Dragons’ Den mainstay Peter Jones, CBE, and his investment group have acquired Warrington-based American Golf, the UK’s largest golf retailer, from private equity investors, Endless LLP, in a sale that completed today (4th February 2026.)
Jones 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 most 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.
Jones 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.”
Nigel Oddy, CEO of 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.”
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.”
Jones is the last remaining original Dragon on BBC One’s Dragons’ Den, where he has supported and mentored hundreds of early-stage businesses, helping them scale and succeed. Beyond television, he has founded, built and invested in companies spanning telecoms, retail, media, lifestyle brands and technology, and is a passionate advocate for entrepreneurship and enterprise having founded his own charitable foundation, The Peter Jones Foundation, that has provided over £20m of funding to support young entrepreneurs over the past 20 years.
