Good Good Golf has dismissed its chief executive officer Matt Kendrick and president Joe Flannery following widespread criticism of a controversial advertisement released last month. The announcement was made by Alex Puchala, the company’s head of finance and operations.

The ad, which debuted on August 21, promoted a new driver co-branded with Callaway Golf. It depicted Good Good Golf co-founder Garrett Clark pushing fellow company personality Alexis Miestowski to the ground as she attempted to retrieve the club from his bag. Clark then stood over her, warning, “Do not touch my new driver.” The depiction of physical aggression against a woman sparked immediate public outrage.

In response to the backlash, both Good Good Golf and Callaway issued multiple apologies. Despite the attempts at damage control, Callaway Golf decided to terminate its partnership with Good Good Golf. Following the split, CEO Matt Kendrick publicly criticized Callaway on social media, further intensifying the situation.

Earlier in the week, Good Good Golf also terminated Jeffrey Lefkovits, the vice-president of brand and marketing, who was involved in the campaign.

Established in 2020 as a YouTube channel focused on golf, Good Good Golf quickly expanded into a recognized golf and lifestyle brand. Nahid Giga, a board member and investor, has been appointed as interim CEO to guide the company amid the ongoing fallout.

The company has not released further comments on the internal changes or the future direction of its marketing strategy after the controversy.