The PGA Show has revealed a range of new initiatives for its 2027 edition as organisers look to strengthen product discovery, professional education and industry networking at golf’s largest annual business gathering.
The 74th PGA Show will take place from January 26-29 at the Orange County Convention Center in Orlando, Florida with more than 1,150 brands and upwards of 30,000 PGA of America Golf Professionals, business leaders and industry representatives expected to attend.
Among the biggest changes will be a series of enhanced product discovery areas across the 1.1-million-square-foot exhibition space.
The New Product Zone and Racquet Sports at the PGA Show will both be expanded, while ‘The Next Drop’, which showcases emerging apparel brands, will make its PGA Show debut following its introduction at the PGA Buying Summit.
Another significant development will be the newly branded Performance Zone, with an expanded remit covering golf performance, fitness, health and wellness, recovery, longevity and nutrition. The area reflects the golf industry’s growing interest in player performance and the wider health benefits associated with the sport.
PGA Show Vice President Marc Simon said: “We are investing in the experiences, resources and partnerships that make it easier for professionals to discover what’s new firsthand, gain knowledge and build the relationships that help move their businesses and the game forward. The result is an unmatched platform where professionals from across the industry can come together, share ideas and expertise, and find new opportunities to put to work throughout the year.”
Education will also receive significant investment in 2027, with dozens of sessions scheduled each day covering teaching and coaching, executive management, golf operations, retail strategies and technology.
For the first time, expanded hands-on teaching and coaching workshops will form part of Demo Day, while dedicated retail operations classroom sessions will be staged on the Tuesday before the main Show Floor opens.
New racquet-industry education will also debut on Tuesday, followed by new ‘lunch-and-learn’ programmes on Wednesday and Thursday.
Friday will see the PGA of America introduce longer Member workshops combining classroom education with practical, hands-on experiences. These will complement daily industry programming taking place across six stages on the Show Floor.
Networking is another area being expanded, with enhanced attendee lounges, new racquet-industry networking opportunities and education-based networking designed to provide more opportunities for professionals to establish industry connections.
Established events including the Demo Day, the Welcome Reception, Fashion Show and Winter Jam Concert will return, alongside co-located events and programming from national golf organisations.
PGA of America CEO Terry Clark said: “For more than 70 years, the PGA Show has been the place where the golf industry comes together,” said PGA of America CEO Terry Clark. “It’s where PGA of America Golf Professionals and leaders from across the industry discover new products and innovation, build important relationships, learn from one another and get business done. There is simply no other gathering like it in golf.”
Further details of the new features and enhancements planned for the 2027 PGA Show are expected to be announced in the coming weeks.