Playing golf has long been thought of as a sport for older, affluent men where country club memberships and a stuffy dress code defined the experience. Today, the game looks very different with younger and more diverse players on the green. According to the National Golf Foundation, 18- to 34-year-olds now make up the largest group of on-course golfers. New ways to engage with golf, including simulators and entertainment venues, are accelerating this change. Social media platforms such as YouTube are also helping younger fans connect with the sport.
At the forefront of this shift in the golf industry is Good Good Golf, a next-generation sports and media brand redefining how golf is experienced and enjoyed.
Built on engaging digital content, premium branded golf accessories and apparel, and dynamic live events, Good Good Golf has cultivated a passionate global community. With more than 2 million YouTube subscribers and high-profile collaborations with NBC Sports and the GOLF Channel, the brand is transforming how fans experience golf. Through its content-to-commerce model, it seamlessly blends entertainment, competition, and lifestyle, making golf more accessible, exciting, and relevant to a new generation of players and enthusiasts.
It all began with two founders who combined a passion for sports with building community around digital content and the shared desire to create something on a scale that had never been done before.
Finding A Shared Vision on the Green
In 2020, Matt Kendrick connected with YouTuber Garrett Clark at a golf tournament. Kendrick had already built a successful YouTube fishing brand by uniting individual creators, and he believed there was an opportunity to apply the same model to golf. When talking with Clark, the two discovered a shared passion for creating a next-generation media company centered around the sport, and the idea for Good Good Golf was born.
"Good Good Golf has seen incredible momentum as we continue to redefine what it means to be a modern golf brand," said Matthew Kendrick, CEO of Good Good Golf. "This investment allows us to scale our media and commerce initiatives, bringing even more exciting content, products, and experiences to our rapidly expanding community. We’re harnessing the power of fandom to make golf more accessible, dynamic, and engaging for players and fans of all ages."
They launched the brand on YouTube with content fueled by Clark and a squad of fellow golf creators. Within the first year, they posted more than 125 videos that gave golf enthusiasts a glimpse into the Good Good squad’s lives and entertained them with various scrambles and challenges played on courses throughout the country. With a mix of humor, charisma, and authenticity, the brand grew a loyal community of fans.
On April 1, 2021, around six months after uploading their first video, Good Good Golf introduced its apparel line at GoodGoodGolf.com. Offering a full range of golf-inspired clothing that is functional and perfect for both the course or everyday life, the apparel and accessories line extends the brand experience beyond videos.
Lining Up the Shot
The core of Good Good Golf’s audience are passionate 18- to 45-year-olds across the globe who use YouTube not just for entertainment, but to help decide where to engage next. These sports fans want more than traditional cable broadcasts. They want free, authentic content and a place to feel part of a community centered around their sport.
As Good Good Golf’s audience grew, so did their range of videos. The brand began featuring celebrities such as NBA superstar Steph Curry, golf greats Rickie Fowler and Jack Nicklaus, and more. Throughout the years, Good Good Golf has homed in on formats and video lengths that appeal to their main audience and inspire them to live the brand’s lifestyle through merchandise. What began as tightly edited 10-minute challenge videos, has morphed into full thematic episodes. Today, you’ll find videos ranging from 45 minutes to over two hours posted on the YouTube channel.
This content-to-commerce model allows them to use their marketing—in this case YouTube content—as a profit center, instead of a cost center, while continuing to grow into other verticals. It also gives the company a clear view of its customer base, allowing it to serve them more strategically.
“The beauty of YouTube and how we’re marketing is we can see where every single viewer is around the globe,” said Alex Puchala, CFO/COO for Good Good Golf. “It makes it really easy to know exactly where your market is. So, we can continue to put our product in front of our customer base.”
To better reach their audience, the company partnered with third-party logistics (3PL) providers in the U.S. and U.K. to cut down shipping costs and deliver products faster. With Australian cities making up three of their top five cities for YouTube views, they’re now finalizing another 3PL partnership down under.
As Good Good Golf scaled into live events and across verticals and continents, its business organization grew too. What started as a small team of creators is now a 31-person operation, including videographers, producers, sales and marketing professionals, and apparel designers working together to build the brand and deepen community connections.
After nearly five years in business and significant growth, Good Good Golf needed an infusion of capital to sustain momentum and fuel its next phase of growth. This swing required deeper pockets.
Making the Turn
The non-traditional nature of Good Good Golf’s business model presented challenges during the capital raise. This is why the executive team at Good Good Golf intentionally looked for value-added partners who would not just provide financial solutions but also have a passion for the brand and be able to share contacts and open doors.
“In the YouTube world, it can be challenging for some people to fully understand what we are trying to build here, because it’s not a traditional way to market a brand or build a business,” said Puchala. “But when you start pulling the curtains back, you see that we have five verticals of revenue, with YouTube, sponsorships, live events, wholesale, and direct-to-consumer. So, while it’s always a challenge to raise money for a company that doesn’t do things the traditional way, our revenue streams show the business model.”
Despite this challenge, the Good Good Golf team found an impressive group of backers.
In March 2025, Good Good Golf announced a $45 million funding round led by Creator Sports Capital, a newly formed investment firm founded by Benjamin Grubbs and Brian Kabot. The round included significant participation from Manhattan West Private Equity, Sunflower Bank, and Peyton Manning’s Omaha Productions. More than 50 other global investors also joined the round, many of whom share a passion for golf.
Straight Down the Middle of the Fairway
As Good Good Golf assembled its roster of investors, it became clear that they needed a bank that could grow with them in this funding round and beyond. Their private equity partner, Manhattan West, made the introduction to Sunflower Bank’s Technology, Media and Telecom (TMT) group. The TMT group has expertise in supporting companies throughout their various lifecycles with a full suite of banking services, including growth capital, acquisition financing, working capital, and treasury management solutions. From capital to repurchasing shares to structuring a revolving credit line tied to receivables and inventory, the Good Good Golf team found Sunflower Bank the right fit to support their evolving needs.
But true partnerships are about more than simply services. They’re about relationships. The Good Good Golf team valued having a local, accessible, and responsive partner who would offer strategic guidance and connections, alongside capital. Sunflower Bank’s ability to deliver an immediate solution—and make it easy to continue to grow together—added to the relationship. It wasn’t just about funding where the company was; it was about backing where it was headed next. As the two groups talked, it became clear that Sunflower Bank was the best fit for Good Good Golf. A shot “straight down the fairway,” as Puchala put it.
“It’s phenomenal to be a financial partner supporting the dynamic growth strategy of Good Good Golf,” said Brian Cohen, Commercial Relationship Manager, TMT Group, Sunflower Bank. “The entire Good Good Golf team, along with their fellow creators, directors, producers, finance, and creative teams, have built a global brand that’s leading the golf and entertainment industry. At Sunflower Bank, we’re proud to provide the capital they need to keep creating and innovating in the digital space and beyond.”
Reading the Course Ahead
With financial backing in place, Good Good Golf is positioned to build on its momentum and expand its impact around the world. The recent investment isn’t just supporting current operations; it’s opening doors to bigger opportunities.
International growth is a key focus. With significant opportunities in the Asian market, the team is zeroing in on Japan and South Korea. They’re also establishing distribution partnerships in South Africa, Southeast Asia, and parts of Europe to bring their products directly to more fans.
In the U.S., the brand is scaling its live event footprint and growing its presence on platforms like NBC and the GOLF Channel. A dedicated sales team is helping them reach new clubs and pro shops, offering customized products and meeting fans on the courses they play every day. With the women’s golf market gaining momentum, Good Good Golf is also expanding its offerings to better serve that growing audience.
What started as a YouTube channel has become something far bigger: a lifestyle brand and a global community engaging fans at all levels. With fresh capital, the right partners, and a clear strategy, Good Good Golf is ready for what’s next—and they're already taking their next swing.
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