Given his experience with the camera chain, analysts anticipate he will focus on pushing American Golf into services such as custom fitting and coaching, along with an intensified focus on e-commerce. Read more:"Golf has always been a personal passion of mine, so acquiring American Golf feels especially meaningful," Mr Jones said. "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. According to Endless, American Golf currently employs more than 1,000 people across its physical and online operations and is generating annual turnover of £135 million.

Source: The Herald February 05, 2026 14:32 UTC