By Brett Kinsfather
In a year when tariffs, regulatory pressure, and shifting consumer demand kept the aftermarket on edge, the SEMA Wheel, Tire, Suspension, & Brake Council (WTSBC) refused to play defense. Instead, it doubled down on what works: candid conversation, technical education, and genuine recognition of the people and companies moving the industry forward.
Virtual Coffee & Conversations
The monthly Coffee & Conversation Zoom series remained the heartbeat of that effort. Industry veterans and newcomers alike logged on to dissect everything from tariff fallout and supply-chain headaches to smarter branding strategies and the myths that still plague wheel, tire, suspension, and brake sales. The result? Real solutions, stronger relationships, and a virtual water-cooler that never closed.
WTSBC SEMA Show Events
That same spirit spilled onto the SEMA Show floor. The early-morning, in-person Coffee & Conversation in the lower south hall is becoming a can’t-miss pre-show ritual before the doors open.
The WTSBC Reception, now permanently anchored in the New Products Showcase, delivered the week’s emotional high point. OE Wheels took home the inaugural Business of the Year award for operational excellence and market leadership. Jesse Ramirez of NorCal Chassis Works—known for giving more to the industry than he takes—was named Person of the Year. And in a heartfelt moment, BBS legend Craig Donnelly accepted the Lifetime Achievement Award for decades of leadership at one of the wheel industry’s most iconic brands.
Technical education hit a new high with the Wheels-Up Lunch and Learn, co-hosted with the Emerging Trends & Technology Network (ETTN). A packed room walked away understanding the latest technology trends that impact the wheel, tire, suspension, and brake segments.
The Road Ahead
Looking to 2026, the Council is raising the bar again. Expect a heavier slate of shop-ready technical content designed for counters and install bays, continued evolution of the Coffee & Conversation series, and a deliberate push to put member companies and their stories in the spotlight they’ve earned.
In an industry that touches virtually every vehicle on the SEMA Show floor, the WTSBC isn’t just keeping pace with change—it’s helping write the next chapter.