Celebrating the individuals redefining creativity, leadership, and excellence in golf retail
ROCKLIN, California — The Association of Golf Merchandisers proudly announces the recipients of the inaugural 2026 AGM Merchandiser of the Year Awards, a prestigious new honor created to celebrate the people behind the industry’s most exceptional retail experiences.
Unlike the long-standing AGM Platinum Awards – Top 100 Golf Shops, which recognize overall facility performance, the AGM Merchandiser of the Year distinction shines a spotlight on the individuals whose leadership, vision, and artistry elevate golf retail across every category of operation.
2026 AGM Merchandiser of the Year Recipients
National AGM Merchandiser of the Year – Overall Excellence Award – Tracey Stearns – Congressional Country Club (Bethesda, MD)
Stearns, Director of Retail at the iconic Congressional Country Club, receives the top honor—the Overall Excellence Award—for her extraordinary commitment to mentoring future golf retailers, elevating shop operations to a luxury-boutique standard, and curating experiences that embody Congressional’s century-old prestige. Her “Retail Internship Program” and “Retail Development” sessions have become models for professional growth, empowering young talent to lead with confidence and purpose.
“Golf retail is not just my profession—it’s my passion,” said Stearns. “Every interaction, from the buying table to the shop floor, is an opportunity to create a lasting memory for our members and guests.”
National AGM Merchandiser of the Year – Private Facility – Wendy Cash – The Country Club of Virginia (Richmond, VA)
Cash, Retail Manager at The Country Club of Virginia, is honored for transforming training and staff development into a joyful, team-building art form. A Certified Retail Manager (CRM) graduate, Cash infuses creativity and resilience into every aspect of her operation—from R.A.P. (Review, Analyze, Plan) sessions to games like “Retail Jeopardy” and “Winning on a Losing Pitch,” all designed to motivate and educate her staff. Her energy, mentorship, and innovative training culture have made CCV a shining example of what engagement-driven retail can achieve.
National AGM Merchandiser of the Year – Resort Facility – Steve Risler – Whistling Straits (Sheboygan, WI)
Risler, Senior Manager of Golf Retail for Whistling Straits, 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.
National AGM Merchandiser of the Year – Public Facility – Kathryn Alter – Arrowood Golf Course (Oceanside, CA)
Alter, Golf Shop Manager and Buyer for Arrowood Golf Course, brings private-club polish to the public-golf experience. Her dynamic initiatives—like themed in-shop events (“Viva Las Vegas”), staff-led education programs, and creative community connections—have elevated Arrowood’s retail identity while nurturing a culture of accountability, heart, and fun. Alter’s leadership exemplifies how passion and ingenuity can redefine expectations for public-course retail.
A New Era of Recognition
“The AGM Merchandiser of the Year Awards were created to honor the individuals whose creativity, strategy, and leadership drive the success of their shops,” said Jennifer Morton, CEO of the Association of Golf Merchandisers. “These honorees represent the future of golf retail—leaders who not only elevate the in-shop experience but inspire everyone around them to think differently about what retail can be.”
The honorees will be celebrated during the 2026 AGM Platinum Awards & AGM Merchandiser of the Year Presentation at the 2026 PGA Show: Wednesday, Jan. 21, 10:00 AM – 11:30 AM, The Retreat Stage, Hall E, Orange County Convention Center, Orlando, FL