PGA Buying Summit 2026 Exhibitor List

Jared Henzlik, PGA, serves as Director of Retail at Big Cedar Lodge, bringing over 25 years of experience in golf operations, specialty retail, and apparel sales management. Known for his strong leadership and strategic approach, Jared combines technology and personal connection to drive results. His organized, detail-oriented style and clear communication have made him a respected leader in golf retail.

Rita Goodroe is an award-winning keynote speaker and former real estate attorney who works with organizations that want their communication to carry more trust and influence - so people don’t just hear the message, they respond to it. Known for her high-energy storytelling and her viral “35 Dates in 35 Days” experiment, Rita makes audiences laugh while delivering practical ideas they can use right away. She has worked with companies like Kellogg’s and Volvo Group, consults with private clubs, and speaks for major associations including the Club Management Association of America, the Association of Golf Merchandisers, the National Association for Catering & Events, and the National Association of Home Builders. Rita is the founder of two award-winning communities, and her insights have been featured in The Washington Post and on NBC, CBS, and Great Day Washington. She also received the Change-Maker Award at the United State of Women Summit during President Obama’s administration. Rita serves as the Director of Community Relations for the National Speakers Association Georgia Chapter and lives in Savannah, where you’ll find her hunting for a new restaurant or floating somewhere on the water with her husband, Chuck.

Seth McGuinness is a Product Manager at the PGA of America with a unique background that blends over 15 years of software development experience with six years of product leadership. As a hands-on technical builder, Seth leverages AI and modern engineering practices to deliver high-impact user experiences.

Mike Hendrix is the Founder and President of smbGOLF, a golf technology, data, and strategy company helping golf courses, associations, and golf industry vendors make smarter decisions about the technology that powers their businesses. Mike has spent nearly two decades working at the intersection of golf operations, software, data, marketing, and customer experience. Before founding smbGOLF, he held leadership roles at GolfNow, including Vice President of its services business, where he worked closely with golf course operators across the country on technology adoption, revenue strategy, customer support, and operational performance. Today, through smbGOLF, Mike helps golf facilities evaluate and improve their technology stacks, strengthen their digital presence, and better understand how platforms like Google, booking engines, point-of-sale systems, CRM tools, AI, and course websites shape the golfer experience. His company also maintains golf course technology and market intelligence data used by associations, operators, and vendors to understand trends across the industry. Mike serves as a technology and data partner to golf course owner associations and regularly advises golf facilities on Google Business Profiles, website structure, online booking strategy, software selection, vendor management, and emerging AI-driven discovery. He is also the host of the Tech Caddie podcast, where he interviews golf course operators, technology leaders, and industry innovators about the tools and trends changing the business of golf. As a speaker, Mike brings a practical, operator-focused perspective. His sessions are designed to help golf professionals cut through technology noise, ask better questions, and leave with clear, usable ideas they can apply at their own facilities.

Roger is a sports performance specialist with over 20 years of experience developing athletes from juniors to professionals across the PGA, LPGA, NHL, MLB, NBA, and NFL. With a science-based approach supported by his PGA classification and TPI, K-Motion, and CHEK biomechanics certifications, he brings a comprehensive perspective to coaching.

Alex Hume, a PGA Professional since 2012 and a PGM graduate from Campbell University, is revolutionizing golf instruction with a data-driven approach. His experience in tournament operations and golf coaching has informed his key role in developing PDI.

A Top 50 Golf Fitness Instructor recognized by Golf Digest, Tyler brings a wealth of physical performance and personalized training program experience to this leadership role for Player Development Solutions.

Richard, a Master PGA Professional, is employed in the Education Department of the PGA of America, working as an Education Faculty member. Some of the responsibilities include conducting educational seminars for PGA Associates and University students on how to teach and perform quality golf lessons. Participating in the mentor program to help Associates, PGM University students, and members with their continuing education requirements. Collaborating in Item Writing, and Curriculum Design Workshops with adjunct faculty, and subject matter experts.

Carol Rhoades is a distinguished educator and innovator within The PGA of America, with deep roots in both the coaching and executive facets of the golf industry. Raised in Pennsylvania, Carol was introduced to the game by her father—a passion that ultimately shaped her lifelong career. Carol's academic journey began at Longwood College in Virginia, where she earned her bachelor’s degree in health and physical education and competed as part of the golf team. She furthered her education by attaining a master’s degree in athletic administration from Slippery Rock University, setting the stage for her transition to collegiate coaching and, subsequently, leadership within the PGA. After a successful career in college coaching, Carol transitioned to an essential role as a PGA of America Education Faculty Member. In this capacity, she is at the forefront of developing and delivering education for the next generation of golf professionals—blending a foundational understanding of the physics of the game with emerging technological advancements, including AI-driven solutions for golf operations and executive management. Carol’s educational philosophy is grounded in the scientific principles of movement, empowering every individual to develop their unique strengths and maximize enjoyment in the game. In addition to her expertise in the scientific principles behind the game of golf, Carol is also widely recognized as an authority in executive management and organizational leadership within the golf industry. Her deep understanding of management best practices, combined with an innovative approach to leveraging technology—including AI platforms—enables her to guide organizations and golf professionals in optimizing operations, driving growth, and leading successful teams in an ever-evolving environment. Her forward-thinking approach integrates dynamic, technology-assisted systems to create flexible and relevant learning experiences that meet the rapidly evolving demands of today's industry. Key Credentials & Leadership Roles: PGA & LPGA Class A Quarter Century Member PGA Faculty Member and Education Innovator Certified Coach: The First Tee, TPI, GolfPsych, US Kids Golf Site Director: PGA Junior Camp, LPGA USGA Girls Golf Club Coordinator PGA Section Executive Board & Foundation Board Member Roles on PGA Women’s Committee and Ryder Cup Committee PGA HOPE Certified Instructor and LPGA Leadership Academy Contributor Accolades: LPGA Professional of the Year Golf Digest Top 50 Women Instructors Top 10 Teachers in State, 2015–2021 Illinois PGA Professional of the Year (2017) Recipient of Bill Strausbaugh, Horton Smith, and Illinois PGA President’s Awards The First Tee Certified Coach and Horizon League Coach of the Year PGA Jr. League Team National Qualifier Coach, US Kids Honorable Mention Best Coaches Carol’s unwavering commitment to innovation in content delivery and technology integration positions her as a thought leader for organizations embracing AI-powered solutions. She continues to advance excellence in golf education, executive management, and operational optimization, ensuring today’s professionals are equipped to lead in an era defined by digital transformation.

Dr. Shannon Reece is a leading sport psychologist, professional speaker, and founder of Training for Optimal Performance, specializing in the mental game of golf. She provides trusted coaching to private-club members, competitive juniors, professional golfers, and the golf-industry professionals who develop them. A graduate of the University of Virginia with both an M.Ed. and a Ph.D., Dr. Reece trained under legendary golf performance psychologist Dr. Bob Rotella. For more than 25 years, she has helped golfers sharpen their focus, steady their emotions, build habits that hold up under pressure, and simplify their decision-making on the course. She is the host of the She Talks Birdie podcast and the founder of The Players Circle, a membership community where competitive amateur golfers train the mental side of their game alongside their technical work. Her teaching translates peak-performance principles into clear, practical routines that golfers can apply immediately to elevate performance without changing their swing. Dr. Reece is an active practitioner of AI in her coaching work. She uses Claude.ai daily to manage her competitive clientele, build custom apps and automations that enhance her offers, organize her newsletters and educational content, and design programs that scale her coaching insights to broader audiences. A returning PGA Show presenter and trusted voice in the golf industry, Dr. Reece most recently delivered "Smarter, Not Harder: A Hands-On Session Using AI to Save Time, Elevate Programs & Engage Members" at the January 2026 PGA Show, equipping golf professionals with practical AI-powered prompts for creating marketing assets to drive member engagement. In April 2026, she was invited to The Kingdom at TaylorMade Golf Headquarters to design and deliver a signature experience for the TaylorMade Women's Golf and Social Club, blending identity work, leadership principles, and hands-on mental routines to help women reconnect with the confidence that drives exceptional performance in golf, life, and work. Dr. Reece partners with private clubs across the country to deliver member seminars, hands-on golf clinics, and professional development training for golf staff. She also publishes the Peak Performance Playbook, a weekly LinkedIn newsletter for golf-industry professionals committed to elevating their mindset, productivity, and leadership skills. Known for her calm authority and experiential teaching style, Dr. Reece blends sport psychology and peak-performance research to equip golfers and industry professionals with simple tools to perform with clarity, confidence, and command. Learn more at TrainingforOptimalPerformance.com

Justine Cook is the Director of Membership and Education at the Association of Golf Merchandisers (AGM). She holds a Bachelor of Science in Fashion Business Management from the Fashion Institute of Technology in New York City. Justine’s career in golf merchandising has spanned several influential roles, including Merchandise Manager at Baltusrol Golf Club in Springfield, New Jersey; E-Commerce Merchandise Coordinator at Summit Golf Brands in New York City; and Assistant Merchandiser at John’s Island Club in Vero Beach, Florida. An AGM member since 2019 and a graduate of the AGM Certified Retail Manager Program, Justine now serves as an instructor for the program. Justine is enthusiastic about elevating golf retail and education, supporting others in the ever-evolving golf shop environment.

Kathryn Alter is the Golf Shop Manager and Buyer at Arrowood Golf Course in Oceanside, California, and the Association of Golf Merchandisers’ (AGM) 2026 International Merchandiser of the Year for Public Facilities. Since joining Arrowood in 2020, Kathryn has brought a refined retail perspective to the public-golf space, successfully blending private-club polish with an accessible, community-focused experience. Originally from Metro Detroit, Kathryn began her career in brick-and-mortar retail before transitioning into the golf industry in 2013. Her diverse background, combined with a strong attention to detail, has allowed her to elevate Arrowood’s retail identity through innovative initiatives, including themed in-shop events, staff-led education programs, and creative community engagement strategies. A member of the AGM since 2014 and a Certified Retail Manager (2023), Kathryn is committed to continued professional growth and industry leadership. Her approach emphasizes accountability, team development, and a culture that balances high standards with energy and creativity. Under her leadership, Arrowood Golf Course earned recognition as a Top 10 “Best of the Best” AGM Platinum Award-winning shop in 2024, further solidifying its reputation as a standout retail operation.

Steve Risler is the Senior Manager of Golf Retail for Whistling Straits in Sheboygan, Wisconsin and the Association of Golf Merchandisers’ (AGM) 2026 International Merchandiser of the Year for Resort Facilities. Steve leads with a “prestige-first” retail philosophy that mirrors the world-renowned destination’s championship legacy. His strategic approach to curation, limited-edition product capsules, and rigorous vendor collaboration has positioned Whistling Straits as a global benchmark for golf retail. Risler’s leadership style centers on empowerment, mentorship, and purpose—ensuring that every guest leaves not just with a souvenir, but with a story.

Neil Lockie is the Director of Golf at Dallas National Golf Club in Dallas, Texas, one of Golf Digest's Top 100 Courses in the United States and the number 2 ranked club in Texas. With over two decades of experience leading premier private golf operations, Neil has built a reputation as an innovator, educator, and standard-bearer for the profession. A graduate of Ohio University with a degree in Sports Management, Neil launched his career with a tournament internship with the Northern Texas PGA and a stint at Oakmont Country Club before joining Jonathan's Landing Golf Club in Jupiter, Florida — where he spent 17 years progressing from Assistant Professional to Director of Golf. During his tenure there, he rebranded the golf shop operation, drove a 250% increase in retail sales, and mentored staff to multiple PGA section awards. He joined Dallas National in 2019, where he oversees a golf staff of more than 25 employees and has grown retail sales from $900,000 to a projected $1.6M in 2026. Neil's commitment to staff development is a defining characteristic of his career. He has mentored assistants to NTPGA and South Florida PGA awards, and in 2023 guided Austin Fields to become the first Dallas National assistant to advance directly to a Head Professional position at a prominent Dallas club. He currently chairs the Northern Texas PGA Professional Development Committee and serves as an At-Large Board Member of the NTPGA. Neil's service to the profession extends across both the Northern Texas and South Florida PGA Sections. In South Florida, he served as Chapter President, Secretary, Tournament Chairman, Junior Golf Chairman, and Foundation Board Member over more than a decade of involvement. He also served as Section Officer and Secretary of the South Florida PGA, and as an Executive Board Member of the Palm Beach County Golf Association. Since relocating to Texas, he has continued that commitment through board and committee roles with the NTPGA, including his ongoing chairmanship of the Professional Development Committee. Recognized as the NTPGA Golf Professional of the Year in 2024, Neil has also received the Bill Strausbaugh Award and the Metro Chapter Professional Development Award — honors that reflect both his peer standing and his investment in the next generation of golf professionals. He holds affiliations with Titleist's Leadership Advisory Staff and Leadership Council, FootJoy, Greyson Clothiers, and Swag Golf. A passionate player, Neil retains a membership at Royal Troon Golf Club in Scotland. Neil brings to every conversation a philosophy grounded in leadership, continuous improvement, and an unwavering refusal to accept the status quo.

Brian Schorsten; Brian has been the Director of Golf at Colonial since 2020 where he oversees the golf operation and professional staff. Prior to this role, he served as the Director of Instruction at Colonial for eight years.