SEMA expands 2026 show with dedicated powersports section
SEMA will significantly expand its powersports footprint at the 2026 SEMA Show, introducing a dedicated Powersports / SxS / Lifestyle section aimed at better serving powersports dealers and aftermarket businesses.
The new section will debut Nov. 3–6 in Las Vegas and reflects increasing overlap between automotive and powersports customers — a trend dealers are seeing firsthand as enthusiasts build multi-vehicle “adventure” lifestyles.
SEMA said the expansion is designed to create a more unified buying environment by placing powersports brands and products alongside truck and off-road exhibitors, mirroring how consumers shop and use their vehicles.
“This move provides a more powerful, unified resource for the aftermarket,” says Tom Gattuso, SEMA vice president of events.
What it means for dealers
For powersports dealers, the updated show floor is expected to create more efficient product discovery and new cross-category opportunities. By grouping complementary segments, dealers can more easily source inventory across motorcycles, side-by-sides, trailers, tow vehicles, and lifestyle accessories in one location.
The Powersports / SxS / Lifestyle section will be housed in the West Hall and will include access to outdoor space for live demos and activations, giving dealers a closer look at products in real-world applications.
SEMA research shows the opportunity is already there:
- 60% of specialty-equipment manufacturers produce powersports-related products
- 47% of retailers and installers already sell into the segment
That crossover is driving demand for broader product assortments at the dealership level. While SEMA has attempted to lure the powersports community in the past, this appears to be a bigger, more significant attempt to bring the powersports aftermarket and the automotive aftermarket together under one roof.
Aftermarket opportunity
SEMA officials say the change reflects how today’s customers approach ownership — often combining trucks, SUVs and powersports vehicles into a single lifestyle.
For dealers, that creates opportunities to expand accessory sales, partnerships and merchandising strategies beyond traditional OEM lines.
The association also continues to invest in advocacy and business tools following its acquisition of the Off-Road Business Association, supporting land access and motorized recreation — key issues for the industry’s long-term growth.
Key dates
Exhibitor registration is open, with attendee and buyer registration for the 2026 show beginning May 4.
Key takeaways
- Expand beyond core categories: With clear crossover between truck/off-road and powersports customers, dealers should consider adding complementary accessories, tow solutions and lifestyle gear to increase average ticket.
- Merchandising inspiration: The integrated show floor from SEMA will reflect how consumers actually build vehicles — offering ideas for in-store displays and bundled sales strategies.
- New vendor discovery: A larger, dedicated section means more emerging brands entering powersports. Dealers can identify niche or high-margin products before competitors.
- Lean into experiential retail: Outdoor demos and activations highlight the importance of hands-on selling — something dealers can replicate locally through ride events or demo days.
- Watch the crossover customer: The “adventure lifestyle” buyer is growing. Dealers who align inventory and marketing across multiple vehicle types will be better positioned to capture that spend.
