The Oracle: Issue #2

THE ORACLE - OCTOBER ISSUE - #02
The emergence of miniature golf
across the UK has been one of
the distinct driving forces of the
competitive socialising sector.
For one of the founding fathers of
that movement, Hugh Knowles, it
started with an ambition to bring
the sport of golf to the 85% of
people that would never consider
spending four hours or so traipsing
around 18 holes in unpredictable
weather conditions.
The miniature golf pioneer, who
went on to become managing
director of Puttshack, started his
career in what he terms the ‘real
golf’ industry.
Hugh Knowles, Owner of Leisure Social
After bringing miniature golf
to the masses, Hugh is here to
help Gamechangers members
ace their own business ventures.
After studying in the USA, he learnt
the ropes at golf property company,
American Golf (UK) as a group
manager. He describes this as
“an amazing experience because
of everything I was exposed to. It
taught me all the foundations and
operating standards at a young
age.”
From there, he went to work
for the Guinness-owned Burhill
Group, where he was charged -
and successful at - growing the
Group’s 20-plus golf courses with
a focus on memberships, retail,
leisure, food and drink and health
and fitness.
Around the time of the financial
crash, when UK golf memberships
were dwindling, Hugh wanted to
find a way to grow the appeal of
a sport that maintained an elitist
association - with wealthy men in
V-neck sweaters.
The Guinness family gave him the
greenlight to construct a £600,000
18-hole miniature set up at Abbey
Hill Golf Centre in Milton Keynes -
which was chosen for its family
demographics.
Hugh explains: “It was a beautiful,
landscaped, 18 hole golf course
with waterfalls and a pirate ship. I
became the anti-Christ of golfers!”
Despite his nerves about opening
on a frosty October morning, more
people played the course that day
than the full 18-course that entire
week.
From there Hugh pushed on,
opening more outdoor sites
across the UK under the new
Burhill subsidiary, Adventure
Leisure. Indoor sites followed,
with a growing emphasis on food
and drink offerings as the space
continued to evolve.
His next move saw him join forces
with Puttshack in 2018 after
recognising how their technology
would push miniature golf even
further in the social entertainment
world. It was here, whilst working
alongside the Bounce managment
team (now State of Play) that
he discovered more about the
challenges and opportunities of
running sites in the capital.
“I learnt huge amounts, especially
the difference in markets, capex
spend and ROI between the
London and the regional markets,
the wider corporate spend available
and copious cultural differences.”
Earlier this year he launched his
own consultancy business, Leisure
Social, to provide support to new
businesses in the sector. He is
also fundraising and working on
bringing a new concept to market
in the not too distant future.
Hugh’s role on the Gamechangers
advisory board ensures that his
vast operational experience and
know-how will benefit members.
He continues: “It’s an establishing
industry with some more mature
players and some younger players
coming through in the market.
There’s an opportunity to help
these new players come in and
establish themselves.
“If Gamechangers can help out with
financing, real estate, suppliers,
etc, then we can also offer some
guidance and support as they
establish their new concepts in this
ever growing market.”
“There’s a potential to provide
more support with such a great
stakeholder network, and to
increase the voice for this sector.”
And he fully expects the sector and
that voice to grow in this country
and then across the globe.
“There will always be an appetite
for new activities in this market. If
you can get the minutia ingredients
correct: make sure the drinks and
food are amazing, the fit out is
relative to the target market, the
ambience, the lighting, the music,
and it can be a super successful
business.”
There’s going to be a number of
new innovations coming through,
I think that will continue for a little
while longer.
“ The UK is still a
hub for innovation
despite the financial
challenges of now.
Then I see it moving
out, potentially,
into international
markets. There are a
lot of opportunities
globally. “
After bringing golf to the masses
for the first time, Hugh will now,
in his role on the Gamechangers
board, help other businesses
achieve their own aims and bring
customers through their doors.
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GC membership
www.gamechangers.org.uk
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