GBC & PGA Show 2026

At GBC, my three most intriguing takeaways were these:

• Copyright protection for golf course architects on their designs;
• Use of 529 college funds for golf education;
• The assertion that golfers (people), rather than institutions are now controlling golf culture.

It most certainly seems as though it’s only right for golf course architects to have the legal ability to protect their original creations from copycats. I am most interested to learn how such protection will be implemented and enforced. What will become of “Cape” holes, Redans, and other golf course design trends that have been often copied through the years? The Bolstering Intellectual Rights against Digital Infringement Enhancement Act (BIRDIE Act) which is supported by the American Society of Golf Course Architects (ASGCA) proposes to provide that protection by amending the definition of an “architectural work” to include golf course designs as embodied in any tangible medium of expression, including, but not limited to, architectural plans or drawing, including an architectural plan or drawing.

According to NGCOA’s Jay Karen, “It (BIRDIE) will be reintroduced soon here in 2026. There are several reasons why it is important to protect golf course design in this fashion. Chief among the issues right now is the digitization of golf courses in new-age technology, such as simulators and virtual reality. Companies legitimately generating income off real golf courses and their design work enter into licensing agreements with course owners to use their designs. That’s fair play. But when courses show up in simulator software, and there are no agreements, that’s where trouble brews. In addition, architects and the owners they work with need to have agreements that cover third-party use of course design. ASGCA and NGCOA are working on guidance for the industry in this regard.”

I found it intriguing that 529 college plan funds can now be used for specialized golf education, provided the institution is accredited and eligible for federal student aid. Funds cover qualified expenses—tuition, fees, books, equipment—for degrees in golf management or professional golf instruction. According to my brief online research, there are even qualifying situations where these funds can be used for golf lessons. Geez, I wish I’d have known that. NGCOA’s Karen explains, “To be clear, we don’t know yet if Americans will be able to use their 529 savings accounts on certifications for careers in golf (such as those offered by the PGA of America and GCSAA). The law identifies which certifications are eligible. As far as I know, the professional certifications in golf are currently not part of any of the lists of defined, eligible certifications, but the IRS is also to issue guidance on other certifications that are well-established assets in various industries.“

As the author of The Culture of Golf – Isn’t it Just a Game?, I was most pleased to hear NGCOA’s Jay Karen observe that “Golf Culture is Changing, that Institutions aren’t controlling culture anymore, people are.” IMHO, for golf to experience sustainable growth, not only do we need to embrace those groups historically not a big part of the golf culture, Millennials, Minorities & Moms (the 3 M’s), but like we hear often in our current political discourse, there’s an issue of affordability. Just a few weeks ago I visited a course and learned of a father-son duo who’d paid nearly $1,000 for the round of golf for the two of them. Granted, the course was nice, and it was “in-season” but I couldn’t help but wonder how fees at that level might discourage the next generation of golfers from pursuing the game. While certainly an enjoyable and well-maintained facility, it wasn’t a “bucket list” experience.

I asked Karen about these comments and he replied as follows:

“It seems the pendulum of cultural influence in the game of golf has been swinging away from golf’s institutions towards “the people,” for lack of a better term, due in large part to the power of social media. For the purposes of this discussion, the institutions of golf can be as large as national governing bodies like the USGA and PGA Tour, down to the local private clubs. In these cases, the institutions (while made up of people themselves) seemed to be a bit monolithic in their approach to and governance of the rules and customs of the game. You can wear this shirt, but not those shorts. You are prohibited from changing your shoes in the parking lot. You may not play the game if your shirt is untucked, unless you are a woman. That golf hat you have on? It may not be turned around. I, for one, don’t necessarily object to some of these rules and have always appreciated the buttoned-up aspect of golf. But I can also deeply appreciate why young people think it’s ridiculous. I’m not saying these institutions don’t still control their rules, which has a grip on the culture of golf, but the rules may be changing because of a rising chorus of young people who want to see it change. Without social media, the largess of this desire for change would not be seen or felt in our society. And there is a new layer that combines social media with a new crop of golf stars: the social media influencers. This includes people like Paige Spirinac, Erik Anders Lang and Roger Steele to elite players like Grant Horvat and the Bryan Bros. We are witnessing in real time their cultural influence, and the institutions themselves are starting to show serious signs of being influenced by them! And it will be social media that also serves as an accelerant to include more diversity throughout our game. Again, because this is what the people want.”

The PGA Show, as usual was ripe with new products, especially with golf equipment manufacturers introducing the latest technology to help us all play better. There were more than 34,000 industry professionals from 90 countries and all 50 U.S. states to Orlando for the game’s largest annual business gathering. Marking the 40th consecutive year at the Orange County Convention Center (OCCC), the PGA Show reached its largest size since 2009 for the second consecutive year, underscoring golf’s continued momentum and health heading into the new season.

Spanning 1.1 million square feet of exhibition, demonstration and meeting space across the OCCC’s West Building, often referenced as more than 10 miles of show aisles, the 2026 PGA Show expanded across every major metric, including attendance, exhibitor count, net booth space and total event footprint, making it the largest PGA Show in 16 years. The event featured 1,195 participating brands, representing market leaders, veteran manufacturers and emerging companies entering the golf marketplace, all showcasing thousands of new innovations in equipment, technology, fashion, training aids and golf-related services. Industry professionals in attendance included more than 8,200 PGA of America Golf Professionals, LPGA Professionals and international PGA Professionals, alongside more than 1,300 VIP buyers representing 910 facilities and retailers. Collectively, these VIP buyers brought approximately $975 million in purchasing power and nearly $2.4 billion in retail sales potential to the Show.

Among the most intriguing things I saw were the TRULINKS antigravity golf shoe, which the manufacturer claims will be another tool in the battle against chronic back pain, at least in some instances. I hope it works in my case. The most exciting golf clubs (to me) were the Cobra 3DP iron models which are actually printed on a 3D printer and promise a high level of forgiveness in a classic player’s shape and size. I had occasion to try them out at the show’s testing area and found that to be true, along with providing a feel (while using range balls) that reminded me of the days of forged irons and soft balata balls. Pretty cool stuff, but not cheap at $330 per club. There were also wedges with interchangeable soles allowing the player to customize the same wedge for use in different conditions. Smaller carry and stand bags were also prominent with some designed for less than a full set of clubs which can be adapted to travel lighter, simply carry fewer clubs or correspond to the emerging trend in “short course” development.

On Tuesday (1/20) I presented on developing Exit Strategies and Protecting & Enhancing Golf Property Value. The Power Point for that presentation can be accessed here. During this session, we discussed developing (and updating) an exit strategy, estate planning, the need for good records, deferred maintenance & capital, types of value and pricing/marketing strategies. Feel free to take a look.

This is always one of my favorite weeks and combined with a dose of golf in January, I look forward to next year’s escape from the Pennsylvania winter.