PGA of America Golf Professionals, merchandisers and other members of the Association of Golf Merchandisers (AGM) converged on the Orange County Convention Center Tuesday for the AGM Retail Conference, which featured a full lineup of education sessions, a keynote address, networking opportunities and, new for 2025, hands-on interactive workshops.
The AGM, with some 850 members and just over 200 vendor partners, has solidified its place in golf retail, and according to CEO Jennifer Morton, this year’s event gave attendees a chance to recharge, innovate and elevate their businesses in new and exciting ways.
“A little over a year ago, I spoke to two of the founding members of the AGM, and they said the original goals were education and networking. The fact that we have stayed true to that is very rewarding,” she said. “I also love the fact that we’re bringing in new speakers each year, utilizing our weekly education programs to see which are resonating with the members to bring them in for the conference.”
Once again, education sessions ran throughout the day and were divided into three categories – merchandising, marketing and management – allowing AGM members to zero in on their areas of interest. Highlights included The Little Workshop of Big Golf Promotions led by Ken Morton, Jr.; Retail Reality Check: Retailing in a Post-Pandemic World led by Leigha Turner; and Style, Strategy and Trends: Golf Retail in 2025, a live podcast with Marty Hackel and Justine Gray.
Creating the biggest buzz was Mastering the Art of Display: A Workshop Challenge led by Alecia Lane and Tracy Edgemon where members divided into groups and asked to put together a display with apparel, props, tables and mannequins.
“I think it was fun to collaborate with other buyers and see them share their ideas and techniques in a very short period of time,” said Victoria Matthews, Retail Manager and Buyer at St. Andrews Country Club in Boca Raton, Florida. “It was very interactive and gave us a chance to tell a merchandising story.”
During the lunch and presentations, AGM immediate past president Tracy Moffatt was presented with the 2025 Educator of the Year Award. Moffatt, who joined the AGM in 1998, has been part of the education program since 2000 and was integral in developing the AGM Certified Retail Manager Program, which has seen over 200 participants since it was launched in 2020.
The event also featured an address by Dan Holman, CEO and Director of Retail Planning at Canadian Retail Solutions, where he specializes in marketing, inventory planning and customer-driven sales management. Holman discussed evolving consumer expectations during the shopping experience and how to compete with major chains and e-commerce giants by focusing on expertise, niche product lines and superior customer service.
This year’s keynote speaker was Ben Lorenzen, Creative Director at Champions Run in Omaha, Nebraska, specializing in member engagement, technology, marketing, creativity and enhancing member experiences. His address, “All Grown-Ups Are Pirates,” focused on rediscovering one’s inner child and bringing excitement into the daily routines that come with adulthood.
“Ben is a fun operator, and I love the fact we brought in someone golf specific this year who knows that space and is doing absolutely unique ideas at his facility,” Morton said. “It’s about breaking boundaries, thinking outside the box and trying to incorporate fun into the retail experience, and I really think the opportunity here is to find ideas, tweak them and bring them back to your own facility to help it grow and succeed.”