Good Good Sacks Three Executives Over Violent Ad Backlash as Sponsors Flee
Good Good, one of golf's biggest media brands, has sacked three senior executives after an advert showing a man shoving a woman to the ground drew widespread condemnation.
Chief executive Matt Kendrick and president Joe Flannery were dismissed on Wednesday, according to the BBC. Jeffrey Lefkovits, the vice-president of brand and marketing, had been sacked earlier in the week. Alex Puchala, head of finance and operations, called it "a difficult day for the entire Good Good family."
The advert that triggered the fallout was created for golf club manufacturer Callaway. It showed Good Good co-founder Garrett Clark rushing at Alexis Miestowski — a professional golfer and regular content creator for the brand — and pushing her to the ground before shouting: "Do not touch my new driver." The video was posted on Saturday, 22 August 2026, and was quickly accused of making light of violence against women, according to The Athletic.
Both Good Good and Callaway removed the advert and issued apologies last month, though Good Good's statement was described as contradictory by Fox News. The damage was already done. Callaway ended its partnership with Good Good entirely and pledged $1 million (about £736,000) to organisations working to prevent violence against women and support victims, per the BBC.
The repercussions kept spreading. Good Good products were pulled from the shelves of several retailers. The brand stepped away from its title sponsorship of a new PGA Tour event in Austin, Texas, scheduled for November — a move that followed public pressure on the Tour to cut ties, as Yahoo Sports reported.
Good Good launched its YouTube channel in 2020 and has since built an audience of 2.1 million subscribers, becoming one of the largest content creators in golf. The channel's mix of trick shots, challenges and course vlogs helped position the brand as a bridge between traditional golf and a younger, social-media-native audience.
Nahid Giga, a board member and investor in Good Good, has been installed as interim CEO. Puchala said the company was "encouraged by the continued support" of its fans and focused on "building the next chapter" of the business.
That chapter begins with a hollowed-out leadership team, a dead sponsorship with one of golf's biggest equipment brands, and a PGA Tour relationship in tatters. For a company built on selling golf as fun and approachable, the advert's tone was jarringly off-brand — and the speed of the commercial fallout shows how quickly a social media misstep can travel from a Saturday post to boardroom dismissals.
