By Ashley Reyes

George Lathouris

George Lathouris of Warn Industries is this week’s SEMA Truck and Off-Road Alliance (TORA) volunteer spotlight member. Lathouris is the vice president of global sales at Warn Industries—a manufacturer of vehicle-recovery equipment and off-road vehicle accessories.

As a volunteer, Lathouris served two terms as chairman of the SEMA Light Truck Accessory Alliance (LTAA), now known as TORA, and actively informed and educated members on how to be more engaged with SEMA and industry leaders. His volunteer leadership contributions and overall influence on the marketplace resulted in him being honored and recognized as SEMA Person of the Year in 2013.

Read more about Lathouris in his Q&A with the SEMA Truck and Off-Road Alliance:

SEMA: What inspired you to pursue a career in the truck and off-road industry?

George Lathouris: I took advantage of an opportunity where I was able to unite my strong love of cars and trucks, and I went to work for a company, American Speed Equipment, that gave me the opportunity to feed my family and grow as a business professional.

SEMA: Why did you decide to volunteer for TORA? How has it or will it impact you?

GL: I have been involved with TORA (previously the LTAA) since the early 2000s, and it only makes sense for me to continue to support the truck side of the automotive aftermarket. I started out volunteering with the council, and over time and active participation, I was thrilled to serve as its chairperson. The impact has been far-reaching, as my knowledge base increased and my ability to reach people beyond my normal means was greatly improved.

SEMA: What advice do you have for someone pursuing a career in the automotive aftermarket?

GL: Do as many different things as possible and do not be afraid to take that challenge! Respect the past and keep your ears open, but continue to challenge the paradigm—today's world demands it!

SEMA: What is your dream truck or off-road vehicle? Where would you take that vehicle on any weekend?

GL: I'll be building that in a few years after this 40-plus-year ride is over for me, but in the interim, I picked up this Honda to have a little fun out in the California desert!

By Ashley Reyes

George Lathouris

George Lathouris of Warn Industries is this week’s SEMA Truck and Off-Road Alliance (TORA) volunteer spotlight member. Lathouris is the vice president of global sales at Warn Industries—a manufacturer of vehicle-recovery equipment and off-road vehicle accessories.

As a volunteer, Lathouris served two terms as chairman of the SEMA Light Truck Accessory Alliance (LTAA), now known as TORA, and actively informed and educated members on how to be more engaged with SEMA and industry leaders. His volunteer leadership contributions and overall influence on the marketplace resulted in him being honored and recognized as SEMA Person of the Year in 2013.

Read more about Lathouris in his Q&A with the SEMA Truck and Off-Road Alliance:

SEMA: What inspired you to pursue a career in the truck and off-road industry?

George Lathouris: I took advantage of an opportunity where I was able to unite my strong love of cars and trucks, and I went to work for a company, American Speed Equipment, that gave me the opportunity to feed my family and grow as a business professional.

SEMA: Why did you decide to volunteer for TORA? How has it or will it impact you?

GL: I have been involved with TORA (previously the LTAA) since the early 2000s, and it only makes sense for me to continue to support the truck side of the automotive aftermarket. I started out volunteering with the council, and over time and active participation, I was thrilled to serve as its chairperson. The impact has been far-reaching, as my knowledge base increased and my ability to reach people beyond my normal means was greatly improved.

SEMA: What advice do you have for someone pursuing a career in the automotive aftermarket?

GL: Do as many different things as possible and do not be afraid to take that challenge! Respect the past and keep your ears open, but continue to challenge the paradigm—today's world demands it!

SEMA: What is your dream truck or off-road vehicle? Where would you take that vehicle on any weekend?

GL: I'll be building that in a few years after this 40-plus-year ride is over for me, but in the interim, I picked up this Honda to have a little fun out in the California desert!

By Ashley Reyes

Ken Johnson of MuscleKingz shares best practices for enhancing social media and brand presence during the most recently released video from the 2019 SEMA Show STAGE. In addition to his marketing career with Lucas Oil, Johnson is credited with amassing more than 1 million followers on various social media pages.

In this interview, Johnson offers advice for producing content that will engage an audience, shares insight on how to monetize social media channels and discusses the importance of utilizing your brand to tell a story.

“You have to provide good content. You can’t put out content that’s 50% off,” said Johnson. “You have to put stuff on there that people will appreciate and you have to spend the money on great media. Hire the great media guys to take good photos and shoot great videos so you can place on your guy’s page.”

Check out Johnson’s full video and stay tuned to SEMA eNews for additional featured interviews powered by SEMA Education in partnership with the SEMA Wheel and Tire Council (WTC). For the latest news and updates on the STAGE, follow SEMA Education on Facebook and Instagram.

By Ashley Reyes

Ken Johnson of MuscleKingz shares best practices for enhancing social media and brand presence during the most recently released video from the 2019 SEMA Show STAGE. In addition to his marketing career with Lucas Oil, Johnson is credited with amassing more than 1 million followers on various social media pages.

In this interview, Johnson offers advice for producing content that will engage an audience, shares insight on how to monetize social media channels and discusses the importance of utilizing your brand to tell a story.

“You have to provide good content. You can’t put out content that’s 50% off,” said Johnson. “You have to put stuff on there that people will appreciate and you have to spend the money on great media. Hire the great media guys to take good photos and shoot great videos so you can place on your guy’s page.”

Check out Johnson’s full video and stay tuned to SEMA eNews for additional featured interviews powered by SEMA Education in partnership with the SEMA Wheel and Tire Council (WTC). For the latest news and updates on the STAGE, follow SEMA Education on Facebook and Instagram.

By Ashley Reyes

Ken Johnson of MuscleKingz shares best practices for enhancing social media and brand presence during the most recently released video from the 2019 SEMA Show STAGE. In addition to his marketing career with Lucas Oil, Johnson is credited with amassing more than 1 million followers on various social media pages.

In this interview, Johnson offers advice for producing content that will engage an audience, shares insight on how to monetize social media channels and discusses the importance of utilizing your brand to tell a story.

“You have to provide good content. You can’t put out content that’s 50% off,” said Johnson. “You have to put stuff on there that people will appreciate and you have to spend the money on great media. Hire the great media guys to take good photos and shoot great videos so you can place on your guy’s page.”

Check out Johnson’s full video and stay tuned to SEMA eNews for additional featured interviews powered by SEMA Education in partnership with the SEMA Wheel and Tire Council (WTC). For the latest news and updates on the STAGE, follow SEMA Education on Facebook and Instagram.

By Ashley Reyes

Ken Johnson of MuscleKingz shares best practices for enhancing social media and brand presence during the most recently released video from the 2019 SEMA Show STAGE. In addition to his marketing career with Lucas Oil, Johnson is credited with amassing more than 1 million followers on various social media pages.

In this interview, Johnson offers advice for producing content that will engage an audience, shares insight on how to monetize social media channels and discusses the importance of utilizing your brand to tell a story.

“You have to provide good content. You can’t put out content that’s 50% off,” said Johnson. “You have to put stuff on there that people will appreciate and you have to spend the money on great media. Hire the great media guys to take good photos and shoot great videos so you can place on your guy’s page.”

Check out Johnson’s full video and stay tuned to SEMA eNews for additional featured interviews powered by SEMA Education in partnership with the SEMA Wheel and Tire Council (WTC). For the latest news and updates on the STAGE, follow SEMA Education on Facebook and Instagram.

By Ashley Reyes

Ken Johnson of MuscleKingz shares best practices for enhancing social media and brand presence during the most recently released video from the 2019 SEMA Show STAGE. In addition to his marketing career with Lucas Oil, Johnson is credited with amassing more than 1 million followers on various social media pages.

In this interview, Johnson offers advice for producing content that will engage an audience, shares insight on how to monetize social media channels and discusses the importance of utilizing your brand to tell a story.

“You have to provide good content. You can’t put out content that’s 50% off,” said Johnson. “You have to put stuff on there that people will appreciate and you have to spend the money on great media. Hire the great media guys to take good photos and shoot great videos so you can place on your guy’s page.”

Check out Johnson’s full video and stay tuned to SEMA eNews for additional featured interviews powered by SEMA Education in partnership with the SEMA Wheel and Tire Council (WTC). For the latest news and updates on the STAGE, follow SEMA Education on Facebook and Instagram.

By SEMA Editors

With 1,800 exhibiting companies participating in the 2020 SEMA Show (November 3-6), the annual event will include several precautions and preventive safety measures. Show organizers are also working with hotel partners, the Las Vegas Convention Center, and with state and city officials in Las Vegas, to ensure high safety standards and government compliance for the November event.

2020 SEMA Show Safety Precautions

• Require use of face masks or face shields, frequent hand washing and social distancing.
• Designate entrance and exit areas to control and screen visitors with discrete daily health queries, incorporating non-invasive thermal cameras, etc.
• Traffic flow with one-way aisles where possible.
• Hand sanitizing stations throughout the Show, every 200 feet.
• Enhance physical cleaning with hourly sanitizing of high-traffic areas throughout the Show floor and common areas, including doorways, elevators and escalators.
• Collaborate with Las Vegas Convention Center in their advancements to be among the first in the nation to pursue certification for safety measures aimed at outbreak prevention through actions, such as sanitizing the facility nightly.

Complete information is available at www.semashow.com/important-show-information.

By SEMA Editors

With 1,800 exhibiting companies participating in the 2020 SEMA Show (November 3-6), the annual event will include several precautions and preventive safety measures. Show organizers are also working with hotel partners, the Las Vegas Convention Center, and with state and city officials in Las Vegas, to ensure high safety standards and government compliance for the November event.

2020 SEMA Show Safety Precautions

• Require use of face masks or face shields, frequent hand washing and social distancing.
• Designate entrance and exit areas to control and screen visitors with discrete daily health queries, incorporating non-invasive thermal cameras, etc.
• Traffic flow with one-way aisles where possible.
• Hand sanitizing stations throughout the Show, every 200 feet.
• Enhance physical cleaning with hourly sanitizing of high-traffic areas throughout the Show floor and common areas, including doorways, elevators and escalators.
• Collaborate with Las Vegas Convention Center in their advancements to be among the first in the nation to pursue certification for safety measures aimed at outbreak prevention through actions, such as sanitizing the facility nightly.

Complete information is available at www.semashow.com/important-show-information.

By Ashley Reyes

Scott Musser

The SEMA Wheel and Tire Council (WTC) has launched its volunteer spotlight program to recognize industry leaders in the wheel and tire segment who are dedicated to educating and preserving the future of the automotive aftermarket.   

Scott Musser of Ultra Wheel Company has been named the first-ever spotlight member. From 2016–2019, Musser contributed his time as a WTC Select Committee volunteer and helped guide the direction of the council’s key initiatives, while giving a unique voice to the industry.

Learn what Musser has to say about volunteering with SEMA is his Q&A with the WTC:

SEMA: What led you to obtaining a career in the wheel and tire industry?

Scott Musser: At the age of 20, I found myself out of a job. A friend at Progressive Wheel Company offered me an entry-level job in his wheel warehouse. I took it thinking this would do until I found something better; 33 years later and I'm still selling wheels.

SEMA: How has being a WTC volunteer or member impacted your professional career?

SM: A great deal. I have worked for, with and alongside many of the WTC members, including some of the founders. The knowledge they have passed on to me is priceless. They have mentored me and made me want to teach others.

SEMA: What advice do you have for someone pursuing a career in the wheel and tire segment?

SM: Listen and never stop learning. Vehicles today keep getting smarter, and as they get smart, modifying them gets more and more technical.

SEMA: Where can we find you on a Saturday?

SM: Either in my shop working on a vehicle, at a race or woodworking.