The SEMA Wheel, Tire, Suspension & Brake Council (WTSBC) is proud to welcome four accomplished professionals to its select committee: Nicholas Cross, Jay Ehret, Joe Kubiak and Bruce Ronning. Each brings a unique perspective and impressive track record to help drive the council’s mission forward.
Nicholas Cross, senior project engineer at Smithers, specializes in wheel and tire testing and development. With a background in engineering, machining and quality coordination, Cross offers deep technical insight and is an active participant in SEMA, Society of Automotive Engineers (SAE) and Technology and Maintenance Council (TMC) initiatives.
Jay Ehret, president and co-owner of Pickup Outfitters, blends marketing expertise with hands-on business leadership. A former Professional Restylers Organization (PRO) select committee member and 2023 Nat Danas Person of the Year, Ehret brings a passion for restyling, branding and community engagement.
Joe Kubiak brings more than three decades of automotive aftermarket sales and event experience to the committee. Currently with Wilwood Engineering, Kubiak’s career includes roles at BMR Suspension, Braille Battery, Atech Motorsports and Summit Racing. His broad skills in sales, customer service and motorsports marketing will help strengthen WTSBC’s industry reach. Kubiak also brings his experience as a former Hot Rod Industry Alliance (HRIA) select committee member to the table.
Bruce Ronning, president and CEO of Coker Group, brings over 30 years of aftermarket experience across Europe, Asia and the U.S. His leadership spans iconic brands like Coker Tire and Corvette Central, and his career includes senior roles at TENNECO and Johnson Controls. In 2024, he was honored as NAPA Auto Parts’ Vendor Partner of the Year.
WTSBC is thrilled to welcome these new voices and looks forward to their contributions to the industry. With the returning members, Brian McCroskey, Thyssenkrup BILSTEIN of America; Mike Messina, Brembo North America; Dan Ricehouse, American Racing Pro Series Wheels; and Jason Weidman, The Wheel Group, the WTSBC leadership is set for a successful year.