Golf is changing faster than the industry can keep up. Younger fans are entering the sport in record numbers, but sponsorships, broadcasts, and brand deals still prioritize traditional media.
According to the National Golf Foundation, more than half (57%) of on-course golfers are under the age of 50. But this audience isn’t watching television. They’re following creators on YouTube and social media, the matches, the road trips, the chaos. And they’re shaping a golf culture that traditional media never built.
The Biggest YouTube Golf Channel: A Business Plan From Day One
Matt Kendrick built Good Good Golf for that audience. As founder and now CEO, he created the preeminent creator-led golf channel on YouTube with 16 creators and more than 1.7 million subscribers on the main channel alone.
The model is working. The company has raised $45 million, launched a merchandise and equipment line in 800+ Dick’s Sporting Goods locations, and built a live events business that includes a PGA TOUR event debuting in 2026. Key sponsors include GMC, Callaway, Yeti, Mountain Dew, and SuperStroke. International expansion is underway.
Three years ago, four people sat in Good Good’s 10,000-square-foot office. Today, the company has nearly 40 employees and continues to expand.
What looks like a successful YouTube creator group on the surface is, underneath, a fully diversified business: content, product, retail, live events, and international operations, all connected by a clear strategy.
Kendrick built Good Good on the content-to-commerce model from day one. CFO Alex Puchala, one of the original four employees, explained: “The idea was straightforward. Make really good content, build a strong organic customer base, and then build the products that those people want.”
Good Good doesn’t guess. They use content to learn, and the audience tells them what to build. That same system gives their brand partners something they’ve never had: a direct line to the next generation of golfers.
How Creator-Brand Partnerships Are Reshaping Golf Marketing & Media
Partnering with Good Good gives brands an edge.
One crucial difference: Good Good Golf doesn’t have customers. They have fans who are vocal, invested, and eager to hear from their favorite creators.
Callaway is one of their long-time and most successful brand partners. They are one of the few companies that already touch all sides of modern golf, from the equipment that built the sport to the Topgolf experience that brought millions of new players in. But even with that reach, they know where the next generation actually pays attention.
Working with Good Good puts them right in front of the golfers who watch the golf creators’ content long before they ever watch a broadcast.
Puchala explained that Good Good approaches every partnership the same way they run the rest of the business: collaboratively.
“Callaway launches a new driver every single year. Now we have a fully Good Good branded version. We work directly with them to put a full blue colorway on it, something they would never typically put on their drivers. It says ‘Good’ on it and has our micro-logos spread across it.”
Good Good also brought in Fujikura for the custom shaft and SuperStroke for the grip; three partners, one product.
“When we think about how we can partner, we’re also thinking about how we can fully support the brands we’re working with. We help them grow, we help them get eyeballs, and they do the same with us.”
According to Puchala, the audience told them precisely what they needed to know. The first run sold out. Fans commented every day for more than 100 days, asking for a restock. They restocked it. It sold out again.
For Good Good that’s the signal. And it points them toward whatever they build next.
YouTube Analytics Drive Good Good Golf’s Global Expansion Strategy
Good Good’s expansion strategy follows the same logic as everything else: go where the audience already is.
Their fan base is expanding rapidly. Australia represents nearly 5% of Good Good viewership on YouTube. Fans were already willing to pay a premium for shipping and wait weeks to receive the product. The demand was clear.
Now it’s official. Good Good has announced its expansion to Australia supported by new local infrastructure and an official presence.
“You can see it almost down to the city,” Puchala said. “Having an active presence in Australia lets us meet our fans exactly where they are.”
The group plans to visit Sydney, Melbourne, and Brisbane next year for events and meetups, turning data signals into an IRL community.
Inside the GMC and The Good Good Golf Creator Campaign
Good Good’s understanding of their audience doesn’t just shape products and market expansion. It shapes how they work with brand partners.
GMC came to Good Good with a challenge: show what the all-new Sierra EV AT4 can actually do in real adventure terrain.
Good Good and award-winning production company Portal A turned that challenge into The Great American Golf Adventure featuring six creators in the remote backcountry of Wyoming playing a five-hole match across rugged terrain, teeing off from a custom platform built into the bed of a GMC Sierra EV AT4.
“Good Good has always been about pushing what golf content can be, and this project took that to a whole new level,” said golf creator Garrett Clark. “The Sierra EV AT4 let us chase down shots we’d never even think to film before.”
The Sierra EV AT4s navigated wilderness terrain and completed the entire journey, including holes stretching more than 1,300 yards, on a single charge. The content looked and felt like a Good Good video, just on a bigger stage.
The campaign delivered more than 30 assets across brand films, creator content, and social teasers, generating over 10 million views and 100,000 engagements.
Sean Poppitt, Executive Director of Global GMC Communications, described the ambition: “This isn’t just a road trip; it’s reimagining what golf can be. Together, we flipped the script on creator partnerships and golf trips.”
Portal A co-founder, Zach Blume, sees it as a stronger model: “These partnerships can be so much bigger and better than boilerplate sponsorship deals. When creators shape the idea, the work becomes way more than branded content.”
What Marketers Can Learn From Good Good Golf’s Success
1. START WITH DEMAND
Good Good doesn’t guess. They watch what fans buy, request, binge, discuss, show up for, and share. That becomes the roadmap and everything starts with demand.
2. SPEAK THEIR LANGUAGE
Not with a sales pitch, but with made-for-the-medium formats designed to roll out like a season, not a single post. Road-trip matches. Creator-driven events. Discord communities. Episodic content that keeps fans coming back.
3. UNDERSTAND THEIR WORLD.
Younger golfers don’t separate content, commerce, and community. Build for the new model.
Good Good knows their audience better than anyone. That’s why their retail expansion works. It’s why partners like Callaway and GMC find real traction. And it’s why Australia is the next logical move.
Good Good didn’t reinvent golf. They listened to the people reshaping it and built what they asked for.