Reflecting on the PGA Show: Innovations, Opportunities, and the Changing Nature of Golf

The PGA Show in Orlando is the ultimate event for golf lovers—and I was lucky enough to experience all the excitement firsthand! Hosted by Reed Exhibitions (RX) and the PGA of America, this event is the largest and longest-running global gathering dedicated to the business of golf. It's the place where golf pros, tech innovators, and trendsetters come together to share ideas, test out the latest gear, and explore new opportunities in the sport.

While golf equipment still takes center stage, the show has expanded significantly to reflect the changing nature of the game. This year, the PGA Show didn’t just shine a light on the newest tech; it also spotlighted the evolving role of retail and brands in shaping how golfers interact with the game.

Embracing technology, retail, and innovation

One of the most exciting trends I noticed was the growing influence of artificial intelligence in golf technology, and it’s clear that AI is a game-changer. From AI-powered putters to rangefinders that suggest optimal club choices, products like FlightScope’s i4 Laser Rangefinder and the Bushnell ProX3+ Link Laser are enhancing decision-making and speeding up play. However, the influence of AI is just one part of the equation.

Retailers and brands are also embracing this technology to provide customers with unique, personalized experiences. Companies like Callaway are not only using AI to improve their equipment but are also finding ways to bring these innovations directly to their retail channels. By offering smarter, more interactive experiences in-store—think personalized fittings, AI-driven recommendations, or immersive product displays—brands are enhancing customer engagement in ways that go far beyond the typical product demo.

Retail innovation and the changing golf experience

But it’s not all about tech. The retail environment is also undergoing a transformation. This year’s show highlighted a broader shift in how golf is experienced, both on and off the course. Retailers are increasingly focused on providing golfers with a holistic experience, whether they’re shopping for gear, booking tee times, or looking for a lifestyle brand that speaks to their personal interests. Puma’s Ignite Elevate Tour shoes and TRUE Linkswear all-weather shoes reflect how the industry is blending performance with comfort, offering products that help golfers play better while also looking good—whether they’re on the green or at the clubhouse.

The concept of experiential retail was front and center at the show, with brands exploring new ways to engage consumers and offer a sense of community. Interactive product displays, brand experiences, and pop-up retail concepts are all becoming more common, allowing consumers to connect with brands in new and exciting ways. These experiences help create lasting impressions and build brand loyalty, which is more important than ever as the golf industry looks to attract new players and retain its existing fan base.

Looking ahead: opportunities for brands in golf

Looking to the future, it’s clear that brands have a tremendous opportunity to shape the golf industry’s trajectory. The key to success lies in the intersection of technology and retail. As the demand for personalized, immersive shopping experiences continues to grow, brands that innovate in both their products and customer engagement strategies will stand out. From AI-driven recommendations to experiential retail environments, the brands that can offer golfers something truly unique will have the upper hand.

At ThirdChannel, we’re excited to partner with brands looking to leverage emerging trends and technology to engage their customers in meaningful ways. Whether it's enhancing in-store experiences or creating immersive brand experiences through digital and physical channels, there’s no shortage of opportunities to capture consumer attention and drive growth in the golf space.

Let’s elevate your retail strategy

The PGA Show was a true celebration of the innovations pushing golf into the future. From AI-powered gear to new retail experiences, the event underscored the growing importance of blending technology with customer engagement strategies. It’s an exciting time for brands in the golf industry, and as technology continues to reshape the landscape, there’s no limit to where the sport—and the retail experience—can go.

Want to see how ThirdChannel can help you optimize your retail strategy? Schedule a call to learn how we can partner with you to drive sales, enhance brand presence, and create unforgettable customer experiences.

#ThirdChannel #Golf #BrandStrategy #Brand #PGAShow #Retail