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GA of America Golf Professionals, merchandisers and other members of the Association of Golf Merchandisers (AGM) converged on the Orange County Convention Center during PGA Show Week in January for the AGM Retail Conference, which featured a full lineup of education sessions, a keynote address, networking opportunities and hands-on interactive workshops.
The AGM, with some 850 members and more than 200 vendor partners, has solidified its place in golf retail and, according to CEO Jennifer Morton, this year’s event gave attendees a chance to recharge, innovate and elevate their businesses in new and exciting ways.
“A little over a year ago, I spoke to two of the founding members of the AGM and they said the original goals were education and networking. The fact that we have stayed true to that is very rewarding,” Morton said. “I also love the fact that we’re bringing in new speakers each year, utilizing our weekly education programs (throughout the year) to see which are resonating with the members to bring them in for the Conference.”
Education sessions ran throughout the day and were divided into three categories – merchandising, marketing and management – allowing AGM members to zero in on their areas of interest. Highlights included “The Little Workshop of Big Golf Promotions” led by Ken Morton Jr.; “Retail Reality Check: Retailing in a Post-Pandemic World” led by Leigha Turner; and “Style, Strategy and Trends: Golf Retail in 2025,” a live podcast with Marty Hackel and Justine Gray.
Creating perhaps the biggest buzz was “Mastering the Art of Display: A Workshop Challenge” led by Alecia Lane and Tracy Edgemon, where members divided into groups and asked to put together a display with apparel, props, tables and mannequins.
“I think it was fun to collaborate with other buyers and see them share their ideas and techniques in a very short period of time,” said Victoria Matthews, Retail Manager and Buyer at St. Andrews Country Club in Boca Raton, Florida. “It was very interactive.”
The AGM Retail Conference also featured an address by Dan Holman, CEO and Director of Retail Planning at Canadian Retail Solutions, where he specializes in marketing, inventory planning and customer-driven sales management. Holman discussed evolving consumer expectations during the shopping experience.
This year’s keynote speaker was Ben Lorenzen, Creative Director at Champions Run in Omaha, Nebraska, specializing in member engagement, technology, marketing, creativity and enhancing member experiences. His presentation focused on rediscovering one’s inner child and bringing excitement into the daily routines that come with adulthood.
“Ben is a fun operator, and I love the fact we brought in someone golf specific this year who knows that space and is doing absolutely unique ideas at his facility,” Morton said.
After the day-long AGM Retail Conference, attendees flocked to the annual Product Preview Reception to get a first look at dozens of fall 2025 apparel and accessory collections.
The event, which featured drinks and light appetizers, allowed attendees to foster networking opportunities in a smaller, more intimate setting while giving them a chance to check out the latest offerings from both industry leaders and newer brands in advance of the PGA Show.
“We had 450 people pre-registered for the reception – twice as many as for the 2024 event – and over 100 vendor participants, up from 84 last year,” Morton said. “The vendors understand how important education is in the retail space, and they want to be part of that.”
More than 600 people attended the Product Preview Reception, where vendors gave a snapshot of their fall ’25 lines. As Swing Control Brand Manager Josh Mark put it, “The reception is a great place to network and visit with existing and potential new customers, capitalizing on the pre-PGA Show excitement.”
Added Steve Smith, PGA, Director of Golf at Greystone Golf & Country Club in Hoover, Alabama: “It’s a great venue for seeing the variety of products and gives you a great opportunity to talk to the vendors.”
This page is an ongoing feature in PGA Magazine that highlights best practices from the Arizona-based Association of Golf Merchandisers. The AGM has approximately 850 members – including PGA of America Professionals, buyers and merchandisers.
