The words used by attendees and exhibitors to describe the 2026 PGA Show in Orlando, Florida, are strong: Fantastic. High-energy. Positive. Elevated. Bigger. Exciting.
Or, if you’re more of a data person, you can go by the numbers: More than 34,000 industry professionals from 90 countries and all 50 states, gathered to view 1,195 participating brands across 1.1 million square feet of exhibition, demonstration and meeting space across the West Building of the Orange County Convention Center, matching the largest PGA Show statistics since 2009.
Whatever the metric, it’s clear the 73rd PGA Show – held Jan. 20-23 – lived up to expectations as the game’s largest annual business gathering took place during an ongoing boom within the sport. Those observing the mood and activity during PGA Show Demo Day at Orange County National Golf Center and the three subsequent days inside the Orange County Convention Center (OCCC) saw promising signs and a commitment to maintaining momentum moving forward.
More than 8,200 PGA of America Golf Professionals, LPGA Professionals and international PGA Professionals attended the 2026 PGA Show, taking full advantage of the chance to network, buy and source products, attend education seminars and take the pulse of the $102 billion golf industry.
“This year’s PGA Show illustrates the power of the golf business and the strength of our profession right now,” said PGA of America President Don Rea, a PGA Master Professional and the owner/operator of Augusta Ranch Golf Club in Mesa, Arizona. “I think of this week as the ‘Member’s Major’ for PGA of America Golf Professionals because of all the things you can accomplish.
“I feel a really positive energy walking the PGA Show floor this week. It’s a sign that golf is doing amazing things, from all the people playing the game to the brands that want to come into our sport. And it’s great to see attention being called to all the good things PGA of America Golf Professionals do for the sport, like what is going on with PGA HOPE and PGA Jr. League. Put it all together and you have a PGA Show that really displayed all that’s good in the game of golf.”
As it has for more than seven decades, the PGA Show certainly provided attendees with a snapshot of the golf industry’s positive progress – and a view of where the sport is headed.
“Each year, the PGA Show sets the direction for the golf business worldwide,” said PGA Show Vice President Marc Simon. “Golf is healthy, the business is strong and the future of the game has never been more exciting. From impactful product launches and education to meaningful partnerships and networking, the Show provides energy and confidence for the season ahead.
“The growth we saw in 2026 reflects an industry that is evolving, innovating and investing in long-term success – and the momentum in Orlando reinforces that golf’s best days are still ahead.”
Added PGA of America Golf Professional Glenn Pulice, General Manager of Royal Oak (Michigan) Golf Center and the 2025 Michigan PGA Golf Professional of the Year: “The PGA Show looks bigger than I can ever remember, with more vendors and more people – I view that from the standpoint that the business of golf is growing, which is good. I’m happy to see all the brands and all the PGA Professionals who are here, and it’s an exciting start to the year.
“I’ve been looking at some high-end items, like robotic range pickers and in-bay technology for our practice center. Being able to see them in action at the PGA Show makes those decisions a lot easier.”
Like Pulice and his fellow PGA of America Golf Professionals and golf shop buyers at the PGA Show, exhibitors were also on the lookout – in their case, looking to build and strengthen relationships with attendees to drive sales and awareness.
At the bustling Pins & Aces booth, attendees took selfies with the accessory company’s impressive tower of headcovers and placed orders for the coming golf season.
“The PGA Show gives brands like ours the chance to put on a display of what we can do, the products we have and the quality we bring to a golf shop or event,” said Chris Salvaggione, Vice President of Sales for Pins & Aces. “The PGA Show lets people get to know us a little better, and it gives us a way to show all the different categories we’re in and our plans for expansion. We’ve had a ton of meetings and booked a lot of orders, so there are plenty of positives to take away from the week.
“Overall, I’d say it’s been fantastic for us. Even in the moments when traffic slowed down a bit, our booth was still crazier than in past years. The PGA Show is always good, but this year is great.”
New Look, Fresh Energy
Attendees of the 2026 PGA Show were greeted by a refreshed brand identity, which aligns with the PGA of America’s modern brand direction. The clean, contemporary aesthetic was apparent across signage, digital platforms and on-site experiences. And continuing a new tradition, Thursday at the PGA Show was PGA HOPE Day, transforming the OCCC into a sea of red, white and blue that lasted through the PGA Show Winter Jam sponsored by Corebridge Financial featuring country star Dustin Lynch. Lynch, an avid golfer himself, spent time walking the Show floor during the day, then played to an energetic crowd of attendees that evening.
Attendees also noticed new initiatives that brought fresh energy to PGA Show Demo Day and the PGA Show floor. A two-day “Drive for Show: LIVE” series of events brought skills competitions, unique interviews and other eye-catching elements featuring golf influencers and celebrities. Consumers also got a first-ever inside look at the PGA Show through a new streaming shoppable video series called “UNLOCKED: The PGA Show,” which was filmed throughout the week and can be viewed at PGAShowUnlocked.com.
These new ventures added to the buzz of PGA Show Week, which attracted some of the biggest names in golf and entertainment to Orlando. Present and past tour players like Annika Sorenstam, Sir Nick Faldo, Hal Sutton, Jim Furyk, Bubba Watson, Brooke Henderson and Lexi Thompson were on hand, as were golf media personalities such as Jim Nantz, Michael Collins, Hally Leadbetter, Blair O’Neal, Alexandra O’Laughlin and Cheyenne Woods. Professional athletes like Johnny Damon, Bo Outlaw, JR Smith, Calvin Johnson, Knowshon Moreno, Mike Davis, Tino Martinez and Matt “Pickleball McNasty” Manasse were also seen walking the PGA Show floor.
There was also an influx of pop culture figures and influencers attending the 2026 PGA Show, from comedian Becky Robinson and Brian Baumgartner of “The Office” to digital creators like Good Good Golf, Bob Does Sports, Barstool Sports and St. Andre Golf.
Programming for PGA of America Members and More
After a sunny and strong PGA Show Demo Day on Jan. 20, the 2026 PGA Show started with an opening ceremony celebrating the Show’s 40th anniversary at the OCCC on the morning of Wednesday, Jan. 21. In addition to the buying action in the aisles of the PGA Show floor, PGA of America Golf Professionals had a plethora of programming geared toward them throughout the week.
More than 80 education sessions were offered across executive management, teaching & coaching, golf operations and and the broader golf business ecosystem – representing the most comprehensive set of professional development programs in PGA Show history. There were also more than 50 complimentary industry presentations across the seven stages on the PGA Show floor: the PGA Industry Stage presented by CapTech; the Fitness, Health & Wellness Stage presented by the Titleist Performance Institute (TPI), the Golf Fitness Association of America (GFAA) and FIBO; the Clubhouse Stage sponsored by Jonas Club Software; the Racquet Sports Stage; the Retreat Stage inside The Retreat – a sophisticated space with premium brands and host site of the Fashion Show and PGA Show Winter Jam Concert; the Inventors Spotlight in partnership with United Inventors Association; and Range Performance Center featuring Inrange technology, a new space for presentations of coaching, player development and range operations.
There were also new and expanded experiences throughout the 2026 PGA Show. The Range debuted as a redesigned premium indoor equipment and technology testing area with hitting bays and a putting green. Racquet Sports at the PGA Show more than doubled in size from the previous year, serving as a “show within a show” with more than 60 exhibiting brands, two pickleball courts – which hosted a new Celebrity Pickleball Pro-Am – and a full padel court to highlight how racquet sports and golf are converging to drive participation and revenue at clubs around the world.
PGA Professionals at the Forefront
The PGA of America Industry Stage presented by CapTech was the site of a well-attended ceremony announcing the 2026 PGA of America National Award winners. Honorees included PGA Golf Professional of the Year Brian A. Crowell, PGA Teacher & Coach of the Year Bernie Najar and PGA Golf Executive of the Year Sean Palmer, and all participated in a PGA Member Reception following the event.
PGA of America Golf Professionals were also part of many presentations on the same stage, providing a chance for attendees to hear about the state of the golf industry from those who spend each day growing the game and business of golf.
Many of this year’s presentations emphasized the importance of retaining the abundance of new golfers who have entered the game over the past five-plus years. Amid signs the golf boom may be plateauing somewhat, the role of coaching and programming that helps new players stay in the game was highlighted.
“It’s less about technique and training for a lot of players and more about getting them out on the course and connecting them with other people,” said PGA of America Golf Coach Will Robins during a presentation titled “The Value of a PGA Coach.” Robins said retention will be key if the surge of new players tapers off.
“If you can get people playing more and playing for longer, you’re going to change their lives and your own,” he added.
In addition to the PGA of America Industry Stage presented by CapTech and the PGA Member Business Center, the PGA Show also featured the Career Zone – an area for professional growth and industry hiring. Job seekers and hiring companies were able to use the space, which included an industry job board, career consultations, direct access to recruiters and private rooms for interviews.
The Epicenter of New Products
Of course, the main attraction for many at the PGA Show remains the unmatched opportunity to see new products and services from the top brands in the industry, and 2026 was no exception.
There were nearly 400 first-time exhibitors among the 1,195 participating brands at the 2026 PGA Show, from new companies to established brands exhibiting in Orlando for the first time.
An example of the latter was equipment and apparel brand PXG, which made a splash on the main aisle of the PGA Show floor with a hologram projector – which it used to host a real-time virtual interview with company founder Bob Parsons hosted by tour player Christina Kim and ESPN’s Michael “America’s Caddie” Collins.
“The buzz here . . . you just can’t replicate it. It’s really exciting to be here,” said Brad Schweigert, PXG’s Chief Product Officer. “This is a big milestone for us, and we’re thrilled to be here and engage with so many people in this industry. The sheer number of PGA of America Golf Professionals who are here is amazing, and it’s great to connect with existing accounts and work with those who are interested in working with us. It’s been a really good experience.”
Meanwhile, upstart brands like first-time exhibitor Tite Eyewear were enjoying the opportunity to introduce their products to the PGA Show’s wide audience of attendees.
“The response here this week has been off the charts,” said Scott MacGuffie, Founder and President of Tite Eyewear. “Between being outdoor at PGA Show Demo Day where people can see the products and how they work outside to then being on the PGA Show floor where people could come place orders, it’s been a really great experience. Meeting PGA of America Golf Professionals, introducing them to our brand – these are the people who understand the business, and for us to be able to have a small part of it is huge for our brand.”
That spectrum of exhibitors – combined with the networking and education elements of the week and the positive momentum of the industry – made the 2026 PGA Show a winner for PGA of America Golf Professionals like Daren MacKinnon.
“Golf is in such a great place, and you can feel that positive energy here at the PGA Show,” said MacKinnon, the PGA of America Director of Clubfitting at Pine Oaks Golf Course in South Easton, Massachusetts, who attended his 30th PGA Show. “I had a number of meetings, and also time to check out new equipment and accessories. It’s been a good crowd each day, and probably the busiest I’ve seen it in several years.”
