Two high‑ranking officials at the digital golf brand Good Good Golf have stepped down in the wake of a storm of criticism triggered by 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, both of whom exited their positions as the backlash over the advertisement continued to intensify. The video in question was originally posted last month as part of a campaign to showcase a new Callaway driver.
It was quickly removed after viewers and advocacy groups condemned it for seemingly glorifying violence against women. The clip, produced by the popular Good Good Golf content team, sparked an outpouring of disapproval on social media platforms, prompting the brand to issue a public apology. Callaway Golf, the equipment manufacturer featured in the ad, also released a statement acknowledging that "mistakes were made" in the handling of the incident and expressing regret for the negative impact.
Following the controversy, an internal memorandum circulated by Alex Puchala, Good Good Golf’s head of finance and operations, confirmed that board member and early investor Nahid Giga would assume the role of interim chief executive officer. The memo, which Business Insider obtained, quoted Puchala as saying, "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 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 began as a modest YouTube channel in 2020, founded by a group of friends who wanted to share their love of the game. Over the past few years the channel has exploded into one of the sport’s most recognizable digital properties, boasting a roster of eight male and four female personalities who compete in traditional rounds, inventive challenges, and collaborative events.
The brand has leveraged its online popularity into a broader media presence, producing television‑style series, launching a line of apparel, and selling a variety of golf‑related merchandise. The contentious advertisement was intended, according to the company, to parody the horror film "Obsession" by staging an over‑the‑top, cinematic scenario. However, the execution was widely perceived as tone‑deaf and misogynistic, leading to an avalanche of negative commentary.
The video was taken down on the same day it was uploaded—August 20—and the brand’s subsequent statements attempted to clarify intent while acknowledging the hurt caused. PGA Tour chief executive 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 remarks underscored the broader industry concern that the incident could damage the sport’s reputation for inclusivity. Garrett Clark, one of Good Good Golf’s founders and the individual who appears to physically push the woman in the clip, later posted an eight‑minute video apology.
In it, he described the commercial as "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 misstep and to reassure fans that the company’s culture remains centered on positivity and respect. The fallout extended beyond personnel changes and public apologies.
Good Good Golf had been slated to serve as the title sponsor for a PGA Tour event scheduled to take place in Austin in November. In light of the controversy, the company withdrew its sponsorship commitment. Similarly, Callaway Golf terminated its partnership with Good Good Golf, ending any further collaborative marketing efforts. Retail partners also reacted; Golf Galaxy and its parent corporation, Dick’s Sporting Goods, removed Good Good Golf merchandise from their stores, signaling a swift commercial response to consumer sentiment.
The incident highlights the heightened scrutiny that digital content creators now face, especially when they cross over into traditional advertising spaces. Audiences expect brands to uphold standards of respect and sensitivity, and missteps can lead to rapid reputational damage. For Good Good Golf, the episode serves as a cautionary tale about the importance of aligning creative vision with broader social expectations.
Looking ahead, the interim leadership under Nahid Giga will need to navigate a complex recovery process. This includes rebuilding trust with fans, re‑establishing relationships with industry partners, and ensuring that future content reflects a more inclusive and responsible approach. The company’s sizable and engaged community will likely play a pivotal role in shaping the next phase of Good Good Golf’s evolution, as the brand strives to learn from this controversy and reaffirm its commitment to the sport and its diverse audience.