Creator-driven brand Good Good Golf is launching a Discord-based community program, with plans to introduce real-life leagues and national tournaments after raising $45 million earlier this year.
The Good Good Golf Club will offer monthly interaction with the company’s YouTube faces as well as fantasy challenges and video-game events at launch. Good Good intends to build a digital clubhouse for its followers and play a more active role in their golfing lives. The Discord-based community will be free to join, though in-person events could come with entry fees. Good Good Golf Club was created with support from the Golf Gaming Club.
“We just want to be more than just you watch us on screen,” Good Good Golf founder and CEO Matt Kendrick said in an interview. “It’s not a money play for us necessarily. You just think that building a better community is always going to help the brand in general.”
Good Good Golf was founded in 2020 to create digital golf content and build out a business from there; in 2021, Good Good introduced its golf-focused apparel and accessories. It now has 1.9 million YouTube subscribers on its main channel and goals to compete with the sport’s biggest apparel labels. Individual creators in the group have more than three million YouTube subscribers combined. The brand has expanded beyond YouTube to sponsor PGA competitors, produce tournaments for Golf Channel and acquire a piece of the TGL’s Los Angeles Golf Club team.
Good Good is one of multiple modern brands—such as Dude Perfect, the Savannah Bananas and Overtime—building sports properties with various combinations of online content, in-person events and lifestyle merchandise, frequently tied to digital personalities and often with younger fans in mind. Roughly 75% of Good Good’s current revenue comes from apparel, according to The Hollywood Reporter.
Good Good’s capital raise—with the intention of expanding its content, retail, and live experience verticals—was led by Creator Sports Capital and included contribution from Peyton Manning’s Omaha Productions.
Beginning Thursday, Good Good is hosting a bracket-style competition of two-golfer teams on Golf Channel, its third live event this year. The company is considering expanding to organize regional events for its fans, as well as national tournaments that could double as scouting opportunities for future online stars.
Both the PGA Tour and LIV Golf have sought to woo creators—and their audiences—with events built around digital personalities. Pro golfers have also gravitated to online platforms, led by Bryson DeChambeau.
“I have a hypothesis that the entertainment side of golf probably is already bigger than the professional game of golf,” DeChambeau said last month. “I genuinely think there is a possibility in that.”
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