Peter Jones, known for his role on Dragons’ Den, 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 operates over 80 branches and was previously owned by private equity firm Endless.
This acquisition adds to Jones’ diverse range of business ventures, including the ownership of Jessops camera chain since 2013 and investments in brands like Levi Roots’ Reggae Reggae Sauce. Among the original Dragons’ Den judges, Jones is the sole remaining member from the show’s debut on BBC in 2005.
American Golf, the leading specialist golf retailer in the UK and Ireland with an annual turnover close to £135 million, faced financial challenges as revealed in recently published accounts. The company incurred losses of nearly £5 million in the fiscal year ending January 2025, following a £5.5 million deficit in the previous year. These losses were attributed to various one-off expenses related to store closures, leases, and staff redundancies. Excluding these exceptional costs, the company reported a profit of £2.2 million.
The company acknowledged a decline in golf participation levels in 2024, citing an 8% reduction in rounds played due to adverse weather conditions across the UK. Despite this, the business experienced improved trading in the latter half of the year, driven by favorable weather conditions and strong gifting sales leading up to the holiday season. American Golf, bought by Endless in 2018, currently employs over 1,000 individuals and operates a network of more than 80 physical stores in addition to its online platform. Reports of the impending deal were initially disclosed by Sky News.
Expressing his enthusiasm for the acquisition, Peter Jones emphasized his long-standing passion for golf and the significance of American Golf within the golfing community, catering to players of all skill levels. Nigel Oddy, the chief executive of American Golf, welcomed the collaboration with Peter Jones’ Investment Group as a pivotal moment for the company’s growth strategy, aiming to solidify its position as the go-to destination for all golfing needs. Oddy also expressed gratitude to Endless for their support and investment over the past eight years.