By SEMA News Editors
The SEMA Businesswomen's Network (SBN) has named Hannah Pennington of FLATED as the network's newest #SheIsSEMA spotlight member.
Get to know Pennington in her interview with SEMA News below.
SEMA News: How many years have you been with your current company and what do you enjoy most about working there?
Hannah Pennington: I've been with FLATED for four years and was lucky enough to be the company's first employee. The best part of the job is our customers––they really understand and appreciate the technology behind what we build. I love helping solve accessibility problems for people who need their truck to function as a day-to-day vehicle but also want the versatility to get outside and chase adventures. Being part of creating solutions that make the outdoors easier to access is incredibly rewarding.
SN: What is the most challenging part of running your business or job?
HP: One of the most challenging parts of the job is explaining a technology that isn't widely understood yet. It's something that started in a niche corner of the outdoor industry, and we're bringing it into the automotive world. A big part of my role is helping people understand how it works, why it's durable and how it can change the mindset of traditional automotive accessories.
SN: What are three qualities that got you to where you are today?
HP: Being nimble has been a huge factor. Working through everything from COVID to tariffs to constantly changing vehicle models has taught me to stay open-minded and adapt quickly when things shift.
I also try to lead with my heart. Empathy and genuine connection with customers, partners and teammates helps build trust and create lasting relationships that move things forward.
And finally, being willing to try new things. I believe growth comes from stepping into unfamiliar spaces––this year I'm even competing in the Rebelle Rally to learn as much as I can about the automotive world from the inside.
SN: Being a woman in the industry, what have been your biggest challenges and accomplishments?
HP: It's hard to be taken seriously sometimes. Not just being a woman, but working for a brand that invented an inflatable truck topper. I lived in my AirTopper full-time for three months, driving from Canada to Baja, 70% off pavement and in our inflatable AirToppers. I remember my first Overland Expo when an attendee said my truck setup did not include enough gear "to make it a weekend where he goes." He just did not believe you could get into and excel in the sport without all the gear, when in reality––it should be totally inclusive no matter your sex or socioeconomic income. You don't need a full build to make it far.
SN: Who are your role models or mentors in the industry?
HP: Ryan Guay has been a mentor to me for years. I had the chance to work with him in the hunting industry before he created FLATED, and I feel honored that he wanted me to be part of the team from the very beginning. He's taught me how to love what I do, get things done efficiently and most importantly, to have fun while doing it. His guidance has shaped the way I approach challenges and opportunities in the industry every day.
SN: What is the best career advice you have received?
HP: The best career advice I've received is to stay curious and embrace every opportunity to learn, even if it takes you out of your comfort zone. Professionally, it's pushed me to tackle new challenges––like stepping into the automotive world with FLATED or competing in the Rebelle Rally––to grow my skills and perspective.
SN: Have you always wanted to work in the automotive industry? What keeps you here?
HP: No, I didn't always plan on working in the automotive industry. I've always loved having a truck and using it to sleep in and get out into the outdoors, but I never thought about what made those adventures possible. What keeps me here now is the people.
Fill out a #SheIsSEMA spotlight form to submit a self-nomination or nominate a colleague and highlight how you or she is contributing to the specialty-equipment industry. Selected candidates are automatically eligible to be considered for SBN's #SheIsSEMA Woman of the Year award, featured on SBN's social media, SEMA News and recognized on the sema.org/she-is-sema website.
