Reimagine the business, then reimagine golf

In 2018, Endless LLP acquired a failing, low margin retail business needing urgent restructuring. ILG is now delivering year-on-year double digit growth.


We're reimagining golf as a game for everyone everywhere. Underpinned by sound financial management, we continue to be Europe's biggest retailer, with brands encompassing clubs, clothing, equipment, leisure, hospitality and more.


Transforming American Golf into ILG

After reducing operating costs, renegotiating store leases, closing unprofitable stores and consolidating warehousing operations, the business was ready to tee off with the implemention of a five-year strategic business plan. We acquired leading golf brands, starting with Stromberg in September 2019, and later signing a 10-year pan-European licence for Greg Norman clothing. The transformation continued with the addition of Rife, Benross and Golfino in 2020. The acquisition and creation of a number of brands and leisure sites led us to create ILG as the holding company for our portfolio.  

Building on the original brand's heritage, we have:

  • 01

    Transformed discount warehouse-style outlets into an immersive, technology-driven retail experience with broad appeal.

  • 02

    Continued to expand our e-commerce channels through American Golf and Online Golf in the UK and Europe.

  • 03

    Opened the first of many technology-driven golf ranges at Wythall, Birmingham and Family Golf and Leisure Centres at Hemingford Abbotts, Cambridge.

  • 04

    Created new flagship American Golf stores at Europe’s busiest driving ranges in New Malden and at Manchester’s Trafford Centre.

  • 05

    Developed an Adventure Golf concept, appealing to families and all age groups, located on our leisure sites.

  • 06

    Created the Il Corso Café and Sports Lounge concept as part of the leisure site concept.

  • 07

    Developed a European-based wholesale business to sell our brands B2B.

  • 08

    This is a test for Abi

the future

Where next?

We are shooting for a pan-European future, driving profitability through inclusivity. We aim to maximise the prominence of our online retail, apparel and equipment brands, while broadening our appeal to the family market via driving ranges, Adventure Golf centres and more.

We are constantly expanding our retail, ecommerce and leisure portfolio. Read our latest news from across the group here.