The 2025 PGA Merchandise Show in Orlando marked an emphatic return to form for golf’s largest annual business gathering, with attendance and exhibition numbers reaching levels not seen in more than 15 years.

The show, which serves as the unofficial kickoff to the golf business year, featured more than 1,000 exhibitors spread across 1.1 million square feet of space at the Orange County Convention Center, demonstrating the $102 billion industry’s robust health and evolution since the pandemic.

“The show is a reflection of the industry, and golf is thriving right now,” Marc Simon, Vice President of PGA Golf Exhibitions, said in an interview. “With the surging popularity of golf, we saw the largest number of exhibitors and largest occupied space since 2009, which is encouraging to see.”

The event attracted more than 1,200 VIP buyers representing approximately 770 golf facilities and mass merchandisers, wielding an estimated $810 million in purchasing power and nearly $2 billion in retail sales potential.

The recovery has been steady since the show’s pandemic-related disruption in 2021, with momentum building through 2023 and 2024, leading to 2025’s standout performance.

“To come full circle from really not having a show in 2021, to this, it’s truly a reflection of what’s happened in golf, which is extraordinary,” said Simon, who leads the team that runs the PGA Show.

Significant Changes

Among the significant changes is how some major brands are reimagining their presence at the show.

Adidas exemplifies this evolution, shifting from traditionally large exhibition spaces to a more dynamic, experience-focused approach. While maintaining a smaller footprint on the show floor and meeting rooms dedicated to order processing, the company has embraced activation and experiential marketing. That included a new product unveiling just before the show at nearby Cabot Citrus Farms, and sponsorship of the PGA Show’s Winter Jam concert, an event introduced two years ago and headlined this year by Third Eye Blind.

The show has also expanded beyond traditional golf equipment and apparel to reflect the changing nature of golf facilities and clubs.

A prime example is The Clubhouse, a new exhibition area that doubled in size for 2025. This space, geared toward facilities seeking to enhance member or player experiences, showcased three key segments: Fitness, Health and Wellness; racquet sports; and general club amenities. With expanded programming that included two purpose-built courts, the area reflected how golf clubs are diversifying their offerings to attract and retain members.

“It’s not just about the exhibits, it’s about the education, the trends, the innovations, the best practices that you can bring back to your facility,” noted Simon.

Technology & Transformation

Technology’s continually growing role in golf was evident throughout the show floor, particularly in “simulator row,” where companies displayed innovations in screen golf, AI, and flight analysis.

The exhibition also highlighted the evolving golf cart industry, as personal cart ownership grows in golf communities, and the explosive growth in golf apparel, driven by Gen Z consumers and advances in performance fabric technology.

The show’s transformation also reflects broader changes in golf’s demographics and culture.

“In the 18- to 34-year-old range, golf is cool again,” Simon said, noting that a record 200 influencers registered to attend the 2025 show. This cultural shift contributed to significant growth in the apparel section particularly, with new brands emerging to cater to younger players alongside established manufacturers.

Future Shows

Looking ahead, the PGA Show team maintains a three-year planning horizon, with preparations already underway for 2026.

The focus remains on creating value for exhibitors while adapting to industry trends and customer feedback.

“We’ve evolved along the way as have brands. We’re really focused on listening to what the goals and objectives are,” said Simon. “Our Reed Exhibitions mantra is, ‘We’re in the business of helping you grow your business.’ He emphasized that philosophy has helped the show evolve from simply selling floor space to creating comprehensive business opportunities for exhibitors of all sizes.

The success of the 2025 PGA Merchandise Show — with strong participation from both established brands and emerging companies — is not only a continuation of golf’s post-pandemic momentum, but also a showcase of the game’s ability to attract new participants while maintaining its traditional appeal.

“The show,” said Simon, “is a conduit for driving the business of golf forward.”