Dragon’s Den star Peter Jones acquires American Golf

Endless exits Warrington-based group with 80 stores

An investment team led by Dragons’ Den star Peter Jones has bought golf retail giant American Golf from private equity investor Endless LLP.

Warrington-based American Golf is the UK and Ireland’s biggest golf retailer, turning over £135m and with more than 80 stores as well as an online offering. The business, which employs more than 1,000 people, was bought by Endless in 2018.

Now entrepreneur and keen golfer Peter Jones – best known for his long stint on BBC show Dragons’ Den and on its US equivalent Shark Tank – has taken control in what bosses say will mark an “exciting new chapter” for the sporting goods chain.

Mr Jones, who was made a CBE in 2009, 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.”

Nigel Oddy, CEO of American Golf, said: “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.”

David Isaacs, managing director at Endless, 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.”

American Golf and Endless were advised by Alvarez & Marsal (corporate finance), Addleshaw Goddard (legal) and KPMG (tax). Peter Jones and his investment group were advised by Reed Smith (legal) and Grant Thornton (financial and tax).