Dragons’ Den personality Peter Jones has expanded his business portfolio by acquiring the American Golf chain. Known for his passion for golf and playing with a handicap of eight, Jones has struck a deal to purchase the struggling retailer with over 80 branches from its private equity owner, Endless.
This acquisition adds to Jones’ diverse business ventures, ranging from Jessops camera chain acquired 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 in 2005 on the BBC, Jones has maintained his presence in the hit TV series.
American Golf, the leading specialist golf retailer in the UK and Ireland, boasts an annual turnover close to £135 million. Yet, recent financial reports revealed a loss of nearly £5 million for the year ending January 2025, following a £5.5 million deficit the previous year. The business attributed these losses to one-off costs related to store closures, leases, and staff redundancies. Excluding these exceptional expenses, the company generated a £2.2 million profit.
Acknowledging a decline in golf participation levels in 2024, American Golf cited an 8% drop in rounds played during the first half of the year due to adverse weather conditions across the UK. The UK golf retail market also contracted by approximately 2.5% during this period. However, trading improved in the latter half of the year, boosted by favorable weather conditions and robust gifting sales ahead of Christmas.
Endless had acquired American Golf in 2018, which currently employs over 1,000 people and operates more than 80 physical stores in the UK and Ireland in addition to its online presence. Speculations about the deal surfaced following a report 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 beginners to seasoned players – and has played an important role in the UK golf community for decades.”
Nigel Oddy, CEO of American Golf, echoed Jones’ sentiments, remarking, “Joining forces with Peter Jones and his Investment Group marks an exciting new chapter for American Golf. It will enable us to continue to accelerate our growth strategy and further our ambition of becoming the ultimate one-stop destination for everything a golfer requires. I also extend my gratitude to Endless for their support, custodianship, and investment over the past eight years.”