In a significant move within the retail and sporting goods sector, renowned entrepreneur and Dragons' Den star Peter Jones CBE has led an investment group to acquire American Golf, the United Kingdom and Ireland's premier golf retailer. The deal sees the Warrington-based business transition from private equity investor Endless LLP, which had owned the company since 2018.
A New Chapter for a Golfing Giant
American Golf, established as a cornerstone of the UK golf community, boasts an impressive footprint with over 80 physical stores and a robust online platform. The company generates an annual turnover of approximately £135 million and employs more than 1,000 staff across its operations. This acquisition represents a strategic shift, with Peter Jones, a passionate golfer himself, stepping in to steer the brand forward.
Entrepreneurial Vision Meets Sporting Passion
Peter Jones, celebrated for his long-standing role on the BBC's Dragons' Den and its American counterpart Shark Tank, expressed his enthusiasm for the purchase. He highlighted that golf is a personal passion, making this acquisition particularly meaningful. Jones emphasised American Golf's deep understanding of golfers at all skill levels, from novices to experienced players, and its decades-long contribution to the sport's community in the UK.
In a statement, 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."
Leadership and Future Growth Prospects
Nigel Oddy, CEO of American Golf, welcomed the new ownership, describing it as an "exciting new chapter" for the company. He noted that partnering with Peter Jones and his investment group will accelerate the firm's growth strategy, aiming to establish American Golf as the ultimate one-stop destination for all golfing needs. Oddy also extended gratitude to Endless for their support and investment over the past eight years.
David Isaacs, Managing Director at Endless, reflected on the company's evolution under their stewardship, expressing pride in American Golf's strengthened position and clear trajectory for future growth. The transaction involved advisory support from multiple firms: Alvarez & Marsal, Addleshaw Goddard, and KPMG assisted American Golf and Endless, while Reed Smith and Grant Thornton advised Peter Jones and his investment group.
Implications for the Golf Retail Market
This acquisition underscores the dynamic nature of the retail and consumer landscape, particularly in niche sporting sectors. With Peter Jones at the helm, American Golf is poised to leverage his entrepreneurial expertise and personal commitment to golf, potentially enhancing its market dominance and customer offerings. The move also highlights ongoing investment interest in established UK brands with strong community ties and growth potential.
