GBR Tuesday | PGA Show 2026: Key Takeaways, Awards, and Standout Products
A complete wrap-up of the 74th PGA Show. We analyze the new partnership between Platform Golf and Trackman, Zero Restriction's deal with the AJGA, and the standout products setting the trends for 2026
Hi GBR community,
What a week!
The 74th PGA Show wrapped up last Friday, after what was a highly successful and busy week.
The scale of the show is massive, with over 1,000 exhibitors highlighting the diverse nature of the golf industry.
I mentioned in a previous GBR edition just how golf lends itself to technology, and that was apparent on my visit. While full-swing tech giants like Trackman and Foresight were buzzing, the real spotlight was on the short game, with major moves from Platform Golf reshaping the market. We’ll dive into the specific innovations—including a massive new partnership and some incredible tilting technology—later in this issue.
CRM and club management software tools were numerous, indicating the growth in an area that’s becoming more vital for golf clubs, which are managing costs and looking for opportunities to grow. Platforms like our friends at Club Pilot reflect a broader shift toward SMS-first communication, AI-assisted member support, and more efficient day-to-day club operations, while on-course F&B tools such as Clubhaus point to new ways of increasing per-round revenue and reducing friction for both staff and golfers.
Half the hall space was taken up by apparel companies. It was great to see brands like Ashworth, which had a great booth, and brought back memories of me trying to emulate Fred Couples when I was a kid.
I found Sun Day Red to be hugely impressive. The quality of their clothing and their shoe line, including their latest model, the Presidio, will do well this year.
On the consumer-tech side, Pinned Golf also stood out after its Sound Stick PRO — a GPS-enabled smart speaker designed for on-course audio, scoring, and yardages — earned Best New Product honors for the second consecutive year at the PGA Show.
Lastly, it was an honor to be part of and present an award at 59club USA’s annual Service Excellence Awards. The nominees and winners all demonstrate their dedication and hard work to ensure the highest standards of customer service, golf course, and golf club presentation are met every day for members and non-members.
ZERO RESTRICTION SIGNS MULTI-YEAR PARTNERSHIP WITH THE AMERICAN JUNIOR GOLF ASSOCIATION AHEAD OF BETHPAGE 2026 EVENT
Zero Restriction has officially solidified its commitment to the future of the game by signing a comprehensive multi-year partnership with the American Junior Golf Association (AJGA). Under this new agreement, the high-performance brand steps in as the organization’s “Preferred Outerwear Provider,” ensuring the next generation of talent is equipped with the same technical gear used by professionals in major championships.
A centerpiece of this collaboration is the newly minted Zero Restriction Preview at Bethpage, scheduled for May 1–3, 2026. Hosted at the iconic Bethpage State Park’s Blue Course in Farmingdale, New York, the event is set to bring together many of the top junior golfers in the United States. As part of the sponsorship, every competitor in the field will be outfitted with Zero Restriction apparel, designed to handle the often unpredictable northeast weather conditions.
Jack Lessing, President of Summit Golf Brands, noted that the partnership reflects a shared commitment between the two organizations to excellence and long-term development in junior sport. By aligning with the AJGA, Zero Restriction complements its existing portfolio of elite golf sponsorships—which already includes the Presidents Cup and the Solheim Cup—creating a clear pathway of support from junior development right through to the professional international stage.
FAIRWAY & GREENE PARTNERS WITH PGA TOUR STANDOUT SEPP STRAKA
In a significant move for the golf apparel market, Fairway & Greene has announced a new strategic partnership with four-time PGA TOUR winner and Ryder Cup star, Sepp Straka. This collaboration unites the heritage brand, known for its classic lines and authentic golf tradition, with one of the international game’s most accomplished competitors.
Straka, who is currently ranked 12th in the world, will now showcase Fairway & Greene’s premium collection during competition on the PGA TOUR. The signing represents a major coup for Summit Golf Brands, further solidifying its presence in professional golf by aligning with players who embody both elite performance and the traditional values of the sport.
Straka’s journey to the top of the game, combined with his integrity on and off the course, makes him a natural ambassador for the brand. As Straka continues his campaign this season, this partnership signals Fairway & Greene`s intent to remain a staple in the wardrobes of the world’s best ball-strikers.
👉 You can read the full story here.
PLATFORM GOLF PARTNERS WITH TRACKMAN TO ENHANCE INDOOR PERFORMANCE DATA
PLATFORM Golf has announced a new integration partnership with TrackMan, bringing its patented TrueSlope, TrueBreak, and TruePR technologies into the TrackMan simulator ecosystem to deliver more realistic indoor putting and performance analysis. The collaboration allows golfers and coaches using TrackMan to experience authentic green contours, slope, and break data within simulator environments, addressing a long-standing limitation of flat-surface indoor practice.
By combining TrackMan’s launch monitor data with PLATFORM Golf’s immersive putting and analytics technology, the integration creates a more complete training environment spanning full swing and short game performance. PLATFORM Golf said the partnership is designed to benefit coaches, facilities and players by improving realism, instructional value and data continuity, while further strengthening its position within the rapidly growing indoor and simulator golf market.
POWER TEE CELEBRATES ITS 30TH ANNIVERSARY AT THE PGA SHOW
Power Tee, the world’s leading automated golf-ball teeing system, is marking its 30th anniversary at this year’s PGA Show.
Originally developed for driving-range operators, Power Tee`s automatic teeing technology has evolved alongside the game itself. Today, the company is increasingly focused on delivering solutions for the fast-growing golf-entertainment sector, as well as for golfers practising at home using simulators or nets.
At the core of Power Tee`s longevity is the flexibility of its system as a training tool. By eliminating the need for golfers to reset between shots, the technology promotes a consistent setup, cleaner ball striking, and improved alignment, benefits valued by both recreational and elite players.
Over the past three decades, Power Tee has established long-standing partnerships with some of the game’s most recognisable venues. Installations at St Andrews have been in place for 22 years, while The Belfry has used Power Tee technology for more than 16 years.
Reflecting on the company’s milestone, CEO Martyn Wyeth noted that an estimated 20 billion golf balls have been struck from Power Tee systems at ranges worldwide during the past 30 years, an indication of the scale and impact of the technology across the global game.
With new products and solutions in development to support golf’s continued growth, Wyeth believes the industry is entering a particularly strong period for innovation.
OTHER MAIN TAKEAWAYS & INDUSTRY TRENDS
Here’s a quick snapshot of other major stories that were breaking during PGA Show week:
The Indoor Golf Boom: The simulator market is a “white-hot niche.” Industry reports estimate that over the next decade, simulators could account for upwards of $5 billion (up from the current $1.75 billion). A standout example was Korean company Golfzon’s CityGolf concept, where the simulator screen automatically rolls up, allowing golfers to walk forward and putt on an artificial turf surface once they reach the virtual green.
The “L.A.B. Golf” Effect: Following a massive private equity investment in L.A.B. Golf, other manufacturers are rushing to capture the high-tech putter market. New startups are charging early adopters well over $600 for these “flatsticks,” hoping to achieve similar notoriety.
Multi-Material driver faces: The past couple of years have seen a consistent story repeated about driver stability; this year, the power comes back. Callaway launched its new Quantum range, featuring three materials used to construct the face: the outer layer is made of titanium, the middle layer is polymesh, and the third is carbon fibre. Mizuno is doing something similar with a Nanoalloy face combined with forged titanium in the new JPX One driver.
3D Printing Is Growing: I got to test Acey Golf’s new 3D printed wedge range, which performed as well as they looked, exceptional. Founder Andy Chick announced that the provisional patents have been sent for approval for the three models in the current range.
The Pickleball Intrusion: A controversial point for purists was the continued expansion of pickleball within the convention center, which even displaced seating areas, forcing attendees to eat on the floor.
Standout Products & Highlights
Here are the most notable products and brands from the show, ranging from high-tech equipment to innovative accessories:
Clubs & Equipment
I haven’t seen beryllium copper done well since the halcyon days of the Ping Eye 2s, but Titleist showed up with a striking updated beryllium copper finish on a set of its T150 and T250 irons, which looked absolutely gorgeous.
PING S259 Wedges: PING showcased their new S259 line with a short-game clinic led by the legendary Stan Utley. If these perform better than the current S159 gamers, PING has another winner.
Ping also had a lot of interest in the fitting bays for its new 440K, multi-material hollow body i540 irons, and Scottsdale TEC putters. The Scottsdale TEC is so new that the technology story remains under wraps, but the models look set to join the zero-torque bandwagon.
Kelly & Co. Putters: A sophisticated alternative to L.A.B. Golf for under $400. Founder David Kelly introduced a Variable Torque Control concept, allowing golfers to tune torque via weights in the heel and toe, with a center of gravity that sits higher for a purer roll.
Technology & Training Aids
Mileseey Golf launched the GeneSonic Pro, billed as the world’s first all-in-one golf speaker with a detachable GPS handheld. The device combines independent GPS course mapping with high-performance audio, eliminating the need for a smartphone or subscription and offering preloaded data for over 43,000 courses.
GameAbove Sports has expanded its golf technology portfolio by investing in CHIP’d, a sports tech company developing smart golf balls with embedded electronics that deliver real-time performance data. The first offering, CHIP’d Golf, is a putting-specific smart ball and companion app that captures detailed metrics like launch conditions and make-and-miss outcomes to turn practice into measurable progress for players, coaches, and facilities. The patented Intellicore technology transmits data to mobile devices without altering the feel of the ball, supporting gamified training and data-driven coaching.
Garmin unveiled the Approach G82, a premium golf handheld device combining a launch monitor with a GPS device featuring its largest 5-inch color touchscreen and access to over 43,000 preloaded courses (popular number). The device introduces putting metrics, including stroke length, tempo, and speed, alongside traditional swing and course features to help golfers improve both practice and on-course performance. With additional tools like virtual caddie recommendations, enhanced yardages, and long battery life, the G82 aims to serve as both a warm-up training aid and an in-round decision-making companion.
The StackSystem for Wedges: Biomechanist Sasho Mackenzie revealed that there is a 99% correlation between ball speed and carry distance for shots between 30-140 yards. The StackSystem uses a sub-$300 radar device and a gamified app to help golfers dial in their wedge distances.
9-Putt: Described as an “elegant challenge,” this game tests pressure putting by requiring players to putt from a fixed spot to nine gradually smaller targets.
TITE Golf Sunglasses: A new brand offering well-priced shades with lenses that focus amplification on the green part of the light spectrum to maximize course perception. They also feature adjustable earpiece angles.
Apparel & Accessories
ChillAF: One of the most heartwarming stories of the show. Founder Keith Klopcic, a kidney cancer survivor who was once given 11 weeks to live, created the brand and its “StickDude” logo on a bar napkin. His polos, hats, and hoodies are now selling rapidly.
Lambda Golf Shoes: A Portuguese family-owned brand bringing back the classic 1960s and ‘70s aesthetic (saddle shoes and wing tips) using premium materials and handmade craftsmanship.
Forrester’s: A revival of the outerwear brand dating back to 1951, now under the stewardship of Jones Sport Co. owners. They are bringing back reliable, classic gear, including reversible pullovers.
AyrSupport: An impressive travel solution featuring an inflatable protective cylinder that swaddles golf clubs inside a travel bag to prevent damage from baggage handlers.
TourClamp: A simple silicone barrel weight that clamps onto any club shaft, perfect for a quick warm-up on the first tee.
Golf Culture & Lifestyle
“Golf Etiquette for Little Pros”: A children’s book by LPGA pro Lizzy Marlinga that teaches junior golfers (and their parents) on-course behavior through the story of characters Lucy and Ben.
Flag Gear: A sustainable concept by Machine Golf that upcycles retired golf course pin flags into unique headcovers and accessories.
Fashion Watch: Emerging Brands
Four specific apparel brands caught the eye during the show:
7Diamonds: Exuding “California cool.”
Messy Teddy: A Miami-based brand infusing bright blocks of color.
Zipelly: Featuring prints reminiscent of classic wallpaper.
Head Golf: Returning with a ‘70s and ‘90s aesthetic led by designer Ka Ho Kam.