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Technology, vintage sensibility collide at PGA Show
Editor’s note: GGP+ is providing golf-industry coverage in conjunction with this week’s PGA Show in Orlando, Florida.
ORLANDO, FLORIDA | Golf’s business mecca, the PGA Show, once again roared to life this week, hosting more than 30,000 attendees to mingle with upwards of 1,000 vendors and exhibitors. From humble beginnings as a slapdash trunk show in Dunedin, Florida, the self-proclaimed “major of golf business” has grown into an international destination that sprawls across 1.1 million square feet of convention space.
While the gathering’s showcase of technological innovation was stronger than ever, this year’s edition saw a healthy dose of tradition sprinkled throughout the Orange County Convention Center. The resulting blend of retro styling and cutting-edge development produced an atmosphere wholly unique and utterly representative of golf’s current cultural landscape – an enticingly strange mix of the game’s storied past and its battery-powered future.
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The Best Things We Saw at the PGA Merchandise Show
ORLANDO — The future of golf is now. That is the recurring theme of the PGA Merchandise Show, which sells faith, hope and the certain knowledge that we hacks can buy a better game.
It is not false hope. Sometimes we can buy a better game. Technology advances on our behalf and the hallways of the mammoth-sprawling-gargantuan Orange County Convention Center are filled with the effort.
There is so much to see at the PGA Show and so little time. Here are my awards for the items that stood out the most, in my humble and possibly stupid opinion:
The North Korea-South Korea border, that is. Meet AutoFlex, a South Korean golf shaft with a mystery makeup. AutoFlex didn’t file for a patent for its shaft because in semi-lawless Asia, one man’s patent is another man’s blueprint to copy. The AutoFlex shaft is unusually whippy but instead of causing shorter and more crooked drives, it creates longer and straighter ones. I started using it in my driver three summers ago and instantly picked up 12 yards of carry. I later added the shaft to my 3-wood, too, and it was a game-changer. This year, AutoFlex is expanding distribution in North America and has shafts for irons, too. Due to tariffs, the price of the woods shafts has risen from $750 to over $800—yeah, it’s a big bite but in my case, well worth it. The iron shafts will be around $210.
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