A golf club in Chadwell Heath has undergone a rebrand and bids to remove the barriers to playing the sport.
Golf Kingdom is now known as Whalebone Golf Club.
Inspired by its location in Whalebone Lane, the new name is said to represent a shift towards a modern, community-focused model of golf that emphasises accessibility and enjoyment for all.
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Edward Blacker, co-founder of Whalebone Golf Club, said: "Golf has always had an incredible spirit – the calm, the craft, the challenge – but for too long it hasn’t felt open to everyone.
"Whalebone Golf Club is about keeping everything that’s great about the game, while removing the barriers that stop people getting involved.
"Whether you’re picking up a club for the first time or you’ve played for years, this is a place where you can come as you are and feel like you belong."
The relaunch supports the wider drive to open up the sport, aligning with The R&A’s vision of golf as “a sport that everyone can enjoy regardless of age, ability or background”.
The club’s facilities include an 18-hole course, a 25-bay driving range, and beginner-friendly formats.
Visitors can also enjoy Moby Golf (mini-golf), as well as Foot Golf for those who prefer a twist on the traditional game.
The club’s slogan is "play as you are", and there are no dress codes.
