Entrepreneur and Dragons’ Den star Peter Jones has expanded his business portfolio by acquiring the American Golf chain. Known for his love of golf and playing off an eight handicap, Jones has finalized a deal to purchase the struggling retailer, which boasts over 80 branches, from private equity firm Endless.
This latest addition complements Jones’ diverse business ventures, ranging from the acquisition of camera retailer Jessops in 2013 to investments in brands like Levi Roots’ Reggae Reggae Sauce. As the sole remaining original Dragons’ Den judge since the show’s inception on BBC in 2005, Jones continues to grow his business empire.
American Golf, the prominent specialist golf retailer in the UK and Ireland with an annual turnover nearing £135 million, faced financial challenges as recent accounts revealed losses of nearly £5 million for the fiscal year ending January 2025. These losses were attributed to exceptional costs related to store closures, leases, and staff redundancies. Excluding these one-off expenses, the company reported a profit of £2.2 million.
Acknowledging a decline in golf participation levels in 2024, American Golf cited an 8% decrease in rounds played during the first half of the year, influenced by adverse weather conditions across the UK. Despite a 2.5% contraction in the UK golf retail market during the same period, the company noted an improvement in trading performance in the latter half of the year, driven by favorable weather conditions and robust festive sales leading up to Christmas.
Endless, which acquired American Golf in 2018, employs over 1,000 staff across its network of 80 physical stores in the UK and Ireland, in addition to its online presence. Rumors of the acquisition by Peter Jones were 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. It’s a brand that truly understands golfers of all levels and has been a pivotal part of the UK golfing community for years.” Nigel Oddy, the CEO of American Golf, welcomed the collaboration with Peter Jones and his Investment Group, marking a promising new chapter for the company’s growth strategy.
In a statement, Oddy expressed gratitude to Endless for their support, stewardship, and investment over the past eight years, as the company looks forward to leveraging the new partnership to enhance its position as a premier destination for golf enthusiasts.