Why did Good Good Golf fire two senior executives? everything you need to know
Good Good Golf has dismissed chief executive Matt Kendrick and president Joe Flannery after a controversial advert showing a woman being pushed to the ground triggered widespread criticism over its portrayal of violence against women.
The American golf media and merchandise company confirmed the leadership changes on Wednesday, weeks after the advert was released as part of a campaign for golf equipment manufacturer Callaway.
Good Good’s vice-president of brand and marketing, Jeffrey Lefkovits, was also dismissed earlier this week. The departures represent the most significant leadership shake-up at the company since the backlash began.
Good Good appoints interim chief executive
Nahid Giga, a Good Good board member and investor, has been appointed interim chief executive while the company considers its next steps.
Alex Puchala, Good Good’s head of finance and operations, described the dismissals as a “difficult day for the entire Good Good family”.
“We are encouraged by the continued support from our fans and are focused on moving forward and building the next chapter of the company,” Puchala said.
The company did not provide further details about the reasons for the executives’ dismissals.
Advert sparks criticism over violence against women
The advert, created for Callaway, showed Good Good co-founder Garrett Clark rushing towards professional golfer and Good Good content creator Alexis Miestowski.
Clark then pushed Miestowski to the ground after she reached for a golf club before shouting: “Do not touch my new driver.”
The clip was widely criticised online, with viewers accusing both companies of making light of violence against women. The reaction intensified as campaign footage spread across social media and prompted calls for accountability from fans and advocacy groups.
Good Good and Callaway removed the advert and issued public apologies.
Callaway ends Good Good partnership
Callaway subsequently ended its partnership with Good Good, bringing to a close a relationship that began in 2023.
The golf equipment company also announced plans to donate $1 million, equivalent to approximately £736,000, to organisations supporting victims of violence against women and working to prevent abuse.
The decision marked a major commercial consequence for Good Good, which has built a large audience through golf-focused entertainment and social media content.
Sponsorship and retail consequences continue
Good Good has also withdrawn from its sponsorship of a PGA Tour event scheduled to take place in Austin, Texas, in November.
In addition, Good Good products have reportedly been removed from the shelves of several retailers. The developments suggest that the controversy has affected not only the company’s leadership but also its commercial partnerships and distribution network.
Good Good built a major golf audience online
Good Good launched its YouTube channel in 2020 and has since grown to more than 2.1 million subscribers.
The company’s regular videos feature male and female golfers competing in challenges, games and informal tournaments. It has also expanded into made-for-television programmes, golf clothing, equipment and other merchandise.
The brand became one of the largest golf-focused content creators by combining influencer-led entertainment with commercial partnerships. The advertising controversy, however, has placed renewed attention on how brands use humour and physical comedy in campaigns involving sensitive subjects.
What happens next for Good Good?
With Giga serving as interim CEO, Good Good now faces the challenge of rebuilding trust with audiences, employees, business partners and retailers.
The company’s next steps are likely to include reviewing its advertising processes, strengthening internal oversight and clarifying its approach to content involving violence or public safety.
For fans, the key question is whether Good Good can preserve its highly successful creator-led model while responding meaningfully to criticism over the advert.
Good Good’s leadership shake-up follows a wider commercial fallout involving Callaway, retail partners and a PGA Tour sponsorship.
Frequently Asked Questions
Why did Good Good fire its executives?
Good Good dismissed CEO Matt Kendrick and president Joe Flannery after backlash over an advert showing a woman being pushed to the ground. Vice-president of brand and marketing Jeffrey Lefkovits was also dismissed.
What happened in the Good Good advert?
The advert showed co-founder Garrett Clark pushing professional golfer Alexis Miestowski to the ground after she reached for a golf club. He then said: “Do not touch my new driver.”
Did Good Good apologise for the advert?
Yes. Good Good removed the advert and issued an apology after viewers criticised it for making light of violence against women.
Why did Callaway end its partnership with Good Good?
Callaway ended its partnership after the advert triggered widespread criticism. The company also announced a $1 million donation to organisations supporting victims of violence against women.
Who is Good Good’s interim CEO?
Nahid Giga, a Good Good board member and investor, has been appointed interim chief executive.
How many subscribers does Good Good have?
Good Good’s YouTube channel has more than 2.1 million subscribers.
Has Good Good lost other partnerships?
The company has withdrawn from its sponsorship of a PGA Tour event in Austin, Texas, and its products have reportedly been removed from some retail shelves.