R
iding a wave of growing membership numbers and increased influence in the golf industry, the Association of Golf Merchandisers will hold its annual AGM Retail Conference on Tuesday, Jan. 21 prior to the start of the PGA Show in Orlando, Florida. The full-day event will include education sessions, keynote addresses, networking opportunities and, new for 2025, hands-on interactive workshops focused on key areas critical to golf retail success.
“As we approach 900 members and nearly 200 vendor partners, the AGM stands as a cornerstone of the golf retailing industry,” says Jennifer Morton, who will be overseeing her second AGM Retail Conference since being named CEO in 2023. “Our 2025 event is an opportunity for golf retailers to recharge, innovate and lead. By offering education, inspiration and networking, we hope to empower professionals to elevate their businesses in new and exciting ways.”
Once again, education sessions run throughout the day and will be divided into three categories – merchandising, marketing and management – giving AGM members a chance to zero in on their areas of interest. Highlights include “Mastering the Art of Display: A Workshop Challenge” led by Alecia Lane and Tracy Edgemon; “The Little Workshop of Big Golf Promotions” led by Ken Morton Jr.; “Retail Reality Check: Retailing in a Post-Pandemic World” led by Leigha Turner; and “Style, Strategy and Trends: Golf Retail in 2025,” a live podcast with Marty Hackel and Justine Gray.
The first keynote speaker this year, Ben Lorenzen, is the Creative Director at Champions Run in Omaha, Nebraska, specializing in member engagement, technology, marketing, creativity and enhancing member experiences. His address, “All Grown-Ups Are Pirates,” will focus on rediscovering one’s inner child and bringing excitement into the daily routines that come with adulthood. A keynote will also be delivered by Dan Holman, CEO and Director of Retail Planning at Canadian Retail Solutions, where he specializes in marketing, inventory planning and customer- driven sales management. Holman will discuss evolving consumer expectations during the shopping experience and how to compete with major chains and e-commerce giants by focusing on expertise, niche product lines and superior customer service.
“Ben Lorenzen’s keynote promises to be transformative, encouraging attendees to find passion and fun in their work, while Dan Holman offers actionable insights that will drive immediate impact for golf retailers,” Morton notes.
Following the AGM Retail Conference, members are invited to attend the annual AGM Product Preview Reception, where they will get a first look at fall 2025 collections from 100 AGM vendor/ partners. This event features drinks and light appetizers, fostering networking opportunities in a smaller, more intimate setting and giving members a chance to check out the latest offerings from industry leaders and newer brands in advance of the Show.
“Our Product Preview Reception is a standout event that perfectly complements the scale of the PGA Show,” Morton adds. “It provides a relaxed, yet productive space for buyers to connect with vendors, discover emerging trends and build excitement for the days ahead. This evening captures the spirit of what the AGM is all about: helping retailers and vendors thrive through meaningful connections and thoughtful preparation.”
This page is an ongoing feature in PGA Magazine that highlights best practices from the Arizona-based Association of Golf Merchandisers. The AGM has approximately 850 members – including PGA of America Professionals, buyers and merchandisers.