Two senior leaders at Good Good Golf have stepped down after the company faced a firestorm of criticism 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, both of whom left their positions as the controversy over the ad continued to unfold. The video in question was released last month as part of a campaign to promote a new Callaway driver. It quickly drew condemnation for its portrayal of violence against a female participant, prompting Good Good Golf to issue an apology on social media and Callaway Golf to acknowledge that "mistakes were made" in how the incident was handled.
Within hours of the backlash, the video was removed from the brand’s channels. Following the resignations, an internal memorandum circulated by Alex Puchala, the firm’s head of finance and operations, confirmed that board member and early investor Nahid Giga would assume the role of interim chief executive.
The memo, which Business Insider obtained, 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." Puchala went on to explain that Giga, who co‑founded Good Good and was among the first to invest in the venture, would take over immediately to provide stability during the transition. He also reassured staff and followers that the content creation team, led by Garrett Clark, would keep producing the high‑energy videos and challenges that have attracted a devoted audience.
"I will remain COO and CFO and will continue to oversee day‑to‑day operations," Puchala added, emphasizing continuity in the company’s operational leadership. Good Good Golf began as a YouTube channel in 2020, founded by a group of friends who wanted to make golf more accessible and entertaining. Over the past few years the channel has grown into one of the sport’s largest content networks, featuring eight male and four female personalities who compete in tournaments, take on quirky challenges, and produce original series for television.
The brand has also expanded into apparel, accessories, and other merchandise, turning its online following into a tangible consumer base. The controversial advertisement was intended, according to the company, to parody the horror film "Obsession." However, the execution was widely perceived as misogynistic, leading to a wave of negative commentary across social media platforms.
The clip was taken down on the same day it was posted, August 20, but the damage to the brand’s reputation had already been done. Industry reactions were swift. PGA Tour chief executive Brian Rolapp expressed disappointment, stating, "The PGA Tour believes in golf's ability to bring people together and create a welcoming environment for all." His remarks underscored the broader concern that the incident threatened the sport’s inclusive image.
Garrett Clark, one of Good Good’s founders and the individual who appears to push the woman in the video, later posted an eight‑minute response video. In it, he described the commercial as "the worst ad known to man" and insisted it did not reflect the values of the company. Clark’s candid apology was an attempt to distance the brand from the misstep and reassure fans that the organization’s core mission—making golf fun and approachable—remains unchanged. The fallout extended beyond personnel changes.
Good Good 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 controversy, the company withdrew its sponsorship, and Callaway Golf terminated its partnership with Good Good altogether.
Retailers such as Golf Galaxy and its parent company, Dick’s Sporting Goods, also removed Good Good merchandise from their shelves, further illustrating the commercial repercussions of the incident. Analysts note that the situation highlights the delicate balance that digital‑first sports brands must maintain between edgy, attention‑grabbing content and responsible messaging. While provocative videos can drive rapid audience growth, they also carry the risk of alienating viewers and partners if they cross perceived ethical lines.
Good Good’s experience serves as a cautionary tale for other creators seeking to leverage viral moments without compromising core values. Looking ahead, the interim leadership under Nahid Giga faces the challenge of rebuilding trust with both the golfing community and corporate partners. The company has pledged to focus on "moving forward and building the next chapter," emphasizing continued content production and community engagement.
Whether Good Good can recover its standing in the sport’s ecosystem will depend on how effectively it addresses the concerns raised by the video, demonstrates genuine cultural sensitivity, and re‑establishes strong, mutually respectful relationships with sponsors, retailers, and fans alike.