American golf media company, Good Good has removed its chief executive officer, Matt Kendrick, and president, Joe Flannery, following intense criticism of an advertisement showing a woman being pushed to the ground.

The company confirmed the executive changes after the advert, produced in collaboration with golf equipment manufacturer Callaway, triggered accusations that it trivialised violence against women.

Good Good’s vice-president of brand and marketing, Jeffrey Lefkovits, was also dismissed earlier in the week.

The controversial advert featured Good Good co-founder Garrett Clark approaching professional golfer and company content creator Alexis Miestowski before pushing her to the ground as she reached for a golf club. Clark then told her not to touch his new driver.

The video was met with widespread condemnation online, prompting both Good Good and Callaway to take it down and apologise.

Callaway subsequently terminated its partnership with the golf media company and announced plans to donate $1 million to organisations focused on preventing violence against women and supporting survivors.

In the wake of the controversy, Good Good has also withdrawn from its sponsorship of a PGA Tour event scheduled to take place in Austin, Texas, in November. Some retailers have reportedly stopped stocking the company’s products.

Nahid Giga, a board member and investor in Good Good, has since been named interim CEO.

Alex Puchala, the company’s head of finance and operations, described the leadership changes as a difficult moment for the organisation but said it remained encouraged by continued support from its audience.

Good Good, which has about 2.1 million YouTube subscribers, began its channel in 2020 and has since developed into a major golf content brand, producing golf challenges featuring male and female players, television programmes, advertisements and merchandise.