Dragons’ Den personality Peter Jones has expanded his business portfolio by acquiring the American Golf chain. Jones, an avid golfer with a handicap of eight, has struck a deal to purchase the struggling retailer, which boasts over 80 outlets, from private equity firm Endless.

This new addition complements Jones’ diverse business ventures, ranging from Jessops camera chain, purchased in 2013, to investments in brands like Levi Roots’ Reggae Reggae Sauce.

As the sole remaining original Dragons’ Den judge since the show’s inception in 2005 on the BBC, Jones continues to be a prominent figure in the entrepreneurial landscape.

American Golf, a prominent golf retailer in the UK and Ireland with an annual turnover nearing £135 million, faced financial challenges as revealed by recent financial reports. The company reported a loss of nearly £5 million for the fiscal year ending January 2025, following a £5.5 million loss in the previous year due to various one-off expenses related to store closures, leases, and workforce reductions. Excluding these exceptional costs, the firm managed to achieve a profit of £2.2 million.

The company acknowledged a softening in golf participation levels in 2024, with an 8% decrease in rounds played during the first half of the year, attributed to adverse weather conditions across the UK. Despite these challenges, the UK golf retail market experienced a contraction of approximately 2.5% during that period.

Improved trading performance was noted in the latter half of the year, driven by favorable weather conditions and robust gifting sales leading up to the Christmas season. American Golf, acquired by Endless in 2018, currently employs over 1,000 individuals and operates both physical stores and an online platform across the UK and Ireland. Reports of the acquisition were initially disclosed by Sky News earlier this week.

Expressing his enthusiasm for the acquisition, Jones emphasized his deep personal connection to golf and praised American Golf for its long-standing role within the UK golf community, catering to golfers of all levels.

Nigel Oddy, the CEO of American Golf, highlighted the partnership with Peter Jones as a significant milestone for the company, enabling them to advance their growth strategy and solidify their position as a comprehensive destination for all golfing needs. Oddy also expressed gratitude towards Endless for their support and investment over the past eight years.