The 2026 PGA Show (officially the PGA Merchandise Show), held in Orlando, Florida from 20–23 January 2026 at the Orange County Convention Center, was a major success, drawing massive crowds and reflecting golf’s ongoing post-pandemic boom. The event featured over 1,000 exhibitors, extensive hands-on demos (including The Range performance centre), educational sessions, and a packed show floor focused on innovation in equipment, apparel, technology, and course operations.
Here are the key takeaways:
- Heavy Emphasis on Technology and Actionable Intelligence — Technology dominated the show, with a shift toward “actionable intelligence” rather than raw data collection. This includes AI-driven coaching tools, advanced simulators, performance analytics, and tech-integrated equipment that provide practical insights for players and coaches. Many exhibitors showcased how tech is evolving to make golf more accessible and performance-oriented.
- Golf Personalisation and Customisation — A major trend was “making golf your own,” with increased focus on custom fittings, personalised gear, grip adjustments, and bespoke experiences. Brands highlighted ways for golfers to tailor equipment and style to individual preferences, moving away from one-size-fits-all approaches.
- Collaborations, Limited Editions, and Apparel Buzz — Collabs and limited-edition releases were everywhere, particularly in apparel and accessories. Brands like LinkSoul, RLX Ralph Lauren, and others drew attention with fresh 2026 collections. There was also a surge in premium, niche apparel and quirky or standout products that blended style with performance.
- Hands-On and Experiential Focus — The show felt more interactive than previous years, with larger demo areas, live testing (e.g., at The Range), and a premium emphasis on trying equipment. This “hands-on” vibe helped buyers and attendees engage directly with innovations from major brands like Titleist, PXG, Scotty Cameron, Bettinardi, Mizuno, Yonex prototypes, FootJoy, and Vessel Golf.
- Industry Growth and Optimism — Golf’s continued expansion was evident in the scale of the event—more brands, bigger booths, and strong attendance. Discussions touched on facility management tools, revenue platforms, and player development. Rumours swirled about PGA of America leadership changes (e.g., CEO search), but the overall mood was positive about golf’s momentum.
- Standout Products and Goofy/Quirky Highlights — Media roundups spotlighted cool new clubs, putters, apparel lines, and oddball pitches. Editors noted refinement over revolution in many categories, with established brands returning strongly and innovation centring on practical improvements.
