GBR Friday | 2025 PGA Buying Summit in Frisco to Spotlight $525M Golf Retail Market
Every Tuesday and Friday, we connect the dots across golf’s business, media, and professional landscape.
Good morning, GBR,
There are some things that you just can’t legislate for.
Southern Europe is basking in a heatwave at the moment, which, for some reason, is giving catastrophic problems for WiFi. I’m running out of coffee shops where I can utilise any working WiFi, and I’ve had enough coffee to ensure I won’t be sleeping for the next couple of nights.
Moving away from WiFi first-world problems, I listened to a podcast this week where a major retailer is backing research that indicates that golf could die out unless it acts fast to win over the “Gen Alpha” generation.
This eye-catching headline is interesting because figures released by English Golf recently indicate that this isn’t the case. H1 figures show 5.75 million rounds played, four months breaking records from previous years.
Looking at any data from the National Golf Federation (NGF), will show healthy numbers - 3.7 million junior golfers hit the fairways in 2024, the highest number since 2006. However, should we be concerned? Are enough youngsters coming into the game?
Elsewhere, the PGA Buying Summit is ready to kick off next week in Frisco, Texas. The show is destined to be the biggest yet.
In circuits, we cover a story, which could be concerning for the future of LIV Golf’s European contingent, as LIV Golf has announced it will no longer pay players’ fines.
Time for another coffee! We have our usual mix of major stories covering the following areas:
Industry
Circuits/Professional Game
Equipment
People To Watch
Must Read/Watch
Enjoy your weekend!
INDUSTRY
FRISCO HOSTS 2025 PGA BUYING SUMMIT, SOLIDIFYING ITS ROLE AS AMERICA'S GOLF RETAIL HUB
Frisco, Texas, becomes the epicenter for the U.S. golf economy next week by hosting the 2025 PGA Buying Summit at Omni PGA Frisco Resort from July 28–30, drawing nearly 1,000 industry leaders from 36 states and nine countries.
Drawing nearly 1,000 industry leaders from 36 states and nine countries, and representing more than $525 million in annual golf retail sales, attendees will preview Spring 2026 products from 180+ top brands while engaging in high-level networking, professional development, and trendsetting showcases.
With the PGA of America headquartered in Frisco, the city is quickly becoming known as the “Silicon Valley of Golf,” contributing to a national golf economy valued at $102 billion annually.
This year also introduces the Summer Jam Golf Festival on July 29, a free public event featuring live music, PGA professional lessons, interactive contests, and product giveaways.
Held across the expansive PGA Frisco campus and the Omni PGA Frisco Resort & Spa, the Summit delivers a packed three-day schedule blending education, commerce, and connection.
Programming begins July 28 with exclusive VIP buying sessions, hands-on coaching workshops, and a fashion show featuring 15 leading and emerging apparel brands, hosted by NBC Golf Channel’s Bailey Chamblee.
The sold-out Exhibit Ballrooms open July 29–30, showcasing apparel, gear, and innovation from across the golf retail spectrum to influential buyers representing over $300 million in purchasing power.
While the Summit is invite-only for industry professionals, the Summer Jam Golf Festival, supported by MyShop, is open to the public on July 29 from 7–10:30 p.m. in the PGA District, bringing together fans, families, and the golf community for a vibrant celebration of golf culture and commerce. More details on the PGA Trade Show are available here.
GOLF PARTICIPATION SURGES IN ENGLAND WITH RECORD-BREAKING FIRST HALF OF 2025
England Golf has reported a dramatic rise in participation across the first half of 2025, with over 5.75 million scores entered into the World Handicap System—marking a nearly 30% year-on-year increase.
While January saw an 11% dip compared to 2024, the following months delivered record-breaking gains: February (28%), March (85%), April (98%), and May (18%) all outpaced previous highs, with only June posting a marginal 3% decline.
The national governing body now appears on track to exceed last year’s total of 10.2 million scores. Chief Operating Officer Richard Flint credited the growth not only to favorable weather but to strategic outreach via junior programs, women’s golf initiatives, and the expanding iGolf platform for independent players.
He also cited the rising momentum behind the “Respect in Golf” movement, which promotes inclusivity across clubs and counties, helping establish golf as a welcoming and accessible game for all backgrounds and skill levels. Further information on the surge in the number of rounds played in England can be found here.
TROON EXTENDS SEATTLE GOLF MANAGEMENT DEAL THROUGH 2040
Troon has renewed its agreement with the City of Seattle to operate its four municipal golf facilities for another 15 years, extending through 2040 with a five-year renewal option.
Premier Golf Centers, a Seattle-based Troon company that has managed the city’s courses for over two decades, will continue overseeing Interbay Golf Center, Jackson Park Golf Course, Bill Wright Golf Course at Jefferson Park, and West Seattle Golf Course.
The renewed agreement includes support for capital improvements to enhance the player experience and maintain affordability and accessibility for Seattle’s diverse golf community. “21 years of driving golf operations forward – built on trust, teamwork, and passion,” said Patrick Merriam of Seattle Parks and Recreation. Troon’s Vice President of Operations, Ryan Whitney, added, “This renewal reflects a shared commitment to community golf.”
The announcement follows similar long-term extensions in Chicago and Cook County earlier this year, reinforcing Troon’s role as the nation’s largest operator of municipal golf facilities with over 150 courses under its management. Troon has provided more details of the renewed Seattle golf management deal in the press release issued to coincide with the announcement, which can be viewed here.
FIVE IRON GOLF TO OPEN FLAGSHIP SAUDI VENUE ATOP PIF TOWER IN RIYADH
Five Iron Golf has announced a strategic partnership with Golf Saudi to launch multiple locations across the Kingdom, with its first flagship venue set to open in 2026 at the base of Riyadh’s PIF Tower in the King Abdullah Financial District.
Spanning over 16,000 square feet, the immersive indoor golf facility will combine tour-level simulator technology, professional coaching, Callaway club fitting, and a full-service hospitality experience—tailored to the Saudi market.
This expansion aligns with Saudi Arabia’s Vision 2030, aiming to make golf more inclusive and accessible while fostering youth and women’s participation.
Backed by investors such as Callaway Golf and Danny Meyer’s Enlightened Hospitality, Five Iron is rapidly scaling its global footprint, with over 60 new locations in the pipeline. “This is more than just a golf venue—it’s a cultural bridge and a new access point for the sport in the region,” said Five Iron CEO Jared Solomon. Golf Saudi CEO Noah Alireza added that the venture reinforces the Kingdom’s commitment to building a vibrant, year-round golf ecosystem. Further details on Five Iron’s expansion into Saudi Arabia can be found here.
CIRCUITS/PROFESSIONAL GAME
PGA TOUR UNVEILS "RAPID ROUNDS" TO DELIVER FASTER ACCESS TO PLAYER HIGHLIGHTS
The PGA Tour has launched "Rapid Rounds," a fast-paced video series offering condensed highlights of complete player rounds, aimed at enhancing fan engagement through quicker, easier access to golf’s biggest stars.
Rolled out this week at the 3M Open, the initiative features select rapid-fire recaps of featured players from CBS, Golf Channel, NBC, and PGA TOUR LIVE on ESPN+, with uploads available just hours after each day’s play concludes.
Part of the Tour’s broader Fan Forward strategy—based on insights from over 50,000 fans—“Rapid Rounds” addresses the top fan request for more round highlights and recaps. Videos will appear across ESPN, Disney+, CBS Sports digital platforms, and NBC Sports beginning with the FedEx St. Jude Championship.
PGA Tour executive VP Norb Gambuzza emphasized that with more cameras and coverage than ever, this new format offers fans a streamlined way to relive top performances or catch up on missed action. Sixteen-time winner Justin Thomas, a key player behind the concept, called the rollout a “rewarding milestone” for the Tour’s Player Advisory Council. You can find out more about Rapid Rounds from the PGA Tour here.
TPC NETWORK COURSES EARN GEO SUSTAINABILITY CERTIFICATION IN LANDMARK ACHIEVEMENT
A cohort of eight TPC Network golf courses has officially achieved GEO Foundation for Sustainable Golf certification, marking a significant step in the PGA Tour’s broader commitment to environmental stewardship.
The certification process, led by independent third-party audits, evaluated key sustainability performance across nature conservation, resource efficiency, and community impact.
Courses including TPC Colorado, TPC Potomac, TPC Las Vegas, and TPC Twin Cities met rigorous standards through initiatives such as turf and water use reduction, restoration of native habitats, adoption of electric equipment, and implementation of solar energy.
“This certification is both a reward for the efforts of our team and a roadmap for future progress,” said Vic Aliprando, senior vice president of TPC operations, who emphasized the value of consistent and transparent sustainability practices across the network.
Beyond on-course improvements, the facilities are also making a measurable social impact through community engagement and charitable giving.
Initiatives include composting green and kitchen waste at TPC Twin Cities, eliminating single-use plastic bottles at TPC Potomac, and tracking waste for on-site reuse at TPC Boston. Notable community contributions include $2.5 million raised annually for local causes at TPC Colorado and a $300,000 impact supporting at-risk youth through TPC Summerlin’s Real Talk Youth Impact Program.
“Golf’s deep connection with the natural environment means the way courses are managed must play a central role,” said PGA Tour director of sustainability Brazos Barber.
As the first wave of TPC courses to earn GEO certification, these venues are not only leading by example, but also signaling a shift toward more climate-conscious and socially responsible course operations across professional golf. Further details of the GEO certification and some of the initiatives carried out across the TPC venues can be found here.
LIV GOLF RETURNS TO JCB IN 2026
LIV Golf has confirmed it will return to JCB Golf & Country Club in Rocester, Staffordshire, from July 24–26, 2026, for the third edition of LIV Golf UK by JCB.
With news of the 2026 event coming back to JCB, early bird ground passes and Club 54 hospitality packages are now available for purchase.
The host venue, designed by European Golf Design’s Robin Hiseman and opened in 2019, is built across 240 acres of rolling countryside adjacent to JCB’s World HQ.
The par-72 layout stretches over 7,300 yards and is renowned for its dramatic contours, strategic bunkering, and standout holes, including the signature 17th, a 255-yard par-3 played to an island green that evokes comparisons with TPC Sawgrass. 2026 early bird tickets and Club 54 hospitality packages can be accessed via LIV Golf here.
LIV GOLF TO CEASE PAYING FINES, PUTTING RYDER CUP ELIGIBILITY IN JEOPARDY
LIV Golf has notified its players that it will no longer cover DP World Tour fines beyond 2025, potentially derailing the Ryder Cup ambitions of several European stars.
Since its inception in 2022, LIV has paid approximately £15 million in sanctions on behalf of defectors, with an estimated £8–10 million in outstanding fines hinging on an appeal from players including Jon Rahm and Tyrrell Hatton.
That appeal, scheduled after the 2025 Ryder Cup, temporarily preserves their eligibility. Still, a likely defeat—based on legal precedent—would leave them liable for hefty annual penalties if they wish to retain DP World Tour membership.
Rahm’s camp has already stated he “has no intention of paying any fines,” raising questions about whether others like Hatton, Tom McKibbin, and Adrian Meronk will absorb the cost to remain eligible for European team selection.
The DP World Tour faces a looming standoff: uphold its rules and risk losing marquee talent, or soften its stance and invite backlash from loyal members who rejected LIV’s riches. With no PGA-LIV truce in sight, the issue threatens to fracture the Ryder Cup team and test the Tour’s resolve. James Corrigan was the first to cover this story; his full article for The Telegraph newspaper can be read here.
RECORDS SHATTERED AT THE 153RD OPEN AS PORTRUSH
The 153rd Open at Royal Portrush has rewritten the record books, cementing its place as one of the most successful stagings in the championship’s storied history. From sell-out crowds to surging global viewership, the return to Northern Ireland’s Antrim coast captivated fans on every front.
Key highlights include:
Record Attendance:
278,000 total spectators – the highest for an Open outside of St Andrews
90,000 fans across Practice Days – a new record
19,000 children attended for free via the ‘Kids go Free’ initiative
Unprecedented Demand:
Over 1.2 million ticket applications submitted via the ballot
Broadcast Milestones:
UK: 21.2 million viewer hours on Sky Sports – a 36% YoY increase
US: 4.1 million average viewers on NBC/Peacock for final round (+21% YoY), peaking at 6.1 million
Most-watched Open on Sky since 2022
Digital & App Engagement:
TheOpen.com saw a 60% rise in pageviews YoY
Open App up 21% in daily users, with four days exceeding 400,000 users
New features led to a 96% jump in session duration
Social & Fan Growth:
436M+ social video views, 400,000 new followers (+178% YoY)
One Club membership surged by 155,000 to top 2 million across 184 countries
As Neil Armit, CCO of The R&A, noted: “These record-breaking figures are a testament to the enduring appeal of The Open and the passion of the fans for links golf at its finest.” More details on attendance and viewing figures at Royal Portrush can be found here.
EQUIPMENT
PING LAUNCHES NEW iDi UTILITY IRON
Ping has unveiled its latest innovation for 2025—the iDi utility iron—positioned as a high-performance addition to the brand’s acclaimed Crossover lineup and tailored specifically for better players seeking versatility and control in the long game.
Featuring a precision-engineered 17-4 stainless steel head, the iDi offers three distinct loft options (17°, 19°, and 22°) to suit varied ball flight preferences—from low-launch, low-spin tee shots in firm or windy conditions to higher-launching options ideal for stopping power into greens.
A thin, maraging steel face welded to a deep yet compact chassis helps generate impressive ball speeds, aided by a lower centre of gravity placed closer to the strike zone. Ping’s inR-Air Technology introduces an internal air pocket behind the face, dampening unwanted sound while enhancing feel at impact, and the i-Beam frame adds structural rigidity and acoustic tuning.
The club’s refined shape is shorter heel-to-toe and shallower front-to-back for improved workability, with lie and loft adjustability built in. The Ping iDi is available now, with an RRP of $399 (£295, €340). More details on the various custom-fitting options can be found at Ping Golf.
PEOPLE TO WATCH
TRAVISMATHEW HAS APPOINTED JAMES OSBORNE AS SALES DIRECTOR FOR THE EMEA REGION. The move signals the brand’s continued investment in its European expansion strategy. Osborne will focus on enhancing retail partnerships, improving service delivery, and driving premium growth opportunities. His appointment marks a key step in TravisMathew’s ambition to strengthen its footprint across the EMEA market. Golf Business News
THE MYRTLE BEACH GOLF HALL OF FAME WILL INDUCT DR. BRUCE MARTIN AND ARTHUR L. “MAX” MORGAN JR. ON SEPTEMBER 24. The ceremony will take place at the historic Pine Lakes Country Club, the Hall of Fame’s permanent home. Established in 2008, the Hall of Fame honors those who have shaped the Grand Strand’s renowned golf industry. Martin and Morgan join a select group recognized for their lasting impact on golf in the Myrtle Beach region. More details on Martin and Maorgan’s achievements can be found at Play Golf, Myrtle Beach.
AZALEA APPOINTS JOSH ABBOTT AS GROUP ACCOUNT & MARKETING DIRECTOR AS PART OF ITS CONTINUED GROWTH STRATEGY. Abbott returns to the agency after three years at Foxhills Club & Resort, where he led marketing and communications for the acclaimed venue. He brings a proven track record of delivering impactful campaigns across golf, hospitality, lifestyle, and membership sectors.
His appointment follows recent structural changes at Azalea aimed at accelerating the company’s expansion and client service capabilities. More information on Abbott’s return to Azalea and his new role can be found here.Must Read/Watch
LIV Golf is always likely to start a lively debate. Love it, hate it, its job in part was to disrupt traditional golf. Now that we are three years into LIV Golf, is it working from a commercial standpoint? Sportcal’s Ferdinand Wright takes a look under the bonnet to help answer the question.
Ping is one of the most trusted brands in golf. The Phoenix-based company, founded by Karsten Solheim, has been responsible for many firsts in the equipment industry. Erik Anders Lang is joined by Karsten’s sons, John and Allan, in this truly fascinating YouTube video, to relive the birth of the company and to share some personal and professional insight into their father.
Driving ranges face increasingly stiff competition for our attention. Golf entertainment venues such as Five Iron Golf blur the lines of golf and socializing to provide a more relaxed environment. However, driving ranges still play a vital part in introducing people to golf, provide an escape for a quick hour to practice, or beat balls to improve. Golf Business News started a series, which first appeared at Inrange Golf, documenting how range owners can apply different strategies to help grow revenue and improve the overall experience for golfers.
U.S. President Donald Trump is currently in Scotland, enjoying some golf at his resorts. Business will not be too far away; however, Trump is still keen to get Turnberry back on the Open Championship rota. His visit comes just over two weeks before the DP World Tour hosts a new tournament at Trump’s critically acclaimed Trump International near Aberdeen. Andy Buchanan and Aurelia End’s article for the AFP sets out the trade agenda for Trump’s trip.