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 finalized a deal to purchase the struggling retailer, which boasts over 80 outlets, from its private equity owner, Endless.
This latest acquisition adds to Jones’ diverse range of business ventures, which includes ownership of the camera retailer Jessops since 2013 and investments in brands like Levi Roots’ Reggae Reggae Sauce.
As the sole remaining original judge from the Dragons’ Den series launch in 2005 on BBC, Jones has maintained his presence on the hit TV show.
American Golf, the leading specialist golf retailer in the UK and Ireland with an annual revenue of nearly £135 million, faced financial challenges according to recently released financial reports. The company incurred a loss of close to £5 million for the fiscal year ending January 2025, following a £5.5 million deficit in the previous year. The losses were largely attributed to exceptional costs related to store closures, lease expenditures, and staff redundancies. Excluding these one-off costs, the company managed to achieve 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, influenced by adverse weather conditions across the UK. Market data suggested that the UK golf retail sector contracted by approximately 2.5% during that period.
Despite these challenges, American Golf experienced an upturn in business during the latter part of the year, benefiting from improved weather conditions and robust sales leading up to the Christmas holiday season. The acquisition of American Golf by Endless in 2018 resulted in a workforce of over 1,000 employees and a network of more than 80 physical stores in the UK and Ireland, alongside its online presence. Speculation about the deal was initially reported by Sky News earlier this week.
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 significant part of the UK golf community for many years.”
Nigel Oddy, the CEO of American Golf, commented on the new partnership with Peter Jones and his Investment Group, noting that it marks an exciting new chapter for the company and will support their growth strategy to become the ultimate destination for all golfing needs. Oddy also extended gratitude to Endless for their backing, stewardship, and investments over the past eight years.