By Ashley Reyes

Motorsports parts manufacturers have less than two weeks left to save on registration for the 2026 Media Trade Conference, taking place January 27-29, 2026, in Anaheim, California.

Manufacturers who sign up before Monday, September 8, will only pay $850. Starting Tuesday, September 9, the registration price will increase to $950. Register now and save.

The Media Trade Conference offers the best opportunity for motorsports and truck and off-road manufacturers to strengthen their media outreach through one-on-one meetings with the industry's top journalists, editors, podcasters and content creators. Manufacturers are scheduled for 40 or more 30-minute meetings over the course of three days, gaining valuable, curated connections with media who can promote their news and products to mass audiences.  

Daily lunches, networking breaks and a Wednesday night reception are also scheduled throughout the week to help attendees further their connections.

Hear what the media have to say about the event by watching the video below.

The Media Trade Conference is open to MPMC, Truck & Off-Road Alliance (TORA), and Performance Racing Industry (PRI) business members. Attendees can maximize their ROI by registering early. Media registration will open in October.

Questions? Contact MPMC Council Director Marcy Yanus at marcy@sema.org.

By SEMA News Editors

SEMA, the leading organization for the automotive aftermarket industry, today announced the acquisition of the Off-Road Business Association (ORBA), a leading a 501(c)(6) organization dedicated to representing businesses and professionals in the off-road and powersports industries (motorcycles, ATVs, side-by-sides, snowmobiles).

• Off-road products and services are the largest and fastest-growing segment of the automotive aftermarket industry. This acquisition enhances SEMA's ability to support the advocacy and business needs of the off-road and powersports communities and the innovators who sell their products to millions of enthusiasts nationwide.

"Today is a great day for off-road and powersports enthusiasts and the businesses who cater to them, because it further unifies efforts to advocate in Washington, D.C., and statehouses nationwide on their behalf," said SEMA CEO Mike Spagnola. "By acquiring ORBA, SEMA further unifies our shared efforts to preserve motorized access to our nation's open spaces and secure policies that strike a tenable balance between land use and conservation. SEMA has sought ways for our Truck and Off-Road Alliance (TORA) to work more closely with ORBA, out of an immense respect and appreciation for their work and the individuals whose blood, sweat and tears over the decades gave a voice to businesses and enthusiasts in the off-road and powersports communities. By bringing ORBA under the SEMA banner, we're scaling up our ability to speak on behalf of the off-road and powersports communities and further extending ORBA's legacy of service to our industry and enthusiasts."

"ORBA was formed to bring the added resources to support the off-road Industry through business acumen and advocacy, and by directly joining forces with SEMA, this industry will remain at the table on the important issues affecting motorized access to public lands, protecting the right to modify, race and other important issues to the off-road community," said ORBA CEO Fred Wiley. "SEMA, since ORBA's inception, has been a great partner, and I firmly believe our work is in the right hands, with the right partners in the trenches for our great off-road community. I've always said that the issues facing the off-road industry never truly go away, they just evolve. SEMA is uniquely qualified to serve as a steward for future efforts to protect land access and champion the viewpoints of off-road businesses and enthusiasts."

"The Truck & Off Road Alliance (TORA), a SEMA council, was formed to represent the collective interest of its member companies who manufacture, distribute, sell and/or install accessories for off-road vehicles, light-duty pickup trucks, ATVs or provide services to this industry," said TORA Chair Dawson Druesedow. "We are excited to have the additional firepower of ORBA under the SEMA brand and to expand the advocacy and litigation efforts to not only protect our community but to advance policies that will allow our industry to thrive for generations to come."

Transaction Details

Under the terms of the agreement, SEMA would acquire all ORBA assets. Wiley would remain a senior strategic advisor to SEMA on off-road and powersports issues.

Image courtesy of Shutterstock

By SEMA News Editors

SEMA, the leading organization for the automotive aftermarket industry, today announced the acquisition of the Off-Road Business Association (ORBA), a leading a 501(c)(6) organization dedicated to representing businesses and professionals in the off-road and powersports industries (motorcycles, ATVs, side-by-sides, snowmobiles).

• Off-road products and services are the largest and fastest-growing segment of the automotive aftermarket industry. This acquisition enhances SEMA's ability to support the advocacy and business needs of the off-road and powersports communities and the innovators who sell their products to millions of enthusiasts nationwide.

"Today is a great day for off-road and powersports enthusiasts and the businesses who cater to them, because it further unifies efforts to advocate in Washington, D.C., and statehouses nationwide on their behalf," said SEMA CEO Mike Spagnola. "By acquiring ORBA, SEMA further unifies our shared efforts to preserve motorized access to our nation's open spaces and secure policies that strike a tenable balance between land use and conservation. SEMA has sought ways for our Truck and Off-Road Alliance (TORA) to work more closely with ORBA, out of an immense respect and appreciation for their work and the individuals whose blood, sweat and tears over the decades gave a voice to businesses and enthusiasts in the off-road and powersports communities. By bringing ORBA under the SEMA banner, we're scaling up our ability to speak on behalf of the off-road and powersports communities and further extending ORBA's legacy of service to our industry and enthusiasts."

"ORBA was formed to bring the added resources to support the off-road Industry through business acumen and advocacy, and by directly joining forces with SEMA, this industry will remain at the table on the important issues affecting motorized access to public lands, protecting the right to modify, race and other important issues to the off-road community," said ORBA CEO Fred Wiley. "SEMA, since ORBA's inception, has been a great partner, and I firmly believe our work is in the right hands, with the right partners in the trenches for our great off-road community. I've always said that the issues facing the off-road industry never truly go away, they just evolve. SEMA is uniquely qualified to serve as a steward for future efforts to protect land access and champion the viewpoints of off-road businesses and enthusiasts."

"The Truck & Off Road Alliance (TORA), a SEMA council, was formed to represent the collective interest of its member companies who manufacture, distribute, sell and/or install accessories for off-road vehicles, light-duty pickup trucks, ATVs or provide services to this industry," said TORA Chair Dawson Druesedow. "We are excited to have the additional firepower of ORBA under the SEMA brand and to expand the advocacy and litigation efforts to not only protect our community but to advance policies that will allow our industry to thrive for generations to come."

Transaction Details

Under the terms of the agreement, SEMA would acquire all ORBA assets. Wiley would remain a senior strategic advisor to SEMA on off-road and powersports issues.

Image courtesy of Shutterstock

By SEMA News Editors

SEMA, the leading organization for the automotive aftermarket industry, today announced the acquisition of the Off-Road Business Association (ORBA), a leading a 501(c)(6) organization dedicated to representing businesses and professionals in the off-road and powersports industries (motorcycles, ATVs, side-by-sides, snowmobiles).

• Off-road products and services are the largest and fastest-growing segment of the automotive aftermarket industry. This acquisition enhances SEMA's ability to support the advocacy and business needs of the off-road and powersports communities and the innovators who sell their products to millions of enthusiasts nationwide.

"Today is a great day for off-road and powersports enthusiasts and the businesses who cater to them, because it further unifies efforts to advocate in Washington, D.C., and statehouses nationwide on their behalf," said SEMA CEO Mike Spagnola. "By acquiring ORBA, SEMA further unifies our shared efforts to preserve motorized access to our nation's open spaces and secure policies that strike a tenable balance between land use and conservation. SEMA has sought ways for our Truck and Off-Road Alliance (TORA) to work more closely with ORBA, out of an immense respect and appreciation for their work and the individuals whose blood, sweat and tears over the decades gave a voice to businesses and enthusiasts in the off-road and powersports communities. By bringing ORBA under the SEMA banner, we're scaling up our ability to speak on behalf of the off-road and powersports communities and further extending ORBA's legacy of service to our industry and enthusiasts."

"ORBA was formed to bring the added resources to support the off-road Industry through business acumen and advocacy, and by directly joining forces with SEMA, this industry will remain at the table on the important issues affecting motorized access to public lands, protecting the right to modify, race and other important issues to the off-road community," said ORBA CEO Fred Wiley. "SEMA, since ORBA's inception, has been a great partner, and I firmly believe our work is in the right hands, with the right partners in the trenches for our great off-road community. I've always said that the issues facing the off-road industry never truly go away, they just evolve. SEMA is uniquely qualified to serve as a steward for future efforts to protect land access and champion the viewpoints of off-road businesses and enthusiasts."

"The Truck & Off Road Alliance (TORA), a SEMA council, was formed to represent the collective interest of its member companies who manufacture, distribute, sell and/or install accessories for off-road vehicles, light-duty pickup trucks, ATVs or provide services to this industry," said TORA Chair Dawson Druesedow. "We are excited to have the additional firepower of ORBA under the SEMA brand and to expand the advocacy and litigation efforts to not only protect our community but to advance policies that will allow our industry to thrive for generations to come."

Transaction Details

Under the terms of the agreement, SEMA would acquire all ORBA assets. Wiley would remain a senior strategic advisor to SEMA on off-road and powersports issues.

Image courtesy of Shutterstock

From the SEMA Washington, D.C., office

We're at a crossroads for our fight to protect the aftermarket and the rights of automotive enthusiasts nationwide. We're lining up our best advocates to head to Washington, D.C., and talk to lawmakers about protecting your right to modify vehicles that feature advanced technology, motorized recreational access to public lands and a fair tax landscape for motorsports facilities. We'll set the tone for the 2026 mid-term election and seek to impact the balance of power in both the House and Senate. It'll be a good, old-fashioned rally with a bold new voice--but you'll have to come to Washington, D.C., if you want to advocate for the industry.

Mark your calendars now to join fellow SEMA and PRI members in Washington, D.C., on May 5-6, 2026, for the 2026 SEMA & PRI Washington Rally. 

During the Washington Rally, you will have the opportunity to meet face-to-face with your United States senators and representatives, along with the key congressional aides who keep this town running, as you discuss the issues that matter most to your business and the industry. 

Put it on your calendar today! Registration will officially open in early 2026. 

For more information, contact Eric Snyder, SEMA senior director for federal government affairs, at erics@sema.org. 

From the SEMA Washington, D.C., office

We're at a crossroads for our fight to protect the aftermarket and the rights of automotive enthusiasts nationwide. We're lining up our best advocates to head to Washington, D.C., and talk to lawmakers about protecting your right to modify vehicles that feature advanced technology, motorized recreational access to public lands and a fair tax landscape for motorsports facilities. We'll set the tone for the 2026 mid-term election and seek to impact the balance of power in both the House and Senate. It'll be a good, old-fashioned rally with a bold new voice--but you'll have to come to Washington, D.C., if you want to advocate for the industry.

Mark your calendars now to join fellow SEMA and PRI members in Washington, D.C., on May 5-6, 2026, for the 2026 SEMA & PRI Washington Rally. 

During the Washington Rally, you will have the opportunity to meet face-to-face with your United States senators and representatives, along with the key congressional aides who keep this town running, as you discuss the issues that matter most to your business and the industry. 

Put it on your calendar today! Registration will officially open in early 2026. 

For more information, contact Eric Snyder, SEMA senior director for federal government affairs, at erics@sema.org. 

From the SEMA Washington, D.C., office

We're at a crossroads for our fight to protect the aftermarket and the rights of automotive enthusiasts nationwide. We're lining up our best advocates to head to Washington, D.C., and talk to lawmakers about protecting your right to modify vehicles that feature advanced technology, motorized recreational access to public lands and a fair tax landscape for motorsports facilities. We'll set the tone for the 2026 mid-term election and seek to impact the balance of power in both the House and Senate. It'll be a good, old-fashioned rally with a bold new voice--but you'll have to come to Washington, D.C., if you want to advocate for the industry.

Mark your calendars now to join fellow SEMA and PRI members in Washington, D.C., on May 5-6, 2026, for the 2026 SEMA & PRI Washington Rally. 

During the Washington Rally, you will have the opportunity to meet face-to-face with your United States senators and representatives, along with the key congressional aides who keep this town running, as you discuss the issues that matter most to your business and the industry. 

Put it on your calendar today! Registration will officially open in early 2026. 

For more information, contact Eric Snyder, SEMA senior director for federal government affairs, at erics@sema.org. 

By SEMA News Editors

The 2025 SEMA Show, November 4–7 in Las Vegas, is the world's largest automotive aftermarket trade event where innovation, education and opportunity converge across the Las Vegas Convention Center and outdoor exhibits. The Show is so massive in scope that no single person can see it all. That's why bringing more of your employees and colleagues is one of the smartest ways to maximize your four days at SEMA. A well-prepared team can cover more ground, discover more products and turn every conversation into a potential advantage for your business.

1. Define Your Team's "Why"

Every business attends the SEMA Show with specific goals. Are you looking to expand product offerings? Strengthen supplier relationships? Find new tools for your shop? By defining your "why" and aligning your team with those objectives, you'll make each person's time on the Show floor more impactful.

2. Conversations That Count

On average, one person can realistically have about 200 quality conversations during Show week. That means every interaction matters. Think of it as a "connection chain":

• 10-second glance → Spot something new that catches your eye.
• 1-minute pause → Ask a quick question and get a fast insight.
• 5-minute chat → Dive deeper into a product or solution that could fit your business.
• 30-minute sit-down → Reserve time for meaningful discussions that can shape partnerships or purchasing decisions.

3. Put People in the Right Places

Just as you'd assign roles in your shop or office, assigning roles at the SEMA Show ensures nothing gets missed. Quick communicators are ideal for scanning new products and handling fast interactions, or the 10-second glances and one- to five-minute chats. Managers or decision-makers can oversee 30-minute sit-down meetings with suppliers and partners. Matching skills to responsibilities allows your team to move faster and engage more effectively.

4. Avoid Missed Opportunities

The size of the SEMA Show can be overwhelming, but a well-staffed team ensures you won't miss critical products, new contacts, or industry insights. Divide and conquer: assign sections of the Show floor, educational sessions, and networking events so your business comes away with a comprehensive picture.

5. Measure What Matters

Success at the SEMA Show isn't about how many booths you pass--it's about the meaningful connections and insights you bring home to your business. Encourage your team to track leads, conversations and product finds, then prioritize follow-up after returning from Las Vegas. High-value opportunities should be acted on immediately, while other discoveries may develop over weeks or months.

6. An Investment in Growth

Bringing your employees to the 2025 SEMA Show isn't just about seeing more products--it's about giving your business a competitive edge. When your team is on the ground in Las Vegas, they gain firsthand product knowledge, connect with suppliers face-to-face, and return home with insights that can immediately impact your bottom line.

With so much happening across the Show floor, education sessions, and networking events, no single person can experience it all. That's why registering more of your team members ensures you maximize your four days at the SEMA Show and bring back the kind of knowledge, relationships and opportunities that fuel long-term success.

👉 Make sure your employees are registered today so your business doesn't miss out. Register here or click below. Need help registering your team members? We are here to help. Just call 508-743-8571, Monday–Friday 9:00 a.m.–5:00 p.m. ET, or email AAPEXSEMA@maritz.com. 

Online registration for qualified professional attendees is only $75 per registrant. Register soon, because on Saturday, September 27, registration both online and on-site will be $100. A SEMA Show badge includes access to both the SEMA Show and AAPEX. Deadlines and fees for other registration categories can be found at semashow.com/register. Attendees: Don't forget to use the attendee registration resource center to prep for the 2025 SEMA Show. Learn more here.

Hotel reservations, including for several new properties in Las Vegas, are available at the guaranteed lowest rates exclusively for Show attendees through SEMA's official hotel provider, onPeak.

For more information about the 2025 SEMA Show, visit semashow.com. Sign up for updates on SEMA Fest at semafest.com.

For questions and SEMA Show registration assistance, call 508-743-8571, Monday–Friday 9:00 a.m.–5:00 p.m. ET, or email AAPEXSEMA@maritz.com. 

By Ashley Reyes

The SEMA Businesswomen's Network (SBN) has named Vicki Norman, outdoor and aftermarket director at Digital Throttle, as the network's newest #SheIsSEMA spotlight member. 

Get to know Norman in her interview with SEMA News below. 

SEMA News: How many years have you been with your current company and what do you enjoy most about working there? 

Vicki Norman: I've been with Digital Throttle for 12 years, and the most rewarding part of my role is working closely with companies to understand their pain points and identify opportunities to drive meaningful results. Every partnership comes with its own unique challenges, and I love that the core of Digital Throttle's business is finding solutions at every level to help our clients succeed.

SN: What is the most challenging part of running your business or job? 

VN: Knowing when to throttle back is the most challenging part of my job. I'm passionate about what I do and fully immersed in the performance industry--living, breathing, working and playing in it. Because of that, work naturally blends into my everyday life, but since I love both the industry and my role, it never truly feels like work.

SN: How many years have you been in the industry and what was your first industry job? 

VN: I started my first job in 1994, right out of college, determined to break into the industry. Powerboat Magazine and Nordskog Competition Center weren't hiring at the time, but they appreciated my persistence and offered me a role that allowed me to learn every aspect of the business. I split my time between working on engines in the competition center, assisting editorial and advertising teams and pitching in wherever I was needed--including trailering boats, cleaning them and wrenching on gauges. It was a hands-on start that shaped my deep understanding of the industry from the ground up.

SN: What are three qualities that got you to where you are today? 

VN: Resilience, adaptability and innovation. From breaking gender barriers as the first female publisher in boating media to navigating the shift from print to digital, I've always embraced change with determination and adaptability. Whether it's launching new publications or pioneering digital marketing strategies, I thrive on innovation and finding new ways to push industries forward.

SN: Being a woman in the industry, what have been your biggest challenges and accomplishments? 

VN: One of my biggest challenges has been being taken seriously in a traditionally male-dominated industry. In the high-performance boating world, there were times when I was the only person on staff who actually owned a boat, worked on my own boat, raced and skied competitively--yet people still gravitated toward the men, assuming they must know more.

Rather than demanding recognition, I let my actions speak for themselves. I showed up, put in the work and proved my expertise through results. It took extra effort to earn respect, but the approach made an impact. Even today, I hear stories from colleagues about moments that stood out to them--ones that make me chuckle because, at the time, I was just doing what I loved and proving I belonged.

SN: Who are your role models or mentors in the industry? 

VN: I've been fortunate to have mentors who believed in me, challenged me, and set the standard for leadership with integrity.

Bryan Robb gave me the opportunity to transition from print to digital, inviting me to join Digital Throttle despite my lack of experience in online media 12 years ago. His patience, willingness to teach and unwavering integrity make him an exceptional leader. He always does the right thing, prioritizing people over profit and exemplifies a healthy work-life balance.

Jerry Nordskog was one of my earliest supporters, giving me every opportunity to prove myself and ultimately grooming me to run his business. He led with kindness and professionalism, treating everyone with respect and demonstrating success without being cutthroat.

Warren Kosikov has been my boss, mentor and friend for more than 30 years. A straight shooter who never let me make excuses; he guided me with a common-sense approach to business and life that I've always admired.

Each of these men played a key role in shaping my career, not just by providing opportunities but by leading with integrity and respect. I'm grateful for their impact on both my professional and personal growth.

SN: What is the best career advice you have received? 

VN: Never be intimidated by the person you're training to take over your role--having a successor in place is essential for growth and advancement.

SN: Have you always wanted to work in the automotive industry? What keeps you here? 

VN: Growing up around my family's cars and boats was something I always loved. I knew early on that passion mattered more to me than a big paycheck, so I chose an industry I loved. If I had to talk about healthcare or gardening instead of horsepower and engines every day, I'd go crazy!

SN: Who was the most influential person on your career/goals? 

VN: Is it too cliché to say my mom? No matter what, she has always encouraged and supported me. Even though we're very different—she'd never get on a motorcycle or, heaven forbid, exceed 100 mph—she always pushed me to go for it. She truly believed in the saying, do what you love, and you'll never work a day in your life.

Fill out a #SheIsSEMA spotlight form to submit a self-nomination or nominate a colleague and highlight how you or she is contributing to the specialty-equipment industry. Selected candidates are automatically eligible to be considered for SBN's #SheIsSEMA Woman of the Year award, featured on SBN's social media, SEMA News and recognized on the sema.org/she-is-sema website. 

By SEMA News Editors

Once limited to SEMA business members in print, SEMA magazine is now available to everyone in a free digital format--bringing the latest industry insights, product trends and aftermarket stories straight to your screen.

The September 2025 issue spotlights innovation, strategy and community across the specialty-equipment industry. Inside, you'll find:

• A look at the newly elected SEMA Board of Directors for 2025–2026, featuring a Q&A with Norris Marshall, Brian Herron, Tim McCarthy, Marcus Umlauf, and Rich Butler (Page 26).
• Practical tips to strategize your SEMA Show exhibition, ensuring maximum ROI before, during, and after the Show (Page 34).
• Guidance on building successful partnerships with content creators in the growing overland market (Page 44).
• The Off-Road/Truck Product Guide, packed with the latest parts and innovations (Page 54).
• Market insights exploring tariffs, trends, and cautious optimism for growth in the truck and off-road sector (Page 88).
• A tribute to industry icon Malcolm Smith, celebrating his lasting impact on motorsports and off-roading (Page 100).
• A preview of the Battle of the Builders, where new cars and new stars will compete for the crown (Page 108).
• Plus, expert advice on ensuring your next webinar isn't a snoozefest (Page 124).

As always, SEMA magazine is your go-to source for trends, strategies and stories that shape the automotive aftermarket. And remember: it is now available to everyone--free and online. Haven't subscribed yet? Here's how:

1. Claim your coupon voucher HERE.
2. Fill in the required fields and share your automotive interests.
3. Subscribe.
4. Download the SEMA magazine app in the App Store.
5. Sign in for instant access to a year's worth of industry knowledge.
6. Start reading!

For detailed, step-by-step instructions on claiming your complimentary subscription, click HERE.