2026 SEMA Show Education Offers Free Sessions and Seminars

By SEMA News Editors

Attendees who make the most of their SEMA Show know that the event is more than seeing the latest products and vehicles. SEMA is also an opportunity to gain practical skills and ideas that can be put to work long after the Show, November 3-6, Las Vegas.

SEMA Education returns in 2026 with expert-led sessions covering business strategy, sales and marketing, leadership, vehicle technology, regulatory issues and more. More than three dozen SEMA Education sessions are included free of charge with a SEMA Show registration, including the schedule detailed below:

2026 SEMA Education Seminars

Tuesday, November 3 (all times PT)

• 11:00 a.m. | Legislative and Regulatory | N253 | Legislative and Regulatory Update for 2026 will cover the latest tax, legislative and regulatory changes affecting businesses and individual owners. Register here.
• 11:00 a.m. | Aftermarket Updates and Future Trends | N255 | Driving Smarter Decisions: Insights Into Today's Vehicle and Consumer Trends will explore the latest data on vehicle populations, ownership patterns and consumer behavior. Register here.
• 11:00 a.m. | Inside the Shop | N257 | The Business Behind the Builds: Best Practices in the Truck and Off-Road Industry, Powered by TORA brings TORA Council members together to discuss business strategies and build practices for today's truck and off-road market. Register here.
• 11:00 a.m. | Small-Business Strategy | N259 | Full-Throttle Profits: How to Earn More Without Working More will show detailers, installers and aftermarket professionals how to improve pricing, sales, cash flow and repeat business. Register here.
• 1:00 p.m. | Sales and Marketing | N253 | Measuring What You Can't Click--Analytics for AI-Driven Discovery will examine how marketers can measure brand visibility and influence when customers encounter information through AI-generated search results instead of traditional website clicks. Register here.
• 1:00 p.m. | Talent Management | N255 | Talent Is the Constraint: How Aftermarket Companies Must Rethink Leadership, Engineering and Frontline Skills to Compete will explore strategies for developing talent and building teams capable of supporting modern vehicles and technologies. Register here.
• 1:00 p.m. | Small-Business Strategy | N259 | Five Ways to Make Your Small Business More Successful will offer practical strategies for improving visibility, strengthening teams, managing time and getting more value from customers. Register here.
• 3:00 p.m. | Sales and Marketing | N253 | The Art of Leveraging AI as a Competitive Advantage will explore practical applications for AI and small language models, including workflow integration, security and domain-specific uses. Register here.
• 3:00 p.m. | Legislative and Regulatory | N255 | Inside the Rulebook: EPA & CARB Compliance for the Modern Aftermarket will provide an update on emissions regulations, enforcement trends and compliance strategies. Register here.
• 3:00 p.m. | Emerging and Executive Leadership | N257 | SEMA Women's Leadership Symposium: Own the Room will provide practical tools for executive presence, leadership transitions and strategic influence. Register here.
• 3:00 p.m. | Inside the Shop | N259 | Hot-Rod Builders' Panel, Powered by HRIA will give attendees an opportunity to hear directly from leading hot-rod builders and shop owners. Register here.

Wednesday, November 4 (all times PT)

• 9:00 a.m. | Emerging and Executive Leadership | N253 | Listening as a Leadership Skill That Changes Results, Presented by Dale Carnegie will focus on practical listening techniques that improve communication, trust and decision-making. Register here.
• 9:00 a.m. | Sales and Marketing | N255 | Advanced Sales Strategies will provide service advisors and shop leaders with practical techniques for improving close rates, average repair orders and customer conversations. Register here.
• 9:00 a.m. | Talent Management | N257 | Hiring that Sticks: Building Long-Term Teammates From Day One will cover onboarding, culture and strategies for turning new hires into long-term contributors. Register here.
• 9:00 a.m. | Small-Business Strategy | N259 | Time Is Money! Real-World Time-Management Strategies will provide practical ways to better manage production, sales, service and administrative demands. Register here.
• 11:00 a.m. | Sales and Marketing | N253 | Stop Losing Sales: Customer Experience in the Age of AI will examine how customer experience can help businesses stand out as AI changes how buyers research and compare products. Register here.
• 11:00 a.m. | Small-Business Strategy | N255 | Build to Grow: A Strategic Framework for Scaling Automotive Businesses will introduce a framework for building stronger leadership, finances, systems and organizational structure. Register here.
• 11:00 a.m. | Emerging and Executive Leadership | N257 | Pathways to Professional Development, Powered by FLN will explore practical ways to develop employees, strengthen teams and improve workplace engagement. Register here.
• 11:00 a.m. | Vehicle Technology | N259 | Advanced Fuels and Powertrains: Engineering the Next Generation of Vehicle Propulsion will examine emerging propulsion and fuel technologies across the aftermarket, racing, fleet and commercial sectors. Register here.
• 1:00 p.m. | Aftermarket Updates and Future Trends | N253 | SEMA State of the Industry: Where We Are, Where We're Going will examine the trends, vehicle changes, economic factors and consumer demand shaping the specialty-equipment market. Register here.
• 1:00 p.m. | Vehicle Technology | N255 | The AI-Driven Aftermarket: Smarter Tools, Smarter Builds will explore how AI is being used in product development, diagnostics, manufacturing, customer support and vehicle customization. Register here.
• 1:00 p.m. | Small-Business Strategy | N257 | Planning the Next Chapter: Practical Strategies for Family Business Succession, Powered by ARMO will address leadership transitions, family dynamics and preparing the next generation to take the reins. Register here.
• 1:00 p.m. | Sales and Marketing | N259 | YouTube--How to Maximize Your Marketing Efforts (Free and Paid) will cover video production, organic content, paid advertising and strategies for growing a business on YouTube. Register here.
• 3:00 p.m. | Sales and Marketing | N253 | Turn Reviews Into Raving Fans: Win the Google Game will provide strategies for generating, responding to and managing online reviews to build trust and attract customers. Register here.
• 3:00 p.m. | Aftermarket Updates and Future Trends | N255 | The State of the Powersports Market: Trends, Data, and Opportunities for Growth will examine current market data, trends and opportunities in the powersports sector. Register here.
• 3:00 p.m. | Emerging and Executive Leadership | N257 | Courageous Conversations: Addressing Conflict Without Burning Bridges, Powered by SBN will provide tools for handling difficult conversations, rebuilding trust and managing workplace conflict. Register here.
• 3:00 p.m. | Sales and Marketing | N259 | Smarter Marketing for Automotive Brands: Storytelling, Strategy and the Power of AI will explore how brands can combine storytelling, creator partnerships, owned media and AI tools to stay visible and trusted. Register here.

Thursday, November 5 (all times PT)

• 9:00 a.m. | Small-Business Strategy | N253 | You Can Hire a Manager, But You Can't Hire an Owner will help business owners determine what to delegate, strengthen accountability and free up time for higher-level responsibilities. Register here.
• 9:00 a.m. | Off-Road Business Association | N257 | Driving Change: Women Shaping the Future of Off-Road will feature industry leaders discussing leadership, mentorship, innovation and opportunities across the off-road industry.
• 9:00 a.m. | Sales and Marketing | N259 | Meta 2026: Algorithms, AI and Alignment will explain how Facebook and Instagram algorithms work and how businesses can use AI and more intentional content strategies to improve visibility. Register here.
• 11:00 a.m. | Vehicle Technology | N237 | ETTN Lunch and Learn: Which Method of Boost Is Best for Street Cars? will compare turbochargers, centrifugal superchargers and positive-displacement superchargers across street, racing and emissions-compliant applications. Register here.
• 11:00 a.m. | Small-Business Strategy | N253 | Build It, Scale It, Capitalize It: The Operator's Roadmap will explore strategies for building scalable, acquisition-ready businesses and navigating capital and investment options. Register here.
• 11:00 a.m. | Emerging and Executive Leadership | N255 | Leadership in the Era of AI: How Great Leaders Keep the Human Edge, Presented by Dale Carnegie will examine how leaders can use AI while maintaining trust, communication and engagement. Register here.
• 11:00 a.m. | Vehicle Technology | N257 | Charge Forward: EV and Electrified Systems, Components and Integration will cover battery systems, charging, power electronics and EV conversion opportunities. Register here.
• 11:00 a.m. | Sales and Marketing | N259 | Stop Overdoing Your Online Marketing will help small businesses focus their social-media efforts on realistic, measurable strategies that support business goals. Register here.
• 1:00 p.m. | Small-Business Strategy | N253 | Inventory Management Strategies to Increase Revenue will show business owners how to identify stagnant inventory, turn dead stock into cash and reinvest in products that sell. Register here.
• 1:00 p.m. | Sales and Marketing | N255 | The Aftermarket Blind Spot: Why Your Next Generation of Customers Can't Find You will examine changing buying habits and practical ways businesses can improve their visibility among future customers. Register here.
• 1:00 p.m. | Vehicle Technology | N257 | ADAS Unlocked: Ensuring ADAS Performance on Modified Vehicles will cover practical approaches to evaluating, diagnosing, calibrating and validating ADAS-equipped modified vehicles. Register here.
• 1:00 p.m. | Small-Business Strategy | N259 | Strategies to Grow Your Business will provide practical strategies and resources for overcoming growth challenges, expanding operations and building a sustainable business. Register here.
• 3:00 p.m. | Talent Management | N253 | Challenge to Champion: Building a Resilient Workforce will cover culture, organizational structure, hiring, training and accountability strategies for building stronger teams. Register here.
• 3:00 p.m. | Legislative and Regulatory | N255 | Certifying Complex Systems: ADAS, Sound, Emissions, and Beyond will explain how SEMA Certified can help manufacturers navigate compliance, testing and regulatory risk. Register here.
• 3:00 p.m. | Inside the Shop | N257 | Personalization Drives the Market: Why Restylers Matter More Than Ever, Powered by PRO will explore how vehicle personalization is influencing consumer demand and market growth. Register here.
• 3:00 p.m. | Sales and Marketing | N259 | If You're Not Using AI in YOUR Business, You're Already Behind! will examine how aftermarket professionals are using AI for content, marketing, research and customer discovery while maintaining human expertise and authenticity. Register here.

Reserve Your SEMA Show Education Sessions Today

Experienced attendees build their education schedule before arriving in Las Vegas. Setting aside even a few one-hour sessions can help bring new ideas like improving shop operations, preparing for regulatory changes, finding new ways to market business or developing the next generation of leaders.

Review the complete 2026 SEMA Education schedule, reserve your sessions and start planning your week today at semashow.com/education-schedule.

Attendees are encouraged to reserve their seats in advance by adding education sessions during SEMA Show registration or by logging into the Registration Resource Center after registering. Some partner sessions require separate registration or fees, which are noted on the full education schedule.

The 2026 SEMA Show is set for November 3-6, in Las Vegas. Interested exhibitors can buy a booth and learn more at semashow.com/exhibitor. Attendee and buyer registration is now open online. For more information, visit semashow.com.

SEMA Fest has been confirmed for Friday, November 6, and industry members will get the lowest rate on tickets through the registration portal and Attendee Resource Center. Sign up for updates at semafest.com.