Lake Beulah Country Club has a storied past and, thanks to its new owners, an exciting future.
Originally opened in 1920 as a nine-hole course by the president of the Johnston Cookie Company, the course, located between Mukwonago and East Troy, provided a recreational outlet for employees and the local community. Designed without modern machinery, the original “Regulation Nine” made full use of the natural landscape, creating a par-34, 2,811-yard course that remains mostly intact today.
In 1943, Roy Jacobs purchased the golf club, and in 1963, the course expanded to 18 holes, transforming it into a hub of social activity. During this time, the addition of a clubhouse with a full-service bar and restaurant allowed the club to grow into a full-fledged country club. By 1984, Roy’s son Jim Jacobs took over ownership, and in 1993, with league play on the rise, he designed and built the final nine holes, making Lake Beulah a 27-hole course. With its three nines spread across the property, Lake Beulah Country Club offered a unique layout and even boasted the longest hole in Wisconsin – hole No. 6, a 622-yard challenge.
The Lake Beulah clubhouse, then (top) and now (above).
Wisconsin.Golf photo / CAITLIN MOYER
After Jim’s passing, ownership transferred to his wife, Marian, and their three daughters, who admirably kept the family legacy alive. Over time, however, the focus shifted more to the popular fish fry than the course itself. Slowly, the 27 holes became 18, then 9, and the family eventually decided to sell.
That’s when the Bruce family, with deep ties to Lake Beulah, stepped in. Their roots in the area go back as far as the course itself – and even to its original owner – so they couldn’t bear the thought of the land being developed into something else. They purchased the course in April 2022, determined to restore the grounds and preserve its place in the community.
“Our family has been connected to Lake Beulah since the 1920s, and it holds a very special place in our hearts. We have countless memories of growing up here, spending summers on the lake, watching others enjoy the course and restaurant, and hearing stories of past generations of Bruces enjoying the course,” said Frank Bruce, one of the new owners.
“We always knew our grandfather and great-grandfather golfed at Lake Beulah Country Club, but we were surprised to learn in our research that our great-great-grandfather, William George Bruce, was close friends with the Johnston family that started the course and often visited it.”
Bruce says the decision to purchase the course was driven by the goal of preserving its legacy while ensuring it remains a welcoming place where everyone can come to golf, dine, and create lasting memories, just like their family.
“With the threat of development, we felt it was essential to protect and rebuild the course as an open and affordable space for the community and future generations to enjoy – whether over a round of golf, an old fashioned, or a meal,” said Bruce, who has already made significant strides in this regard.
Lake Beulah Country Club is well on its way to once again becoming a vibrant gathering place for the community. Weekly events like bingo on Wednesdays, live music on Saturdays, and the traditional Friday fish fry — still using the original recipes — have brought life back to the clubhouse. Leagues and community events have returned, drawing golfers and non-golfers alike to the property.
On the golf side, the goal is to return the course to 18 holes as soon as possible. That charge lies with general manager Ken Collett, a PGA professional who was brought in to manage the ambitious restoration effort. A native of New Zealand, Collett brings experience in all aspects of the game, from course design and management to teaching and operations.
The summer of 2023 saw a “soft opening,” reintroducing nine holes (eight from the original course, with one repurposed to solve a safety issue involving errant golf balls near the clubhouse) while working to uncover the additional holes left to be reclaimed by nature. This work occurs to this day, involving the search for the original irrigation system and the removal of dead trees and overgrowth around the entire property, while also ensuring that any changes are made to incorporate the natural landscape into the future course design.
In 2024, the course added a full-time grounds superintendent, Tom Walsh, a clubhouse manager, Jessica Koeberl, and a temporary driving range that will eventually be replaced by a full practice facility, while focusing on restoring greens and tee boxes.
“In golf, it’s greens, tee boxes, fairways … everything else follows. So the first priority is to get the greens back in shape,” said Collett.
Lake Beulah is working to restore nine more of the holes that at one time was part of a 27-hole layout.
Wisconsin.Golf photo / CAITLIN MOYER
I visited the course a few weeks ago, and after playing nine holes, Collett and Bruce took me to the other side of the property and shared their vision. Reimagining the space and solving challenges like lowland wet areas requires great expertise, creativity and a lot of hard work. It’s clear they have a daunting task ahead.
“We want to create a course that seamlessly blends nature with the sport, offering a welcoming experience for players of all skill levels, with signature holes that older generations will remember and new generations will come to love,” said Bruce.
Collett emphasized that he hopes to incorporate four or five different tee boxes into the final design, making it accessible for everyone to play. Initiatives like leagues, free golf clinics, and youth camps also help the course connect with golfers of all skill levels, while affordable pricing ensures that everyone can enjoy the game.
“We’re really inviting everybody. That’s the biggest thing. We don’t want people to feel intimidated,” said Collett.
To align with this vision, the course will be rebranded as Lake Beulah Golf Course for the 2025 season.
“While we’re sad to see the current name go, it has caused confusion, and many in the local community and surrounding areas don’t realize the course is open to the public,” said Bruce. “We hope this change will better reflect our commitment to welcoming everyone and building a strong community connection through golf.”
The Bruce family has set a goal of restoring the course to 18 holes by the summer of 2026, weather permitting, with additional amenities in the works. While it’s a lot of hard work, seeing people enjoying themselves again makes it all worth it. They’re not just bringing back a golf course – they’re breathing life into a cherished community hub.
“The most rewarding part of this revitalization isn’t just seeing the golf course take shape – it’s also hearing from people who come out, thank us for reopening, and share their memories of playing here years ago,” said Collett.
As families gather for Friday fish fries and other events, and golfers of all ages navigate the course, the spirit of the property is being restored, and new memories are being made, one golf swing – or old-fashioned – at a time.
