Behind the Wheel at SEMA 2025: Meet the Industry Game-Changers - Part 1

The SEMA Show is where the entire tire and automotive aftermarket gathers under one roof and in this episode, we bring you straight to the center of that energy. Recorded live from the show floor, this conversation captures what happens when industry leaders, decision-makers, and long-time collaborators finally get to meet face-to-face at SEMA 2025. From market insights to growth strategies, our guests share what’s shaping the year ahead and why showing up at this event continues to matter.

In this episode…

SEMA has always been known as the place where new products, partnerships, and ideas come to life. But beyond the massive crowds and equipment displays, the real value comes from the people; the leaders who are driving change across the tire and automotive aftermarket.

In Part 1 of our SEMA 2025 Roundup, Mike Edge sits down with a lineup of guests representing buying groups, recruiting firms, manufacturers, and advocacy organizations. They discuss what brought them to the show, what trends they’re watching, and how SEMA helps them plan for the future. The conversations are honest and straightforward, offering a practical look at what’s happening in the market right now.

Whether you’re a dealer, vendor, or industry partner, these insights highlight why staying connected at events like SEMA can make all the difference heading into a new year.

Here’s a glimpse of what you’ll learn:

[01:06] Joe Tomarchio Jr. on networking, new technology, and private equity interest in the automotive sector

[08:00] Jason Rook on ITDG’s fast-growing membership and dealer buying power

[14:01] Mike Cioffi’s insights on talent shortages and the realities of hiring Gen Z

[20:24] Melanie White on SEMA’s focus on advocacy, youth engagement, and innovation

[32:54] Norris Marshall on regulatory involvement and SEMA’s expanding work in D.C.

[43:19] Sonny McDonald on Toyo’s presence at SEMA and the importance of real-world product application

Resources mentioned in this episode:

• Tread Partners
• Gain Traction Podcast on YouTube
• Gain Traction Podcast Website
• Mike Edge on LinkedIn
• SEMA Website
• Joe Tomarchio Jr. LinkedIn
• Focus Investment Banking Website
• Jason Rook LinkedIn
• ITDG Website
• Mike Cioffi LinkedIn
• Tire Talent Website
• Tire Business Website
• Melanie White LinkedIn
• Hellwig Products Website
• Norris Marshall LinkedIn
• BluePrint Engines Website
• Sonny McDonald LinkedIn
• Toyo Tires Website

Meet the Leaders Featured in This Episode:

Joe Tomarchio Jr. built a one-store shop in West Baltimore into a 26-location, $100M business before selling to Monro. He went on to lead dozens of acquisitions during Monro’s expansion. Now, as Managing Director at FOCUS Investment Banking, he helps auto service owners grow and prepare for successful exits.

Jason Rook leads ITDG’s nationwide network, driving rapid membership growth and expanding dealer buying power across tires, parts, insurance, and marketing programs. He uses industry events like SEMA to strengthen vendor relationships and plan upcoming initiatives. His focus is helping independent dealers gain security, leverage, and long-term stability.

Mike Cioffi is the founder of Tire Talent, a recruitment firm specializing in leadership, engineering, and sales roles across the tire industry. With over a decade in specialized recruiting, he also writes a longtime column for Tire Business analyzing workforce trends, including Gen Z hiring and retention. His mission is helping companies find and keep high-performing talent.

Melanie White is the Chair of the SEMA Board and President of Hellwig Products, an 80-year-old family manufacturer of load and sway control systems. She champions SEMA’s priorities in advocacy, youth engagement, and technology innovation. Under her leadership, Hellwig continues to grow while keeping U.S. manufacturing at its core.

Norris Marshall is SEMA’s Chair Elect and the CEO of BluePrint Engines, building on more than four decades in engine manufacturing. He is deeply involved in SEMA’s expanding advocacy work in Washington, D.C., especially around aftermarket and regulatory issues. His leadership reflects his long-standing commitment to protecting the industry’s future.

Sonny McDonald leads national training efforts for Toyo Tires, supporting dealers through product education and hands-on engagement. He plays a key role in showcasing Toyo’s lineup at events like SEMA, connecting tires to real-world vehicle applications. His work highlights Toyo’s focus on quality, innovation, and strong dealer partnerships.

Quotable Moments:

• “You get to see a whole lot of folks you don’t normally get to see, that’s the power of SEMA.”
• “ITDG gives independent dealers leverage they couldn’t get alone.”
• “Having a mission and vision is more important than ever when attracting and retaining talent.”
• “Advocacy, youth, and technology are the pillars we need to strengthen.”
• “If you want to understand this industry, you’ve got to be here.”

Action Steps:

1. Stay plugged into industry events: Use SEMA and other gatherings to build relationships and stay ahead of market shifts.
2. Evaluate your business strategy for 2025: Consider technology, equipment upgrades, and operational efficiencies highlighted by our guests.
3. Reassess your workforce approach: Understand what today’s talent values and how that impacts hiring and retention.
4. Follow regulatory updates: Stay connected to advocacy efforts that affect tire dealers, aftermarket parts, and independent shops.
5. Watch the remaining SEMA 2025 episodes: Parts 2 and beyond will feature more leaders, insights, and practical takeaways.