More than 5.5 million people in the UK now play some form of golf (Picture: Mad Swans) Golf is having a moment. Thanks to TV shows such as Stick, starring Owen Wilson, Premier League footballers making it their go-to hobby, and YouTube and TikTok influencers like Rick Shiels and Gabby Golf Girl changing the perception of the sport, golf has reached a new generation of players. And these guys aren’t playing by the old stuffy rules. According to figures from England Golf, more than 5.5 million people in the UK now play some form of the sport, with a significant increase in under-35s playing since 2020. This cultural change has left clubs scrambling to adapt and appeal to a millennial and Gen Z market that is drawn to flexibility, affordability and spontaneity. Mad Swans has entered the chat to reimagine the golf resort for a new breed who are more likely to be seen wearing baggy tees, jorts and bucket hats than diamond-print V-necks and polo shirts with brogues. At this countryside retreat, gone are the exorbitant membership fees, the dated dress code and the insufferable (and quite frankly, pointless) rules. Under an hour from London, Mad Swans is doing something different (Picture: Mad Swans) Instead, there is a sustainable 12-hole course, camo-print golf buggies, and (what joy) a democratic and affordable booking scheme. You book a tee-time online the same way you book cinema tickets and for a comparable price – 6 holes from £11.25 per person. Incredible! Then throw in a cool clubhouse bar and lounge, laid-back restaurant and a handful of chic, discreet eco-cabins to extend your day into a weekend stay and you get a playful, inclusive addition to the UK scene. Mad Swans sits in the sweeping countryside of the South Downs, but only an hour or so from London in the Surrey-Hampshire borders. Cabins are thoughtfully designed and surrounded by rolling countryside (Picture: Rob James) It’s the brainchild of Joel Cadbury and Ollie Vigors, who also launched the nearby Bel and Dragon and Beaverbrook, so they know a thing or two about hospitality and golf. Mad Swans feels a bit more cheeky, fun and chilled. As well as the golf course, there’s the latest ‘it’ racquet-sports, padel and pickleball, while the Hangout bar – which serves pizzas (£12) and has a DIY ice-cream station – houses tech-enabled darts and shuffleboard so that you can satisfy your competitive spirit off the golf course, too. A good place to perch after a day on the course (Picture: Mad Swans) The reinvention of the course has been devised by leading architects Mackenzie and Ebert (designers of courses at St Andrews, the Championship Course at Royal Country Down, Turnberry, Royal Dornoch and Goodwood), and the 12-hole format has been designed to combine the both challenging holes and heritage features, with a quicker and more flexible game to suit modern (read: younger) players. There are shorter holes that require skill over strength, with plenty of trees and water to navigate, and a relaxed atmosphere, whatever your level. Robotic lawnmowers maintained the fairways as we played, and the greens were velvet-smooth. On a hot day, we were thankful for a course that was fun but faster than a traditional one, which can lead to frustration. The course was designed by the brains behind St Andrews (Picture: Andy Hiseman) The ice boxes on each buggy so you can enjoy a cool drink as you play was a nice added touch. It’s these small details that make the experience as sociable and flexible as possible. As novices, our golf wasn’t pretty, but there’s no one watching or judging you out on the course, and it was tremendous fun to play ‘proper golf’ and get a flavour for the course, however bad we were. Having seen that Rob Brydon had played the day before us, we knew we were on hallowed turf. You don’t need to be a PGA Championship winner like Aaron Rye to enjoy the golf vibe, though. We started our weekend in the Swing Barn – a driving range with sofas in each bay and a bar service so that you can snack and sip while you swing. https://www.instagram.com/p/DZW3MLCDOKz/?hl=en&img_index=1 Aided by Toptracer golf games that tracked our progress (a somewhat addictive experience to try and increase our speed and distance), unlimited balls and £15 an hour per bay felt like a deal. With golf pro Paul to help us master our technique, it was an invaluable, fun session that got us into the flow and set us up to be able to tackle the course. If you prefer your golf to be ‘crazy’, you can test your putting skills at the mini putt patch – which was our best shot at a hole-in-one and handily close to the bar. Mini beer shelves on each hole made it the perfect pre-dinner apero activity. We strolled from the putt patch to the Potting Shed restaurant, which was a real highlight. The food is light and fresh and so delicious, with a seasonal, garden-y menu that was overseen by stellar chef, Ollie Dabbous. Don’t miss the Eat the Rainbow main and the lemoniest of lemon meringue pies. Prices felt good (£21 for steak-frites) and the relaxed surroundings and service were impeccable, without being overbearing. The Potting Shed serves good grub at relatively affordable prices (Picture: Mad Swans) The eco cabins are nestled behind the putt patch, a short walk from the clubhouse and are modern, low-key luxe in style with a glass fourth wall at the foot of the bed so you can wake up to nature, and a drop-down cinema screen for the ultimate movie night in bed. After a day of sport and an evening of excellent food, that warrants a visit in its own right, staying over was the ultimate indulgence. And, compared to the cost of playing golf at a more traditional golf club (not even a fancy one), it was cheaper to play at Mad Swans and book a cabin. True luxury is a modern golf and sport escape that makes you feel comfortable and relaxed rather than intimidated or excluded. To quote Mad Swans dress code, ‘Whoever you are, come as you are’. I (and Kurt Cobain) couldn’t agree more. The essentials At Mad Swans in the South Downs (Alton GU34 4QL), double eco cabins start from £171 per night. Driving range sessions are £15 per hour, and 6 holes from £11.25 per person.