Dragons’ Den personality Peter Jones has expanded his business portfolio by acquiring the American Golf chain. An avid golfer with a reported handicap of eight, Jones has finalized a deal to purchase the struggling retailer, which boasts over 80 outlets, from its current owner, private equity firm Endless.
This latest addition to Jones’ diverse business ventures includes his ownership of 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 since the show premiered on BBC in 2005, Jones continues to make strategic business moves.
American Golf stands as the leading specialist golf retailer in the UK and Ireland, generating an annual turnover close to £135 million. Despite its strong position, recent financial reports reveal losses of nearly £5 million for the fiscal year ending January 2025, following a £5.5 million deficit in the previous year. The company attributes these setbacks to various one-off expenses linked to store closures, leases, and staff redundancies. Excluding these exceptional costs, American Golf managed to secure a profit of £2.2 million.
The company acknowledged challenges in 2024, noting an 8% decline in golf participation and a 2.5% contraction in the UK golf retail market due to adverse weather conditions. However, a turnaround occurred in the latter half of the year, driven by improved weather conditions and robust gifting sales during the festive season.
Endless 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. Speculation about the acquisition deal initially surfaced through reporting by Sky News.
Expressing his enthusiasm for the acquisition, Jones stated, “Acquiring American Golf holds special significance for me due to my personal passion for golf. The brand resonates with golfers of all skill levels and has been a cornerstone of the UK golfing community for many years.”
Nigel Oddy, the CEO of American Golf, shared his excitement about the collaboration with Peter Jones and his Investment Group, marking a promising new chapter for the company’s growth trajectory. This partnership aims to solidify American Golf’s position as the premier destination catering to all golfing needs, from beginners to seasoned players, while acknowledging Endless for their support and investment over the past eight years.