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Opinion & Analysis

Orlando Follies: A history of the PGAM Show

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First, a disclaimer. After my previous story a comment appeared under the name Barney Adams that essentially said cut the crap with the Mickey Mouse criticism. While I appreciate the person’s support it wasn’t posted by me; I have plenty of scars from being a visible person over the years. I’ve been praised and ripped — it’s the norm. If my wife even considered the thought that there were two of me, the shock would be overwhelming.

For those of you who have never attended the PGA Merchandise Show, think of it as golfer nirvana. The Orlando Convention Center, which is more than 2 million square feet, displays everything you could think of that is associated with the game — clubs to clothes and in this era, electronics and computer-aided analysis.

For all the passionate golfers out there, it doesn’t get any better and that doesn’t count the dozens of seminars available to PGA professionals. Today, the Show starts off with Demo Day, which is outdoors and open to the public, and it is followed by three days of industry-only attendance inside the convention center that is truly a golf spectacle.

The Show started in 1954 (where were you 61 years ago?) and parallels can be drawn between it and the golf industry. Back in 1954, it was some reps showing their products on the putting green at Dunedin Golf Club in Florida where the Senior PGA championship was being held. It “expanded” to the parking lot, car trunks, display tables and the game was on.

In those days you could accurately describe the industry as an “old boys club” — basically friends getting together. The equipment world was one of forged blades and persimmon with a little maple thrown in. Pioneers like Ernie Sabayrac and Dick Tarlow were introducing the radical idea of carrying golf shoes and eventually clothing in golf shops. For the better part of the next 20 years, the Show had multiple locations and as late as 1977 exhibitors used the ballroom at the Disney Contemporary Hotel with smaller companies in small adjoining rooms.

What happened that the Show went from hotel rooms to the gigantic Orlando Convention Center? By far the single largest impetus occurred in a courtroom. In 1970, it was ruled that the practice of restricting “pro-line” clubs to PGA onsite golf shops was a restraint of trade. A store called Golf City in New Orleans made this claim and while contested by all the major manufacturers and the PGA itself the ruling was made. Hello retail!

Prior, there was pro-line equipment and store-line equipment and the former was considered superior and could only be purchased from your local PGA pro. It didn’t happen overnight, but with that ruling the equipment-selling game changed. The best golf equipment could be purchased directly by retailers, sold at whatever prices they chose and the industry would never be the same.

There were some holdouts who did their best to keep retail pricing in line with what the manufacturer suggested (Ping to this day), and some others who positioned themselves as selling to pro shop only. But on the whole the pro shops ceased to be a major factor (about 10 percent of sales), retail took over and there was a huge emphasis for manufacturers to supply technical improvement. 

IN A PHRASE, MORE DISTANCE!  

This so alarmed the USGA that it instituted the coefficient of restitution (COR) or spring-like limit of 0.860 in 2003 amended it to 0.830, defining max ball speed in the center of the face where it stands today. All of this coincided with the boom in amateur golf, a 50 percent increase from 1985 to 2005.

I was there during the boom years and it’s almost hard to describe, surreal in a way. For example, Callaway and Cobra were Carlsbad rivals and the Show became a case of booth one-upmanship. I promise their booths were bigger than the original outing in Florida, and they were close to each other. If one had music, the other had more… celebrities, golf pros, etc.. They were a show in themselves and very successful companies I might add.

The Show had “Main Street,” which is where the prominent companies were located, and attendees were not the golfing public but buyers. Translation: You wanted to be on or just off Main Street to get the traffic flow.

I can remember as a growing company having very mixed feelings about the Show. I started in a small booth in the back near the restrooms and we ended up on Main Street. It sounds like success and in a way it was, but it was very conflicting. The giant booths, celebrity guests, cocktail parties, did not withstand a ROI analysis. Fortunately our large booth had been purchased used and refurbished for our needs. Knowing this abated some of the cost anxiety.

ON THE ONE HAND, YOU FELT LIKE YOU HAD TO BE PART OF THE PARTY. ON THE OTHER YOU WERE THINKING, “WHY AM I SPENDING THIS MONEY? IS THERE AN ALTERNATIVE?”

I used the title Orlando Follies for this article, and when you look up the definition of the word follies “lack of good sense” leads the definitions.

To wit, the Show is an international show. When you buy space you are essentially saying you are ready to compete in that environment, otherwise why attend? I realize there are some small displays with neat ideas looking for a partner, someone to help them in the marketplace, but let’s talk about companies making golf clubs because their time is at hand to compete with the big boys.

I kept records of the companies that attended the PGA Merchandise Show each year, so I got out my old show books and counted in excess of 110 equipment companies that attended the Show between 1990 and 2002 — certainly a sustained period of industry growth. These companies are no longer significant competitors. Some are web sites, some were bought up by retailers for the brand name but they are in “other “ when it comes to market share. Follies influenced their presence, reality surfaced.

It was the people at Ping in 2003 who came up with a solution. They stopped attending! I remember thinking, who better? I wish I had Ping’s courage (and market position) and what it proved was that not attending had zero effect on the company’s business. Others got the message, booth sizes shrunk if not disappeared altogether and the music died.

Further, there was a seismic shift in the retail market. All those buyers from small shops and chains gave way to five major retail operations buying for multiple stores. That meant that most of the upcoming year’s buying decisions were made well before the Show started. It’s now about sell through, not sell in.

Like all major shifts in the pendulum, it seldom stops in the middle. The PGA Merchandise Show went from a bonanza when Reed Exhibitions bought it in 1992 to partial building occupation 15 years later. I don’t go any more — no reason and haven’t been for years. I still have old friends in the business and they tell me the Show is moving back to some of its former luster, especially with the big consumer Demo Day.

I was fortunate to see the Show develop first hand, starting with hotel rooms at the Disney Contemporary to the days of the giant booths. Follies, yes, but remember the word is associated with good times!

Barney Adams is the founder of Adams Golf and the inventor of the iconic "Tight Lies" fairway wood. He served as Chairman of the Board for Adams until 2012, when the company was purchased by TaylorMade-Adidas. Adams is one of golf's most distinguished entrepreneurs, receiving honors such as Manufacturing Entrepreneur of the Year by Ernst & Young in 1999 and the 2010 Ernie Sabayrac Award for lifetime contribution to the golf industry by the PGA of America. His journey in the golf industry started as as a club fitter, however, and has the epoxy filled shirts as a testimony to his days as an assembler. Have an equipment question? Adams holds seven patents on club design and has conducted research on every club in the bag. He welcomes your equipment questions through email at barneyadams9@gmail.com Adams is now retired from the golf equipment industry, but his passion for the game endures through his writing. He is the author of "The WOW Factor," a book published in 2008 that offers an insider's view of the golf industry and business advice to entrepreneurs, and he continues to contribute articles to outlets like GolfWRX that offer his solutions to grow the game of golf.

9 Comments

9 Comments

  1. Dick

    Feb 3, 2015 at 2:46 pm

    I was there in 2011 as a guest of Adams Golf and got to see Barney receive his award for Outstanding Contributions to the Game of Golf, complete, among other things, with video tributes to him from Arnold Palmer and President Bush. It was a fun exprience. The show is vast. My wife and I got to rub elbows and have conversations with Ryan Moore of the PGA Tour, Brittany Lang and Paula Creamer of the LPGA Tour, Hall-of-Famer Nancy Lopez, and famous instructors Dr. Gary Wiren, Jim Hardy, and Jim McLain, as well as the honoree himself. I recall that nearly every other booth was promoting some sort of elaborate electronic device that would measure/improve your golfing performance. And it seemed as if every third person exiting the show had one of those Tour Striker training clubs tucked under his/her arm. (I should have paid attention to that phenomenon – all we came away with were a couple of ball retrievers!). Items like that sell at a deep discount at the show. If you love the game, it’s easy to get caught-up in the spectacle of all that goes on there each year, despite its apparent downgrade from what it used to be.

  2. Ryan M

    Jan 31, 2015 at 2:34 pm

    Definitely another good article Mr. Adams.

    I really want to go to the show one of these years. Not to see TM, Cally, or Titleist but the smaller companies.

  3. Gordon

    Jan 31, 2015 at 1:58 am

    C.O.R. reduction etc would be an interesting subject for a future article. As a naturally cynical person Mr Adams pieces are a breath of fresh air within the marketing hot air. Thanks

  4. Jason

    Jan 29, 2015 at 9:36 pm

    Great story. As a PGA professional, I often walk the floor of the convention center and wonder, how do all these companies, especially the niche manufacturers make enough money to justify being here. I seldom set foot in a major manufacturer’s booth because they pay reps to come and see me at my facility. For me, the show is about relationship building and catching up with old friends in the industry. Its a hell of a show though, that’s for sure!

  5. Walter

    Jan 28, 2015 at 4:09 pm

    Now they need to open it up to the public and charge a nominal entrance fee. This would put a new spin on it and create a new buzz.

  6. Walter

    Jan 28, 2015 at 4:05 pm

    A sign of an ever changing economy and industry.

  7. ABOMB

    Jan 28, 2015 at 2:40 pm

    I absolutely hate this website’s new format

  8. Greg Pickett

    Jan 28, 2015 at 1:29 pm

    It doesn’t sound good,been in the repair , club building for 40 years in Memphis Tennessee , not good here.

  9. Greg V

    Jan 28, 2015 at 12:07 pm

    Thanks for the history lesson!

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Opinion & Analysis

Brandel Chamblee PGA Championship Q&A: Rose’s huge McLaren risk, distracted LIV pros and why Aronimink suits the bombers

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PGA Championship week is here, and Brandel Chamblee did not hold back in our latest discussion ahead of the season’s second major.

In our 2026 PGA Championship Q&A, golf’s leading analyst made the case that PIF pulling LIV’s funding has left its players competing in a state of confusion, called Justin Rose’s mid-season equipment switch a huge risk at 45, and explained why Aronimink will be a bombers’ delight this week.

Check out the full Q&A below.

Gianni: With the PIF confirming that they’re pulling funding from LIV at the end of the season, what impact do you expect that to have on the LIV players competing at the PGA Championship?

Brandel: I would imagine that they have all been thrown into a state of confusion, and will be distracted, not knowing where they are going to play next year and not knowing exactly their road back to either the DP World Tour or the PGA Tour. Or in Rahm’s case, being tied to a sinking ship for the next few years, likely playing for pennies on the dollar in events that no one cares about or watches.

I doubt this would put him in the best frame of mind to compete at his highest level. Keeping in mind, however, that majors are the only time that LIV disciples get to play in events that matter, so never disregard the motivation they have to prove to the world they are still relevant.

Gianni: Justin Rose switched to McLaren Golf equipment mid-season while playing some of the best golf of his career. What do you make of the change?

Brandel: I don’t really know what to make of Rose switching equipment. It seems a huge risk on his part, even though it is likely, in my opinion, that the clubs he’s playing are similar, if not the exact grinds, to what he was playing previously, with a McLaren stamp on them.

Having said that, at best, it is a distraction when he seemed to be as dialed in with his game as any 45-year-old could be and trending in the majors to perhaps do something that would definitely put him in the Hall of Fame. At worst, given the possibility that these clubs aren’t just duplicates of his old set stamped with McLaren on them, he’s made an equipment change that would take time, and 45-year-old athletes don’t have the time to do such things.

Gianni: Aronimink has only hosted a handful of professional events since it hosted the 1962 PGA Championship. What kind of test does it present, and does a course with less recent major championship history tend to level the playing field?

Brandel: Even though Aronimink has only hosted a handful of meaningful professional events, it has been fairly discerning in who can win there. When Keegan Bradley won the BMW Championship on the Donald Ross masterpiece in 2018, he was the 2nd best iron player on tour coming into that week. When Nick Watney won the AT&T at Aronimink in 2011, he was 2nd in strokes gained total coming into the week.

In 2020, Aronimink hosted the KPMG Championship, and Sei Young Kim won. On the LPGA that year, she was first in greens in regulation, putts per green in regulation, and scoring average on the way to being the LPGA player of the year. And then there is the 1962 PGA Championship won by Gary Player, who eventually became just one of a few players to win the career grand slam on the way to winning 9 majors. It is a formidable test, and if it’s not softened by rain, it will bring out the best in the upper echelons of the game.

Gianni: Is there a specific hole at Aronimink that you think will do the most to decide the winner?

Brandel: The hardest hole at Aronimink in each of the three tour events that have been played there since 2010 has been the long par-3 8th hole, with the par-4 10th being the second hardest, so most of the carnage will happen around the turn, but with the par-5 16th offering opportunities for bold plays and the tough closing holes at 17 and 18, the finish is likely to be frenetic.

Gianni: The PGA Championship has always sat in the shadow of the other majors. What does the ideal PGA Championship look like in your eyes, and what would it take for it to carve out its own identity?

Brandel: The PGA Championship, to whatever degree it suffers from the comparison to the other three majors, is still counted just as much when adding them up at the end of one’s career. Almost 1/3 of Nicklaus’ major wins were the five PGA Championships he won. Walter Hagen won 11 majors, five of which were PGA Championships.

Tiger Woods twice in his career won back-to-back PGA Championships, and those four majors count just as much as the other 11 he won. The PGA may not have the prestige of the other three, but it carries the same weight. Having said that, I preferred the identity that it had as the last major of the year.

Gianni: You nailed your Masters picks. Rory won, Scottie finished solo second, and Morikawa surged to a tie for seventh. Who are your top 3 picks for the PGA Championship and why?

Brandel: I am not a huge fan of majors played on golf courses that have been shorn of most of the trees, although I understand some of the agronomic reasons for doing so and of course the ease with which it allows members to play after errant drives. However, at the highest level, it all but eliminates any strategy off the tee and turns professional golf into an even bigger slugfest. That means that it will likely be a bomber’s delight this week, but fortunately, Scottie Scheffler is long enough to play that game and straight enough to play it better than anyone else.

The major championships give us very few surprises anymore, going back to the beginning of 2012, so the last 57 majors played, the average world rank of the winners has been better than 15th in the world. So look at the highest ranked and longest drivers who are on form coming into the PGA Championship who also have great short games as the surrounds at Aronimink are very challenging. That’s Scottie Scheffler by a mile and then McIlroy and Cameron Young with a far bigger nod towards DeChambeau than I gave him at the Masters.

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Club Junkie

A putter that I love and hate – Club Junkie Podcast

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In this episode of the Club Junkie Podcast, we dive into one of the most interesting flatstick releases of the year with a full review of the new TaylorMade SYSTM 2 putters. After spending time on the greens, I break down what makes this design stand out, where it performs, and why it has me completely torn between loving it and fighting it. If you are into feel, alignment, and consistency, this is one you will want to hear about.

We also take a look at some of the putters in play on the PGA Tour last week. From familiar favorites to a few surprising setups, there is always something to learn from what the best players in the world are rolling with under pressure.

To wrap things up, I walk through the process of building a set of JP Golf Prime irons paired with Baddazz Gold Series shafts. From component selection to performance goals, this is a deep dive into what goes into creating a unique custom set and why this combo has been so intriguing.

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Opinion & Analysis

From 14 handicap to pro: 4 things I’d tell golfers at 50

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This year my 50th birthday. Gosh, where has the time gone?

As a teenager in rural Missouri, some of my junior high and high school years felt interminable. Graduation seemed light years away. But the older I get, the faster life seems to fly by.

I’m also increasingly aware of my mortality. My dad died recently. Earlier this year, a friend and fellow PGA of America professional and I were texting about our next catch-up. The next message I received was news of his unexpected passing at 48. Shortly after, a woman I dated in college succumbed to cancer at 51.

Certainly, one can share perspective at any age. Seniors help freshmen, veterans guide rookies. But reaching this milestone feels like as good a time as any to do one of those “what would I tell my younger self?” articles.

I’ve had a uniquely varied career in golf. I started as a 27-year-old, average-length-hitting, 14-handicap computer engineer and somehow managed to turn pro before running out of money, constantly bootstrapping my way forward. I’ve won qualifiers and set venue records in the World Long Drive Championships, finished fifth at the Speedgolf World Championships, coached all skill levels as a PGA of America professional, built industry-leading swing speed training programs for Swing Man Golf, helped advance the single-length iron market with Sterling Irons®, caddied on the PGA TOUR and PGA TOUR Champions, and played about 300 courses across 32 countries.

It’s been a ride, and I’ve gone both deep and wide.

So while I can consult and advise from a lot of angles, let me keep it to a few things I’d tell the average golfer who wants to improve.

1. Think About What You Want

Everyone has their own reason for picking up a golf club.

Oddly, as a professional athlete, I’m not internally driven by competition. That can be challenging, as the industry currently prioritizes and incentivizes competition over the love of the game.

For me, I love walking and being outdoors. Nature helps balance my energy. I prefer courses that are integrated into the natural beauty of their surroundings. I’m comfortable practicing alone. I’m a deep thinker, and I genuinely enjoy investigating the game, using data and intuition to unearth unique, often innovative insights. I’m fortunate to be strong and athletic, so I appreciate the chance to engage with my abilities. Traveling feels adventurous. I could go on.

You don’t have to overthink it like I do. For you, it might be as simple as hitting balls to escape work, hanging out with friends, and playing loosely with the rules and the score.

The point is to give yourself permission to play for your own reasons, and let that be enough.

But if improvement is your goal, thinking about your destination—and when you want to get there—is important, because it dictates the steps you need to take. When I set out to go from a 14-handicap to the PGA TOUR as quickly as possible, the steps I needed were very different from those of a working golfer trying to break 90 in six months. That’s also different from someone who just wants a few peaceful hours outside each week, away from work or family.

None of these goals are better than the others, but each requires a different plan that you can work backward from.

2. There Are Lots of Things That Can Work

One of the challenges of golf is that, although there are rules for playing, there aren’t clear, industry-wide standards for how to best play the game. There’s a lot of gray area.

You might hear a top coach or trainer insist that a certain move is the best way to swing or train. Then you dig a bit deeper and, much to your confusion and frustration, another respected coach or trainer says something completely different. I don’t think anyone is trying to confuse you—at least I hope not. It’s just where the industry is right now.

You have to be careful with advice from tournament pros, too. They might be great at scoring, but they’re also human and sometimes just as susceptible as amateurs to believing things that don’t really move the needle. Tour players might describe what they feel, but that’s not always what they’re actually doing when assessed with technology.

I recently ran a test on my YouTube channel (which connects to my GolfWRX article “How to use your hands in the golf swing for power and accuracy”), and, interestingly, two of the most commonly taught hand actions produced the worst results in the test.

Coaches can certainly help. If you find someone you connect with to help navigate, that’s great. But there are many ways to get the ball in the hole. In the current landscape, you may need to seek multiple opinions, think critically, and use your own intuition to discern what seems true and whose advice resonates with you.

I’d recommend seeking someone who is open-minded and always learning, because things constantly change. Absolutes like “correct” or “proper” should raise a red flag. AI can be useful, but it tends to confidently repeat popular advice, so proceed with caution.

3. Get Custom Fit

If you’re serious about becoming a better player, getting custom fit is hugely important. There’s no sense fighting your equipment if you don’t have to. Most better players get fit these days and, if they don’t, they’re usually skilled enough to work around clubs that aren’t ideal.

If you plan to play for a long time, it’s worth spending a little more upfront to get something that truly fits you and your game, rather than continually buying and discarding equipment.

Equipment rules haven’t really changed significantly since the early 2000s. To stay in business, manufacturers keep pushing those limits. If you pull a bunch of clubs and balls off the rack and test them, you’ll find differences. I’ve tested two new drivers and seen a 30-yard total distance gap. Usually, the issue isn’t bad equipment; it’s that the combination of components simply isn’t the best fit.

It’s like wearing a new pair of floppy clown shoes. Sure, they’re shoes—but you won’t sprint your best in them compared to track shoes that fit perfectly.

Be wary of what’s called custom fitting, too. Sometimes the term is used as a marketing strategy rather than an actual fitting. In some retail settings, fitters may be incentivized to steer you toward higher-priced components. That doesn’t automatically mean it’s not the best fit, but you should be aware of potential biases.

I learned a version of this lesson outside of golf. Years ago, I bought a tennis racquet at a big box store from a seemingly knowledgeable employee who thought it would suit me best. The racquet gave me tennis elbow, and I spent months recovering with rest and acupuncture. The next season, I invested more time and money to find what actually fit me, and I walked away with something amazing that I still play with years later.

So if you’re going to get fit, be smart about it.

Find someone you believe has deep knowledge—possibly with certifications, but not necessarily. Make sure there’s a wide inventory across many brands. Check recent reviews for the individual fitter if possible. Make sure you trust that the fitter has your best interests at heart. If they’re wearing a hat or shirt with a specific brand’s logo, proceed with caution. Unless you specifically want a certain brand or look, be wary of upsells, especially if two options perform nearly the same.

Also, while golf is called a sport of integrity, there’s a thread of manipulation in the industry. I once drafted an equipment article for an industry magazine, structured just like one of their previous popular stories, with matching word count and great photos. The assistant editor loved it; it was useful to readers and required little work on his part. But the editor-in-chief nixed the story. When I asked why, I was told it was because I wasn’t an advertiser. It turned out the article I’d modeled mine after was a paid ad cleverly disguised as editorial content.

I really dislike games, clickbait, and fear-based manipulation. I hope this changes, but golfers deserve to know it exists.

4. Distance and Strategy Matter

There’s a real relationship between how far you hit the ball and your scoring average, even at the PGA TOUR level.

I experienced this early in my pro career. I started as a power hitter, swinging in the high 120s and breaking 200 mph ball speed with a stock driver.

Back then, some instructors advised swinging at 80%, so I tried slowing down for more accuracy. That worked fine on shorter, tighter courses. But on longer setups, I was coming into greens with too much club, and par 5s stopped being

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