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 with over 80 stores from private equity firm Endless.
This latest acquisition adds to Jones’ diverse range of business ventures, including the camera chain Jessops, acquired in 2013, and investments in brands like Levi Roots’ Reggae Reggae Sauce.
As the only original Dragons’ Den judge to have remained on the panel since the show’s debut on BBC in 2005, Jones continues to make strategic moves in the business world.
American Golf, a prominent golf retailer in the UK and Ireland with an annual turnover close to £135 million, faced financial challenges in recent years. Despite reporting a near £5 million loss in the fiscal year ending January 2025, the company showed a £2.2 million profit excluding exceptional costs related to store closures and other expenses.
Acknowledging a softening in golf participation levels in 2024, the company attributed the downturn to adverse weather conditions. However, a turnaround was noted in the latter part of the year, bolstered by improved weather and strong holiday season sales.
Jones expressed his personal connection to golf and the significance of acquiring American Golf, emphasizing the brand’s role in catering to golfers of all levels for decades. Nigel Oddy, the CEO of American Golf, welcomed the partnership with Jones’ Investment Group as a pivotal moment for the company’s growth strategy.
The deal, initially disclosed by Sky News, signals a new chapter for American Golf, setting the stage for continued expansion and enhanced services for golf enthusiasts.