{"id":50408,"date":"2026-08-14T16:21:12","date_gmt":"2026-08-14T16:21:12","guid":{"rendered":"https:\/\/www.europesays.com\/golf\/50408\/"},"modified":"2026-08-14T16:21:12","modified_gmt":"2026-08-14T16:21:12","slug":"good-good-golf-setting-lofty-goals-on-off-course","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/golf\/50408\/","title":{"rendered":"Good Good Golf setting lofty goals on, off course"},"content":{"rendered":"

Matt Kendrick has built Good Good Golf into one of the most recognizable brands in the sport over the past five years. But that\u2019s not where he ultimately wants the influencer golf company to be. <\/p>\n

The Good Good Golf co-founder has lofty goals.<\/p>\n

\u201cWe want to be the biggest golf company in the world,\u201d Kendrick said recently. \u201cWe are building the next-generation golf company.\u201d<\/p>\n

In 2020, 20-year-old YouTuber Garrett Clark, who had his own golf trick shot YouTube channel called GM Golf, officially started Good Good with Kendrick and a handful of other amateurs who specialized in trick shots. As interest in golf grew in the years after the COVID-19 pandemic, both on and off the course, so did interest in Good Good. The channel launched with trick shot videos, as well as matches among its members, and crossed 1 million subscribers just a couple of years later.<\/p>\n

As of July, Good Good has seven official YouTube channels and nearly 820 million views. Its main channel has 2.1 million subscribers alone.<\/p>\n

Kendrick, 40, said content creation remains the foundation of Good Good, but its goal is to continue expanding beyond that. One of those areas is through Versant and Golf Channel.<\/p>\n

Good Good has had a handful of live competitions on Golf Channel, and it is the presenting sponsor of Golf Channel\u2019s \u201cBig Break,\u201d which returns to the airwaves at 9 p.m. ET on Aug. 25 after an 11-year hiatus. The show will run through November and have contestants play for a spot in the Good Good Championship in Austin, marking Good Good\u2019s first title sponsorship of a PGA Tour event.<\/p>\n

\u201cFrom the beginning, we both saw value in each of our audiences individually,\u201d said Glenn Grimshaw, Golf Channel\u2019s vice president of franchise development. \u201cFrom our perspective, this was a new, up-and-coming young audience in the YouTube space that was full of fun golf content without opinions. That\u2019s what attracted us to their brand. And then once you get to know them, they\u2019re good people. We\u2019ve been able to try things together without having any egos on either side.\u201d<\/p>\n

While content and influencer creation remain Good Good\u2019s core, it hopes the expansion to linear TV and a more traditional golf audience will widen its reach.<\/p>\n

\u201cIt gives us an opportunity to put our brand in a more traditional golf space,\u201d Kendrick said. \u201cThat\u2019s something that\u2019s important to us because we know not everyone watches YouTube golf. And so how do you continue to grow the brand in the golf space? And that\u2019s putting it where other people watch golf as well.\u201d<\/p>\n

More than entertainment<\/p>\n

Good Good Golf has three pillars to its business: Content, product and live events\/experiences. <\/p>\n

On the product side, Good Good continues to grow with a clientele that skews heavily in the 18-45 age range. It has hats and other apparel in Target stores. It\u2019s worked with Callaway Golf to have its logo on shoes, balls and gloves. In July, it struck a licensing agreement with Dude Perfect. And later this year, Good Good and Callaway will roll out drivers and putters, according to Kendrick.<\/p>\n

\u201cWe look for ways to diversify everything that we do in the golf space, but I also believe that you\u2019re starting to see that Good Good … everything that we\u2019ve built here is also a platform for other opportunities,\u201d Kendrick said.<\/p>\n

WME\u2019s Davis Holman, who works with Good Good on its commercial deals, said the company has 11 commercial partners, co-branding with seven of them, and is working with potential partners in livestreaming and collectibles. In addition to Dude Perfect, Good Good has worked with esports organization OpTic Gaming on product development.<\/p>\n

\u201c[They\u2019re] partners that touch golf, but I wouldn\u2019t say all are golf endemic,\u201d Holman said. \u201cCallaway is a great partner and we hope to be doing that for a long time, but it\u2019s not all going to be golf brands.\u201d<\/p>\n

Added Kendrick: \u201cAnything that we do, [we\u2019ll do] anything that doesn\u2019t restrict us from continuing to build our own golf products. We\u2019re very protective of that because that\u2019s what we\u2019re trying to establish ourselves as.\u201d<\/p>\n

Title-sponsoring the November tournament is one of Good Good\u2019s largest endeavors. The company is also the host organization of the event, which HNS Sports is operating. With all the other expansions, why did Good Good decide to title-sponsor a tournament?<\/p>\n

\n

Good Good has been a net positive for golf. They\u2019ve connected a younger audience to the game in a way the rest of the industry hasn\u2019t always been able to.<\/p>\n

\u2014 \u00a0Terry Clark, PGA of America CEO<\/p><\/blockquote>\n

\u201cIt\u2019s important to us to be looked at as somebody that\u2019s investing in the game of golf from a competitive side,\u201d Kendrick said. \u201cAnd there\u2019s no doubt the PGA Tour has the best players in the world playing on that tour, and we want to be associated with it. And we also want to be able to put on an event for those players that feels different and gives an experience, helps introduce them to anything that we\u2019re doing.\u201d<\/p>\n

\u201cFor us to be aligned with a professional organization like the PGA Tour, and us having a whole week to ourselves in a professional environment, is extremely valuable to the brand building of what we\u2019re doing. And it sends a message to the world that, \u2018Hey, we\u2019re a serious organization. We\u2019re not a flash in the pan. We\u2019re not just golf entertainment.\u2019\u201d<\/p>\n

Good Good also has chipped in on the non-revenue side. It\u2019s worked closely with the PGA of America and the North Texas PGA on their junior programs. And it has collaborated with Augusta National Golf Club around its annual Drive, Chip & Putt competition for junior players.<\/p>\n

\"MattCo-founder Matt Kendrick said Good Good Golf’s title-sponsoring of a PGA Tour event signals that it is “a serious organization.” Good Good Golf <\/p>\n

\u201cGood Good has been a net positive for golf,\u201d PGA of America CEO Terry Clark said. \u201cThey\u2019ve connected a younger audience to the game in a way the rest of the industry hasn\u2019t always been able to. If I genuinely believe in growing the game \u2014 and I do \u2014 then I think they\u2019re part of the story. \u2026 They\u2019ve figured out how to make golf feel fun, social and approachable.\u201d<\/p>\n

\u201cEverything that we do is looking at how do we affect the game as a whole,\u201d Kendrick said.<\/p>\n

\u2018New wave\u2019 of golf<\/p>\n

Good Good Golf has a full-time staff of around 50 employees, who are based mostly in the Dallas-Fort Worth area. Last year, Good Good secured a $45 million investment from a group that includes Creator Sports Capital, Manhattan West, Sunflower Bank and Peyton Manning\u2019s Omaha Productions. It has sponsored PGA Tour players, including Joel Dahmen and Beau Hossler.<\/p>\n

\u201cThe company cash flows really well, and so us supporting our capital needs internally has never really been an issue,\u201d Kendrick said. \u201cWe would look at things from a strategic standpoint more than anything, and that\u2019s how we looked at the raise that we did in March of last year when we closed it. To get to some of the big ideas that we have down the road, we\u2019re going to need more cash to do those types of things.\u201d<\/p>\n

Good Good recently hired Alex Criscuolo as its director of product and innovation. He joined Good Good after a stint as a senior product designer at Tiger Woods\u2019 Sun Day Red brand. Before that, he was a designer at TaylorMade Golf.<\/p>\n

\u201cPeople have watched and consumed golf in one way for so long that it\u2019s kind of hard to train people or educate people on \u2014 you can watch golf in a different way,\u201d Criscuolo said. \u201c[At] Good Good, they understand this new wave, this new generation of young golfers. And since COVID, everyone from different walks of life have entered the game and started playing.\u201d<\/p>\n

Criscuolo\u2019s charge is to build on Good Good\u2019s following but also expand in other demographics.<\/p>\n

\u201cThe idea is to get a young consumer involved in Good Good and have them grow with the brand,\u201d he said. \u201cSo we want them to continue to wear Good Good and support the brand, whether they\u2019re 12 years old or 40 years old. I think we want to have product that any age can really wear. And you don\u2019t want a consumer to outgrow your brand. You want them to continue to evolve with us.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"Matt Kendrick has built Good Good Golf into one of the most recognizable brands in the sport over…\n","protected":false},"author":2,"featured_media":50409,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[44,2061,2062],"class_list":["post-50408","post","type-post","status-publish","format-standard","has-post-thumbnail","category-news","tag-golf","tag-print","tag-upfront"],"_links":{"self":[{"href":"https:\/\/www.europesays.com\/golf\/wp-json\/wp\/v2\/posts\/50408","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/golf\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/golf\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/golf\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/golf\/wp-json\/wp\/v2\/comments?post=50408"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/golf\/wp-json\/wp\/v2\/posts\/50408\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/golf\/wp-json\/wp\/v2\/media\/50409"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/golf\/wp-json\/wp\/v2\/media?parent=50408"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/golf\/wp-json\/wp\/v2\/categories?post=50408"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/golf\/wp-json\/wp\/v2\/tags?post=50408"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}