Get ready for a golf revolution!
For those who crave the authentic golf experience, the Good Good Desert Open is a must-see event. It's a refreshing take on the sport, offering a unique twist that has golf enthusiasts buzzing.
Imagine a grass parking lot, more reminiscent of a laid-back barbecue than a typical golf tournament. This is the setting for the Good Good Desert Open, an event that has captured the hearts of golf fans seeking something different.
"It's a true golf fan's paradise," shares Adam Bonner, a resident of Queen Valley. He contrasts this event with the glitz and glamour of the WM Phoenix Open, explaining, "The Good Good guys are relatable and down-to-earth. They're like the guys you'd hang out with at your local bar, chatting about their golf game."
On a Wednesday evening, a significant number of attendees from the WM Open made their way to Grass Clippings Rolling Hills for a special event hosted by Good Good, a YouTube channel-turned-golf media powerhouse. The event featured a par-3 course and a talented roster of young golfers with a massive online following.
This isn't the group's first rodeo; they've hosted similar competitions during the WM Phoenix Open for the past three years. But this year holds extra significance as Good Good announced in October that they're sponsoring their very first PGA Tour event - the Good Good Championship, set to debut in Austin, Texas, this November. It's a massive step towards establishing their presence in professional golf.
Good Good's journey began in 2020 with a group of talented amateur golfers in their twenties. They gained popularity through their golf-related challenges and vlogs, amassing over two million subscribers in just six years. The brand has since expanded beyond social media, launching a sportswear line and live events where fans can watch their favorite creators battle it out in person.
Jacob Eisenhour, an 18-year-old golf enthusiast from Prescott Valley, is a loyal Good Good viewer. He appreciates the platform's ability to showcase exciting matches while also revealing the personalities of the players, something he feels is lacking in traditional professional golf tournaments.
"I wanted to watch golf, but pro golf didn't grab my attention when I was 10," Jacob explains. "With Good Good, you get to know the players as people, not just figures making tons of money. You get a glimpse into their personal lives."
While the WM Phoenix Open boasts an impressive field of 123 gifted athletes, many with multiple PGA titles, some long-time PGA watchers, like Dana Hagen, a former high school golf coach, are seeking a different kind of experience.
"At the Open, they're the best of the best, but they're so good that you can't relate to them," Hagen says. He prefers the casual, low-stakes atmosphere of YouTube golf, where "you get to see some mistakes."
This aligns with Good Good's mission to challenge the perception of golf as an exclusive sport. Players embrace their bad shots and openly express their disappointments, making them more relatable to fans.
"People feel like they get to know us through the screen because we talk directly to the camera," says Good Good player Sean Walsh. "With the PGA Tour, they don't do that. There's a personal aspect to it; people know more about me than they do about Scottie Scheffler or Xander Schauffele."
Walsh believes that YouTube golf will continue to play a crucial role in growing the sport, especially among younger audiences. Data from the National Golf Foundation supports this, showing that young adults aged 18-34 make up the largest consumer segment in golf, with over 6.3 million playing on-course. This demographic aligns perfectly with Good Good's fan base.
Even some of golf's biggest names, like Bryson DeChambeau and Tommy Fleetwood, have recognized the potential of YouTube golf and started their own channels.
As Good Good continues to expand, they're walking a fine line between winning over traditional golf enthusiasts and maintaining the appeal that drew their original fans.
In January, they launched a new brand campaign, "There's More to Golf," reiterating their commitment to inclusivity and positioning themselves as a serious player in the mainstream golf space.
Matt Kendrick, Good Good's CEO, explained the campaign's goal: "[To] bring a new dimension to the brand beyond just 'YouTube content', in order to legitimize the brand to the traditional retailers and audiences who may have otherwise been skeptical."
Despite Good Good's exponential growth, fans remain loyal, planning to continue their support as long as the players inspire younger generations to pick up a club.
Katie Paulson, a golf instructor in Gold Canyon, has noticed a rise in new players during the COVID era, around the same time Good Good gained traction.
"Watching these players practice and play motivates the kids," she says. "They need to be the ones growing the game. That's the only way this sport will survive."
The Good Good Desert Open offers a unique twist on the traditional golf experience, and it's a testament to the power of inclusivity and relatability in sports.
So, are you ready to join the Good Good revolution?
Article by: Erika Tulfo, a graduate student at Northwestern's Medill School of Journalism.
