For those who truly appreciate the game of golf, the Good Good Desert Open stands out as a unique event worth attending.
Erika Tulfo| Special for The Republic
The scene at the grass parking area felt more like a lively tailgate gathering than a formal golf tournament; it resembled a casual barbecue atmosphere rather than the glamorous, celebrity-filled experience that one might expect from an event just 20 miles away from the TPC Scottsdale that morning.
Golf enthusiasts described the Good Good Desert Open as a refreshing departure from the typical party vibe associated with the WM Phoenix Open Annexus Pro-Am. They noted that this influencer-driven event signifies a growing interest in authenticity and relatability within the sport, without sacrificing its core values.
"This event attracts a more genuine group of golf fans instead of a high-society crowd focused on luxury," remarked Adam Bonner, a 49-year-old resident of Queen Valley who also attended the Pro-Am. "What makes the Good Good players so captivating is their approachability and down-to-earth nature. It’s like spending time at a bar with friends who are excitedly discussing their latest rounds of golf."
On Wednesday evening, a significant number of attendees from the WM Open made their way to Grass Clippings Rolling Hills for a gathering organized by Good Good, a YouTube channel that has successfully transitioned into a golf media and apparel brand. The event featured their usual lineup of young, charismatic golfers competing in teams of three on a par-3 course, with handicaps ranging between plus-3 and plus-8, as noted on handicap-tracker.com.
This event marks the third consecutive year that Good Good has hosted a competition during the same week as the WM Phoenix Open. This year, it takes on added significance following their announcement last October about sponsoring their first-ever PGA Tour event. The upcoming Good Good Championship, which is set to debut this November in Austin, Texas, represents a pivotal moment in the group's efforts to carve out a place in the professional golfing realm.
Good Good began its journey in 2020 as a collective of skilled amateur golfers in their twenties, creating entertaining content through various golf-related challenges and vlogs. Fast forward six years and over two million subscribers later, the brand has expanded beyond social media to include a sportswear line and live events where fans can engage with their favorite creators in person.
Jacob Eisenhour, an 18-year-old from Prescott Valley who has been playing golf since he was five, is a loyal viewer of Good Good. He shared that he appreciates the opportunity to watch thrilling matches while getting to know the personalities behind the players—something he feels is often missing in professional golf tournaments.
"When I was ten, I just wanted to watch golf, but professional tournaments didn’t seem very appealing to me," he explained. "With Good Good, you get to see the golfers as real people rather than just wealthy figures who keep their personal lives hidden."
This year’s WM Phoenix Open features a remarkable lineup of 123 talented athletes, many of whom hold multiple PGA titles. However, some long-time followers of the PGA are beginning to find that watching these elite competitors has become less exhilarating over time.
"At the Open, you’re witnessing the absolute best in the sport, but they’re so skilled that they seem out of reach," commented Dana Hagen, a former high school golf coach from Washington State.
Hagen, now 60, has followed the PGA Tour for many years but finds himself increasingly drawn to YouTube golf for its informal and low-pressure environment.
"At Good Good, you actually see mistakes happen. It’s refreshing to witness some bad shots," he stated.
This philosophy aligns perfectly with Good Good’s mission to break down the stereotype of golf as an exclusive sport reserved for a select few. Players openly acknowledge their missteps and share their frustrations, which fans say helps them connect on a more personal level.
"People tune in and feel like they truly know us because we engage directly with the camera," said Good Good player Sean Walsh. "In contrast, PGA Tour players often don’t interact with viewers in that way. There’s a relatable quality here that many fans find appealing, as they feel they know more about me than they do about Scottie Scheffler or Xander Schauffele."
Walsh believes that YouTube golf will continue to play an essential role in expanding the sport's audience by attracting younger viewers. According to data from the National Golf Foundation, individuals aged 18-34 represent the largest segment of golf consumers, with over 6.3 million actively playing on-course. This demographic aligns closely with Good Good’s fan base.
Notably, several prominent golfers such as Bryson DeChambeau and Tommy Fleetwood are also looking to capitalize on the YouTube golf trend by launching their own channels.
However, as Good Good continues to expand, it faces the challenge of appealing to traditional golf enthusiasts without losing the charm that initially attracted its original audience.
In January, the brand unveiled a new marketing campaign titled "There’s More to Golf," emphasizing its commitment to inclusivity and positioning itself as a legitimate contender in the mainstream golfing landscape.
Good Good CEO Matt Kendrick stated that the campaign aims to "bring a new dimension to the brand beyond merely being known for YouTube content, with the goal of legitimizing the brand to traditional retailers and audiences who may have previously been skeptical."
Despite the rapid growth of the brand, fans express a desire to continue supporting Good Good as long as its players inspire younger generations to engage with the sport.
Katie Paulson, a golf instructor based in Gold Canyon, noted a noticeable increase in new golfers during the COVID pandemic, coinciding with the rise of Good Good.
"The way these players showcase their skills and practice motivates newcomers," she observed. "It’s crucial for the youth to embrace and grow the game; that’s the only way to ensure its survival in the future."
Erika Tulfo is currently pursuing her graduate studies at Northwestern’s Medill School of Journalism.
