Dragons’ Den personality Peter Jones has expanded his business portfolio by acquiring the American Golf chain. A known golf enthusiast with a reported handicap of eight, Jones has struck a deal to purchase the struggling retailer, which boasts over 80 outlets, from private equity firm Endless.
This move adds to Jones’ diverse business ventures, ranging from his ownership of camera retailer Jessops since 2013 to investments in brands like Levi Roots’ Reggae Reggae Sauce. Among the original Dragons’ Den judges, Jones is the sole member who has maintained his position 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 market prominence, recent financial reports revealed consecutive losses, with a near £5 million deficit for the fiscal year ending January 2025 following a £5.5 million loss the previous year. The company cited substantial one-off expenses related to store closures, leases, and layoffs as primary contributors to these losses. Excluding these exceptional costs, American Golf managed to secure a profit of £2.2 million.
The company acknowledged a softening in golf participation levels in 2024, with an industry-wide 8% decline in rounds played during the first half of the year, attributed to adverse weather conditions across the UK. The UK golf retail sector experienced an estimated contraction of around 2.5% during this period.
However, trading performance improved in the latter half of the year due to favorable weather conditions and robust gifting sales leading up to the holiday season. Acquired by Endless in 2018, American Golf currently employs over 1,000 individuals and operates more than 80 physical stores in the UK and Ireland in addition to its online presence. Speculation surrounding the acquisition deal was initially reported by Sky News on Monday.
Expressing his enthusiasm for the acquisition, Jones remarked, “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 chief executive of American Golf, stated, “Joining forces with Peter Jones and his Investment Group marks an exciting new chapter for American Golf. It will enable us to continue accelerating our growth strategy and further our mission of becoming the ultimate one-stop destination for all golfing needs. I would like to extend my gratitude to Endless for their support, stewardship, and investment over the past eight years.”