CASE STUDY
The golf venue that specialises in nurturing new golfers
The 3 Hammers Golf Complex near Wolverhampton is an award-winning facility catering to everyone – but especially those new to the game
WITH a 15-hole par-3 course, Toptracer driving range, academy, American Golf store and Jurassic Creek Adventure Golf, the emphasis is firmly on inclusivity.
And with a welcoming, fun-first environment, it has also been a breeding ground for some serious talent, with Aaron Rai among those to have learned the game here.
Ian Bonser was a wine importer in the mid-1980s when he bought the facility and, since then, thousands of new golfers have been introduced to the sport at 3 Hammers.
We spoke to Manager Nick Forbes about the venue's growth, plans for the future and what makes the place tick.
How broad is the demographic at 3 Hammers and how do you ensure it is a welcoming environment for all?
We have a very broad demographic of customers. The complex attracts people from all walks of life, and we operate an open-door policy, welcoming everyone who would like to try their hand at golf. We create a relaxed atmosphere with no strict dress code and offer club hire to all who need it.
3 Hammers in numbers
1965
The facility is founded
250k
Visitors each year
3,500
Youngsters reached by the complex taking golf to schools and community groups
5
Worldwide pilot venues – including 3 Hammers – who worked with Protracer and Topgolf to create Toptracer
“There is a clear pathway for golfers to follow at 3 Hammers”
What does the participation pathway look like there?
There is a clear pathway for golfers to follow at 3 Hammers, be it a new adult golfer or a junior player. We start coaching juniors from 18 months old to three years old in our Birdies class, from 3-6 in our Eagles class, and from 6-12 in our US Kids Passport class. Then from 12-17 years we have our Player Squad and Elite Squad. We also go into schools conducting coaching sessions.
Adult players looking to learn the game can start their journey in our Learn To Play Level 1 group lesson programme, which is a four-week course, followed on by Learn To Play Levels 2 and 3, which are a further four weeks each. Alternatively, new starters can attend one of our many Ladies or Gents mornings.
What are some examples of initiatives you run aimed at specific demographics?
At 3 Hammers, we try to work closely with the underprivileged and underrepresented demographics. We do this in a variety of ways. Firstly, with our dedicated Ladies Mornings. One of our golf pros, Trey Niven, delivers sessions for the Black British Golfers programme. We also host visits for the National Autistic Society, as well as disabled community groups, and also invite special educational needs schools to come down and see what golf is all about. Our coaches often deliver coaching sessions in local schools and colleges. We host Golfer/Non-Golfer and Parent & Junior days.
Our monthly Toptracer competitions on the driving range, accessible to all customers, are always popular. PGA Tour Pro Aaron Rai recently gave a coaching clinic to our junior section. Aaron started his golfing journey here at 3 Hammers and is always keen to come back and pass on some tips and share his knowledge and experiences with our juniors.
3 Hammers in numbers
30+
Children who learned to play here who are now PGA Professionals
20
Highest world ranking to date of Aaron Rai, who began his career here
5
Animated dinosaurs at Jurassic Creek Adventure Golf
8
PGA Professionals working at 3 Hammers
Do you see it as part of your responsibility to grow the game?
3 Hammers is always actively trying to encourage more people to take up golf. We want to help grow the game in any way that we can. We understand our role and where we fit into the wider golfing community. Lots of new golfers come to 3 Hammers to start their journey, using our Jurassic Creek Adventure Golf course, Toptracer driving range and par-3 short course. As the customers evolve as players they eventually outgrow us, moving on to golf clubs with a full-size course. In this regard, we hope that 3 Hammers greatly helps to grow golf in the local area.
What lessons can the wider golf industry take from how 3 Hammers operates?
Golf clubs, as a whole, are perceived by the general public as private members’ clubs. While this can still be true in some cases, most are in fact very welcoming, so we need to change that perception.
We have a large American Golf Store on site and a very busy Bar & Bistro, both of which are open to the general public, which helps visitors feel more at home. Having Jurassic Creek Adventure Golf also helps get more people into golf, as your target audience is quite literally everyone, instead of just people interested in golf.
From families, kids' parties, couples, date nights, adult groups, corporate, team building, hen and stag dos, schools, special needs or learning difficulties, Jurassic Creek has a very broad appeal. This has helped us reach a much wider audience than was previously possible.
“We want to help grow the game in any way that we can”
What plans does 3 Hammers have to continue to grow and evolve in 2025 and beyond?
We pride ourselves on never standing still. We are always looking for ways to improve our facilities and the service we offer in general. We recently renovated all of our driving range bay dividers and added more benches and tables to help with food and beverage sales. We hope this gives our driving range a fresh look and enhances the customer experience.
In the new year we are planning to carry out some work on the par-3 course. Replacing the existing Huxley tee mats with new ones, carrying out more drainage work and starting our bunker renovations. We hope that 2025 will be another great year to be at 3 Hammers.
Owner Ian Bonser on the 3 Hammers ethos
We have always been bold in our approach and ready to try anything that will break down the barriers and perceptions of golf – from dress codes to a welcoming atmosphere. Who says that golf has to be 18 holes? People's versions of what golf is can be very different to that of the governing bodies. We have regular range players who don't play golf courses. So people play and engage in golf in very different ways these days. And, for the sport to grow and prosper, we need to find ways to encourage and motivate people to give golf a go in any of these forms.
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