2026 Survey: What Golf Facilities Are Telling Us

Trade-in is one of the most talked-about topics in the pro shop today, and one of the least consistently executed. The 2026 Next Round Benchmark Survey set out to find out why. The data paints a clear picture: most shops understand the value of trade-in but have not yet built the process to activate it where it matters most. This post breaks down what your peers said and what it means for your shop.

Who Responded

The respondents skew toward fitting-forward facilities. Nearly 57% describe their hardgoods model as a strong fitting program combined with regular demo days. Another 24% are primarily demo-day driven. In other words, the people who filled this out are running active shops with real fitting volume and real revenue on the line.

Fitting staffing is meaningful too. Nearly 65% of facilities have two or more staff members actively conducting fittings.

>> During demo days, do members typically purchase clubs? <<

Demo days convert. Over 54% say demo days are strong buying days, and another 35% see moderate conversion. The infrastructure for a trade-in conversation is already there at most of these facilities.

The Trade-In Opportunity Is Bigger Than Most Shops Realize

One of the clearest findings in the survey is the gap between how facilities currently frame trade-in and what trade-in can actually do for hardgoods revenue. When asked to describe their current trade-in approach, respondents fell across a wide spectrum.

>> Which best describes your current trade-in approach? <<

This tracks with how trade-in conversations actually start. When asked who typically initiates the conversation, 43% say the pro or fitter does it proactively. Another 23% say the member brings it up, and nearly 20% say it is rarely discussed unless a promotion is running.

Facilities that treat trade-in primarily as a member perk leave real money on the table. Transaction data from Next Round’s 50,000+ trades tells a different story: members with trade-in credit spend 5 times more on hardgoods than those without it. The fitting appointment is where that shift happens.

Members Often Do Not Know Trade-In Is Available

Only 30% of respondents say most members know they can trade in clubs outside of a scheduled event or promotion. More than a third say only some members know, and 16% say they probably have not communicated it broadly.

Do your members know they can trade in clubs at your shop outside of a scheduled event or promotion? 

Awareness is upstream of everything else. A member who does not know trade-in is available cannot use it and cannot bring it up in a fitting. Next Round handles the marketing side of that equation, providing ready-to-use email campaigns, social media content, and physical marketing materials designed to drive member participation and maximize pro shop sales. The communication gap most facilities face is one Next Round closes for you.

Even among shops with trade-in programs, staff readiness to execute on the spot is inconsistent.

If a member walked in today wanting to trade in clubs, is your staff ready to handle it?

Nearly 45% of facilities say their process is either not streamlined or not ready at all. Through Next Round’s simple, always-on trade-in portal, both members and staff can be prepared for a trade-in anywhere, anytime. 

What Facilities Are Saying

“Next Round tells all other trade-in services to hold its beer! It is beyond seamless and easy to use. It makes the process less stressful and I am more proactive in talking about it in fittings.”

“Next Round has been a valuable partner for Custom Golf of Virginia. The ability to utilize their portal to deliver on-the-spot trade quotes has allowed me to convert more fittings into sales.”

“Year over year, Next Round has allowed our club to trade in over $20,000 during a one-day trade-in event that brings additional sales directly to the Golf Shop in the form of credit.”

“I love not having to worry over trade-in value or worry about losing club sales to the big box stores anymore.”

“Next Round takes care of the details so our shop can focus on providing the best service to members. From start to finish, the trade-in process is seamless and easy to replicate.”

“The fitting process is so much more these days. Next Round helps our members and our club and are an integral part of the entire sales process.”

“Next Round is an excellent company with top-notch service to clubs, and they make the process easy. From the online portal to shipping labels to payouts, the process is seamless and very helpful for us.”

What the Data Tells Us

The 2026 Benchmark Survey points to a consistent pattern across facilities of all types. The shops capturing the most from trade-in are not doing anything dramatically different. They have a locked-value tool that lets members quote from home, a staff process that takes two minutes to confirm at drop-off, and a habit of bringing it up in the fitting appointment without waiting for the member to ask first.

Next Round has paid $10M+ to fitters and pro shops across 40k+ members served and 300k+ purchased golf clubs. Members with trade-in credit spend 5x more on hardgoods. The upgrade window is open. The members are ready. The question is whether your shop has the process to meet them.