What’s New in 2026
While the foundation for the PGA Show remains the same, there are new features this year that emphasize the game’s evolution and the desire to grow and expand into complementary areas which could ultimately benefit industry Show-goers. These include the enhanced Fitness, Health & Wellness Pavilion and expanded Racquet Sports at the PGA Show, which represent prime opportunities for golf facilities to expand their reach and increase revenues in the years to come.
“The dynamic in the golf industry has changed, as a lot of golf facilities are adding a fitness element and including pickleball and other racquet sports in their programming,” says Caroline Basarab, PGA, Director of Retail at Reynolds Lake Oconee in Greensboro, Georgia, and a two-time national Merchandiser of the Year for resort facilities. “This means changes in the product mix, as well, and these new elements at the Show will help PGA Professionals navigate the needs of their membership and how to address everything under one roof.”
The Fitness, Health & Wellness Pavilion, a nod to the growing emphasis on these areas at golf facilities across the world, 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. Show attendees can expect to see expanded education, new wellness solutions and cutting-edge products to help coaches enhance player performance and support facility operators in growing their businesses.
“The growth of the Golf Fitness, Health & Wellness Pavilion at the 2026 PGA Show is a powerful reflection of where the game is heading,” says Brian Williams, PGA of America Owner/Golf Coach at Mind Body Swing in Baton Rouge, Louisiana. “The integration of fitness, recovery and mindset is redefining how players train and how coaches like us approach development. It’s a sign that the industry is finally catching up to what we’ve been building at Mind Body Swing, a holistic model that develops the person not just the swing.”
At the same time, Racquet Sports at the PGA Show highlights the increasing synergy between golf and racquet sports, which continue to surge with tennis participation up 33 percent since 2020, pickleball showing 59 percent growth since 2022 and padel emerging as the world’s fastest-growing sport with over 25 million players. The new “show within a show,” populated by pickleball and padel courts, an education stage, an emerging brands area and the Racquet Product Zone & Café, will feature more than 50 vendors, live on-court demonstrations, partnerships with several influential racquet industry partners, education sessions and other special events. This marks a significant milestone in the evolution of the Show experience and recognition that multi-sport facilities have become essential to driving member engagement and generating new revenue.
Return Engagements
Among the events returning to the 2026 PGA Show is the always highly anticipated Demo Day, the world’s largest professional outdoor event of its kind featuring 70-plus top golf companies. This gathering allows golf industry professionals to test the latest equipment and technology; take part in coaching workshops, fitness sessions and club fitting experiences; and connect with industry leaders in a dynamic, hands-on outdoor golf environment.
Meanwhile, the business of golf is being driven by technological advances on and off the course, and the 2026 PGA Show will include the brands taking the game into the future. PXG is making its first appearance at the PGA Show, and will be joined by equipment leaders like Ping, Titleist, Mizuno and Bridgestone. The Range, formerly known as the Equipment Test Center, will feature more than 40 full swing hitting bays to allow attendees to hit shots and test equipment without leaving the PGA Show floor.
Beyond golf equipment, technology is making off-course play more popular than ever. Simulator and launch monitor companies like Foresight Sports, aboutGolf, Full Swing, FlightScope, GOLFZON America, High Definition Golf and Trackman will all be in attendance and providing hands-on demonstrations of their products. In addition, a number of technology vendors – such as Golf Genius, Jonas, ForeTees, Clubessential Holdings, Club Prophet and FLAGD – will be showcasing the ways their products can make the business of golf easier and more profitable for golf facilities.
The Retreat Stage at the far right end of the apparel section will be the site of two perennial favorites: the Fashion Show & Reception, a runway style presentation of standout styles and industry reception, held at the end of the Show’s first day, and the third annual PGA Show Winter Jam Concert – held on the eve of the final Show day – where the PGA Show community gathers to celebrate a productive week and launch the new business year with an after-hours concert experience featuring country music star Dustin Lynch.
“We’re bringing a little bit of Nashville energy to Orlando,” says Lynch, known for his breakout hit, “Cowboys and Angels,” plus nine other No. 1 hits.
Previous performers were country music star Jake Owen in 2024 and ’90s rock band Third Eye Blind last year.
“Winter Jam is always such a good time,” says Kelsey Jo Holsten, PGA, Golf Shop Manager at Monterey Peninsula Country Club in Pebble Beach, California. “After a long day on the Show floor, it’s the perfect place to relax, catch up with people and enjoy some great music. It reminds you how fun and connected this industry really is.”
Opportunities to Learn and Grow
2026 PGA Show attendees can also look forward to a wealth of programming across six Show floor stages; connecting with PGA of America leaders and industry executives in the PGA of America Hub; and experiencing the latest innovations in special featured areas such as The Retreat, Inventor’s Spotlight, Club Amenities Pavilion and New Product Zone.
PGA Show Education also returns with expanded content and new learning experiences designed to support career growth through PGA of America learning tracks in executive management, golf operations and teaching & coaching, as well as a golf industry track covering topics like emerging technology, merchandising, and career development. The four-day program features more than 80 sessions and workshops, with multiple sessions focusing on key areas like marketing strategies, culture & diversity, retail operations and member engagement. Each learning track offers actionable insights to help attendees grow their expertise, expand their net work and earn PGA of America Professional Devel opment Requirement (PDR) credits.
New to PGA Show Education this year are Lunch & Learn Keynote Sessions, where inspiring speakers will share personal development and leadership lessons in an interactive, conversational format, and a Golf Industry Bootcamp, an intensive series of workshops emphasizing merchandising mastery, operational excellence and strategic relationship development to deliver a modern, consumer-focused golf marketplace. Both these additions are designed to advance professional expertise and leadership across every sector of the golf industry.
Jared Henzlik, PGA, Director of Retail at Big Cedar Lodge in Ridgedale, Missouri, is a strong believer in PGA Education and will be teaching a session this year under the heading, Building Business Together: Strengthening Partnerships with Your Golf Retail Buyers and Partnering with Your Sales Reps for Stronger Results.
“The education sessions provide an opportunity to collaborate with other golf professionals, sharing tools we’ve acquired over time that relate to merchandising, in my case — but also to teaching and coaching, food & beverage and other areas of golf course operation,” says Henzlik. “It’s not just a way to earn credits, but to really listen to a lot of solid ideas you can bring back to your own facility, share with the team and put into practice.”
