American Golf is acquired by an investment Group owned by Peter Jones.

Peter Jones and his investment Group has acquired American Golf, the UK’s largest golf retailer, from private equity investors, Endless LLP (“Endless”).

The sale completed on 3rd February 2026.

Peter Jones CBE has built over the last 40 years an enviable reputation for starting, growing and investing in businesses and due to his appearances on Dragons Den and Shark Tank in the US has become one of the world’s best known and respected entrepreneurs. He is known as “Mr Global” on Shark Tank in the US because of his interest and experience in growing businesses internationally.

American Golf is the UK and Ireland’s leading specialist golf retailer, with an annual turnover of £135 million. It was acquired by Endless in 2018 and currently employs more than 1,000 people across its omnichannel operation, which consists of more than 80 bricks-and-mortar stores in the UK and Ireland alongside its online offering.

Peter Jones CBE 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.

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 of American Golf, commented:

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.

David Isaacs, Managing Director at Endless LLP, said:

We are incredibly proud of American Golf’s evolution over the past eight years and to see it go from strength to strength with a clear trajectory for future growth.

American Golf and Endless were advised by Alvarez & Marsel (Corporate Finance), Addleshaw Goddard (Legal) and KPMG (Tax). Peter Jones and his investment Group were advised by Reed Smith (Legal) and Grant Thornton (Financial and Tax).

For more information about American Golf and Peter Jones, see americangolf.co.uk and Peter Jones CBE.