England's newest golf resort, Mad Swans, is reimagining the sport with a 12-hole course, no membership fees, and prices starting at £11.25 for six holes. Located in the South Downs near the Surrey-Hampshire border, about an hour from London, the resort aims to attract millennials and Gen Z players who value flexibility, affordability, and spontaneity.
Golf's Cultural Shift
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 taking up the hobby, and influencers such as Rick Shiels and Gabby Golf Girl have helped change perceptions. Traditional clubs are scrambling to adapt, but Mad Swans offers a democratic booking scheme where tee times can be booked online like cinema tickets.
Course Design and Amenities
The 12-hole course was designed by leading architects Mackenzie and Ebert, known for work at St Andrews, Royal County Down, Turnberry, Royal Dornoch, and Goodwood. The layout combines challenging holes with heritage features, but is quicker and more flexible than traditional courses. Shorter holes require skill over strength, with trees and water hazards. Robotic lawnmowers maintain the fairways, and greens are described as velvet-smooth. Each buggy comes with an ice box for cool drinks.
Beyond golf, Mad Swans offers padel and pickleball courts, a tech-enabled darts and shuffleboard area, and a driving range called the Swing Barn with sofas in each bay and bar service. The driving range costs £15 per hour per bay, with unlimited balls and Toptracer technology to track progress. A mini putt patch with mini beer shelves on each hole is also available.
Dining and Accommodation
The Potting Shed restaurant serves seasonal, garden-inspired food overseen by chef Ollie Dabbous. Menu highlights include the Eat the Rainbow main and lemon meringue pie, with steak-frites at £21. The Hangout bar offers pizzas for £12 and a DIY ice-cream station. Eco cabins are nestled behind the putt patch, featuring a glass fourth wall at the foot of the bed and a drop-down cinema screen. Double eco cabins start from £171 per night.
Inclusive Atmosphere
Mad Swans was founded by Joel Cadbury and Ollie Vigors, who also launched the nearby Bel and Dragon and Beaverbrook. The resort's dress code states, 'Whoever you are, come as you are.' There are no exorbitant membership fees, dated dress codes, or insufferable rules. As one novice golfer noted, 'Our golf wasn’t pretty, but there’s no one watching or judging you out on the course, and it was tremendous fun.'
