CEO Jennifer Morton and the Association of Golf Merchandisers have planted deep roots in one of golf’s ubiquitous trades. Golf, multifaceted as it is, often ties certain organizations to specific aspects of the sport in its cultural consciousness. Think of lessons and clinics, for example, and the PGA of America most likely will come to mind. Pondering rules and austere governance might produce images of the USGA. Now, a new connection is forming between a rapidly growing organization and one of the industry’s core segments – merchandising. Led by CEO Jennifer Morton, the Association of Golf Merchandisers has established itself as a central authority in its titular sector. Through a commitment to serving its membership, an emphasis on cultivating relationships, and a preternatural awareness of the industry, Morton and the AGM have planted deep roots in one of golf’s ubiquitous trades, with more growth on the way. While Morton has been steering the ship at the AGM since 2023, her path into golf was somewhat circumstantial. She graduate...