Senior Digital Commerce Product Manager

What Good Good's latest hire says about its apparel ambitions. ByMike Dojc, Contributor. Mike Dojc is a South Carolina-based journalist who covers golf. Jul 24, 2026, 07:00am EDT 0:00 / 3:31 Summary. Good Good, a golf brand born on YouTube, has evolved into a comprehensive business spanning media, apparel, and events, backed by nearly 4 million social followers and a recent $45 million investment. The company is now aggressively expanding its product development, notably by hiring former TaylorMade and Sun Day Red product designer Alex Criscuolo. This strategic move underscores Good Good's ambition to become a premier golf apparel brand, moving beyond creator merchandise. Criscuolo emphasizes leveraging the brand's unique parasocial relationships, where authentic creator connections drive consumer affinity, a departure from traditional pro endorsements. His influence on collections will be evident by 2027, aiming to convert audience engagement into significant enterprise value. Good Good has grown well beyond its roots as a YouTube first golf brand into a vertically integrated business spanning media, apparel, accessories and live events. Yet the engine powering that expansion remains one of golf's largest owned digital audiences, with nearly 4 million social media followers. Its reach extends even further through the sizable individual audiences of personalities like Garrett Clark and Matt Scharff. Even former Good Good members continue to strengthen the brand's orbit. The individual success of alumni such as Grant Horvat and Brad Dalke reinforces the original collective in much the same way the success of Saturday Night Live alumni continues to elevate the institution that launched them. That expanding media ecosystem has become the flywheel behind a broader business that last year attracted a $45 million growth investment led by Creator Sports Capital, with participation from Peyton Manning's Omaha Productions and Manhattan West Private Equity. If audience growth fueled Good Good's first chapter, product development appears to be central to its next. The company's latest move is hiring former TaylorMade and Sun Day Red product designer Alex Criscuolo, underscoring its ambitions to level up its apparel business. "His background at the highest levels of golf design shows we're serious about becoming a top brand in the sport, while still keeping the fun, creative spirit that defines Good Good," company CEO Matt Kendrick said. The product pipeline continues to expand as well. Later this year, Good Good plans another collaboration with High Noon, along with an exclusive hoodie program for Golf Galaxy. For Criscuolo, who made his in-office debut Monday, the attraction was helping shape the next phase of a company he believes has ambitions well beyond creator merchandise. MORE FOR YOU "We are being strategic about who we are bringing in," Criscuolo said. "We want to make a serious play at becoming one of the best apparel brands in the golf industry - not just in YouTube golf, but in all of golf." Good Good's product strategy diverges from the traditional golf apparel playbook, where brands purchase credibility by paying tour professionals to wear their apparel during competition. Instead, it builds affinity through what psychologists call parasocial relationships, where viewers develop a genuine connection with creators they've spent countless hours watching. Forbes Daily: Join over 1 million Forbes Daily subscribers and get its best stories, exclusive reporting and essential analysis of the day's news in your inbox every weekday. "It is different than the other companies and seeing guys play on TV on the PGA Tour," Criscuolo said. "What the Good Good community has allowed is bringing people together and staying true to their authentic selves. All the content creators are themselves - they're funny, they're witty - and I think our viewership really appreciates that and it connects them to our product." Given long development cycles in apparel, Criscuolo's influence on Good Good's collections won't be fully felt until 2027. Whether those products vault Good Good into golf's top tier of consumer brands may determine whether the company can accomplish one of the creator economy's most difficult feats - transforming audience attention into lasting enterprise value. Hasbro showed with Transformers that storytelling could elevate a product into an enduring intellectual property franchise. Good Good is wagering that a creator-first version of that playbook, one built on YouTube rather than Saturday morning television, can produce that same commercial flywheel. Read its community guidelines. FORBES' VIDEO WILL PLAY AFTER THIS AD FORBES' FEATURED Video Less than $2/week.

TaylorMade 'Hits a Homerun' with their latest themed release. TaylorMade released their new TaylorMade Baseball collection today featuring golf balls and accessories. Whether you're grabbing a hot dog at the turn or during the 7th inning stretch, TaylorMade helps you celebrate. Let's check out what items they have in the collection! Headcovers. The TaylorMade Baseball collection includes offerings for a driver, mallet, and alignment stick head cover. Golf balls. TaylorMade also has both the TP5 and TP5x PIX offerings available in the new baseball theme. Imagine a bucket of these out on the driving range! Really cool stuff from TaylorMade to celebrate the Great American Game! Make sure to snag some gear quickly as these TaylorMade drops have a tendency to sell out fairly quickly. Golf.com Editor Jake Morrow is our Content Manager for Gear & New Equipment. Born and raised in the Chicago suburbs playing tight, tree-lined fairways he got into the game of golf after a couple years in college and became obsessed with equipment. Before joining the GOLF team Jake worked in marketing for Club Champion Golf before starting Made for the Range as a content creator and producer in the golf industry. Jake's main goal in the game is to arm every golfer with the information they need to feel confident walking into a retail store and buying the best clubs for their game. He can be reached at [email protected].

TAG HEUER & TAYLORMADE unveil a CONNECTED WATCH DESIGNED FOR GOLF PLAYERS. TAG Heuer and leading golf equipment manufacturer TaylorMade Golf introduce the TAG Heuer Connected Calibre E5 45 mm x TaylorMade Edition. A timepiece built for modern golfers. The new Connected Calibre E5 45 mm x TaylorMade Edition is crafted with the realities of golf in mind, shaped by the demands of the sport and the expectations of today's players. TAG Heuer's connection to golf dates back to 2005, when the brand introduced a quartz watch designed specifically for the game - an early step in merging high-precision watchmaking with a sport defined by accuracy and consistency. That milestone marked golf as a natural arena for TAG Heuer's expertise in timing and performance. Since then, the brand has continued exploring how precision can enhance the golfer's experience. Golf may not be governed by a ticking clock, but it requires unwavering focus and exactness. Every swing produces an immediate outcome, yet the reasons behind success or failure can be subtle - rooted in technique, mindset, and experience. Over time, mental discipline sharpens execution. This balance between intuition and measurable performance has shaped TAG Heuer's philosophy in the sport. The launch of the TAG Heuer Connected Golf Edition in 2019 expanded this vision, introducing digital tools that allowed players to track rounds and analyze performance with new clarity. The latest TaylorMade Edition pushes this further, embedding deeper insights directly into the rhythm of the game. A partnership defined by innovation. TAG Heuer's collaboration with TaylorMade is built on shared histories of challenging conventions. Since its founding in 1979, TaylorMade has been a driving force in modern golf equipment, beginning with the introduction of the first metal wood - a breakthrough that reshaped the industry. Over the years, the brand has built a complete ecosystem of clubs, balls, apparel, and digital tools, trusted by many of the world's top golfers. This evolution parallels TAG Heuer's own journey. Both companies reached defining moments where innovation changed perceptions and cemented their reputations. TAG Heuer's advancements in chronographs elevated its status in precision timing, while TaylorMade's engineering breakthroughs redefined how golf could be played. Together, they form a natural alliance where measurement and performance go hand in hand. Designed with the course in mind. The Connected Calibre E5 x TaylorMade Edition is engineered to fit seamlessly into a round of golf while remaining refined enough for everyday wear. Its grade 2 titanium case, finished with brushed and sandblasted textures and presented without the usual black DLC coating, echoes the natural look of golf clubs. The bezel features engravings of all 18 holes, grounding the watch in the structure of the game. TaylorMade branding on the crown and subtle design cues inspired by club faces reinforce the connection. The color scheme draws from TaylorMade's visual identity, including tones found in its putters and the capsule collection created for the collaboration. The strap blends blue leather with black rubber, accented by a white center line and silver stitching - balancing sporty performance with refined aesthetics. A black sandblasted DLC titanium caseback engraved with the TaylorMade logo houses the heart-rate sensor, merging design with functionality. The watch also comes with an additional stretch textile strap in dedicated co-branded packaging. Turning every shot into insight. Golf is a game of fine margins - slight misreads, small miscalculations, or decisions made too quickly. The Connected Calibre E5 x TaylorMade Edition captures every shot automatically and converts the data into strokes gained analysis, revealing where players excel, where they fall behind, and which aspects of their game need attention. Powered by TAG Heuer OS, the watch uses advanced algorithms to detect shots and positions throughout the round without requiring any manual input, allowing golfers to stay fully immersed in play. TaylorMade's performance analytics then process the data to generate strokes-gained metrics, comparing each round to a defined benchmark and tracking progress over time. The watch also includes golf-specific complications that display key stats at a glance - such as longest drive, upcoming round, best score, last score, total rounds played in the year, and total birdies. Two exclusive watch faces extend the collaboration's visual identity: Momentum, inspired by the fluid motion of a golf swing, with a hand movement that traces the TaylorMade logo, and Topography, featuring course-inspired contours and design elements drawn from TaylorMade's Spider putter. Beyond the fairway. At its core, the watch runs on the Connected Calibre E5 platform, featuring an AMOLED touchscreen with sapphire glass and an always-on display. Battery life varies by mode - up to two days in performance mode, three days in low-power mode, and up to 17 hours in sport mode, including 12 hours dedicated to golf. Fast charging delivers a full day of use in just 30 minutes. Connectivity includes compatibility with iOS 18+ and Android 13+, supported by Made for iPhone certification. A new speaker enables calls, voice assistance, and audio features. The sensor suite supports sleep tracking and health metrics such as SpO2, heart-rate variability, breathing rate, and sleep phases. Dual-band GPS ensures fast and accurate positioning on the course. The Spider ZT x TAG Heuer putter. The Spider ZT x TAG Heuer putter blends TaylorMade's renowned Spider performance with TAG Heuer's sleek design language. Co-branded details - from the TAG Heuer sightline to topographic patterns inspired by the watch - tell the story of the collaboration right on the green. It comes with a premium headcover, a dual-logo ball marker, and carefully designed packaging. The collection also includes a co-branded duffle bag, hats, and golf gloves. A unified vision of precision. Together, these pieces embody a shared commitment to performance, craftsmanship, and innovation. From the watch on the wrist to the putter in hand, every element enhances how golfers experience and understand their game. Each round leaves behind data, patterns, and insights - transforming instinct into knowledge. With the TAG Heuer Connected Calibre E5 x TaylorMade Edition, every stroke becomes part of a clearer, more refined picture of performance.