American golf brand Good Good has sacked two senior executives following backlash over an advert which showed a woman being pushed to the ground after reaching for a club.
The company, whose YouTube channel has 2.1m subscribers, said it had parted ways with chief executive Matt Kendrick and president Joe Flannery following the release of the advert created for golf club manufacturer Callaway.
Good Good vice-president of brand and marketing Jeffrey Lefkovits was sacked earlier this week.
Head of finance and operations at Good Good, Alex Puchala, said the dismissals on Wednesday were a “difficult day for the entire Good Good family”.
Nahid Giga, a board member and investor in Good Good, has been installed as interim CEO.
The video drew widespread criticism and was accused of making light of violence against women.
Last month Good Good and Callaway removed the advert and issued apologies.
Callaway ended its partnership with Good Good and said it was donating $1m (£736,000) to organisations working to prevent violence against women and support victims.
Good Good, whom Callaway has worked with since 2023, has stepped away from its sponsorship of a PGA Tour event in Austin, Texas, in November.
Good Good products have also been pulled from the shelves of several retailers.
The advert showed Good Good co-founder Garrett Clark rushing over to Alexis Miestowski – a professional golfer and regular content creator for Good Good – and pushing her to the ground before shouting: “Do not touch my new driver.”
The brand, which has become one of the largest content creators in golf, launched its YouTube channel 2020. Regular clips include men and women competing in various golf challenges.
Good Good also creates made-for-TV shows as well as adverts for golf clothing and other merchandise.
Puchala said Good Good was “concouraged by the continued support” of its fans and said it is “focused on moving forward and building the next chapter of the company”.