The 2025 PGA Show brought many PGA of America Golf Professionals back to the days before the pandemic when aisles were bustling with the leaders in golf promoting their wares and engaging in conversation to grow the game of golf, as well as the industry itself. Add to that the resurgence in the sport that we’ve enjoyed since 2020, and this year’s event was back and bigger than ever.
PGA of America Golf Professionals have a laundry list of reasons for heading south every third week of January - be it technology, trends in apparel, the latest teaching and coaching philosophies, reconnecting with colleagues or simply to load up on PDRs that must be completed by this June. Whatever your rationale, we hope it was a good week, filled with conversation and special events that sent you back to your club motivated and excited for the new year.
We asked several PGA of America General Managers for their perspective on the Show. With a diverse list of responsibilities at the GM level, there are a plethora of goals and objectives on the GM’s agenda when planning his or her trip to Orlando. Let’s learn about some of them here.
“I visit the PGA Show every year, as it is very convenient for me to go. It’s only 10 minutes from our facility,” explains Alex Forsyth, the PGA of America Assistant General Manager and Director of Sales and Marketing for Walt Disney World Golf (Operated by Arnold Palmer Golf Management). “I normally bring my assistant to experience the show and network with industry professionals. Together, we look for new ideas from the services and products being showcased.
“The PGA Show is an opportunity to reconnect with friends and colleagues while also continuing education and keeping up-to-date with industry trends and emerging technology, products and equipment. The seasonality of the golf market here in Florida puts us in a very different place than those in the northern states in January. However, attending the show allows us to reconnect with our existing suppliers and partners and be introduced to new organizations from which our facilities and guests might benefit.”
While Forsyth enjoys a ten-minute drive to the PGA Show, David Conforti, the PGA of America General Manager and COO at Palo Alto Hills Golf & Country Club makes the trip from Northern California. He attends the PGA Show annually, typically with his Director of Golf and at times with their Merchandise Manager or Director of Instruction.
“I ask our Director of Golf to develop a list of objectives for us to focus on, given it’s easy to get distracted on the Show floor or by the educational and networking opportunities,” Conforti says. “This year we are initiating a hole-in-one program for our membership, so we sought out moderately-priced, though impactful, acknowledgments to give to members who score an ace. In addition, as we made great strides with our practice facilities presentation in 2024, we sought additional ideas to upgrade even more and came away with a couple of initiatives that we will follow through with this year. Finally, other goals included ideas for member-guest prizes, locker room supplies, par 3 yardage signage, more creative headwear iconography and online tee time booking system upgrades.”
Everyone goes with certain objectives in mind, but Conforti’s list is as diverse as we’ve seen. From locker room supplies to online booking system upgrades!
“Attending the PGA Show starts with community,” he adds. “It's an opportunity to reengage with fellow PGA colleagues during networking events, educational seminars and on the Show floor. If we consider the clubs we manage to be communities, then our members AND our staff can appreciate the value of those connections. On the operations side of golf and hospitality, there is arguably no finer display than at the PGA Show. From there, the idea generation and innovation taken away from the expo and the other gathering opportunities are priceless.”
Back East, no one would blame Joe Bock for heading to Orlando each January if not just to escape his Buffalo, New York winters. Bock, the PGA of America Director of Golf/Head Golf Professional at Seneca Hickory Stick Golf Course in Lewiston, New York, says the PGA Show has become an annual event for him and is essential for staying ahead of trends and innovations in the golf industry. While he typically travels with his spouse and patrons from his facility, he sometimes invites team members, depending on the priorities of that year and their specific roles.
“My primary objectives this year included attending the Merchandiser of the Year, PGA Magazine and AGM conferences, deepening industry connections and identifying technology solutions to enhance operations at my facility,” Bock tells us. “The PGA Show exceeded my expectations in all these areas, as I discovered several promising tools and strategies that align with our mission to grow the game at every level.”
Although not the GM at Seneca Hickory Stick, Bock, the 2024 Western New York PGA Section Youth Player Development Award winner, understands that the PGA Show is essential for maintaining his leadership edge. It provides a platform to gain insights, learn from industry leaders and strengthen partnerships that are critical to the success of his facility.
He adds, “The knowledge and relationships gained from attending the Show help drive strategic decisions throughout the year. Whether it’s adopting new technologies or leveraging best practices, the event sets a positive tone for the season and ensures that I’m prepared to elevate our operations and member experience. The 2025 PGA Show was particularly notable for its emphasis on sustainability and innovation. I also appreciated the collaborative spirit among vendors and PGA of America Golf Professionals, which demonstrates that our industry continues to thrive through shared passion and dedication.”
Returning to the Sunshine State, we were fortunate to chat with Rob Oosterhuis, the PGA of America General Manager/COO at Royal Palm Yacht & Country Club in Boca Raton. Oosterhuis attends the PGA Show every year and was joined this year by his Director of Golf, Head Golf Professional, Merchandiser/Buyer and one member of their golf staff who is looking to advance his professional development. Besides being an effective and efficient way for them to see many products and vendors, Rob cites the value of the bonding time for him and his team.
“The Show never disappoints,” he says. “Each year my team and I have slightly different goals. Apparel is almost always on our list – looking for trends, finding unique items and meeting the needs of our membership. Over the past few years, we have been looking more and more at technology platforms and making sure that we make informed choices that meet our programming needs.”
Oosterhuis, a recent addition to the Club Management Association of America Board of Directors, says attending the Show is important for him as a GM. It means staying abreast of the latest golf trends, networking with vendors and colleagues, recruiting staff (an opportunity often missed by many clubs) and continuing his education. He enjoys seeing how the game is trending, not just in the U.S., but globally (GREAT POINT!!). He considers the inspiration and motivation gained at the Show to be under-appreciated, though that has been more impactful at the 2025 Show than mentioned in previous years.
As a leader, Oosterhuis says, “The PGA Show allows me to better support our PGA and retail staff first and foremost. It also allows me to give feedback and thoughts to the team as they plan and strategize for our retail business. It’s not just about this year, but about building foundation upon foundation for long-term success and sustainability. It’s been almost 25 years since my first show and each year I gain more valuable insights and information about the game and our business.”
As our PGA GMs look forward to the rest of 2025, there is still excitement lingering that will be put into action for millions of golfers across the country.
“The Show provides inspiration at a time of year when, for some, it may be hard to find,” Conforti added. “On the heels of the holidays and with the enormity of the full year ahead, the timing seems just right to help kickstart the year with energy, ideas and inspiration. Upon returning to my facility, I feel even more promise for the year ahead.”
“For anyone who hasn’t attended, you should arrange for the annual pilgrimage to Orlando’s Orange County Convention Center, and dedicate all four days to experiencing as much of the Show as you can handle,” Forsyth from Disney adds. “Bring your good walking shoes - you’ll wear the soles right off of them, as it is MASSIVE! You’ll only get out of the show what you put into it. Plan ahead with appointments, meetings and educational seminars, but also leave plenty of time to simply browse the aisles. You never know what treasures you might find along the way!”