Inside the 2026 PGA Show.
The world’s biggest golf gathering returns to Orlando with a sharper identity, deeper programming, thousands of insiders and a wave of car innovation that’s turning heads from the practice tee to the streets. When the PGA Show opens Jan. 20–23, it won’t just be about clubs and clothing…it will be about the future of how golfers move, train, shop, travel and play.
If you’ve ever wondered what golf looks like when it goes into overdrive, you only need to spend a January week in Orlando. One minute you’re staring at a swing robot whipping drivers inside a convention hall big enough to land a plane. The next you’re nearly clipped by a six-passenger car rolling by with a wrap so bright your retinas file a complaint. This is the PGA Show: a four-day collision of tradition, technology, business and pure spectacle.
Now in its 73rd year, the event is surging again. Organizers expect more than 30,000 professionals, buyers, coaches, merchandisers, superintendents, designers and media. Over 1,000 brands will fill the Orange County Convention Center, from old-guard equipment companies to new-school performance startups, from global apparel giants to small inventors trying to change how we tee up a ball.
And this time, the Show arrives with a new identity: a cleaner visual design that aligns with the PGA of America’s modern direction. The refreshed look mirrors what’s happening inside the building: the game is expanding, blending old and new in ways that feel more inclusive, more energetic and more connected to how people actually play today.
That expansion includes one category that has quietly become a juggernaut: golf cars. What used to be a sleepy aisle of beige fleet models is now one of the loudest, busiest sections on the floor. Personal builds, luxury cruisers, lithium conversions, utility rigs and tricked-out neighborhood rides have turned the car world into its own attraction. Anyone who still thinks a car is just a car hasn’t walked these halls.
But let’s take it from the top.
A Fresh Look for a Sport Redefining Itself
Attendees will notice the updated brand identity before they even scan their badges. Clean lines, a contemporary visual rhythm and a tone that reflects a sport embracing innovation without losing its roots.
The shift isn’t cosmetic. It signals an event stretching into new arenas: fitness, wellness, racquet sports, global travel, tech-driven instruction and yes, next-generation mobility.
You’ll still see the cornerstone companies (Titleist, Callaway, TaylorMade, PING, FootJoy, Nike Golf, adidas, Under Armour, Mizuno, the usual club car goliaths) but the 2026 version feels bigger and more layered. Think lifestyle meets sport, performance meets comfort, tradition meets creative reinvention.
The Range: The Heartbeat of the Floor
Formerly the Equipment Test Center, The Range has been rebuilt into a showpiece. Full-swing bays line up with putting surfaces, gadget stations and contests. It’s loud, chaotic and completely irresistible.
Coaches dig into shot patterns. Buyers bounce from bay to bay, judging feel and sound. Tech companies beam data to massive screens. Clubfitters try to gain a step on the competition by identifying which launches and spin rates will sell this spring.
And woven into the buzz? Mobility brands displaying cars with bag-loading designs, on-board charging ports, adjustable seating, cooler drawers and baseball-stadium-level speakers. A few years ago, no one would’ve imagined cars sharing space with launch monitors. Now they’re part of the rhythm.
Travel, Tourism and Experiences Everywhere
Golf travel isn’t just strong, it’s booming. Enter the Golf Travel Pavilion, built in partnership with IGTM. Inside this global corridor, pros meet destinations, tourism boards, resorts and tour operators to plan the next wave of member trips and seasonal escapes.
Scotland. Portugal. Arizona. Mexico. Caribbean islands with 36-hole days and cocktail-heavy evenings. Operators are building itineraries, comparing course packages and promising experiences that feel less like vacations and more like highlight reels.
And some of those trips now include custom car rentals, tour-style shuttle vehicles and on-property mobility fleets designed for groups who want comfort between rounds. Travel reps know the value of convenience: no one wants to hoof it from the 18th to dinner after a day spent attacking bunkers.
Fitness, Wellness and the Modern Player’s Toolbox
The Fitness, Health & Wellness Pavilion has grown into its own universe. Built on collaborations with TPI, the Golf Fitness Association of America and new partner FIBO, the space is packed with movement screens, mobility tools, recovery devices, strength equipment and coaching models.
Players used to chase distance by tweaking their swings. Now they chase it in gyms, recovery studios and training centers. This pavilion serves the coaches who guide that process.
Wearables, sensors, force plates, recovery stations, hydration science and if you walk far enough, you’ll hit a handful of mobility cars built for stretching stations, wellness centers and training complexes. Yes, even the fitness wing has its own car conversation.
Racquet Sports Crash the Party
If anyone doubted pickleball and padel’s influence, the Racquet Sports at the PGA Show pavilion answers that question with a thump, a pop and a roar from the crowd watching demonstrations on actual courts built inside the hall.
More than 50 brands showcase paddles, racquets, flooring, nets, software, programming ideas and merchandise. Operators exchange strategies for integrating racquet programs with golf memberships.
And because the modern club resembles a lifestyle campus more than a traditional facility, several brands now build cross-sport cars: shuttle vehicles that move players from pickleball matches to putting lessons, maintenance cars that service courts and fairways, and multi-seat cruisers ready to move families from dining rooms to practice areas.
The idea is simple: keep people on property longer and give them reasons to come back.
The Fabric World Gets Its Own Spotlight
The Functional Fabric Fair – Winter Edition adds yet another layer of sophistication. Held Jan. 21–22 in the Tangerine Ballroom, this show-within-a-show draws around 75 textile exhibitors showcasing sustainable materials, cooling treatments, stretch fabrics, eco innovations and future trends.
