While the current generation is dealing with the “iPad kid” phenomenon, Alistair Cannon-Brookes grew up in a life full of adventure, playing mini golf and ziplining with his family.
It’s little wonder, considering that his mother, Philomena Cannon-Brookes, has owned a children’s gym, Power Kids Gym, since 2004.
Her business had thrived until the COVID-19 pandemic struck—but instead of feeling discouraged, the mother of three decided to make the best out of the situation.
“That period of pause sparked the idea of creating something entirely new—an experience that would be immersive, engaging, and uniquely Singaporean,” shared Philomena.
Home for his university break, Alistair joined his mother in a series of brainstorming sessions, and the idea of an adventure mini golf course became their first lightbulb moment. But after spending a year researching, the two realised that it was still too simple an idea.
“What was missing was a more immersive and narrative-driven approach. We didn’t want to offer just a course with quirky obstacles; we wanted to create a world where players could step into the story,” he explained.
Then came their second eureka moment: drawing inspiration from escape rooms, Alistair and Philomena decided to incorporate interactive elements into the experience.
The result was Kulnari Mystery Golf—Singapore’s very first murder mystery mini golf course.
A gimmick—not!
Set in 1920s Singapore, the 18-hole mini golf course unfolds within the fictitious Kulnari Trading Company, where players step into the role of detectives tasked with uncovering the mastermind behind the company’s downfall.
Admittedly, it sounded like a cheesy story at first, so my editor and I decided to head down and see it for ourselves.
While I won’t spoil the courses, we had more fun than we expected, and I wondered how they had the brain cells to create such an intricate storyline.
Alistair explained that the story actually evolved from a practical solution to a common problem: players moving at different speeds often end up waiting for others at each hole.
By embedding clues throughout the space, everyone stays engaged, solving puzzles while waiting, which also adds an extra layer of accomplishment beyond just tackling obstacles.
Add to the backdrop given by the heritage shophouse, the experience truly feels as if you’ve travelled back in time to the 1920s.
Some might also describe Kulnari’s storytelling as “Disney-esque,” to which Alistair attributes the rides found in Disney theme parks as his inspiration.
If [the Disney theme parks] can condense a storyline in a three minute amusement park ride, we can put in more into an hour and a half mini golf course.
Alistair Cannon-Brookes, co-founder of Kulnari Mystery Golf
Carving a niche within a niche
While the concept of mini golf isn’t exactly very foreign, I don’t remember it being a common pastime for other Singaporean kids, much less for adults. It always seemed to be more popular in the West.
Moreover, two other mini golf courses established in Singapore had closed their doors before Kulnari’s opening in 2022: LilliPutt Indoor Mini Golf in 2016 after a 16-year run, and Holey Moley in September 2022.
That raises doubts about whether mini golf is too niche a business to be successful in the city-state, but Philomena knew better than to listen to naysayers.
I think businesses such as these close down due to the real estate limitations in Singapore. We were very focused on what we wanted to do and that it should be a slightly different experience compared to the other mini golf offerings around the world.
We are the world’s first mystery mini golf experience and have it as a trademark. I think I took a leaf out of my own experience—20 years ago, people said my kids gym business would close down within six months of opening but that only spurred me on to prove them wrong.
Philomena Cannon-Brookes, co-founder of Kulnari Mystery Golf
The drive to bring Kulnari Mystery Golf to life became their anchor whenever obstacles popped up. Prior to the mini golf course’s launch, Philomena revealed that they had two deals fall through as the landlords they met were unwilling to take a risk with their concept.
But the challenges did not end there. After securing their heritage shophouse at Boat Quay, the team had to grapple with the complex regulations when it came to renovating the space, which ultimately cost a whopping seven-figure startup capital, funded by the duo’s savings from previous ventures.
“The journey was challenging, but it was worth the wait,” said Philomena. And she was right—the mini golf course was fully-booked out within one to two months after opening, with an overwhelming 3,000 people coming through its doors.
To maintain a flexible pace of playing, the team eventually implemented a cap on daily entries. This move not only preserved the quality of the experience but also fueled steady, month-on-month growth in bookings—reaching a cumulative total of 100,000 since launch.
The mini golf course has also hosted team-building events for a range of large corporations, including Singaporean radio station Class 95.
But the story is just beginning for Kulnari Mystery Golf.
Currently, Philomena, Alistair and the team are working on “refreshing its experience” with new story chapters, puzzles, as well as improving the business’s operational efficiency through tech upgrades.
The duo also expressed their ambition to introduce the concept to international markets, specifically the financial hubs in Southeast Asia.
In fact, Alistair also let us in on a new scoop: they are now in the midst of finding the right partners and are talking to a few vendors from Jakarta, Indonesia and Kuala Lumpur, Malaysia.
So who knows? Maybe it’s just a matter of time before we see Kulnari Mystery Golf become a tourist attraction for the masses.
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With Mother’s Day just around the corner, we asked the duo what it’s like working together as mother and son.
“It has its own dynamics,” they admitted, but over time, Philomena and Alistair have “found a rhythm” that works for them. Their secret sauce? Having mutual respect and clear boundaries.
While it might seem cliche and simple, it’s easier said than done. Philomena revealed that one of the rules they have agreed on was to try not to talk about work after 8 pm, but it’s an ongoing challenge to keep to that rule.
She also emphasised the need for honesty from the start, including being clear about the roles they assume, setting expectations, and aligning on how decisions are made. Alistair added that they have split their responsibilities “quite well,” taking complementary roles from one another.
“We’re business partners in the office, but family always comes first at the end of the day,” they said.
- Learn more about Kulnari Mystery Golf here.
- Read other articles we’ve written on Singaporean startups here.
Featured Image Credit: Kulnari Mystery Golf
