Dragons’ Den personality 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 has struck a deal to purchase the struggling retailer, which boasts over 80 outlets, from private equity firm Endless.
This latest addition joins Jones’s diverse range of business ventures, including Jessops camera chain acquired in 2013 and investments in brands like Levi Roots’ Reggae Reggae Sauce. Remaining as the sole original Dragons’ Den judge from the show’s debut on BBC in 2005, Jones continues to solidify his presence in the business world.
American Golf, the leading specialist golf retailer in the UK and Ireland, generates an annual revenue of nearly £135 million. Despite recent financial challenges, the company reported a loss of close to £5 million for the fiscal year ending January 2025, largely attributed to exceptional costs related to store closures and operational adjustments. Excluding these one-off expenses, the firm managed to achieve a profit of £2.2 million.
The company acknowledged a decline in golf participation levels in 2024, with an 8% decrease in rounds played during the first half of the year due to adverse weather conditions across the UK. Although the UK golf retail market contracted by approximately 2.5% during this period, American Golf saw improved performance in the latter half of the year driven by favorable weather conditions and robust sales leading up to the holiday season.
Endless, which acquired American Golf in 2018, employs over 1,000 individuals and operates a network of more than 80 physical stores in the UK and Ireland in addition to its online platform. Speculation about the acquisition deal was initially revealed by Sky News earlier this week.
Expressing his excitement about 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 beginners to seasoned players – and has played an important role in the UK golf community for decades.”
Nigel Oddy, the CEO of American Golf, commented, “Teaming up with Peter Jones and his Investment Group marks a new and exciting chapter for American Golf. This collaboration will empower us to advance our growth strategy and realize our vision of becoming the ultimate one-stop destination for golf enthusiasts. We are grateful to Endless for their support, stewardship, and investment over the past eight years.”