Early-bird open: the first 15 booths save $1,000 and get first choice of location, through December 31, 2026.
AGM + NGBA
2027 Golf Retail Show
OCTOBER 11-13, 2027 | WESTIN CHICAGO LOMBARD
WHY WE'RE DOING THIS
Come see what we're building.
I'll be honest with you. This is AGM's first event of this kind.
We're doing it with the National Golf Buyers Association, and we chose that partnership on purpose. Their show has a culture I've admired for years: vendors and buyers treated as one, in a room small enough that you actually meet people instead of dodging them.
So we're bringing our members into that room.
A full day of AGM education on Monday. Two days on a shared exhibit floor Tuesday and Wednesday. One hundred booths in 19,000 square feet, which means you can walk the entire show and still have time to sit down with the reps who matter to you.
Chicago is central. October is the right window for spring buying. And for our members, every breakfast, every lunch, and both receptions are part of the show, not an upsell.
Members tell me the hardest part of this job is figuring it out alone. Three days in a room like this is the fix.
Jennifer Morton
Chief Executive Officer, Association of Golf Merchandisers
THE FORMAT
Three days. Built around you.
Education Day
Monday,
October 11
Kick off the Show with a full day of AGM retail education designed for today’s golf retail professionals. Gain practical ideas for merchandising, marketing, management, and everyday golf shop operations before the exhibit floor opens.
The Exhibit Floor
Tuesday & Wednesday, October 12–13
Shop and connect with 100 vendor booths across both networks in a 19,000-square-foot ballroom. Explore apparel, equipment, accessories, gifts, shop technology, and other products for today’s golf retail operation. Seated breakfast and lunch will be provided both days.
The Receptions
Monday & Tuesday evenings
Make time for conversation outside of regular show hours. Monday’s Welcome Reception opens the week, while Tuesday’s Evening Reception keeps the exhibit floor open past 5 p.m. Both hosted receptions provide additional time to connect with vendors and fellow attendees.
ELIGIBILITY
This is a working trade show.
The floor is open to AGM members, PGA and LPGA Professionals, and invited industry guests. Merchandisers, buyers, shop managers, Directors of Golf, club GMs, and independent shop owners: the people who actually buy product and run golf retail.
It is not open to the general public
Registration is verified before a badge is issued, and we don't sell admission at the door. That's deliberate. Vendors are here to have real buying conversations, and a room full of the right people is the whole point of keeping it small.
Not sure whether you qualify?
Email info@agmgolf.org or call 602-604-8250. The answer is usually yes, and it takes about a day.
REGISTRATION
What it costs.
AGM members attend the exhibit floor at no charge, with every meal and reception included. That's a membership benefit, and it's one of the better ones. Education Day on Monday is a separate registration, and it's the one thing here that membership doesn't cover.
AGM Member
PGA/LPGA Professional
Invited Industry Guest
Exhibit Floor
Tuesday and Wednesday
No Charge
No Charge
No Charge
Breakfast
Per day
Included
$49
$49
Lunch
Per day
Included
$99
$99
Evening Reception
Each
Included
$129
$129
AGM Education Day
Monday. Separate registration, not covered by membership. Early Bird rate.
$399
$449
$449
If you're not a member, the floor is still open to you and meals are available individually. Come for one lunch or come for everything.
All meals and receptions must be reserved by September 27, 2027. The Westin requires our final headcount well before the show, so we're not able to add meals at the door.
BEFORE YOU ASK
Frequently asked questions
Do I have to be an AGM member to attend? No. The floor is open to AGM members, PGA and LPGA Professionals, and invited industry guests. It is not open to the public, so every registration is verified before a badge goes out. AGM members attend the exhibit floor at no charge with meals included. Everyone else attends the floor at no charge and adds meals individually. Education Day is a separate registration for everyone.
I'm a PGA or LPGA Professional but not an AGM member. Can I come? Yes. Register through the PGA and LPGA path and we'll verify your credentials. Most PGA and LPGA Professionals with retail responsibility qualify without any trouble.
Which brands will be exhibiting? The exhibitor directory goes live in January 2027 and updates as booths are confirmed. Categories on the floor include apparel, equipment, accessories, gift, and shop technology.
Do I need to attend Education Day to walk the floor? No. Education Day is a separate program on Monday and a separate registration. Many members do both, and the vendors will tell you Tuesday conversations go better when you've spent Monday thinking about your shop.
Can I bring someone from my team? Yes, and we'd encourage it. Every attendee registers individually and is verified individually, whether or not they're a member. A second person from the same shop is a second registration, not a plus-one.
Is this the same as the AGM Retail Conference in Orlando? No. Orlando is our annual conference in January. This is a new show, in a new city, with a new partner. Different room, different purpose, different time of year.
Why can't I add meals at the door? The Westin needs our final headcount well before the show, and we're billed on that number whether or not people show up. Reserving by September 27 keeps the cost down for everyone.