American Golf has today [February 4] been acquired by the investment group of Jessop’s owner and Dragon’s Den star Peter Jones for an undisclosed fee.
Jones’ investment group purchased the specialist golf brand from British private equity firm Endless LLP. American Golf has over 80 bricks-and-mortar stores across the UK and Ireland employing over 1,000 staff and last reported annual turnover of more than £135m.
Endless LLP bought the golf retailer in a rescue deal back in 2018. It appointed corporate financers from Alvarez & Marsal to handle a sale of the business back in 2025.
Peter Jones said: “Golf has always been a personal passion of mine, so acquiring American Golf feels especially meaningful. 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.”
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. At the same time I would like to thank Endless for their support, custodianship and investment over the past eight years.”
Endless LLP managing director David Isaacs said: “We are incredibly proud of American Golf’s evolution over the past eight years and to see it go from strength to strength with a clear trajectory for future growth.”
Peter Jones’ investment group was advised on the deal by Reed Smith and Grant Thornton.
American Golf adds to Jones’ current investment portfolio, which includes ecommerce platform Localised and Levi Roots’ Reggae Reggae Sauce brand.
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