Behind the Wheel at SEMA 2025: Meet the Industry Game-Changers - Part 3

SEMA 2025 remains the industry’s premier gathering place, not just for exploring new products, but for engaging in conversations that truly shape the future of the aftermarket. This episode of the Gain Traction Podcast captures that energy firsthand, bringing together voices from across the tire, equipment, and service ecosystems to discuss what’s working, what’s changing, and what dealers need to watch closely.

From hands-on equipment innovations to long-term brand strategy, from dealer advocacy to the evolving demands of today’s consumers, each segment highlights something different; yet all point back to a common truth: this business still runs on relationships and honest dealer feedback.

Whether you’re a manufacturer, distributor, or multi-location shop owner, Part 3 of our SEMA Roundup offers a clear look at the trends shaping 2025, directly from the leaders who influence them.

In this episode…

SEMA is where ideas sharpen, partnerships strengthen, and the industry gets its first real sense of what’s ahead. And in this third installment of our SEMA 2025 Roundup, the conversations dive even deeper.

From Hunter Engineering Company to Kenda Tires and the Tire Industry Association, today’s lineup shares insights on new technology, shifting market dynamics, and the growing pressure to innovate in ways that actually help dealers back home. You’ll hear perspectives on everything from right-to-repair and training gaps to product development, supply chain realities, and what it takes to build stronger dealer relationships in a crowded marketplace.

More than anything, this episode highlights a theme that keeps rising to the surface: the aftermarket moves forward when people show up, share openly, and challenge each other to improve.

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

[00:53] John Zentz on technology adoption, equipment innovation, and how Hunter Engineering is listening more closely than ever to dealers’ needs

[05:19] Michael Mathis discusses Atturo’s long-play brand strategy and why balancing innovation with dealer trust still matters

[17:55] Roy Littlefield IV on TIA’s advocacy work, including right-to-repair, technician training, and strengthening industry representation

[23:55] Brandon Stotsenburg shares how Kenda Tires is building durable product lines through real-world testing and dealer feedback

[31:24] Cody Benton of Black’s Tire & Auto Service highlights the importance of customer experience and distributor-dealer relationships

[38:50] Christina Walls talks about Landscape Durable Tires’ approach to longevity, new categories, and what niche markets are looking for in 2025

Resources mentioned in this episode:

• Tread Partners
• Gain Traction Podcast on YouTube
• Gain Traction Podcast Website
• Mike Edge on LinkedIn
• SEMA Website
• John Zentz LinkedIn
• Hunter Engineering Company Website
• Michael Mathis LinkedIn
• Atturo Tires Website
• Roy Littlefield IV LinkedIn
• Tire Industry Association Website
• Brandon Stotsenburg LinkedIn
• Kenda Tires Website
• Cody Benton LinkedIn
• Black’s Tire & Auto Service Website
• Landscape Durable Tires Website

Meet the Leaders Featured in This Episode:

John Zentz is the Senior VP of Global Sales for Hunter Engineering Company and has spent more than 30 years shaping how shops across the country adopt new equipment and service technology. His long career; from his early days in Baltimore to leading sales at Hunter’s corporate headquarters — gives him a deep, hands-on understanding of dealer needs, industry trends, and the importance of strong customer relationships. John’s leadership continues to play a key role in how Hunter showcases innovation at events like SEMA.

Michael Mathis is the President of Atturo Tires and has guided the company through major expansion across new market segments, high-visibility sports partnerships, and national marketing campaigns. Under his leadership, Atturo has strengthened its reputation as a brand that delivers premium performance at a competitive price, while staying committed to long-term dealer relationships and stable, reliable programs. Michael’s strategic approach has helped Atturo become one of the most recognized and fast-growing brands in the tire industry.

Roy Littlefield IV is the Vice President of Government Affairs at the Tire Industry Association, where he leads the organization’s national advocacy efforts on issues like right-to-repair, vehicle data access, tax credits, and federal and state legislation that impacts dealers every day. He works directly with policymakers and brings real-world stories from shops and retreaders to Capitol Hill to ensure the industry’s voice is heard. Roy’s leadership has made TIA a powerful force in shaping policy that supports independent tire and auto service businesses.

Brandon Stotsenburg is the Vice President of the Automotive Division for Kenda Tires and brings more than 35 years of tire industry experience to his role. He oversees product strategy, OEM and aftermarket programs, and Kenda’s positioning as a premium-performance brand at a value price. Brandon is known for his clear, practical explanations of the industry’s tier system and for helping dealers understand how Kenda fits into the evolving marketplace. His leadership continues to strengthen Kenda’s presence across North America.

Cody Benton is part of the Business Development team at Black’s Tire & Auto Service and represents the third generation of the Benton family to help carry the company forward. Growing up in the business, Cody brings a deep appreciation for the company’s history, culture, and long-standing commitment to serving communities across the Carolinas. He plays a key role in supporting dealer partnerships, strengthening wholesale relationships, and helping the next generation stay connected to the legacy his family built.

Christina Walls is the Director of Sales for Landscape Durable Tires and has been instrumental in introducing the brand’s new durable tire category to the American market. With a background rooted in tire retail and decades of industry experience, she understands dealer needs from both a technical and consumer perspective. Christina works closely with product development teams and uses data-driven insights to help shape a lineup focused on long-lasting value, consistency, and advanced manufacturing technology.

Quotable Moments:

• “SEMA is where you get honest feedback, the kind you can’t get from a spreadsheet.”
• “Innovation isn’t just about new products. It’s about solving real problems fo...