11:43 pm - February 4, 2026
An investment group led by entrepreneur and Dragons’ Den star Peter Jones has acquired American Golf from private equity firm Endless LLP in a deal that marks a new ownership chapter for the UK’s largest golf retailer. The Warrington-based company operates more than 80 stores across the UK and Ireland, employs over 1,000 people, and generates annual revenues of £135 million, according to the announcement.
Endless LLP purchased American Golf in 2018 and has now exited the business after eight years of ownership. Financial terms of the transaction were not disclosed by either party.
Peter Jones Brings Golf Passion to American Golf Acquisition
Jones, a CBE who is best known for his appearances on BBC’s Dragons’ Den and the US show Shark Tank, said the acquisition holds personal significance due to his passion for the sport. The entrepreneur stated that American Golf is a brand that understands golfers at all levels and has played an important role in the UK golf community for decades.
The deal brings together Jones’s business acumen and his personal interest in golf. The retailer serves both beginner and experienced players through its extensive store network and online platform.
Growth Strategy Under New Ownership
American Golf CEO Nigel Oddy said the partnership with Peter Jones and his investment group will enable the company to accelerate its growth strategy. Additionally, Oddy stated the acquisition will further the company’s ambition of becoming the ultimate one-stop destination for everything a golfer requires.
Oddy thanked Endless for their support, custodianship, and investment over the past eight years. The outgoing private equity owner guided the golf retailer through a period of expansion and operational development.
David Isaacs, managing director at Endless, expressed pride in American Golf’s evolution during their ownership period. According to Isaacs, the company has gone from strength to strength with a clear trajectory for future growth under the new leadership.
Advisors on the American Golf Transaction
The transaction involved multiple advisory firms on both sides. American Golf and Endless received advice from Alvarez & Marsal for corporate finance matters, Addleshaw Goddard for legal support, and KPMG for tax considerations.
Meanwhile, Peter Jones and his investment group were supported by Reed Smith for legal matters and Grant Thornton for financial and tax advice. The deal structure reflects the significant scale of the golf retail business and its market position.
The UK golf retail sector has seen renewed interest as participation in the sport increased in recent years. However, the industry faces ongoing challenges from online competition and changing consumer shopping habits.
American Golf operates physical stores alongside its e-commerce platform, positioning itself as a hybrid retailer in the sporting goods market. The company’s extensive network of locations across the UK and Ireland provides both sales points and service centers for golfers.
The parties have not announced specific timelines for strategic initiatives or expansion plans under the new ownership structure. Details about potential store openings, digital investments, or operational changes are expected to emerge as Jones’s investment group implements its vision for the golf retailer’s future development.
