Behind the Wheel at SEMA 2025: Meet the Industry Game-Changers - Part 2

Independent shop owners, brand leaders, manufacturers, lobbyists, and innovators all walk the same halls at SEMA but hearing their stories side by side paints an entirely different picture of where the aftermarket is headed. In this episode, we continue our conversations live from the SEMA 2025 show floor, connecting with the people who show up, contribute, and help push this industry forward.

In this episode…

While SEMA is known for big booths, new products, and packed aisles, what really drives the show are the conversations: honest, practical insights straight from the people doing the work every day. In Part 2 of our SEMA 2025 Roundup, we sat down with guests from across the aftermarket: independent dealers, government affairs experts, global tire brands, wheel manufacturers, trainers, and business development leaders.

Cory Brown of Cory’s Point S Tire and Auto Service shares what he’s learned from growing multiple locations and how attending SEMA opened his eyes to gaps he didn’t even know existed. Karen Bailey-Chapman from SEMA’s Public & Government Affairs team breaks down the legislative challenges the industry faces and how her team is fighting to protect it. We also hear from leaders at TVS EUROGRIP, OE Wheels, DrivenEvidence, and Warrior Winches as they discuss product innovation, brand identity, technician safety, and why SEMA remains the best place for meaningful dealer connection.

Whether you’re a shop owner, manufacturer, or industry partner, this episode shows why staying plugged into events like SEMA helps you stay ahead of equipment trends, regulatory issues, workforce needs, and shifting consumer expectations.

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

[01:12] Cory Brown on Point S, independent dealer advantages, and seeing real opportunities at SEMA

[09:33] Karen Bailey-Chapman on legislative issues affecting the aftermarket and SEMA’s advocacy priorities

[15:32] Doug Kershaw on TVS EUROGRIP’s growth and global tire market expansion

[22:23] Lance Bullock on building wheel brands and the journey from salvage-yard scrubber to SEMA-award-winning president

[28:14] Pam Oakes on ADAS standards, technician safety, and responsible repair practices

[35:59] Greg Robinson on Warrior Winches’ U.S. expansion and building dealer relationships at SEMA

Resources mentioned in this episode:

• Tread Partners
• Gain Traction Podcast on YouTube
• Gain Traction Podcast Website
• Mike Edge on LinkedIn
• SEMA Website
• Cory Brown LinkedIn
• Point S Tire Website
• Karen Bailey-Chapman LinkedIn
• Doug Kershaw LinkedIn
• TVS Eurogrip Website
• Lance Bullock LinkedIn
• OE Wheels Website
• Pam Oakes LinkedIn
• DrivenEvidence Website
• Warrior Winches USA LinkedIn
• Warrior Winches USA Website

Meet the Leaders Featured in This Episode:

Cory Brown owns four Point S retail locations in Rapid City, South Dakota, after growing from a single independent shop he purchased in 2008. A former Bridgestone/Firestone corporate manager, he believes in slow, steady growth built on real estate ownership and operational control. Cory values the Point S model for its independence, strong community feel, and member-owned advantages.

Karen Bailey-Chapman leads SEMA’s public and government affairs team, working at the state and national levels to protect the aftermarket through advocacy, education, and policy engagement. With deep experience navigating legislative environments, she focuses on preventing harmful regulations and ensuring lawmakers understand the industry’s real-world impact. Her work plays a key role in shaping the future of the automotive aftermarket.

Doug Kershaw oversees North American operations for TVS EUROGRIP, guiding the integration of Eurogrip and Super Grip brands across multiple off-road tire markets. With long experience in the OTR, agriculture, construction, and industrial segments, he helps expand the brand’s presence through customer relationships and strategic product development. Doug uses events like SEMA to connect with dealers efficiently and share the company’s global growth trajectory.

Lance Bullock leads OE Wheels, 4Play Wheels, and Defiant Wheels, building on nearly 25 years in the aftermarket wheel business. Starting as a wheel scrubber in a salvage yard, he worked his way up to running award-winning brands recognized at SEMA for innovation and design. Lance is known for spotting talent, valuing hard work, and sustaining strong relationships with dealers and partners.

Pam Oakes is the President of DrivenEvidence and a longtime automotive professional with deep roots in a multi-generation Detroit family of technicians. An ASE Master Technician and former shop owner, she now serves as an expert witness and industry educator, focusing on repair standards, ADAS procedures, and safety compliance. Pam advocates for technician excellence and responsible automotive repair practices.

Greg Robinson leads North American business development for Warrior Winches, representing the family-owned UK brand as it expands into the U.S. consumer and industrial markets. With a background in sales and military service, he helps introduce Warrior’s military-grade and industrial-strength winches to truck, Jeep, and trailer owners. Greg uses SEMA as the company’s return platform to showcase new products and reconnect with dealers.

Quotable Moments:

• “I want tire dealers to show up here at SEMA, because I think there’s so much for them.”
• “There’s something about moving the market when we show up in numbers.”
• “You don’t know what you don’t know and when you show up to something like this, you might have an epiphany.”
• “I don’t think people who haven’t been to SEMA really understand what they’re missing.”
• “Coming here for four days will never be bad for your business.”

Action Steps:

1. Take advantage of events like SEMA: Use these gatherings to compare products, pricing, equipment, and programs firsthand.
2. Stay informed on legislative issues: Follow SEMA’s advocacy updates to understand how policy decisions impact your business.
3. Explore product innovation: Look for tools, wheels, tires, and equipment that can give your shop or brand an edge.
4. Prioritize technician training: Incorporate proper ADAS procedures and safety practices to protect both your techs and your customers.
5. Watch the remaining SEMA 2025 episodes: More leaders and insights are on the way in Parts 3 and beyond.