By SEMA News Editors

If your SEMA Show game plan usually includes trucks, off-road builds and performance parts, expect a whole new category to command your attention this year.

For 2026, the SEMA Show is doubling down on one of the fastest-growing segments in the aftermarket with a brand-new, dedicated Powersports/Side-by-Side (SxS)/Lifestyle section joining the Trucks and Off-Road sections in West Hall.

Why it matters: The line between automotive and powersports is essentially gone. Enthusiasts no longer just build trucks or cars––they ride, tow, camp and modify across multiple platforms.

SEMA's new Powersports/SxS/Lifestyle section reflects that shift, with a centralized hub for side-by-sides and UTVs, motorcycles and dirt bikes, trailers and tow rigs, performance parts and adventure lifestyle gear and accessories. 

Built for Action in the West Hall

The new Powersports section will be anchored in the West Hall of the Las Vegas Convention Center, one of the Show's most dynamic areas.

Organizers say the location is about more than foot traffic––it's about function. With direct access to outdoor space, the section is designed for live demonstrations and activations, giving attendees a chance to see products in motion––beyond a typical display.

Bigger Opportunities for Attendees

For buyers, builders and shop owners, this isn’t just another section––it's a more efficient way to do business.

Instead of tracking down complementary products across multiple halls, you'll be able to source new vendors faster, compare products side-by-side, spot emerging trends across automotive and powersports and also discover crossover opportunities for your business.

And it's something you'll want to experience in person––attendee registration opens May 4.

A Major Play for Powersports Brands

For relevant Powersports/SxS/Lifestyle brands, this is where your company needs to be.

"We're proud to represent KYT Helmets at SEMA 2026," said TJ Jira, CEO of KYT Americas. "We believe it's an opportunity to elevate powersports and bring more visibility to our brand in the market."

The new section puts brands directly in front of the people who drive the market–builders, dealers, retailers and content creators who influence buying decisions across both the automotive aftermarket and powersports.

"Denago Powersports is thrilled to be part of the 2026 edition of SEMA with the added focus on the powersports industry, giving our young brand national attention from fellow gearheads like us," said Kevin Duke, national marketing manager of Denago Powersports.

Plan Ahead

The 2026 SEMA Show takes place November 3-6 in Las Vegas, and this new Powersports/SxS/Lifestyle section is shaping up to be one of the most talked-about additions to the floor.

• Attendee registration opens May 4
• Exhibitors can learn more and secure space at semashow.com/powersports

If you work with trucks, off-road, overlanding––or anything in the powersports space––this is where you'll want to spend time at SEMA this year.

Beyond the Show floor, SEMA offers tools to help members modernize their businesses, including data resources, technical services, and a unified voice to protect the industry's future. Through its acquisition of the Off-Road Business Association (ORBA), SEMA has strengthened its presence in Washington, D.C., and Sacramento, California, to fight for land-use protection and motorized recreation access--issues critical to the powersports industry's future.

By SEMA News Editors

SEMA Show organizers know travel costs can add up, which is why they've partnered with Las Vegas hotels across every price tier to offer the best nightly rates -- plus exclusive perks and a simple, affordable booking process. Book now through onPeak, the SEMA Show's official housing partner, to maximize savings on your SEMA Show accommodations.

Hotel reservations for the 2026 SEMA Show, November 3-6, Las Vegas, can be made online at semashow.com/hotel.

See the top five benefits of booking your 2026 SEMA Show hotel through our only official partner, onPeak, below:

Deep Value and Discounts 

SEMA negotiates the lowest available nightly rates--often below hotel rack rates. Skip the hours of searching online and book directly through onPeak--but don't wait! Visit semashow.com/hotel as early as possible to lock in the best available rates. 

Even better, organizers will price-match if you find a lower rate--so there's no downside to booking within the official SEMA Show hotel block.

Earn Hotel Rewards Points 

Hotel rewards points add up quickly, especially during trade show travel. Reservations made through official SEMA Show hotels are eligible for loyalty programs. Simply enter your rewards number when booking, and you're set.

For example, SEMA Showgoers who are already Marriott Bonvoy members (a free program) can earn points by following these steps:

• Book your SEMA Show hotel through onPeak, the official housing provider. Select a Marriott or MGM property.
• Enter your unique Marriott Bonvoy number in the "Hotel Rewards" section upon check-out. 
• IMPORTANT: Provide your Marriott Bonvoy number again at the front desk during check-in.

Fully Flexible Booking

Plans change. There are no change fees and no full prepayment required at the time of booking--unlike many other booking channels. You can modify or cancel your reservation without penalty through October 8.

Easy Group Bookings 

Book your entire group--large or small--in real time with immediate confirmations. Reserve rooms now and assign guests later.

You can select rooms based on preferred travel dates and manage payments for the full group or assign individual payment methods.

A Sustainable Hotel Stay 

The official SEMA Show hotel provider, onPeak, offers resources to support more sustainable travel. View hotel sustainability plans at onpeak.com/sustainability and explore additional travel tips at blog.onpeak.com.

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 opens in Spring 2026; to sign up for notifications, visit here. For more information, visit semashow.com. 

From the SEMA Washington, D.C., office

A new effort underway in the federal government to expand its workforce to include more Gen Zers, and SEMA is encouraging Gen Z to consider federal opportunities where they can be an ally to the car community.  
 

The program presents an exciting opportunity to ensure a greater understanding of automotive issues within various agencies and offices.  
 

Recent data shows that just 7% of the federal workforce is under the age of 30 compared to 22% in the private sector. A new Trump Administration effort to grow that number is presenting an attractive career path for young people, especially those who understand and value American car culture. 
 

The effort aims to rebuild what officials describe as a dangerously thin "early-career pipeline" in the federal workforce. This gap has raised concerns about long-term institutional knowledge, workforce sustainability and the government's ability to compete with the private sector. 
 

Make Government Cool Again

According to officials, the goal is to "make government cool again" and recognize that Gen Zers view federal employment differently than previous generations. To execute this vision, the U.S. Office of Personnel Management, which manages the federal civil service and coordinates recruiting of new employees, recently launched an "Early Career Talent Network," a centralized platform designed to connect students and recent graduates with federal job opportunities. EarlyCareers.gov offers a portal that connects students and young people to the larger federal workforce jobsite, USAJobs.gov  
 

The platform aggregates openings across key fields where the government is struggling to hire, including areas that could be appealing to gearheads and others with a passion for American car culture: 
 

• Technology  
• Finance  
• Human resources  
• Project management  
• Contracting 

The idea is simple: meet young workers where they are, streamline the hiring process and present public service as a viable career path. This approach also builds on earlier efforts like the administration's "Tech Force" initiative, which sought to bring early-career technologists into government roles focused on AI and digital modernization.  
 

If you have questions, contact Juan Mejia, SEMA senior manager for federal government affairs, at juanm@sema.org.  

From the SEMA Washington, D.C., office

A new effort underway in the federal government to expand its workforce to include more Gen Zers, and SEMA is encouraging Gen Z to consider federal opportunities where they can be an ally to the car community.  
 

The program presents an exciting opportunity to ensure a greater understanding of automotive issues within various agencies and offices.  
 

Recent data shows that just 7% of the federal workforce is under the age of 30 compared to 22% in the private sector. A new Trump Administration effort to grow that number is presenting an attractive career path for young people, especially those who understand and value American car culture. 
 

The effort aims to rebuild what officials describe as a dangerously thin "early-career pipeline" in the federal workforce. This gap has raised concerns about long-term institutional knowledge, workforce sustainability and the government's ability to compete with the private sector. 
 

Make Government Cool Again

According to officials, the goal is to "make government cool again" and recognize that Gen Zers view federal employment differently than previous generations. To execute this vision, the U.S. Office of Personnel Management, which manages the federal civil service and coordinates recruiting of new employees, recently launched an "Early Career Talent Network," a centralized platform designed to connect students and recent graduates with federal job opportunities. EarlyCareers.gov offers a portal that connects students and young people to the larger federal workforce jobsite, USAJobs.gov  
 

The platform aggregates openings across key fields where the government is struggling to hire, including areas that could be appealing to gearheads and others with a passion for American car culture: 
 

• Technology  
• Finance  
• Human resources  
• Project management  
• Contracting 

The idea is simple: meet young workers where they are, streamline the hiring process and present public service as a viable career path. This approach also builds on earlier efforts like the administration's "Tech Force" initiative, which sought to bring early-career technologists into government roles focused on AI and digital modernization.  
 

If you have questions, contact Juan Mejia, SEMA senior manager for federal government affairs, at juanm@sema.org.  

By SEMA News Editors

SEMA Show organizers are offering exhibitors an exclusive, multi-day program designed to help companies maximize return on their SEMA Show investment. The 2026 Exhibitor Summit––complimentary for exhibitors––delivers expert guidance, cost-saving strategies, networking and a preview of the completed and upgraded Las Vegas Convention Center.

2026 SEMA Show Exhibitor Summit

Who's Invited: 2026 SEMA Show exhibitors
What: Hands-on program designed to help exhibitors maximize ROI
When: June 10-12 (travel day is Friday, June 12)
Where: Las Vegas Convention Center South Hall Skybridge, Las Vegas
Cost: Free registration, a free two-night hotel stay (for up to two representatives per company) and free select meals.
Sign up or find out more.

Registration is now open for the SEMA Show Exhibitor Summit, which returns to Las Vegas in June, at the Las Vegas Convention Center South Hall Skybridge. View the agenda and register at semashow.com/exhibitor-summit.
 

The Exhibitor Summit--which takes place Wednesday, June 10 and Thursday, June 11, with hotel check-out Friday, June 12--is an exhibitor's strategic head start. Whether a company is a first-timer or a seasoned exhibitor, this event is where exhibitors can refine their plan, cut unnecessary costs and unlock true SEMA Show success. The program will cover how to:
 

• Boost ROI: Work directly with experts to plan, budget and optimize SEMA Show investments.
• Drive Traffic: Learn proven strategies to attract buyers and generate leads.
• Save Money: Learn insider strategies to cut costs on drayage, electrical and rigging.
• Perfect Your Launch: Get a step-by-step roadmap for product launches and media engagement.
• Promote Your Brand: Explore sponsorship and marketing opportunities to increase brand visibility.
• Network: Build direct relationships with the SEMA team and fellow industry leaders.

Preview the New LVCC

In addition, this year's Summit delivers an all-access preview of the newly remodeled Las Vegas Convention Center, now featuring a modernized campus designed to elevate the exhibitor and attendee experience with:
 

• A reimagined Central Hall Grand Lobby that features a striking glass curtain wall and abundant natural light.
• New digital signage creating high-visibility branding opportunities in the Grand Lobby.
• A climate-controlled concourse that connects the North and South Halls.
• A new East entrance, state-of-the-art boardroom and modern administrative offices redefine the South Hall.
• The extended West Hall ribbon roof brings bold cohesion across the campus.

Register to join this event in Las Vegas this June, and the SEMA team will have the rest covered. Exhibitors enjoy complimentary event registration, a two-night hotel stay (for up to two representatives from each exhibiting company) and select meals--all courtesy of SEMA.

Have questions about the Exhibitor Summit? Contact SEMA Show Management at 909-396-0289 or email regmgr@sema.org.

In related news, SEMA has launched a new customer management system ahead of this year's SEMA Show, November 3-6, 2026, in Las Vegas. Read more about that.

To improve how SEMA engages with exhibitors and serves the industry year-round, the association has migrated to a new customer management system powered by Salesforce.

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 opens on May 4; to sign up for notifications, visit here. For more information, visit semashow.com. 

By SEMA News Editors

The automotive aftermarket is constantly evolving and the most valuable insights come directly from the businesses navigating it every day. To better understand current conditions and what's ahead, SEMA is calling on industry professionals to participate in a survey that will inform its State of the Industry Report.
 

By sharing your perspective, you help create a more accurate snapshot of the market. The data collected informs key trends, supports smarter business decisions and gives companies across the industry the insight they need to plan for the months ahead. The stronger the participation, the more impactful and reliable the final report becomes.
 

The survey is quick and easy to complete, taking just a few minutes while focusing on current business conditions and future outlook. Responses are combined with others from across the industry, contributing to a comprehensive view of where the market stands.
 

Take a few minutes to share what you're seeing and make sure your voice is included. Your input will directly support SEMA's upcoming State of the Industry Report and will help the entire automotive aftermarket better prepare for what's next.

This article was originally published on April 9, 2026.

By Ashley Reyes

As legislative decisions at the state and federal levels continue to impact the growth and preservation of the motorsports industry, as well as the race tracks on which the sport is discovered, practiced and built, businesses cannot afford to pass on advocacy.
 

To help motorsports businesses understand the key issues impacting the industry and learn how to effectively engage with policymakers to protect and grow their business, the SEMA Motorsports Products & Media Council (MPMC) will host a virtual Lunch & Learn, How to Effectively Work With Your Lawmakers, on Thursday, April 16, 2026, at 10:00 a.m. PDT/1:00 p.m. EDT.

Moderated by Christian Robinson, senior director of state government affairs at SEMA, the discussion will feature panelists Jack Boyd, deputy chief of staff for US representative Claudia Tenney (R-NY);  Leo Delperdang (R), Kansas state representative; Mark Johnson (R), Ohio state representative; Eric Snyder, senior director of federal government affairs at SEMA; and Lauren Wilbor, manager, digital communications and partnership at SEMA.
 

Attendees will learn:

• How to build relationships with lawmakers
• How to communicate effectively about industry priorities
• How to prepare your organization for the upcoming election cycle
• Actionable advocacy strategies to protect and strengthen your business

The first 25 members to register will receive a $25 Uber Eats voucher to use the day of the event.
 

Don't miss your chance to gain access to lawmakers and SEMA's government affairs team, as well gain insights on how to prepare for what's ahead. Register.

By SEMA News Editors

The following candidates are vying for a seat on the SEMA Board of Directors:
 

Board Seat Candidates (1 Seat)

• Mike Anderson, Collision Advice
• Jeff Hermann, MagnaFlow Group

Voting will take place online May 4 through May 26 and is open to current SEMA-member companies. Votes must be cast by each company's primary contact. Details on the upcoming election will be sent to the member company's designated primary contact. Winners will be announced by June 9.

Feed image courtesy of Shutterstock | busy.spider

By SEMA News Editors

The following candidates are vying for a seat on the SEMA Board of Directors:
 

Board Seat Candidates (1 Seat)

• Mike Anderson, Collision Advice
• Jeff Hermann, MagnaFlow Group

Voting will take place online May 4 through May 26 and is open to current SEMA-member companies. Votes must be cast by each company's primary contact. Details on the upcoming election will be sent to the member company's designated primary contact. Winners will be announced by June 9.

Feed image courtesy of Shutterstock | busy.spider

From the SEMA Washington, D.C., office

SEMA and PRI are expanding its Right-to-Race advocacy campaign nationwide. The time to protect race tracks is now, before more long-standing facilities are pushed out of their communities. Learn more at sema.org/right-to-race.
 

Here's the latest on SEMA and PRI's Right-to-Race advocacy campaign:
 

Kansas Puts Right-to-Race Protections in Victory Lane

Kansas has delivered a major victory for grassroots racing. Governor Laura Kelly has signed the Kansas Motorsports Venue Protection Act (HB 2416) into law, providing long-standing racing facilities in the state with important protections against nuisance-based lawsuits filed by surrounding property owners who arrived after the track was established. The measure cleared the Kansas Legislature with overwhelming bipartisan support.
 

The impact of this win extends far beyond the grandstands. Motorsports in Kansas generate more than $743 million annually, support nearly 5,700 jobs, and bring in more than $77 million in state and local taxes each year. SEMA and PRI backed HB 2416 at every step, including testimony from Victor Muñoz, SEMA senior manager for state government affairs, and support from Kansas motorsports leaders such as John Allen of 81 Speedway and Humboldt Speedway, Cindy Bell of Kansas International Dragway and ABATE of Kansas. Racing venues in Kansas boost local businesses, draw fans and competitors into communities and uphold a vital part of the state's motorsports heritage.
 

PRI and SEMA extend their gratitude to Representative Leo Delperdang, the sponsor of HB 2416 and a longstanding advocate for Kansas's automotive community, and to Senator Elaine Bowers, whose leadership was instrumental in the bill's passage. Representative Delperdang was recognized as SEMA's 2021 Legislator of the Year.
 

This new Kansas law also marks another important checkpoint in the growing national Right-to-Race movement. Iowa and North Carolina have already secured similar wins, while several additional states continue advancing race-track protection legislation with SEMA and PRI support. Together, these efforts are helping ensure that race tracks—many of which have operated responsibly for decades—can continue serving as the places where grassroots racing lives, future competitors get their start, and local communities benefit from the commerce, tourism, and tradition that surround the sport.
 

For more information about SEMA and PRI's Right-to-Race campaign or to learn how your race track or motorsports business can help support similar legislation in your state, contact Muñoz at victorm@sema.org.

OHIO: SEMA and PRI Launch the Ohio Motorsports Network
 

From left to right (Bill Bader, Summit Motorsports Park; Ohio State Representative Kellie Deeter; Tierra Hubbard, SEMA/PRI; Tom Deery, PRI; Coby Lobaugh, SEMA/PRI).
 

During the final week of March, SEMA and PRI launched the Ohio Motorsports Network (OMN) in Columbus, alongside a coordinated series of legislative meetings at the state capitol and testimony in support of HB 639, Ohio's Right-to-Race legislation.
 

At the inaugural OMN meeting, Hubbard, SEMA director of government affairs for racing, and PRI Ambassador Tom Deery outlined the network's structure, vision and long-term goals. They also provided a comprehensive legislative update on the progress of Right-to-Race efforts in Ohio. Attendees from across the state came together with a shared purpose: to protect and strengthen motorsports. Participants also had the opportunity to highlight their facilities, events and ongoing initiatives. The group formally established leadership by appointing Bill Bader of Summit Motorsports Park as chair of the network.
 

The following day, SEMA and PRI met with lawmakers in both the House and Senate, engaging members on both sides of the aisle. These meetings focused on educating policymakers about the importance of motorsports, addressing questions about the legislation and ensuring lawmakers are informed before the bill reaches their desks.
 

On the final day, track owners, operators and industry leaders delivered compelling testimony before the House Local Government Committee in support of HB 639. Those testifying included Hubbard (PRI and SEMA), Bader (Summit Motorsports Park), Rich Farmer (Fremont Speedway), Bob Davis (American Motorcyclist Association) and Levi Jones (Eldora Speedway).
 

Are you interested in joining the Ohio Motorsports Network?
 

Be part of a growing, statewide effort to protect and advance motorsports in Ohio.
 

For more information or to get involved, contact Hubbard at tierrah@sema.org.

This story was originally published on April 9, 2026.
 

Main photo courtesy of World Racing Group | Jacy Norgaard