Good Good Golf has seen immense success in the YouTube creator economy, with a rapidly growing following and significant financial gains. The group’s success can be attributed to their CEO, Matt Kendrick, who previously worked with a fishing channel named the Googan Squad before venturing into golf content creation. Good Good is primarily driven by a team of around 20 individuals, including producer/editors and on-camera talent.
The group’s business strategy is structured around three pillars: content, merchandise, and partnerships. While content creation is essential to the brand’s success, the focus on merchandise as the primary revenue stream sets Good Good apart from traditional digital media models. By honing in on apparel sales, Good Good has been able to navigate the unpredictable nature of advertiser dollars in the digital media landscape.
Good Good’s creators enjoy a significant level of creative freedom within the organization. While the brand serves as a unifying force for its creator voices, each individual maintains control over their personal social media and YouTube channels. Creator contracts typically only stipulate exclusive apparel rights, allowing creators to maintain autonomy over their content and engagement with their audience.
The growth and success of Good Good in the golf content space have implications for the broader media industry. Understanding and leveraging platforms like YouTube can lead to significant financial gains and opportunities for growth. Additionally, diversifying revenue streams beyond traditional advertising can provide stability and long-term sustainability for media brands.
As Good Good continues to expand its influence and reach within the golf community, other media entities should take note of their success and adapt their strategies accordingly. By paying attention to the lessons learned from Good Good’s journey, larger brands can position themselves for success in an ever-evolving digital media landscape. The group’s focus on building a strong brand identity and cultivating brand loyalty serves as a valuable example for other content creators and media organizations.
