American Golf sold to investor group led by Dragons’ Den’s Peter Jones

American Golf, the UK and Ireland’s largest specialist golf retailer, has been acquired by an investment group led by entrepreneur and Dragons’ Den judge Peter Jones. The business was bought from private equity firm Endless LLP, which had owned it since 2018. Financial terms were not disclosed.

Transaction snapshot
Completion was confirmed on 04/02/2026. The deal transfers ownership of American Golf’s omnichannel retailer, comprising 80+ stores across the UK and Ireland plus an online operation. American Golf reported annual turnover of £135m ($262.1m).

• Deal value: N/A (not disclosed)

• Deal multiples: N/A

• Deal type: Acquisition (secondary sale from private equity owner Endless LLP to an investor group led by Peter Jones)

• Investors: Peter Jones-led investment group

Jones said the acquisition was “especially meaningful” given his personal interest in golf, describing American Golf as a brand that supports golfers across experience levels and has long-standing relevance in the UK golf community.

American Golf CEO Nigel Oddy said partnering with Jones and his investment group will support the retailer’s growth strategy and its ambition to become a “one-stop destination” for golfers.

American Golf operates an omnichannel model, with more than 80 stores alongside online sales, and employs more than 1,000 people.

Sky News previously reported Jones had shown interest in the business for several months, with industry sources suggesting he wanted to further develop American Golf’s online presence and sales.

American Golf sells equipment from major brands including Garmin and TaylorMade.