted widespread condemnation for its portrayal of violence against a woman, prompting Good Good Golf to issue a public apology on its social media channels.
Callaway Golf also acknowledged that "mistakes were made" in the way it handled the situation, further fueling the controversy. Following the fallout, an internal memorandum from Alex Puchala, the company's head of finance and operations, was obtained by Business Insider. The memo confirmed that Nahid Giga—who sits on Good Good's board and is one of its earliest investors—has been appointed as interim chief executive officer.
Puchala's statement read, "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." To provide stability during the transition, Giga will assume the interim CEO role effective immediately.
The memo also noted that Garrett Clark and the broader creator team will continue focusing on producing engaging content for their audience, while Puchala will remain chief operating officer and chief financial officer, overseeing daily operations. "We are 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," Puchala added. Good Good Golf originated as a YouTube channel in 2020 and has since evolved into one of the sport's most prominent content creators. The channel features eight male and four female personalities who compete in golf tournaments, tackle a variety of challenges, and produce original series for television.
In addition to digital content, the brand has expanded into apparel, merchandise, and other consumer products. According to the company, the contentious advertisement was intended as a parody of the horror film "Obsession." However, the public reaction was swift and unforgiving, leading the video to be taken down on the same day it was posted, August 20.
The incident sparked a broader conversation about the responsibilities of influencers and brands when depicting sensitive subjects. PGA Tour Chief Executive Officer Brian Rolapp expressed disappointment with the episode, 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 sport's commitment to inclusivity and highlighted the potential reputational damage such missteps can cause. Garrett Clark, a co‑founder of Good Good Golf and the individual who physically pushed the woman in the video, later posted an eight‑minute response video. In it, he labeled the commercial "the worst ad known to man" and emphasized that it did not reflect the company's values.
Clark's candid admission was an attempt to distance the brand from the negative perception and to reassure fans that the incident was an aberration rather than a reflection of its core ethos. 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. In the wake of the scandal, the company withdrew its sponsorship commitment.
Similarly, Callaway Golf terminated its partnership with Good Good, and major retailers such as Golf Galaxy and its parent company Dick's Sporting Goods removed Good Good merchandise from their shelves. The episode serves as a cautionary tale for digital media companies that rely heavily on viral content and influencer culture.
While the platform's rapid growth has allowed Good Good Golf to amass a sizable following and secure high‑profile partnerships, it also means that missteps can quickly attract national scrutiny. The company's response—public apologies, leadership changes, and a clear plan for continuity—demonstrates an effort to mitigate damage and restore trust. Looking ahead, the appointment of Nahid Giga as interim CEO signals a desire for steady governance while the organization recalibrates its brand strategy.
Stakeholders will be watching closely to see how Good Good Golf rebuilds its reputation, redefines its creative direction, and re‑engages with both fans and corporate partners. The incident underscores the delicate balance between edgy, attention‑grabbing marketing and the responsibility to uphold respectful, inclusive standards in the public eye.