Tee Box recently attended the PGA Show in Orlando, FL, also known as the PGA Merchandise Show. Our team spent the week learning about new technology, training methods, and trends shaping the future of golf, and we’re excited to share what we’ve learned with the Tee Box Central Houston community.
The PGA Show is one of the largest events in the golf industry. It is hosted by the Professional Golfers’ Association of America (PGA), and brings together golf professionals, equipment manufacturers, coaches, and businesses from around the world.
The Tee Box team attended the 2026 event from January 20 to 23. During the event, we learned more about:
If you’d like to learn more about these trends and what they mean for the golfing community, continue reading below.
Golf is experiencing a major surge in popularity. In 2025, 48.1 million Americans played golf, either on a course or through off-course experiences like driving ranges, simulators, and golf entertainment venues. The number of people who watch, follow, or engage with golf in other ways has reached an estimated 136 million people in the United States. 1
Several factors are driving this growth. A few key reasons include:
Businesses across the industry, including facilities like Tee Box, believe golf is for everyone and is helping introduce the sport to new communities.
Another trend we learned more about while attending the PGA Show was golf fitness. To better understand what that means and why it’s becoming so important, it helps to look at how the game has evolved.
Golf has always required physical ability, but structured golf fitness training is relatively modern. For most of the sport’s history, training primarily focused on:
Strength training was often avoided because many players believed lifting weights could hurt flexibility or disrupt swing feel.
Over the last few decades, that thinking began to change. Players started treating golf more like a high-performance athletic sport. A major turning point came with athletes like Tiger Woods, who demonstrated how strength, mobility, and conditioning could dramatically improve performance.
Today, golf fitness training may include:
At Tee Box, fitness has always been a part of how we train. Golfers are athletes, and their training should help them feel strong, mobile, and physically prepared for the demands of the sport. Our commitment is to evolve with the game, and using fitness in our programs is just one example of how we embrace modern training.
Our VP of Instruction recently shared this after attending the PGA Show, and we think it captures that mindset perfectly:
“Golf training has never been more prevalent than it is right now—but most programs are still built on outdated models. At Tee Box, we’ve completely rethought how training should look, feel, and perform. We’re not doing what everyone else is doing—we’re doing it the way it should be done, and there’s nothing else like it in the game today.”
–Kyler Dearden, VP of Instruction
While attending the PGA Show, we had the opportunity to meet many talented golf tech innovators. It was exciting to learn about the latest industry advancements and to have visitors stop by our booth.
The experience reinforced that our simulators, tracking technology, and training methods are unlike anything people have experienced before. We presented to attendees everything that makes Tee Box unique, including the TrackMan technology that powers our programs, our data-driven training, 3D swing analytics, and more.
The feedback we received showed us that we are leading the industry with golf tech. Our CEO said it best:
“Having our own booth at the PGA Show this year was a defining moment for Tee Box. The energy, the conversations, and the response from industry leaders made it clear—we’re not just participating in the future of golf, we’re helping shape it. We came to make a splash, and the industry felt it.”
–Preston Unck, Founder / CEO
The PGA Show was an incredible experience for the entire Tee Box team. Besides participating in regular exhibits and networking, our team also attended the private TrackMan event. It was amazing to connect with their leaders and learn more about the continued innovation behind their tracking and performance technology.
We also hosted Malosi from Good Good Golf at our booth, where he connected with fellow golfers and fans while sharing Tee Box’s vision.
Overall, the PGA Show reminded us why we’re so passionate about what we do. Meeting with golfers, partners, and innovators across the industry was inspiring, and Tee Box Central Houston is excited to keep building new relationships and helping shape the future of modern golf training.
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