Good Good Golf Fires CEO and President Over Controversial Ad

American golf brand Good Good has fired its chief executive and president after a backlash over a controversial advert. The advert showed a woman being pushed to the ground after reaching for a golf club.

According to BBC Sport on Thursday, the company announced it had parted ways with CEO Matt Kendrick and president Joe Flannery. This decision followed the release of the advert made for golf club maker Callaway.

Earlier this week, Good Good's vice-president of brand and marketing, Jeffrey Lefkovits, was also let go.

The advert featured Good Good co-founder Garrett Clark rushing toward professional golfer and Good Good content creator Alexis Miestowski. He pushed her to the ground and shouted, “Do not touch my new driver.” This video faced heavy criticism, with many viewers accusing the company of making light of violence against women.

Both Good Good and Callaway later took down the advert and publicly apologized. Callaway then ended its partnership with Good Good. They also announced plans to donate $1 million to groups working to prevent violence against women and help victims.

Good Good has about 2.1 million subscribers on YouTube. They have also stepped away from sponsoring a PGA Tour event in Austin, Texas, set for November. Several retailers have pulled Good Good products from their shelves following the backlash.

Nahid Giga, a member of Good Good's board and an investor, has been named interim CEO. Alex Puchala, head of finance and operations, called the executive departures a “difficult day for the entire Good Good family.”

He added that the company is encouraged by the continued support from fans. They remain focused on “moving forward and building the next chapter of the company.”

Good Good launched its YouTube channel in 2020. It has become one of the largest golf content creators, making videos of men and women competing in golf challenges, along with TV shows, adverts, and golf merchandise.