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 reported handicap of eight, has struck a deal to purchase the struggling retailer, which boasts over 80 stores, from private equity firm Endless.
This latest addition joins Jones’ diverse range of business ventures, including his ownership of camera retailer Jessops since 2013 and investments in brands like Levi Roots’ Reggae Reggae Sauce. Among the original Dragons’ Den judges, Jones is the sole remaining member from the show’s inception on BBC in 2005.
American Golf, the leading specialist golf retailer in the UK and Ireland with an annual revenue close to £135 million, faced challenges as recent financial reports revealed losses nearing £5 million for the year ending January 2025. The company attributed these losses to exceptional costs related to store closures, lease expenses, and staff redundancies. Excluding these one-off charges, American Golf managed to secure a profit of £2.2 million.
The golf industry experienced a setback in 2024, with a notable 8% decline in rounds played during the first half of the year due to adverse weather conditions across the UK. Despite this, the business saw an upturn in performance in the latter half of the year, driven by improved weather conditions and robust gifting sales leading up to the Christmas 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 region, alongside its digital presence. Speculations about the acquisition surfaced following reports by Sky News earlier this week.
Expressing his enthusiasm for the acquisition, Jones remarked, “Golf holds a special place in my heart, making the purchase of American Golf particularly significant. The brand resonates with golfers of all skill levels and has been a cornerstone of the UK golfing community for years.”
Nigel Oddy, the CEO of American Golf, also shared his excitement about the partnership with Peter Jones and his Investment Group, seeing it as a pivotal moment for the company’s growth trajectory and its commitment to offering comprehensive services for golf enthusiasts. Oddy extended gratitude to Endless for their support and investment over the past eight years.