Dragons’ Den personality Peter Jones has expanded his business portfolio by acquiring the American Golf chain. Known for his passion for golf, Jones, with a handicap of eight, has finalized a deal to purchase the struggling retailer, which boasts over 80 branches, from its current private equity owner Endless.
This investment adds to Jones’ diverse business ventures, including the camera chain Jessops, acquired in 2013, and his stakes in companies like Levi Roots’ Reggae Reggae Sauce brand. As the sole original Dragons’ Den judge who has remained with the show since its inception in 2005 on the BBC, Jones continues to display his entrepreneurial prowess.
American Golf stands as the leading specialist golf retailer in the UK and Ireland, generating an annual turnover just below £135 million. Despite its prominence, recent financial reports reveal consecutive losses, with a near £5 million deficit for the year ending January 2025, following a £5.5 million loss in the previous year. These setbacks were primarily attributed to exceptional costs related to store closures, leases, and staff redundancies. Excluding these costs, the company managed to achieve a £2.2 million profit.
Acknowledging the challenges faced by the industry, American Golf highlighted a decline in golf participation levels in 2024, with an industry-wide 8% decrease in rounds played during the first half of the year, largely due to adverse weather conditions across the UK. The company noted a 2.5% contraction in the UK golf retail market during the same period.
However, the business saw a turnaround in the latter half of the year, benefitting from better weather conditions and robust gifting sales leading up to the Christmas season. Endless had acquired American Golf in 2018, and the retailer currently employs over 1,000 individuals across its network of 80+ physical stores in the UK and Ireland, in addition to its online presence. Reports of the acquisition 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 – from novices to experienced players – and has been a cornerstone of the UK golf community for many years.”
Nigel Oddy, the CEO of American Golf, commented on the new partnership with Peter Jones, stating, “Teaming up with Peter Jones and his Investment Group heralds an exciting new chapter for American Golf. This collaboration will facilitate our growth strategy and reinforce our goal of becoming the premier one-stop destination for all golfing needs. Additionally, I extend my gratitude to Endless for their backing, stewardship, and investments over the past eight years.”