Two senior executives from Good Good Golf have both left their roles, following backlash over a golf advert which showed a woman being pushed to the ground.
Good Good Golf CEO Matt Kendrick and president Joe Flannery have both left the company as fallout continues around the video, which was published last month to advertise a new Callaway driver but before being subsequently deleted.
The popular content creators drew widespread criticism that the video portrayed violence against women, with Good Good Golf apologising in a social media statement and Callaway Golf admitting 'mistakes were made' over their handling of the incident.
An internal memo from their head of finance and operations Alex Puchala, , confirmed that Nahid Giga - a board member and investor in Good Good - has been installed as interim CEO.
"This is a difficult day for the entire Good Good family," Puchala said in the statement. "Matt [Kendrick] helped build something extraordinary that exceeded all expectations and continues to bring countless new fans to the sport. What began as a small group of friends playing golf is now a growing global community.
"To ensure stability through this transition, Nahid Giga, Good Good co-founder and one of our first investors, will step in as interim CEO, effective immediately.
"Garrett [Clark] and the creator team will keep doing what they do best, making great content and engaging our fans who are eager to see and hear from us. I will remain COO and CF and will continue to oversee day-to-day operations.
"We're encouraged by the continued support of the Good Good community, and we remain focused on moving forward and building the next chapter of the company."
Good Good was launched as a YouTube channel in 2020 and now is among the largest content creators in the sport, featuring eight men and four women competing in golf and various challenges. It has made-for-TV shows, apparel and other merchandise.
The company had said the controversial advert was meant to parody the horror movie "Obsession", but the criticism was relentless and video was deleted on the same day it was posted on August 20.
"We were disappointed with what we saw," PGA Tour CEO Brian Rolapp said last week of the response from Good Good. "The PGA Tour believes in golf's ability to bring people together and create a welcoming environment for all."
Garrett Clark, a Good Good founder and the man who shoves the woman in the video, posted an eight-minute video in which he called the commercial in question "the worst ad known to man" and "not what we stand for."
Good Good were due to title sponsor a new PGA Tour event in Austin in November but have now pulled out of doing so, while Callaway have since ended their relationship with Good Good. Retailers including Golf Galaxy and its parent company, Dick's Sporting Goods, removed the company's merchandise from their shelves.
