AGM October Webinars Focus on AI and Personal Branding for Golf Retail
The Association of Golf Merchandisers (AGM) offers a series of online workshops this October, providing golf retail professionals with tools for efficiency and career growth, including building custom AI assistants.
Professional Development for Golf Retailers
The Association of Golf Merchandisers (AGM) announced its October 2026 educational programme, featuring a lineup of online webinars designed to enhance both professional skills and retail operations.
The programme, which runs throughout the month, covers diverse topics from managing emotional labour and cultivating a personal brand to optimising holiday sales and strategic vendor engagement.
The AGM stated that these sessions aim to equip golf retail professionals with practical strategies for navigating high-pressure situations, articulating their professional value, and making informed decisions for the upcoming year.
The curriculum combines personal development, technological advancements, career progression, and retail strategy to strengthen current performance and prepare for future challenges.
Key Sessions: AI, Branding, and Well-being
Among the featured webinars, a session on 14 October 2026, presented by Brooke Sellas, CEO of B Squared Media, focuses on developing custom AI assistants for golf retail.
This workshop will guide attendees through creating a branded, conversational AI tool from scratch, designed to improve customer service, manage inventory support, and boost member engagement without requiring coding knowledge.
Other significant sessions include 'Giving Your Best Requires Being Your Best' on 5 October 2026, led by Licensed Clinical Social Worker Megan Alves, which addresses managing emotional labour in demanding work environments.
On 7 October 2026, Lauren Roeder, owner and designer at Club Design Pro, will conduct 'Build Your Brand Blueprint', offering a step-by-step guide to establishing a strong personal brand and leveraging platforms like LinkedIn for career advancement.
Accessibility and Professional Credits
The AGM’s October education series is available online, with complimentary access for all AGM members. Non-members can register for individual sessions at a cost of US$25 per webinar. The Association of Golf Merchandisers also confirmed that these workshops contribute to professional development for affiliated golf professionals.
PGA members are eligible to earn one education credit for each webinar completed, while LPGA members can receive two education credits per session.
Additionally, Class 'A' members of the PGA of Canada can earn one credit towards their Golf Operations Specialisation for each one-hour live webinar attended, underscoring the programme's value across various professional golf associations.
Implications for Asian Golf Retail
While the Association of Golf Merchandisers is based in the United States, the topics covered in its October webinar series hold direct relevance for golf retail operations across Asia.
The increasing adoption of digital tools and the demand for enhanced customer experiences in Asian markets mean that skills in building custom AI assistants, as taught by Brooke Sellas, could provide a competitive advantage for golf shops in locations like Singapore, Thailand, and South Korea.
Similarly, professional development in personal branding and managing emotional labour, as outlined by Lauren Roeder and Megan Alves, can empower golf professionals in Asia to improve service quality and career progression.
Asian golf retail managers and staff can apply these insights to streamline operations, engage customers more effectively, and adapt to evolving market demands, particularly as golf tourism continues to grow in the region.
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