High-stakes February: Peter Jones buys American Golf, contractor takes over club, and a business rates warning

From a landmark retail acquisition by a Dragons’ Den star to the unconventional move of a maintenance contractor turning club operator, we round up the three biggest stories shaping the golf industry in February — including a looming tax hike that could hit golfers’ pockets.

A celebrity businessman has acquired one of golf’s biggest brands

The UK’s leading golf retailer, American Golf, has been acquired by a group led by Dragons’ Den star and entrepreneur Peter Jones CBE.

Jones has a history of revitalising retail brands and is a keen golfer.

What might be particularly interesting is that Jones’ tech background, via his firm PJ Investment Group, could mean that he will start integrating AI-driven swing analysis and digital membership perks into the American Golf ecosystem.

A supplier to golf clubs has bought a golf club

Last month we reported on a supplier to golf clubs – Husqvarna – sponsoring the British Masters, something that is quite rare.

Now another company has gone a step further.

GT Groundcare, a company that carries out golf course maintenance, is now running a club!

It has taken full operational control of Ardeer Golf Club and earmarked more than £200,000 for infrastructure, agronomy and facility improvements.

“Ardeer has struggled to take the course to the next level,” said GT Groundcare managing director George Taggart. “Our focus is on building the right infrastructure for the future through planned investment, improved maintenance practices and a clear development strategy.”

Be prepared for business rates changes

A golf consultancy has warned that some UK golf clubs will be hit by a huge rise in business rates in April – in some cases more than doubling.

Smith Leisure analysed several golf venues and found that, for example, one golf hotel in south east England will see its rateable value rise from £235,000 to £625,000, while a driving range in south west England will see its rateable value increase by more than 600 percent this year to nearly £100,000.

As one commentator says: “We are all trying to grow golf participation, but someone will have to pay for these increases, and it will ultimately be the golfer.”