Joel Cadbury and Ollie Vigor want people to leave Mad Swans thinking “that felt completely different to anywhere else I’ve been”, Cadbury tells Broadsheet. The duo – who is behind Beaverbrook (the luxury country estate where Zendaya and Tom Holland recently wed), as well as country pub group Bel & The Dragon – launched the first Mad Swans in the Mendips just outside Bath nine months ago. Now, they’ve opened Mad Swans number two on the fringes of the South Downs, an hour train and a short taxi ride south of central London.
They call it a “countryside hangout” and want it to have something for everyone: “somewhere with all of the delights of a day in the British countryside but updated for the modern lifestyle”, Cadbury says. “Stunning views, cosy corners, delicious food and drink … but faster, more accessible and welcoming to all.”
Guests stay in simple-yet-chic cabins with sliding doors that open to wildflower meadows. Queen-sized beds look out to the nature beyond during the day; at night drop-down projectors descend from the ceiling for a post-dinner film. In the main lodge, a further five double and twin rooms have views of the golf course and surrounding countryside.
Activities (which are entirely optional for those allergic to organised fun) form the bedrock of the Mad Swans experience. A 12-hole course by golf course architect Mackenzie & Ebert (which has worked on some of the country’s leading courses) is open to those who don’t know the difference between a fairway and a green, all the way to pros who want a condensed game. There’s no dress code and no pressure to play a perfect round – and picking up food and drink to enjoy while you (hopefully) hit birdies and eagles is encouraged. The course winds around lakes on the existing property (formerly Blacknest Golf & Country Club), making for a pleasant drive in a golf buggy even for those who find golf a good walk ruined.
“Golf should fit around modern life, not dictate it,” Cadbury says. “By removing the time commitment that puts people off, we're breaking down one of the biggest barriers to the sport. For me, 12 holes is the sweet spot – not too long, not too short, but enough to enjoy a proper round without it taking over your day.”
For a more casual golf experience, there’s also a driving range where you can order cocktails, beer and food straight to your bay between swings, or a mini golf course for less hardcore players. Pickleball and padel courts, darts and shuffleboard are all on hand, too.
Food also plays a “crucial” role Cadbury says. “Food isn’t an add-on, it’s one of the main reasons to visit.” There are two options. The Potting Shed is a charming British restaurant that looks out across the lawns and lakes, and plates up seasonal dishes like Brixham crab linguine and chicken Milanese. Then there’s The Hangout, which is all about crisp-bottomed pizzas and ice-cream. Guests can also hang out on the veranda with a cocktail or pint. The menus were shaped by ex-Hide head chef Ollie Dabbous and are led day to day by Steve Rooney (ex-Bel & The Dragon).
While many adults are looking for getaways that include activities, not many want to adhere to a fixed schedule – and that’s what Cadbury hopes to address with Mad Swans. “You don't have to follow a set itinerary or fit into a certain mould”, he says. “It’s completely up to you.”
