Dragons’ Den personality Peter Jones has expanded his business holdings by acquiring the American Golf chain. An avid golfer with an eight-handicap, Jones has finalized a deal to purchase the struggling retailer, which boasts over 80 stores, from its current private equity owner, Endless.
This acquisition adds to Jones’ diverse portfolio of businesses, including the camera chain Jessops, acquired in 2013, and investments in brands like Levi Roots’ Reggae Reggae Sauce.
As the sole original Dragons’ Den judge remaining from the show’s debut on BBC in 2005, Jones continues to make strategic business moves. American Golf, the leading specialist golf retailer in the UK and Ireland with an annual turnover nearing £135 million, faced challenges as indicated by recent financial reports.
Recent accounts revealed a significant loss for the year ending January 2025, following a prior year loss of £5.5 million. The company attributed this loss to various one-off expenses related to store closures, leases, and staff redundancies. Excluding these costs, American Golf managed to achieve a profit of £2.2 million.
The company acknowledged a decline in golf participation levels in 2024, with industry data showing an 8% decrease in rounds played during the first half of the year, partly due to adverse weather conditions. Despite these challenges, American Golf experienced improved trading conditions in the latter half of the year, buoyed by favorable weather and strong holiday sales.
Endless, the previous owner, acquired American Golf in 2018, and the company currently operates over 80 physical stores in the UK and Ireland, alongside its online presence. Speculation about the acquisition surfaced following reports 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, also shared his optimism about the partnership with Peter Jones, highlighting the opportunity for continued growth and the aspiration to become the go-to destination for all golfing needs. Oddy extended gratitude to Endless for their support and investment over the past eight years.