By SEMA News Editors
If your SEMA Show game plan usually includes trucks, off-road builds and performance parts, expect a whole new category to command your attention this year.
For 2026, the SEMA Show is doubling down on one of the fastest-growing segments in the aftermarket with a brand-new, dedicated Powersports/Side-by-Side (SxS)/Lifestyle section joining the Trucks and Off-Road sections in West Hall.
Why it matters: The line between automotive and powersports is essentially gone. Enthusiasts no longer just build trucks or cars––they ride, tow, camp and modify across multiple platforms.
SEMA's new Powersports/SxS/Lifestyle section reflects that shift, with a centralized hub for side-by-sides and UTVs, motorcycles and dirt bikes, trailers and tow rigs, performance parts and adventure lifestyle gear and accessories.
Built for Action in the West Hall
The new Powersports section will be anchored in the West Hall of the Las Vegas Convention Center, one of the Show's most dynamic areas.
Organizers say the location is about more than foot traffic––it's about function. With direct access to outdoor space, the section is designed for live demonstrations and activations, giving attendees a chance to see products in motion––beyond a typical display.
Bigger Opportunities for Attendees
For buyers, builders and shop owners, this isn’t just another section––it's a more efficient way to do business.
Instead of tracking down complementary products across multiple halls, you'll be able to source new vendors faster, compare products side-by-side, spot emerging trends across automotive and powersports and also discover crossover opportunities for your business.
And it's something you'll want to experience in person––attendee registration opens May 4.
A Major Play for Powersports Brands
For relevant Powersports/SxS/Lifestyle brands, this is where your company needs to be.
"We're proud to represent KYT Helmets at SEMA 2026," said TJ Jira, CEO of KYT Americas. "We believe it's an opportunity to elevate powersports and bring more visibility to our brand in the market."
The new section puts brands directly in front of the people who drive the market–builders, dealers, retailers and content creators who influence buying decisions across both the automotive aftermarket and powersports.
"Denago Powersports is thrilled to be part of the 2026 edition of SEMA with the added focus on the powersports industry, giving our young brand national attention from fellow gearheads like us," said Kevin Duke, national marketing manager of Denago Powersports.
Plan Ahead
The 2026 SEMA Show takes place November 3-6 in Las Vegas, and this new Powersports/SxS/Lifestyle section is shaping up to be one of the most talked-about additions to the floor.
- Attendee registration opens May 4
- Exhibitors can learn more and secure space at semashow.com/powersports
If you work with trucks, off-road, overlanding––or anything in the powersports space––this is where you'll want to spend time at SEMA this year.
Beyond the Show floor, SEMA offers tools to help members modernize their businesses, including data resources, technical services, and a unified voice to protect the industry's future. Through its acquisition of the Off-Road Business Association (ORBA), SEMA has strengthened its presence in Washington, D.C., and Sacramento, California, to fight for land-use protection and motorized recreation access--issues critical to the powersports industry's future.
