John Collier Golf (JCG) attends the PGA show in Orlando

By Alistair Collier | The Business of Golf Magazine

The John Collier team visited the annual PGA Show in Orlando, Florida from January 22-24, 2025.

JCG reports that the experience is certainly worth the hype, and anyone who is serious about their role in the game is there, and ready to do business.

This is a “trade-only” event, and is not open to the public, and because of this restriction, for those attending there is a distinct aura of accessibility at the show.

The likes of Annika Sorenstam, David Leadbetter and Smiley Kaufmann, walk casually among the crowd, company CEOs are open and available to talk to anyone on the floor, new golf brands from Asia look for distribution partners, travel companies offer ‘deals of a lifetime’, clothing buyers make big plays, while club manufacturers print 3D clubs on demand.

It’s wild, and for the golf nut, this whole show is pure elation.

In every corner of the room, there are people as excited about the game as you are – after one walk around the floor, and it is no wonder that the game, and the businesses around it, are thriving in the U.S.

The show’s ethos is palpable; connecting golf’s business professionals to create opportunities and grow the game, and there is a genuine “let’s do business” attitude, and no matter where you are from, the term “let me introduce you to…” is part of the show’s lingua franca.

Held by the PGA of America, the PGA Show provides a wealth of information and resources, with thousands of PGA professionals gathering to share insight into the latest innovations, and the next ‘big thing’.
The merchandise show is staged in the giant Orange County Convention Center, which is in the heart of Orlando, Florida, with the purpose of giving people across the golf industry, the chance to test the game’s latest innovations, and market their latest products.

Starting from quite modest origins in 1954, when it was conducted from the boots of cars, the PGA Show has evolved into the premier, largest, and longest-running global business event in the $102 billion golf industry.

Each January, Orlando becomes the epicentre of the golf world, as industry professionals gather to explore the latest innovative products, test cutting-edge game technologies, gain insights from business strategy sessions, forge valuable career connections, and engage with peers and leaders to drive the sport’s growth.

The PGA Show not only marks the beginning of the new golf business year, but also offers a prime opportunity to witness the sport’s newest innovations.

In using Ai, Callaway pioneered the field with their Ai-One insert putters, and recently followed suit with their Elyte driver lineup, using Ai to develop over 75 3D-printed prototype driver heads to improve on the original Paradym Ai Smoke concept

Jacob Davidson, vice president for Team Global Tours at Callaway, told PGATOUR.COM at the PGA Show; “In the past we’d have two-to-three prototypes each year and product cycle. This year, we leveraged our 3D printing, and we were able to test 75 different prototypes that allowed the team to dial in a shape that was aerodynamically fast and forgiving.”

After releasing their Badger Ai training system at last year’s show, FlightScope returned with more, this time combining cutting-edge Ai with their Environmental Optimizer to develop the FlightScope i4 Laser Rangefinder. The new measuring device allows players to utilise the smart-gapping tool in the FlightScope app, and get real-time club suggestions for all yardages.

“By leveraging Ai, local real-time weather, advanced ballistics and the patented ‘Environmental Optimizer,’ the i4 helps golfers gain a significant edge by suggesting the best club for every shot, and by providing hyper-accurate effective playing distances related to the golfer’s own shot data and home course conditions,” said Henri Johnson, founder and CEO of FlightScope. “This translates to more confident decision-making and ultimately, lower scores on the course.”

Staying with rangefinder technology, Bushnell has teamed with ForeSight to develop the Bushnell ProX3+ Link Laser, to give calculated recommendations for club choices throughout the bag. Utilising data collected from ForeSight launch monitors, which are inputted into the MyBag app, the ProX3+ Link calculates, using the addition of environmental factors, the correct club choice for the golfer.

Something for everyone

The PGA Show does indeed have something for everyone.

The “Demo Day” kicks the week off with the world’s largest outdoor professional demo experience, where the latest innovations from top equipment and technology brands can be field-tested at the centre’s massive circular range, and 42-acre practice facility. Workshops are offered throughout the day-long event in coaching, club fitting, fitness and range operations.

The Show Floor features over 1,000 exhibitors, across specialty pavilions that highlight every facet of golf. From equipment and technology, to stylish apparel and advanced services, these focused areas allow attendees to discover the latest innovations tailored for their golf business.

The fashion show provides a platform for brands to unveil their newest collections in a high-energy runway fashion show environment, and the Winter Jam concert provides live performances, from renowned artists, for a “end of day” casual connect with colleagues.

The education programme offers more than 70 sessions to advance golf industry expertise, and enhanced industry professional skills during tailored learning opportunities on key topics. Education sessions begin with outdoor workshops and afternoon classroom sessions.

THE | RETREAT is a new luxe destination on the Show Floor, designed to help conduct business with premium brands, and enable connections to be made between peers in sophisticated event spaces. Luxury brands will meet with top buyers, and exciting evening events will bring the PGA Show community together in the stylish setting.

The PGA of America Hub features the event’s main Industry Stage, where PGA of America and industry leaders address golf’s pressing topics, game development initiatives, industry innovations and golf business subjects. The Hub is also the centre of association and partner benefits programming, providing PGA of America Golf Professionals with easy access to exclusive member resources, and a networking space special to members.

The Clubhouse is the focused Show Floor destination for all facilities seeking to enhance member or player experiences through innovations in racquet sports, fitness, health & wellness and club amenities. The Clubhouse Stage features relevant programming, and its pickleball courts provide hands-on testing and product demonstrations.

The Golf Fitness, Health & Wellness Stage, in partnership with TPI and the Golf Fitness Association of America, features presentations on golf fitness, sports performance aids and the health benefits of golf.

The Innovation District is the best place to explore innovations shaping the future of golf, and it features the New Product Zone, and the Inventor’s Spotlight.
The New Product Zone showcases innovative products and solutions currently available in the market, while the Inventor’s Spotlight, organised with the United Inventors Association, is designed to introduce products and ideas that are patent pending, or which have not yet reached the market.

The PGA Show is indeed the mecca for golf business, attendance was through the roof and the general vibe was palpably positive.

The business of golf is in a strong position to thrive (at least in the US) in 2025, and the remarkable turnout, combined with the sheer energy of the PGA Show underscores the dynamic and resilient nature of the golf industry.

As innovations continue to emerge, and professionals come together to share their expertise and passion, the future for golf looks incredibly promising.

The PGA Show not only celebrates the sport, but also fosters and curates a community that is dedicated to propelling golf into new heights.

Here’s to another successful year, and a thriving future for the golf industry.

Sources

https://www.pgatour.com/article/news/equipment-report/2025/01/27/pga-show-recap-orlando-florida-five-things-to-know-artificial-intelligence-cobra-adidas-puma
https://www.pgashow.com/en-us.html#/

Yours in Sustainable Golf
JOHN COLLIER