GBR Weekly | Why the PGA Show Is Golf’s Premier Industry Event
Connecting the dots across golf’s business, media, and professional landscape.
Good morning, GBR community,
It’s no surprise that Brooks Koepka is back on the PGA Tour. As I reported last week, the divorce from LIV Golf looks amicable, but the bigger surprise is the swift action between Koepka and the PGA Tour.
If there was any hope that Jon Rahm, Bryson DeChambeau, and Cam Smith might also be lured back to the PGA Tour under its newly created Returning Member Program, the answer from all three is an unequivocal “no”. Will the PGA Tour persist? Who knows.
Our main attention for today is next week’s PGA Show. Lots of new or updated tech is making the news channels, and that’s where our focus falls for this issue. I’ll provide another update on Friday based on further announcements as the week goes on.
Why is the PGA Show so important? Our big read charts why the annual stop in Orlando, Florida, is so important for the industry.
Good news comes from a report by The Revenue Club, evidencing continued growth in the game in the UK and Ireland.
If you are attending next week’s show, get in contact with me for a meet-up.
NVISAGE TO DEBUT FULL LAUNCH MONITOR RANGE AT PGA SHOW 2026
NVISAGE Technologies will present its full portfolio of golf launch monitors and analytics software at next week’s PGA Show in Orlando, Florida.
Founded in 2023 and headquartered in Illinois, NVISAGE will be showcasing its range of in-house designed and manufactured launch monitors aimed at making advanced swing analytics accessible across all ability levels. The lineup on show will span entry-level to professional-grade systems, including the overhead N1 and N2 models, the portable NEO-E, the range, and coaching-focused NEO-T, and the newly introduced NEO-i, designed for beginners and junior players, all delivering real-time ball, club, and swing data without the need for external computing.
Each device integrates with NVISAGE’s MURLIE software platform, which supports shot analysis, driving range, putting and recording modes, multiple user profiles, and compatibility with third-party simulation software, including E6 Connect and GSPro, underscoring the company’s focus on precision, usability, and flexible deployment across home, coaching, and commercial golf environments. You can explore NVISAGE’s launch monitor range here.
TRUGOLF TO SHOWCASE NEXT-GENERATION INDOOR RANGE AND AI COACHING
Keeping on with new technology being launched at the PGA Show, TruGolf will be unveiling its latest simulator, launch monitor, and commercial range innovations next week (booth 784), led by the debut of its next-generation indoor range platform, TruGolf RANGE, and a preview of the new TruGolf AI Coach.
Designed for repeat visits and facility monetisation, TruGolf RANGE enables up to seven players to practice simultaneously on a single cinematic screen, combining a social, indoor driving-range experience with advanced performance tools including slow-motion replay of club and ball interaction, ball-flight data, and integrated AI swing analysis. The platform also introduces structured training workflows, skills challenges, and competitive game formats aimed at leagues, coaching, group events, and high-turn customer experiences, while supporting scalable deployment across private clubs, resorts, and high-volume commercial venues.
TruGolf will also preview TruGolf AI Coach, which analyses shot data and tendencies to deliver clear insights, drills, and next steps for faster improvement. “TruGolf RANGE is not just an indoor range concept, it’s a scalable platform with engaging new modes that keep golfers coming back, while giving operators tools to improve utilisation and unit economics,” said CEO Chris Jones, adding that the PGA Show is expected to be a key catalyst for interest across the company’s commercial product portfolio.
NEWTON GOLF TO UNVEIL EXPANDED SHAFT LINEUP
Newton Golf will showcase an expanded and refined shaft portfolio in Orlando next week, debuting its new Fast Motion™ fairway wood shafts, introducing dedicated hybrid shafts across its full range for the first time, and presenting updated 2026 versions of its Fast Motion and Motion driver and fairway shafts.
The launch follows a strong 2025 for the company’s shaft business, highlighted by achieving the No. 1 selling shaft position for both drivers and fairway woods at Club Champion. For 2026, Newton Golf focused on strengthening performance consistency across its “matching dot” system, designed to simplify fitting and eliminate the common inconsistencies golfers face when moving between driver, fairway, and hybrid shafts. “Our work with Tour players and amateurs showed us that converting a driver shaft for fairway wood use is not optimal and that selecting different shafts across categories is confusing and difficult,” said founder and CTO Aki Yorihiro. “When shafts change weight, profile, or feel, it leads to inconsistency.
The new Motion and Fast Motion shafts solve this by optimizing each dot so golfers and fitters can simply ‘match the dots’ across the lineup.” On display at the PGA Show will be fairway wood shafts engineered specifically for turf and tee performance, along with new Motion and Fast Motion hybrid shafts designed to deliver consistent feel, improved control, and reduced swing adjustment from the longest club to scoring clubs. Further details of the Newton Golf shaft range can be found here.
AISENSOR.LIVE LAUNCHES NEW APP AND UNVEILS NEXT-GEN SENSOR AHEAD OF PGA SHOW SEMINAR
AiSensor.Live has released a new app, now available on the Apple App Store, designed to extend and modernise functionality across all existing BodiTrak systems, while also outlining plans for new hardware and education initiatives.
The company will host a live seminar on January 20 from 3:30–5:30 p.m. at Rio Pinar Golf Club, featuring ProScreen AI 3D technology, with registration available via an online sign-up sheet. Beyond legacy support, including a new ultra-fast data port replacement for current BodiTrak owners, founder and CEO Terry Hashimoto and co-founder and CTO Grant Derkson confirmed the development of a new high-speed AiSensor, to be manufactured in Vancouver, Canada, and targeted for distribution in April 2026.
The new sensor, expected to retail for under $1,500 and measuring approximately 22 x 44 inches, is designed for golf, baseball, and other swing sports, with additional applications in medical and rehabilitation settings. AiSensor.Live said it will continue the BodiTrak education legacy by offering ongoing training programmes for both existing users and new, golf-focused AiSensor customers.
GOLFSTIX LAUNCHES AI-POWERED MARKETPLACE TO STREAMLINE GOLF GEAR BUYING
Not in Orlando next week, but one to look out for in the future, San Diego-based golf technology company Golfstix has launched a new AI-powered golf marketplace aimed at transforming how golfers buy, sell, and fit equipment. The marketplace leverages artificial intelligence to personalise club recommendations and make fitting more precise, addressing a perennial challenge in the secondary golf market where many golfers struggle to match gear to their game.
Unlike generic classifieds or peer-to-peer platforms, Golfstix’s ecosystem also includes Golfstix Studio, a physical retail warehouse and simulator facility offering an interactive environment where users can shop, practice, and test clubs under one roof. The platform supports both new and used equipment listings and emphasises customisation and performance, with features that connect buyers and sellers more efficiently and enhance the overall shopping experience for golfers of all levels. You can visit the Golfstix marketplace here.
UNKNOWN GOLF RETURNS TO PGA SHOW WITH EXPANDED TOURNAMENT MANAGEMENT PLATFORM
Tournament management platform, Unknown Golf, has announced it will return to the 2026 PGA Show, showcasing platform growth and new tools designed to simplify tournament operations for clubs, professionals, and players.
Exhibiting at booth #2708, the company will demonstrate an expanded ecosystem that includes PinSync for rapid, professional pin sheet creation; VeriScore score-validation technology; the Delegated Event Caddie workflow for assigning staff or volunteers to manage logistics and scoring; a modernised Print Center; integrated club-to-player communications; and built-in USGA GHIN and Golf Canada support for scoring and handicap management.
For thirsty attendees of the PGA Show, Unknown Golf will be hosting a booth-side Happy Hour on Wednesday, January 21, from 4:00–6:00 p.m., with attendees eligible to enter a draw for a free one-year commercial licence. “The PGA Show continues to be an important opportunity for us to connect with the golf community, share what we’re building, and listen closely to the needs of professionals and players alike,” said CEO Justin Whaley. “We’re excited to return in 2026 with continued innovation and a clear focus on elevating the entire golf experience.” More details of Unknown Golf’s full platform of tools can be viewed here.
BALSAM MOUNTAIN PRESERVE EARNS FIRST AGM PLATINUM AWARD FOR GOLF RETAIL EXCELLENCE
Balsam Mountain Preserve, the private resort community set in North Carolina’s Blue Ridge Mountains between Sylva and Waynesville, has received its first Platinum Award from the Association of Golf Merchandisers (AGM).
Judged across criteria including creative merchandising, revenue-generating initiatives, promotions, marketing, management, and visual presentation, the award reflects Balsam’s work in elevating retail standards, with particular emphasis on visual merchandising. The milestone marks a personal achievement for Allison Macke, PGA/AGM Merchandiser and Assistant Golf Professional, who joined Balsam in April from Quail Creek Country Club and previously earned an AGM Platinum Award in 2025. “I have a creative eye for building inspiring displays using the high-end apparel we carry,” Macke said. “Being recognised for this award not only embodies visual appeal and strategic placement, but continues to push me to strive for excellence here at Balsam.”
The club will formally receive the 2026 Platinum Award later this month at the AGM Annual Retail Conference in Orlando, with General Manager Gayle Starke praising Macke’s work and acknowledging the support of Director of Golf Travis Wilson and Assistant Golf Professional Chad Lauze in achieving the honour.
LIV STARS RULE OUT PGA TOUR RETURN DESPITE NEW REINSTATEMENT PATHWAY
LIV Golf majors winners Bryson DeChambeau, Jon Rahm, and Cam Smith have each indicated they do not intend to apply for reinstatement to the PGA Tour, despite the launch of the Tour’s new “Returning Member Program” and Brooks Koepka’s rapid return. Speaking during LIV’s preseason Teams Week, DeChambeau said he remains committed to the league, noting, “I’m contracted through 2026, so excited about this year,” while Rahm added, “I’m focused on LIV for this year.”
Smith echoed that stance, saying earlier this week, “I made a decision to come here, and I stand by it.” The trio is the only LIV players eligible under the new program, which allows former PGA Tour members who have been away for at least two years, and who won a major championship or The Players between 2022 and 2025, to apply for reinstatement by a Feb. 2 deadline. Rahm said he was not surprised by the announcement, adding that he had heard rumours for weeks about a possible pathway back. DeChambeau has one year remaining on his LIV deal, Rahm’s contract, signed ahead of the 2024 season, is believed to run for multiple years, and while the details of Smith’s agreement are unclear, all three are understood to have signed nine-figure deals similar to Koepka’s. Dave Rumsey’s Front Office Sports article can be viewed here.
