As the 2025 PRI Show, now through Saturday, December 13, continues in downtown Indianapolis, exhibitors from every corner of the performance and racing industries are already making their mark, sharing insights on new products, business opportunities and industry trends that only PRI can deliver. 

"PRI is the best show every year we go to, and every year consistently seems to top itself. Everyone is here because they need a solution. It all comes down to performance and function for their end goal," said Kaleb Hagy, UTV market specialist for Wilwood Disc Brakes based in Camarillo, California.  

That momentum includes fresh energy from King of the Hammers (KOH), the three-week desert endurance event widely considered one of the toughest off-road races in the world. The 2026 KOH runs January 22–February 7 and is expected to once again draw thousands of competitors, fabricators and fans to its temporary desert city known as Hammertown. 

This year, Hammertown made an early appearance in Indianapolis through a brand-new PRI Show feature space backed by King of the Hammers and a lineup of off-road brands. Its main highlight—a self-built KOH simulator rig—drew long lines of attendees waiting for their turn. 

"We partnered with Reckless Racing for this rig, these are people who are very passionate about the sport of Ultra 4 racing. They're scanning real-life race cars so we have exact replicas of the vehicles in the digital space, and now teams can go practice 'on the track,'" said Rory Connell, King of the Hammers, based in Johnson Valley, California. "And then we add it to this servo-powered full range of motion simulator that's completely unique. Most of the rigs you'll see here use linear actuators, whereas this one uses a servo. It's a completely different style than what you would see. It kind of looks like an Octavius."  

Hammertown brands in this space this year include Currie Enterprises, Dana Inc., Horizon Hobby LLC, PRP Seats, Radflo Suspension Technology, Rusoh, Yukon Gear & Axle/Dynatrac. In addition, Edelbrock Group and its family of brands can be found in PRI Show's Hammertown, benefiting from substantial foot traffic even before official PRI Show hours, thanks to the public-accessible hallway. 

"It's fun to watch the flow of traffic in the morning. Being out here in the hall before the Show officially opens gets us a lot of foot traffic," said Mark Donnolley, engine builder, sales and tech support for Edelbrock Group. "The off-road market is a growing segment, and these guys all go fast. We have a lot of guys who race these off-road rigs. They already run our components, and so we just wanted to be here, support them and bring brand awareness to that market." 

Off-road's influence extended well beyond its special display near the Westin connector in Green Hall. Expertly crafted components and products from Hammertown's top displays can be found all across the PRI Show floor, including the line of UTV brakes by Wilwood Disc Brakes found on Phillip McGilton's Can-Am Maverick R. In fact, out on the PRI Show Green Hall floor in Booth #809, Wilwood Disc Brakes showcased a massive array of products while welcoming customers and prospects to their expansive booth. 

"We've had a big push on our UTV lineup recently, our four-lug systems for Honda Talons, Polaris RZR XP1000s/Turbo Ss and Can-Am Maverick X3s," said Hagy of Wilwood. "Our updated Pro-R brake system and Maverick R race kit—which is the same kit on Philip McGilton's car in Hammertown—is reaching the market fast as people prep for Hammers next month. The UTV market has been growing rapidly over the years."   

And while off-road builders flocked to Hammertown to see the latest in off-road, UTV and Ultra4 innovation, builders and fabricators seeking the tools that make those parts possible headed straight for Machinery Row in Yellow Hall.  

Yes, Machinery Row once again offers attendees round-the-clock demonstrations of the world's most advanced precision automotive machining equipment on actual race parts, side by side, with more than 100 exhibiting manufacturers. 

This dedicated area always draws plenty of attention from attendees, all eager to see the latest innovations in the segment. One exhibitor, Holemaker Industries—a U.K.-based provider of cutting and drilling solutions—is learning this for the first time as it enters the racing world.  

"We've had a lot of traffic and a lot of amazing people that we're meeting," said Laetisha Robinson, customer service liaison. "It's a new industry for us, but we're very impressed with the energy and enthusiasm." 

Another new exhibitor, Carlyle Tools, was equally impressed by the knowledgeable, engaged attendees they encountered at the show, as the company continues its efforts to gain traction in a new segment of the automotive industry.  

"In our regular industry, Carlyle Tools is really focused on reaching that young technician, Gen Z technician, the next generation coming into the repair industry," said Joe Sabo, senior product manager at Carlyle Tools. "But we also recognize through our valuable partnerships in motorsports, a lot of young people are trying to get into the motorsports industry. PRI allows us the opportunity to connect with those folks slightly adjacent to our normal industry." 

"We've noticed here at PRI that there is a more engaged audience," Sabo added. "We actually have people that are coming into our booth talking to us about how to purchase the tools, how to upgrade their toolboxes and their range of equipment back at their shops." 

That ability to connect with the industry is what keeps manufacturers coming back year after year, like Machinery Row staple Trick Tools. The Pella, Iowa-based company is celebrating its 30th anniversary in 2025, as well as its 30th PRI Show. In fact, the company launched into the industry at the 1995 PRI Show, according to Trick Tools President and Owner Bruce Van Sant.

"We brought our products here for the 1995 PRI Show, and things went well, and we had a product that fit the industry well," Van Sant said. "PRI gives us a really direct contact with the industry. It's really helped us to stay in touch and keep growing and have face-to-face conversations with our customers." 

For professionals planning significant purchases in 2025, Machinery Row remains a must-visit hub for networking, education and evaluating the latest in machining innovation. 

Adding to the Show floor excitement, Hoosier Tire revealed its 2026 Hoosier Hero class, recognizing up-and-coming talent in grassroots racing. Attendees had a first look at the rising stars who are poised to shape the future of the sport. Read more about that here.

The International Hot Rod Association (IHRA) also announced its acquisition of F1 Powerboat Racing. Read more about that here. In addition, the all-new Dodge Charger Scat Pack Nose, produced by Direct Connection licensee Five Star Racecar Bodies, is now officially certified for 2026 Approved Body Configuration (ABC)-sanctioned Late Model competition. Read more about that here. 

The 2025 PRI Show is proving once again that it's more than a product showcase—it's where business is conducted, ideas are exchanged, and the motorsports community comes together. From the immersive Hammertown experiences to the precision-driven displays of Machinery Row, exhibitors left the Show energized and already planning for next year. 

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