From the SEMA Washington, D.C., office

The Off-Road Business Association (ORBA), a wholly owned subsidiary of SEMA, is pleased to announce its sponsorship and participation as an exhibitor at Overland Expo West 2026, bringing its renewed advocacy focus to an expanded audience of the off-road community's most passionate, innovative, and committed enthusiasts and businesses. Additionally, ORBA is excited to announce that Overland Expo has joined the organization as a Platinum-level member.
 

Stop by ORBA's exhibitor lounge at Overland Expo West 2026, May 15-17, in Flagstaff, Arizona, where the organization's leadership will host scheduled sessions on land-use issues and the benefits of ORBA membership and preview the 2026 Overland Expo Industry Report.
 

"ORBA is thrilled to be a sponsor and participant of Overland Expo West 2026, one of our community's premier events for off-road and overland companies, as well as enthusiasts," said ORBA Interim Executive Director Sean P. Holman. "Attending Overland Expo West 2026 will be a unique opportunity to help further develop the relationships that will help to make our federal and state advocacy a success. We are equally excited to have Overland Expo join our growing membership roster, adding a significant consumer-facing organization to our ranks of advocates. At Overland Expo West 2026, our new leadership team will be meeting with our fellow enthusiasts, talking about the issues that impact our lifestyle and growing our ability to be a voice for all off-roaders. We are looking forward to getting to know many of the faces that make up our much-loved off-road community."
 

"Overland Expo has long served as a gathering place for the overland industry and enthusiast community, and partnering with ORBA and SEMA is a natural extension of that role," said Overland Expo Show Director Emily Boden. "ORBA's work ensures that businesses and enthusiasts alike have a voice in protecting access and opportunity, and we're excited to support their expanded advocacy efforts at Overland Expo West 2026."
 

Additionally, SEMA Senior Vice President for Public and Government Affairs Karen Bailey-Chapman will be a panelist during the popular Women Who Wander networking brunch, providing insights into efforts to advocate at the state and federal levels for motorized access to public off-road spaces.
 

BACKGROUND
 

ORBA, a membership-based organization, recently announced a robust relaunch with a broadened advocacy strategy, enhanced research capabilities and a renewed commitment to coalition-based action to protect the future of the off-road industry and enthusiast community.
 

As part of its relaunch, ORBA outlined several priority initiatives already underway:

• Protecting access to public lands
• Supporting federal legislation that preserves motorized access to outdoor spaces
• Continuing the ecologic partners collaboration
• Launching regional economic impact reports
• Expanding coalitions and partnerships
• Stewardship and education
   

With new tools, deeper partnerships and a renewed focus on collaboration, ORBA is positioning itself to be a more effective advocate for businesses, enthusiasts, and the lands that make off-road recreation possible. ORBA has also upgraded the membership benefits to include regular communications, sponsored brand content across ORBA and SEMA Action Network digital channels and access to consumer research tools and more.
 

For more information, visit offroadbusiness.org or overlandexpo.com.

Image courtesy of Shutterstock | marekuliasz

From the SEMA Washington, D.C., office

The Off-Road Business Association (ORBA), a wholly owned subsidiary of SEMA, is pleased to announce its sponsorship and participation as an exhibitor at Overland Expo West 2026, bringing its renewed advocacy focus to an expanded audience of the off-road community's most passionate, innovative, and committed enthusiasts and businesses. Additionally, ORBA is excited to announce that Overland Expo has joined the organization as a Platinum-level member.
 

Stop by ORBA's exhibitor lounge at Overland Expo West 2026, May 15-17, in Flagstaff, Arizona, where the organization's leadership will host scheduled sessions on land-use issues and the benefits of ORBA membership and preview the 2026 Overland Expo Industry Report.
 

"ORBA is thrilled to be a sponsor and participant of Overland Expo West 2026, one of our community's premier events for off-road and overland companies, as well as enthusiasts," said ORBA Interim Executive Director Sean P. Holman. "Attending Overland Expo West 2026 will be a unique opportunity to help further develop the relationships that will help to make our federal and state advocacy a success. We are equally excited to have Overland Expo join our growing membership roster, adding a significant consumer-facing organization to our ranks of advocates. At Overland Expo West 2026, our new leadership team will be meeting with our fellow enthusiasts, talking about the issues that impact our lifestyle and growing our ability to be a voice for all off-roaders. We are looking forward to getting to know many of the faces that make up our much-loved off-road community."
 

"Overland Expo has long served as a gathering place for the overland industry and enthusiast community, and partnering with ORBA and SEMA is a natural extension of that role," said Overland Expo Show Director Emily Boden. "ORBA's work ensures that businesses and enthusiasts alike have a voice in protecting access and opportunity, and we're excited to support their expanded advocacy efforts at Overland Expo West 2026."
 

Additionally, SEMA Senior Vice President for Public and Government Affairs Karen Bailey-Chapman will be a panelist during the popular Women Who Wander networking brunch, providing insights into efforts to advocate at the state and federal levels for motorized access to public off-road spaces.
 

BACKGROUND
 

ORBA, a membership-based organization, recently announced a robust relaunch with a broadened advocacy strategy, enhanced research capabilities and a renewed commitment to coalition-based action to protect the future of the off-road industry and enthusiast community.
 

As part of its relaunch, ORBA outlined several priority initiatives already underway:

• Protecting access to public lands
• Supporting federal legislation that preserves motorized access to outdoor spaces
• Continuing the ecologic partners collaboration
• Launching regional economic impact reports
• Expanding coalitions and partnerships
• Stewardship and education
   

With new tools, deeper partnerships and a renewed focus on collaboration, ORBA is positioning itself to be a more effective advocate for businesses, enthusiasts, and the lands that make off-road recreation possible. ORBA has also upgraded the membership benefits to include regular communications, sponsored brand content across ORBA and SEMA Action Network digital channels and access to consumer research tools and more.
 

For more information, visit offroadbusiness.org or overlandexpo.com.

Image courtesy of Shutterstock | marekuliasz

By SEMA News Editors

Westin

Power Retractable Tonneau Truck Bed Cover

The new Power Retractable Tonneau Truck Bed Cover from Westin combines convenience with cargo protection and significant load capacity, the company said. The power retractable cover offers a 500-lb. load capacity, as well as wireless remote operation, a dust-resistant and weather-tight seal, a compact roll-up canister to maximize usable bed space, easy install and anti-pinch technology.

westinautomotive.com

Superwinch

Scorpion 10SR Winch

The latest offering from Superwinch, the Scorpion 10SR winch, offers 10,000 lbs. of pulling power and fits easily into most factory and aftermarket winch bumpers, the company says, and at just 16.4 in. across, makes it roughly 25% more compact than other 10,000-lb. winches. Its reduced size is possible because of its advanced integrated control circuitry, a permanent magnet motor and a four-stage planetary gearbox. It is also equipped with an ergonomic free-spool clutch and intelligent overload protection.

superwinch.com

By SEMA News Editors

The exhibitor space rental agreement for the 2026 SEMA Show is now open, giving aftermarket brands the opportunity to secure their place on one of the industry's most influential stages, November 3-6 in Las Vegas. 

Exhibitors may still apply, but priority booth selection has concluded.

Securing your booth space is the first step toward success at the SEMA Show, which presents an unrivaled opportunity for aftermarket companies to drive sales, meet new clients and increase brand awareness.

While space applications are accepted at any time leading up to the event in November, submitting an ESRA and deposit early gives brands a head start on preparing for the event.

Exhibiting at the SEMA Show offers a myriad of benefits to your brand:

Increase Your Brand Awareness

Whether you are an established brand or looking to go from garage to global, exhibiting at SEMA is the best investment to advance your brand goals.

Connect With Your Customers

See existing customers and connect with them on the Show floor. Determine their business needs and use this opportunity to strengthen relationships.

"Nowhere else can we get to this many of our dealers and our consumers and show them new products that they get to touch and feel," said exhibitor John Meyers, KICKER. "On the internet, you just don't get that experience."

Expand Your Sales Channels

The connections you make at the SEMA Show can help take your products to new markets, whether through retailers, distributors or other sales channels, expanding your brand’s reach domestically and internationally.

Introduce New Products

We know you want your latest and greatest products to be seen by a large audience of potential customers and the SEMA Show guarantees opportunities for that to happen.

The booth plotting process is a little different this year. Questions? Read this article or contact SEMA at 240-ASK-SEMA (240-275-7362) or via email at customercare@sema.org.  

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. 

By SEMA News Editors

The exhibitor space rental application for the 2026 SEMA Show, November 3-6 in Las Vegas, is now open online.

For restyling brands, the opportunity is clear. The SEMA Show puts your products in front of the builders, installers and customization shops driving the future of vehicle personalization––from lighting to wraps, trim and interior upgrades. It's where trends take shape and where buyers go to find what's next.

Exhibiting is the first step toward increasing brand awareness, meeting new clients and expanding your sales channels. With more than 153,000 attendees and more than 70,000 qualified buyers and decision-makers, the Show delivers unmatched access to customers actively seeking new products and vendors.

Beyond the booth, thousands of media members and content creators amplify your launches, giving your brand visibility that extends far beyond Show week.

Submitting an ESRA and deposit early gives exhibitors a head start on planning and promotion, helping maximize impact before the doors open in Las Vegas this November.

The 2026 SEMA Show takes place November 3-6 in Las Vegas. Ready to put your brand at the center of the restyling movement? Explore opportunities and reserve your booth space at the Restyling page, or visit the application directly below.

The booth plotting process is a little different this year. Questions? Read this article or contact SEMA at 240-ASK-SEMA (240-275-7362) or via email at customercare@sema.org.  
 

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

By Ashley Reyes

As part of its mission to deliver engaging programming that supports the professional growth of women in the aftermarket, the SEMA Businesswomen's Network (SBN) will host a Virtual Wine Tasting & Networking Night on Thursday, May 7, at 4:00 p.m. PDT/7:00 p.m. EDT.

Designed as a relaxed, interactive networking event, this session will bring members together to build professional connections and take part in meaningful conversations while learning the basics of wine in a simple, accessible format.  
 

The wine tasting will be led by Kelsy Hill, owner of KelsyKate, LLC, co-owner at blipshift, chief marketing officer of Raglan Motors, and head of operations at HyperFest; and Cora Jokinen, president of Torq-Masters Industries. Together, they will walk attendees through tasting techniques, wine etiquette, grape varieties and flavor profiles while sampling a curated selection of accessible wines. Beyond the educational component, the event provides a space for authentic networking and relationship-building that can support career growth and foster industry connections.
 

SBN will provide a list of wines for attendees to purchase ahead of time. The list will include wines that are readily available nationwide and that are under $20 each. 
 

Whether you're already an SBN member or curious about joining, this event will open the door to valuable career insights from a women-led, passion-driven network. Don't miss out.
 

Secure your spot.

By Ashley Reyes

 Artificial intelligence gets talked about a lot; however, what matters is where it is actually useful.

To address this challenge, the SEMA Wheel, Tire, Suspension & Brake Council (WTSBC) will host a virtual Coffee and Conversation on Thursday, May 7, at 9:00 a.m. PDT/12:00 p.m. EDT.

WTSBC Coffee and Conversations are virtual events where members gather to network and discuss timely industry topics. This session will focus on AI in the wheel, tire, suspension, and brake landscape and how businesses can utilize it effectively.

The session will feature experts Jason Abrahams, founder and CEO of Tire Tutor, and Andrew Gordon, mechanical/computer science engineer, entrepreneur and founder of DealerScience. Together, they will provide a clear, practical look at AI best practices and strategies that can be applied immediately.  

Key takeaways include:
 

• How AI is currently being applied across the wheel, tire, suspension and brake segments.
• How to improve day-to-day efficiency through AI-powered tools and workflows.
• Insight into how AI is influencing workforce development and evolving job roles.
• How to approach AI strategically without overcomplicating adoption.

Whether you're new to AI or looking to expand existing initiatives, this conversation will help you stay ahead as AI continues to shape the industry's future.

By the SEMA Businesswomen's Network

Women-owned businesses and companies that focus on advancing women have a unique opportunity to elevate their brand at the 2026 SEMA Show as a SEMA Businesswomen's Network (SBN) Booth Partner.

The SBN Booth is an immersive space dedicated to visibility, connection and hands-on engagement for women in the automotive aftermarket. Booth partners will receive dedicated space to lead interactive programming, live demonstrations and activations designed to drive meaningful industry engagement.
 

"The SBN Booth is a direct extension of our mission to provide networking, education and recognition opportunities for professional women in the specialty-equipment industry," said SBN Council Director Nicole Bradle. "By giving women-owned brands a platform to share real-world automotive skills and insights, we are creating a more impactful SEMA Show experience for everyone."  
 

Real Deal Revolution leads a hands-on leatherwork workshop at the 2025 SEMA Show SBN Booth—one of several women-owned brands driving engagement through interactive activations.

Why Apply?
 

• High visibility: Showcase your company in a high-traffic trade show hall. (Manufacturing companies must be exhibiting at the SEMA Show.)
• Hands-on engagement: Connect with influential women throughout the week and build meaningful relationships. 
• Highlight women-driven initiatives: Host activations that highlight your company's expertise, innovation and impact.
• Purpose-driven alignment: Demonstrate your company's commitment to advancing women in the industry.
• On-site support: SBN volunteers assist with setup, teardown and activation logistics.

If your business is ready to expand its reach, connect with engaged attendees and position itself as a leader in the aftermarket, SBN wants to hear from you.

Apply now to become a 2026 SBN booth partner.

By SEMA News Editors

PRI has named Doug Bresnahan as managing director, effective immediately, bringing nearly two decades of commercial leadership from professional motorsports to one of the industry's most essential organizations.
 

The managing director will oversee PRI's daily operations, including the annual PRI Show and profit-and-loss accountability, as the organization builds on a record-breaking 2025 Show. Bresnahan reports directly to SEMA and PRI CEO Mike Spagnola and is based in Indianapolis.
 

"The PRI Show is the premier global gathering for the motorsports industry, and I am honored to help build on its legacy," Bresnahan said. "From grassroots racing to global professional series, this industry has given me an extraordinary career, and I look forward to bringing every dimension of that experience to PRI's members, exhibitors and partners."
 

Most recently chief commercial officer at Andretti Global, Bresnahan spent 18 years with the organization, securing significant sponsorship and partnership revenue while building long-term relationships with leading global brands. During that time, he expanded the team's commercial portfolio beyond INDYCAR into Global Rallycross, Formula E and Extreme E.
 

Bresnahan's career spans every level of the industry, from K&K Insurance and leadership roles with CART and CHAMP CAR to IndyCar event promotions and top-tier professional racing, reflecting the same community of manufacturers, teams, tracks and businesses the PRI Show exists to serve.
 

"Doug brings a rare combination of commercial firepower and genuine industry depth," Spagnola said. "He has operated at every level of this business, from grassroots insurance to sanctioning bodies to the top tier of professional racing, and he understands every stakeholder PRI serves. Coming off a record-breaking 2025 Show, we are thrilled to have him leading this organization forward."
 

Exhibit Booth Sales Open for 2026 PRI Show
 

Scheduled for December 10-12 at the Indiana Convention Center and Lucas Oil Stadium, the PRI Show draws attendees from all 50 states and around the globe, including race teams, retailers, engine builders, fabricators, media and more.
 

Attendee registration opens in July. To register, book hotel accommodations, and learn more about the 2026 PRI Show, visit PRI2026.com/Attend.  

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 16, 2026.