Golf apparel companies Ashworth Inc and Callaway Golf have formed a strategic educational alliance with the Association of Golf Merchandisers (AGM).

The alliance, developed in response to AGM members' requests for 'visual merchandising' ideas and techniques, will aid staff training and development.

"We recognise the mission of the AGM is education and we are pleased to be able to support the professional development and success of their members, especially as it relates to improving pro shop operations, sales and profits," Ashworth CEO Randall Herrel said.

"The technical and financial support of Ashworth Inc allows the AGM to provide creative, updated visual merchandising materials that exist nowhere in our industry," AGM president Vicki Bernstein added.

"The use of these resources will enable our members to expand their knowledge and lead to increased sales and profitability."

As a result of the alliance, an educational series covering visual merchandising elements including display, colourisation, props, lighting, fixtures and signage will be distributed to AGM members in CD-Rom and DVD format.

Founded in 1989, the AGM is a not-for-profit organisation with 850 members.