15 Empire (And Why Traditional Golf Is Suffering) Let’s cut to the chase: Good Golf isn’t your grandparents’ golf brand. It started as six guys doing stunts in their backyard and has grown into a $15 million empire in its early stages. It’s a busy country club; the winning formula this team has created includes a viral YouTube disaster, merchandise that sells faster than Masters tickets, and a CEO who almost gave up trying to secure sales. Here’s the untold story of their rise, their profits, and the pitfalls that somehow remain hidden.

From Garage Videos to Golf’s Hottest Brand

In 2020, Matt Kendrick—a 45-year-old entrepreneur with an eye for trends—teamed up with five golf-obsessed friends to launch Good Good Golf on YouTube. Five years later, it’s a proven trend: 1.4 million subscribers, 10-15 million monthly views, and a marketing empire generating $20-22 million annually. But here’s the kicker: YouTube ads now make up less than 30% of his revenue. The real money? It’s in the columns, hats, and vibes he’s turned into a lifestyle.

Matt’s net worth? A total of $50 million, thanks to smart moves like partnering with Callaway in the tech-powered TGL League and buying a golf club in Los Angeles. It’s not bad for a guy who once discussed giving up YouTube for an insurance career.

Crashing a $15 Million Empire

Let’s tell you how they are making money:

Merchandise:

Secret Cash Cow Good Good isn’t just clothing; it’s a cult. Seventy-five hoodies and 50 hats are sold from virtual shelves, generating 50-60% of total revenue. Fans aren’t buying fabric. They’re buying a community. As member Luke Kwon said, “We sell vibes, not videos.” It’s worked: Even when co-founder Micah Morris left in 2022 (a reference to fan meltdowns), merchandise sales are still growing 12%.

YouTube: Launchpad

Their channel’s ad revenue reaches ~$900k/year, but collaborations are the golden ticket. When PGA star Rickie Fowler guest-starred in a video, views increased by 300%. Now, they’re doubling down with NBC Sports, airing events like the Good Good Golf Now Desert Knockout on Golf Channel. Translation: TV money + YouTube clout = unstoppable growth.

TGL and NBC: Betting on the Future

In 2025, Good Good bought a stake in Los Angeles Golf Club (LAGC), part of the tech-driven TGL League founded by Tiger Woods. Why? To capitalize on simulation-based college golf and avoid YouTube’s fickle algorithms. As CEO Matt Kendrick put it, “TGL is where golf meets Fortnite—that’s why we’re here.”

Sponsorships: Callaway Cash

Callaway doesn’t just give them clubs—it co-designs limited-edition gear. Think: a $300 golf club with the Good Good logo, marketed to a Gen Z fan base. 1 It’s a win-win situation: Callaway gets street cred, and Good Good gets a cut of every sale.

The Risks: Sand Traps Ahead

Even empires stumble. Here’s what keeps the good guys up at night:

Algorithmic Challenges: YouTube’s ad revenue has fallen 15% in the past year. If the platform changes the rules (like Facebook’s shift in 2016), its revenue could fall dramatically.

Reliance on members: Losing another key member (like Gerret Clark, who drives 20% of Instagram’s commercial traffic) could fragment the brand.

Traditional competitors Titleist and TaylorMade are eyeing their commercial dominance. Price wars could erode margins.

2025 Forecast: Bigger, Bolder, Riskier

Creators take a 20% hit this year, leading to:

• A massive deal with NBC: More TV shows mean more mainstream exposure, and sponsors are also looking to upgrade.
• A premium gear line: Rumors are swirling that custom golf clubs will drop in price by $500 in the third quarter. Golf experts may scoff, but will their fans draw the line?
• TGL integration: Expect Smail’s quality blend of YouTube tricks and pro-level

Why are hardcore traditionalists worried? 

The Good Guys’ success isn’t just about money; it’s a cultural shift. They’ve made golf a hit with TikTok teens and merch-obsessed millennials. As NBC’s Neil Hopman acknowledged, “They’re connecting golf to pop culture like no one else.” But with great power comes backlash. Traditionalists bemoan their “laughable” challenges while insiders whisper, “They’re the future—whether you like it or not.”

Good Good Golf’s $15 million net worth isn’t just a number; it’s a blueprint. By combining YouTube activity with product magic and strategic bets like TGL, they’ve rewritten the golf rulebook. But as they prepare for 2025, the real question isn’t, “Can they grow?” “Can they stay true to themselves while playing in the big leagues?” One thing’s for sure: The golf world is watching.