The Specialty Equipment Market Association (SEMA) is expanding the SEMA Show’s powersports presence by launching a dedicated Powersports / SxS / Lifestyle section at the upcoming Show, held November 3-6 in Las Vegas. This strategic expansion creates a unified home for the rapidly growing intersection of the automotive and powersports communities.
The initiative is a direct response to clear market demand and the evolving habits of the modern enthusiast. SEMA research confirms that the crossover between these worlds is seamless: the vast majority of enthusiasts do not limit themselves to a single vehicle type, often owning a combination of modified trucks, SUVs, and various recreational powersports vehicles.
“This expansion is a bold step forward in SEMA’s mission to serve the entire enthusiast ecosystem,” said Tom Gattuso, SEMA Vice President of Events. “Powersports has always been an integral part of SEMA’s DNA, and we are now providing this community with the dedicated platform it deserves. By integrating powersports and related lifestyle products into our Show floor, we are creating a more powerful, unified resource for the aftermarket. This move celebrates the natural synergy between automotive and outdoor recreation, ensuring our members have the advocacy, resources, and product discovery platform they need to thrive in a modern, evolving market.”
A Dynamic Activation in the West Hall — The Powersports / SxS / Lifestyle section will be anchored in the West Hall, utilizing a layout designed for long-term growth. The location offers unique access to adjacent parking lots for dynamic outdoor activations and vehicle demonstrations.
The Show floor will undergo an evolution to group Trucks, Off-Road, and Powersports together, reflecting the “total package” approach enthusiasts take toward their adventure builds. The section will highlight a diverse range of categories, including:
Motorcycles and Dirt Bikes
Side-by-Sides
Trailers and Tow Vehicles
Related Adventure Lifestyle Gear and accessories
New and returning manufacturers are already showing excitement for the expanded section. “We’re proud to represent KYT Helmets at SEMA 2026,” said TJ Jira, Chief Executive Officer of KYT Americas. “We believe it’s an opportunity to elevate powersports and bring more visibility to our brand in the market.”
An Integrated Attendee Experience — For attendees, the new layout enhances business opportunities by placing complementary products in a single, high-energy destination.
“Attendees can expect an immersive and highly interactive experience that mirrors how they actually live and work,” said Andy Tompkins, SEMA Trade Show Director. “By grouping powersports and lifestyle gear alongside our world-class truck and off-road sections, we are providing an unmatched opportunity to see the latest in the adventure market.”
Market-Aligned Synergy — SEMA’s membership is already a powerhouse in the powersports sector. According to SEMA Research, 60% of specialty-equipment manufacturers already produce products for at least one type of powersports or recreational vehicle, while 47% of retailers and installers sell to these segments.
Beyond the Show floor, SEMA offers members tools to modernize their businesses, including data resources, technical services, and a powerful unified voice to protect the industry’s future. Through the acquisition of the Off-Road Business Association (ORBA), SEMA has strengthened its presence in Washington, D.C., and Sacramento, Calif., to fight for land-use protection and motorized recreation access — issues that are critical to the survival of the powersports industry.
The new section allows the entire ecosystem to gather, learn about the latest products, take part in cutting-edge education to grow businesses and careers, and unite to solve opportunities and challenges facing the powersports marketplace.
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