Peter Jones, a prominent figure on Dragons’ Den, has expanded his business portfolio by acquiring the American Golf chain. Jones, known for his passion for golf with a reported handicap of eight, has finalized a deal to purchase the struggling retailer with over 80 outlets from its private equity owner, Endless.
This acquisition adds to Jones’ diverse business interests, including his ownership of Jessops camera chain since 2013 and investments in brands like Levi Roots’ Reggae Reggae Sauce. As the sole remaining original Dragons’ Den judge from the show’s inception on BBC in 2005, Jones has maintained his position over the years.
American Golf, the leading specialist golf retailer in the UK and Ireland, generates an annual turnover close to £135 million. However, recent financial reports indicate significant losses, with a nearly £5 million deficit for the fiscal year ending January 2025, following a £5.5 million loss in the preceding year due to various exceptional costs related to store closures, leases, and layoffs. Excluding these one-off expenses, the firm managed to achieve a profit of £2.2 million.
The company acknowledged a decline in golf participation levels in 2024, attributing it to adverse weather conditions that led to an 8% decrease in rounds played during the first half of the year. This resulted in an estimated 2.5% contraction in the UK golf retail market during the same period. Despite these challenges, the business experienced a turnaround in the latter half of the year, driven by improved weather conditions and robust holiday season sales.
Endless acquired American Golf in 2018, and the company currently employs over 1,000 individuals across its network of 80+ physical stores and online platform in the UK and Ireland. Speculations about the acquisition surfaced after reports by Sky News on Monday.
Expressing his enthusiasm for the deal, Jones stated, “Golf has always been a personal passion of mine, so acquiring American Golf feels especially meaningful. It’s a brand that truly resonates with golfers of all levels and has been a cornerstone of the UK golf community for decades.”
Nigel Oddy, the CEO of American Golf, commented on the partnership with Peter Jones’ Investment Group, envisioning it as a pivotal moment for the company to advance its growth strategy and solidify its position as the go-to destination for all golfing needs. He also extended gratitude to Endless for their support and investment over the past eight years.