Rise of Good Good Golf
On a warm June afternoon at the Stonebriar Country Club driving range, members of Good Good Golf were approached by a young fan seeking autographs. Interestingly, he bypassed NFL quarterbacks Dak Prescott and Will Grier, focusing solely on the Good Good crew.
“It’s surreal to think that a group of guys like us can inspire others,” said Brad Dalke, a member of Good Good Golf.
From Casual to Successful
Since its inception five years ago, the Prosper-based Good Good brand has garnered over 1.8 million subscribers on YouTube. What began as a light-hearted golf video group has evolved into a thriving multimedia company, sponsoring PGA Tour athletes and offering an apparel line.
Good Good is part of a broader surge in golf-related social media content creators and influencers over the past five years, recently receiving $45 million in funding from notable investors, including former NFL star Peyton Manning.
Influencers Transforming Golf
With the emergence of numerous golf influencers, the sport has become more relatable and accessible. Manning remarked, “Their content is fun and creative, and I’m looking forward to improving my golf game with them.”
Influencers like World No. 1 Scottie Scheffler and Bryson DeChambeau, the latter boasting over 3 million Instagram followers, have shifted how golf is marketed, leading to a reported $14.2 billion economic impact in Texas golf this year.
The Pandemic’s Role
The pandemic spurred increased interest in golf, as it offered outdoor activities conducive to social distancing. Texas, with its more flexible COVID regulations, saw a boom, particularly among junior golfers who took up the sport during lockdowns.
Nationally, over a third of the U.S. population over five years old engaged with golf in some capacity last year, marking a 45% increase since 2016, with 3.3 million new players introduced in 2024.
Finding Success through Authenticity
Good Good deviated from the typical informative golf content, opting for an entertaining approach. Viral moments, such as a hole-in-one on a par 4 by member Matt Scharff, fueled their growing popularity, but it’s the group’s chemistry and relatable antics that keep audiences engaged.
“If you’re looking for top-tier golf, watch the PGA Tour. We aim to provide entertainment that feels inclusive,” said Matt Kendrick, the company’s founder.
Local Impact and Growth
The popularity of influencer-driven golf content has revitalized golf participation in Texas, with 241,000 new golfers in 2023 alone. This has encouraged family participation, fostering community around the sport.
“Golf should be a shared experience,” remarked Texas Golf Association’s Preston Gilmore, who noted that tee times now require advanced reservations due to increased demand.
Exploring New Business Opportunities
Northern Texas organizations are harnessing the power of influencers to attract younger demographics. The PGA of America, for instance, has teamed up with Barstool Sports to engage with the 18 to 28 age group more effectively.
Dallas-based Invited has initiated the Invited Creator Series, inviting influencers to promote their courses through authentic content creation, showing promising increases in engagement online and at events.
