In a significant move that blends personal passion with business acumen, Dragons' Den stalwart Peter Jones has expanded his commercial empire by acquiring the prominent high street chain American Golf.
A Strategic Acquisition for the Veteran Investor
The longest-serving original judge from the hit BBC series Dragons' Den has finalised a deal to purchase the UK and Ireland's leading specialist golf retailer from its private equity owner, Endless. This acquisition sees Jones, a keen golfer reportedly playing off an eight handicap, take control of a business boasting more than 80 physical branches and a substantial online presence, employing over 1,000 staff.
Integrating a Passion into a Portfolio
For Jones, this purchase holds particular personal significance. "Golf has always been a personal passion of mine, so acquiring American Golf feels especially meaningful," he stated. "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." The chain will now sit alongside his other notable business interests, which include the camera retailer Jessops, acquired in 2013, and investments in brands like Levi Roots' Reggae Reggae Sauce.
Navigating a Challenging Retail Landscape
The acquisition comes at a pivotal time for the golf retail sector. American Golf's most recently published accounts revealed a challenging financial period, with the business reporting a loss of nearly £5 million for the year ending January 2025, following a £5.5 million loss the previous year. However, these figures were significantly impacted by a series of one-off costs related to store closures, lease agreements, and redundancies. Excluding these exceptional items, the company actually achieved an operating profit of £2.2 million.
The retailer also acknowledged broader industry headwinds, noting: "Golf participation levels softened in 2024, with industry data showing an 8% drop in rounds played during the first half of the year, reflecting the impact of extreme weather conditions across the UK. The UK golf retail market is estimated to have contracted by around 2.5% during this period." Despite this, trading showed signs of recovery in the latter half of the year, buoyed by improved weather and robust gifting sales in the crucial Christmas period.
Charting a New Course for Growth
American Golf's leadership has expressed optimism about the new ownership. Chief Executive Nigel Oddy commented: "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." He also extended thanks to Endless for their support and investment over the past eight years.
With an annual turnover just under £135 million, American Golf represents a substantial addition to Jones's portfolio. The deal, rumours of which were first reported by Sky News, underscores Jones's unique position as the only original Dragon to have remained on the show since its BBC debut in 2005, consistently translating his television persona into tangible business success.
