Get ready for a golf revolution! For those who crave the authentic golf experience, the Good Good Desert Open is a must-see event.
The Rise of 'Real' Golf
Erika Tulfo, a special contributor for The Republic, takes us on a journey to uncover the heart of golf fandom. Imagine a grass parking lot buzzing with a vibe more akin to a tailgate party than a typical golf tournament. This was the scene at the Good Good Desert Open, a refreshing departure from the glitz and glamour of celebrity-filled events like the WM Phoenix Open Annexus Pro-Am.
Golf enthusiasts, disillusioned by the party atmosphere at the Pro-Am, found solace in the Good Good Desert Open. It represents a desire for a more relatable golf experience, one that preserves the essence of the game without the highfalutin trappings.
A True Golf Fan Base
Adam Bonner, a 49-year-old resident of Queen Valley, puts it best: "This is more about true golf fans than a party crowd with rich people's stuff." He explains that the Good Good crew, a group of young, talented golfers, are relatable and down-to-earth. "It's like hanging out at a bar and chatting about your golf round with these guys," he adds.
On a Wednesday evening, a significant number of WM Open attendees migrated to Grass Clippings Rolling Hills for an event hosted by Good Good, a YouTube channel-turned-golf media and apparel company. The event featured a par-3 course and a diverse range of golfers with handicaps from plus-3 to plus-8.
A Milestone in Golf Media
This isn't the first time Good Good has hosted its competition during the WM Phoenix Open week. However, this year marks a significant milestone as the group announced in October that it will sponsor its first-ever PGA Tour event, the Good Good Championship, set to debut in Austin, Texas, this November. This event signifies Good Good's commitment to establishing its 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 a series of 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 creators compete in person.
Attracting the Next Generation
Jacob Eisenhour, an 18-year-old native of Prescott Valley and a lifelong golfer, is a loyal Good Good viewer. He appreciates the ability to watch exciting matches while getting to know the players' personalities, something he feels is lacking in professional golf tournaments. "I wanted to watch golf, but pro golf wasn't enticing when I was 10. With Good Good, you get to know them as people, not just figures who make a lot of money," he explains.
While the WM Phoenix Open boasts a field of 123 gifted athletes, many with multiple PGA titles, even longtime PGA watchers like Dana Hagen, a former high school golf coach, admit that the novelty has worn off. "They're the best of the best, so good that you can't relate to them," Hagen says.
Hagen, from Washington State, has been following the PGA Tour for years but is now favoring YouTube golf for its casual, low-stakes atmosphere. "At Good Good, you see bad shots. You want to see mistakes," he adds.
Dismantling the Exclusive Golf Image
Good Good's mission is to challenge the perception of golf as an exclusive sport. Players embrace their mistakes and openly express their disappointments, making them more relatable to fans. "People watch and feel like they get to know us through the screen because we talk to the camera," says Good Good player Sean Walsh. "With the PGA Tour, they don't. There's a personal aspect that makes people know more about me than they do about Scottie Scheffler or Xander Schauffele."
Walsh believes that YouTube golf will continue to grow the sport by attracting young people. Data from the National Golf Foundation supports this, showing that young adults aged 18-34 make up the largest consumer segment, with over 6.3 million playing on-course. This demographic aligns with Good Good's fan base.
The YouTube Golf Wave
Even some of golf's biggest names, like Bryson DeChambeau and Tommy Fleetwood, are jumping on the YouTube golf bandwagon by starting their own channels. However, as Good Good expands, it faces the challenge of appealing to professional golf purists without losing its original fans.
In January, Good Good unveiled a new brand campaign, "There's More to Golf," reiterating its commitment to inclusivity and positioning itself as a serious player in mainstream golf. CEO Matt Kendrick explains, "The goal is to bring a new dimension to the brand beyond just 'YouTube content' to legitimize it to traditional retailers and audiences who might have been skeptical."
The Future of Good Good
Despite Good Good's exponential growth, fans remain loyal as long as its players continue to inspire younger audiences to pick up a club. Katie Paulson, a golf instructor in Gold Canyon, noticed a rise in new players during COVID, around the same time Good Good gained traction. "Watching these players practice motivates the kids. They have to grow the game; it's the only way it will survive," she says.
Erika Tulfo, a graduate student at Northwestern's Medill School of Journalism, brings us this insightful look at the evolving world of golf media and its impact on the sport.
