By Lisa Goulian Twiste
When the curtain lifts this month on the PGA Show – golf’s largest and longest-running global business gathering – attendees from across the world will step into an event packed with high-impact business, education and networking opportunities.
The Jan. 20–23 gathering at Orlando’s Orange County Convention Center (OCCC) and Orange County National Golf Center will once again serve as the premier launchpad for the innovations shaping the $102-billion golf industry. This year’s experience is further elevated through new programming, refreshed branding and strengthened cross-industry partnerships that underscore the show’s momentum and the continued growth of the game.
“Each year, the PGA Show attracts some 30,000 industry professionals from around the world and features the latest innovations in golf equipment, apparel and technology from more than 1,000 of the game’s most recognizable brands and emerging small businesses,” says PGA of America President Don Rea Jr.”… Most importantly, it’s the ideal time to network, collaborate, strategize and share ideas that can drive the business and game to new heights.”
Organized by PGA Golf Exhibitions in partnership with the PGA of America, the 2026 PGA Show is expanding once again to host more than 1,000 exhibiting companies and brands, making it the “can’t miss” event of the year for those who make golf possible: PGA of America Golf Professionals, owners, vendors, AGM members and other leaders. All told, more than 30,000 golf industry professionals, including some 7,000 PGA Members and Associates, are expected to attend and experience the latest in products and services, connect with influential peers and increase business knowledge and skills.
“The strength of brand participation and the early enthusiasm from PGA of America Golf Professionals and buyers speak volumes about the health and vitality of the golf industry,” says PGA Golf Exhibitions Vice President Marc Simon. “The PGA Show continues to be a powerful reflection of that energy. It’s where the game’s leading companies launch new innovations, retailers and professionals discover what’s next, and the entire community comes together to shape the golf industry in the year ahead.”
Keep Coming Back for More
Now in its 73rd year, the PGA Show represents a prime opportunity for PGA of America Golf Professionals to gather with peers, experience the latest and greatest in golf equipment, apparel, accessories and services and enhance their knowledge through unparalleled learning opportunities. In fact, the Show offers so much “bang for your buck” that many consider it the event they can’t afford to miss, returning year after year.
Tim Fleming, PGA, Director of Golf at Oklahoma City (Oklahoma) Golf & Country Club, attended his first PGA Show in 2003 and hasn’t skipped one since. He brings six to eight staff members with him each year to learn, network and see what’s new in their areas of interest.
“I love this Show because everyone there cares about doing what is best for their shop,” Fleming says. “It’s terrific to catch up with others from around the country at the PGA Show, share ideas, make new friends and learn about new products.”
The 2026 PGA Show will mark the 16th for Nick Muller, PGA, Director of Golf at Country Club of Lincoln (Nebraska), who says the opportunity to see companies he wouldn’t otherwise be exposed to is a key reason for attending, along with networking and building relationships. Muller brings a group to the Show each year that includes merchandisers, PGA Directors of Instruction and PGA Assistant Professionals.
“Every young, aspiring golf professional needs to experience the PGA Show, both from a networking and business standpoint,” Muller says. “It’s a great opportunity for them to have the most vendors in one place so they can learn about anything exciting and new. We also try to get them ownership with picking out new products or bringing new ideas to our operation. This could be absolutely anything – from apparel, to accessories, to practice tee ideas.”
When Steve Smith, PGA, Director of Golf at Greystone Golf & Country Club in Hoover, Alabama, came to his first show in 1984, it filled the original West Hall of the convention center, spilling out into the hallways and across the street to what was then the Peabody Hotel.
“All in all, the PGA Show has always been a great event, and something I look forward to every year. It’s like a second Christmas.”
Trillium Rose, PGA, Director of Instruction at Woodmont Country Club in Rockville, Maryland, is also a veteran Show-goer, having attended her first event in 2006 – before she was even a PGA of America Member – and remaining grateful for those who took her under their wing when she was new to the industry. Woodmont Country Club believes so strongly in the Show that their group of attendees can total as many as 15 people, including several board members and even some newly hired employees.
“I always leave the Show brimming with inspiration and new ideas to implement, with a feeling I can start a new season with fresh energy and enthusiasm,” Rose says. “It’s my annual check-in, much like New Year’s Eve is a time for people to set resolutions. I use it to start fresh, evaluate what worked and what didn’t and determine how I want to move forward.”
