Against a backdrop of 1980s flashiness and fun, the Association of Golf Merchandisers (AGM) gathered on Jan. 20 during PGA Show Week in Orlando for the 2026 AGM Retail Conference to share ideas, build community and learn new ways to elevate the retail experience. The organization, which welcomed almost 200 new members in the past year, presented a full slate of educational sessions divided among three tracks – merchandising, management and marketing – allowing members to tailor their learning at the organization’s biggest event of the year.
“Our focus on fun, combined with the education and networking piece, is what makes this event unique, special and memorable,” said AGM CEO Jennifer Morton (pictured on next page in 1980s garb), who estimated attendance at the Orange County Convention Center event to be near 800, up from 600 in 2025.
“People enjoy being here and learning, and that’s the winning combination. You make people feel seen, heard and appreciated, and they want to be part of it. That’s why the organization is growing year after year.”
Headlining the event was keynote speaker Chris Clews, a bestselling author and speaker known for his book, “Everything We Need to Know for Life and Work Can Be Learned from 1980s Pop Culture.” He showed clips from ’80s classics like “The Karate Kid,” “Planes, Trains and Automobiles” and “Dead Poet’s Society,” which he said taught him lessons like you can learn from the most unexpected people, leaders share the stage of success and encouragement doesn’t cost a thing.
This year’s conference also marked the introduction of the AGM Merchandiser of the Year Awards, recognizing excellence in individual leadership in four categories: Overall Excellence, won by Tracey Stearns of Congressional Country Club; Private Clubs, won by Wendy Cash of The Country Club of Virginia; Resort Facilities, won by Steve Risler of Whisting Straits; and Public Facilities, won by Kathryn Alter of Arrowood Golf Course.
Other speakers and session leaders at this year’s event included former national Merchandiser of the Year Grace Hurley, PGA, of Catapult; 2026 PGA of America Merchandiser of the Year for resort facilities Jared Henzlik of Big Cedar Lodge; two-time national PGA of America Merchandiser of the Year Caroline Basarab of Reynolds Lake Oconee; Leigha Turner of Retail Resolutions; and Angelyn Horrell of Next Chapter Social.
In addition, AGM Past President Tracy Moffat of K&K Consulting, gave a presentation on the importance of the club logo as a selling feature unique to your club, revenue source and marketing tool. Meanwhile, Alecia Lane, Director of Retail at Quail West Golf & Country Club, led a roundtable discussion on topics like what to avoid in setting up a modern golf shop, making dead spaces in the shop profitable, the best ways to display T-shirts and how to liquidate stale merchandise.
For the first time, the learning tracks were sponsored by AGM vendor/partners (A. Putnam, Tee Commerce and SanSoleil). The first track, merchandising, focused on visual presentation, buying strategies and inventory management, while marketing zeroed in on digital engagement, brand storytelling and customer retention. Rounding out the options was management, with elements like leadership, staffing and operational excellence.
“The sponsorships of the individual learning tracks allowed us to step up the food and overall experience for the people here,” Morton said. “We work with vendor/partners to make sure the conference provides a really nice value for attendees, as I want them to leave thinking this is the best event they’ve been to and are excited to come back next year.”
Following the AGM Retail Conference, hundreds of attendees moved over to the Product Preview Reception, where a diverse group of vendor/partners provided a sneak peek at what they would be showing at the PGA Show over the following few days.
“We had 112 companies showing highlights of their collections, an 11 percent increase over last year,” said Morton. “Our goal was to allow our vendors to get face to face with merchandiser/buyers in a very social atmosphere that allows for conversation and dialog.”
According to AGM member Taylor Ramiz, Golf Shop Manager & Merchandiser at Manasquan River Golf Club in Brielle, New Jersey, the Product Preview Reception was a great opportunity to see some of the brands making a statement in golf.
“While the actual Show and booth can get overwhelming, this is easier to browse and find some items that really stand out,” she said.
The preview featured brands from across the industry showing everything from men’s, women’s and kid’s apparel to headwear, shoes, jewelry, leather goods, eyewear and technology solutions. The vendor list included established apparel brands like Ahead, Antigua, Dunning, Golftini, J. Lindeberg and Turtleson; up and comers like A. Putnam, Williams Athletic Club, Featherie, Rhone and Vybewear; and accessories brands like Dashclip, Haas Jordan, Oars + Alps and Hot Girls Pearls.
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.
