Peter Jones - the entrepreneur best known for his long-running role on Dragons’ Den - is reportedly in advanced talks to acquire American Golf, one of the UK’s largest specialist golf retailers. The potential deal would see Jones add another major consumer-facing brand to his business portfolio, nearly eight years after American Golf was rescued by private equity firm Endless.
Jones, a passionate golfer with a reported handicap of eight, is no stranger to investing in high-street names. He took over photography retailer Jessops back in 2013 and currently holds stakes in a variety of ventures, including the e-commerce platform Localised and the Reggae Reggae Sauce brand founded by Levi Roots.
His interest in American Golf appears to be more than just a business move - it’s personal, too. Jones has been a regular at the Alfred Dunhill Championship, signaling a genuine connection to the sport.
Industry sources say Jones is especially focused on expanding American Golf’s online footprint, with an eye on boosting digital sales - a smart play in a retail environment that continues to shift toward e-commerce. The company currently operates around 80 stores across the UK, giving it a strong brick-and-mortar presence that could serve as a foundation for a more robust omnichannel strategy.
American Golf has been under the ownership of Endless since 2018, when the private equity firm stepped in with a rescue deal. But in recent months, the company’s future has been under review.
Last summer, advisors from Alvarez & Marsal were brought in to explore a sale, and now it appears a deal could be on the horizon - possibly as soon as this week. While financial details haven’t been disclosed, Jones is believed to have expressed interest in the acquisition several months ago.
Beyond the boardroom, Jones has made a name for himself as a champion of entrepreneurship. Through his charitable foundation, he’s raised tens of millions of pounds to support young people in business. And as the only original Dragons’ Den investor still on the show since its 2005 debut, he’s become a familiar figure to audiences across the UK.
If the deal goes through, it would mark another significant chapter in the evolution of American Golf - a brand that’s weathered ownership changes and market shifts, and now appears poised for a new era under the guidance of a hands-on entrepreneur who knows both business and the game.