The PGA Tour and golf equipment manufacturer Callaway have condemned YouTube channel Good Good after a deleted advert showed co-founder Garrett Clark shoving a woman to the ground.
The video depicted Clark pushing fellow Good Good creator Alexis Miestowski as she reached for his golf bag. "Do not touch my new driver!" Clark shouts in the footage.
The incident has already impacted Good Good's television partnerships. The Golf Channel postponed the premiere of its 'Big Break' reality television reboot, which partnered with the channel, after a sponsor requested its branding be removed from the series.
Callaway chief executive Chip Brewer admitted his company approved the video but said the decision was a mistake.
"That approval should never have happened," Brewer said in a statement. "Mistakes were made, and we are taking the matter very seriously. We sincerely apologize... we are unequivocally against discrimination, domestic violence, or threatening behavior of any kind."
Good Good chief executive Matt Kendrick said the brand "got this wrong" and vowed to learn from the incident.
"We'll learn from it, we'll be better because of it, and we'll continue doing everything we can to make Good Good a positive force in golf for women and men," Kendrick wrote.
The company stated the advert depicted actions not aligned with its values and promised to donate all proceeds from the driver's sales to an organization supporting women. However, an internal memo sent by Kendrick earlier this week opened with the line: "As you are all aware, Good Good has been in the news."
Tour disappointment
The controversy has drawn criticism from the PGA Tour. Chief executive Brian Rolapp said during a press conference on Tuesday that he was disappointed with Good Good's initial reaction, calling it defensive and late.
"I think what we saw was concerning (and) is clearly not aligned with PGA Tour values," Rolapp said. "We take it very seriously."
The Tour is scheduled to launch a new event, the Good Good Championship, in Austin, Texas, in 11 weeks. Asked how the incident would affect the tournament, Rolapp described the situation as "a bit of a fluid situation."
The scandal has overshadowed the end of the 2026 PGA Tour season. Thirty players are competing for a $40 million purse at the Tour Championship in Atlanta this week, where Scottie Scheffler is seeking his third victory of the year.
YouTube influence
The incident highlights the growing influence of social media creators in professional golf. Good Good boasts nearly four million followers and has expanded into a large business, securing $45 million in funding last year from investors including former NFL quarterback Peyton Manning.
The brand sponsors several PGA Tour players and invests in TGL, the indoor golf league founded by Tiger Woods and Rory McIlroy. Clark has also competed in the PGA Tour's Creator Classic, filmed with Kai Trump, and featured superstar professionals on his channel.
Good Good's Kendrick has also recently written to the US president regarding the impact of tariffs on business.
PGA Tour commissioner Jay Monahan told the Daily Mail last year that the organization wanted to be "constantly learning" from influencers. The creators' popularity even prompted US Open champion Bryson DeChambeau to consider leaving traditional tournaments to focus on social media full time.
Grant Horvat, another prominent golf YouTuber who left Good Good in 2022, was swarmed by fans for photographs and signatures while being driven around TPC Sawgrass before the Players Championship in March 2025.
Golf's broader issues
The advert adds to concerns regarding a toxic streak of masculinity and bro culture at golf tournaments, particularly following shocking scenes at Bethpage and Shinnecock Hills.
The sport has seen a rise in boisterous crowds, with Good Good merchandise frequently worn by men under 30 at major events. Recent tournaments have been marred by unruly behavior, including the abuse of Wyndham Clark by fans at this year's US Open and vicious heckling directed at European players like McIlroy during last year's Ryder Cup.
The sexism controversy is the latest negative headline for the sport. Saudi Arabia recently pulled the plug on its $5 billion LIV Golf project, while Woods is due in court next month following a car crash and an off-course scandal.
