Nearly 1,000 golf industry professionals gathered July 28–30 at the Omni PGA Frisco Resort & Spa in Frisco, Texas, for the 2025 PGA Buying Summit – held for the third consecutive year at the PGA of America’s sprawling Frisco campus.
The Summit featured 186 vendors across two sold-out ballrooms – a who’s who in established and rising brands, as well as a “coming out party” for many recent market entries – giving hundreds of PGA of America Golf Professionals and merchandiser/buyers a first look at spring 2026 apparel, headwear, footwear and accessories collections during the three-day event.
“The PGA Buying Summit is more than just a gathering; it’s a highly productive, mid-season working show featuring PGA of America Golf Professionals, industry experts and key buyers who share a deep passion for the game and bring over $300 million in buying power,” said PGA of America President Don Rea Jr., a PGA Master Professional and Owner/Operator of Augusta Ranch Golf Club in Mesa, Arizona.
“This year’s Summit featured both well-established and emerging brands, helping attendees stay current on trends and educational opportunities, all at our very own PGA Frisco. The Home of the PGA of America and the Omni PGA Frisco Resort enhance the experience, providing an ideal backdrop for us to connect, celebrate and foster meaningful relationships.”
On Monday, July 28, Summit attendees were invited to the PGA’s state-of-the-art learning environment for high-level education sessions. PGA Professionals were able to choose among three career tracks – Golf Operations, Teaching & Coaching and Executive Management – receiving hands-on coaching and executive insights in such areas as Teaching and Fitting Putters, A Guide to a Golfer’s Improvement and Optimizing Golf Course Operations with Benchmarking Software.
In a separate learning opportunity, buyers, merchandisers, golf retail professionals and exhibiting brand representatives were invited to Golf Retail & Sales Strategy sessions designed to tackle current challenges and opportunities in golf merchandising and operations. At the same time, a group of VIP buyers attended Monday’s ONE2ONE Summit for more than 500 private appointments with a curated group of exhibiting brands.
“We participated in the ONE2ONEs, and everyone we met with was extremely interested in hearing more about our offering,” said Michael Sorel, National Sales Manager at Municipal, an athlete-focused golf brand. “Overall, the response was very positive.”
Fashion Show Gives Attendees a Spring ’26 Snapshot
Following the rich educational piece, attendees got a look at spring 2026 style trends during the sold-out Fashion Show at Panther Creek Pavilion, the resort’s premier events venue. Fifteen exhibitors participated in the runway showcase – set against panoramic views of the PGA Frisco campus – in an upscale social atmosphere for industry networking along with complimentary drinks and appetizers.
Reception sponsor VYBWEAR was one of the featured brands, along with 70degrees, A. Putnam, Blanco, Blue Delta, Clique Golf, Crossover Golf, Emyvale Golf, Famara, Fore All, Kastel Denmark, Mantra, Sofibella, Tipsy Elves and Tori Richard.
“I’m always excited to see the Fashion Show because it gives insight into the brands that are here,” said Jennifer Roddy, AGM Merchandise Manager at the Hyatt Regency Lost Pines Resort and Spa/Lost Pines Golf Club in Cedar Creek, Texas. “It makes it three-dimensional, and it’s nice to see it on someone and what the fit is as opposed to on a hanger.”
The event was emceed by NBC Sports/Golf Channel reporter Bailey Chamblee, who also announced the winners of the “Fashion Show People’s Choice Awards” voted on by attendees. The “Best Dressed” honor went to A. Putnam, “Favorite Women’s Brand” to Fore All and “Favorite Men’s Brand” to Blanco, whose classic, monochromatic looks were modeled by former NFL player and two-time Super Bowl champion Danny Amendola.
“The Fashion Show helped set the tone for the event,” said Blanco CEO Matt Sinnreich. “We are building our retail business, and this was a great opportunity to show buyers what our clothing looks like in person.”
Intimate Setting for Buyer/Vendor Appointments
The trade show side of the event, held July 29–30 in adjoining ballrooms, featured established brands like Holderness & Bourne, Antigua, Ahead, Pukka, Callaway, Greg Norman Collection, Ashworth and SanSoleil, alongside up-and-coming favorites like A. Putnam, Harlestons, Rhone, Municipal and Duca del Cosma.
There were also a number of newcomers, including lines like 70degrees, featuring women’s apparel with performance and sun protection; Blue Delta Jeans, which has created a turnkey gifting experience with bespoke pants; Crossover Golf, a women’s collection with “modern lines, functional fabrics and understated elegance;” and Hugo Boss, which returned to a PGA of America event for the first time in more than a decade to show an updated golf collection that ranges from customizable core items to more upscale fashion pieces.
Bryan Thomas, co-founder and Director of Sales at Harlestons, said his company has participated in all three Frisco-based Summits, which he sees as a great complement to January’s PGA Show in Orlando.
“We love it because it’s intimate and everyone is excited for the evening festivities, getting together, hanging out, having a good time,” Thomas said. “We’ve been able to connect with folks throughout Texas and there’s a good Arizona presence. There’s a level of respect that comes with being part of the PGA community. People want to help each other out.”
Nancy Robitaille, a designer at Swing Control, said she appreciates the Summit’s late July timing, adding, “It’s always a good barometer and a good way to enter into the spring season. It gives us feedback so we can pivot and move in a new direction if we need to, as well as validation we’re on the right track.”
Summer Jam Crowd Includes Show Attendees and Local Consumers
Day 2’s full day of vendor/buyer appointments was capped off with the Summer Jam Golf Festival, supported by MyShop, where Summit attendees and Frisco families gathered at PGA Frisco’s expansive entertainment and retail campus for live music from Emerald City Band, giveaways from multiple brands and putting contests on the PGA District’s Dance Floor – a lighted two-acre, natural grass putting course. The District’s 10-hole lighted short course, the Swing, was host to the event’s annual Summer Shootout best-ball team competition, with a team of Brayden Amundson and Tyler Ferguson of Branded Bills; Izzy Marchino, Bobby Berry and Hailey Breault of Desert Mountain; and Texas-based sales rep Sam Kocher winning the Summer Shootout Cup and $500 cash prize.
“We made great connections at the Summer Jam, solidifying relationships here with existing customers and meeting new ones,” said Carl Montanye, National Director of Sales-Golf for Branded Bills. “The conversations we had were great and you can’t replicate that on a call.”
Steve Isley, PGA of America General Manager at Oak Island Golf Club in Caswell Beach, North Carolina, was impressed with the Summer Jam’s community involvement, saying, “It’s so great that it’s open to the public. There were lots of kids and everyone was having a good time. The whole facility is really something PGA Members can be proud of.”
PGA Golf Exhibitions Vice President Marc Simon also lauded the greater reach of the Summit, which continues to grow in numbers and stature as a crucial mid-season industry gathering and a powerful platform connecting influential golf buyers and professionals with leading brands.
“There was a tremendous sense of community and camaraderie throughout the week highlighted by sold-out exhibits, top-tier education and stand-out networking events across the expanse of the spectacular PGA Frisco campus,” he explained.
