Entrepreneur and Dragons’ Den star, Peter Jones, has expanded his business portfolio by acquiring the American Golf chain. Known for his passion for golf, with a reported handicap of eight, Jones finalized a deal to purchase the struggling retailer with over 80 branches from private equity firm, Endless.
This acquisition adds to Jones’ diverse business ventures, which include ownership of Jessops camera chain 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, Jones has maintained a prominent presence in the business world.
American Golf, the leading specialist golf retailer in the UK and Ireland, boasts an annual turnover close to £135 million. Despite its financial success, recent financial reports revealed losses of nearly £5 million for the year ending January 2025, following a £5.5 million deficit in the prior year. The company attributed these losses to various one-time expenses related to store closures, leases, and layoffs, offsetting an underlying profit of £2.2 million.
The golf industry experienced a downturn in 2024, with a notable 8% decline in rounds played due to adverse weather conditions across the UK. This trend led to a 2.5% contraction in the UK golf retail market during the same period. However, improved trading conditions in the latter half of the year, driven by favorable weather and robust holiday sales, helped mitigate some of the challenges.
Endless purchased American Golf in 2018, and the chain currently employs over 1,000 individuals across its physical stores and online platform. Speculations regarding the acquisition were initially reported 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. It’s a brand that truly understands golfers – from novices to seasoned players – and has been a cornerstone of the UK golf community for decades.”
Nigel Oddy, the CEO of American Golf, also welcomed the new partnership with Peter Jones, highlighting the potential for continued growth and positioning American Golf as the premier destination for all golf enthusiasts. Oddy expressed gratitude to Endless for their support and investment over the past eight years.