Professionals from across the golf industry will gather this month in Frisco, Texas – Home of the PGA of America – to discover the latest fashion trends, attend immersive education sessions and enjoy exclusive after-hours networking opportunities at the 2025 PGA Buying Summit.
The Summit, to be held July 28–30 at the Omni Frisco PGA Resort & Spa, will give PGA of America Members, merchandiser/buyers and other important industry members a first look at the spring 2026 apparel and accessories collections shaping the future of the soft goods sector. Enjoying its third-straight year at this state-of-the-art golf destination, the Summit’s expanded mix of business and lifestyle experiences will give attendees their first and best opportunity to set a retail strategy in motion for next season.
The lineup of more than 170 exhibitors includes apparel companies such as Holderness & Bourne, Greyson, Dunning and johnnie-O, upstarts like A. PUTNAM, Melin and Greatness Wins and a number of retail brands making inroads into golf shops, including Blue Delta Jeans, TORI RICHARD and Birkenstock USA. The itinerary includes both scheduled ONE2ONE buying appointments as well as plenty of free time for PGA Professionals and buyers to explore expansive ballroom exhibits and discover unexpected treasures. The PGA Buying Summit provides a great overview of mostly golf’s soft goods segment, which continues to innovate with fabrications that keep golfers safe from the sun and comfortable across weather conditions, while presenting versatile collections that can be worn for golf, to the office and for other everyday activities. It’s all about combining lifestyle, performance and innovation to set the tone for what’s next in golf retail.
“Because the Summit is a smaller venue than the PGA Show in Orlando, it offers PGA Professionals and buyers a much more intimate, targeted approach to scoping out the latest and greatest in golf apparel and accessories,” says Emily Gifford, Director of Retail at Boca West Country Club in Boca Raton, Florida. “Through the ONE2ONE buying appointments, we are matched with new and emerging vendors who may not have local reps in my area and/or may not have attended our regional buying shows.”
Chris Bagley, Director of Sales at Holderness & Bourne, says his company looks forward to the Summit each summer as a way to introduce the upcoming spring line, which this year includes a new activewear category.
“Being centrally located, we’re able to see accounts from all over the country and world. From the Northeast to Mexico, our accounts make it a point to sit down with us to review our new spring line,” he says. “Plus, the facilities at PGA Frisco are truly impressive, making it a destination that both vendors and accounts enjoy visiting.”
2025 Buying Summit Education Sessions
Opportunities to learn and grow will abound during Monday’s education sessions at the Home of the PGA of America, a state-of-the-art learning environment equipped with modern classrooms, hybrid hitting and simulator bays, a short-game area with an indoor bunker, putting lab and full-size driving range. The full day of programming includes hands-on coaching workshops and executive insights from PGA of America leaders in such areas as Teaching and Fitting Putters, A Guide to a Golfer’s Improvement and Optimizing Golf Course Operations with Benchmarking Software.
To make the education component even more effective, PGA Professionals can choose among the three career tracks: Golf Operations, Teaching & Coaching and Executive Management. Also scheduled is a Town Hall by PGA of America President Don Rea Jr. and CEO Derek Sprague, as well as a panel discussion on Education and Employment Trends with the PGA Career Services Team.
In a separate learning opportunity, buyers, merchandisers, golf retail professionals and exhibiting brand representatives are invited to attend Golf Retail & Sales Strategy sessions, which are being held in classrooms in the Omni PGA Frisco Resort & Spa. Here, they can experience an exclusive series of retail-focused sessions designed to tackle critical challenges and emerging opportunities in golf merchandising and operations.
The retail education track – highlighted by presentations like Essential Tools for Thriving in Today’s Retail Landscape by The Boutique Hub Director of Retail Dane Cohen, and Reimagining Wellbeing, Leadership & Longevity by Something Major Golf CEO Randi Braun – has been designed to help attendees adapt to shifting consumer behaviors and economic trends, enhance purchasing confidence, accelerate sales and cultivate career satisfaction and work-life balance.
Fashion Show
After a day of education and meeting with top brands, Summit attendees are invited to the resort’s scenic Panther Creek Pavillion for the much-anticipated Fashion Show on Monday at 5 p.m., where models take to the runway in the latest standout pieces crafted to perform on and off the course. The event also features a reception, sponsored by VYBWEAR, that builds anticipation before the event and honors the People’s Choice Award winners in the areas of Best Dressed, Best Men’s Brand and Best Women’s Brand afterward. Attendees are promised a vibrant atmosphere filled with upbeat music, refreshing drinks, light appetizers and opportunities to connect with industry leaders, designers and peers.
This year’s confirmed lineup includes 70degrees, A. PUTNAM, Blanco Clothing, Blue Delta Jeans, Clique Golf, Crossover Golf, Emyvale Golf, Famara Inc., MANTRA, Sofibella, Tipsy Elves, TORI RICH ARD and VYBWEAR, which will be sporting everything from technical, high-performance fabrics to streetwear-inspired silhouettes. According to Ali Putnam, whose A. PUTNAM women’s apparel brand has risen quickly through the ranks since debuting at the Frisco Show two years ago, it’s an opportunity for buyers to get a quick glimpse of how each vendor is approaching the next season in a relaxed and entertaining way.
“Down the runway, you can immediately see the different personalities of each brand, and that serves as a great way for buyers to eye up what would be suitable for the women in their shop as well,” Putnam says. “As a brand, it gives us an opportunity to jump on someone’s radar who may not have planned to seek us out.”
Summer Jam
Also in the area of after-hours entertainment, Tuesday’s Summer Jam at 7 p.m. will be the place to unwind, connect and celebrate after a productive day on the Show floor. This high-energy evening event – to be held in the PGA District – brings the community of exhibitors and attendees together to enjoy live music by the popular Emerald City Band, complimentary drinks, light bites and a vibrant outdoor atmosphere designed to spark new connections and strengthen existing ones.
Also featured at Summer Jam is the Festival Village, where top brands — including Blue Delta Jeans, Hold Fast Golf Grips, Hot Girls Pearls, Tübr, and many more — will showcase their latest products through tabletop displays and interactive experiences. Featured product sponsors include Branded Bills (headwear), Stanley 1913 (drinkware), and Blue Tees Golf (rangefinder and speaker), each presenting their newest offerings as part of the experience. A visit to the Dance Floor Event Lawn, Putting Green and Promenade by the Swing will provide a hands-on experience, and there will be a number of exciting challenges and contests, including:
• Summer Shootout, where participants will be paired with other PGA Buying Summit attendees and exhibitors for friendly play, networking and the chance to win prizes, including the coveted Summer Shootout Cup.
• Closest to the Pin Putting Contest, sponsored by Machine Putters, with prizes for the closest three, as well as a chance to win $2,500 in the finals.
• Hole in One Contest, where competitors can take their best shot at perfection in this test of accuracy and focus.
• 9-Hole Putting on a mini course designed to test all-around putting ability, with prizes for the three lowest scores.
Connection and Collaboration
In addition to Show floor appointments, the Fashion Show, education sessions and the Summer Jam, the 2025 PGA Summit will also include a Welcome Reception on Sunday, July 27 from 4:30-6 p.m., and opportunities to experience the PGA District’s specialty retail shops and dining spots like The Ice House and Lounge by Topgolf. Attending the 2025 PGA Buying Summit is open exclusively to PGA of America Golf Professionals and qualified golf industry personnel. PGA Members, Associates, PGM Students, LPGA Professionals and International PGA Members will receive free access to exhibits and events, and may purchase the All-Access Summit Badge for $100 (or $125 after July 14), which also includes admission to all education sessions and lunch on July 28.
In addition, PGA of America Golf Professionals can earn valuable Professional Development Requirement (PDR) credits: one per session, two for overall event participation and one for attending the Summer Jam Golf Festival. And then there’s the benefit of connections made and new brands discovered that promise to enhance golf shop operations in seasons to come.
“PGA Frisco offers a comfortable, casual atmosphere to bring our spring/summer 2026 collection to light and to connect in person with our buyers, sales agents and industry friends/colleagues,” says Nancy Robitaille, Designer for Swing Control women’s apparel. “We are extremely excited to present our new seasonal designs, colors and exclusive prints in this first show of the season.”
