A FAMILY business that runs one of Worcestershire’s top courses has moved into the short golf market, aimed at players who combine sport with business.

The all-weather 18-hole Ombersley Golf Club provides the game on a pay and play basis high in the Severn Valley, with panoramic views of Abberley, the Clee Hills and Malvern.

The mature course, opened in 1991, is aiming to cater for business clients who do not have enough time for even nine holes. A new five-hole option allows for a shorter game, either very early or later on in the working day.

Ken Bartlett, a partner with accountants and business advisers, Horwath Clark Whitehill, is financial adviser to John Dowty Ltd and is backing its strategy to increase revenue through corporate golf.

He said: “The directors, Robert and Nigel Dowty and Laureen Moyse, have always adapted quickly to the changing needs and expectations of golfers.

“Many far-sighted clubs up and down the country are now opening up short courses to cater for players who have time to play for an hour or two and want to use that time with clients and suppliers.”

Managing director, Robert Dowty, said: “We are still concerned primarily with our 700 club golfers who play 18 holes but now we have special packages for golfers who want to use five or six holes for a short game.

“We see potential for players going to or coming home from work and for those who want to play a few holes during the middle of the day as part of a business meeting.”

The family business, John Dowty Ltd, was established by John Dowty in 1921.

The business expanded and developed through the years, with the involvement of three of John Dowty’s sons, Neville, Bob and Arthur, who each developed specialist areas of the business.

By the 1980s the company operated farms, a wholesale fruit and vegetable business and one of the first farm shops in the country, as well as a business supplying packaging products throughout the UK and as far afield as the Falkland Islands, which it still operates today.

By the late 1980s, the fortunes of businesses linked to agriculture were in decline. The next generation were becoming more deeply involved and the family worked together to diversify the business into the golf and leisure sector.

For more information, see www.ombersleygolfclub.co.uk.