Two top executives at the digital‑media golf brand Good Good Golf have stepped down after the company faced a wave of 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 were announced as the controversy surrounding the ad continued to unfold. The video in question was released last month as part of a campaign to showcase a new Callaway driver.
It was quickly taken down after viewers and commentators condemned it for portraying violence against women. The backlash was swift and severe, prompting Good Good Golf to issue an apology on its social‑media channels, while Callaway Golf acknowledged that "mistakes were made" in how it handled the situation.
According to an internal memorandum circulated by the company’s head of finance and operations, Alex Puchala, the board has appointed Nahid Giga—a co‑founder of Good Good and one of its earliest investors—as interim chief executive officer. The memo, which Business Insider obtained, reads 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." Puchala went on to explain that Giga will assume the interim CEO role immediately to provide stability during the transition. He also reassured the audience that the content creation team, led by Garrett Clark, would continue producing the high‑energy videos and challenges that have become the hallmark of the brand. "I will remain COO and CFO and will continue to oversee day‑to‑day operations," Puchala added. The statement concluded on an optimistic note, noting that the Good Good community remains supportive and that the company is focused on "moving forward and building the next chapter of the company." Good Good Golf began as a modest YouTube channel in 2020, featuring a group of friends who filmed themselves playing rounds, competing in trick‑shot challenges, and generally having fun on the links.
Over the past few years the channel has exploded in popularity, becoming one of the largest golf‑focused content creators worldwide. Its roster now includes eight male personalities and four female golfers, and the brand has expanded beyond video into television‑style series, apparel lines, and a variety of branded merchandise.
The controversial advertisement was defended by the company as a parody of the horror film "Obsession," but critics argued that the comedic intent did not excuse the depiction of a woman being physically assaulted. The video was removed from the brand’s channels on the same day it was posted, August 20, after the outcry reached a fever pitch. The response from the broader golf community was equally strong.
PGA Tour chief executive Brian Rolapp expressed disappointment, 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." Garrett Clark, one of Good Good Golf’s founders and the individual who physically pushed the woman in the clip, later posted an eight‑minute video in which he labeled the commercial "the worst ad known to man" and emphasized that it did not reflect the values of the organization. The fallout has also had tangible business repercussions. Good Good Golf was slated to serve as the title sponsor for a new PGA Tour event in Austin scheduled for November, but the company has withdrawn from that commitment.
Callaway Golf, the equipment manufacturer originally featured in the ad, has terminated its partnership with Good Good Golf. In addition, major retailers such as Golf Galaxy and its parent company, Dick's Sporting Goods, have pulled the brand’s merchandise from their shelves.
The episode underscores the heightened sensitivity surrounding gender representation in sports marketing and the rapid speed at which digital audiences can mobilize against perceived missteps. For Good Good Golf, the challenge now lies in rebuilding trust with fans, sponsors, and the wider golf ecosystem while navigating the leadership transition and redefining its creative direction.
As the interim CEO steps in, stakeholders will be watching closely to see how the company balances its signature irreverent style with a more inclusive and socially aware approach. The next few months will be critical for Good Good Golf to demonstrate that it can learn from this controversy, retain its core audience, and re‑establish its position as a pioneering force in golf entertainment.