Good Good's CEO and co-founder has left the US golf brand just days after posting a defiant message on social media about an advertisement the company produced for Callaway that drew accusations of misogyny.

Callaway terminated its relationship with Good Good last week over the ad, which depicted a man pushing over a woman and was accused of making light of violence against women.

CEO Matt Kendrick responded on X (via his post): "Interesting that @CallawayGolf asks us to make an ad then approves it then asks us to take the fall then drops us in a coordinated media blitz and covers it up by giving a million dollars away thinking everyone will be ok with it."

Kendrick and president Joe Flannery have now departed Good Good, with board member Nahid Giga stepping in as interim CEO. Fellow co-founder Garrett Clark, who appeared in the ad, remains with the company.

"This is a difficult day for the entire Good Good family," head of finance and operations Alex Puchala told staff in a memo. "Matt helped build something extraordinary that exceeded all expectations and continues to bring countless new fans to the sport."

How the ad cost Good Good its PGA Tour and Golf Channel deals

Puchala added that Good Good was "encouraged by the continued support" of its fans and "focused on moving forward and building the next chapter of the company".

Good Good produces golf clothing and equipment as well as creating content. The company has more than one million subscribers to its YouTube channel and works with brands and broadcasters. That model — part media outlet, part merchandise brand — has made companies like Good Good attractive partners for established golf equipment makers seeking younger audiences, but it also leaves creator-led firms heavily exposed when a sponsor relationship collapses.

Its ad for a new Callaway driver provoked immediate and far-reaching backlash, which neither the ad's withdrawal nor repeated apologies from both the club maker and Good Good were able to quell.

Good Good lost deals with the PGA Tour and Golf Channel, as well as its contract with Callaway, which began in 2023, while major US retailers removed its merchandise from shelves.

Vice president of brand and marketing Jeffrey Lefkovits and Callaway director of content and production Alex Upegui both left their roles amid the controversy.

With an interim CEO now in place, attention turns to whether Good Good can retain its fanbase and commercial partners — and how quickly it can rebuild the distribution and broadcast relationships lost in the fallout.