Sessions across merchandising, operations and retail strategy complement brand engagement at the 2026 PGA Buying Summit
FRISCO, Texas – As golf lifestyle buying calendars continue to move earlier in the product cycle, PGA of America Golf Professionals and retail buyers attending the 2026 PGA Buying Summit will begin the event with decision-focused education programs to inform Spring 2027 assortment evaluations, merchandising strategies and business operations before engaging with nearly 200 participating brands during the July 26–29 gathering at the Omni PGA Frisco Resort & Spa.
Developed in partnership with the PGA of America and the Association of Golf Merchandisers, the Summit’s education program serves as the connective layer of the event experience, helping attendees translate market trends and product exposure into practical merchandising and operational and business strategy decisions. Sessions on July 26 and 27 address retail, operational and technology considerations shaping today’s golf business, providing context that complements assortment planning during brand meetings on July 28 and 29 and in-season execution.
Educational Programming For Business Success, July 26 & 27
The Sunday afternoon programming features merchandising and performance sessions such as “Beyond Impressive Marketing: Show Up, Stand Out, Sell More,” led by award-winning Keynote Speaker Rita Goodroe. Additional sessions include and “Driving Performance Using Scorecards to Strengthen Vendor Partnerships,” with 2026 PGA of America Merchandiser of the Year Jared Henzlik, PGA, and “What’s Working Now in Merchandising: Insights from the 2026 AGM Merchandisers of the Year,” featuring Justine Cook, Kathryn Alter and Steve Risler.
While Monday’s full-day education agenda features 11 sessions and expands into retail operations, technology adoption and PGA of America Golf Professional business strategy. Highlights include “Take Control of Your Digital Story in an AI Age – for Golf Retailers, Coaches and Operators,” presented by smbGolf Founder & President Mike Hendrix, and “Monetizing Non-traditional Instructional Space,” featuring Eric Hogge, PGA, and Tim Cusick, PGA Master Professional. Additional sessions address AI applications in retail, player development strategy and collaboration between buyers and golf shop operators, including “From Silos to Sync: How PGA of America Golf Professionals & Buyers Build Real Partnership in the Golf Shop.”
Complimentary Education Sessions Presented by PDI
Presented by PDI, the Summit education program will also include two complimentary sessions open to all registered attendees, regardless of badge type. On Monday, July 27, PDI will present “The Modern PGA of America Golf Professional: How PDI Can Transform Your Player Development Business Strategy” at 9 a.m., and “The PDI Physical Performance Workshop: Hands-On Screening & Coaching Confidence” at 10 a.m.
Throughout the Summit, education is positioned to directly support business decision-making by helping attendees evaluate product performance, vendor alignment, operational priorities, and long-term growth strategies in real time.
“Across four days at an important point in the buying cycle, attendees will gain a clearer view of what’s next for their business—what’s changing, what matters and how those shifts should directly inform assortment strategy,” said Lisa Langas, PGA Shows Event Director. “The education program is built to support that reality, connecting retail strategy, operations and consumer behavior to the decisions being made in real time, while giving attendees the opportunity to talk through those decisions with the right people.”
View full education schedule and speakers
“Education at the PGA Buying Summit reflects a broader commitment to the ongoing development of PGA of America Golf Professionals and retail buyers as they manage an increasingly wide scope of merchandising, operational and business responsibilities,” said Dawes Marlatt, PGA Master Professional and Senior Director of Education and Employment for the PGA of America. “The sessions are designed to bring together PGA of America Members and industry experts to share practical insights, encourage peer exchange and strengthen the skills needed for a rapidly evolving industry.”
2026 PGA Buying Summit Overview
The four-day Summit brings together decision-focused education, a curated lineup of nearly 200 apparel, accessory and golf lifestyle brands in open ballroom exhibits and multiple opportunities for targeted buyer-vendor engagement, including invitation-only ONE2ONE Buying Appointments. Reflecting the continued shift toward earlier assortment planning, the format supports evaluation of Spring 2027 apparel and accessory collections, merchandising strategy, operational planning and informed purchasing decisions in an environment built for meaningful conversations and productive use of time. Industry networking events, including the Welcome Reception, Summer Jam in the PGA District, and the Fashion Show, provide additional opportunities for buyers, PGA of America Golf Professionals and brand leaders to continue conversations and strengthen relationships throughout the event.
Registering for a Complete PGA Buying Summit Experience
The PGA Buying Summit is open exclusively to qualified buyers, PGA of America Golf Professionals and industry leaders. There is no event registration fee for qualified professionals through July 1, 2026.
PGA of America Golf Professionals, LPGA Professionals and International PGA Members receive complimentary access to exhibits and Summit special events, with the option to upgrade to a complete Summit experience with the All-Access Summit Badge for $100 through July 14 ($125 after). The All-Access Badge includes all education sessions, exhibits, and nightly special events.
Qualified industry personnel may access exhibits and Summit events at no charge through July 1 ($50 through July 14, $95 after), with an optional All-Access upgrade for $125 through July 14 ($150 after), providing a complete Summit experience with access to all education sessions, exhibits and nightly special events.
Special hotel rates at the Omni PGA Frisco Resort & Spa are available through July 1. Registration, education enrollment and accommodations are available at PGABuyingSummit.com.
About PGA Golf Exhibitions
The PGA Show and PGA Buying Summit are organized by PGA Golf Exhibitions (part of RX) and the PGA of America. The midseason PGA Buying Summit offers a curated, apparel-first marketplace, connecting influential buyers with emerging and established golf lifestyle brands at a key point in the retail buying cycle. The PGA Show, established in 1954, has grown into the largest annual business event for the global golf industry—setting the direction for the business of the sport in the new year and offering a comprehensive marketplace spanning equipment, apparel, technology and business solutions. Together, the PGA Show and PGA Buying Summit drive the golf business by providing opportunities to source what’s next in products and trends, build professional networks, gain industry insights and connect with peers and golf leaders. Learn more at PGABuyingSummit.com and follow us on X, Instagram, Facebook, LinkedIn and YouTube.
About the PGA of America
The PGA of America is one of the world’s largest sports organizations, composed of more than 30,000 PGA of America Golf Professionals who love the game, are expert coaches, operators and business leaders and work daily to drive interest, inclusion and participation in the sport. The PGA of America owns and operates numerous championships and events, including major championships for men, women, seniors and the Ryder Cup, one of the world’s foremost sporting events. For more information, visit PGA.com and follow us on X, Instagram and Facebook.
About RX
RX is a global leader in events and exhibitions, leveraging industry expertise, data and technology to build businesses for individuals, communities and organisations. With a presence in 25 countries across 41 industry sectors, RX hosts approximately 350 events annually. RX is committed to creating an inclusive work environment for all our people. RX empowers businesses to thrive by leveraging data-driven insights and digital solutions. RX is part of RELX, a global provider of information-based analytics and decision tools for professional and business customers. For more information, visit www.rxglobal.com.
About RELX
RELX is a global provider of information-based analytics and decision tools for professional and business customers. RELX serves customers in more than 180 countries and territories and has offices in about 40 countries. It employs more than 36,000 people, over 40% of whom are in North America. The shares of RELX PLC, the parent company, are traded on the London, Amsterdam and New York stock exchanges using the following ticker symbols: London: REL; Amsterdam: REN; New York: RELX. *Note: Current market capitalisation can be found at http://www.relx.com/investors
Media Contacts:
PGA Show/Media: Sherry Major, sherry.major@rxglobal.com
PGA of America/Media: Jesse Dodson, PGA, jdodson@pgahq.com
