By SEMA News Editors
For many automotive aftermarket businesses, the path into the industry naturally starts with the SEMA Show in Las Vegas. But some may not know that, for many businesses, including new companies BILDTRAK Inc., Carnegie Robotics LLC and HARD Corp Customs, the deeper value comes from what happens beyond the SEMA Show floor.
From detailed market research and product development support to industry networking, education and business savings, the companies say talking to AJ Carney, the director of Membership for SEMA, and ultimately deciding to join SEMA Membership opened them up to resources and programs that are already shaping the future of their businesses.
"We wanted to get our memberships in place so we could take advantage of everything SEMA offers," said Jason Hall of HARD Corp Customs, a Colorado Springs-based restoration, performance and maintenance shop that's also rapidly expanding into e-commerce, fabrication and future product development.
For Hall, the decision to join SEMA Membership was about building a foundation for long-term growth, starting with access to SEMA's market research findings.
"The market research is right where it needs to be," Hall said. "If SEMA's market research can help us do the due diligence without us having to gather all the information ourselves, that's incredibly valuable in of itself."
That sentiment was echoed by Scott Shaffstall of BILDTRAK Inc, a new company based in Orange County, California, preparing to launch a professional-grade hardware platform aimed at solving a long-standing problem in mechanical work.
"We learned that SEMA is much more than just the Show in Vegas," Shaffstall said. "The research, the data and also access to the SEMA Garage are probably the biggest draws into SEMA Membership for us."
"The timing is just right for us to get access to the research, the new-product development resources, the rapid prototyping, and more than anything, the industry connections," Shaffstall continued. "We're just getting started on what we can accomplish together as SEMA members."
Shaffstall said his team began using SEMA's research resources within the first week of becoming members.
"It's very important to keep a pulse on what's going on in the industry, particularly with tariffs and with consumer tastes evolving and with the industry shifting," he said. "It's more important than ever for us to keep a finger on the pulse."
Indeed, joining SEMA Membership gives businesses the ability to access real-world industry insights and data-driven reports on consumer behavior, vehicle trends, product categories and broader aftermarket business intelligence. And still, market research is only one facet of SEMA Membership's offerings.
For companies focused on innovation and new product development, resources like the SEMA Garage also provide unique advantages. With two locations––Detroit and Diamond Bar, California––the SEMA Garage team helps bring cutting-edge equipment and services such as 3D scanning, large-format 3D printing, emissions testing, ADAS calibration support and vehicle measuring sessions straight to businesses for an additional cost (though it is still cheaper than using another organization).
For companies developing emerging technologies, the Garage access alone is proving valuable. Carnegie Robotics LLC––a Pittsburgh-based company specializing in rugged autonomous vehicle systems and advanced robotics platforms with a goal to "solve hard problems"––recently joined SEMA Membership as it expands deeper into the mobility and vehicle technology space.
"We joined SEMA because our work exists at the intersection of real-world autonomy and demanding environments," said Anthony Todora, media marketing manager and test technician at Carnegie Robotics. "It's about expanding relationships with companies that we build on and modify their vehicles."
Todora said the company immediately saw value in SEMA Garage resources, particularly rapid prototyping and technical support capabilities.
"The quick-turnaround prototyping is invaluable," Todora said. "If you need help turning around a product or testing a product, the SEMA Garage team can help. Everything SEMA Garage is working on is exactly what we're working with now."
HARD Corp Customs' Hall, whose shop plans to add advanced fabrication and 3D-printed capabilities into its business model, said those kinds of resources align directly with where both his company and the industry are headed.
"In the future, what I see to bridge that gap between availability of classic parts and whether or not we can keep that old car on the road might be determined by whether or not we can 3D print that part replacement," Hall said. "If we can 3D print that part, we'll print it and put our name on it."
Both businesses also pointed to the value of the connections and support systems available through SEMA Membership. In addition to joining as members, Hall enrolled HARD Corp Customs in both the Hot Rod Industry Alliance (HRIA) and Automotive Restoration Market Organization (ARMO), two of SEMA's industry communities that connect members with peers, suppliers and industry leaders throughout the year.
BILDTRAK, meanwhile, is already leveraging SEMA resources across multiple departments inside the company.
"This is an industry driven by passion, and you can tell the SEMA team genuinely cares about what they do, creating value for the members and driving the industry forward," Shaffstall said. "It's a very comprehensive ecosystem that supports our day-to-day growth. We look forward to tapping into it in different ways across every team member, from product development to marketing to finance."
That broad ecosystem is exactly what SEMA Membership is designed to provide--a gateway to everything SEMA: market research, government affairs, SEMA Data, SEMA Garage, and perks at the SEMA Show, along with access to Councils & Networks, benefits and discount partners, educational opportunities, a career center and student programs.
As vehicle technology continues evolving, SEMA Membership is also attracting companies that are shaping the future of mobility itself.
Carnegie Robotics joined SEMA as its vehicle programs gained momentum, including the launch of an off-the-shelf autonomous platform. According to Todora, the timing aligned perfectly with the company's need for stronger industry relationships and technical collaboration.
"SEMA seems like the place to be if you're selling anything that will be on the road, off-road or even on the water," Todora said. "It gives you access to a community that understands every aspect of these vehicles."
For HARD Corp Customs' Hall, who is self-described as returning to the industry after nearly a decade of "watching from the outside," the excitement is just beginning.
"We wanted to make sure our Membership was fully active so our employees could access the market research, training classes and everything else available through SEMA," said Hall. "In just the last 24 hours alone, we've been trying to absorb everything in the research aspect. There's a lot there."
From the moment a company joins, SEMA Membership opens the door to an extensive ecosystem of business resources, industry insights and cost-saving opportunities.
Current SEMA members can explore available discounts, partner deals and cost-saving programs through the SEMA Benefits Portal by logging into their member account at SEMA.org and navigating to the Benefits section. The portal includes savings opportunities on services like business insurance, shipping, payment processing and more through trusted SEMA business partners.
To learn more about SEMA Membership and explore the full range of programs, services and resources available to your company the instant you sign up, visit sema.org/membership or contact AJ Carney, the director of Membership, at ajc@sema.org or 909-978-6697.
