The #SheIsSEMA Woman of the Year Award recognizes women who have demonstrated exceptional leadership, industry expertise, mentorship and service to the automotive aftermarket. The recipient embodies the values of leadership, knowledge, integrity and active industry involvement while making a meaningful impact on those around them. In 2025, that honor was awarded to Kirstin Backes of COBB Tuning, a respected industry leader whose influence extends far beyond her professional role.
For Backes, the significance of the award is rooted not in a single accomplishment, but in the relationships she has built throughout her career and the opportunity to support others along the way.
“The most meaningful part of this recognition is realizing that the relationships and work built over many years have genuinely made a difference for other women in this industry,” said Backes. “There wasn’t one single ‘big moment,’ but there’s been an ever-growing collection of moments where someone reached out for advice, support or encouragement and later told me it helped them grow in their career or feel like they belonged in this industry.”
That commitment to helping others succeed has been a defining characteristic of Backes’ leadership journey. Throughout her career, she has invested her time in industry organizations and volunteer leadership roles, including service through TORA, FLN, and SEMA councils and networks. Those experiences have helped shape her perspective on what leadership truly means.
“Volunteering completely changed the way I view leadership,” said Backes. “People aren’t engaging with you because they have to. They volunteer because they care deeply about the industry and want to contribute. You learn very quickly that leadership is about community, collaboration and helping people succeed.”
Working alongside professionals from every segment of the aftermarket broadened Backes’ understanding of the industry and created opportunities for personal and professional growth. It also reinforced the importance of giving back and helping others navigate their own career paths.
Backes credits the SEMA Businesswomen’s Network (SBN) as one of the organizations that helped shape her development as a leader. Early in her career, SBN provided a space where women could openly discuss challenges, share experiences and learn from one another.
“What I appreciate most about SBN is that it doesn’t just focus on professional development—it focuses on building genuine connections,” she said. “Those relationships create confidence and remind you that you don’t have to navigate challenges alone.”
Today, Backes is widely recognized as a mentor and role model within the industry. She believes one of the greatest responsibilities of leadership is remaining approachable and authentic.
“People don’t need leaders who are perfect,” she explained. “They need leaders who are willing to share real experiences, including the challenges and mistakes that helped shape them.”
Whether making introductions, answering questions, encouraging someone to pursue a leadership opportunity or simply listening, Backes understands that even small interactions can have a lasting impact. She is also passionate about creating opportunities for new voices to be heard, helping emerging professionals gain confidence and visibility within the industry.
Looking ahead, Backes hopes to leave a legacy of accessibility, opportunity and belonging for women entering the automotive aftermarket.
“The strongest industries are the ones that welcome diverse perspectives and invest in developing people,” she said. “If I’ve helped create a community where someone feels encouraged to speak up, pursue leadership, take a chance on themselves or stay in this industry because they feel support and belonging from their peers, that’s something I’d be incredibly proud of.”
Nominations for the 2026 #SheIsSEMA Woman of the Year Award are now open at http://www.sema.org/cn-awards
As you consider the women who are making a difference within your organization and across the industry, take a moment to recognize those who lead through service, mentorship and a commitment to helping others succeed. Their impact may be greater than they realize, and their story may inspire the next generation of industry leaders.