Dragons’ Den star and his investment group acquire UK retail giant American Golf

Entrepreneur Peter Jones CBE and his investment group have completed the acquisition of American Golf, the UK and Ireland’s largest specialist golf retailer, from private equity firm Endless LLP.

The transaction was completed on 4 February 2026, bringing to an end Endless’ eight-year ownership of the business.

American Golf is the leading omnichannel golf retailer in the UK and Ireland, generating annual revenues of £135 million and employing more than 1,000 staff. 

The business operates over 80 physical stores alongside a significant online presence and has been under Endless ownership since 2018.

Jones, one of the UK’s most recognisable entrepreneurs, has built a global reputation over four decades for founding and scaling businesses. 

Widely known for his roles on Dragons’ Den and Shark Tank US, where he is nicknamed “Mr Global”, Jones brings extensive experience in international growth and brand development.

"Golf has always been a personal passion of mine, so acquiring American Golf feels especially meaningful," said Jones. 

"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."

American Golf CEO Nigel Oddy welcomed the new ownership, describing the deal as the start of an exciting new chapter for the retailer.

"Joining forces with Peter Jones and his investment group will enable us to accelerate our growth strategy and further our ambition of becoming the ultimate one-stop destination for everything a golfer requires," said Oddy, while also thanking Endless for its support and investment since 2018.

Endless Managing Director David Isaacs added that the firm was proud of American Golf’s progress during its ownership and confident in the business’s future under new stewardship.

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