New drivers, new balls, the latest in technology—all will be on display at the PGA Merchandise Show, the annual three-day golf fest held in Orlando where more than 40,000 people will converge to witness the latest the game has to offer.

That will include products just now finding their way to the market, including Callaway’s Mavrik series of drivers and irons, as well as new offerings from PING, Titleist and many others. In all, more than 1,000 companies participate in the sprawling event, which brings people from all areas of the golf community to Orlando, Florida, for the event. From business strategies and tactics to apparel and equipment, all elements of the game are covered at the show.

Once again, Golf Town will take you inside the Orange Country Convention Center, bringing you the latest trends in golf equipment, technology, apparel and accessories. We’ll be talking to research and development professionals, catching up with golf legends like Greg Norman, Peter Jacobsen, Bob Vokey and more. Follow along on our blog, Facebook, Twitter, Instagram or YouTube Channel for all of the breaking stories.

Here’s a little preview of what we expect to see at the show.

Hit and hope

Demo Day, the massive outdoor event where more than 100 companies showcase everything from shafts to golf scooters to the latest in clubs, is always a good place to start judging the excitement about the year in golf.

New manufacturing processes

Drivers that are injected, or use new multi-material compounds. Super computers that help determine just how fast the face of a club should be. New processes of creating clubs are a central part of almost all new gear—and will surely be one of the important stories at this year’s show.

Tech is king

Technology has crept into all facets of our daily lives, and such is the case with the golf business as well. From a gadget that measures how far you hit the ball while playing a typical round, to being able to charge your phone in a cart bag, technology is becoming more common and less expensive, a trend that will certainly be at the forefront this year.

Gold rings

It’s an Olympic year, and with that we’ll likely see a number of companies—especially apparel brands—connecting their key athletes with the games as golf returns for only the second time in more than a century. Dealing with Olympic copyrights can be tricky, but be rest assured key athletic brands will be doing all they can to showcase their products at the games, and many will kick that off at the show.