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Golf has seen an evolutionlike many sports, in the content creation space, with various channels and social media pages being created to grow the game and build brands.
One that stands out above the rest has been Good Good Golf, an innovative group of golf influencers who have captivated the game and have 1.72 million subscribers. on YouTube accompanied by the walk.
The clothing side of the company just made history.
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From left to right, Joel Dahmen, John Pak and Beau Hossler walk a golf course. (Tavits Photography)
Good Good Golf announced that they will sponsor professional golfers on the PGA Tour and beyond, the first time a YouTube-powered brand has built such a robust business to officially partner with players at the highest level.
Founder and CEO Matt Kendrick spoke with FOX Business Digital about this exciting announcement that will feature Joel Dahmen, a fan favorite thanks to his involvement with the Netflix documentary series “Full Swing.” PGA Tour rookie John Pak, Beau Hossler, Willie Mack III and Michael Block.
Good Good Golf has powerful golf partners like Callaway and its apparel is featured in DICK’S Sporting Goods and Golf Galaxy.
However, Kendrick hopes the main takeaway from this sponsorship with Tour players is that Good Good Golf is much more than a YouTube brand that sells merchandise.
“Good Good’s goal at the end of the day is that we want to be one of the top five brands in golf,” Kendrick said. “So part of that strategy is that we’ve done it non-traditionally through YouTube and the content that we’ve been doing. But obviously we’ve gotten to a point where we now want to get into the more traditional golf space and sponsoring athletes. The PGA Tour is a step in that direction. We’re excited to be in a place to do that and get our product to the highest level of players on the PGA Tour.”
Kendrick understands that the stigma of being “YouTubers selling merch” will have to be broken down layer by layer, but this is a big step in the right direction.
“Everything we do, we want to be entertaining in the golf space,” he said. “That’s what we’re doing with the YouTube part. But we also want to be taken seriously in the product and brand spaces of golf.”
For players, what’s intriguing about joining Good Good is the fact that they won’t just be carrying merchandise and playing like so many others do with their respective brands. They will be engaged in YouTube content, which in turn continues to grow their own personal brands.
Joel Dahmen reacts while wearing Good Good Golf apparel. (Tavits Photography / Fox News)
“It’s not just about wearing it. Yes, we want them to wear the product, but we also want them to engage with our content,” Kendrick explained. “So I think that’s the other thing you’re going to see is how we integrate them into what we’re doing. They’re all excited about it. They see what we can bring to their personal brand because we have a platform that no one else has golf brand. We offer something different, so that’s another part of the piece.”
As for Dahmen, he appears as the headliner with the announcement given his recent fame with “Full Swing.”
Dahmen is someone who appears as the opposite of famous golfers like Jordan Spieth, Rory McIlroy or Justin Thomas, guys who live and breathe golf at a very technical and highly competitive level at all times. His nonchalant manner, while he certainly wants to win every event he enters, has made fans quickly latch onto him.
With the Tour Championship hosting this year’s first “Creator Classic” and Good Good golfers participating, Dahmen was one of the PGA Tour players to be part of the broadcast team during the event. Once he finished his duties there, he met up with Kendrick.
“After the event was over, and we were in the hotel lobby, we sat there and just chatted about his career,” Kendrick said. “He was very interested in what we were doing on the good side. Well. I think he saw the value that he got out of ‘Full Swing,’ and having the ability to leverage that with us was very interesting to him. So that’s where the conversation started, it was actually on the channel in the early days. In 2021, we had Joel and he won the following week.
“He’s the perfect fit for us because he gets it. He understands what that means, and his personality can shine through content like ours. On the PGA Tour, it’s all about golf. You don’t see the interactions and the personalities. on the show ‘Full Swing’ has shown a little bit of that. It will be interesting to see how all these guys show up and interact with our team.”
So is Block, the head golf professional at Arroyo Trabuco Golf Club, who was texting Michael Jordan and others after finishing T-15 at the 2023 PGA Championship, where he made a hole-in-one with McIlroy as a par on the final day.
Block has been involved in many things since then, including joining the Good Good team last year.
“He was with us last year and it’s been great because he’s interested in the content,” Kendrick said. “He’s been to a bunch of events we’ve put on, and Blockie is always the best.”
Pak and Hossler have also been in the channel, and as Kendrick mentioned, understanding what the Good Good brand can do for their own personal brands on Tour goes a long way.
“I think what you’re seeing from all professional sports as well, it’s not just golf, you’re seeing all these athletes now care about their personal brand,” he said.
“(Heisman Trophy winner) Travis Hunter is a great example. All of these people are starting to build their brands at a young age, and everyone’s starting out differently than they’ve ever been. They actually care a lot, so that’s where we fit right in. Everyone’s trying to be a content creator, everyone’s trying to build a brand online, and luckily we’ve established ourselves as a great platform in the golf space. incorporating all these professionals is one big win for us and big win for them because now everyone cares about their own personal brand in a different way than they did before.”
Finally, these products that will appear on these players on Tour are not cheap materials with the Good Good logo nailed on them. Kendrick’s background is in product development and has led high performing teams since day one with their creation.
From left to right, Joel Dahmen, John Pak, Beau Hossler and Michael Block pose while wearing Good Good Golf products. (Tavits Photography / Fox News)
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“I think people don’t realize the team we have behind the product,” he said. “We have a very strong development team, so everything is designed and developed in-house. We have designers and product managers from Louis Vuitton, Fossil, JCPenney – some of the biggest names in the apparel space are working on our team .This isn’t just slapping our logo on some product from Asia or anything like that.This is us developing from the ground up and it’s been that way since day one.
“I don’t think that’s something that the public realizes. They just think that someone else is developing it for us, but that’s not the case.”
Good Good’s evolution from YouTube sensation to performance-driven powerhouse brand in the gold space has ticked a huge box with these ground-breaking collaborations.
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