ORLANDO, Fla. The 2026 PGA Show (January 20-23) magnified one specific word — rebirth. This year’s show, the 73rd rendition, sent a clear message that the sport’s behemoth merchandising event still resonates meaningful relevance.
The annual gathering was ground zero for over 34,000 industry professionals hailing from 90 countries and all 50 US States. The Orlando-based event marked the 40th consecutive year hosted at the colossal Orange County Convention Center.
The broader golf industry creates roughly $102 billion in revenues. Under the roof of the convention center was ground zero for several days including professionals, owners, retailers, manufacturers, innovators, entrepreneurs and media.
After the global pandemic the PGA Show was cancelled for one year and the slow process in rebounding led many to question whether the viability of such events could be resurrected to the glory of past years.
The 2026 show was an unquestionable resurrection.
The “buzz” is back
While exact numbers are difficult to specifically pinpoint, the number stated by RX Global, the event organizers, was that the 2026 event marked the second consecutive year for record attendance since 2009.
What was clear to me was the palpable energy emanating throughout the event schedule. The PGA show covered 1.1 million square feet of exhibition, demonstration and meeting space across the OCCC’s West Building. Encompassing more than 10 miles of show aisles the event marked my 35th time in attendance and the general euphoria was aided by a rich diversity of show elements all created to provide an impactful connection for those in attendance.
Resuscitating a stale event was certainly a needed element in recapturing the core purpose of any trade show — the mandatory need to be present and seeing firsthand the rich brew of people inhabiting the golf lane.
The event featured 1,195 participating brands, representing market leaders, veteran manufacturers and emerging companies entering the golf marketplace, all showcasing thousands of new innovations in equipment, technology, fashion, training aids and golf-related services.
Industry professionals in attendance included more than 8,200 PGA of America Golf Professionals, LPGA Professionals and international PGA Professionals, alongside more than 1,300 VIP buyers representing 910 facilities and retailers. Collectively, these VIP buyers brought approximately $975 million in purchasing power and nearly $2.4 billion in retail sales potential to the Show.
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* “Each year, the PGA Show sets the direction for the golf business worldwide,” said PGA Show Vice President Marc Simon. “From product launches and education to partnerships and networking, the Show provides energy and confidence for the season ahead.“The growth we saw in 2026 reflects an industry that is evolving, innovating and investing in the future.”* |
Staid game gets a refreshed look for the 21st century
Reflecting the evolution of the sport and its business, the 2026 PGA Show debuted a refreshed brand identity aligned with the PGA of America’s modern brand direction.
The updated look delivered a clean, contemporary aesthetic across Show signage, digital platforms and on-site experiences, reinforcing the PGA Show’s role as a forward-looking industry platform while supporting expanded programming, new partnerships and emerging sectors across the golf and golf-adjacent marketplace.
On a broader level beyond Orlando, the bandwidth of the sport is now going beyond a total over-reliance on how matters were handled previously. The embrace of tradition has often been celebrated to the point of excess. Changing times necessitate a much-needed desire to chart new courses of action – no pun intended — while still maintaining those vital connections that have endeared many to golf.
Education, connection and industry evolution
Education remained a cornerstone of PGA Show Week, with a record-setting Education Program that included 80+ core education sessions across executive management, teaching and coaching, golf operations and retail, complemented by 50+ complimentary industry presentations across seven Show Floor stages. The educational programming delivered the most comprehensive professional development slate in PGA Show history.
Networking and community were on full display throughout the week, from the outdoor Demo Day at Orange County National Golf Center on January 20 to signature events such as the Fashion Show & Reception and the packed Winter Jam Concert featuring country music headliner Dustin Lynch, as well as countless meetings and gatherings across the Show Floor and beyond.
The evolution of the PGA Show continues to mirror how facilities, professionals and consumers are engaging with the game. New partnerships with FIBO (fitness), IGTM (travel), RSPA, USTA and PTR (racquet sports) introduced expanded expertise and business opportunities in golf-adjacent sectors, reflecting the increasingly multi-sport, lifestyle-driven nature of modern clubs and facilities.
What lies ahead?
Unquestionably, a positive spirit coming from the PGA Show was delivered. However, lasting momentum is not assured when underlying stubborn anchors still remain present.
Tthe sport is rapidly evolving. A new generation of players is moving the long-time connection with Baby Boomers towards the rear-view mirror lane. Will the newest generation of players match and exceed what’s been achieved? The jury remains out on that specific question but what the 2026 PGA Show demonstrated is real possibilities are now being developed and implemented for more impactful results.
Can the actual face of the sport be truly multi-racial and multi-ethnic? The clear demographic present in Orlando was that white reliance still remains the core connector.
The desire to “grow the game” has been a talking point for many of the major golf organizations for a number of years and while progress has been made – the need for even more efforts and verifiable claims remains a work in progress.
The socio-economics of the sport still remain a vexing challenge.
Additionally, the economics of those selling whatever products produced is mostly tied to those with the deepest of pockets. Golf still remains cost prohibitive to larger population segments. Those within the industry have acknowledged that reality and are seeking ways to overcome a barrier that remains vexing.
When the cost of a single driver exceeds $600 and when the expense of a polo shirt reaches $150 the mindset of industry can easily believe that cherry picking off only the top 1-2% is worthy of time and effort.
Innovations are now much quicker in coming forward. Just a few years back, the role of simulators was only in its infancy. That has changed dramatically as the comprehensive nature of such products in concert with enhanced computer tie-ins, has now provided an entertainment connection embraced by a next generation of players who engage with golf beyond an actual course visit.
Potholes remain yet positive possibilities within reach
The PGA Show highlights the grandeur of the sport. All of the eye-catching newness on display. However, the pressing concerns of slow play, spiraling costs tied to the game and the lack of meaningful instruction reaching beyond the well-connected are still ever present.
All of the pomp and circumstance does not alter that base reality.
Nonetheless, golf remains a favorite recreational pursuit for millions globally. The zest for new mechanisms to support existing players and entice new ones was a central focus point for those presenting in Orlando.
Those involved with the annual PGA Show realized remaining in place would only mean a continued retreat where the only result is irrelevance.
The golfer of today is similar to past generations in a number of respects. However, the manner by which golf is consumed and enjoyed has been aided by the collective brainpower of a range of contributors determined to gain trust and loyalty. That grand bargain is ever negotiable. And, most importantly, must be nurtured for continued growth.
The 2026 PGA Show marks a remarkable rebirth. Where many saw a dead-end street just a few years back has now pivoted to a promising pathway where old-time ideals are now being reinvigorated into a more impactful reality.
The process is only beginning – but as the old Chinese proverb said so succinctly — “A journey of a thousand miles begins with a single step”
Those gathering in Orlando saw a dimension where urgency and innovation were on display.
Yes indeed — a 73-year-old PGA Show is older but ever wiser.
All images courtesy of the PGA Show
