Frisco, Texas, United States: The 2026 PGA Buying Summit helped shape the future of golf retail after bringing together more than 1,000 PGA of America Golf Professionals, golf buyers, industry executives and exhibiting brands for four days of product discovery, professional education and business networking.

The event at PGA Frisco (July 26-29) delivered an unmatched summer marketplace featuring sold-out exhibit space and a record 196 participating companies, including 85 first-time exhibitors, while providing retailers with one of the earliest opportunities to evaluate Spring 2027 apparel and accessories collections from a diverse line-up of established and emerging brands.

Held at the Omni PGA Frisco Resort & Spa and across the PGA District, the Summit combined curated buyer appointments, professional education, exhibits and networking experiences in an immersive business environment where attendees explored emerging trends, strengthened industry relationships and planned future assortments ahead of consumer demand.

Lisa Langas, PGA Shows Event Director, said: “The PGA Buying Summit is designed to bring together the people, products and ideas shaping what’s next in golf retail. The combination of early access to Spring collections, meaningful education and extensive networking helps drive new business, strengthen relationships and spark fresh ideas.

“It was exciting to see the energy across the Summit as buyers discovered new products, exhibitors forged new relationships and industry professionals exchanged ideas that will help shape the season ahead.”

Now in its fourth year at PGA Frisco, the PGA Buying Summit continues to strengthen its presence as a summer destination for golf retail decision-makers, with continued growth in industry participation. This year’s Summit welcomed more than 1,000 golf industry professionals representing 45 US states and 12 countries. More than 165 VIP buyers participated in the event, representing approximately US$155 million in purchasing power and US$337 million in retail sales.

A record 196 established and emerging golf brands showcased Spring 2027 apparel, accessories, footwear and golf lifestyle products throughout two days of sold-out exhibits, giving buyers early access to upcoming lines while engaging directly with company leaders on merchandising strategies, product innovation and evolving consumer preferences.

The exhibitor line-up featured 85 brands participating for the first time, highlighting the continued interest from emerging companies to reach PGA of America Golf Professionals, golf retailers and buyers, while providing attendees with early access to new brands and products entering the golf marketplace at a pivotal point in the buying cycle.

Business activity began with private ONE2ONE buyer appointments before expanding into open exhibits, creating an efficient environment for retailers to compare offerings, strengthen existing vendor relationships and discover brands positioned to meet the changing expectations of today’s golf consumer.

Further expanding product discovery, the inaugural Next Drop: Golf Style & Culture Experiences Presented by Gwop Meet programme introduced emerging brands and fresh perspectives through a dedicated showcase and networking experiences integrated throughout the week. The programme gave buyers early access to innovative brands and founders not yet widely represented in golf shops and on-course retail while providing independent companies with valuable exposure to influential PGA of America Golf Professionals, retailers and buyers.

By creating meaningful connections between emerging businesses and established golf retailers, The Next Drop highlighted the innovation, creativity and cultural influences shaping the next generation of golf apparel and style.

Education remained a cornerstone of the PGA Buying Summit experience, with programming developed in partnership with the PGA of America and the Association of Golf Merchandisers (AGM). Sessions addressed retail strategy, merchandising, consumer behaviour, artificial intelligence in golf retail and business operations, technology, player development and industry trends.

The education programme complemented product discovery by providing timely insights attendees can apply within their own businesses while encouraging valuable conversations among PGA of America Golf Professionals, retailers, industry experts and exhibiting brands throughout the week.

The Summit’s networking experiences enhanced daytime business programming by creating relaxed environments for attendees and brand representatives to connect, exchange ideas and strengthen professional relationships.

The Summer Jam on Monday night extended relationship-building beyond daytime event programming in a high-energy golf festival atmosphere at the PGA District, welcoming more than 2,400 Summit attendees, golf enthusiasts and consumers for an evening designed to connect the golf industry with the broader golf community.

The event created additional engagement opportunities through live music, interactive golf experiences, sponsor activations and the Good Good Golf Capture the Flag competition while highlighting the evolving ways brands, players and fans are experiencing the game.

Tuesday evening’s PGA Buying Summit Fashion Show & Reception transformed Spring 2027 apparel collections from showroom displays to styled looks on the runway, helping buyers identify emerging trends, merchandising opportunities and product presentation ideas while creating another setting for meaningful conversations between retailers and exhibiting brands. Attending guests also participated in live voting to recognize standout collections and brands on the rise, with Head Golf earning best men’s brand, Club Special recognized as best women’s brand and Hooey Golf taking best outfit of the evening honours.

The annual Summer Shootout followed the Fashion Show, offering a friendly competition on The Swing, the PGA District’s lighted 10-hole short course, where buyers and exhibitors continued building relationships late into the night before the final day of exhibits on July 29.

Building on record exhibitor participation, sold-out exhibits and strong buyer engagement, the PGA Buying Summit continues to build momentum as the premier summer golf marketplace for next season’s apparel sourcing, business education and relationship building. Planning is underway for the 2027 PGA Buying Summit, returning to PGA Frisco next July.

*The PGA of America is a member of the Asian Golf Industry Federation.