Mad Swans, a new golf resort in the South Downs, is reimagining the sport with a sustainable 12-hole course, camo-print buggies, and a democratic booking system. Six holes cost from £11.25 per person, booked online like cinema tickets. The resort, brainchild of Joel Cadbury and Ollie Vigors, also offers padel, pickleball, tech-enabled darts, shuffleboard, and a clubhouse with pizzas (£12) and a DIY ice-cream station.
Golf’s New Generation
According to England Golf, more than 5.5 million people in the UK now play some form of golf, with a significant increase in under-35s since 2020. TV shows like Stick starring Owen Wilson, Premier League footballers’ hobby, and influencers like Rick Shiels and Gabby Golf Girl have shifted perceptions. Mad Swans caters to millennials and Gen Z with flexibility, affordability, and spontaneity, ditching exorbitant fees, dated dress codes, and pointless rules.
Course and Design
The 12-hole course, designed by leading architects Mackenzie and Ebert (St Andrews, Royal Country Down, Turnberry, Royal Dornoch, Goodwood), combines challenging holes with heritage features for a quicker, more flexible game. Shorter holes require skill over strength, with trees and water to navigate. Robotic lawnmowers maintain fairways, and greens are velvet-smooth. Ice boxes on each buggy allow cool drinks while playing. As novices, our golf wasn’t pretty, but there’s no one judging; Rob Brydon had played the day before us.
Driving Range and Mini Putt
The Swing Barn driving range features sofas in each bay, bar service, and Toptracer games tracking progress. Unlimited balls cost £15 per hour per bay. Golf pro Paul helped master technique. The mini putt patch, with mini beer shelves on each hole, is a pre-dinner apero activity.
Dining and Accommodation
The Potting Shed restaurant, overseen by chef Ollie Dabbous, offers seasonal, garden-y menus. Highlights include Eat the Rainbow main and lemon meringue pie; steak-frites costs £21. Eco cabins, nestled behind the putt patch, feature a glass fourth wall at the bed’s foot for nature views and a drop-down cinema screen. Doubles start from £171 per night. Compared to traditional golf clubs, it’s cheaper to play and stay at Mad Swans.
Dress Code and Vibe
The resort’s dress code: ‘Whoever you are, come as you are.’ Baggy tees, jorts, and bucket hats are welcome. The Hangout bar serves pizzas and has tech-enabled darts and shuffleboard. True luxury is a modern golf and sport escape that makes you feel comfortable and relaxed, rather than intimidated or excluded.
