Most golf shops think of trade-in as a convenience perk, something to offer when a member brings it up. The data tells a completely different story. Across more than 50,000 trade-in transactions at 600 partner facilities, one pattern keeps emerging: the members who trade in are your highest-value customers, and the fitting appointment is the moment you can reach them. At the 2026 Middle Atlantic PGA Teaching Summit, Next Round shared the trends shaping this upgrade cycle: who