Two senior leaders at the digital golf media company Good Good Golf have stepped down after a wave of criticism erupted over a promotional video that depicted a woman being forced to the ground. The departures include chief executive officer Matt Kendrick and company president Joe Flannery, whose exits were confirmed as the fallout from the ad continued to intensify.
The video in question was released last month as part of a marketing push for a new Callaway driver. It was quickly removed after viewers condemned it for portraying violence against women. The backlash was swift and severe, prompting Good Good Golf to issue a public apology on its social media channels, while Callaway Golf also acknowledged that "mistakes were made" in how it handled the situation. According to an internal memorandum circulated by Alex Puchala, the firm’s head of finance and operations, the board has appointed Nahid Giga—an early investor and co‑founder of Good Good Golf—to serve as interim chief executive officer.
Puchala’s memo, which was obtained by Business Insider, read in part: "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." The statement 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 originated as a YouTube channel in 2020 and has since grown into one of the sport’s most prominent content creators. The platform showcases a rotating cast of eight men and four women who compete in traditional rounds, trick‑shot challenges, and a variety of golf‑related games.
Beyond video, the brand has expanded into television‑style series, a line of apparel, and other merchandise sold through major retailers. The controversial ad was intended, according to the company, to parody the horror film "Obsession." However, the depiction of a woman being shoved to the ground struck a nerve with audiences and industry observers alike.
Within hours of its August 20 posting, the video was taken down, but the damage to the brand’s reputation had already been done. PGA Tour chief executive Brian Rolapp expressed disappointment in a statement last week, saying, "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 broader concern that the incident threatened the sport’s inclusive image. Garrett Clark, a co‑founder of Good Good Golf and the individual who performed the physical act in the video, later posted an eight‑minute commentary in which he described the commercial as "the worst ad known to man" and insisted it did not reflect the company’s values.
Clark’s candid admission was an attempt to distance the brand from the misstep and reassure fans that the incident was an outlier rather than a reflection of the organization’s culture. The repercussions extended beyond personnel changes.
Good Good Golf had been slated to serve as the title sponsor for a PGA Tour event in Austin scheduled for November. In the wake of the controversy, the company withdrew its sponsorship, and Callaway Golf terminated its partnership with Good Good Golf altogether. Retail partners, including Golf Galaxy and its parent company Dick’s Sporting Goods, also removed Good Good merchandise from their shelves. The episode serves as a cautionary tale for digital media companies that operate at the intersection of entertainment and sport.
While viral content can drive massive audience growth, it also carries the risk of crossing lines that trigger public outrage. Brands must balance creative ambition with cultural sensitivity, especially when dealing with themes of gender and violence. Industry analysts note that the incident could have longer‑term implications for influencer‑driven marketing in golf.
Brands may become more hesitant to partner with creators who rely on edgy or provocative content, opting instead for safer, more traditional advertising approaches. At the same time, the situation highlights the importance of having robust internal review processes before launching high‑visibility campaigns.
Looking ahead, Good Good Golf faces the challenge of rebuilding trust with its audience, sponsors, and the broader golf community. With Nahid Giga at the helm on an interim basis, the company has signaled its intention to maintain operational continuity while it navigates the crisis. The continued involvement of Garrett Clark and the creator team suggests that the core content‑production engine remains intact, but they will likely need to adopt a more measured tone in future videos.
In the broader context, the incident reflects a growing awareness among consumers and stakeholders about the impact of media representations. As audiences become more attuned to issues of gender equity and respectful portrayal, companies across all sectors are being held to higher standards. For Good Good Golf, the path forward will involve not only re‑establishing its brand identity but also demonstrating a genuine commitment to the values of inclusivity and respect that the sport of golf strives to uphold.
The episode also raises questions about the role of platforms like YouTube in moderating content that can be deemed harmful or offensive. While the video was quickly removed after public outcry, the initial posting underscores the need for proactive content oversight, especially when a brand’s reputation is on the line. In summary, the resignation of Matt Kendrick and Joe Flannery marks a pivotal moment for Good Good Golf, one that underscores the delicate balance between creative freedom and social responsibility. The company’s next steps—under interim leadership, with a renewed focus on community support and careful content creation—will determine whether it can recover its standing in the golf world and continue to grow its passionate fan base.