Hickory Smoked Golf, a hickory golf club business in Scotland, has experienced a surge in demand from tourists after finding a permanent venue for its former pop-up venture. Stuart Fraser, the owner of the business, recently won the “Innovation in Tourism” category at the regional Scottish Thistle Awards, which has contributed to the company’s success. The business has been added to the itineraries of package tour operators catering to overseas golfers, further boosting its visibility and reputation.
Fraser, who previously worked in the financial services sector, started Hickory Smoked Golf as a part-time venture during the COVID lockdowns. After finding a permanent home for the business alongside the St. Andrews Golf Company in Largoward, Fraser decided to focus on the business full time. The location, located six miles south of the Home of Golf, still manufactures hickory clubs using traditional techniques and craftsmanship from 100 years ago.
Hickory Smoked Golf specializes in purchasing and restoring clubs from before 1935, the cut-off date set by the Society of Hickory Golfers for “authentic” hickory clubs. The company offers interactive workshops where clients can participate in the refurbishment process and personalize their clubs with laser engraving on the shaft. The move to a fixed venue has allowed Hickory Smoked Golf to expand its offerings with simulators, a putting green, and a museum-like experience for visitors.
While the business still participates in occasional external events, its main focus is now on the venue at Largoward where workshops are held on a pre-booked basis. Fraser envisions operating on an “open door basis” in the future, allowing visitors to drop in at any time. Despite the challenges of scaling the business, Fraser remains positive about the developments to date and the recognition and awards Hickory Smoked Golf has received.
The success of Hickory Smoked Golf demonstrates the potential for niche tourism businesses to thrive by offering unique and interactive experiences to visitors. By combining traditional craftsmanship with modern technology and personalized services, the business has set itself apart in the competitive tourism industry. With plans to expand and grow, Hickory Smoked Golf is poised to attract even more visitors and continue its upward trajectory in the tourism sector.
