By Jim Carchidi
January 23, 2026
Sports business took over the West Concourse of Orange County Convention Center (OCCC) with the 2026 PGA Show, January 20-23. The event welcomes every aspect of the golf world, filling nearly 1.3 million square feet of exhibit space with innovations and trends.
The beginning
The first PGA Merchandise Show took place in 1954 at the PGA National Golf Club in Dunedin, FL. The showcase followed the relocation of the PGA winter tournaments to host cities like Port St. Lucie, Palm Beach Gardens, and Miami. Disney’s Contemporary Resort even hosted the show in 1975, and OCCC became its longstanding residence in 1985.
The format
More than 33,000 golf industry professionals from 94 countries and 50 U.S. states attended the 2025 PGA Show with more than 1,100 participating brands. And this year looks to be even bigger. Each year, the event begins with hands-on tests and interactive experiences at Demo Day at Orange County National Golf Center. Then, the OCCC halls open for three days of exhibits, educational and networking opportunities, live broadcasts, and after-hours events.
Golf's impact on technology is evident in new generations of simulators and trainers that measure trajectory and speed. Photos by Jim Carchidi
The technology innovations continue in golf equipment designs that are spread throughout the exhibit hall.
Golf carts share space with maintenance and all-terrain transportation to fulfill the scope of golf industry vehicle needs.
Ball gathering devices range from large-scale motorized models for courses to simple push-cart-style designs for putting greens.
The exhibit hall is the perfect place for enthusiasts and professionals to sport their favorite golf wear.
The right look is as important as the right clubs, and more than 40% of the PGA Show exhibit space is devoted to golf apparel.
Designers, golf pros, and celebrity golf enthusiasts - like Bill Murray - are offering their takes on fairway fashions.
Golfers have even inspired new designs in the underwear industry.
Breakfast Balls apparel augments its line of polo shirts with character-inspired merchandise, such as golf club covers. Licensing includes comics and movie properties that allow golfers to celebrate their fandom on the course. The company produces an exhibit for the San Diego Comic-Con show floor, and its 150,000+ social media followers help decide which licenses to pursue.
A display of golf Barbie dolls accompanied Barbie-inspired fashions by women's golf apparel brand, Fore All.
The inclusion of tennis and pickleball at many golf clubs has opened the door for racquet sports vendors to present hands-on product demos and tournaments on the PGA Show floor.
The impact
The PGA Show is not only a business opportunity, it’s a document of golf’s reach and influence across multiple industries. Everything a golfer, caddie, instructor, groundskeeper, club owner, and retail associate would need is on the show floor. A new addition, Racquet Sports at the PGA Show, reflects the overlapping of fan bases and coexistence of golf, tennis, and pickleball at clubs and resorts.
The show is among the many conventions and events that fuel the economic impact of Orange County Convention Center. A $560 million expansion will start this year to increase its capacity and annual event schedule.
Sponsor: The Orlando Real is sponsored by the Pozek Group — the #1 real estate team in Orlando and the Official Real Estate Team of the Orlando Magic.
About the Author
Jim Carchidi is an Orlando journalist and photographer with previous work at the Orlando Sentinel and Orlando Business Journal. He covers development, arts, culture, and local stories for The Orlando Real.
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