Charleston, S.C. – A new national study from Buffalo Groupe finds that today’s avid golfer is shopping with a performance-first mindset, favoring gear that delivers results over allegiance to any single brand. The 2026 Buffalo Groupe Golf Gear Marketplace Report examines the shopping habits, purchase drivers, and brand preferences of avid golfers, evaluating more than 60 golf brands across clubs, apparel, footwear, and tech to offer a detailed look at how consumers move from purchase trigger to point of sale.
Conducted in May 2026 among members of Buffalo Groupe’s Players Panel, an opt-in community of avid golfers, the study is based on 391 complete responses and explores the full golf gear purchase journey, including what drives a purchase, which sources golfers trust most, and where they ultimately choose to buy.
“Today's golfer is a savvy, performance-driven shopper, and 8 in 10 are willing to change what's in their bag if it means becoming a better player,” said Buffalo Groupe President Emily Clark. “Brand loyalty alone no longer wins. Golfers want proof that a product will improve their game. For brands and retailers, that means investment in hands-on and in-store experiences, like demo days and custom fittings, matters just as much as the product itself.”
Key Study Findings:
The 2026 Golf Gear Marketplace Report provides valuable insights for golf equipment brands, retailers, and marketers, including the following highlights:
- Performance Beats Brand Loyalty: 8 in 10 golfers mix and match brands based on what performs best for them. While wear and tear play a role in replacement decisions, seeking better results is the primary trigger for replacing a major club.
- Purchase Channels Vary by Product Type: Shopping behavior splits sharply by category. Clubs and bags skew mostly in-store (61%), driven by the need to see, touch, and get a custom fit. Golf tech products skew toward online purchases, while apparel shoppers split almost evenly between both channels.
- Self-Testing Is the Ultimate Closer: Golfers trust their own experience over any other source of information. One in two rank testing a product themselves as their most trusted source, ahead of recommendations from friends, local pros, or online reviews. Nearly two-thirds view custom fitting as very important when buying clubs, and 91% of golfers have used a club fitting service.
- Simulator Enthusiasm Outpaces Ownership: More than 70% of golfers have used a golf simulator in the past 12 months, yet only 6% own one. Lack of space, not cost, is the leading barrier to purchase, pointing to an opportunity for compact, portable simulator options.
- Niche Brands Achieve “Cult Status”: In apparel and footwear, several smaller brands are outpacing legacy names in favorability among golfers who know them. Brands like Holderness & Bourne in apparel and PAYNTR in footwear post Know & Love scores that rival or exceed those of much larger, more widely recognized labels.
The study also found golf balls, wedges, and golf lessons top the list of both recent and planned purchases, with wedges representing the highest turnover of any club type, with two in three golfers having either recently bought one or plan to soon.
Study Methodology
The 2026 Buffalo Groupe Golf Gear Marketplace Report was conducted online in April and May 2026 among members of Buffalo Groupe’s Players Panel, an opt-in group of avid golfers who share their behaviors and opinions on all things golf.
Survey Performance:
- 504 total participants
- 391 complete responses
- 19-minute average survey duration
Research Focus Areas:
- Purchase triggers and shopping motivators
- Trusted information sources
- Online vs. in-store channel preferences by product category
- Brand familiarity and favorability
- Golfer demographics and golfing profile
- 80 golf brands evaluated across apparel, footwear, golf balls, and clubs
To review the full 2026 Golf Gear Marketplace Report, including detailed data, brand-by-brand favorability scores, and custom cross-tabulation options, visit Buffalo Groupe for purchase options.
About Buffalo Groupe, LLC
Headquartered in Charleston, SC, Buffalo Groupe, LLC has spent more than two decades building the world’s first escape marketing platform. The Groupe includes a full-service marketing firm, a research arm, an events division, and a media property—all authentically serving the industries of golf and outdoor sport, travel and hospitality, and real estate. Operating with the core values of kindness, clarity, and courage, Buffalo’s 85-member team leverages experts in data/research, digital, web, creative, events, and public relations to deliver integrated marketing to drive business results for its clients. In June 2024, Buffalo Groupe joined ClubWorks, a portfolio of industry-leading firms serving the private club, hospitality, and real estate development industries, founded by Tidewater and Palm Beach Capital. Other investors in Buffalo Groupe include, MLB All-Star Mike Trout, Symphony Ventures and Versant Media Group (formerly NBCUniversal), among others.
More information about Buffalo Groupe is available at buffalogroupe.com, on Facebook, Instagram, and LinkedIn.
MEDIA CONTACT:
Jeff Webster
Buffalo Groupe
843.813.2322
jwebster@buffalogroupe.com