Renowned entrepreneur Peter Jones, known for his role on Dragons’ Den, has expanded his business portfolio by acquiring the American Golf chain. A passionate golfer with an impressive handicap of eight, Jones has finalized a deal to purchase the struggling retailer, which boasts over 80 stores, from its current private equity owner, Endless.
This new addition to Jones’ diverse business interests, which include the camera chain Jessops acquired in 2013 and investments in brands like Levi Roots’ Reggae Reggae Sauce, further solidifies his entrepreneurial success. As the sole remaining original judge on Dragons’ Den since its inception on BBC in 2005, Jones continues to make strategic business moves.
American Golf, the leading specialist golf retailer in the UK and Ireland with an annual turnover approaching £135 million, faced financial challenges as revealed in recently published accounts. Despite incurring losses of nearly £5 million in the fiscal year ending January 2025 due to various operational costs, the company managed to generate a profit of £2.2 million when excluding exceptional expenses.
The business attributed part of its financial struggles to a decline in golf participation levels in 2024, reporting an 8% reduction in rounds played in the first half of the year, mainly due to adverse weather conditions across the UK. However, the company saw an improvement in trading in the second half of the year, driven by favorable weather conditions and robust gifting sales during the festive season.
With over 1,000 employees and a network of 80 physical stores in the UK and Ireland, alongside its online presence, American Golf was acquired by Endless in 2018. Speculations about a potential deal surfaced following reports by Sky News earlier this week.
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 cornerstone of the UK golf community for years.”
Nigel Oddy, the CEO of American Golf, also welcomed the partnership with Jones’ Investment Group, heralding it as a pivotal moment for the company’s growth strategy. Oddy extended his gratitude to Endless for their support and investment over the past eight years, signaling a positive outlook for the future of American Golf under the new ownership.