ABout the AGM Merchandiser of the year award
The Association of Golf Merchandisers introduced a new honor for 2026: the AGM Merchandiser of the Year award. This award recognizes outstanding individuals who go above and beyond in the field of golf retail, exemplifying creativity, leadership, and excellence.
Please note: You must be an active AGM member to be eligible for consideration for the AGM Merchandiser of the Year award.
2027 Applications closed August 7, 2026.
The AGM Merchandiser of the Year application process coincides with that of the AGM Platinum Awards – Top 100 Golf Shops. Applicants may elect to participate in one or both awards.
Please be advised that the AGM Platinum Awards – Top 100 Golf Shops recognizes golf facilities, while the AGM Merchandiser of the Year honors individuals. Participation in the AGM Platinum Awards – Top 100 Golf Shops is not required to be considered for AGM Merchandiser of the Year, and multiple individuals from the same facility are welcome to apply for that distinction. Simply select from the drop-down menu when you begin your application which award(s) you would like to enter a submission for.
Winners will be announced at the PGA Show in Orlando in January 2027.
For questions about your entry, please contact the Association of Golf Merchandisers by email at info@agmgolf.org or by phone at (602) 604-8250. We’re here to help every step of the way and look forward to seeing your creative submissions!
CLICK HERE to download the application guide for the 2027 AGM Platinum Awards – Top 100 Golf Shops and AGM International Merchandiser of the Year Award.
“We’re excited to recognize the individuals behind the shops—the professionals who bring vision, passion, and innovation to life.” – Jennifer Morton, CEO of the Association of Golf Merchandisers.
2026 AGM Merchandiser of the Year Winners
International AGM Merchandiser of the Year – Overall Excellence Award
Tracey Stearns – Congressional Country Club (Bethesda, MD)
Tracey Stearns, Director of Retail at the iconic Congressional Country Club, receives the top honor—the Overall Excellence Award—for her extraordinary commitment to mentoring future golf retailers, elevating shop operations to a luxury-boutique standard, and curating experiences that embody Congressional’s century-old prestige. Her “Retail Internship Program” and “Retail Development” sessions have become models for professional growth, empowering young talent to lead with confidence and purpose.
“Golf retail is not just my profession—it’s my passion,” said Stearns. “Every interaction, from the buying table to the shop floor, is an opportunity to create a lasting memory for our members and guests.”
International AGM Merchandiser of the Year – Private Facility
Wendy Cash – The Country Club of Virginia (Richmond, VA)
Wendy Cash, Retail Manager at The Country Club of Virginia, is honored for transforming training and staff development into a joyful, team-building art form. A Certified Retail Manager (CRM) graduate, Cash infuses creativity and resilience into every aspect of her operation—from R.A.P. (Review, Analyze, Plan) sessions to games like “Retail Jeopardy” and “Winning on a Losing Pitch,” all designed to motivate and educate her staff. Her energy, mentorship, and innovative training culture have made CCV a shining example of what engagement-driven retail can achieve.
International AGM Merchandiser of the Year – Resort Facility
Steve Risler – Whistling Straits (Sheboygan, WI)
Steve Risler, Senior Manager of Golf Retail for Whistling Straits, leads with a “prestige-first” retail philosophy that mirrors the world-renowned destination’s championship legacy. His strategic approach to curation, limited-edition product capsules, and rigorous vendor collaboration has positioned Whistling Straits as a global benchmark for golf retail. Risler’s leadership style centers on empowerment, mentorship, and purpose—ensuring that every guest leaves not just with a souvenir, but with a story.
International AGM Merchandiser of the Year – Public Facility
Kathryn Alter – Arrowood Golf Course (Oceanside, CA)
Kathryn Alter, Golf Shop Manager and Buyer for Arrowood Golf Course, brings private-club polish to the public-golf experience. Her dynamic initiatives—like themed in-shop events (“Viva Las Vegas”), staff-led education programs, and creative community connections—have elevated Arrowood’s retail identity while nurturing a culture of accountability, heart, and fun. Alter’s leadership exemplifies how passion and ingenuity can redefine expectations for public-course retail.