We’re not gonna lie, when we heard about Émile Ménard’s indoor golf facilities project, our hearts skipped a beat. Slated to open in the Fall of 2024, Muni is the stuff hip urban golfers’ dreams are made of and more: cutting-edge simulators, super styling golf apparel by exclusive brands, bespoke accessories and five-star noshing. We wanted all the details, and we know you do too, so read on.
What—and who—is Muni?
In essence, Muni’s an indoor golf club in the Pointe-Saint-Charles neighbourhood in Montréal. Like any golf club, we wanted a space to play, as well as a restaurant and boutique. Muni will offer 7 simulators, 45 seats and a selection of brands like Malbon, Manors, Whim and Forden. And Muni accessories, of course!
But Muni’s more than just an indoor golf club. Its location, its more intimate environment and the dynamic team behind it all come together to create a community of competitive golfers and people who are just curious about the sport. We believe golf’s a lot more fun when it’s inclusive rather than exclusive.
You can feel the attention to detail throughout the space—we’ve really focused on making a relatively classic golf environment as approachable as possible. And now it’s up to us to make sure our staff and services reflect those values.
Walk us through the Muni experience.
Muni’s a club and community that are still emerging, but it stems from a lot of years of thought. Initially, we set a performance focus where junior, amateur and professional players could expand their game. But the more I thought about it, the more the idea evolved into a more entertainment-driven space—a fun club that could host serious golfers but also Sunday golfers and even neophytes. The concept became a club that would make the sport I’ve been lucky enough to play practically since I could walk more accessible. That’s the philosophy Muni’s entire development is rooted in. So, building on that, Muni aims to bring new golfers into being and support players of all calibres.
What inspired you to create a golf space?
The lack of facilities on the island of Montréal was definitely something we considered. The idea first came to me in winter 2021 when I was caddying for my brother in Florida. That’s when I knew I wanted to get involved in golf as a business.It’s a bit of a long story, but after I graduated in 2018, I took a year off from golf. I was 23 years old and had been playing competitively for around 13 years. The passion I had was starting to feel more like pressure, and I knew I didn’t want to compete anymore. But for any competitive player, giving it all up isa real challenge. It’s like a breakup. It’s complicated, and even more so when you know an assembly line in a processing plant is what’s waiting for you back at home. Playing 78 on a rainy Tuesday at college qualifiers doesn’t seem so bad after all. But those years I spent working in the family business were the most constructive of my life to date. And it was through that experience that I rekindled my passion.Those memories of spending time with friends and family on the golf course and not caring about the card—that’s what I want Muni to be—a place to share and create moments and just play golf.
What sets Muni apart?
To initiate non-golfers, Muni has to be about more than just golf. And, yes, that seems obvious, but my goal has always been to stand out from all the other indoor facilities in and around Montréal thanks to our kitchen. There are so many amazing restaurants in the city, and I didn’t think we’d survive without matching the hospitality offer on top of the golf simulators. So I teamed up with a group of restaurateurs who have a combined 45 years’ experience. They’re currently running Lou’s and Rendezvous in Pointe-Claire. Our chef Liam Barron has worked in kitchens like Liverpool House, Joe Beef and Dinette Triple Crown. MaxRuiz Laing ran Le Majestique before opening Le Loïc nine years ago. Peter Mant, who’s also our marketing director, is a partner in Name’s On The Way, Montréal Bowling and Apt.200. And all three of them love golf, which is so important to create the universe I imagined for Muni. As far as the boutique, the brands we carry aren’t available elsewhere in Québec, as far as I know. With all these new options available online, it’s just never made sense to me that you couldn’t find them anywhere here. I may not be the most conventional guy out there as far as my wardrobe, but I think it’s interesting to give people the opportunity to find something they can’t elsewhere. Look sharp, play sharp, right?! And don’t forget, we’re the first to introduce the Golfzon technology in Québec. With the hydraulic floor that adjusts to your ball’s position on the course and five different mats, not a single indoor experience will be as immersive and realistic as Muni’s. I wanted to create a space that’s really for the new wave of golfers who started playing practically by force during the pandemic. Golf’s been through some extremely tough years, and its new lease of life is significant for the sport. I’m putting my energy into retaining as many of those players as possible. If you ask me, a cheaper, less time-consuming and easier alternative is the best way to start out. And a more intimate and less intimidating environment is a winning formula, for sure.
So, you and golf. How’s your relationship today?
We have our ups and downs! But that’s to be expected. Golf is quite possibly the most frustrating sport there is, and that frustration was really aggravated when I was playing competitively. It’s unfortunate, but it took me too long to understand that missing a shot doesn’t mean the world is ending. The next shot is more important than the last one. To get back to your question, my relationship with golf right now is beautiful, fun and, above all, healthy. I have fun on the golf course, good shots and bad shots. And that makes me want to share my journey even more and be there for golfers who are going through the same thing. Muni makes that possible.
What’s your take on the golf industry right now?
I really like the direction golf’s been going in recently. Without really trying, just owing to circumstance, golf’s post-pandemic rise in popularity has injected a huge amount of capital into the sport, which is not only helping the vast majority of golf courses in North America but is also enabling so many entrepreneurs and creatives to come up with brands, projects and companies that probably wouldn’t have seen the light of day if the boom hadn’t happened. A lot of niches have sprung up and are reaching a diverse range of golfers. Without taking anything away from the Québec market, we still have work todo to get closer to what’s going on in the US and even in the rest of Canada. Golf is getting younger, and we need to keep modernizing it. Technology has made it easier than ever to vary play. Entertainment golf like Top golf or Five Iron Golf in the US has also contributed to golf’s growing popularity. Fun and affordable alternatives are the best starting points. And that’s in addition to the effort the pro leagues are making to fund the future. Whether you like the LIV initiative or not, competition is good in all sectors, including golf. Will the number of rounds played per year continue to rise like it has in the past three years? I’d be surprised... Do indoor rounds count?
Muni’s architectural design is by IVY Studio. What made you choose them?
I love what IVY Studio’s done with Muni’s architecture and interior design. They took the time to understand our vision and were extremely involved throughout the entire process, from design to admin. Their expertise was critical in bringing Muni to life. We wanted to create a space that was modern and warm and which reflects our values, and that’s exactly what IVY did. With our contractor Manovra, we have the absolute best team.
What’s your personal take on indoor golf in the Québec market?
Playing outdoors will always be my number one, but indoor golf is gaining ground, especially here in Québec where our winters are long. Golf simulators like the ones at Muni offer a very realistic playing experience so golfers can maintain their level of play all year round. The addition of international leagues also makes it possible to compete against players from all over the world, which is a major plus for Québec golfers.
How can Muni make an impact in Montréal’s golf community?
Muni’s impact will be manifold. Firstly through its location, with easy access from downtown Montréal.There are 27 parking spaces, a bus stop at the door and Charlevoix métro station just a few minutes away. In and of itself, a space to play golf year-round is a big step for the community. We also want to help expand the golf community. If we can attract just one new person a week, then we’ll already be a success. We also want to work with the city’s universities and CEGEPs to support their athletes. We’ll also be organizing events to support causes and turning a spotlight on our local players. Montréal deserves to be recognized as a golf city, and Muni will help make that happen!
