A new age will dawn for the PGA Show next month when a refreshed brand identity, new programming and significant cross-industry partnerships debut for the 2026 event.
The Orlando-based Show, being held Jan. 20–23 at the Orange County Convention Center (OCCC) and Orange County National Golf Center, is ex pected to showcase more than 1,000 brands on the bustling Show floor, enhancing its reputation as the premier launchpad for innovations shaping the $102-billion golf industry. In addition, a wealth of business, education and networking opportunities promise to make this event the most impactful yet.
Now in its 73rd year, the PGA Show brings together the people who make golf possible – PGA of America Golf Professionals, owners, vendors, industry leaders, AGM members, golf media and more – to shape the future of the game. Following last year’s largest event in 15 years, the 2026 PGA Show is expected to welcome more than 30,000 attending industry professionals, including some 7,000 PGA of America Members, to experience the latest in innovation, connect with influential peers and learn new business skills.
“As the largest annual gathering of PGA of America Golf Professionals, the PGA Show is a powerful moment when our members connect directly with the game’s top business influencers to set the course for the year ahead,” says PGA of America President and Master Professional Don Rea Jr., Owner/Operator of Augusta Ranch Golf Club (Arizona). “It’s behind the scenes at this event where our work begins to deliver better, more engaging playing experiences for golfers everywhere.” The 2026 PGA Show, which is organized by PGA Golf Exhibitions in partnership with the PGA of America, is introducing a refreshed identity that aligns with the PGA of America’s modern brand direction. The updated branding features a clean, contemporary look, complemented by new partnerships and expanded programming in emerging industry sectors. These enhancements reflect the event’s continued evolution as it drives the business of golf and supports the growth of the sport.
“This refreshed PGA Show signals a new era for our industry, one that’s defined in innovation, collaboration and the passion of PGA of America Golf Professionals shaping the future of the sport,” Rea adds.
New in 2026
Show-goers can expect several new features at the 2026 event that enhance the experience and celebrate some new directions for the golf industry.
Two of these – the Fitness, Health & Wellness Pavilion and Racquet Sports at the PGA Show – represent prime opportunities for golf facilities to expand their reach and increase revenues in the years to come.
“While the foundation of the event remains unchanged as a world-class destination for the business of golf, the PGA Show continues to expand into high-growth, golf-adjacent areas like golf fitness and racquet sports,” says PGA Golf Exhibitions Vice President Marc Simon. “The 2026 PGA Show is building upon a trusted legacy with the PGA of America while embracing the game’s continued evolution.”
The Fitness, Health & Wellness Pavilion captures the growing emphasis on these areas at golf facilities and includes continued collaborations with TPI (Titleist Performance Institute) and the Golf Fitness Association of America (GFAA), plus a new partnership with FIBO, the world’s leading fitness and wellness platform. This addition will deliver expanded education, new wellness solutions and cutting-edge products to help coaches enhance player performance and support facility operators in growing their businesses.
At the same time, Racquet Sports at the PGA Show – dubbed a “show within a show” – highlights the increasing synergy between racquet sports and golf. As multi-sport facilities become essential to driving member engagement and generating new revenue, Racquet Sports at the PGA Show will feature more than 50 leading brands, live demonstrations on padel and pickleball courts, partnerships with several influential racquet industry partners, education sessions and special events. The initiative creates valuable opportunities for golf professionals and facility operators to diversify offerings, attract new audiences and enhance business growth.
