By Ashley Reyes

Lee Riser

The SEMA Businesswomen’s Network (SBN) named Lee Riser of Truck Hero as this week’s #SheIsSEMA Spotlight Member. As senior director of marketing, accessory brands at Truck Hero, Riser is a leader in aftermarket marketing and sales strategy, sales and marketing processes and online and social marketing.

Learn about her involvement and passion for the industry in her Q&A with SEMA and the SBN.

SEMA: What is the best advice you have ever received?

Lee Riser: Just be Lee, and I have taken that to heart all these years. It is always best to be authentically yourself and remember what makes you unique is one of your biggest strengths.

SEMA: What keeps you involved in this industry?

LR: The passion that people have for what they do and the great relationships I have formed. This industry has truly become my extended family.

SEMA: On a Saturday, where can you be found?

LR: At home with my kids lately or on the road for an awesome event.

SEMA: How do you prepare for an important meeting?

LR: Ready to be open minded. You never know what could come out of your next important meeting.

SEMA: If you could go to lunch with one industry leader, living or dead, who would it be?

LR: Jessi Combs. She really embodied SHE IS SEMA, and although I got time with her on the trail and at events, just one more lunch would be nice.

Fill out this form to be a part of the #SheIsSEMA family. You will have the opportunity to be featured on SBN’s social media, SEMA eNews and be recognized on the www.sema.org/sheissema website. While there, check out other inspirational women who are leading the industry and are paving the path for future success.

By Ashley Reyes

Lee Riser

The SEMA Businesswomen’s Network (SBN) named Lee Riser of Truck Hero as this week’s #SheIsSEMA Spotlight Member. As senior director of marketing, accessory brands at Truck Hero, Riser is a leader in aftermarket marketing and sales strategy, sales and marketing processes and online and social marketing.

Learn about her involvement and passion for the industry in her Q&A with SEMA and the SBN.

SEMA: What is the best advice you have ever received?

Lee Riser: Just be Lee, and I have taken that to heart all these years. It is always best to be authentically yourself and remember what makes you unique is one of your biggest strengths.

SEMA: What keeps you involved in this industry?

LR: The passion that people have for what they do and the great relationships I have formed. This industry has truly become my extended family.

SEMA: On a Saturday, where can you be found?

LR: At home with my kids lately or on the road for an awesome event.

SEMA: How do you prepare for an important meeting?

LR: Ready to be open minded. You never know what could come out of your next important meeting.

SEMA: If you could go to lunch with one industry leader, living or dead, who would it be?

LR: Jessi Combs. She really embodied SHE IS SEMA, and although I got time with her on the trail and at events, just one more lunch would be nice.

Fill out this form to be a part of the #SheIsSEMA family. You will have the opportunity to be featured on SBN’s social media, SEMA eNews and be recognized on the www.sema.org/sheissema website. While there, check out other inspirational women who are leading the industry and are paving the path for future success.

By Ashley Reyes

Boneyard Builds has been named as this week’s SEMA Hot Rod Industry Alliance (HRIA) council spotlight member. In HRIA’s Q&A with company owner Chad Whitlock, Whitlock answers questions about the company’s current and upcoming vehicle projects, their 2019 SEMA Show build (’70 Chevrolet C-10) and shares advice for aspiring professionals in the automotive aftermarket.

SEMA: Tell us the story of your shop. How did you start?

Chad Whitlock: We started in 2016. It was our passion, our hobby. The first year, we started out doing quick flips and quickly learned we needed to do more to generate income. We started with two frame-off restorations and made a name for ourselves in the Birmingham area. SEMA was a huge help with incredible national exposure.  

SEMA: What was your breakthrough moment?

CW: SEMA and the contacts we made helped us tremendously.   

SEMA: Tell us about your feature build Chevy C-10.

Boneyard Builds shop interior.

CW: Brody Stone came into the shop and said he wanted his C-10 to have diesel power and be a track truck. We worked with him all through the process and the project grew under the “might as well” principle.   

SEMA: What’s in your shop this year?

CW: A ’33 Roadster, ’70 Mustang (traditional), ’74 F100 (Coyote swap), ’67 Nova rotisserie restoration, ’68 big block C-10 and a ’72 protouring cutlass. We are busy!

SEMA: What new and exciting projects do you foresee in the future?  

CW: A ’69 Mach. It will be done in 2021.

SEMA: What advice do you have for young folks contemplating a career in the automotive aftermarket?  

CW: Know your worth and don’t discount it. Throw a broad net and spend the money to go to the big shows. Never sell yourself short. Use quality parts because inferior parts will always reflect you and your work, and always do the right thing. If the customer isn’t willing to pay for it, you need different customers.

By Ashley Reyes

Boneyard Builds has been named as this week’s SEMA Hot Rod Industry Alliance (HRIA) council spotlight member. In HRIA’s Q&A with company owner Chad Whitlock, Whitlock answers questions about the company’s current and upcoming vehicle projects, their 2019 SEMA Show build (’70 Chevrolet C-10) and shares advice for aspiring professionals in the automotive aftermarket.

SEMA: Tell us the story of your shop. How did you start?

Chad Whitlock: We started in 2016. It was our passion, our hobby. The first year, we started out doing quick flips and quickly learned we needed to do more to generate income. We started with two frame-off restorations and made a name for ourselves in the Birmingham area. SEMA was a huge help with incredible national exposure.  

SEMA: What was your breakthrough moment?

CW: SEMA and the contacts we made helped us tremendously.   

SEMA: Tell us about your feature build Chevy C-10.

Boneyard Builds shop interior.

CW: Brody Stone came into the shop and said he wanted his C-10 to have diesel power and be a track truck. We worked with him all through the process and the project grew under the “might as well” principle.   

SEMA: What’s in your shop this year?

CW: A ’33 Roadster, ’70 Mustang (traditional), ’74 F100 (Coyote swap), ’67 Nova rotisserie restoration, ’68 big block C-10 and a ’72 protouring cutlass. We are busy!

SEMA: What new and exciting projects do you foresee in the future?  

CW: A ’69 Mach. It will be done in 2021.

SEMA: What advice do you have for young folks contemplating a career in the automotive aftermarket?  

CW: Know your worth and don’t discount it. Throw a broad net and spend the money to go to the big shows. Never sell yourself short. Use quality parts because inferior parts will always reflect you and your work, and always do the right thing. If the customer isn’t willing to pay for it, you need different customers.

The “Industry Talks: Back to Business Webinar Series” helps business move forward.

The “Industry Talks: Back to Business Webinar Series” helps business move forward.

By Ashley Reyes

Jonathan Mill

It’s been seven years since Jonathan Mill won the first-ever SEMA Launch Pad, and a lot has changed since then. Mill, who is currently executive producer of Alloy Studios, has worked with some of the biggest names in the automotive space, and continues to push the boundaries of innovation, both in media and business practices. He contributes to many of the commercials seen within our industry, is an avid volunteer for the association and was awarded the SEMA Gen-III Innovator of the Year award in 2016.

Get to know Mill and tap into his knowledge and expertise during the ETTN Live Chat, September 1, at 12:00 p.m. (PDT). Mill will share his experience with launching new products as he walks attendees through aligning their product for market entry with a strong marketing strategy and channel partnerships. 

Get your questions ready to tap into Mill’s expertise by tuning into the ETTN Facebook page, September 1 at 12:00 p.m. (PDT).

By Ashley Reyes

Jonathan Mill

It’s been seven years since Jonathan Mill won the first-ever SEMA Launch Pad, and a lot has changed since then. Mill, who is currently executive producer of Alloy Studios, has worked with some of the biggest names in the automotive space, and continues to push the boundaries of innovation, both in media and business practices. He contributes to many of the commercials seen within our industry, is an avid volunteer for the association and was awarded the SEMA Gen-III Innovator of the Year award in 2016.

Get to know Mill and tap into his knowledge and expertise during the ETTN Live Chat, September 1, at 12:00 p.m. (PDT). Mill will share his experience with launching new products as he walks attendees through aligning their product for market entry with a strong marketing strategy and channel partnerships. 

Get your questions ready to tap into Mill’s expertise by tuning into the ETTN Facebook page, September 1 at 12:00 p.m. (PDT).

By Ashley Reyes

Rose Kawasaki

As an active SEMA member volunteer and vice president of Exports International, Rose Kawasaki is a name in which many in the industry are familiar. However, few may realize the powerhouse and the journey that led her to a 30-plus-year thriving career in the automotive specialty-equipment industry. Join the SEMA Businesswomen’s Network (SBN) in a Facebook Live Chat featuring Kawasaki, September 2, at 12:00 p.m. (PDT).  

A former SBN chair, Kawasaki has advocated for the industry and volunteered endless hours to help promote programs that benefit and mentor young women entering the industry. Her dedication to the success and growth of SBN—including her leadership as Vehicle Build Task Force Chair in the groundbreaking “SEMA Mustang Build Powered by Women” in 2012—earned her recognition as SBN’s Athena Woman of the Year in 2015.

During this live chat, Kawasaki will share personal stories and discuss ways SBN members can activate their membership benefits and get involved, even through this time of social distancing.  

Get your questions ready and tune into the SBN Facebook Page on September 2.

By Ashley Reyes

Rose Kawasaki

As an active SEMA member volunteer and vice president of Exports International, Rose Kawasaki is a name in which many in the industry are familiar. However, few may realize the powerhouse and the journey that led her to a 30-plus-year thriving career in the automotive specialty-equipment industry. Join the SEMA Businesswomen’s Network (SBN) in a Facebook Live Chat featuring Kawasaki, September 2, at 12:00 p.m. (PDT).  

A former SBN chair, Kawasaki has advocated for the industry and volunteered endless hours to help promote programs that benefit and mentor young women entering the industry. Her dedication to the success and growth of SBN—including her leadership as Vehicle Build Task Force Chair in the groundbreaking “SEMA Mustang Build Powered by Women” in 2012—earned her recognition as SBN’s Athena Woman of the Year in 2015.

During this live chat, Kawasaki will share personal stories and discuss ways SBN members can activate their membership benefits and get involved, even through this time of social distancing.  

Get your questions ready and tune into the SBN Facebook Page on September 2.