When Ian Bonser took over 3 Hammers back in 1986, he saw an opportunity to grow his own business.  During the last 30 years, his approach to running a golf facility may have raised a few eyebrows, but nowadays Ian is regarded as a pioneer.  We look at what prompted a Staffordshire wine importer to get into golf, and how the tide has changed.

 

Why did you decide to buy 3 Hammers?

3 Hammers has always been part of my life.  Like a lot of people in the area, I learned to play golf here.  I was 12 years old when I played my first proper round here and I scored 111. I remember it clear as day!  When the site came up for sale it was pretty run down, but I could see the business potential.  Plus, I had a successful wine importing business and 3 Hammers, as it was, gave me access to a lot of people who liked to drink wine! 

 

What was your main revenue stream at the beginning?

The first thing we did back in 1987 was to convert a building on site to create ‘The Renaissance’ – a 160 cover à la carte restaurant.  This was our main revenue stream for a long time. The driving range and short course were really secondary to that.  This was the late 80s, when fine dining was the height of fashion and we simply created somewhere that people wanted to come to.  That approach is what has managed to keep us in business all these years. 

 

What is the decision that changed the business the most?

We were, and still are, trendsetters in the real meaning of the word.  We identify trends and react to them.  For instance, we realised in the 1990’s that convenience was becoming important to consumers.  We decided to add a building onto the driving range to house additional facilities that would increase our turnover.  It’s common place nowadays, but 3 Hammers was one of the very first facilities to do this.  It allowed us to introduce teaching areas, add a bistro and most importantly open a 2,000ft2 retail space.   It was a risk, but was so successful that we had to double the space. 

 

What makes 3 Hammers different?

We make golfers here.  Last year alone, we delivered golf to 3,500 children and 250 ladies took part in our Academy’s Ladies Love Golf initiative.  Those people will go on to become club members and become part of what is a thriving local golf community.  As long as we continue to offer great facilities and have looked after them well in the first place, we’re confident that they’ll come back here.  We are part of their journey and even the famous ones come back to practise!  

 

How have attitudes changed to 3 Hammers in the last 30 years?

We’ve been ‘paddling our own canoe’ for quite some time!  We’ve never been bound by the constraints that some golf courses may have had, which means that we were able to take down our barriers a long time ago.  We’re delighted to see our relaxed attitude being adopted by more people in the business.  This openness allows us to work with the likes of England Golf and the Golf Foundation, which gives us the opportunity to bring even more new players into the game.  

What is the most rewarding part of running this business?

Two things, really.  The enjoyment that 3 Hammers gives other people and sharing the success of the people who play and work here.  It’s easy to forget, but we’re in the fun business. Not just the golf business.  When people come here and have fun, it gives me a real sense of accomplishment.  This is what I’ve worked to create.  

A definite highlight for me was seeing how excited the lads were when we landed a helicopter on our driving range – to the applause of many of our customers – and then flew down to Wentworth where we picked up our Golf Foundation award last year. 

 

What would your advice be to other businesses?

Surround yourself with people who share your vision and passion, then make sure you’re all pulling in the same direction.  My team – past and present – is what has made and continues to make 3 Hammers a success.

 

3hammers.co.uk