THE 2024 SEMA SHOW KEYNOTE SPEAKER SHARES HIS TAKES ON EXPLORATION, RISK-TAKING AND ADVENTURING OFF THE BEATEN PATH

BY SEMA MAGAZINE EDITORS

Bear Grylls, host of "Man vs. Wild," "Running Wild With Bear Grylls" and "You vs. Wild," will deliver a keynote address at the 2024 SEMA Show as part of the trade-only event's professional-development experience.

Taking place November 5–8 in Las Vegas, the SEMA Show will feature Grylls, a renowned survival expert, writer and adventurer, on the SEMA Main Stage, where he will talk about the things that have shaped him and the lessons he's learned along the way. Grylls' keynote address, entitled "The Power of Resilience—Never Give Up, Featuring Bear Grylls," will take place at 2:00 p.m. on Thursday, November 7 in the West Hall.

The adventurer's speech is part of a comprehensive SEMA Show Education program that focuses on leadership and year-round skill development. Through his keynote, Grylls will guide the audience on a journey to understand how to overcome hurdles and adversity and to learn from failures. His stories of resilience, courage and never giving up will inspire, uplift and empower the audience to face their own challenges.

"The 2024 SEMA Show Education Program will feature iconic personalities in the automotive industry, thought leaders and entertainers sharing fresh perspectives and innovative ideas and strategies," said SEMA Trade Show Director Andy Tompkins. "We are committed to ensuring that participation in the SEMA Show is easy, affordable, inspiring and provides the greatest return on investment." To learn more or to register to attend the 2024 SEMA Show, visit semashow.com.

>>Grylls' SEMA Show talk will touch on the life skills he's learned--and their potential impact on any endeavor.

SEMA Magazine: As one of the most recognized faces of survival and outdoor adventure, what would be your advice to parents to encourage children to want to spend more time outdoors?

Bear Grylls: I think doing stuff together is key. And keeping it simple. Even a walk in the park or cycle ride can show children that there's so much more to life than computers and TV screens. It's so important to instill in kids from an early age that adventure can be for everyone and that you don't need to tackle Everest to find fun and empowerment in the great outdoors. Adventure builds confidence, and I see that time after time through the scouts and through our TV shows. Adventure is a state of mind that dictates how we live our lives.

SM: Raising three boys on a remote island must have provided some fantastic opportunities for outdoor play and learning. What have been some of your highlights of island living?

BG: We have been so lucky to live on a pretty wild part of the world in North Wales on this little island off the coast in the United Kingdom. Life on the island is pretty simple. That's the appeal for me. Highlights for me are barefoot walks in the rain, outdoor military-style workouts (see bemilitaryfit. com) and swims in the sea. Or maybe when we get cozy when a storm comes over and we have a movie night. Generally, life is pretty physical though on the island. Even going to the mainland to get supplies involves a hill, a quad bike, a row boat, a RIB (which is a rigid inflatable boat), a hike and then the reverse process. But done together it's an adventure.

SM: Known for pushing yourself to the limits both mentally and physically, what would you say has been one of the biggest challenges you've accomplished and what helped you persevere through?

BG: I think passing Special Air Service selection at a pretty young age was one of the biggest challenges for me looking back. It was a brutal few months, but it gave me friends for life, skills for life and a confidence that I maybe didn't have beforehand. One of the biggest setbacks, though, in my life was after I had a parachute failure when I was in the military. I had a freefall accident in Southern Africa, and a canopy failed. I broke my back in three places. I had to spend 12 months in and out of rehabilitation in back braces. That time in hospital taught me the simple lesson that life is fragile and that if we are lucky enough to survive and have a lucky escape, then we have a duty to try to get back up and grab life with both hands. Gratitude and humility are hardwon lessons, but the wild teaches them in spades over time. SM: Has your approach to risk changed since becoming a parent?

BG: There has obviously been a significant amount of risk involved in my life and in my job, and I have had quite a few close calls over the years. But those moments have taught me so much about what it really takes to stay alive in crisis times. To not be afraid of taking calculated risks. Because struggle and risk develops our strength. But you've also got to be smart; you only get it wrong once. Since having kids, I've grown smarter with risk taking, and I have developed a good instinct of what is safe to do and what is not. I really try and listen to that voice.I also know that the wild and life rewards commitment and that once you commit to something then the way often opens before you.

SM: You have spoken about the importance of setting goals. How has that practice shaped the choices you have made in your career and life in general?

BG: I think as humans we are at our best when we have a goal. I have always tried to live like this with clear goals and targets to aim for. I have failed so many times in my life, and that's okay. In fact, it's key. Life is all about that spirit of endeavor and never giving up. That mindset has become a way of life for me nowadays—to give your best and not be scared to fail.

SM: What was your very first car? What do you remember most about it?

BG: My very first car was a Black London Cab that I bought for a thousand bucks and still own to this day. It had a mattress in the back so I could also sleep in it. We still use it quite a bit for fun as a family together—for fun afternoons in the beautiful English countryside, maybe going for a picnic and a hike. The cab used to break down almost daily in the old days, and it's a miracle I found a girl that tolerated it, but it's part of our story and we are still married to this day. So, it worked!

SM: How have off-road vehicles helped support your adventures and career?

BG: Off-road vehicles have played such a fundamental part to all my adventures over the years. They have been the unsung hero to many expeditions bringing in supplies such as camera gear and having emergency gear on standby. Over the years, I have learnt it's important to have trusted vehicles cars and great tires! Having off-road vehicles alongside us on my adventures has allowed us access to endless remote locations. I see them as facilitators which allow you to explore trails, landscapes and regions that are often far off the beaten path.

SM: We assume that modified vehicles with off-road capabilities appeal to you most. Is that accurate? BG: Off-road vehicles to me mean access to adventure and modifications are a way you can personalize it and make those adventures your own. Whether it's extended towlines or wider inflatable tires for swamps and water—with good modifications you are limited only by your imagination.

SM: What do you think is the biggest opportunity the automotive aftermarket can capitalize on? BG: Adventure and the outdoors never go out of fashion—and more and more families want safe, accessible, fun outdoor experiences but to be able to carry enough supplies for those adventures.

NEVER CONTENT WITH STANDING STILL, MOBILE-ELECTRONICS SUPPLIERS ARE ENHANCING THE DRIVING EXPERIENCE IN EVER SMARTER WAYS

In an era where safety, enjoyment and connectivity are paramount, the mobile-electronics market is booming with new ideas. From new takes on car audio equipment to telematics-enabled control devices and AI-enhanced driver assistance technologies, industry companies are leading the charge in creating fresh innovations to keep consumers safer, more smartly informed and enjoyably entertained on the road.

"Innovation is thriving across the mobile-electronics and technology markets, particularly in response to the increasing number of electric vehicles (EVs) on the road," affirms Phil Meada, president of Rydeen Mobile Electronics, a maker of backup cameras, monitors

and other video safety solutions. "Our industry is adapting by developing products tailored for these vehicles, ensuring seamless integration and offering customers the opportunity to further enhance their driving experience. As customers seek differentiation, there's a continuous push for unique upgrades and sensible solutions to meet their evolving needs." SEMA market research segments the mobileelectronics sector into several popular categories for the aftermarket. These include sound systems and audio accessories, alarms and security products, navigation systems, mobile television and video cameras, wireless and smartphone integration products, and driver-assistance system

SONIC PERFECTION

Of these, sound systems and audio accessories remain the bread and butter of the aftermarket mobile-electronics sector, garnering $1.11 billion in sales in 2023. Although that's down somewhat from the $1.12-billion mark of 2022, it still represents significant growth since 2020 when sales clocked in at $1.06 billion. (This number is even more impressive when you consider that only 38% of manufacturers reported sales growth last year.) Popular products within the segment include satellite radio add-ons; in-dash stereo systems; speakers, subwoofers amplifiers; and the like.

It will come as no surprise that the dominant sales channels for this segment are specialty retailers/ installers (both physical and online) and online-only general retailers. However, vehicle dealerships and general-retail chains are also favored purchase points. When ordered online, 48% of purchasers have items shipped to their homes, while just 20% opt for in-store pickup/installation. When ordered in-store, 38% of consumers tackle installation themselves.

But even though the segment is strong as ever, it is undergoing a pronounced transformation. While dropping in a new stereo dash unit was all the rage several decades ago, today's OEM factory head units have made such upgrades virtually obsolete in newer vehicles.

That said, when a new receiver unit is called for, car audio manufacturers are delivering technologically advanced products designed to enhance both safety and entertainment. Take for example Pioneer, which offers receivers "tailored for today's smartphone- centric lifestyle" with touchscreen display, voice activation and video camera monitoring.

The company also makes iDatalink Maestro interface modules that allow consumers to replace the audio-receiver units in many late-model vehicles while preserving the climate controls and other convenience features contained in the OE units.

"We are unveiling groundbreaking features and technology to enhance the seamless usability of CarPlay and Android Auto," says Sam Paek, Pioneer Electronics director of marketing. "Our primary goal is to elevate safety and address major pain points while creating the ultimate ease of use. Traditionally, these benefits have been featured within our high-end units, but now they are available in mid-level ones as well, offering unique features and functionalities not yet available in the market."

Paek added that the company is "ready to turn up the volume with our exceptional selection of speakers" at the upcoming SEMA Show, November 5–8, in Las Vegas. The Pioneer exhibit will include a special project vehicle by "a renowned custom builder" alongside a surprise demo truck demonstrating a full array of sound products. "It's time to bring our speakers out of the shadows and into the spotlight where they belong," he emphasized. "We're confident that everyone will recognize Pioneer not only as a leader in head units but also as a powerhouse in speaker technology."

Even so, with ever more sophisticated OEM head units to contend with, the aftermarket has found amplifiers and speakers to be a niche where, according to Deal, companies like KICKER can especially shine.

That situation is especially complicated by the advent of EVs and related technologies. "You have to pay attention to every last drop of current available in the car," he says. "Everything there impacts how far that car can go before it needs to get plugged back in."

Fortunately, the market boasts plenty of smart installers and integrators who are quickly building a knowledge base across a full range of vehicle makes and platforms. "A lot of them are dealers and they help and educate us and our R&D team as well. It's not an overnight solution—it takes time," Deal observes.

"Adding to that challenge, you now have vehicles where the audio system is part of the acoustic signature inside the vehicle cab… With variable cylinder management, cruising down the highway you're operating on three cylinders even though you've got a sixer under the hood. The audio system kicks in the difference," he explains. "Imagine a 500-watt amplifier on that. Suddenly, the driver goes, 'Wait a minute, why is my stereo making this weird sound.'"

Problems like these have driven audio companies more deeply into research and development—creating gear that can integrate smartly and seamlessly with today's vehicles—and then educating installers in the field on the best approach for any given vehicle model. "And that's a really daunting task," adds Deal, who nevertheless characterizes the market as doing "surprisingly well."

"The beauty of our marketplace, as opposed to some other industries, is we're in the business of selling something nobody needs. We sell entertainment. And the wonderful thing about music is people love their music and they will go to great lengths to get their music."

"Nobody owns the market today, which is a good thing because that means competition is fierce and healthy," notes Deal. "The retailer is now having to do a paradigm shift of not necessarily working on automobiles every day," but a 4x4 may as well be considered as much. "When you finish outfitting it, you got a $50,000 'car' sitting there."

"It's pretty much a clean slate," Deal continues. "It's wide open for head units, amplifiers, speakers, light bars, communication systems—you name it, you're seeing it."

SAFETY AND CONNECTION

Of course, while sound and audio accessories represent a big slice of the mobile-electronics pie, there are a variety of other product segments vying for consumer dollars. According to SEMA market research, sales in alarms and security products have remained stable the past few years at $0.87 billion, with driver-assistance systems following close behind at $0.78 billion. The markets for navigation systems, mobile television and video cameras, and wireless and smartphone integration products are sized at just under $0.50 billion each.

Like their audio-equipment counterparts, products in all these segments are becoming ever more sophisticated as manufacturers tap into emerging technologies—including artificial intelligence (AI) and telematics—to enhance their capabilities.

"Our biggest category is what we refer to as our remote-start security and telematics [lines]," says Seth Halstead, director of marketing at VOXX Electronics. A major player in the industry, VOXX is the parent company of close to 30 brands encompassing nearly everything from alarms to in-vehicle entertainment. Viper, Pursuit and Prestige are among its best-known brand names offering keyless entry, security and remote-start features.

For these and other products—including its rear-seat entertainment units—the company has leveraged telematics, enabling its devices or a smartphone to control and monitor car alarms, locks, ignition, cameras and other vehicle operations, including what the kids can watch on their backseat video screens.

"Telematics is something that provides a really unique opportunity," notes Halstead. "It can provide geofencing alerts when you go outside of a specific zone. It can do core functions like locking and unlocking your doors, notifying you when there's been a breach on the vehicle itself, remote starting the vehicle, and so much more."

Meanwhile, with today's consumers increasingly embracing such safety standards as rear and sideview cameras, blindspot and cross-traffic detection and more on their newer cars and trucks, a thriving aftermarket has rushed in to bring these features to older and lesser-equipped vehicles.

>>Left: SEMA's FutureTech Studio debuted at the 2023 Show and was an immediate hit with attendees eager to explore the wide range of emerging technologies transforming the aftermarket.

>>Right: Scorpion EV's Shelby Cobra replica conversion captured the Show's first-ever Best Engineered Vehicle award. Pictured are Scorpion CEO Bill Cardoso, who engineered the Venom conversion kit, and Scorpion Vice President of Business Development Karen Salvaggio.

"Obviously everyone nowadays is focusing on powertrains and emissions and the continued viability of internal combustion engines [ICEs] in the coming decades," observes Andy Tompkins, SEMA trade show director. "But the industry is already feeling the impact of other trends as well, from new manufacturing techniques and materials to telematics and autonomous vehicles. While these present challenges to industry businesses, they also promise new opportunities. On a macro level, all this is reflected throughout the SEMA Show floor, but the FutureTech Studio condenses them all in one place for discovery, discussion and understanding."

ALL-INCLUSIVE INNOVATION

In a turn of serendipity, the FutureTech Studio itself has evolved from a prior Show section, SEMA Electrified, which until 2023 highlighted battery electric vehicles (BEVs) and the developing infrastructure around them. The section was well received, but it also was becoming clear that today's aftermarket must keep pace with an ever-broadening array of alternative-propulsion scenarios. The industry is currently seeing tremendous leaps in cleaner fuels and engines, not to mention highly innovative approaches to car building that shave weight, speed production, and improve engine and vehicle performance.

"We wanted to shine a light on all the automotive industry's emerging technologies and demonstrate the inclusivity of everything the market offers," explains SEMA Director of Vehicle Technology Luis Morales, who curates the exhibit space. "In addition to renaming the section the SEMA FutureTech Studio, we greatly expanded the former SEMA Electrified section's content and its footprint on the Show floor. We also reserved a number of booths around the space for exhibitor companies developing and supplying products and tools related to future-focused technologies."

Morales says it's "been interesting and fun rebranding the space." For him, it's exciting to see all the research and creative thinking at play as legacy companies and bold new startups alike develop products and solutions for entirely new markets.

"The FutureTech Studio is now the heart of the SEMA Show's EV and Future Propulsion section," he says, adding that the rebranding also better reflects SEMA's all-inclusive position on clean propulsion. "We embrace battery electric, we understand it, and we want it to be a part of our Show; but we want to showcase it alongside other emerging forms of vehicle propulsion, like synthetic fuels, ethanol, natural gas, hydrogen and more."

In keeping with that philosophy, last year's exhibits encompassed a Toyota of North America/ Kenworth commercial truck cab powered by hydrogen fuel-cell technology, hydrogen and compressed natural gas (CNG) engines, hybrids and synthetic fuel options, and ethanol conversion kits. In all, the FutureTech Studio occupied more than 22,000 sq. ft. and featured 50 displays addressing the latest powertrain and component trends, along with 29 vehicles representing a wide range of applications. There was even a solar-panel-equipped, fully electrified Lightship RV trailer that grabbed attendees with its futuristic design and versatility.

Morales promises that similar innovations will again be showcased this year through exciting vehicle builds, product displays and a variety of demonstrations right on the Show floor.

"We'll have representations of what's happening on the OEM side as well as the aftermarket side," he notes. Plus, attendees can also look forward to a few thought-provoking features that "rattle the cage" as well.

"Last year, we had people coming in from 2022 expecting our area to be all BEVs, like SEMA Electrified was, and asking, 'Why are all these ICE vehicles here?' But whether it's electrification or advanced fuels and powertrains, it's important for us to share all the technologies that are emerging, including

new manufacturing materials and methods, as well as ever more complex onboard systems. "We want to make sure that our industry is aware of all these different tools and resources," Morales continues. "Maybe the folks using them today are OEMs and tier ones, and those resources may not be available to me as a business this year or next. But in three or four years down the road, they might be something that applies to my product development."

In fact, Morales believes Show attendees have much to gain from exploring the range of invention taking place. At the very least it will help them future-proof their current businesses—and may even spark new ideas for growth.

"I would say a large percentage of SEMA members are all making products for internal combustion engines and a small percentage are making them purely for battery electric vehicles," he explains. "There are some universals that carry over to both vehicle types, but looking at the powertrain alone, you have this big gap between the two. Still, there's a lot of innovation that can be had with ICE. What's special about the technology that they're developing right now? How is it going to impact the industry? And what does it mean for the aftermarket? Seeing and understanding all this can help our industry evolve and continue to make products that push the market forward."

SPARKING NEW BUSINESS IDEAS

Alex Parker, president of Redline Detection, is among those already finding opportunity in the rapidly developing electric vehicle (EV) space. Last year Redline leveraged the FutureTech Studio to debut its new Battery + Coolant Leak Detector that connects to an EV's battery enclosure. The detector gives audible and visual pass/fail leakage alerts tailored to each battery and vehicle type. The product is designed to protect vehicle shops, workers and their customers from the catastrophic risks of compromised EV batteries.

"Our approach [to the EV space] is not an 'either/ or.' EVs are just one more innovation that we need to learn how to work on," Parker explains. "My company has been a leader in diagnostic leak detection in naturally aspirated and boosted high-pressure diagnostics both on the OEM side and in the aftermarket. We reached a point that we had to make a decision about when to invest in developing EV diagnostic technology."

In Parker's view, why wouldn't any aftermarket business want to try to meet the challenges of a new and growing market? "Quite honestly, it was a little scary because we weren't sure the market was there," she admits, "but I really believe that people in our industry are innovators at heart." As it turns out, Redline's entry into the market did indeed find a receptive audience at last year's Show. Another rapidly growing area of opportunity for the aftermarket is EV conversions, with multiple brands now offering specialized kits and components for builders.

"Over the past several years, there's been exponential growth in this market," Morales points out. "What started several years back as finding a wrecked Tesla or Nissan Leaf and salvaging and fitting their powertrain components into a classic vehicle has morphed into companies offering full turnkey solutions."

This means that builders, customizers and even hobbyists can now purchase entire conversion packages consisting of electric motors, batteries and battery management systems, controls, wiring and other essentials.

>>Exhibitor booths adjoining the FutureTech Studio showcased a broad array of new-tech products, from EV conversion kits to fuel alternatives. Advances in manufacturing technologies were also among the mix.

In fact, Scorpion's less-than-90-min. Venom conversion of a Factory Five Shelby Cobra replica on the Show floor so wowed the crowd and Show officials that the car won the SEMA's first-ever Best Engineered Vehicle award.

"Venom is a sealed, contained plug-and-play system. There's no high-voltage wiring to play with," explained Scorpion EV Vice President of Business Development Karen Salvaggio after the demonstration. "You just literally pull your internal combustion engine out and drop this in. If you don't want to lose your stick shift, it will run with the standard transmission."

A ONE-STOP PLACE OF LEARNING

In addition to showcasing live EV conversions on the Show floor, this year's FutureTech Studio will again include an education stage with speakers and seminars probing a multitude of topics.

"We're bringing in a lot of experts who were previously part of the closed-door education at the Show, and many of them will complement our booth exhibits," says Morales. "Moderated sessions will discuss all sorts of emerging technologies and how they're moving the automotive industry forward, specifically from an aftermarket perspective. I really enjoy it when we can connect education with the displays and demonstrations in the section. It helps attendees put one and one together."

More importantly, Morales sees the FutureTech Studio as a way to excite traditional SEMA Show attendees while cementing the Show's position at the leading edge of automotive trends. The studio's exhibits also underscore SEMA's commitment to protecting the right to modify vehicles—even today's increasingly complex and computerized platforms. The studio also demonstrates the significant commitment and pioneering strides the

"We'll have classic and late-model cars and trucks with lots of interesting accessories and individual components—last year we even had e-bikes," he says. "We're taking bits from every Show section— hot rods, wheels and tires, off-road, highperformance— and combining them in one place with revolutionary technologies. We design the area to advance an attendee's understanding, introduce them to multiple vehicle applications, and make it easy to talk with vendors and share ideas."

CONNECTING EXHIBITORS AND ATTENDEES

Lightship RV Co-Founder Ben Parker said that spirit of collaboration was an unexpected, added benefit last year when his company signed up to exhibit its fully electric, solar-charged trailer. Parker and his startup partner Toby Kraus left Tesla hoping to revolutionize the overlanding space. The result of their collaboration is the L1 tow trailer. Energized by rooftop solar panels, the unit also features an electric motor that can sync with an EV truck to reduce drag, extending the toy hauler's range. In a pinch, the trailer can also recharge an EV or even power a small home. The trailer generated a lot of interest and valuable feedback from Show attendees, and Parker found his discussions and sharing of ideas with other exhibitors especially helpful.

"We've been to other shows for our market, but [the SEMA Show] is the biggest and a dream come true for us to be here with our RV," he explained at the time. With plans to start production and go to market within a year, "being at the SEMA Show now is a huge deal for us."

Meanwhile, Chad Hrencecin of Electrified Garage was among the numerous buyers checking out the section in 2023 and was enthused to find several innovations for his Ocala, Florida-based EV repair operation. "A lot of people are realizing [EV and alternate fuels] are not going away. We've been working with Legacy EV, Torque Trends and a lot of companies that are here to make new conversions and one-off projects," he explained. A self-described "off-roader guy," he was especially impressed by an EV-conversion sand rail featuring a VW off-road chassis. "I haven't seen anything like that before," he emphasized.

This is exactly the sort of impact Morales hopes the FutureTech Studio will have on 2024 SEMA Show exhibitors and attendees.

"Our goal with this space is to facilitate networking and education," he sums up. "Again, we want to give attendees a concentrated space to explore our industry's future. We want them to walk away feeling inspired by what they see. Maybe even say, 'Wow, I learned something and can see my business doing that.' That's what drives us forward."

EXCLUSIVE LOUNGE AT THE 2024 SEMA SHOW

At the 2024 SEMA Show, SEMA PAC members will enjoy an exclusive lounge and meeting space. This space provides a haven for PAC members to relax, network and discuss industry trends with peers, executives and even celebrities. The lounge offers a catered lunch—ensuring members can recharge and continue their productive days at the Show. This unique benefit enhances the Show experience and reinforces the sense of community and shared purpose among PAC members. Not attending the SEMA Show this year? PAC members receive exclusive offers for VIP experiences at industry events year-round!

JOIN US IN MAKING A DIFFERENCE

The SEMA PAC is more than just a political action committee—it is a vital part of our industry's advocacy efforts. By supporting the PAC, you are investing in the future of the automotive specialty- equipment and motorsports industries. Your contributions help ensure we can continue fighting for legislation that supports our community and drives economic growth. For more information on contributing and taking advantage of the exclusive benefits available to PAC members, contact PAC Manager Alicia Steger at 202-796-2252 or semapac@sema.org. Space is limited!

Far from being "tire kickers," content creators play a crucial role at the Show, and are a net plus for exhibitors.

MAKE THE SHOW WORK FOR YOU

As SEMA Trade Show Director Andy Tompkins explains, "Connecting with the media is one of the primary benefits of exhibiting at the SEMA Show. Each year, the Show attracts thousands of global media representatives from trade, mainstream and new-media outlets. In recent years, we've focused on the influencer community, ensuring they have access to the SEMA Show."

Tompkins understands that the Show draws media representatives from around the globe who are eager to report on the latest products, technologies and trends. "On-site, we offer a range of services through a dedicated Media Center, free registration and customer support to help media professionals connect with the stories of the Show," he notes.

For exhibitors, participating in the Show is a rare opportunity to share their stories with diverse media outlets. From submitting products to the New Products Showcase to hosting press conferences at the Media Center, there are ample opportunities to get your message across.

>>Today's fragmented media landscape has ushered in a new wave of content creators, where even a single individual can reach millions.

TURNING INFLUENCE INTO SALES

Ravi Dolwani, founder of CSF Race, a leading manufacturer of performance cooling systems, knows how to leverage these opportunities. Since starting his company in 2009 and exhibiting at the Show soon after, Dolwani has seen the impact influencers can have on his business, shaping how CSF allocates its marketing budget.

"Instead of spending $2,000 to $5,000 on a magazine ad, we now consider if that money is better spent working with an influencer or content creator," he says. "Working with influencers can also drive traffic to events like SEMA, especially if we can get them to our booth for autograph sessions or interviews." Year after year, CSF's SEMA Show booth draws crowds and, just as importantly, garners earned media that broadens the brand's reach. CSF builds excitement by showcasing influencer-built feature vehicles that highlight the company's products. One standout moment came in 2022 with the debut of the Stanceworks Ferrari—a time-attack 308 GTBi powered by an inline four-cylinder Honda engine. With nearly a million followers, Stanceworks generated significant anticipation before the Show even began, and the debut led to a wave of media coverage.

>>For exhibitors, participating in the SEMA Show is a rare opportunity to share their stories with diverse media outlets.

>>The SBN Women's Leadership Forum in Austin, Texas, combined education and networking to advance personal development and leadership skills among industry women.

Such outreaches are in SEMA's DNA. As far back as the '90s, the association presented a program known as the SEMA Experience, which consisted of a series of events featuring seminars and panel discussions on industry-related topics as well as after-hours networking. Featured presentations, sponsored at various times by Chevrolet/Geo and Ford Motor Company, also centered on new-business opportunities for member companies to collaborate with the OEMs on their then-current accessory programs.

In addition, SEMA's industry communities, led by its councils and networks, have long provided niche-specific opportunities for education, networking, career and business advancement in Las Vegas, regionally and, increasingly, online. SEMA sees these initiatives as investments in the industry's future, and has continued to evolve the programs to meet the changing needs of SEMA members and the various markets they represent. The following is a brief look at some current and successful programs that SEMA members can tap into.

As a trade association, SEMA's communities encompass nine councils and networks, each representing an industry segment or demographic. Somewhat analogous to a task force, each council or network is comprised of volunteers—business professionals who draw on the collective knowledge of their respective members to tackle issues of common interest and concern, and create strategies and programs that meet their specific members' needs. Two recently successful educational events offered by the SEMA Businesswomen's Network (SBN) and the SEMA Future Leaders Network (FLN) stand out as prime examples of SEMA members expressed interest in professional-development programs.

EMPOWERING AND ELEVATING WOMEN

SBN has been advancing women's professional careers through networking, mentoring and education for three decades. From Gear-Up Girl gatherings, awards recognition and member spotlights to special events, SBN-powered sessions at the SEMA Show and All-Female Builds, the accomplishments rack up. But SBN's roots trace to the mid-'80s—a time when men had the inside track on opportunities to build personal and professional connections. As few such opportunities existed for women, a small coterie of female leaders helped establish the Professional Women's League, which evolved into SBN in 1993. The group now boasts membership of more than 500 women.

Despite some headway, women still face workplace challenges in what remains a predominately male industry. To help women progress in their careers and hone leadership skills, SBN debuted its Women's Leadership Forum in 2022. With the express goal of bringing industry women together in an intimate and relaxed environment, the forum enables participants to focus on personal development, mentoring and leadership through a series of high-powered keynotes, panel discussions, breakout sessions and informal networking activities.

Held in March in Austin, Texas, the theme of this year's forum was "EVOLVE: Advancing the Future of Women in Leadership." Among the topics: "The New Leadership Challenge: Advancing Women's Leadership," "Walking the Glass Floor: Seven Essential Qualities of Women who Lead" and "Women in Leadership: Lifting up the Next Generation of Women in Leadership." Two networking events—a cocktail reception and a dinner—gave participants and speakers a welcome opportunity to wind down and get acquainted.

"It was a great event," declared SEMA Council Director Nicole Bradle. "We experienced 46% growth this year. It's huge to grow that much in one year. The forum offers a safe space for women to come together. When you do that in a welcoming environment where women let down their walls and build relationships with other women, it's very rewarding to see."

SBN Chair Sara Morosan agreed. "We pushed really hard to publicize and increase awareness of the forum, so we were excited to see more women attend." To carry their message forward, SBN utilized last year's Show as a platform to present a four-hour-long women's symposium, she added.

"We held the symposium at the Show to encourage women to attend this year's leadership forum," said Morosan. "The program offered highlights to show how women in the aftermarket can advance their careers. That's what SBN and the Women's Leadership Forum are all about."

For Kelli Gallagher, president of Dee Zee, the leadership forum has been a rewarding experience. Having attended the event since 2022, it presented the chance not only for her own personal enrichment, but to bring other female employees along as well. The women, five of whom attended in 2023 and seven this year, represented a cross section of Dee Zee's workforce, from the production floor to quality-control and human resources.

"Dee Zee has been a member of SEMA for more than 40 years, but I had not gotten deeply involved. I felt it was time," said Gallagher. "I chose SBN as the area to dive in and get involved.

"The Women's Leadership Forum offered a good opportunity to take my female leaders out of the day-to-day environment and give them the educational aspect to enhance their leadership skills and an opportunity to meet other women in the industry. It's been a good experience and something my team has benefited from. I look forward to the event continuing."

For SBN members, there's good news. Next year's forum will head to the East Coast, with future events slated for a more central locale and California. "We're excited to move the forum to different locations," said Morosan. "We want women in other parts of the country to enjoy the same opportunities."

CULTIVATING YOUNG TALENT

In 1989, the industry recognized the need to nurture aspiring young professionals to help perpetuate the growth and success of the aftermarket industry. And thus, the Young Executives Network (YEN) was born.

In the ensuing years, YEN provided members with networking opportunities with colleagues and influential industry leaders to listen, learn and develop skills to pursue a higher level of professionalism.

In 2022, YEN was rebranded the Future Leaders Network. The new name more accurately reflects the group's membership. The nearly 1,200 members—39 years of age or younger—hold positions throughout the industry, from entry-level staff and trade workers to managers, executives and business owners.

Committed to helping aspiring leaders sharpen their professional and personal skill sets, FLN teamed with world-renowned Dale Carnegie Training to present a leadership training course. The Professional Development Program (PDP) debuted in 2022.

The two-day event is open exclusively to FLN members employed by a SEMA-member company. Attendance is capped at 25 participants. This year's program was held at the SEMA Garage in Detroit in mid-May.

Under the guidance of an experienced Dale Carnegie trainer, attendees were coached on how to enhance communication skills, express confidence in business settings and engage with others by building rapport. The sessions also touched on how to tackle workplace challenges and use new skills to achieve measurable results.

From FLN Chair Matt Beenen's perspective, the PDP's value centers on three factors: location, participants and training. "Having it at the Detroit Garage did a really good job of answering the question, what does SEMA do," said Beenen, the founder of BuiltRight Industries. "It was a great way for people to see and understand that SEMA does a lot more than put on a trade show.

>>The recent FLN Professional Development Program at the Detroit SEMA Garage tapped into Dale Carnegie coaching to hone the business and communication skills of young and rising industry leaders.

"The Show presents a once-a-year opportunity to immerse yourself in the industry and see what's happening in the marketplace," explains SEMA Trade Show Director Andy Tompkins.

"With thousands of new products being introduced at the Show, you can see where innovation is headed, spot trends and understand what's coming next. But more than that, you can connect face-to-face with the vendors you're currently doing business with, new vendors that you could be doing business with, and other like-minded business professionals in your field. It's the ideal place to tap into different markets, exchange ideas, cross-pollinate concepts, and really move your operation forward."

BUILDING RELATIONSHIPS FOR SUCCESS

"The SEMA Show is unique because we've got industry manufacturers, distributors and end users all in one place at one time," underscores Gattuso. "Business happens at a dynamic, quick pace, so it puts you on the cutting edge. The Show is literally about what you're going to be selling to your customers in the months to come."

To facilitate potential connections, save time on the Show floor, and map your daily itinerary, the official SEMA Show mobile app is the ideal pre-planning tool. Downloadable from your native app store, it features an exhibitor directory, the Show's roster of New Products Showcase entries, and listings for feature vehicles, events, outdoor activations and educational seminars, along with a host of other features, including LVCC maps and directions for navigating the Show.

In addition, the SEMA Show website features a My Show Planner tool. After providing it with some basic profile information, the planner will help you customize your Show experience according to your specific interests. Attendees can peruse exhibitors and select those they wish to visit, as well as education programs and other Show features and events they want to attend. The planner also syncs to the mobile app and many calendar apps.

Both these tools allow attendees to arrive in Las Vegas with a ready list of the exhibitors and activities they most want to engage with and a logistical plan for getting to them. In addition, attendees should take into account that there's extremely limited parking space at the LVCC, so public transit like the Las Vegas Monorail or buses, taxis, and rideshare apps like Uber or Lyft are the best options for getting to and from the Show. (The SEMA Show website includes comprehensive information about all these options.)

Finally, every pre-Show plan should include a scheduled visit to the New Products Showcase, which most veteran attendees will tell you is their number-one destination and often their first stop upon arrival at the LVCC. The Showcase contains hundreds of new and featured products from every Show category, along with scannable QR codes for every product. These codes enable attendees to capture vital information about each item and its maker in the SEMA Show app, and then map a route to the corresponding exhibitor(s).

In other words, "if you leverage it right, the Show is a highly efficient way to build your business," observes Gattuso. "With one plane ticket or car trip, one hotel room, and a single week's work, you can talk with as many as 2,400 companies in one venue. That's a lot of conversations with key decision makers and influencers who can shape your business's future sales and revenues."

>>With seemingly countless innovations introduced each year, the New Products Showcase ranks among the Show's top attendee destinations. The products carry scannable QR codes to lead attendees straight to their exhibitors on the Show floor.

A NONSTOP IMMERSIVE EXPERIENCE

The SEMA Show is often described as an immersive experience—a venue where attendees can escape their businesses for a few days to experience new products, trends and innovations first hand. In fact, the entire Show environment is specifically designed to stimulate the senses, promote extensive industry interactions, and impart learning. Of course, the Show floor teems with product demonstrations. Meanwhile, approximately 1,400+ display vehicles can be found throughout the LVCC halls and in specially designated outdoor locations. More than simply "show cars," the builds illustrate real-life applications of specialty performance and appearance parts and accessories. Feature vehicles also carry QR codes that can be scanned with the Show's mobile app for detailed information about the products used in the build and where their manufacturers reside on the Show floor.

Popular outdoor attractions also include Optima Village, the Toyo Treadpass, the Overlanding Experience and the Shell Performance zone, among others. But it's the outdoors vehicular action that takes the immersive nature of the Show to a whole other dimension. Through activations ranging from ride-and-drives to drifting and other performance demonstrations, attendees get to see industry products put through their paces.

"Even the SEMA Cruise that closes the Show on Friday has become a time-honored experience," says Gattuso. "The SEMA Show is constantly in motion and these and other activations represent great educational experiences where you can observe trends and products in action." Really that phrase "constantly in motion" is an apt description of the entire SEMA Show.

"We're staying on top of the many trends in our workforce," Gattuso explains. "Its average age is getting younger, and right now Millennials outnumber any other group. Like other generations, they want to see and touch new product, but they're also into experiential marketing and events, and our Show is reflecting that shift."

AN EDUCATIONAL INVESTMENT

Take for example the Show's education program, which has grown to encompass a powerfully diverse range of speakers and topics, with learning opportunities spread throughout the LVCC (see p. 48).

"Attending the SEMA Show is an investment in your business, but it should also be an investment in yourself and your personal and professional growth," Gattuso says. "So we've prioritized some great learning tracks to help you enhance your abilities and talents. We also encourage business owners to leverage our curriculum to help train and transform their staffs."

Tompkins adds that SEMA Education offers a range of skills-advancing seminars, with topics running the gamut from digital marketing to future automotive technologies. "We've also partnered with I-CAR, SCRS and other industry and business leaders to help attendees understand and fill any gaps in their trade and leadership skills and expand their knowledge of emerging trends and best practices."

Tompkins further emphasized that attending the Show is more than an investment in an attendee's future—it's also an investment in their industry since the SEMA Show helps fund the association's many initiatives and programs throughout the year. These include industry and consumer advocacy, business services to SEMA members, educational initiatives, and public and government affairs programs to protect aftermarket and enthusiast-consumer choice. "Uniting around the SEMA Show platform has a lot of short-term benefits, but it also has the longterm effect of showcasing what's important to us as a collective industry and helping support SEMA's year-round efforts to promote the automotive lifestyle," he explains.

Summing up the SEMA Show, Gattuso says: "A key thing to understand is that our exhibitors are working on new products and innovation all year long, but they often prefer to debut them at the SEMA Show. It may be something on a worldclass vehicle build, or an innovation they're showcasing in their booth, but it's what keeps buyers, media and others returning each year in huge numbers. And as an attendee, you're getting in at ground zero of it all."

"I think the continued success of this Show speaks volumes for the resilience of our industry— especially coming out of COVID—and its constant ability to innovate and improve products to keep the automotive aftermarket and lifestyle healthy for decades to come."

>>The Show's world-class education program is designed to enhance your personal and professional skills and knowledge, with experts delivering practical and proven tips for growing every type of automotive business.