
Other than the normal dog smell, which should not be unpleasant unles the people who are telling you this are totally non doggy and ove sensitive to any smell, then your dog should not smell unpleasant.
Dogs will obviously smell after they get wet and if it is very warm.
I would look at what he is eating, and check his ears also. Goldens get very hairy in the eats and all excess fur growing inside3 the ars should be plucked away or trimmed, to stop ear infections which are more likely in flop eared dogs.
What are his teeth like, does his breath smell nice or bad?