Peter Jones, renowned from Dragons’ Den, has expanded his business portfolio by acquiring the American Golf chain. A passionate golfer with an eight handicap, Jones has sealed a deal to purchase the struggling retailer, which boasts over 80 branches and was previously owned by private equity firm Endless.
This latest addition joins Jones’ diverse business ventures, which include Jessops, a camera chain he acquired in 2013, and investments in companies like Levi Roots’ Reggae Reggae Sauce brand. As the sole remaining original Dragons’ Den judge from the show’s debut on the BBC in 2005, Jones continues to solidify his entrepreneurial presence.
American Golf, the leading specialist golf retailer in the UK and Ireland with an annual revenue nearing £135 million, faced financial challenges as revealed in recently published accounts. Despite incurring losses of nearly £5 million in the year ending January 2025, primarily due to exceptional costs related to store closures and redundancies, the firm managed to generate a profit of £2.2 million excluding these one-time expenses.
The company acknowledged a decline in golf participation levels in 2024, citing an 8% reduction in rounds played during the first half of the year attributed to adverse weather conditions across the UK. However, trading performance improved in the latter half of the year, buoyed by favorable weather conditions and robust gifting sales leading up to the Christmas season.
Acquired by Endless in 2018, American Golf currently employs over 1,000 personnel and operates more than 80 physical stores in the UK and Ireland alongside its online retail arm. Speculation of the acquisition deal was initially reported 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, 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 partnership will facilitate the acceleration of our growth strategy and advance our goal of being the ultimate one-stop destination for all golfing needs. We extend our gratitude to Endless for their support, stewardship, and investments over the past eight years.”