American Golf

In October 2018, Endless Fund IV acquired American Golf.

The Opportunity

American Golf has annual turnover of over £130 million and offers a comprehensive range of golf clubs, equipment, shoes and clothing, alongside custom fitting services and specialist in-store advice.

The business holds a unique position as the UK’s largest golf retailer and is a key route to market for all golfing brands across the world. It has been providing specialist expertise to golfers of all abilities for over 50 years.

The Impact

Immediately after acquisition, we supplemented the Management team with further recruits to support the growth of the business.

Endless supported the business with acquiring a number of brands, including Stromberg, Benross and Golfino, as well as securing a number of exclusivity agreements with other third-party brands, which was a key driver of the improvement in gross margin.

Investment was also made in stores with a refresh programme rolled out across the estate alongside significant investment into a handful of flagship stores and the ecommerce platform.

The Exit

In February 2026, Endless successfully completed the sale of American Golf to an investment group owned by Peter Jones.

Peter Jones, CBE commented:

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.

From an investment perspective, American Golf has the opportunity to become a global market-leading retailer because it has an extremely strong brand and a very loyal customer base. It aligns perfectly with our investment strategy of backing established businesses that have clear long-term growth potential, and I see a significant opportunity to invest in the brand, the customer experience and the way the business evolves to meet the needs of modern golfers. I’m excited to help build on its heritage and shape a strong, sustainable future for American Golf.

Nigel Oddy, CEO, American Golf, added:

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.