Nearly 30,000 PGA Professionals, golf business owners, industry executives and retailers from more than 86 countries came together to meet with more than 800 golf companies at the 70th PGA Show held in Orlando, Florida from January 24-27, writes GBN Associate Editor Nick Bayly.
Following two years of business disruptions caused by the pandemic, the PGA Show saw attendance from delegates and exhibitors bounce back to pre-Covid numbers, although still down on the 1,000-plus companies that exhibited at the show during its peak years.
Among the tens of thousands of attendees were nearly 7,000 PGA, LPGA and international PGA Professionals and more than 800 media representatives.
“The PGA Show is annually the largest gathering of PGA Professionals and industry leaders, and it has certainly lived up to that billing this year,” said PGA of America President John Lindert. “It was the epicenter of golf business with more than 800 companies conducting business and remains the largest stage in golf for networking, education and career development. We met with innumerable allied golf associations and organizations to develop strategies to grow participation in the game and business strategies for the months and years to come.”
PGA of America CEO Seth Waugh added: “The energy on the PGA Show floor was fantastic. I grew up on a trading floor on the New York Stock Exchange and this reminds me of the energy and enthusiasm of a busy trading day. It is reflective of a booming golf industry. We played defense for a couple of years during the pandemic, but we’re on the verge of being all the way back now. If the PGA Show is a barometer, 2023 is going to be a great year for golf.”
DEMO & FITTING DAY
PGA Show Week teed off on Tuesday, as usual, with the Demo & Fitting Day, returning to the circular range of Orange County National Golf Center on January 24. The day provided an opportunity for PGA Professionals to test the latest equipment and technology from some of golf’s biggest brands, including Callaway, Cobra, Mizuno, PING, Srixon, Titleist and Yonex, and opportunities for delegates to learn from experts in coaching, club-fitting and range operations. There were appearances from LPGA Tour stars Lexi Thompson and Daniella Kang, while tour coach Brad Faxon was also on hand on Titleist’s hitting bays.
There were large gaps on the range, and some of the hardware brands had chosen not to come to the demo day, but there was plenty of activity in the bays, with queues forming for the spaces that were available and the more well-known companies reporting brisk business.
“The gates opened at 9am and our bays were full by 9.05am and stayed that way all day,” said Alex Goodman, National Sales Director at Toptracer, which had a big presence at the demo day and on the main show floor. “Coaches are especially excited to see what we’re doing with our new software. Having the chance to show it to them in person is the perfect way for them to learn about it. We’re excited by what’s going on today.”
Tom Olsavsky, Vice President of R&D, Cobra Puma Golf. added: “There’s really great energy this year, a real buzz out here. Our tee sheet is full of appointments, and we have all our fitters out here helping attendees see our full line of equipment. There’s no replacement for swinging it and seeing it when it comes to golf clubs.”
SHOW FLOORS BUZZING
The main 3-day show, which opened at the Orange County Convention Centre on Wednesday, attracted 250 first-time exhibitors, although the main talking points were around the return of many of golf’s biggest brands, including Titleist and Mizuno, and the absence of one the biggest, TaylorMade, which is choosing to spend its marketing dollars elsewhere these days.
Callaway’s new Paradym clubs, PING’s G430 clubs and Cobra’s new Aerojet clubs attracted plenty of attention in the hardware section from the tens of thousands of delegates that packed the aisles, as did Titleist’s new TSR clubs and its next generation Pro V1 and Pro V1x golf balls. Mizuno, returning to the show for the first time in several years, showcased its new ST230 drivers, while Mizuno brand ambassador Stacy Lewis attracted a long line of autograph and selfie hunters, as did 2022 US Open champion Matt Fitzpatrick, who built up a sizeable buzz around the Skechers stand.
Other golfing stars to attend the show included Jim Furyk, Justin Leonard, Ernie Els, Tom Watson, Davis Love, Brooke Henderson, Annika Sorenstam, Sherri Steinhauer, Madelene Sagstrom, Kyle Berkshire, Jim Nantz, Butch Harmon, Johnny Damon, JoAnne Russell and Blaire O’Neill.
Ram Golf and MacGregor, brands that will resonate with golfers aged over 50, made a welcome return to the show, with Golf Brands Inc displaying new ranges from both brands, while Zebra putters and wedges drew lots of interest from pros who grew up watching them on tour.
Bushnell had a strong presence at the show, highlighting the growing importance of distance measuring devices and GPS in the golf market, while Toptracer’s huge indoor range drew plenty of interest from PGA Professionals with the imminent launch of its new coaching platform.
Golf simulators also took up a lot of floor space this year, with Full Swing and KGolf among dozens of companies offering indoor coaching and entertainment systems to meet the growing demand for off-course golfing action.
Mobile personal speakers, the ones that play music, were also a hot trend for the show, with models from Bushnell, Blue Tees Golf and TecTecTec attracting plenty of attention, although it remains to be seen how many of these actually make it on to a golf course or driving range. Blue Tees Golf’s new Ringer speaker and Bushnell’s Wingman have the added benefit of featuring built-in GPS, which at least gives them a golf-specific use.
One of the strangest element of this year’s PGA Show was the area given over to a demonstration of Pickleball, one of the fastest growing sports in the US, which has absolutely nothing to do with golf. Played on a half-sized tennis court, with a low net and racquets similar to those used to play Swingball, it was a jarring presence in the show that did little to suggest that golf is confident and comfortable of its own appeal.
CARTS CAREERING AHEAD
Among the biggest sections of the show floor was given over to golf cart and resort transportation brands, with 12 different companies displaying the latest models – more than I’ve ever seen at the show before.
On the back of Covid, single seater carts were much in evidence, as were all-electric models and one self-driving cart. Exhibitors included Club Car, 14 STX Scooters, E-Z-GO, EV Titan, Evolution, INNODESIGN, Kandi, PilotCar, Star EV, Tomberlin, Vivid EV, and Yamaha.
FASHION FORWARD APPAREL
As ever, the apparel section took up the largest volume of floor space, with companies such as KJUS, Dunning, G FORE, Peter Millar, FootJoy, Castore, PUMA Golf, Callaway Apparel, Ralph Lauren and some 300 additional apparel and accessory companies introducing their newest collections for Autumn/Winter 2023.
The relaxing of golf’s dress codes was much in evidence, with a wide range of brands showcasing more fashion-led designs that draw inspiration from streetwear designs than ever before, while loud, disruptive and colourful prints were also to the fore as golf apparel brands continue to try and shake off golf’s crusty image with varying degrees of success.
Sustainability was another key theme for the apparel section this year, with several exhibitors making strong claims about the environmental friendliness of their new designs, many of which only use recycled plastics, including those from Radmor Golf and Reflo.
Golf fashion retailers saw the latest collections in motion on the runway during the Live Fashion Show on Wednesday in the Fashion Lounge. “It’s fashion in action,” said Ardie Cashman, the Merchandise Manager at Bearpath Golf & Country Club in Eden Prairie, Minnesota. “I enjoy seeing clothing in movement on a person as opposed to on a table or on a hanger, and the fashion shows have turned me on to some vendors over the years I might not have discovered on the Show Floor.”
NEW PRODUCTS & INVENTOR’S SPOTLIGHT
The show also shined a spotlight on new products and talented inventors in the New Product Zone and Inventor’s Spotlight Pavilion. Innovations in the New Product Zone, a one-stop pavilion of the newest golf merchandise, were judged by a panel of PGA Professionals and golf buyers. The judging panel selected three overall Best New Product Award winners – Dotty Green Golf rangefinder, SKONI footwear and the PUTTLINK smart ball.
The Inventors Spotlight pavilion, organised in partnership with the United Inventors Association, showcased new golf products developed by independent inventors within 53 inventor exhibits. Products were reviewed by UIA experts and top inventions were presented with one of three awards: Best Marketing to Mach One Golf Balls; Best Innovation to Vippy Golf height-adjustable tees; and the Pinnacle Award – Best in Show to Paradax Golf’s all-in-one cartbag.
EDUCATION & CAREERS TO THE FORE
This year’s show was full of professional learning opportunities during exhibitor and industry presentations. The PGA Industry Stage offered a full schedule of diverse programming from the PGA of America in collaboration with golf organisations, business leaders, top coaches, players and architects. The Golf Fitness, Wellness & Instruction stage featured a packed diary of free education sessions presented by TPI and the Golf Fitness Association of America, with supporting sponsors Life Fitness and Technogym. The Inventors Spotlight pavilion and stage offered entrepreneur and inventor education sessions and product pitch panels on each show day.
PGA Professionals, college students and second-career professionals connected with employers in the new golf industry Career Zone featuring company recruiting activations by Worldwide Golf Shops, Titleist, Troon, NBC Sports and other companies, plus employer-led panel presentations and networking events. Golf and resort facility operators found out more about on- and off-course amenity improvements.
RETAIL WORKSHOPS
This year’s show also featured a heightened focus on providing golf business and operations best practices, career development workshops, teaching and coaching instruction and retail merchandising sessions through industry-led education and industry programming.
PGA Show Week educational opportunities began with the PGA Teaching & Coaching Summit, followed by the National Golf Course Owners Association Golf Business Conference, the AGM Golf Retail Conference and the PGA Education Conference. Complimentary PGA Professional workshops also were offered daily in the PGA Member Business Center at the PGA Show.
TRAVEL BOOM
The return to golf travel following two years of Covid restrictions brought renewed interest in the PGA Show from travel companies, with a strong presence from Irish and Scottish resorts, many of whom were keen to reconnect with the US market.
Kevin Paver, Golf Marketing Manager at Dundonald Links in Scotland, was delighted with the response from delegates. He said: The PGA Show turnout is really impressive this year. The Travel Pavilion has been bustling throughout, and it’s great to see so many people back. We brought three staff members this year instead of one, and it’s giving us a chance to catch up with so many people who are interested in coming to Scotland. We’re already planning to come back in 2024.”
The 2024 PGA Show is being held at Orange County Convention Centre in Orlando from January 24-26. For more details, visit www.pgashow.com.
