2026 Golf Gear Marketplace Report: What Today’s Golfers Really Want and How They Buy

If you want to understand where the golf industry is heading, you have to look at how golfers are actually spending their money.

Our team at Buffalo Groupe recently surveyed more than 500 avid golfers through our Players Panel to dig into the complete purchase journey—from the moment a golfer decides they need a new club, to where they shop, to which brands they actually care about. The result is the 2026 Golf Gear Marketplace Report, a comprehensive guide packed with actionable data to help golf brands, retailers, and industry leaders make smarter marketing and product decisions. Here is a quick look at what the research is telling us—and why the traditional golf playbook is officially changing.

1. Performance Beats Brand Loyalty (Every Time)

The era of the “one-brand golfer” who plays the exact same logo from driver to putter is largely behind us. Today, 8 in 10 golfers mix and match brands based on what performs best for them. While wear and tear plays a small role in new purchases, the primary trigger for buying new gear is simple: the pursuit of better results. If a brand wants a spot in the bag, it has to prove impact.

2. Fitting Education is Over—It’s Standard Practice Now

For years, the industry spent massive energy explaining why custom fitting matters. Now? The consumer is already completely sold. Nearly two-thirds of golfers view custom fittings as very important when buying clubs. In fact, an incredible 92% of avid golfers have used a club fitting service. As Sara Killeen, our Director of Research at Buffalo Groupe, put it:

“Club fitting has been a really big part of the dialogue over the last 10 years in the golf business… now 92% say they’ve been fitted at some point. We are no longer educating on the benefits of fitting—everybody understands it.”

3. Self-Testing is the Ultimate Closer

While online reviews, word-of-mouth, and creator recommendations are great for early awareness, 1 in 2 golfers rank testing a product themselves as their #1 most trusted source of information. Nothing closes a deal faster than getting a club, shoe, or wedge directly into a golfer’s hands through demo days or hands-on retail experiences.

4. Shopping Channels Split by Category

Where golfers shop depends heavily on what they are buying:

• In-Store Heavy (61%): Clubs, bags, and items requiring physical feel, testing, or immediate use.
• Online Heavy (39%): Golf technology and apparel, where shoppers prioritize deeper inventory, peer reviews, and convenience.

5. Wedges Have the Highest Turnover

Looking for the fastest moving hardware category? Look at scoring clubs. 2 in 3 golfers have either recently bought a wedge or plan to purchase one soon, making short-game gear one of the most active replacement categories in the sport today.

6. Simulators Have a Space Problem, Not a Cost Problem

Over 70% of golfers have used a golf simulator in the past 12 months, yet only 6% own one. Interestingly, the biggest hurdle stopping golfers from buying an in-home setup isn’t price—it’s a lack of physical space. That presents a massive market opportunity for brands developing portable, small-footprint tech.

7. The Millennial Impact & What Lies Ahead

Underlying all of these shifts is a massive demographic evolution. As younger generations step into their prime spending years, their expectations are reshaping both hardware and soft goods.

“Millennials have adopted the game—they’re turning 40, they want to play good golf, but they also want style,” notes Killeen. “With this generation growing up with technology, their independent, info-gathering mindset is going to drive how they make decisions. We have some really exciting things ahead for the industry.”

Get the Full 40+ Page Study

We’re only scratching the surface here. The complete 2026 Golf Gear Marketplace Report dives deep into:

• 60+ Golf Brands Analyzed: Which emerging and legacy brands golfers truly love vs. simply like.
• Apparel & Footwear Shifts: How niche brands are generating “cult status” and beating legacy giants in favorability.
• Category Breakdown: Deep-dive buying data across clubs, balls, tech, apparel, and footwear.

Ready to dive into the full dataset? Explore and purchase the full report here.