Peter Jones, known for his role on Dragons’ Den, has expanded his business portfolio by acquiring the American Golf chain. A golf enthusiast himself with an eight handicap, Jones has finalized a deal to purchase the struggling retailer, which boasts over 80 branches, from its private equity owner, Endless.
This acquisition adds to Jones’ diverse business interests, including the camera chain Jessops, acquired in 2013, and investments in brands like Levi Roots’ Reggae Reggae Sauce. As the sole remaining original Dragons’ Den judge from the show’s inception in 2005 on BBC, Jones continues to make strategic business moves.
American Golf, a prominent specialist golf retailer in the UK and Ireland with an annual turnover close to £135 million, faced financial challenges as recent accounts revealed losses of nearly £5 million in the year ending January 2025, following a £5.5 million loss the previous year. The company attributed these losses to various one-off costs related to store closures, leases, and layoffs, but excluding these, it generated a profit of £2.2 million.
The business acknowledged a decline in golf participation in 2024, reporting an 8% decrease in rounds played due to adverse weather conditions. Despite these challenges, the company saw improved trading in the latter part of the year, driven by favorable weather and robust gifting sales during the holiday season.
Endless had purchased American Golf in 2018, and the company currently employs over 1,000 individuals across its 80+ physical stores in the UK and Ireland, in addition to its online presence. Speculation about the deal was initially disclosed by Sky News.
Expressing his enthusiasm for the acquisition, Jones stated, “Golf has always been a personal passion of mine, so acquiring American Golf feels especially meaningful.” Nigel Oddy, the CEO of American Golf, also welcomed the partnership with Jones’ Investment Group, emphasizing the opportunity for continued growth and evolution of the brand within the golfing community.
Oddy expressed gratitude to Endless for their support and investment over the past eight years, as the transition to Jones’ ownership marks an exciting new chapter for American Golf.
