By Ashley Reyes

The Industry Cup Challenge, a beloved SEMA tradition that unites automotive passion with friendly competition and philanthropy, is returning to the SEMA Leaders and Legends Gala pre-banquet reception in Universal City, California, on Friday, July 25, steps from Universal Hollywood. Join the challenge here! 

Each year, the Industry Cup Challenge takes charitable giving to the next level, offering SEMA member companies the opportunity to sponsor and race a pinewood derby car in thrilling downhill action for a good cause. The money raised from the races will benefit the three SEMA Cares partners: the Austin Hatcher Foundation for pediatric cancer; Childhelp for the prevention and treatment of child abuse; and the Victory Junction camp for children with serious medical conditions.  

Small Cars, Big Impact: How it Works   

The Industry Cup Challenge features competitors in five different categories: Warehouse distributions, manufacturers, media, sales rep agencies, and service providers. Companies from each category will race to be number one in their division. The winners of each category will then race head-to-head to be crowned the 2025 Industry Cup Challenge champion—trophy immorality and bragging rights are included! (If a sponsoring company cannot attend the Gala, a SEMA Cares volunteer will race the company's pinewood car on their behalf for the chance to win) 

The winning company will then take home the Industry Cup Challenge trophy with their company name engraved on it among past winners. In a Stanley Cup-style tradition, the trophy will be returned next year, giving the winner a chance to defend their title.  

Ready to Race?  

Sponsoring a pinewood derby car is a great way to create a meaningful impact beyond the automotive industry and improve the lives of children in need. The donation cost is $1,000 per sponsoring company and the race is officiated by SEMA Cares volunteers.  

Join the challenge here! 

To purchase tickets for the SEMA Leaders & Legends Gala, the prestigious celebration set to honor the 2025 SEMA Hall of Fame inductees and recognize incoming and outgoing members of the SEMA Board of Directors, visit sema.org/gala.  

By SEMA News Editors

Housing reservations are now open for the 2025 SEMA Show, November 4-7, Las Vegas, including several new hotels, available at the lowest possible nightly rates through SEMA's official hotel provider, onPeak.

SEMA and onPeak are always striving to offer SEMA Show exhibitors and attendees with the best deals at the best hotels in Las Vegas. New properties are now available to book this year, giving SEMA Showgoers an extensive lineup of options for their stay in Las Vegas.

New hotels and exclusive nightly rates for 2025:

• Circa - $184
• Fontainebleau - $391 (Note: Friday, Nov. 7 is sold out as of July 3)
• Four Seasons - $448
• Rio Hotel & Casino - $166

In addition to negotiating the best possible rates, SEMA Show and onPeak offer a myriad of additional perks, like fully flexible booking, hotel rewards points (where applicable) and group reservations at the best hotels in Las Vegas. SEMA Showgoers can only get the discounted rates when booking through the only official hotel provider, onPeak, here.

Keep an eye on SEMA News and semashow.com for the latest deadlines, updates and opportunities for the 2025 SEMA Show.

This story was originally published on Thursday, July 3.

By Michael Imlay

Economic fluctuations, supply-chain realignments, changing buyer habits--at times the market can feel like a confusing swirl of crosscurrents. For specialty-automotive manufacturers and suppliers, however, one steady constant remains: the annual SEMA Show, where the industry comes to do business.

"For businesses navigating a rapidly changing market, the SEMA Show offers more than inspiration; it offers stability and an unmatched environment to future-proof your business," says SEMA Vice President of Events Tom Gattuso. "In times of uncertainty, SEMA delivers clarity, confidence and opportunity, fueling connections that matter and growth that lasts."

In other words, if you're already a registered exhibitor for the 2025 SEMA Show, set to return to Las Vegas this November 4–7, you've made perhaps the single best investment for growth that a business can make, no matter the market.

And if your company hasn't yet signed on to exhibit, there's still time to do so at semashow.com/exhibitor.

A Unique Value Proposition

Having committed to the event, now is also the time to hone your Show plan to maximize ROI. According to SEMA Show Director Andy Tompkins, it all starts with recognizing and leveraging the Show's unique value proposition.

"There may be some external factors we're all concerned about right this moment, but the competitive landscape still exists--and you can seize a competitive edge when you demonstrate that you have new and innovative products at the SEMA Show. Our attendee surveys continue to find that discovering new products is top of mind for buyers and media alike," he says.

In addition, Tompkins believes the SEMA Show offers exhibitors unique opportunities to explore the industry's latest trends, introduce and brainstorm new product lines, grab industry and media attention, forge new relationships and future-proof their businesses.

No matter the economic climate, exhibiting at the SEMA Show is perhaps the best single investment a company can make for gaining exposure, finding new buyers and growing business. 
 

Moreover, Gattuso notes that industry-wide enthusiasm for the Show plays to an exhibitor's advantage. "It just keeps growing," he says. "This year, we'll be building on the momentum of 2024, which saw the largest SEMA Show we've ever had with more than 2,000 exhibitors in an event covering more than a million square feet at the Las Vegas Convention Center. But the Show isn't just big--it's the best-qualified audience in the world for specialty-equipment brands."

"It's definitely a pure, qualified audience," agrees Tompkins. "Our 160,000-plus attendees are enthusiasts, influencers and decision-makers all rolled into one--everyone at the Show is dialed into the energy and passion on display throughout the week. As an exhibitor, you put your brand in front of an incredible amount of buying power that can propel you forward in the automotive space."

A First-Timer Finds Success

Tyler Green, founder and CEO of Cache Inc., can attest to the Show's power firsthand. Headquartered in Sandy, Utah, his homegrown company is the developer of the Basecamp System, which it calls "the world's first modular tailgate system" for trucks. Easily fitted to a tailgate, the padded unit acts as a secure carrying hub for bikes, chairs, coolers and other gear. Last year, Cache became a first-time exhibitor--yet admittedly with some trepidation.

"After seven years in business, we knew that the SEMA Show could be a great opportunity to grow our OEM business through new automotive partnerships," says Green. "But it was quite the internal debate whether 'SEMA would be worth it' for our company."

Ultimately, the Cache team decided that landing just one new partnership would validate the time and money spent on the Show, so they made that their official goal. The strategy paid off.

"The response was amazing," Green relates. "With no preconceived expectations and surrounded by the large brands we continually look up to, we were shocked by the amazing traffic we produced with our team's DIY setup. Within a few hours the first day, we were approached by almost every auto manufacturer's accessory buyer and their teams. I'm proud to say we now will be launching four-plus new OEM partnerships that are set to go live in the coming months."

Based on Cache's success in 2024, Green strongly encourages first-time exhibitors to come up with at least one objective for the Show, then "sculpt" a plan around that objective to reach their key performance indicator (KPI). Additionally, don't underestimate the tremendous impact that an interactive, professional-looking booth can have on buyers and customers.

Outdoor activations present opportunities to see products put through their paces. Aligning your brand with these and other vehicular displays also grabs attention.
 

"This doesn't mean you have to go spend thousands on professionals," he explains. "But dedicate time and resources to building out a booth that is welcoming, have product information [ready] and be prepared with business cards galore. Lots of opportunities will come up that lead to other doors you wouldn't know were possible."

Green's ultimate piece of advice? "Begin reaching out to those you want to speak with months ahead of the Show--we learned that the hard way!"

From Tompkins' perspective, Cache is a prime example of an exhibitor smartly leveraging the Show. The brand set a clear, attainable goal for return on investment; next it developed and properly executed a Show strategy tailored to that goal; and then, post-event, the brand diligently followed up on leads.

"This is the proven advice we regularly give all our exhibitors," emphasizes Tompkins. "It may sound simple, but time and again, it works for all types of exhibitors, regardless of their size or what they hope to get from the Show."

Of course, SEMA Show planners realize exhibitors arrive in Las Vegas with a wide range of goals. Some mainly seek distributors or leads. Others aim to make a splash with a single new product, service or innovation. Larger businesses might have several items to showcase. Still others--especially legacy companies--focus more on strengthening their brand, attracting media coverage and connecting with content creators. Consequently, the Show has developed key features to deliver on all these fronts.

"Regardless of where you are in your company's lifecycle, there's no other place that can match everything our Show can do to take your business to the next level," asserts Gattuso. "Whether you want to fill a pipeline or raise your profile, this Show meets you where you are and provides you with the essential avenues for growth."

Top Tips for Success

Whatever a brand's specific objectives, Gattuso and Tompkins say that the most successful exhibitor strategies will typically include the following:

• Taking full advantage of the SEMA Show New Products Showcase, a top attendee destination. In fact, buyers and media routinely build their day-to-day Show itineraries around the innovations they encounter at this Show feature, so having one or more products in the Showcase significantly boosts your chances of making their destination lists.
   
• Designing an interactive booth. Think carefully about what you can reasonably showcase in the space you have to grab attention. Perhaps it's your most eye-catching product or a top seller. Maybe it's several. Either way, match staffing, signage, collateral and furnishings to your needs while considering visitor engagement and traffic flow. Live demos and/or immersive media are popular ways to draw in passersby, and even a simple video loop can spark conversations. (Bonus hint: Many successful exhibitors say they mock up a booth at their headquarters and practice their Show pitches months ahead of time.)
   
• Alerting partners and potential new customers well in advance of the Show. Share what you'll introduce there and/or any booth promotions, presentations and activities. While you're at it, inform the media by uploading a press release to the SEMA Show media site (semashow.com/press-release). An explicit invitation to attendees can go a long way toward drawing visitors to your exhibit. More details on Media Center best practices here.
   
• Considering a booth vehicle. Attendees are enthusiasts at heart and naturally gravitate to exciting builds. If a vehicle of your own is out of reach, consider supplying product to one or more of the Show's hundreds of feature vehicles. (QR codes at feature builds lead attendees to exhibitors on the Show floor.)
   
• Scheduling time for Show networking events, educational seminars and activations. For an industry manufacturer or service provider, these Show features can be valuable in trendspotting, surveying what the competition is up to, staff training and enrichment, and exchanging fresh ideas and insights for growth with peers.
   
• Regularly consulting the Exhibitor Services Manual (ESM). The ESM contains detailed answers to virtually every question that can arise about exhibiting, deadlines, policies and procedures--making it an essential tool for success and cost savings. Access it online at exhibitor.semashow.com.
   

Evolving With the Market

The Show is about more than exhibiting. By taking part in seminars and other Show activations, exhibitors can stay on top of the latest industry trends and innovations.

Along with the above "traditional" Show strategies, exhibitors will want to keep in mind the changing nature of trade shows in general, and the SEMA Show specifically. In today's trade-event landscape, attendees are often younger, more connected and more interaction-oriented than ever before. That shift is fueling a wave of innovation in how the SEMA Show engages and entertains Showgoers, simultaneously bringing new opportunities for exhibitors to excite attendees and market to a wider audience.

"From live builds in SEMA Central to experiential features and drifting exhibitions, this isn't your father's trade show," Gattuso quips. "Younger attendees don't want a B2B-only model. They want involvement, and we're increasingly bringing that to them through interactive experiences, SEMA Live, SEMA Show Friday--Open to the Public and other features."

"This interactivity is a vital business opportunity," adds Tompkins. "And it's pulling in a new class of storytellers and content creators who can extend your reach beyond your booth if you know how to tap into them and speak with an authentic voice."

A growing number of companies are learning to do just that, seeing the Show as a one-of-a-kind opportunity to generate both real-world buzz and digital impact around their booth activities. Many now time their product launches or vehicle unveilings for the Show, capitalizing on the massive reach the event delivers through social and traditional media. Content-creator (AKA "influencer") collaborations have also become a regular aspect of SEMA, along with brands doing their own live streamings and sharing of announcements, reels, clips and photos on social media.

"If you do it right, content gets created for you exponentially," observes Tompkins. "But whether you produce it yourself or let the Show do it for you, there's no better place to gather a year's worth of media assets."

"It's easy to think that digital campaigns are enough--and yes, you can invest in a paid media campaign with impressive reach--but it won't get you this audience," adds Gattuso. "SEMA attendees aren't passive scrollers. They're industry buyers, builders, creators and business owners who live and breathe automotive culture and eagerly share it online."

In other words, the SEMA Show remains a trade event where every exhibitor can easily stand out and grow their business. As Tompkins sums up, "The Show is a community that reflects the many facets and businesses of the aftermarket--including yours. If you come with well-set goals and a clear game plan for meeting them, people will find you, and all will fall into place. And why wouldn't you want to be a part of that?"

Don't wait to secure your 2025 SEMA Show badge. Qualified individuals can register for their place at the Show right now at semashow.com/register for just $75. And you don't want to wait—prices will go up before the event.

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.

By Juan Torres 

The SEMA Show Online Media Center is now available for exhibiting companies to upload 2025 SEMA Show-related press releases. Exhibitors can post Show-related press releases at semashow.com/press-release to generate excitement and awareness among attendees and media members and possibly be included in SEMA publications and promotions. 

With thousands of media covering the SEMA Show, the Online Media Center provides exhibiting companies opportunities to spotlight their products, make pre-Show announcements and direct media to their booths in the Las Vegas Convention Center, November 4-7.  

Here are a few press release submission tips:  

• Post early. Media run preview stories with deadlines beginning in July. 
• Use a strong, short headline that will catch the media's attention.  
• Keep the press release brief. Journalists want to know what the press release is about right from the beginning.  
• Include a photo; releases with photos are more likely to be used. Submit photos in a high-resolution (300-dpi) image format.
• When you upload a press release, make sure it's tagged correctly. Many editors use the site's search function to find relevant news. 
• Always include your booth number and contact information.  

To learn more about the Online Media Center, or other PR resources, like press conferences, available to SEMA Show exhibitors, contact pr@sema.org.  

Have other Show-related questions? Contact your SEMA Show sales representative at sales@sema.org, +1 909-396-0289 or semashow.com/contact. Still need booth space for the 2025 SEMA Show? Get started at SEMAShow.com/buyabooth.

By Ashley Reyes

The SEMA Businesswomen's Network (SBN) has named Riley Schlick-Trask, owner of Riley's Rebuilds LLC, as the network's newest #SheIsSEMA spotlight member. 

Get to know Schlick-Trask in her interview with SEMA News below. 

SEMA News: How many years have you been with your current company?  

Riley Schlick-Trask: Six years.  

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

RS: Managing a business from afar. I am in college 1,500 miles away from the garage. I run supplies, customer service and social media from here, while my 15-year-old brother runs the shop with four high-school girls. 

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

RS: I have been working in the garage since I was little. My first job in the industry was rebuilding carburetors. 

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

RS: My drive, tenacity and outgoing personality.  

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

RS: Being a young woman in the classic-car industry would seem like a minefield, but it is not. I have 100,000 grandfathers and followers who want to see me succeed. So, if I have a troll who pops up, they deal with it. My biggest accomplishment was being awarded the Jessi Combs Rising Star Award at the SEMA Show last year. I am overwhelmed with gratitude for the industry to have thought of me like this. 

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

RS: Bogi Lateiner, Ida Zetterstrom, Stacey David, Wayne Carini and my dad. My dad taught me how to do the work and how to talk to adults. All of my other mentors have helped me through this industry with advice and friendship. 

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

RS: "Yes and..." My dad taught me this. When you start out, your answer to (almost) every opportunity should be, "Yes, and what can I do to make your project, event, show, video, etc. better?" Even if "yes" is scary and you are nervous, say "yes" and then figure it out. 

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

RS: I have been in and out of the garage since I was small. When I got into the industry I was greeted by welcoming and supportive people who all love the car industry--that is what keeps me here. 

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

RS: My dad; he is the partner, supporter and truth-speaker in my 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

Tread Lightly! Renews Partnership With Ford Performance Racing School

Tread Lightly!, a Utah-based nonprofit dedicated to promoting responsible motorized recreation through education and stewardship programs, has renewed its partnership with the Ford Performance Racing School.

"We are thrilled to continue our relationship with the Ford Performance Racing School," said Evan Robins, Tread Lightly! assistant director-programs. "By incorporating Tread Lightly! ethics into its curriculum, the Ford Performance Racing School is directly supporting our mission to educate new owners on how to offroad responsibly."  

As an official partner of Tread Lightly!, Ford Performance Racing School will help to educate off-roading enthusiasts who attend its Raptor Assault and ST SUV Experience programs on the Tread Lightly! mission and the importance of responsible motorized recreation to keep outdoor spaces open, healthy and beautiful.

The Raptor Assault and ST SUV Experience programs include on-the-trail training and a classroom setting to demonstrate the performance capabilities of the Ford Raptor (F-150 and Ranger) or ST SUV (Explorer). These programs operate in controlled environments in Tooele, Utah; Park City, Utah; Concord, North Carolina; and Asheville, North Carolina. Participants will receive educational material and practical, hands-on experience to learn not only how to operate their vehicles on off-road terrain, but how to do it sustainably.

For more information, visit fordperformanceracingschool.com or treadlightly.org.

Yokohama Tire Releases New Educational Tire Safety Video Series

Yokohama Tire is launching five new videos to help consumers learn more about tire safety and maintenance.

The short videos are hosted by Christian Schauf, an avid off-roader/adventurer, who is also the founder and CEO of Uncharted Supply Company, a manufacturer of high-quality survival systems. The educational videos are being released in conjunction with the U.S. Tire Manufacturers Association's National Tire Safety Week initiative, which runs through July 4.

"The one- to two-minute videos clearly explain to consumers the importance of tire safety and care in an easy-to-understand format," said Alan Holtschneider, Yokohama's director of marketing.

Holtschneider said the video segments include understanding tire sizing information, uniform tire quality grade (UTQG), tire life and tire pressure.

The first video, on sidewalls (tire markings and warnings), is live on Instagram and new ones will continue to be posted each day throughout Tire Safety Week.

For more information, visit yokohamatire.com.

By SEMA News Editors

Racetech USA

RT4200HR Seat Variant

Racetech USA has announced a new model within its Racetech RT4200HR line of containment seats. Now available without the FIA homologation decal, this new model delivers a more cost-effective solution with a longer lifespan, intended for drag racing classes not requiring the use of FIA/SFI certified seats, the manufacturer said. The new RT4200HR variant maintains the same safety standards, specifications, construction and quality as the FIA-certified version. It is also eligible for NHRA contingency program payouts.

racetech-usa.com

Wilwood Disc Brakes

Aluminum 2-in. Drop ProSpindle Kit With Hub for Select Wilwood Brake Kits

Wilwood has released a new, precision-engineered 2-in. Drop-Front ProSpindle Hub kit. Based on the Mustang II-style spindle blueprint, the forged aluminum 2-in. drop-front spindle with hub provides a durable and safe method to improve handling and allows for a wide range of fitment on hot rods, street rods, kit cars, drag cars and other custom or competition vehicles, according to the manufacturer.

Features include a 2-in. drop lowering the front suspension, strengthened radial caliper mounts, precision-machined steel hub assembly with sealed unit wheel bearing and dual bolt patterns for five on 4.75-in. or 4.50-in. wheels. Includes a bolt-on steering arm for typical front-steer applications. The ProSpindle Hub kit is engineered to work with a complete series of new Wilwood brake kits using 12.19-in. to 15.00-in. rotors and four or six piston calipers.

wilwood.com

Releasing a new product? Contact editors@sema.org.

By Ashley Reyes

Automotive enthusiasts will be able to connect with leading hot-rod parts manufacturers to learn about new products, systems and installation best practices during the upcoming Hot Rod Industry Alliance (HRIA) Education Days.

Taking place at the National Street Rod Association (NSRA) Street Rod Nationals in Louisville, Kentucky, July 31­-August 1, the HRIA Education Days program will feature 12 educational seminars designed to advance the skills and knowledge of hot-rod professionals.

The seminars are an excellent opportunity for hot-rod professionals, builders and enthusiasts to ask questions, gain clarification on products and better understand how to streamline their hot-rod builds. All seminars are free to NSRA Street Rod Nationals attendees and registration is not required. See the full seminar schedule below (all times EDT).

Thursday, July 31
 

9:15 a.m. - 10:15 a.m., Room B102: Holley "100 Years of Carburetors"

10:30 a.m. – 11:30 a.m., Room B101: American Autowire "Tips to Choose the Correct Wiring for Your Project"

11:45 a.m. - 12:45 p.m., Room B101: Vintage Air "The Basics of Hot-Rod and Musclecar Air Conditioning"

1:00 p.m. – 2:00 p.m., Room B102: QA1 "Suspension 101 – How to Improve Your Ride"

2:15 p.m. - 3:15 p.m., Room B102: Holley Sniper "Fuel-Injection System and the Sniper 2!"

3:30 p.m. – 4:30 p.m., Room B102: Ididit "Steering Columns and So Much More!"

Friday, August 31
 

9:15 a.m. - 10:15 a.m., Room B101: Flaming River "New Products and Options in Steering"

10:30 a.m. – 11:30 a.m., Room B102: Speartech "Making Your LS LT Installation Simple"

11:45 a.m. - 12:45 p.m., Room B102: BluePrint Engines "New Products to Improve Your Hot Rod"

1:00 p.m. – 2:00 p.m., Room B102: Edelbrock Racing "Modern Supercharges and Reliable Horsepower"

2:15 p.m. - 3:15 p.m., Room B102: Wildwood "Brake System Basics"

3:30 p.m. - 4:30 p.m., Room B102: Holley MSD "Making a Hot Rod Safe and Reliable With the Right Ignition Products"

HRIA Happy Hour

HRIA will also host its open meeting and happy hour on July 30 from 3:30–5:00 p.m. EDT at Room B102. Open to current and prospective HRIA members, the meeting will feature an invaluable opportunity to network with other hot-rod businesses and learn about HRIA's initiatives and member benefits. Drinks and snacks will be provided.

With so much knowledge and expertise in one place, both the meeting and educational seminars are opportunities that hot-rod professionals can't afford to miss.

To learn more, visit sema.org/hria-education-days.

By SEMA News Editors

Kristy Lake has joined SEMA as vice president of human resources (HR), reporting to SEMA CEO Mike Spagnola. Lake will be based at the association's Diamond Bar, California, headquarters.

Lake brings deep expertise in organizational development, talent management and strategic HR leadership. She most recently served as director of HR at Ampure Charging Systems, Inc., a provider of electric vehicle and industrial charging solutions. Following Ampure's carve-out from Webasto Charging Systems, Lake built the company's HR department from the ground up, transforming it into a fully independent global function. She oversaw the development and implementation of key policies and infrastructure, including payroll, benefits, recruiting strategy and employee engagement programs. Lake also led the charge in defining the company's core values and driving cultural alignment as Ampure established its new identity. 

"We're excited to welcome Kristy to the SEMA leadership team," said Spagnola. "Her experience guiding organizations through transformative periods and building strong, values-driven cultures will be an incredible asset as we continue to grow and evolve in service to our members and the industry."

In her new role, Lake will oversee all facets of HR for SEMA and PRI, including strategic HR planning, talent acquisition and management, employee relations, compensation and benefits, compliance, performance management and organization development.

"I'm honored to join an organization with such a strong sense of purpose and community," said Lake. "Leadership is not a title. Leadership is a privilege to take care of people and influence a work environment where everyone can thrive. I look forward to partnering with the leadership team to support SEMA and PRI's mission by fostering an environment where employees feel valued, empowered, and inspired to do their best work."

A Michigan native, Lake holds both a Master of Science in training and development and a Bachelor of Science in human resource development from Oakland University in Rochester, Michigan.

By Cristian Gonzalez

SEMA Show attendees seeking to sharpen and tune their knowledge and skills within the industry should explore the many programs offered by SEMA Education. This Show feature comprises courses designed to develop new skills, inform industry members and foster business strategies in an engaging classroom setting at the Las Vegas Convention Center during Show Week. Most sessions are included with your SEMA Show registration at no extra cost, providing unmatched value for attendees seeking to expand their expertise. Not yet registered? Qualified individuals can register for their SEMA Show badge in just a few steps at semashow.com/register.

Understandably, some attendees may hesitate to leave the Show floor, but SEMA classes and seminars are worth their time in gold, and most are only an hour long, so you can get right back into the action. In addition, several educational experiences and activations can be found in key Show areas, so it's a good idea to check out the many options. SEMA Education runs a three-day schedule, from Tuesday, November 4, to Thursday, November 6. A full schedule and breakdown of all the tracks and sessions are available at SEMAShow.com/Education.

Additionally, for 2025, SEMA Education returns to its traditional venue in the North Hall, a centralized location easily accessed from any point at the convention center. "It's going to be a lot easier to get to than last year, and we want to encourage aftermarket attendees as well as exhibitors to come, learn something that can advance their professional and business growth, and leverage that content in the coming year," says Gary Vigil, SEMA senior manager of professional development, who heads the education program.

Previously, many SEMA courses came with a registration fee. However, "This year, Education is doing something different," says Vigil. "SEMA has always encouraged learning and self-advancement through education, so this year, we are making all sessions within our eight tracks free to encourage more attendees to take advantage of these educational opportunities."

SEMA Show Education courses keep attendees engaged through qualified instructors who interact with the class, along with hands-on technical sessions.

EDUCATION TRACKS

Each SEMA education session falls under one of eight tracks. These tracks categorize sessions according to subject matter, allowing attendees to more easily find programs that fit their interests. Take a look and see which tracks catch your attention to begin planning your Show education schedule.

• Aftermarket Updates and Future Trends: An abbreviated track with two thought-provoking sessions, this category offers a fast way to learn about the current state of the specialty-equipment market and the long-/short-term impacts of top trends. If you want to give yourself the intellectual tools to understand the automotive aftermarket and see where your business can be affected by future changes, these sessions should not be missed.
• Emerging and Executive Leadership: Sessions under this track heading cater to current and emerging industry leaders. Returning this year to assist is the Dale Carnegie organization, which will teach attendees how to listen and communicate to a workforce encompassing differing generations. Also, the SEMA Women's Leadership Symposium returns this year with a new format "designed to empower leaders with the skills, mindset and strategies needed to drive exceptional performance within their teams and organizations." Explore these and other leadership-development courses offered under this track.
• Inside the Shop: Trucks, hot rods, off-road vehicles, tires and wheels--whatever you work on, this track is all about what goes on in your shop. In these sessions, panels of technicians, shop managers and builders discuss current trends and challenges you might be contending with in your shop. (Also, be prepared to see big names announced for these panels soon.)
• Legislative and Regulatory: The Trump Administration has shaken up the California Air Resources Board's (CARB) and the Environmental Protection Agency's (EPA) approach to regulating automotive emissions. These track sessions aim to clarify changes and misconceptions in emissions compliance under a Trump presidency. Discover how to manage risks, ensure compliance and drive business success by hearing from experts from all sides: manufacturers, distributors, retailers and regulators.
• Sales and Marketing: This track features some of the Show's most popular education sessions, focused on advancing your business through targeted social-media strategies. Learn how to engage your audience using platforms like Instagram, YouTube and Facebook, and gain insights from top industry sales and marketing experts. Whether you're looking to generate buzz for your brand or build a marketing plan for your repair shop, there's a session for you.
• Small Business Strategy: Find hacks and tools to help you grow your small business with these track programs aimed at small mom-and-pop shops and up-and-coming companies alike. Learn how to leverage AI, cloud computing and entrepreneurial operating systems (EOS), or how to run a functional family business while avoiding a feud. SEMA is always seeking to help small businesses take the next step. With 12 sessions available, this is the most comprehensive track in the SEMA Education program and something every small-business owner should consider leveraging.
• Talent Management: Just as skills and knowledge evolve with the market, so does SEMA Education. Last year, courses under this header were highly popular with attendees, who voiced that they would like to see even more topics. Vigil says the team is always listening to such feedback, and is happy to build on the clear appeal of the talent-management track. "These sessions focus on hiring and retaining young talent in the automotive industry through training, management and motivation," Vigil explains. "It's all about turning your team into a well-run machine."
• Vehicle Technology: Vehicle technology is becoming increasingly complex, making it tricky to repair, upgrade or modify consumer vehicles. These sessions aim to help aftermarket players stay up to date on the latest changes in advanced fuels and powertrains, suspension technology, and even advanced driver assistance systems (ADAS).

SEMA Show Education sessions are content-heavy, so savvy attendees are sure to bring a notepad. 

PARTNERED PROGRAMS

SEMA Education also features tracks in partnership with third-party entities, adding more supporting sessions to the program. These outside organizations include the Inter-Industry Conference on Auto Collision Repair (I-CAR), Tire Industry Association (TIA) and the Society of Collision Repair Specialists (SCRS)--all of which broaden the range of the Show's specialized courses.

I-CAR will host hands-on MIG welding courses, as well as courses on safety protocols for working on electric vehicles with high-voltage systems. Additionally, with ADAS becoming more prevalent in modern vehicles, modifying or repairing these newer cars often require correctly working with ADAS hardware.

"This training is essential for technicians who want to ensure ADAS-equipped vehicles are repaired accurately, enhancing vehicle safety and restoring critical functions. You'll leave with practical strategies to diagnose and correct ADAS calibration failures while ensuring compliance with OEM guidelines," according to I-CAR.

You can also take advantage of I-CAR's two-course bundles to save on registration fees. 

Meanwhile, Show attendees in the wheel and tire industry will find great value in any of the TIA courses. Not only is TIA offering technical programs, but the organization is also leading courses that can help tire retailers protect themselves from liability with a 10-step defense outline in the event of customer lawsuits. TIA seminars also will teach attendees how to navigate the current employment market and retain talent in the tire segment.

SCRS's programs are densely packed with materials for anyone in the collision repair industry, especially if you're trying to put your business on a path of maximum efficiency, gain an online presence, view incoming trends and technologies and so much more. Register for SCRS sessions or purchase an SCRS full-series pass before September 26 for significant savings.

Don't wait to secure your 2025 SEMA Show badge. Qualified individuals can register for their place at the Show right now at semashow.com/register for just $75. And you don't want to wait—prices will go up before the event.

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.