This month, golf industry professionals will head to Frisco, Texas, for one of the most strategically important moments on the retail calendar: the 2026 PGA Buying Summit – scheduled for July 26–29 at PGA Frisco and the Home of the PGA of America.
The event arrives at a key point in the merchandising cycle, giving retail buyers, PGA of America Golf Professionals and golf brands an early opportunity to evaluate spring 2027 apparel and accessories collections before broader market demand and product direction fully take shape.
As retail cycles continue to accelerate and golf apparel increasingly intersects with lifestyle fashion, buyers are under greater pressure to make informed decisions earlier in the season. The PGA Buying Summit is designed to support those decisions through an apparel-first environment that prioritizes early product evaluation, business- driven education and meaningful peer connections.
In addition to focused exhibits and curated buying appointments, attendees will have access to comprehensive educational programming, developed in partnership with the PGA of America and Association of Golf Merchandisers (AGM) and centered on merchandising strategy, retail operations, leadership and emerging industry trends. Elevated networking events and fashion-forward elements throughout the week further support relationship building and reinforce the camaraderie that has become a hallmark of the Summit, now in its fourth year at PGA Frisco.
“My team and I look forward to the PGA Buying Summit each year, as the event continues to hit the mark on key retail timing and build on the overall experience,” says Jared Henzlik, PGA, Director of Retail at Big Cedar Lodge Resort in Hollister, Missouri, and the 2026 PGA Merchandiser of the Year for resort facilities. “The opportunity to preview spring collections this early is incredibly valuable as we begin to plan our seasonal buys, and the educational sessions continue to evolve in meaningful and impactful ways.”
Nearly 200 established and emerging brands will display their lines at the 2026 Summit, including apparel leaders such as Holderness & Bourne, Greyson, johnnie-O, Antigua, Vineyard Vines and Summit Golf Brands, alongside emerging lifestyle companies including Bogey Bros Golf Co., Messy Teddy, Quiet Golf, ChillAF and Mac Divot. Together, the participating brands reflect a golf retail landscape increasingly shaped by crossover apparel, evolving consumer expectations and faster-moving product cycles.
For buyers, the Summit provides an opportunity to assess emerging product direction before broader wholesale commitments are finalized and consumer demand fully develops. For brands, it offers valuable face-to-face engagement with retailers and PGA of America Golf Professionals while assortments and merchandising strategies are still evolving.
“The PGA Buying Summit takes place at an opportune moment before the next season’s styles and trends start to take shape,” says PGA Shows Event Director Lisa Langas. “The decisions made here influence what shows up in shops months later, often before the broader market has fully reacted. It gives buyers and PGA of America Golf Professionals an early opportunity to evaluate product in person, connect with brands, and provide input on product direction.”
A Focused Environment for Retail Decision-Making
The Summit’s format is intentionally designed to support both structured and organic engagement. Retail education developed in partnership with the AGM kick starts the PGA Buying Summit on Sunday, July 26 between 1-4:30 p.m. to help facilitate better buying decisions throughout the event. Monday’s lineup features a full day of education sessions developed in partnership with the PGA of America. Plus, the invitation-only ONE2ONE Buying Appointments offer fo cused, personalized meetings where attendees meet directly with brands, explore new trends, products and vendors, and build meaningful relationships. The structured format helps attendees maximize time and prioritize conversations that can directly impact future assortments and purchasing strategy.
Two days of exhibits will follow, showcasing a distinctive lineup of golf apparel, accessories and emerging lifestyle brands. Among the new fashion-forward additions this year is “Gwop Meet at the Summit–curated by Troy Aguila,” spotlighting next-generation golf lifestyle labels and emerging fashion influences shaping the future of golf retail.
Returning for his third straight Summit, Mason Spalding, PGA, Buyer for PGA TOUR Licensing & Merchandising, says he values the event’s more intimate setting compared to larger industry gatherings, adding, “Our team attends the ONE2ONE appointments to learn about new trends, products and vendors while building meaningful connections. It’s an ideal time of year to evaluate upcoming releases, and the vendor lineup offers a strong mix of established brands and new discoveries.”
Education Driving Business Strategy
Education serves as a connective layer of the Summit experience, with sessions designed to support real-world retail performance, operational strategy and long-term business growth. This year’s programming spanning the first two days, July 26–27, will see experts from PGA of America Education address topics ranging from artificial intelligence (AI) and emerging technology to merchandising strategy, executive leadership and facility management. Through panels, workshops and hands-on sessions, attendees will gain practical insights they can immediately apply to their businesses.
“Technology has always been a vital resource for understanding the golf swing and delivering better analysis to students, and AI is now at the forefront,” says Tim Cusick, PGA, Head Coach and Master Professional, who will co-moderate a session titled Monetizing Non-Traditional Instructional Space. “While still in its early stages within the golf industry, AI is here to stay and will elevate our profession. I encourage coaches to embrace it rather than shy away from it.”
Retail education sessions, presented in partnership with the AGM, will focus on three core areas: merchandising strategy, marketing/communication and operational management/vendor partnerships. Kathryn Alter of Arrowood Golf Course in Oceanside, California, and Steve Risler of Whistling Straits in Kohler, Wisconsin – the 2026 AGM Merchandisers of the Year – will share insights on assortment planning, visual merchandising, vendor relationships and driving sell through. Additional sessions will feature keynote speaker Rita Goodroe on marketing strategies and Henzlik on leveraging vendor scorecards and retail metrics to strengthen business relationships.
“Education is truly at the heart of what we do at the AGM,” says Justine Cook, AGM Director of Membership and Education. “We’re especially excited about the candid, actionable nature of these sessions, where attendees hear directly from industry leaders who are actively executing these strategies.”
Connection and Community
Beyond product evaluations and education, the PGA Buying Summit also places a strong emphasis on connection and relationship building. A series of elevated networking events begins with Sunday evening’s Welcome Reception in the scenic Omni PGA Frisco Resort Library Bar, followed by the Summer Jam Golf Festival, which will light up the PGA District Monday evening with live music, complimentary food and drinks, a Good Good Capture the Flag competition, putting green contests, outdoor vendor village and the chance to continue conversations with industry peers in a fun, outdoor golf entertainment environment.
On Tuesday evening, attendees can get a live-action look at spring 2027 collections during the Fashion Show & Reception at Omni PGA Frisco Panther Resort’s Creek Pavilion. Following the runway presentation, the reception and that night’s Summer Shootout Tournament provide additional opportunities for networking with peers, designers and industry leaders. Attendees will also have the opportunity to participate in the 2026 Fashion Show People’s Choice Awards across categories that include Best Dressed, Best Men’s Brand and Best Women’s Brand, adding an interactive element to the evening.
According to the AGM’s Cook, the Summit’s value largely lies in its strategically timed buying environment that emphasizes education and indus-try collaboration attendees can take back to their day-to-day operations.
“What makes the PGA Buying Summit espe-cially impactful is the ability to connect industry trends directly to real business strategies that we can immediately implement,” she says. “It allows professionals to step away from daily operations during an important retail planning moment and return with stronger market insight and a clearer understanding of the trends and products that will help shape golf retail in the seasons ahead.”
