Dragon’s Den star Peter Jones has expanded his business empire by acquiring the American Golf chain. Jones, an avid golfer with a handicap of eight, has finalized a deal to purchase the struggling retailer, which operates over 80 branches, from its private equity owner, Endless.
This acquisition adds to Jones’ diverse portfolio of business interests, which includes the camera chain Jessops that he acquired in 2013 and investments in brands like Levi Roots’ Reggae Reggae Sauce.
As the sole remaining original Dragons’ Den judge from the show’s debut in 2005, Jones continues to be a prominent figure in the business world. American Golf, the leading specialist golf retailer in the UK and Ireland, boasts an annual turnover of nearly £135 million.
Despite its financial challenges, with reported losses of approximately £5 million for the year ending January 2025, American Golf managed to secure a profit of £2.2 million when excluding exceptional costs related to store closures and other operational expenses. The golf industry saw a decline in participation levels in 2024 due to adverse weather conditions, resulting in a drop in rounds played and a contraction in the UK golf retail market.
However, the business reported improved trading performance in the latter half of the year, attributed to favorable weather and strong sales during the Christmas period. Employing over 1,000 staff and operating both physical stores and an online platform, American Golf has been a key player in the golfing community.
Expressing his enthusiasm for the acquisition, Jones emphasized his personal connection to golf and the brand’s significance within the golfing community. Nigel Oddy, the chief executive of American Golf, welcomed the partnership with Jones’ Investment Group as a pivotal moment for the company’s growth strategy and its goal of becoming a comprehensive destination for golf enthusiasts.
Oddy also expressed gratitude to Endless for their support and investment over the past eight years. The news of this deal was first disclosed by Sky News on Monday, marking a significant development in the business landscape.