Entrepreneur and Dragons’ Den personality, Peter Jones, has expanded his business portfolio by acquiring the American Golf chain. Known for his passion for golf with an eight handicap, Jones has finalized a deal to purchase the struggling retailer, which boasts over 80 outlets, from private equity firm Endless.
This acquisition adds to Jones’ diverse business ventures, including owning the camera chain Jessops since 2013 and investing in brands like Levi Roots’ Reggae Reggae Sauce. As the sole remaining original Dragons’ Den judge from the show’s debut in 2005 on BBC, Jones has maintained a prominent presence in the business world.
American Golf, the leading specialist golf retailer in the UK and Ireland, generates an annual revenue of nearly £135 million. Despite its financial challenges, recent financial reports revealed a loss of approximately £5 million for the fiscal year ending January 2025, attributed to costs associated with store closures and layoffs. Excluding these exceptional expenses, the company managed to achieve a profit of £2.2 million.
The golf industry experienced a downturn in 2024, with a notable 8% decrease in rounds played in the first half of the year due to adverse weather conditions across the UK. Despite these challenges, the market showed signs of recovery in the latter part of the year, aided by improved weather conditions and robust holiday season sales.
Nigel Oddy, the CEO of American Golf, expressed enthusiasm about partnering with Peter Jones and his Investment Group, marking a new chapter for the brand’s growth strategy. This collaboration aims to enhance American Golf’s position as the go-to destination for golf enthusiasts of all levels. Oddy also extended gratitude to Endless for their support and investment over the past eight years.
The potential acquisition of American Golf was initially reported by Sky News, fueling speculation in the business world. Jones emphasized the personal significance of this acquisition, citing his lifelong passion for golf and the brand’s longstanding presence in the UK golf community.