Who bought American Golf and from whom?

Dragons’ Den investor Peter Jones acquired American Golf from private equity firm Endless. The deal places a specialist retail brand under an operator known for hands-on turnarounds. Public terms were not disclosed. The focus now is on digital growth supported by services and better store execution across the UK network.

What is the core plan for Peter Jones American Golf?

The plan is an e-commerce turnaround paired with an omnichannel strategy. Priorities include faster site performance, stronger content, fittings and lessons tied to sales, click-and-collect, and improved inventory visibility. If execution lifts conversion, average order value, and repeat purchases, margins and cash generation should improve.

Why does this matter for UK retail M&A?

It suggests renewed appetite for buying underperforming but well-known retail assets. If American Golf shows progress on digital metrics, services, and margin mix, it could encourage more UK retail M&A. Investors will look for proof points such as better delivery times, stable pricing, and stronger customer reviews.

How could suppliers benefit from the turnaround?

Suppliers of clubs, tech, and apparel may see more predictable orders and better merchandising. Exclusive ranges, co-funded launches, and faster replenishment should gain priority. Clear data sharing on sell-through and returns will help planning. If fittings and click-and-collect scale, sell-through and customer satisfaction should rise.

What early metrics should we track?

Focus on online conversion rate, average order value, repeat purchase within 90 days, delivery speed, return rate, and review scores. In stores, look for more fitting bookings and higher attachment rates. If these improve for several months, the turnaround case strengthens and signals better cash generation.

Global Market Insights

February 20: Peter Jones Buys American Golf, Bets on E-Commerce Turnaround

ByDanny Kontos February 20, 2026February 20, 2026

Peter Jones American Golf is the retail story to watch in the UK this week. The Dragons’ Den investor has bought the golf chain from Endless and is betting on an e-commerce turnaround across 80+ stores. We break down why this matters for UK retail M&A, the digital plan that could lift margins, and how an omnichannel strategy may benefit suppliers and customers alike.