It's known as the "Major of Golf Business." More than 40,000 golf professionals and fans are gathered in Orlando, Florida, for the annual PGA Merchandise show. The biggest companies present their latest and greatest gear and technology, alongside some of the most promising start-ups in the industry. The hottest trends start here, and some of the biggest deals get done here.
"It's the Super Bowl of the golf business," Cobra Puma CEO Bob Philion told CNBC. "There is no other place where we can see as many accounts in these three days."
While the eye-catching equipment and apparel get a lot of attention, many industry insiders are keeping a close eye on the future of the game.
"The show is really the one time during the year where the entire industry comes together, under one roof, to project on the future and where golf can go," TaylorMade-Adidas Golf CEO David Abeles said in an interview on CNBC's "Squawk Box."