What is Next for the PGA Merchandise Show?
by Bradley Turner, Keiser University College of Golf Director of Online Golf Instruction – MBA, PGA
The PGA Merchandise Show is one of the largest sport trade shows in America, focusing on golf shop merchandise and the broad elements of business commerce. The “Show” has been the premier gathering of golf manufacturers, suppliers, and vendors for over half a century. It has been a staple item in the golf marketing budgets of the many suppliers and vendors that support the golf industry. For PGA professionals, it is an occasion to meet with industry experts, fellow golf professionals, and attend educational opportunities presented by the PGA of America. I have been going to the show since the mid-1980s when it moved to its current location in Orlando. For many years, if you were involved in the golf industry, the PGA Merchandise Show was the place to be in January.
The inaugural PGA Merchandise Show was held in Dunedin, Florida, in 1954 in the parking lot of a local golf club. By 1996, the show had grown from a parking lot to a massive 1.1 million square foot venue at the Orange County Convention Center in Orlando, Florida. For golf enthusiasts and industry professionals, it became a must-see event to start the year. Virtually every important equipment manufacturer, industry supplier, association, or organization was visible at the show. To promote their new product launch, some equipment suppliers would bring in their superstar PGA and LPGA professionals to sign autographs and pose for pictures. It was always exciting to see the new product lines of core golf suppliers, and it was great to be exposed to the ever-changing technology in golf.
Over the years, the PGA had done a tremendous job promoting the show with new and innovative ways to educate golf consumers. Demo Day was created in 2003 and allowed PGA professionals and the golfing public the chance to try out the new equipment offerings of equipment manufacturers. With the advancement in launch monitor technology, a massive indoor hitting area was added to the Convention Center and quickly became a popular spot for attendees. The Orlando-based Golf Channel began broadcasting there in 2014 with the crew from Morning Drive, bringing exposure of new products to Golf Channel viewers. The catchphrase of the Merchandise Show from the PGA of America was the “MAJOR of Golf Business.” Historically, it truly has been a major event for the golf industry, but the future is uncertain as we move into 2022.
The one constant in business is change. For organizations to survive, they must adapt and innovate as the world of technology continues to disrupt business as usual. After attending the 69th edition of the PGA Merchandise Show last month, business as usual will not suffice for the future of the show. Clearly, COVID has changed business commerce and how buyers and sellers come together to complete transactions. When the 2021 PGA Merchandise Show was changed to a virtual show, there was no loss of merchandise sales in 2021. The golf industry has enjoyed a boost in participation in 2020 primarily due to the pandemic and the need to socially distance. This positive participation has continued into 2021 as the game of golf, and the associated suppliers enjoyed another great year. Not having the traditional PGA Show in 2021 had little negative effect on manufacturers and suppliers. The Internet provides consumers with the means to research their equipment needs and then purchase it either directly online from suppliers or at the local golf retail store. It is evident that manufacturers have shifted their marketing efforts away from the PGA professional golf shops.
In the 2022 version of the show, there were no significant equipment brands on site. Some of the well-known apparel brands were absent as well. Floor space was reduced by approximately 50% of the previous years. The Golf Channel has moved to Connecticut, so there were no live broadcasts from the Show this year. With the absence of name brands, technology became the star of this edition of the PGA Merchandise Show. The majority of this technology was dedicated to improving the almost 25 million golfers in America. Simulators, launch monitors, and pressure plate technology appeared to be in abundant supply, along with hundreds of training aids designed to lower golfers’ handicaps. Unfortunately, these highlights could not overcome the word on the floor from participants; it was a disappointing PGA Show.
What will the 2023 PGA Merchandise Show look like? I will guess that it will be very similar to this year’s version. There will always be new companies every year interested in showcasing their product offerings. But the big guys may not be attending the show unless something new and interesting is created. In the words of Ben Franklin, “When you’re finished changing, you’re finished.” The PGA of America leaders will need to get the innovative thinkers in a room and create a compelling offering for buyers and sellers to come together again. We just don’t know what the changes will look like next year, but change is coming.
If you’d like to study with Bradley Turner and other PGA Master Professionals, contact the College of Golf today.
