The PGA Merchandise Show (PGA Show) is widely known as one of the longest-running and largest golf trade show in the world, bringing together the entire golf industry. The merchandise show takes place in Orlando, Florida, every year. The PGA Show started in 1954 when a group of people met in a parking lot to discuss all things golf.
It has since expanded beyond a meeting in a parking lot to become a significant global business meeting. The PGA Show is an amazing venue, where thousands of golf professionals from all over come together to see the latest innovations, products, and technologies in golf, all of which will impact the future of the game.
The PGA Show is a private trade show and is not open to the general public. The PGA Show is an avenue to explore in addition to being able to see and experience new products. The PGA Show is also an avenue for education, networking and access to the most up-to-date trends in golf.
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Event Time and Location
The PGA Show happens every January at the end of the month. What makes it unique is the fact that the event is divided between two primary locations during it’s operational time frame, although both are in Orlando.
The first day of the event is generally referred to as PGA Show Demo Day and is located at the golf course connected to Orange County National Golf Center. The next three days are spent doing the main exhibit at the Orange County Convention Center (OCCC), which is immense in size with over one million square feet of exhibit space. The PGA Show in 2025 was held from January 21-24. Next year is the next January again, and the event will be held from January 20-23, 2026.
Event Activities and Content
The PGA Merchandise Show is planned as an all-encompassing show for the golf industry. It serves as a platform for seeing new products but also a site for education, networking, and business development.
PGA Show Demo Day
The PGA Show’s first day allows qualifying attendees to try the latest equipment from premier brands. Attendees can test the performance of golf clubs (drivers, irons, wedges, putters), golf balls, and other equipment and technology, alongside the opportunity to compare models and talk directly to brand representatives about technical specifications and product performance.
Product and Innovation Showcase
This event showcases thousands of product lines. These products are not only for players, but also for golf facility management and business operations.
Starting with golf equipment, a complete set of clubs, balls, bags, trolleys, and accessories. Then, apparel and accessories, where golf fashion brands showcase their latest collections including, but not limited to, athletic / casual wear, footwear, hats, gloves, and designer items. The emphasis is on fashion trends, sustainability of materials and fabric technology.
There’s also an exhibition of advanced golf technology, one of the fastest-growing areas. This includes golf simulators, launch monitors, digital training apps, swing analysis devices, and golf course management systems. There’s also a dedicated area for innovation and tech startups.
Also on display are golf course equipment, such as course maintenance equipment, irrigation systems, golf carts, and landscaping solutions.
There’s also an exhibition of health and wellness products related to golfer fitness, physical therapy, nutrition, and training equipment.
Finally, there’s an exhibition of education and business services. These include management consultants, software providers for pro shops and member management, marketing companies, and financial services providers.
Professional Education and Training
The PGA Show offers hundreds of expert-led educational sessions. Topics covered include interactive learning sessions on pro shop business strategies, improving golf course operations, digital marketing, and the use of social media.
There’s also an industry trends panel discussion featuring industry leaders. This panel discusses market trends, sustainability challenges, consumer dynamics, and business forums for growth opportunities.
Last but not least, there’s golf teaching and training. Live sessions and demonstrations on the “Teaching & Coaching Stage” or “Game Changer Stage” cover swing technique, sports psychology, and the latest teaching methodologies.
The show also hosts special sessions for career development for PGA professionals (PGA Education). Includes certification, sessions on teaching techniques, and leadership training.
Networking and Community Events
As the largest business event in the golf industry around the world, there are tons of business opportunities for professionals to meet, share, and build relationships which are important to business development.
In addition to a special lounge, awards are offered to recognize product innovation, an individual’s contributions to the industry, or just an individual achievement. There are even dedicated areas for exhibitors and international visitors to facilitate global business.
Racquet Sports-will be integrated into the PGA Show (Beginning in 2026)
In 2026, the PGA Show will bring the “Racquet Sports” idea to the PGA Show as an event. This will include racquet sports such as paddle, tennis, and pickleball as part of the event. This is showing the growth of racquet sport interest and how golf facilities typically have racquet sports courts available. This zone will showcase equipment, apparel, and technology related to racquet sports, providing added value for attendees seeking business diversification.