[Leaders on the Green]②Lee Gyuwan, CEO of Seosansu: "Top Course Quality and Service"

A CEO Who Refuses to Stay in the Office: Transforming Seosansu
Why Eliminate the Third Round of Tee Times? "Grass Needs Rest Just Like People"
Accepting Only 84 Teams a Day to Maintain Top Condition... Choosing Quality Over Quantity

Seosansu Golf & Resort is drawing significant attention. It is ranked as one of the most desired golf courses among Korean golfers. Although it is a public golf course located in Seosan, Chungnam, it has gained even greater popularity than some membership-only golf courses in the Seoul metropolitan area. It has even earned the nickname "Pebble Beach of Korea." Both male and female professional players want to play rounds at Seosansu. The person who transformed Seosansu into a top-tier golf course is none other than CEO Lee Gyuwan.

Lee began his professional career at Daewoo Group and went on to serve as Executive Director at Hilton Hotel, Head of Business at Adonis Country Club, and CEO at Owners Golf Club. Seosansu opened in 2008, and he has been serving as CEO since 2015. In an interview with Asia Economy on August 8, Lee humbly stated, "Nearly ten years have already passed," and attributed the success to "the positive evaluations from golfers."

CEO Lee Gyuwan made Seosansu a premium golf course through thorough course management and service. Photo by Seosansu

Lee has an exceptional passion for golf. With a handicap of 2, his personal best score is 5 under par. Since taking charge at Seosansu, he has especially focused on course management. He boldly eliminated the third round of tee times, and the course is now regarded as superior even to those in the Seoul metropolitan area. He explained, "Just like people, grass needs rest to stay healthy and grow well," adding, "Adequate rest is necessary to maintain optimal condition."

He also has a firm belief regarding the course. "To charge a green fee, the green must be in excellent condition. It is not appropriate to raise fees while neglecting the greens," he pointed out. Seosansu maintains a green speed of 2.6 even during midsummer, and records between 2.7 and 2.9 in spring and fall. He emphasized, "You won’t find any dead grass at our golf course," and highlighted this as the reason for high customer satisfaction and a high rate of repeat visits.

He manages the golf course by being present on the ground. "I don’t just sit in the CEO’s office; I go out and check things myself. I shake hands and greet acquaintances who visit the golf course," he said. "I consider this kind of communication part of our service. Ultimately, a golf course is a place for managing people. I consistently do things that others do not," he added.

Seosansu is a luxury public golf course where you can enjoy golf and a comfortable rest. Photo by Seosansu

Seosansu is experiencing rapid growth. He stated, "The major shareholder does not take dividends but reinvests in the golf course." The policy of not offering discounts even if tee times remain available is also strictly maintained. This is because he does not want to disadvantage customers who paid the regular price. He said, "To become a premium golf course, course management, staff service, and customer satisfaction all need to be excellent," adding, "To maintain the best course condition, we accept a maximum of 84 teams per day."

Seosansu is also well-known for the "Matchup" tournament. This event, where male and female professional players compete, is being held for the ninth time this year. A pro-am was also held the day before the tournament. Popular players such as Lee Bomi, Park Hyunkyung, Kim Haneul, and Yoon Chaeyoung participated, providing enjoyment for golf fans. Lee said, "Players like Park Hyunkyung, Lee Dongun, Yoo Hyunjoo, and Kim Arim have all won tournaments after participating in Matchup," and with a smile, added, "Among players, it is called the 'land of luck.'"

Lee Gyuwan, CEO of Seosansu, is taking a commemorative photo with the players who appeared on the Matchup Show. Photo by Seosansu

Seosansu practices "sharing management," giving back its profits to society. Players who participate in Matchup also voluntarily join in donations. This year, they donated 25 million won. Lee explained, "We made a small contribution to the Seosan City Sports Council and the Korea Golf Association," and expressed his hope that "it will be of some help." He added, "Players need more benefits. Rather than just offering tax reductions, there should be active support and special privileges," emphasizing that "when players help grow the game, golf courses can also grow together."

Seosansu is also a favorite gathering place for celebrities. Not only entertainers such as Shin Dongyeob, Kim Gookjin, Song Seungheon, Lee Byunghun, Kim Taehee, and Jung Dongha, but also sports stars like Lee Seungyeop, Cha Bumkun, and Lee Choonghee visit this renowned spot. Lee aims to make Seosansu the best golf course in the country. He expressed his pride, saying, "Seosansu is highly regarded for its course management," and "as word of mouth spreads, it is firmly establishing itself as a premium golf course."