Written by Jennifer Morton, CEO of AGM
One of the most valuable parts of PGA Show week isn’t just what’s unveiled under the lights of the show floor, it’s the collective “aha!” moments we take back to our shops. After the dust settled in Orlando, our members shared their standout discoveries and biggest takeaways through the AGM 2026 PGA Show Finds Survey.
The responses painted a clear picture: golf retail isn’t just growing; it’s maturing. Here is a look at the themes and brands that generated the most buzz this year.
The “Quiet Luxury” Shift: Refined Style with a Softer Edge
Across apparel categories, members consistently noted a shift toward more refined, wearable aesthetics. Survey responses consistently highlighted earthy, muted palettes – think rich burgundies, deep browns, and versatile neutrals.
Texture is the new “pop.” Instead of bold patterns, the excitement was focused on fabric innovation, long-sleeve polos, and silhouettes that look just as good in the grill room as they do on the first tee. Brands that really caught our members’ eyes included A.Putnam, Field Day, 7 Diamonds, Faherty, Featherly, Lemon Rose Golf, Zipelly, Ahead, Doc Murphy, Messy Teddy, Williams Athletic Club, Greyson, Holderness & Bourne, and Rhone. For most of us, the appeal here was about high sell-through potential, not just about being “trendy.” There was also a mix of emerging and established names mentioned that caught our buyers’ attention for their look, feel, and retail relevance.
Game-Changers: Enhancing the Golfer Experience
Beyond apparel, our members were hunting for products that solve problems for their golfers. One innovation that came up in multiple conversations was MGI Golf’s new e-Boost push cart. It’s a brilliant hybrid: a lightweight, traditional push cart that gives you an electric “boost” at the press of a button. It’s the perfect middle ground for the golfer who isn’t quite ready for a full electric caddy but wants a little help on those back-nine hills. Seeing thoughtful design like this reminds us how much opportunity there is to grow our hard goods and accessories business.
The Operational Pivot: From What We Sell to How We Sell
This was perhaps my favorite takeaway from the survey. While we all go to Orlando for product discovery, there was a massive shift in focus this year toward business evolution.
Appointments weren’t just about picking colors; they were about marketing strategy, staffing structures, and smarter forecasting. We saw more retailers asking about integrated software platforms and data solutions than ever before. There is a growing curiosity around how tools like Artificial Intelligence will shape customer communication and buying behavior – and what that means for retail teams on the ground. It’s clear that as an industry, we are thinking more holistically about how every decision connects, from the stockroom to the customer’s front door.
Differentiating through “Custom-Everything”
Customization is no longer a “nice to have”; it’s how we tell our club’s unique story. Our members showed huge interest in fully custom apparel programs (like Mayor custom prints) and logo-forward accessories. From custom pin flags and knives to keepsakes and lifestyle gifts, the goal is to turn a tournament gift into a “member experience” that lasts long after the event is over.
Style with a Story: Cultural Relevance and the New Consumer
We also kept a close eye on brands that are successfully bridging the gap between traditional golf and modern streetwear culture. Students Golf was a name that came up frequently in our survey as a brand sparking meaningful conversations about the future look of the game. For many retailers, brands like this represent a massive opportunity to connect with a younger, style-conscious generation. It isn’t just about the clothes; it’s about offering a brand identity that resonates with today’s lifestyle-driven consumer and making the golf shop feel like a destination for what’s current.
A Professional Mindset: Thinking Beyond the Product
The most consistent feedback I saw wasn’t tied to a specific brand; it was about growth. I was so proud to see how many of you sent your teams to the show specifically to learn, not just to place orders. Whether it was drawing inspiration from a booth’s visual merchandising or being more intentional with buying windows, the AGM community is staying curious and adaptable.
Our Partners at the Center
It is no coincidence that many of the brands generating the most buzz are AGM Vendor Partners. This reinforces the value of our community. We thrive when our partnerships are rooted in education and mutual support. We will continue to spotlight the partners who bring not only great gear but also the tools and ideas that help our shops succeed.
The 2026 PGA Show reminded us that golf retail is evolving quickly – stylistically, operationally, and experientially. The most successful retailers are the ones listening closely and leaning into their community. Thank you to everyone who shared their insights. Your feedback doesn’t just help us write a report; it helps us shape the education, partnerships, and strategy that will guide AGM throughout the year ahead!
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