By Ashley Reyes
The SEMA Businesswomen's Network (SBN) has named Dawson Druesedow, owner of 4 Wheel Performance LLC, as its newest allyship honoree.
Learn how Druesedow supports women in the industry and promotes the ally mindset in the SEMA News interview below.
SEMA News: What do you do to support the ally mentality and women's empowerment?
Dawson Druesedow: At 4 Wheel Performance, I've worked for two decades to build a shop culture where talent, character and passion lead––not stereotypes. Supporting women in the off-road and performance industry has been a priority from the start. That means hiring based on skill and drive, collaborating with women-led businesses and fostering a respectful environment for both our team and customers. Allyship shows up in everyday decisions, not just big gestures.
SN: Can you share your favorite experience being an ally?
DD: One of the most meaningful examples of allyship in my journey has been working with Rebekah. She had a strong background in the automotive world––she worked on her own vehicles, had certifications in both TIG and MIG welding and had even been part of airplane refurbishment teams. When she applied for a counter sales role at 4 Wheel Performance, I knew her experience and technical knowledge would bring tremendous value to our team, even if it didn't fit the "typical" mold some people expected.
At first, a few male customers were standoffish––hesitant to take advice from a woman at the counter. But that changed quickly once they spoke with her. Rebekah's confidence, deep product knowledge and real-world experience earned their trust fast. She didn't just prove herself; she reset their expectations.
Even more importantly, our female customers loved talking with her. For many, it was the first time they felt fully comfortable walking into a performance shop. Instead of deferring to a husband or second-guessing themselves, they had a knowledgeable woman to relate to, which made them feel more empowered to make decisions. That shift didn't just help the culture––it boosted our bottom line. Rebekah helped close more sales simply by creating a space where customers felt seen and respected.
Watching that transformation––in our customers, our team and even our local reputation––was incredibly rewarding. It's a reminder that being an ally isn't just about fairness. It's also good business.
SN: Why do you feel that being an ally is important?
DD: Because change doesn't happen by chance. If you care about the future of the industry, you need to care about making it more inclusive. Being an ally means calling out what's wrong and lifting up what's right––even when no one's watching. It's how we grow and make the space better for the next generation.
SN: What have you found to be the most important/valuable part of being an ally?
DD: The most valuable thing is the relationships built along the way and the impact that small acts of support can have on someone's career. It's rewarding to know you played a part in someone realizing their potential or finding their place in the industry. That's what makes it worth doing every time.
SN: How long have you been in the industry?
DD: I've proudly owned and operated 4 Wheel Performance for 20 years. What started as a passion for custom builds has grown into a full-service performance shop serving off-road enthusiasts and everyday drivers alike.
SN: What advice do you have for those that want to become an ally?
DD: Lead with intention. You don't have to know everything––just be willing to learn, step aside when needed and speak up when it counts. And make it part of your everyday routine: in hiring, in mentoring and in how you talk about the industry.
SN: How does someone spread the ally mentality?
DD: By living it. I try to lead by example in how I run my shop, who I support and what kind of community we build––both in the workplace and out on the trails. I'm also intentional about creating space for women to succeed, whether that's a new hire, vendor or customer who's just getting into off-roading.
Fill out an SBN Ally Spotlight form to highlight how you or a colleague is being an ally to women in the automotive specialty-equipment industry. Selected candidates are eligible to be featured on SBN's social media and in SEMA News.
