10 Brands that Stood out to me at PGA Frisco!

This was my first time attending PGA Frisco, and honestly, I didn't know what to expect.

I've attended the PGA Show in Orlando for the past five years, so I was excited to experience a show at a different site an scale. The smaller setting creates an environment where vendors and buyers can spend real one-on-one time together, hear the story behind a brand, ask questions, build relationships, and actually experience the product instead of simply walking past booth after booth.

Every time I leave a national or regional show, I come home feeling energized about where our industry is headed. I leave with pages of notes, new ideas, and a renewed excitement about the innovation happening across golf retail. While the market can feel oversaturated at times, shows like this remind me that there are still brands willing to push boundaries, create thoughtfully, and move the industry forward.

Of course, walking a trade show isn't just about finding products you personally love. As a buyer, my brain never really turns off. After every show I find myself asking the same questions: Who is this product for? How will this merchandise in my shop? Is this truly the best, premium option available? Will it fit our members? How is this company supporting green grass? By the end of the week my head usually feels like it's going to explode—but in the best possible way.

Below are ten brands that stood out to me at PGA Frisco. These aren't ranked in any particular order, but they're companies that I think are making meaningful strides in the industry, and I'm excited to watch them continue to grow.

Head Golf

I had seen bits and pieces of Head Golf on social media before the show, but seeing the collection in person completely changed my perspective.

They have a very specific customer in mind, and they're executing that vision incredibly well. The crossover between streetwear and golf is something we're only going to continue seeing more of, and Head Golf is leaning into it with silhouettes, colors, and styling that feel genuinely fresh. It reminds me of Greyson when it first entered the market, but with enough core pieces to make the collection approachable for a wider audience.

While the men's collection was strong, the women's line was what really impressed me. The knits, textures, colors, and elevated styling all embodied quiet luxury. I love brands that can create bold statement pieces while still offering clean, timeless basics that seamlessly fit into an existing wardrobe. I’m excited to see how it wears and performs on the golf course, as well as how I can style it off the course.

UNRL

As customization continues to evolve in the green grass industry, members expect more than a simple left-chest embroidered logo.

UNRL understands that. Between their fabrics, decoration options, and fresh approach to customization, they are creating products that feel elevated. In fact, some of their fabrications were better than those from high-end athletic brands I've seen recently.

With golf shops continuing to shift toward lifestyle apparel, this is definitely a brand worth paying attention to.

Otto

Every boutique I walk into—and honestly almost every non-golf brand I follow—seems to be using Otto hats. Their trucker hats have become a staple in fashion, and after meeting with them, I completely understand why.

One of my favorite conversations at the show centered around the idea of a "Hat Bar," which is basically my inner boutique owner's dream.

Imagine allowing members and guests to choose their hat, select their patch, and watch it all come together with an on-site heat press. People love personalization and experiences just as much as they love products, and this checks both boxes. I truly think this could become one of the next big retail experiences in golf shops.

We also talked about private label hats. Building your own clubs brand, with no outside logos or vendor branding, is something I think we'll continue seeing more of. As clubs continue investing in their identity, having private label merchandise creates a level of exclusivity that members really appreciate. Otto makes that process attainable with low minimums and approachable pricing.

Jon Hart

Having previously worked in Texas, I was already familiar with Jon Hart, but seeing the brand again reminded me why it's become such a favorite.

Ladies' gifting can be incredibly difficult. Planning ladies' events, finding quality accessories, and sourcing products that feel unique isn't always easy. Jon Hart takes so much of that stress away with an assortment that feels thoughtful, elevated, and giftable.

I've also heard incredible things about their on-site personalization experiences, and after seeing everything firsthand, I'm excited for us to bring them to our club this season.

TRUE Linkswear

If you haven't noticed a theme yet, on-site activations and customization were everywhere at PGA Frisco, and I think that's exactly where golf retail is headed.

The team at TRUE Linkswear was incredibly knowledgeable and genuinely excited to answer every question I had. Their laser engraving experience for shoes immediately caught my attention because it transforms a purchase or event into a memory.

As members continue looking for experiences rather than simply products, TRUE has created a concept that feels engaging, premium, and completely tailored to individual clubs.

A. Putnam

Women in golf are some of my favorite people to work with, and Ali Putnam continues to be someone I admire tremendously.

Season after season, A. Putnam proves that golf apparel doesn't have to fit the traditional mold. The collections continue to blur the line between golf, workwear, and everyday lifestyle dressing, which is exactly where I think women's golf fashion is heading.

What I appreciate most is how versatile every collection feels. The pieces work beautifully together, but they also mix effortlessly with other brands, making merchandising incredibly easy. As both a buyer and a customer, A. Putnam continues to be one of my favorite brands to wear and one I look forward to buying every season.

Tremont

Tremont consistently has one of my favorite booths at every show.

Their merchandising is always intentional, the products are beautifully presented, and every item has a story behind it. They understand that great retail isn't just about displaying products—it's about creating an experience and helping buyers envision how those products can come to life in their own shops.

Bits & Bows

This was my first time really spending time with the brand, and I walked away incredibly impressed.

I loved seeing how junior apparel continues to evolve within golf. Even clubs without large junior programs have an opportunity here because parents, grandparents, and families are always looking for thoughtful gifts and quality children's apparel.

It also doesn't hurt that everything is absolutely adorable.

Pin Hunters Golf

In an increasingly crowded accessories market, Pin Hunters managed to stand out immediately.

Their assortment—from towels and socks to blankets and accessories—felt fresh, creative, and incredibly well-designed. The artwork, colors, and fabrics all felt intentional, and it was obvious they're eager to carve out their own space in the industry.

They're definitely a brand I'll continue watching.

Tuckernuck

This one is more of a personal favorite because I've loved the brand for years and have followed them long before they entered the golf space.

Their Sport collection is incredibly strong, and when paired with their ready-to-wear and lifestyle pieces, it creates a collection that feels elevated, feminine, and wearable both on and off the course.

Seeing them make their way into green grass was exciting, and I'm looking forward to watching how they continue to grow within our industry.

Looking back at the week, there was one clear theme throughout every conversation I had: customization, experiences, premium, and lifestyle.

Golf shops are becoming so much more than places to buy a polo with a logo. Members want products that feel unique, brands with authentic stories, and experiences they can't get online. Whether that's on-site personalization, private label collections, elevated lifestyle apparel, or thoughtfully curated accessories, the future of golf retail feels incredibly exciting.

I'll continue sharing more of what I'm seeing as we head into the fall buying season, but if PGA Frisco was any indication of where the industry is headed, we're in a really good place. There is so much exceptional product on the market right now. The challenge isn't finding great brands anymore—it's finding the brands that align with your club's identity, your members, and the experience you're trying to create.