Two top executives at Good Good Golf have stepped down in the wake of a storm of criticism sparked by a promotional video that depicted a woman being forced to the ground. The departures of CEO Matt Kendrick and President Joe Flannery mark a significant turning point for the digital‑media company as it tries to navigate the fallout from the ad, which was originally released last month to showcase a new Callaway driver before being swiftly taken down.
The video, produced by the popular golf content creators, was met with immediate and widespread backlash. Viewers and commentators alike condemned the piece for seemingly glorifying violence against women, prompting Good Good Golf to issue a public apology via its social‑media channels.
Callaway Golf, the brand whose product was being promoted, also acknowledged that "mistakes were made" in the way the incident was handled. Following the controversy, an internal memorandum from Alex Puchala, Good Good Golf’s head of finance and operations, was obtained by Business Insider. The memo confirmed that board member and early investor Nahid Giga would assume the role of 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." 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 was founded as a YouTube channel in 2020 and has since grown into one of the sport’s most influential content networks. The channel features eight male and four female personalities who compete in traditional rounds, trick‑shot challenges, and a variety of golf‑related contests.
Over the years, the brand has expanded beyond digital video into television‑style programming, apparel lines, and a range of branded merchandise. The company defended the disputed advertisement by claiming it was intended as a parody of the horror film "Obsession." Nevertheless, the negative response was relentless, and the video was removed from all platforms on the same day it debuted, August 20. The incident drew comments from high‑profile figures in the golf world. 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." Garrett Clark, a co‑founder of Good Good Golf and the individual who appears to push the woman in the video, later posted an eight‑minute explanatory video. In it, he described the commercial as "the worst ad known to man" and insisted it did not reflect the values of the brand or its community. The repercussions extended beyond personnel changes.
Good Good Golf had been slated to serve as the title sponsor for a new PGA Tour event scheduled for November in Austin, Texas. In the wake of the controversy, the company withdrew its sponsorship commitment.
Callaway Golf also terminated its partnership with Good Good Golf, citing the incident as a breach of brand safety standards. Retail partners responded quickly as well.
Golf Galaxy and its parent company, Dick's Sporting Goods, removed Good Good Golf merchandise from their shelves, further signaling the commercial impact of the backlash. The episode highlights the delicate balance that digital creators must maintain when blending entertainment with brand promotion.
While the original intent may have been a tongue‑in‑cheek homage to a horror movie, the execution was perceived by many as trivializing gender‑based violence—a subject that remains highly sensitive in today’s cultural climate. The swift reaction from both corporate partners and the broader golf community underscores the increasing expectation that content creators adhere to socially responsible standards, especially when their work reaches a global audience. Looking ahead, the interim leadership under Nahid Giga will need to address several pressing challenges. Restoring trust with sponsors, re‑establishing the brand’s reputation among fans, and ensuring future content aligns with inclusive values will be paramount.
The company’s statement about continued community support suggests that a core segment of its audience remains loyal, but rebuilding broader industry relationships will likely require transparent communication, concrete policy changes, and perhaps a re‑evaluation of the creative approval process for future campaigns. In sum, the departure of Good Good Golf’s top executives marks a watershed moment for a brand that rose from a casual group of friends playing golf to a major player in the sport’s media landscape. The controversy serves as a cautionary tale about the power of visual storytelling and the responsibility that comes with influencing a diverse, worldwide fan base.