Rocklin, CA – The Association of Golf Merchandisers (AGM) is pleased to release highlights from its 2025 AGM Membership Survey, a comprehensive annual study using data for sales in 2024 and conducted with the support of Circana. This annual survey captures valuable insights across shop operations, compensation, technology adoption, and retail trends within the golf industry.
This year’s report once again affirms the strength and adaptability of AGM members. Despite broader market challenges, 74% of AGM respondents reported higher sales in 2024, with 18% experiencing significant growth (11% or more). This sharply contrasts with Golf Datatech’s On Course retail sales data, which showed a 1.4% decline in golf equipment sales and a 4.4% drop in apparel sales for 2024 compared to 2023.
“These results highlight the resilience of AGM-member golf shops in the face of economic headwinds and their ability to continue driving exceptional results,” said Jennifer Morton, CEO of the AGM. “While the broader market experienced slight contractions, our members leaned into education and strategic merchandising to maintain growth.
Key Findings Include:
- Gross Merchandise Sales: Average Gross Merchandise sales for AGM members rose nearly 30%, while median sales rose 6.2%.
- Positive Sales Growth: 74% of members saw year-over-year sales increases in 2024, with nearly 1 in 5 shops exceeding 11% growth.
- Online Sales: In 2025, 50% of AGM members noted that a percentage of their sales were made via an online presence, a significant increase from 40% in 2024.
Technology Leadership: AGM members continue to lead in technology adoption, with 80% utilizing RepSpark and 78% utilizing Golf Shop by Golf Genius to streamline operations.
Member Profile Insights:
AGM members bring deep industry expertise, with 41% of respondents possessing over 20 years of retail merchandising experience. Furthermore, 77% of respondents serve as the primary retail decision-maker for their facilities, ensuring that the survey results reflect the direct actions of the industry’s top leaders.
“AGM members are not just participating in the golf industry; they are professionalizing it,” added Morton. “This data reaffirms our mission to elevate and empower those at the heart of golf merchandising.”
The full 2025 AGM Membership Survey is a proprietary study available exclusively to AGM Merchandiser Members and Vendor Partners. For more information about AGM membership and how to access the full 60-page report, visit https://agmgolf.org/
About the Association of Golf Merchandisers
The Association of Golf Merchandisers (AGM) is an international, professional association consisting of more than 900 buyer members and over 190 vendor partners all dedicated to strengthening the golf merchandising industry. The AGM’s goal is simple: ELEVATE RETAIL. ENHANCE RELATIONSHIPS. EDUCATE ALWAYS.
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Media Contact: Megan Fidler, AGM Director of Marketing – megan@agmgolf.org – 916-717-4138
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