Ian Denny is a hard man to track down. As owner of GSM, Golf Services Management, with a thousand jobs on the go, it’s no wonder his nickname is “ID”—you almost need to keep tabs on him to know where he’ll pop up next.
He is the vision and force behind resurrecting Hepburn Golf Club. As the hidden gem of a course celebrates its 100th anniversary this year, Hepburn member, Raquel Stevens, sat down with Ian to discover why returning to his Daylesford roots meant so much to him and how he saved a historic community asset from the brink of extinction.
How did your love affair with golf begin?
I grew up in my high school years based out of Daylesford. I was no good at football or cricket, so I took up golf. My father, Norman Denny, was the principal at Daylesford Primary School, and I played golf at Hepburn before moving to Melbourne to turn pro.
What are your fondest memories of growing up in Daylesford?
I was a runner prior to taking up golf as well, so I used to get up and run every morning around Lake Daylesford, it was a wonderful place to grow up.
As my dad was principal at the primary school, he had access to all the sporting equipment. We had a lot of fun. Then I turned pro in 1983 and went to Victoria Golf Club in Melbourne.
Ray Jenner, the amateur champion, was your coach in Daylesford, he obviously felt you had great potential.
We used to have lessons inside the Convent Gallery. We had a bunch of plastic balls and nets set up. That’s where he taught me, we used to go there every week and practice.
Ray also contacted Victoria Golf Club about an apprenticeship. I had a condition with my father if I wasn’t in the top 10% within a year I had to go back to school. I practiced very hard that first year. Then pretty much on the Friday I finished school and started at Victoria Golf Club the next day. It was wonderful, I was very fortunate.
How did turning pro work out for you?
I finished my three-year apprenticeship winning the Order of Merit and then I played for one year on tour. I enjoyed the nightlife a little bit too much, wasn’t as dedicated as some of the other guys. Then I was very fortunate to get a phone call from the Spalding rep at the time and say there was a pros job going at Amstel Golf Club in Cranbourne.
You started your business with $7 in the bank; how did GSM come to fruition?
I was the youngest club pro in Australia, I’d just turned 21, so that’s how it kicked off. I was club pro at Amstel for about 10-12 years and then the club opened a second golf course called Ranfurlie, and I was then contracted for both golf courses. I thought if I can do two, I can do more. So that’s how GSM was created. I was lucky enough to then get Morack Golf Course, which then led to St Andrews Beach, and the rest is pretty much history.
A lot of people don’t understand how much work goes into operating a golf course, does it keep you awake at night?
The machinations of looking after the grounds staff, hospitality, and the golf shop, they’re three very different beasts, and then of course you’ve got members. It’s a 7 day a week business with many uncontrollable factors so yes, I do have plenty of sleepless nights. I’m very fortunate to have a wonderful team under me and Scott Eduati our General Manager is one the best in the business.
That’s a win for the public, look at the quality of St Andrews Beach.
The industry’s recent upsurge has seen an increase in revenue which allows more investment back into the facility. We run the golf courses as efficiently as possible and we’re very conscious of how we roster both in the clubhouse and on the course as that is our biggest cost.
We’re unique, we’re like a boutique company, most of the bigger management companies run sporting clubs, pools, athletic centres as well, whereas we just specialise purely in golf and we’ve got a unique market for that.
Let’s talk about Hepburn Golf Club, I nicknamed you the White Knight because Hepburn was in trouble and you came to the rescue. Why did you take on saving the club?
The intention of Hepburn unfolding wasn’t meant to happen; it didn’t make any business sense at all. I did receive a phone call asking if we would help.
When they explained that it was at Hepburn Springs, I think my comments were “crap”.
The president was a wonderful advocate for a change. He pushed the members to say, look, if we don’t do anything now the club will be insolvent and end up closed and full of weeds, we argue that the club won’t exist.
We committed to a five-year program, which we’re now two years into that program.
We’ve renovated the clubhouse. The golf course has got a lot more equipment, and more staff. It’s still losing money, but we are turning it around slowly but surely.
We’re now into our third year, which is crucial for the longevity. So that’s the challenge moving forward, is to get that mix of tourism versus members.
For people who don’t know it’s there, it is a lovely course.
It’s a rural hidden gem, but I’m biased.
The course itself is in good condition with the couch fairways and quality of greens a stand out for a country course. But most importantly, it’s physical features of it, it’s hills, it’s attributes to look around.
And obviously, we’ve got wildlife, probably a little bit too much wildlife at times. Getting those kangaroos off the green can be a challenge.
What’s your biggest challenge to keep it going?
The hardest thing is exposing what we’ve got and expanding beyond just the weekends. It’s very quiet midweek, but the tourism is getting stronger and we have some great plans in place for visitation with the local tourism groups.
How would you describe the direction of the game now?
The industry is flying now. It’s cool to play golf. The women particularly are a brand-new market for us. The girls have a lot more fun I think sometimes than the blokes. They have a giggle, they enjoy themselves.
Let’s go to some fun facts about Ian Denny.
When you’re not managing golf courses, where can we find you?
During winter, I’ll be snowboarding at Mount Buller. In summer, playing golf at Victoria Golf Club.
Favourite golf course, international or local?
I’m very biased towards Victoria because it’s my home. And for looks, St Andrew’s Beach is hard to go past. It’s in the top 100 in the world and incredible value compared to its peers.
What’s the most used app on your phone?
The AFL app. Also, the weather app from a business perspective.
What’s on your bedside right now?
A Kindle. I read a lot of non-fiction.
What advice would you give your 18-year-old self?
Enjoy yourself when you can. Get the balance of work and sport combined.
In hindsight, my parents certainly would have wanted me to go to uni and then start work. But that’s not the way it panned out. I have no regrets being a PGA golf pro.
If you were stranded on a desert island, what three items would you have sent to you?
Endless red wine. Suntan cream with my terrible complexion, and my kindle. Or maybe a tv to see the Hawks play.
Who would be your playing partners in a 4 ball better ball?
I’d be intrigued to play with Adam Scott. I’ve only met him once but found him a delightful person.
I’d love to hear some stories from Leigh Matthews, as a young kid growing up, he was my idol. I have been fortunate enough to play a bit with Michael Tuck. Tucky and I used to play golf a fair bit when he was at Amstel.
What song gets you on the dance floor every time?
It would be Shake a Tail Feather.
What would the title of your biography be?
Work Hard Play Hard.
We look forward to celebrating at Hepburn this month.
I’m glad to see it make 100. Let’s see what the future brings.
Hepburn will host events to celebrate on November 13 and 14.
For more information contact https://www.gsmgolf.com.au
