By Jason Mulroney

It's not often that a mechanic is considered a household name. But having built a subscription army of more than 10 million and counting, this man has established himself as the go-to, one-site-fixes-all resource for anyone looking to tackle automotive repair. The recent recipient of SEMA's Content Creator of the Year award, ChrisFix is passionate about automobiles, fishing and, perhaps above all, people.

We recently sat down with ChrisFix to learn more.

SEMA Magazine: When and how did your passion for cars begin?

ChrisFix: It actually began with boats. I love fishing. When I was a little kid, my parents decided to get a small boat so we could go fishing, go to the beach and cruise around. To afford the boat, my dad and I would work on it. That was back in second grade. We'd change this and that, and he would show me how to change the spark plugs. He'd show me how to change the water pump. He'd explain how to do it as he watched me. I remember he'd reach down and help me lift the wrench to break the bolt loose. And then I'd do it the rest of the way, or he'd do one spark plug and then watch me do the rest.

I learned all the basics of engines working on that boat. Oil changes, coolant, all that stuff. How it worked, and why this different system worked. And then my boating neighbors would be like, "You mean Chris was able to get in that tight spot? Can he come and do my boat?" And they'd pay me in tools, or they'd pay me like $100. That's how I got my start. I was like, "This is cool."

Although the boat got things started, my dad and mom were car people. My mom had an MGB, and my dad had Mustangs, Cadillacs and cars like that. My family, in general, is full of car enthusiasts. My uncle has a bunch of collector cars, and every Thanksgiving we would go over and check out a new one. So, it was always kind of just in my blood.

SM: How did the "ChrisFix" channel come to be?

CF: It originally started with just me finding a place to post videos that I could share with my friends and family. At the time, I didn't know YouTube was a thing you could share with the public. I could upload to the internet and then send the link in an email. I'd make videos of my adventures fishing, going out into nature, whatever I was doing--just fun videos.

Then I got to driving age and realized I needed to learn to fix a car because I couldn't afford a mechanic. We had an old '92 Cadillac DeVille in the driveway with a bad water pump. My dad said, "If you can fix it, you can drive it to school." I was like, heck yeah, and took it to a mechanic who wanted $500. That wasn't an option on my Pizza Hut salary.

I could fix it myself, and my dad was encouraging me. I thought, "Worst-case scenario, the car doesn't run or we end up taking it to a mechanic anyway--go for it." So, I watched a ton of YouTube videos, talked to friends, read books and took in as much information as I could.

The water pump, I'd done on boats. It's just an impeller; it's pretty simple. I watched something like eight to 12 hours of YouTube videos on different water pumps. I realized that some people are good at explaining stuff, but their videography skills were not there; their videos were dark, out of focus, or whatever it might be. Others' camera skills were awesome--in focus and lit well, but they blasted music or they did not explain things well. But after learning all this stuff, I replaced the water pump, the car worked and it felt great.

We drove it to Thanksgiving dinner, and I remember my parents bragging about it--how I fixed the car, and it just felt really good. I was able to accomplish this on my own limited knowledge and dad's tools. I thought it would be cool to make videos to show people how to do that--but good-quality, one-stop videos. You watch my video on replacing the water pump and you know how to do it. You don't have to search a

million different videos. So I started making videos as things broke or as I worked on things, and it just grew from there.

SM: What does being recognized as SEMA Content Creator of the Year mean to you?

CF: This was a really, really cool thing. I felt like all the hard work and videos that I've made helped almost 2 billion people--that's billion with a 'B'! It's like I'm being accredited for it. I got this award for it. It's cool to be recognized by SEMA because SEMA is just such an amazing organization. I can't even put into words how awesome it is. I've gotten [YouTube creator] play buttons for the 100,000 [subscriber level], for the million, for the 10 million, and those are awesome. And this is right up there with those play buttons.

SM: What are your thoughts on content-creation marketing in the aftermarket space?

CF: I do a lot of that, and I like to do it organically. I don't like to shove products into people's faces. I just have a job that I need to do. If I want to do a video on changing drum brakes to disc brakes, and there's a company that makes the adapter; it's included in the video. It's very organic and it's very necessary. And the viewers trust the products I use. So it's a very easy integration that works well for myself, the viewers and the brand.

SM: How should brands approach it and leverage it?

CF: They should approach it with a budget in mind. If they've never done it before, talk to the content creator and ask what the process is. Everybody has a different process; my process is different from somebody else's. Explain the budget and see what can be done with it. It helps to explain how you want the product to be shown or if you want to use Facebook, Instagram, YouTube, TikTok, etc.

Trusting in the content creator is the most important thing. If you're trying to force the content creator to do certain things, then just hire somebody to create an ad. Just let the content creator do their thing. I know how to make it good for my audience and good for the brand because the idea is it's not an ad, it's an integration. It's a use of your product that viewers are going to see, as well as the quality and all that stuff.

SM: Any specific thoughts on best engagement, particularly towards a younger audience? 

CF: Today, you have to be quick and snappy. You can't tell long-winded stories. You need to get to the point, be interesting and constantly keep the viewer interested. And that could be with cool things happening or information that they need. Once you get away from those two things, viewers tend to drop off.

SM: What advice would you give a younger version of yourself trying to establish a presence or a content business?

CF: I'd tell myself to do it again. Be true to yourself. Make content that you're proud of. That's how it all started, right? I was proud to share it with my friends and family because I knew how much work went into it. I knew it was helpful. Do the right thing; keep it honest. Show the actual process and make content that you're happy about and proud of. That's the biggest thing I say when kids come up to me and ask, "Hey, how can I get started making YouTube videos?"

I'd say the content piece is one thing, but the skills that you learn and acquire leading up to that are another. So, learn as much as you can. I was in the New Jersey State Police. I was a chef. I was a marine biologist. I worked for the Department of Homeland Security. I did all these different things and acquired different skills from each of them. Creating a recipe as a chef? Each video is a recipe. In the state police, it was a very stressful job--not a lot of sleep, and you had to be able to focus. It's the same thing with content creation. Sometimes, you have to get a project done, a video and you're editing. There's not a lot of sleep, and it can be stressful. You're not worried about somebody shooting you, but you have millions of viewers asking when the next video is. What's going on? Why is it taking so long? They don't know, they're just excited.

That's stressful in a different way. The state police taught me how to deal with that. And in marine biology and Homeland Security, you take these complex topics that the public isn't aware of and simplify them so the public can understand. It's the same with videos--taking a seemingly complex job on a car that somebody doesn't know about and making it understandable and digestible for them. So, I took all these aspects that I've learned in life and applied them to this one thing, and I feel that's what has made it successful.

SM: Your favorite platform is presumably YouTube. What are your thoughts on others?

CF: YouTube is the best platform. It's also the one I'm most nervous to post to. My content there has to be the cream of the crop. Unlike Instagram--not that I don't care, but I don't mind posting stuff on there that has nothing to do with cars. I show fishing and random house stuff, and you don't have to make this perfectly crisp video on that. You could just show your behind-the scenes. That's how I use it. It's more to keep the audience engaged while you make that next YouTube video.

SM: How do you work with brands in the automotive aftermarket? 

CF: Sometimes brands reach out, and other times, if there's a product that I need, I go and buy it. If a brand approaches me, I assess whether the product or video fits my channel and audience well. If it does, I'll create a plan for it that we can agree on. Then I send over a contract with my deliverables, their deliverables and the estimated timeline.

I'm always late. It's unfortunate on my end, but I will not produce or publish content I am not 1,000% happy with. I will go back outside and reshoot shots that I'm not happy with. I've done it on pretty much every video. I'll go back out, disassemble what I put together, get to the point that I need to get to, and then reshoot it. I give the brand updates along the way, such as, "You're next in line," or "There are two more videos ahead of you."

I let brands change two things--safety and facts. If I'm not factual or my method isn't safe, they're allowed to change that. It's in my contract. I don't want them forcing me to say stuff that I don't want to say or make it an ad.

SM: What, if any, areas of the industry do you see trending or blowing up again?

CF: I think a lot of people are really into the...

To read the complete article for free, sign up for a digital subscription to SEMA Magazine on Zinio here.

Once you download the Zinio mobile app or are logged into Zinio on a desktop browser, you will gain immediate access to more than a year's worth of content, including "Fix It" and more automotive culture-related coverage in the May/June 2025 issue here.

By SEMA News Editors

Applications are now open for the 2025 SEMA Battle of the Builders Presented by Mother's Polish at www.semabotb.com. Now in its 12th year, SEMA Battle of the Builders is the industry's leading custom car building competition, providing SEMA Show builders with an opportunity to showcase their talents in front of a global audience at the 2025 SEMA Show, November 4-7, Las Vegas.

"It's inspiring to see SEMA Show builders continue to push the boundaries of automotive customization," said RJ de Vera, SEMA vice president of marketing. "We look forward to helping them grow and progress as we celebrate standout builds that highlight the ingenuity of our industry." 

The 2025 SEMA Battle of the Builders Presented by Mother's Polish will recognize class champions in four categories--Hot Rod & Hot-Rod Truck; 4 Wheel Drive and Off-Road; Sport Compact, Import Performance, Luxury and Exotic; and Young Guns--and one of these four class winners will be crowned the overall Battle of the Builders champion. Industry experts serve as judges and review all qualifying applications, including vehicle descriptions and photos, before walking the SEMA Show floor to review the builds in-person and selecting the Top 10 finalists in each category. The finalists are then narrowed down to the Top 3 in each category, and these 12 finalists become the judges and select the winner of each category and the overall champion.

"Some of the people we look up to the most in the industry have won this award, so to appear alongside those people is really incredible," said Noah Alexander, winner of the 2024 SEMA Battle of the Builders competition with his '68 Dodge Charger. "The best for us was the incredible people we met. It was just amazing to talk to all of these other builders and hear what they do."

Supporting Young Builders  

To encourage young builders to pursue their passions, the SEMA Battle of the Builders Young Guns category is open to builders who are 29 years old and younger at the time of the SEMA Show. Young Guns entries may also be selected to compete in one or more virtual Golden Ticket competitions throughout the summer for the chance to win a prize package that includes transportation of the vehicle to the SEMA Show along with travel and hotel accommodations. Once at the SEMA Show, the Top 10 Young Guns finalists, as selected by the judges, compete in their own separate competition to determine their Top 3. This unique Young Guns competition format, launched for the first time in 2024, provides yet another career exposure opportunity for the next generation of custom car builders.  

"With the world's most skilled vehicle builders coming together to compete for the title of a lifetime, the SEMA Young Guns category offers a platform unlike any other for young builders to expand their notoriety in the industry," added de Vera. 

For more information on the 2025 SEMA Battle of the Builders competition or to register, visit www.semabotb.com. The deadline to register is October 17. 

SEMA Show Registration Now Open 

Registration is open now for the 2025 SEMA Show. Returning to Las Vegas, November 4-7, 2025, the Show brings together the most influential minds, innovative brands, and trend-setting builders, making it the ultimate destination for anyone serious about the business of the automotive aftermarket.

Registration is $50 for qualified attendees who register by June 27. To register to attend the 2025 SEMA Show, visit here. For more information, visit semashow.com.

From the SEMA Washington, D.C., office

Mark your calendars because the SEMA California Rally is back! On June 11, 2025, SEMA-member companies across the Golden State are invited to join us in Sacramento for a day of advocacy and innovation.

This isn't just another event--it's your chance to make a real difference for the automotive aftermarket industry. From supporting cutting-edge vehicle technologies to advocating for crucial manufacturing incentives, the SEMA California Rally is where our voices turn into action.

This year's Rally is open to all SEMA-member companies based in California, and registration is officially live. Click here to secure your spot and find all the details you need, including lodging information.

By attending the SEMA California Rally, you're not just joining an event--you're becoming a part of a movement dedicated to the growth and innovation of our industry.

Don't let this opportunity pass you by. Join us in Sacramento on Wednesday, June 11, and let's drive change together.

For more information, contact SEMA Senior Manager of State Government Affairs Victor Muñoz at victorm@sema.org.

Image courtesy of Shutterstock

From the SEMA Washington, D.C., office

Mark your calendars because the SEMA California Rally is back! On June 11, 2025, SEMA-member companies across the Golden State are invited to join us in Sacramento for a day of advocacy and innovation.

This isn't just another event--it's your chance to make a real difference for the automotive aftermarket industry. From supporting cutting-edge vehicle technologies to advocating for crucial manufacturing incentives, the SEMA California Rally is where our voices turn into action.

This year's Rally is open to all SEMA-member companies based in California, and registration is officially live. Click here to secure your spot and find all the details you need, including lodging information.

By attending the SEMA California Rally, you're not just joining an event--you're becoming a part of a movement dedicated to the growth and innovation of our industry.

Don't let this opportunity pass you by. Join us in Sacramento on Wednesday, June 11, and let's drive change together.

For more information, contact SEMA Senior Manager of State Government Affairs Victor Muñoz at victorm@sema.org.

Image courtesy of Shutterstock

By SEMA News Editors

The SEMA Leaders & Legends Gala returns in 2025 for another unforgettable evening celebrating the icons of the automotive aftermarket. Taking place Friday, July 25, at the Sheraton Universal in Los Angeles--steps from Universal Studios Hollywood--the event is a time-honored tradition for SEMA that offers a unique opportunity to connect with industry leadership and colleagues during an evening full of networking, cocktails, dinner and recognition. Register here or visit sema.org/gala to learn more.

Established in 1976, the Gala remains the premier celebration of the people who have shaped the automotive aftermarket, and this year will be no different. SEMA will honor new Hall of Fame inductees while also recognizing both incoming and outgoing members of the SEMA Board of Directors. Attendees will also have the chance to pay tribute to the broader community of volunteers and leaders who help drive the industry forward. Whether you're a longtime attendee or joining for the first time, the Gala is a powerful way to engage with the history and future of our industry.

Seating is limited, so the best way to ensure your entire group is part of the experience is by reserving a full table--available through the purchase of 10 tickets.

Registration is open online here, so secure your place now. Don't miss this special evening of recognition, connection and celebration. We look forward to seeing you in Los Angeles this July!

Cocktail or semi-formal attire is required. Attendees must be at least 16 years old to participate in the event. For questions or more information, visit sema.org/gala or contact Courtney Wright at CourtneyW@sema.org.

By SEMA News Editors

GM to Invest $888 Million in V8 Engine Production Plant

General Motors announced plans to invest $888 million in its Tonawanda Propulsion plant in Buffalo, New York, to support the production of the sixth generation of GM's V8 engines, used in fullsize trucks and SUVs.

This new generation of engines is expected to deliver stronger performance than today's engines while benefiting fuel economy and reducing emissions, according to GM representatives. New combustion and thermal management innovations are key factors driving these improvements.

The Tonawanda investment follows a 2023 half-billion-dollar investment in its Flint engine plant for the sixth generation of GM V8 engines. The latest investment includes new machinery, equipment and tools, as well as facility renovations.

Tonawanda Propulsion will continue to produce the fifth generation of GM's V8 engine while the plant prepares for sixth-generation production begins in 2027.

For more information, visit gm.com.

AAM Group Names Outstanding Suppliers and Contributors

The AAM Group presented 11 supplier awards at its recent annual Membership Meeting in Chicago. Highlighted by the Partnership and Group Impact Awards, the categories also included Full Growth Throttle, Pavement Pioneer, Most Influential Marketing, Aftermarket Visionary, Excellence in Education, Driven by Data and the Rookie of the Year.

Supplier Partner Winners

• Lippert accepted the prestigious Partnership Award, which honors the supplier that demonstrated outstanding overall performance across all award categories.
   
• Two Group Impact Awards were handed out this year, one to Air Lift and one to K&N Engineering for their tremendous contributions to the success and growth of AAM headquarters, members and resellers in their respective programs.
   
• RealTruck/BAK accepted the Full Growth Throttle Award, which recognizes the supplier partner that generated the greatest opportunity for profit across distribution and retail. 
   
• The Pavement Pioneer Award was also accepted by Lippert for fielding the most robust outside sales presence, including actively maintaining strong relationships with jobbers and warehouses.
   
• The Most Influential Marketing Award has been given to Overland Vehicle Systems for exceptional marketing concepts and execution.
   
• Alongside their first award, Air Lift received recognition for the TOWTAL VIEW LANGUARD and received the Aftermarket Visionary Award. 
   
• ICON Vehicle Dynamics has earned The AAM Group's Excellence in Education award, honoring their exceptional commitment to sales and product training that empowers jobbers and drives category growth.
   
• Presented with the Driven by Data Award, RealTruck and Ranch Hand earned special recognition for the quality and completeness of their product data.
   
• Gen-Y Hitch was awarded Rookie of the Year in recognition for their outstanding performance, engagement and impact as a new supplier partner.

Ambassador Award Winners

AAM also named seven recipients of the Ambassador Award, given to key individuals who exemplified their commitment to our shared mission of growing the aftermarket as a unified league.

• Albert Torres (RIGID Industries)
• Luke Stump (Gen-Y Hitch)
• Andrew Schroeder (RealTruck)
• Randy Williamson (Competition Specialties, Inc.)
• Alex Stein (Midwest Wheel)
• Royal Coburn (A1 Distributing)
• Ryan Carmona (Sunrise National Distributors) 

For more information, visit theaamgroup.com.

By Ashley Reyes

On Thursday, June 26 at 10:00 a.m. PDT, the SEMA Automotive Restoration Market Organization (ARMO) will host a virtual general membership meeting and panel discussion on elevating employee training.  

By establishing strategic training programs, businesses can improve employee outlook, reduce turnover and promote higher productivity. During this session, a panel of industry veterans will discuss elements of effective training programs, and how cross-training can offer numerous benefits, including increased efficiency, improved teamwork and greater flexibility in staffing.  

Speakers include Joanna Shere, president and CEO of Steele Rubber Products and Alex Tainsh, general manager at PUI Interiors. Jeff Farina, president of American Vintage Hot Rods, will moderate the discussion. 

Discussion topics include:  

• Processes for training new employees
• The importance of ongoing training  
• How training varies from role to role  
• How to manage different experience levels  
• The importance and impact of cross-training 

The webinar is open to all SEMA members. Register here.  

By Ashley Reyes

2023 SEMA Person of the Year Ian Lehn (left) presents the award to 2024 winner Colby McLaughlin (center) alongside Jarod DeAnda.

The nomination period for the 2025 SEMA Person of the Year award is open and runs until Friday, August 15 at sema.org/awards. 

Of the several honors and recognitions that SEMA bestows each year, the SEMA Person of the Year award is among the most prestigious as it honors a person who has made outstanding contributions to the specialty-equipment industry over a year-long period.  

To be considered, the honoree must exhibit professionalism, service, integrity and ethics that propel the industry forward. The candidate must also be employed by a SEMA member company and their contributions must have taken place during the SEMA fiscal year of July 1, 2024, through June 30, 2025.  

The 2025 SEMA Person of the Year will be announced during SEMA Show week on Thursday, November 6 at the newly reimagined industry homecoming--SEMA Industry Honors (previously the SEMA Industry Awards Banquet)--staged at the iconic Fontainebleau in Las Vegas. This red-carpet-style gathering brings together the industry's biggest names to spotlight standout achievements in the automotive aftermarket industry.  

Learn more about the SEMA Person on the Year award and other SEMA industry awards currently accepting nominations at sema.org/awards.

By SEMA News Editors

Resources for the 2025 SEMA Show exhibitors are now available online at semashow.com/exhibitor. This year's SEMA Show, November 4-7, 2025, in Las Vegas, is once again set to be the epicenter of the automotive aftermarket.

Of course, exhibiting at the SEMA Show puts brands in front of thousands of qualified domestic and international buyers and the most influential members of the media from every segment of the specialty-equipment industry. (Still need a booth? Secure one here).

But there are other ways to help maximize your ROI, including numerous marketing, advertising and sponsorship opportunities designed to supplement your brand's booth space and expand your presence on the SEMA Show floor.

Below is a preview of the successful marketing, advertising and sponsorship opportunities available to exhibitors at the SEMA Show:

• Advertising Opportunities and On-Site Sponsorships. Draw attention to your booth to meet customers, generate leads and showcase your products with a full slate of opportunities for brand exposure, including hanging banners, meter boards, aisle signs, carpet ads and more.
   
• Press Conferences. Add your vehicle reveal, new product debut or other announcements on the official SEMA Show Press Conference Schedule, which is published and shared with media.
   
• Products for Project-Vehicle Builders. This list is designed for builders looking to collaborate with confirmed SEMA Show exhibitors and helps aftermarket brands expand their reach and Show-floor footprint by having products featured on project vehicles on display at the SEMA Show.
   
• PR Opportunities. The SEMA Show attracts media from all over the world who are looking to report on the latest products, technology and trends. To help exhibitors reach the media, SEMA offers an online media center to share press releases, an official press conference schedule, opportunities to connect with SEMA Show social media and much more.
   
• Celebrity Appearances. Help connect with buyers, influencers and dealers by promoting the celebrities and VIPs set to appear at your SEMA Show booth. Submit any planned visits to the official SEMA Show schedule of celebrity appearances.
   
• Directory Upgrades. The SEMA Show Directory is one of the strongest tools buyers use to learn about exhibiting companies and their products. Mailed out ahead of the Show as part of the November issue of SEMA magazine, exhibitors can take advantage of this heavily distributed Show publication by upgrading their listing to stand out from the crowd.

The entire Exhibitor Service Manual is the official exhibitor's handbook for success, in addition to the relationships they form with their SEMA sales representative, the SEMA media team and the SEMA Show department. To maximize ROI, exhibitors can utilize the Exhibitor Service Manual on semashow.com/exhibitor. 

Attendee registration is now open for the 2025 SEMA Show here. Questions? Call 909-396-0289 or email sales@sema.org.

From the SEMA Washington, D.C., office

In a sizable step forward for car enthusiasts, burgeoning collectors and SEMA members as a whole, "Leno's Law" (SB 712) in California has cleared the Senate Appropriations Committee and is now heading to the floor for a full vote.

Sponsored by Senator Shannon Grove and backed by renowned car enthusiast Jay Leno, SB 712 aims to exempt collector cars that are 35 years or older from the state's stringent smog check requirements. This bill is a significant step towards preserving California's rich automotive heritage and supporting the specialty automotive aftermarket industry and promises to reduce regulatory barriers to keep classic cars on the road.

Voice your support for "Jay Leno's Law" and help protect jobs, heritage and small businesses.

Tell legislators to pass the bill now (it only takes a minute)!

Carrying bipartisan support with it to the Senate floor is crucial for SB 712 ahead of a full vote. "This legislation is a win for car collectors and the automotive industry," said SEMA President and CEO Mike Spagnola. "It recognizes the importance of preserving our automotive heritage while supporting the specialty-equipment market." 

For more information on how to support Leno's Law and to stay updated on its progress, contact Victor Muñoz at victorm@sema.org.