Oklahoma-based Grooveit aligns with Good Good Golf in effort to clean every groove
By Ken MacLeod
The PGA Merchandise Show began Wednesday in Orlando and one already successful Oklahoma golf retailer announced it is joining forces with another successful brand with strong Oklahoma ties.
Grooveit, which makes a variety of golf club cleaning brushes and is owned by former U.S. Army medical helicopter pilot Clint Sanderson of Newalla, will be joining forces with Good Good Golf, the wildly popular YouTube golf sensation which features former University of Oklahoma Sooner Brad Dalke, who grew up in Hobart.
“This is our opportunity to really align ourselves and score with the 21 to 35 age-group,” Sanderson said.
“We’re completely obsessed at Grooveit with practical utility and keeping gear running at peak performance,” said Sanderson, President and CEO of Grooveit. “Partnering with Good Good gives us the perfect stage to highlight that in today’s biggest golf media spotlight. And we’re not stopping at sponsorship—we’re partnering to build the top-tier golf accessories on the market.”
Sanderson expects the deal to be a home run for his company, which was already the No. 1 groove cleaning brush with sales of 190,000 units in 2025, mostly through its website and Amazon and major retailers such as Dick’s, Golf Galaxy, WalMart and PGA Tour Superstore.
Under the agreement, Grooveit becomes the official club cleaning brush of Good Good Golf through 2028.
Sanderson, 69 and a lifelong golf enthusiast with 30 years of flying emergency medical flights including in Iraq as well as commercial flights for such entities as News Nine in Oklahoma City, invented the brush after knee injuries forced his retirement from flying in 2012. After experimentation with the manufacturing process, he took it to the PGA Merchandise Show in 2019 and began selling it online in 2020. He moved 101 units for the full year.
Fortunately, Sanderson was contacted by a marketing specialist and firefighter based in Toronto named Nick Laffin, who was intrigued by the brush and its potential. Laffin is now a co-owner and has been largely responsible for the successful marketing tactics leading to the massive increase in sales.
That included giving units to PGA Tour pros and having it be noticed at prominent places, such as in this Golf Digest article from the 2023 Masters.
https://www.golfdigest.com/story/the-secret-weapon-that-players-are-obsessed-with-at-the-masters
Good Good Golf has over two million subscribers to its You Tube channel and claims over four million followers overall including its social media channels. It’s a huge opportunity for exposure among the younger golfers who have made folk heroes out of You Tube golfers.
Sanderson, who grew up playing on OKC public courses and is now a member at Belmar Golf Club in Norman, said all of the Good Good team will have the Mini G (a smaller version of the original brush) on their bags going forward.