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 private equity firm Endless.
This acquisition further diversifies Jones’s business ventures, which include ownership of the camera chain Jessops since 2013 and investments in brands like Levi Roots’ Reggae Reggae Sauce. As the sole remaining original Dragons’ Den judge, Jones has been a fixture on the popular BBC series since its inception in 2005.
American Golf, the leading specialist golf retailer in the UK and Ireland, generates an annual revenue of nearly £135 million. Despite its strong market presence, recent financial reports show losses totaling almost £5 million for the fiscal year ending January 2025, following a £5.5 million deficit in the preceding year. The company attributed these losses to exceptional costs related to store closures, leases, and staff redundancies. Excluding these one-off expenses, American Golf recorded a profit of £2.2 million.
The company acknowledged a softening in golf participation levels in 2024, with industry data revealing an 8% decline in rounds played during the first half of the year due to adverse weather conditions across the UK. The UK golf retail sector experienced a contraction of approximately 2.5% during this period.
However, trading performance improved in the latter half of the year, driven by favorable weather conditions and robust gifting sales in the lead-up to the holiday season. Endless acquired American Golf in 2018, and the company currently employs over 1,000 individuals, operating both physical stores and an online platform across the UK and Ireland. Speculation about the acquisition was initially reported by Sky News on Monday.
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 novices to experienced players – and has been a cornerstone of the UK golf community for decades.”
Nigel Oddy, the CEO of American Golf, commented, “Partnering with Peter Jones and his Investment Group signifies a new chapter for American Golf. This collaboration will accelerate our growth strategy, advancing our goal of becoming the go-to destination for all golfing needs. We are grateful to Endless for their backing, stewardship, and investment over the past eight years.”
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