American Golf has been acquired by entrepreneur and investor Peter Jones and his investment group, following a sale by private equity firm Endless LLP.
The transaction completed on 3 February 2026. Financial terms of the deal have not been disclosed.
American Golf is the UK and Ireland’s largest specialist golf retailer, generating annual turnover of approximately £135 million. The business operates more than 80 physical stores across the UK and Ireland alongside its online platform and employs over 1,000 people across its omnichannel operation.
Endless acquired American Golf in 2018 and has overseen the business through a period of stabilisation and growth. The private equity firm said the sale marks the next stage in the retailer’s development.
Peter Jones CBE said the acquisition was driven by both personal passion and long-term commercial opportunity.
“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.”
He added that the business had significant potential beyond its current footprint.
“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.”
Jones also highlighted plans to invest further in the business.
“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, welcomed the change in ownership and paid tribute to Endless’ role in the business.
“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,” he said.
“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 the firm was proud of the progress made during its ownership.
“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 & Marsal (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).
