The Backstory

Standing on the 16th tee box on a rather punishing March day outside of Chicago, I decided to take out my driver on a short par-4 requiring a precarious carry. 


Upon contact, I knew it had been struck well, but I lost the ball in low-hanging, dense clouds. I glanced over at Taylor and looked for reassurance asking: “Is it safe?” to which he promptly replied: “Oh no Jonny. It isn’t safe. But it is good.”


Who would’ve thought this reaction would launch a golf brand? A nod to Narnia and a philosophy of life with subtle, if not overt, applications to golf: a game that is predicated on not playing it safe, while embodying a culture that leans a bit too heavily into the safe zone.


I couldn’t stop thinking about the concept of something being good, but not safe. From that day in March until now, our mantra: GOOD > SAFE informs every piece Good Lion creates, how we conduct our business and most importantly, it provides a framework for maintaining hope and courage in daily life as we all encounter disappointment and hardship.


Good Lion is rooted in a deep love and appreciation of the game, as well as a displeasure at the omnipresent bland, recycled and stagnant “golf-style”. We are an original and fresh offering in a sport that has been around for centuries yet is only recently adapting to a position of greater inclusivity. We’re seeking to honor traditional elements but with an updated approach.

No denim allowed?
Not anymore.

Jumpsuits for caddies only?
Not anymore.

Gentlemen Only Ladies Forbidden?
Not anymore. 

We hope you connect with our goal of being inclusive in reach and subversive in approach; of not just golfing well, but living well too.

Forever forward.
Forever GOOD > SAFE.