Dragons’ Den personality Peter Jones has expanded his business portfolio by acquiring the American Golf chain. Known for his passion for golf, Jones, who boasts an eight handicap, has struck a deal to purchase the struggling retailer, which operates over 80 stores, from private equity firm Endless.
This new addition to Jones’ diverse business ventures includes his ownership of Jessops, a camera chain acquired in 2013, and investments in companies like Levi Roots’ Reggae Reggae Sauce brand.
Remaining as the sole original Dragons’ Den judge since the show’s debut on BBC in 2005, Jones continues to make strategic business moves. American Golf, the leading specialized golf retailer in the UK and Ireland with an annual turnover close to £135 million, faced financial challenges, reporting a nearly £5 million loss for the fiscal year ending January 2025.
The company attributed its financial struggles to exceptional costs related to store closures, leases, and layoffs. Despite this, excluding these costs, American Golf managed to achieve a £2.2 million profit. The firm acknowledged a decline in golf participation levels in 2024, with industry statistics showing an 8% decrease in rounds played due to adverse weather conditions in the UK. The UK golf retail market also experienced a contraction of about 2.5% during that period.
However, the business saw an improvement in trading in the latter half of the year, driven by favorable weather conditions and robust gifting sales leading up to the Christmas season. Acquired by Endless in 2018, American Golf currently employs over 1,000 individuals and operates a network of more than 80 physical stores in the UK and Ireland, along with an online presence. Reports of the deal first surfaced via Sky News on Monday.
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, echoed Jones’ sentiments, stating, “Joining forces with Peter Jones and his Investment Group marks an exciting new chapter for American Golf. It will enable us to continue to accelerate our growth strategy, and further our ambition of becoming the ultimate one-stop destination for everything a golfer requires. At the same time, I would like to thank Endless for their support, custodianship, and investment over the past eight years.”