# Keynote Case Study: PGA of America: Golf Is Becoming A Technology Business.
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At the PGA Merchandise Show in Orlando, I opened the industry’s most prestigious event on a stage shared with Lee Trevino, David Leadbetter and Bubba Watson, addressing the new opportunities that fast moving technology trends bring to the world’s largest participation sport. The keynote, “Growing Golf and Sports Through Technology,” made the case directly. Golf is becoming a technology business. Golf needed growth, relevance and new participation models in a faster, technology driven consumer world. Smart equipment, digital instruction, data driven performance and interactive experiences were the answer. Six trends are shaping that shift. Smart Equipment. Clubs, balls and gear are becoming sensor rich and data aware, delivering real time insights into every swing. Digital Coaching. Video, analytics and connected instruction are making high quality coaching more accessible, personalized and always on. Participation Reinvention. New formats, younger audiences and lifestyle driven experiences are expanding golf’s reach and making the game more inclusive and relevant. Data-Driven Performance. Advanced analytics are transforming training and play, helping golfers of all levels optimize performance through smarter insights. Experience & Retail. Interactive retail, custom fitting and immersive experiences are redefining how golfers discover, try and buy, turning shops into destinations. Wellness & Active Lifestyle. Golf is increasingly positioned within broader health, recreation and fitness trends, supporting physical, mental and social well being at every age. The future of golf is more connected, analytical, interactive and accessible. Sports and recreation brands keep showing up in my case study work for the same reason. Every physical product is turning into a connected experience. You can browse more of that work in the case studies collection here.

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Source: https://jimcarroll.com/2026/09/pga-of-america-golf-is-becoming-a-technology-business/