The 72nd PGA Merchandise Show was the largest gathering of professionals, vendors and media in the past 15 years, with more than 33,000 golf industry professionals from 94 countries and 50 U.S. states gathered to meet with more than 1,100 brands in Orlando, Florida, Jan. 21-24, 2025. Post Covid, the game has continued its growth, and the 2025 edition reflected that in attendance, and in the footprint size presented inside the Orange County Convention Center (biggest since 2009) . . . so the arrow continues to move on an upward trend for the golf industry early in 2025.
This year’s show featured appearances by: Brad Faxon, Jim Furyk, Lexi Thompson, Blair O’Neal, Kyle Berkshire, Stacy Lewis, Matt Fitzpatrick, Brooke Henderson, Jim Nantz, Lydia Ko, Annika Sorenstam, and NY Yankees Hall of Famer Derek Jeter.
What products did we see that impressed? Let’s not waste any more time, and show you what you came here for, here’s our favorite gear we saw from the show (by category). . .
Drivers/ Fairways/ Hybrids –
COBRA DS-ADPT
Cobra – The new DS-Adapt drivers (Darkspeed 2.0) and metalwoods take last year’s good looks and superfast ballspeed and now offer a more specific tuning system than any big stick in the industry – enter the new FutureFit33 adapter. The system allows for 33 unique loft and lie settings that can be adjusted independently for the first time in a COBRA driver, unlocking an unprecedented number of fitting options. All 33 settings can be accessed quickly and easily.
TITLEIST GT SERIES METALWOODS
Titleist – Most already know about the new GT drivers and fairways that came out late in ’24, those that fell for the TSR line are sure to find GT to their liking. The new Titleist GT hybrids stood out more than anything else in the booth – they come in three different models – the low flight/low spin compact head GT3, super versatile GT2, and the super forgiving high trajectory GT1 series (many loyal Titleist players who refuse to replace their old 818h models may finally have found their replacement).
PING G440
PING G440 – Travis Milleman Lead Design Engineer took us through Ping’s new gear including the new G440 Driver and metalwoods. In order to create the lowest CG in a Ping driver, two innovatione were employed, one from last year – a CarbonFly Wrap in the crown is now in all three 2025 driver models, and the new technology called Free Hosel, which freed up 5g of weight in the high heel section of the driver. Milleman revealed during our visit, “We strip away a lot of the material on the heel side of the head to free up the heel side of the face to be more flexible, save about 5 or 6 grams of mass and put it in areas we really need for performance.”
Callaway ELYTE
Callaway Elyte – A clever take on founder Ely Callaway’s name, the new line isn’t just a cool marketing ploy – with the Elyte line, Callaway engineers sought to break the standard that fast head shapes lacked forgiveness and forgiving head shapes lacked speed, so the team set out to create the most aerodynamic heads with the highest possible MOI – the result is speed and forgiveness in the same models. Four models to choose from – Elyte, Elyte X, Elyte Max Fast, and Elyte Triple Diamond.
IRONS –
Cobra 3DP Tour
Easily the coolest looking new irons at this year’s show, Cobra’s Metal-Jet 3D printed irons are the first production line of their kind. Innovation beyond standard casting and forging to create a compact player’s blade profile with a soft forged feel and the forgiveness of an oversized cavity-back. Classic looks, but loaded with tech – if there’s a curiosity must try set in ’25, these are it.
Titleist T series Black Irons
Titleist Limited Edition T-Series Black irons available in each T-Series model – T100, T150, T200 and T350 – now, a new more durable Titanium Carbide Vapor finish features a darker look than previous T-Series Black irons. The smudge-resistant finish is consistent across models, creating a seamless transition from iron to iron. You can order a T-Series set in any mixed model configuration.
WEDGES –
Nothing in the wedge category impressed like Vokey’s new SM10 Oil Can wedges are a limited-edition finish that is applied through a PVD treatment, which helps achieve a rich copper color while minimizing reflectivity and maximizing durability. Complementing the Oil Can finish is a custom copper-colored Golf Pride Z-Grip Cord grip with BV Wings and a Project X wedge shaft with an exclusive Brushed Chrome finish.
Tech Gear (Laser rangefinders/ GPS/ Launch Monitors) –
BUSHNELL
Bushnell Tour Hybrid rangefinder combines the latest in laser and GPS technologies to provide compensated Slope data so golfers of all levels can make more informed decisions on the course. By utilizing both laser and GPS yardages, the Tour Hybrid provides golfers precision like never beforeand. A1-Slope laser rangefinders both offer something different
The ultra-compact A1-Slope (right) delivers precise distance readings in a sleek, modern package that is as reliable as it is easy to carry.
BLUE TEES
Blue Tees – The guys from SoCal announced their Tour level Series4 Ultra featuring an OLED display and upgraded tech for faster and more consistent readings. Available in black, with Navy colorway coming in May. The new Playmaker+ GPS watch is the first ever for Blue Tees, designed in a pill shape to keep it from interacting with your wrist or glove . . . weighs less than 45 grams.The Playmaker+ syncs up with all BlueTees devices.
SHOTSCOPE
Shotscope – PRO DX Rangefinder features all of the same tech and impressive value of the PRO L2 but with a customizeable logo placement for your brand or club that’s highly visible right on the case. A brilliant marketing tool and gift for event organizers and merchandisers.
CADDYTALK
CaddyTalk – The Windy model laser Rangefinder with triangulation, is next-level tech. A sensor pops-out and reads wind direction, displaying it as “plays-like” distances. Acquiring the info in real-time aids in club selection. CaddyTalk’s Triangulation allows you to shoot your target, and your golf ball even when you’re not in line with either – and get the measured distance between them. In situations, where you’ve hit one wayward or you’re playing on a soggy “cart path only” day, triangulation comes in handy.
Teaching Aids/ Swing Analytics/ Training –
SKYGOLF
SkyGolf – SwingTrax360 is another evolution in shot tracking and GPS. The system uses “Super Tags” to track your shots on the course, and also captures swing motion and swing data. The app provides 360-degree, 3D-animated views of your swing along with swing metrics to show swing speed, hand speed, backswing length, face angle, swing path, shaft lean and more for all your clubs, including putter. You can use it on the range or anywhere with AirSwing Technology – you don’t need a ball to capture data.
BAL.ON
Bal.on is a unique data-collecting device that measures foot pressure and how that correlates to swing speed. Equipped with 18 force-resisting sensors, the BAL.ON pressure soles monitor the finest pressure shifts. The app syncs your video sequences with information on shifting, timing, and power generation metrics. The shoe inserts are only 2mm thin, and fit all types of footwear.
Superspeed
Speed Sticks Pro – The first evolution of the original Superspeed system features an Inertia Matching System – a 10 piece weight kit to customize your speed sticks for optimal gains. Improved Aerodynamics with 3 air flow modulators and upgraded shafts feature a Load Zone to optimize downswing loading and a Torque Zone to optimize release. The new Tour Pressure grip – slightly larger than a midsize grip promoting less grip pressure throughout the swing is a big improvement.
Footwear
PAYNTR
Payntr – Mike Glancy and Jason Day together collaborating on footwear designs is a can’t miss. Payntr has leaned in with the Day Speed Classic line. We just started field testing the Eighty-Seven SC (top left), an early favorite to grab top honors in our Tour Premium category the annual Best Links Footwear.
FootJoy
Footjoy – Hyperflex has become a tour and consumer favorite, and they get a fresh update for ’25 . . . and a major endorsement with Justin Thomas making a switch to Hyperflex in ’25. Thomas and his team did some self scouting and analytics in the off-season, as a result he has made some performance gains in dispersion and ball speed off the tee . . . true story.
TRUE Linkswear
TRUE Linkswear – Jason Moore and his team take the quantum leap in ’25 with the much awaited first spiked shoe from the brand – two models Lux2 Player, and Lux2 Maven – the Maven features a carbonfiber plate in the mid-sole for for those who require added stability.
DUCA DEL COSMA
Duca Del Cosma continues to impress, at this year’s show, it was the Bosco and Positano that we saw as show-stoppers – classic and sporty Italian styles – both featuring a high energy return midsole, and top shelf quality. Look for both to reviewed in our upcoming Best Links Footwear feature.
SKECHERS
Skechers Prestige and Prestige SL– Last year it was Matt Fitzpatrick’s Go Golf Blade that received he praise in our annual footwear review, in ’25 Skechers goes traditional in style with the Prestige and Prestige SL. A throwback classic style packed with comfort and tech from the brand known as the best value in the industry.
ECCO
The new Ecco Biom 5 Hybrid is the latest evolution of the BIOM series, in 2025 the brand went after an edgy rugged aesthetic, featuring a low-to-the-ground profile. Although the style is more aggressive than past offerings, the BIOM H5 offers all of the top-shelf quality and comfort you’ve come to expect from Ecco.
PUMA
The sporty new Puma Ignite Elevate features EXOSHELL upper material with engineered mesh to provide structure, fused underneath TPU film that provides support and a 1-year waterproof warranty. Puma’s proprietary Ignite foam midsole offers optimal energy return, responsive comfort, stable cushioning, and superior step-in comfort. Pro Form TPU outsole provides the traction.
Golf Balls
TITLEIST
Titleist – The industry leader keeps rolling on – Titleist introduces new iterations of the Pro V1 and Pro V1x, engineered to deliver more speed off the tee, more control with the irons and more spin with the wedges. The new models feature a faster high gradient core, reformulated to maintain low long game spin, increase ball speed and add spin on shots into and around the greens.with newest iteration featuring AIM.
Recovery / Nutrition
HyperIce has a full line of tech infused products to aid in the fastest recovery from any minor injury, pain or fatigue. Perhaps the coolest thing we saw at the show, was their Normatec Elite is a dynamic air compression massage device. Pulse technology delivers precise treatment to 5 overlapping zones by using biomimicry to replicate the natural muscle pumps and one-way valves of the legs, while also allowing you to target specific areas of the leg with our ZoneBoost™ technology
Momentous – Nutrition is used by professional athletes including PGA Tour player Scott Stallings to aid in better lifestyle and improved health on a 365 day/24 hour basis. Their Fuel Hydration Mix uses the power of key electrolytes plus easy-to-digest carbohydrates for ultimate power. This drink mix is designed to optimize performance for prolonged activities that won’t cause sharp spikes and drops in blood sugar and energy.
Apparel –
Johnny-O – Dave Neville made the leap from golf equipment to apparel in ’25 – catching us up on everything Johnny-O. The Fall 2025 line at the Johnnie-O booth represented the brand’s journey as part of its 20th-anniversary celebration . . . presenting new men’s performance gear, and footwear. The original four button polo will return in a limited edition. Johnnie-O also gave a sneak peek at a new eyewear launch featuring premium Zeiss lenses with ultra-precision optics and complete UV protection.
DUNNING
Dunning – There’s a reason we have so much Dunning in the closet, and the brand always piques our interest with their new product lines at the show. This year was no different, everything in the booth looked timeless and versatile – Annmarie Dodd showed us some must have layering pieces.
