Inside the hip L.A. golf gathering for those ‘who were never invited — but always belonged'
It's 7 p.m. on a Thursday at the driving range at the Westside's Rancho Park Golf Course.
At one end of the raised platform, the stalls are mostly occupied by polo shirt-wearing men quietly practicing their swings. But at the other end, a crowd gathers. People of all backgrounds are vibing to hip-hop and Afrobeats playing over two portable speakers and socializing over beer and snacks from the food stand. They're dressed in streetwear and stylish sports apparel — Jordan 1s, fitted caps, tennis skirts and baggy pants. One woman is wearing tall platform boots and a patterned skirt and hugging friends. When someone steps up to take a swing, others watch and offer support and pointers.
'Remember to breathe,' someone says.
'Relax your grip,' advises another.
Not your typical golf meetup, this is Swang, an L.A. golf collective that hosts a regular gathering called 'Free Range,' where attendees can receive casual guidance from longtime golfers — and just hang out. With the welcoming motto 'pull up, tap in,' founder Modi Oyewole created Swang to provide a space for the golf-curious and those who've been searching for like-minded folks to play with in the historically white- and male-dominated sport. He says that for generations, entering the world of golf has been both financially and culturally difficult.
'When I ask people how they found out about us, a lot of the stories are the same,' says Oyewole, 38. 'People never felt like this was a thing they could do. But with this, we are quite literally saying, f— all that. We can do this too. You can wear what you want. You can be you and still come play.'
A small camera crew follows Oyewole, who is wearing a Toro y Moi T-shirt, cargos and Adidas sneakers, capturing content for Swang's social media accounts. He takes a powerful swing, sending the ball flying onto the field. You'd think that he's been playing for years, but golf is a new passion for the multifaceted creative who's worked at various record labels and for brands like Nike and Redbull.
Oyewole's father introduced him to the sport about 20 years ago during the height of Tiger Woods' career. 'I think seeing a Black person in this sport that's predominantly white and him dominating it definitely got my dad like, 'Alright, we can do this now. We have representation,'' Oyewole recalls. His dad began taking him and his younger brother to a public driving range in their District of Columbia neighborhood until it shut down.
Oyewole didn't think about golf again until several years later, when one of his friends invited him to the Hypegolf Invitational hosted by Hypebeast in Santa Clarita — an invitation he accepted begrudgingly, he says. But what he saw surprised him.
'This was my first time experiencing golf in it's entirety, ever. I'd never been to a golf course, let alone a very fancy country club, and I'd also never seen golf presented in this way,' he recalls.
One of the first people he saw at Hypegolf was rapper Macklemore, who was rocking a clothing collaboration between his golf line Bogey Boys and Adidas. Every hole on the course was sponsored by a different brand. DJs were spinning upbeat music, and all of the attendees were, in Oyewole's words, 'swaggy.'
He was also amazed to run into several people within his orbit who he didn't know played golf. 'It was just one of those moments where I was like, 'Wait, I feel like they figured out a way to make this digestible to a person like me,'' says Oyewole. 'It was eye-opening because it taught me that the game was cool, and it wasn't the game that I was upset at. It was the context surrounding the game.'
A few weeks later, Oyewole quit his job as the vice president of creative, experiential and content development at Def Jam Recording. With his newfound free time, he started playing golf at the Maggie Hathaway Golf Course in South Central — named after a longtime civil rights activist who helped break the color barrier on L.A.'s public golf courses — with a friend who gifted him hand-me-down clubs. Before long, he was hooked.
He hosted the first Swang event in August 2023 at the Rancho Park driving range. Oyewole and two of his friends brought a speaker to play music, along with golf clubs and balls for attendees to practice with. About 25 people showed up, including a few golf influencers like Jacques Slade and Loulou Gonzalez — some of whom had never played golf before and others who've been playing their whole lives.
'Just seeing that was magical, but I think what was more magical than that was hearing these longtime golfers say, 'Man, I've been golfing forever and I've never seen anything like this,' Oyewole says. 'You're not going to see this makeup of people in this size at the driving range. It doesn't happen. Golf doesn't look like this.'
Swang arrives in L.A. at a time when golf is booming in popularity post-pandemic, particularly among women and young people. Although golf has long been perceived as a sport that 'older' people play, the National Golf Foundation revealed that in 2024, the largest group of on-course golfers — nearly 6.3 million players — were between the ages of 18 to 34. Since 2019, there's been a 41% increase of female golfers, the NGF reports, and every year since 2020, roughly 3.3 million people have hit the course for the first time. The surge can be credited to content creators and YouTubers amplifying the sport online, trendy apparel brands, shows like 'Full Swing' on Netflix, nightlife-adjacent establishments like TopGolf and collectives like Swang who are introducing the sport to a new demographic.
Swang attracts roughly 75 to 100 regular attendees at each Free Range session. Among them are creatives, musicians, entrepreneurs, tech professionals, actors, marketers and more.
Although some people bring their own golf gear to the meetups, none is required. It's also 'a safe place to suck,' Oyewole says.
Prior to discovering Swang, Adil Kadir's only experience with the sport was going to TopGolf, but it was something he wanted to get better at. As someone who worked in the tech industry, he viewed golfing as a 'language' or entry point that could improve his 'ability to integrate into the world of business.'
But through Swang, he discovered that golfing was also fun. 'Nothing can really stimulate the amount of dopamine you get from actually hitting the ball the right way,' he says.
Stacey Esteban was nervous about attending Free Range for the first time because of negative experiences she had at other golf ranges in L.A.
'I'll hear side comments from other people who don't look like me, and they're trying to give me lessons that I never asked for, and it doesn't feel safe for me. But here, I was like, 'It's safe,' ' says Esteban, who started playing golf during the pandemic. 'These are people I'd want to talk to and hang out with.'
Josh Hubberman, 43, has been playing golf on and off since he was a child, but he didn't get back into the sport until he went to a Swang meetup last year. 'Driving ranges are often quiet [with] two people in a bay, and you're kind of just politely waiting for a bay to open,' says Hubbeman, who is the co-founder of the creative venture studio Cthdrl. 'Then when you show up at Swang, we have music playing. We take over 10-plus bays, and it's a big social event as well, so there's an energy that immediately, you get on site and it's like, 'Oh, that's got to be Swang!' ' About a year later, Hubberman reached out to Oyewole about teaming up with Cthdrl and working together to turn Swang into a viable business.
Swang is already making an impact on the golf industry in L.A. and beyond. In August, the collective programmed the music at an exclusive TopGolf event featuring rapper Larry June. Earlier this year, Swang partnered with the Rolling Loud music festival to co-produce a golf invitational and release a capsule collection. Swang also hosted a tournament in L.A. called Spicoli's Scramble — in honor of Oyewole's late best friend — and raised $20,000 for the Grammy Museum and Recording Academy's Quinn Coleman scholarship.
The larger vision for Swang, Oyewole says, is to continue hosting the Free Range sessions and eventually add a membership component that would allow members to access exclusive events and experiences such as group trips to golf tournaments around the globe. The collective recently started creating short- and long-form social media content, and they will debut their first Swang apparel piece at Paris Fashion Week later this month.
Back at the driving range, chill R&B music is playing, and a handful of attendees are taking their final swings for the night before the overhead lights at the range shut off.
Reni Somoye, 32, was about to leave, but she decides to stay after another attendee encourages her to hit the ball one last time. She's been watching other people throughout the night and realized that she needed to swing more powerfully. When it's her turn, she walks toward the edge of the stall, pauss, swings and then strikes the ball so hard it flies out onto the field. The group that was mingling nearby begins to cheer.
She turns around, smiling from ear to ear, and daps up the coach.
'Alright,' she says. 'Alright, that was good!'
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