The PGA Show is an annual trade event for the golf industry for professionals and golf enthusiasts. It’s a great place to network, see the latest equipment, technology, and golf services. I had the opportunity to attend this event the past couple of days and here are a couple highlights I came home with.
Technology Keeps Advancing and Fundamentals Still Win
Launch monitors, motion capture, AI-driven fitting tools, and data platforms continue to get faster, cleaner, and more connected. The technology is impressive, no doubt. But the best conversations at the PGA Show were not about automation or shortcuts. They were about how technology can support better coaching and better fitting.
The smartest companies understand that data should confirm and refine what skilled professionals already see. Technology works best when it supports sound fundamentals, not when it tries to override them. Tools do not coach golfers. People do. And the brands doing it right are building products that help professionals do their jobs better, not replace them.
Custom Fitting Is No Longer Optional
Walking the show floor, one message was crystal clear. One size fits all is gone. Manufacturers are fully committed to adjustability, fitting carts, expanded shaft options, and better build processes. Golfers are more educated than ever. They understand launch, spin, and ball speed, and they are asking smarter questions.
Proper gapping, shaft profiles that actually match a player’s delivery, dialed in lie angles, and purpose built wedge setups are no longer considered elite. They are responsible. If you are serious about improving your game, properly fit equipment is simply part of doing things the right way.
Relationships Still Matter Most
For all the innovation on display, the most valuable part of the PGA Show is still the people. Conversations with builders, reps, coaches, and industry friends reinforced what golf has always been at its core. This is a relationship business.
Trust, knowledge, and service separate the good from the great. Technology will continue to evolve, but credibility is still earned the old-fashioned way by showing up, doing the work, and standing behind what you recommend.
Brands That Embodied These Themes
GEARS Golf | OVVIO Shafts for Woods and Irons
GEARS is a measuring company first, and accuracy is their number one goal. That mindset shows in the OVVIO shafts. They are seamless, meaning there are no hot spots in the shaft, which leads to more consistent and predictable bend profiles. That consistency matters when you are trying to tighten dispersion and repeat your delivery. Now available in both woods and irons, this is precision driven technology done the right way. Stop by Custom Clubs to get properly fit into OVVIO. https://gearsgolf.com/pages/ovvio-shafts
Bettinardi | Putters and Headcovers
Bettinardi continues to produce truly high end putters. Their lineup includes near zero torque models as well as more traditional toe hang options, all with incredible feel and clean, timeless looks. Their custom headcovers are made with high quality materials and the attention to detail is on another level. I am personally a big fan of this company.
https://bettinardi.com/?srsltid=AfmBOopf56utookjaQ320yL3sqCMkvBsIRb-4d05Y6-q5Cy4oJLMqXM_
Callaway Golf | Quantum Driver Line
The new Quantum driver line focuses on what actually matters. Forgiveness without giving up speed. Improved face architecture and internal weighting help maintain ball speed, distance, and accuracy on off-center hits, which is where most golfers live. Misses are simply more playable, and that translates to better real-world performance. https://www.callawaygolf.com/golf-clubs
Makefield | Lambskin Gloves
Makefield keeps things simple and premium. Their gloves are made from high end lambskin, offering excellent feel. Soft, durable, and consistent. Exactly what you want from something you rely on every swing.
Nippon Shaft | Modus Black Steel
Nippon’s reputation for quality is well earned and rooted in Japanese manufacturing standards. Their new black steel-plated Modus shafts are not powder-coated, making them scratch-resistant and more durable over time. Clean look, tour-level performance, and limited availability. Stop by Custom Clubs to place an order, whether you are building a new set or upgrading your current Modus shafts. https://nipponshaft.com/
Final Thoughts
The PGA Show was a reminder that while the game keeps moving forward, its foundation hasn’t changed. Strong coaching, proper fitting, and respect for the craft still matter most. The tools continue to improve. How we use them is what makes the difference.
