One reason a generation of golf fans loved Good Good Golf was its relatable and entertaining approach to the sport. This week, however, that casual approach has sparked backlash. Reason? First, it was their controversial ad, and now it is over how Good Good addressed the fallout. The channel promoted a new driver with the marketing video showing a man shoving a woman to the ground to ‘protect’ his golf equipment. Naturally, it sparked a bigger question, forcing Good Good to pull down the video within 24 hours. Now, as they issue an apology, fans aren’t buying it, arguing that the statement dodges any real accountability for what the brand chose to release in the first place.

An apology posted to X on Saturday said, “We posted a video to our channel that ultimately depicted actions that are not aligned with our values as a brand. We have since taken that content down and sincerely apologize. Good Good has always stood for making the game of golf more inclusive to all, and we will continue to ensure that our mission moving forward.”

For context, the ad itself, titled The Driver, showed Good Good member Garrett Clark charging across a tee box and shoving fellow creator Alexis Miestowski to the ground after he reached for his new Callaway club. Clark then stood over her and warned, Do not touch my new driver. Fans immediately called out the clip for mimicking domestic violence and undercutting golf’s push towards inclusivity for women, a claim they make is their philosophy.

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Moreover, the ad serves as a sensitive point of marketing, especially for female golfers or female fans who already account for a very small percentage of the sport. Traditional tours like the LPGA and digital platforms have been promoting more and more female participation. However, such a description has led young fans to feel disappointed.

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After the backlash, both Good Good and Callaway deleted the video late Friday, hours before any explanation followed. Callaway later spoke to Golf.com, saying, “We are disappointed by the content that was posted, and we are appreciative of Good Good for addressing this.”

Despite the statements of apology, fans are now calling out Good Good for releasing a corporate statement rather than understanding the underlying issue behind the backlash.

Among many, golf content creator Nicole Rae wrote that the ad didn’t just make golf non-inclusive for women, but it also endorsed violence against them. “They so don’t get the point. They didn’t just create an ad that makes golf non-inclusive to women, but it also endorses violence against women in the scariest and most threatening way. This is horrible looks for them and for Callaway, wildly disappointing.”

Claire Rogers also spoke up about the issue, replying directly to Rae, as she said, “Shoving someone to ground, then berating them while they are on the ground in a piece of content mimics domestic violence. I’m not really sure how that’s up for debate.”

Other fans have also zeroed in on the production process itself, noting that the ad was planned and filmed. “You planned it, filmed it, probably from different angles, then edited it, color corrected it, then posted it. Disgusting.”

Rightfully so. It takes weeks of planning, creative directors, and production capacity to publish any piece of content. A brand later commenting that they didn’t realize it wasn’t aligned to their values. Surely sounds hypocritical.

Head of content at The Bunker, Michael McEwan, also jumped on X, saying, “On every conceivable level, the original video and this p**s-poor apology are awful, dreadful stuff, sickening, really.”

The poor choice of content has come at a critical time. Good Good is already on good terms with the PGA Tour and is set to serve as a title sponsor for a PGA Tour fall event this November. With the backlash over his apologies, suggest fans want a lot more than a brief statement before they move past this one.