Ladies golf

It will take perseverance to obliterate old adages and one club in the Midlands is doing just that.

Participation has been on the decline for a number of years and 3 Hammers Golf Complex have taken up the mantle, creating a new generation of golfers and providing a stepping stone for these newcomers to stay in the sport for a very long time.

The club is situated in South Staffordshire, in between Cannock and Wolverhampton, and boasts top of the range facilities – we're talking driving range, pristine 18-hole course with a unique 'pay and play' option, top indoor and outdoor coaching, a golf shop and even a very tasty menu at the bistro – the honey loin of pork melts in your mouth…

One of their key initiatives in breaking down those barriers is a session every Wednesday for ladies. Female involvement in golf has never been what it should be in such a male dominated sport, but this weekly opportunity, which has been running for over two years, has been a regular source of golf, fitness and social interaction for women from the surrounding counties.

Since John Cheetham, Senior Instructor at 3 Hammers, took over the running of the initiative at the end of 2013, participation has increased dramatically.

"It's grown and grown and it just shows you the demand for ladies golf. Even in our learn to play program on a Tuesday and Thursday, there is pretty much a 50/50 ratio between men and women."

John's charisma and coaching techniques immediately shone when we viewed the session and it was great to see the interaction between the whole group. This wasn't just about golf. It was a community of local people getting together to socialise and play a new sport.

"I just generally make it so it's not intimidating for the ladies, having a good laugh with them, keeping it relaxed. If they're enjoying it they'll be more receptive to information from me."

One thing that we couldn't help but be impressed by was the value for money the ladies were getting. For £7.50, the same price as a cake and coffee at some golf clubs we've been to, you get a stunning deal:

Coffee, quiz, two hours of tuition, range balls and 18 holes after the session.

Now why wouldn't you do that?!

Two things that have always had a bearing on women's golf are cost and the perceived male dominance in the sport. Well this concept disparages both in an instant. John's intent to increase participation in the game is clear.

"Growing ladies golf is passion of mine and a passion of the complex here. It's a relaxed place, there's no dress code, no barriers so the ladies feel like they can come along and join in."

It's this refreshing outlook on the game that means 3 Hammers will keep on being successful, leaving other, more outdated clubs, behind.

Lesley, a regular at the morning, said: "You don't have to commit yourself, there might be weeks when you can't come. But you'd pay £2.50 for a coffee at any shop. It's always really enjoyable, the coaches have been great and John always looks at a different aspects of your game."

The 'Tiger Woods era' has naturally given so much to the game but from a female perspective, life in golf has still been tough. But with high profile clubs such as Augusta National finally accepting women members and exciting young talents such as Charley Hull on the scene, golf is on the crest of a huge change. We truly hope modern places such as 3 Hammers are going to form the bedrock of a new and exciting era. The 3 Hammers complex takes its ladies section very seriously: Their website echoes this perfectly – 'no membership, no stuffy rules & a friendly atmosphere makes us the top choice in the region for ladies golf'. It just works. John, alongside Academy Director Rob Bluck, also coach the Staffordshire Junior Girls team emphasising their commitment to finding and nurturing local talent.

Golf to the newcomer can be a daunting prospect and those initial steps are often the hardest. Some turn their back straight away. But this morning had that rare feeling of integration for its members, whist building a genuine love for the game. Regular member Christine said: "Everybody is friendly. If you're on your own there's always someone else who will let you join in."

Ultimately, you may question why we decided to go down and see what John and the ladies were getting up to every Wednesday, but it is such an important aspect for the modernisation of golf.

There is a need to expand and evolve, allowing the ladies to continue enjoying themselves whilst becoming top quality golfers in the process, who can potentially compete at tournament level.

And John knows that he has to keep evolving to keep up with the changing tide.

"We've got some great ideas - creating a ladies academy. Watch this space with that, it's coming within the next few weeks.

"We can help push membership to try and grow ladies sections which are struggling. We can be that feeder place and go to local golf clubs and say we've got 50 ladies who've come through the coaching program.

"They're going to stay in golf because they've got the ability - they've had the right coaching."

It's certainly exciting times ahead for the sport and the let's hope the team at the 3 Hammers leads the way into a fresh, new period in British golf.