On a blustery March day in 2021, I stood on the 16th tee box at a course just outside Chicago. It was a short par 4 with a risky carry, and I pulled driver. I crushed it, then watched the ball quickly disappear into low-hanging clouds.

I looked to our co-founder Taylor for reassurance.

“Is it safe?”

“Oh no, Jonny,” he replied.

“It isn’t safe. But it is good.”

I had recently read The Chronicles of Narnia to my kids, so I caught the reference immediately. In that moment, GOOD > SAFE became more than a phrase. It became the reason to start Good Lion. It shapes every piece we create, how we run our business and how we try to live. It reminds us that life’s most meaningful moments are rarely found inside our comfort zones. They tend to live just beyond the edge of certainty.

The world doesn’t need another golf brand. But we all need reminders of who we want to be when the safe choice and the good choice aren’t the same. We built Good Lion to make that reminder physical. It’s bigger than golf.

Forever GOOD > SAFE.