SEMA is reinforcing its commitment to the powersports industry with the appointment of industry veteran Mike Ausec — Dealers may remember Mike from his Dealer Expo days while exhibitors will know him from the old IMS consumer shows. In his new role as SEMA’s Industry Sales Director, Powersports, Ausec will leverage his deep segment expertise to develop the new Powersports/Adventure Lifestyle section that is making its debut at the 2026 SEMA Show.
This expansion recognizes the immense opportunity for powersports brands to engage with SEMA’s 150,000+ industry attendees. By grouping side-by-sides, motorcycles and related PG&A with the truck and off-road segments, SEMA is formalizing a natural lifestyle crossover that benefits manufacturers, dealers and ultimately enthusiasts alike.
“Mike’s appointment is a key step in enhancing our show platform that celebrates this vibrant community,” notes SEMA CEO Mike Spagnola. “Our goal is to bring the enthusiast lifestyle under one roof, providing powersports manufacturers with the independent advocacy, technical resources and massive audience they need to reach their full potential.”
Stay tuned for more details on SEMA’s powersports push!
