By Lisa Goulian Twiste, Senior Apparel Writer
Five years post-pandemic, golf continues to ride a wave of success – with annual rounds reaching new milestones, plus more women, young adults (18-34) and people of color entering and playing the game regularly. In addition, PGA of America Golf Professionals are reaping the benefits of increased club activity and more traffic in their golf shops.
“We have had another record year in the golf shop,” says Chris Rowe, PGA, Director of Golf at Whispering Pines Golf Club in Trinity, Texas, which increased revenues from $1.5 million in 2024 to an expected $1.9 million in 2025, with rounds remaining steady at about 15,000.
“We have numerous new courses being built in Texas, and there seems to be an excitement for golf like we haven’t seen since Tiger Woods came on the PGA TOUR.”
Golf shop sales at Whispering Pines have risen steadily since Rowe arrived in 2004, which he attributes to a number of best practices, including carrying members-only merchandise, recognizing the 10 best customers each year with a 20 percent-off coupon, selling collegiate merchandise and continuing to build corporate business. In terms of trends, he says T-shirts are on the rise in his golf shop, with sales especially strong among guests who visit with members.
“I’m not saying we are immune to a negative economy, but the members and their guests who visit don’t always look at prices,” he adds.
Dollars per round also increased significantly at The Philadelphia Cricket Club in Flourtown, Pennsylvania, even with materials price increases, says PGA of America Director of Golf Jim Smith Jr. The golf shop has done well with T-shirts, headcovers, classic shirt styles and, especially, hoodies. At the same time, sales have slowed somewhat on full-zip vests, print shirts, towels and leather goods. And while Smith has noticed great gains in lifestyle brands like lululemon and Ahead, space limitations don’t allow him to dabble too much into non-core categories.
In addition, Smith says he hasn’t noticed negative effects from perceptions about the economy, tariffs or political leanings and he remains cautiously optimistic about 2026.
“To a certain extent, great facilities that continually invest in capital projects and, just as importantly, in people by providing great experiences, are much more shielded from macroeconomic factors than other clubs,” Smith explains.
“I’m lucky to be at a club that is wholly focused on providing value to facility users, so concerns I have about policies on a macro level are tempered.”
John Fields, PGA of America Head Professional at Belmont (Massachusetts) Country Club, described 2025 as a “very successful season,” saying golf is at its most popular level with more women and juniors entering and staying with the game. The golf shop’s business at Belmont is being boosted by the variety of logo and branding applications companies are offering that allow clubs to expand their own brand and keep merchandise on their sales floor fresh and interesting.
“This is also true with respect to our outings business,” Fields says. “We can offer the same concepts to their brand, and AI is going to play a big role in expanding our vendors’ capabilities and allowing this trend to continue.”
Fields also points to the crossover between lifestyle and fitness, which he says are now almost indistinguishable. Clubs are becoming increasingly casual and more accepting of relaxed dress, which is being seen both in golf shops and on the course. This is opening the product mix to jackets, sweaters, belts and shoes that work on or off the course.
“I haven’t seen a direct impact from the economy at the cash register,” Fields notes. “Generally, people seem willing to spend on products they like. The consumer remains strong, and we believe that will continue over the next several years. We are moving forward with anticipation that 2026 will be another year of growth in our golf shop.”
It was an all-around successful 2025 at The Olympic Club in San Francisco, where tournaments were full, enthusiasm across generations led to the addition of both junior and adult programming, and excitement was at a peak when the club hosted the 125th U.S. Amateur Championship in August. And while members expressed concern about tariffs and their potential economic consequences, they continued to spend money in the golf shop, according to PGA of America Director of Golf Matt Jordan.
“This year (2025) proved to be the most profitable year our golf shop has ever seen. And it didn’t just stop at the golf shop: Our rounds were up, as well,” he says. “That doesn’t sound like a negative economy. We remain bullish.”
Jordan also points out his shop’s transition from classic golf apparel to more lifestyle wear, comparing it to the evolution of his own wardrobe.
“I was about as traditional as it came for a very long time.
I always had my shirts and slacks ironed and my teaching shoes polished,” he says. “But when the Ryder Cup was held at Whistling Straits (in 2021) and the U.S. Team came onto the scene with cashmere hoodies, my life and the lifestyle of golf drastically changed.
“Now I find myself wearing clean, athletic style shoes and a hoodie to work. Our shop continues to offer these pieces, with every company making a tremendous hoodie. And that Ralph Lauren cashmere hoodie is still a top seller.”
In 2025, Great Oaks Country Club in Rochester, Michigan, was up in golf shop sales (7 to 10 percent), rounds and overall participation for all segments of the membership – especially with women’s events. PGA of America Director of Golf Mark Maras says hoodies remain highly popular in the golf shop, as well as higher-end golf bags from Vessel, G/FORE, Ghost and Titleist (LINKSLEGEND), and Pukka hats with woven labels and retro raised embroideries.
“We have slowly been adding the right lifestyle pieces to our golf shop for men, but especially for women,” Maras says, pointing to the Rhone and TravisMathew women’s collections. “Adding club decorated long/short-sleeve tees from Holderness & Bourne and Anderson Ord with creative artwork has been a hit, as the upgraded quality of the material is very noticeable from a standard tee.”
Maras also remains bullish on 2026, saying, “The golf market in Michigan is as strong as I have seen it in my 28 years in the business, and I know most of the country is seeing the same results. This year, I believe we will see much of the same with new/beginner players playing more golf, which is a very healthy sign for the game and the industry as a whole.”
Additionally, Cherry Hills Country Club in Cherry Hills Village, Colorado, recorded record shop sales in a 2025 season marked by high participation, strong operational performance and meaningful member engagement. PGA of America Head Professional Bryan Nicholson points to the strength of equipment sales – particularly in the driver and iron categories – and increased investment in launch monitor technology and clubfitting.
Women’s and junior equipment lines are also experiencing increased interest at Cherry Hills, reflecting broader participation trends in the game, while apparel and footwear remain key drivers, with performance and lifestyle pieces also showing growth.
Nicholson also notes that members are increasingly seeking customization options in clubs, golf balls, golf bags and apparel, which has made personalized products a significant focus for his retail strategy.
“Many players are prioritizing tech-driven products and experiences over smaller purchases,” he adds. “Overall, the market is leaning toward high-performance, customizable and experience-focused offerings, and we continue to adapt our retail program to meet these evolving preferences.”
Regarding 2026, Nicholson remain “very optimistic” about the golf industry’s trajectory. He believes many clubs are in a strong financial position and continue to see robust demand and even waiting lists for membership.
“While there are some economic headwinds, the industry has consistently demonstrated resilience and adaptability,” explains Nicholson. “The surge in interest in golf that began during COVID has proven to have lasting impact, and I believe the industry is well-positioned to continue experiencing success across all areas – from retail and events to member experiences and golf travel. Overall, my outlook for 2026 is positive, and I’m excited for the opportunities ahead.”
Chet SikorskiCo-Founder, Turtleson
How would you describe 2025 in the golf industry in general?
Sikorski: It was a challenging, yet very rewarding year in the golf industry. We saw uncertainty with tariffs and the stabilizing of COVID’s golf boom, but we also saw new folks embracing golf who might not have previously been as involved in the sport, such as women, juniors and people with disabilities. While the business landscape continues to evolve, we are proud to see golf expanding its reach and welcoming more players than ever before.
What do you feel is the most significant trend in apparel right now?
Sikorski: We have seen two major trends emerging in the apparel space: the growth of versatile styles that wear well on and off the course, and the expansion of apparel options for female golfers. Golfers today are looking for clothing that can go where the day takes them – whether that’s to the office, the course or the 19th hole. And from a sustainability standpoint, they want to see less clothing waste, which means they expect more from each piece. Women have historically been forced to choose between pure athletic gear that lacks polish and flattering apparel that doesn’t perform on-course. We are excited to rise to the occasion and create quality womenswear that makes golf shop offerings both more inclusive and more stylish.
What are your hopes/expectations for Turtleson in 2026?
Sikorski: Turtleson plans to expand its footprint and its collections to reach more people on and off the golf course. We are confident in the momentum we built in 2025, and are excited to see even more turtle logos in golf shops this year.
Susi ProudmanFounder and CEO, Williams Athletic Club
Proudman: It’s been such an exciting past year for golf. The sport just keeps growing, especially within the private club space. There’s this new energy around it, as you’ve got younger players coming, people from different backgrounds and a real sense of community forming around the game. It’s less about tradition for tradition’s sake now, and more about connection – on the course, socially and even stylistically. Golf has become a lifestyle again, and that’s something really special to see.
Proudman: What’s interesting is that there are two quite distinct trends happening side by side. One is this “street-style” golf moment; it’s youthful, creative and a bit rebellious, and I think it’s great. People are having fun with it, which is what sport should be about. Then, on the other end, there’s a real movement toward elevated luxury – that quiet, low-logo timeless aesthetic. It’s refined, beautifully made and built to last. You’ve got this contrast between the buy now, wear now mindset and the invest now, wear forever approach. Both say a lot about where consumers are emotionally right now: They want freedom, but they also crave quality and longevity.
What are your hopes/expectations for Williams Athletic Club in 2026?
Proudman: For us, 2026 is about continuing to reach women who appreciate style, substance and a sense of confidence. Williams Athletic Club was built around the idea that performance apparel can be elegant – that you don’t have to choose between function and fashion. I hope more women discover us, fall in love with our pieces and feel that sense of empowerment that comes from dressing in something timeless and beautifully made. That’s really at the heart of what we do.
Anne BroholmCEO, Ahead
Broholm: 2025 was a year of continued momentum and evolution in the golf industry. Participation levels remain strong, with younger and more diverse players entering the game. Golf continues to expand beyond the traditional course with simulator play, off-course venues and lifestyle integration keeping the game relevant and accessible year-round. Recent stats from the National Golf Foundation cite that 44 percent – so almost half – of the population is aware of golf. The industry feels optimistic and positive heading into 2026.
Broholm: Golf is increasingly seen as part of a lifestyle, not just a weekend hobby for a select few. The blending of performance and lifestyle continues to define golf apparel, and there is an increased acceptance regarding what is on-course appropriate. With the ever-expanding demographics of those enjoying the game, today’s trends in golf apparel are as diverse as the groups playing. If I had to speak to one trend, I’d say golf apparel continues to adopt a more casual, lifestyle approach.
What are your hopes/expectations for Ahead in 2026?
Broholm: We’re excited to build on the strong momentum of 2025. In 2026, our focus remains on continuing to innovate in design, decoration and customization. These are areas where Ahead has long set the standard. The response to our new ornamentation techniques introduced over the past year has been outstanding, and we’re eager to continue that innovation. We’re also looking forward to the upcoming PGA Show, where we’ll debut our refreshed booth – a dynamic space that highlights our creative strengths and showcases the full scope of our capabilities. Ultimately, our goal is to stay true to what sets Ahead apart: a commitment to quality, creativity and an authentic connection to the game.
