You’ve seen the videos. The chaotic 12-man scrambles, the "pure" strikes, the "Good Good" logos plastered on everything from hats to $45 million investment pitch decks. But while Garrett Clark and the boys are the faces you see on screen, there is one name that basically pulls every single lever behind the scenes.
Matt Kendrick.
If you’re a die-hard fan, you might’ve seen him in a few older videos or heard him mentioned in a podcast. To the casual viewer, he’s a ghost. But honestly? Without Matt Kendrick, Good Good Golf probably wouldn’t exist—or at the very least, it would still just be a few guys hitting trick shots in a Kansas backyard instead of a global lifestyle empire.
Who Exactly Is Matt Kendrick?
Matt Kendrick isn't your typical "suit." He’s a Texas-based entrepreneur and a partner at Scoreboard Ventures. He specializes in something called "creator sports," which is just a fancy way of saying he finds people with huge internet audiences and builds actual companies around them.
Think about the Googan Squad. You know, those fishing guys who took over YouTube years ago? Kendrick was the guy who helped incubate that. He saw that creators were great at making content but usually pretty bad at the "boring" stuff—supply chains, manufacturing, and legal contracts.
In 2020, Kendrick met Garrett Clark at a golf tournament. They started talking. Kendrick saw the same "Googan" magic in the golf space. He didn't just want to manage Garrett; he wanted to build a brand that could rival the biggest names in the industry.
The Business of Being Good Good
It’s easy to think Good Good is just a YouTube channel. It's not. It is a content-to-commerce machine.
Most YouTubers rely on AdSense. That’s the money Google pays you for views. It’s fine, but it’s inconsistent. Kendrick’s strategy was different. He focused on three "pillars":
- Content: The fuel. The videos keep people watching.
- Merchandise: The engine. This is where the real money is.
- Partnerships: The nitrous. Collaborations with Callaway and the PGA Tour.
He’s been incredibly open about the fact that roughly 75% of the company's revenue comes from apparel and gear. That’s insane. It means they aren't just influencers; they are a clothing company that happens to have a massive marketing arm called YouTube.
Why People Get Him Wrong
There’s a segment of the "Good Good" Reddit community—which can get pretty toxic—that blames the "suits" for whenever a member like Grant Horvat or Micah Morris leaves. They see Matt Kendrick as the corporate guy who took the "soul" out of the channel.
That’s a bit of a stretch.
In a 2026 interview on the Good Good Podcast, Kendrick "told all," explaining that the structure he built actually gives the creators more freedom. By handling the logistics through Scoreboard Ventures, the guys on screen don't have to worry about whether the shipment of polos from the factory is late. They just play golf.
Of course, that comes with a trade-off. It’s a business. There are schedules, contracts, and expectations. When you bring in $45 million in funding from groups like Creator Sports Capital and Peyton Manning’s Omaha Productions, you aren’t just "the boys" anymore. You’re a corporation.
The 2026 Outlook: What’s Next?
We are currently seeing the biggest moves Kendrick has ever made. As of early 2026, Good Good is moving into:
- Title Sponsorships: They are literally sponsoring a PGA Tour event in Austin.
- Global Expansion: Subtitling content for Japan and Korea and hiring local creators there.
- The Grass League: Kendrick is personally involved in the Dallas Horsemen franchise, further blurring the lines between "YouTube golf" and professional competitive sports.
Actionable Insights for Fans and Creators
If you’re watching the trajectory of Matt Kendrick and Good Good, here are the real takeaways:
- Own Your Distribution: Kendrick’s biggest lesson is that you shouldn't rely on the algorithm. By building a massive email list and a direct-to-consumer shop, Good Good owns its audience.
- The "Squad" Model Works: It’s harder to fail when you have five or six personalities. If one person is having an off day, the others carry the video.
- Infrastructure Matters: If you want to scale, you need a "Matt Kendrick." You need someone who understands the boring parts of business so the "talent" can stay creative.
Good Good isn't just a channel anymore; it's a blueprint for how the next generation of sports brands will be built. Whether you love the corporate growth or miss the "old days," you can't deny that Kendrick's vision has permanently changed the game of golf.