"Never stop learning" is a mantra of countless successful people, and the PRI Show provides plentiful opportunities to gain valuable new skills and information that can readily be applied to motorsports operations. New technical details, marketing tips, business management skills, and much more will be shared during the event's vast educational program.

From December 11–13, at the Indiana Convention Center and Lucas Oil Stadium, motorsports industry members can learn from approximately 50 educational seminars, breakout sessions, and panel discussions.

Following is a list of the PRI Education program, the T.O.P.S. offerings for race track operators and sanctioning organizations, and exhibitor-sponsored seminars. Keep track of the seminars or events you would like to attend by adding any of these to your PRI Show schedule, which can be set up in the My Show Planner at pri2025.mapyourshow.com. Or download the PRI App in the Google Play Store or Apple Store by typing "PRI Show" in the search bar for the PRI Trade Show 2025 app.

PRI Education

Four seminars will make up the PRI Education offerings this year. They all take place on Friday, December 12, in one location—meeting rooms 231–233—which are upstairs in the Indiana Convention Center (ICC).

Kicking off the program will be the return of Dan Begle of King Engine Bearings, Randy Neal of CWT Industries, and Lake Speed Jr. of SPEEDiagnostix, who will present "Key Performance with Bearings, Oil, and Balancing." They will analyze and discuss the current performance technology behind the interaction of engine bearings, oil film, and crankshaft harmonics. Their program will take place from 9:00 a.m. – 10:30 a.m.

Next up at 11:00 a.m. is another PRI audience favorite with Alex Striler presenting his always popular "Sponsorship 101." Striler explained that the first half of Sponsorship 101 will cover several topics, including the different types of sponsorship, such as discounts, in-kind, product, and cash; how to find and approach sponsors; who to talk to at the company, and how to prepare for the conversation; the difference between decks and proposals, and why most decks are worthless; what to include in a sponsorship proposal, and how detailed it should be; and more.

During the second half of Sponsorship 101, Striler will moderate a panel of marketing managers and sponsorship directors who will explain why they sponsor, what their brands look for in athletes, and how racers can create value for them through their racing. Attendees will hear directly from sponsorship decision-makers about how to get sponsored by them and will be given an opportunity to ask questions at the end.

"You don't need sponsors if you just want to race," said Striler. "But, if you want to race competitively and make a career out of it, then you need funding above and beyond winnings, prizes, and payouts. You need sponsors. Sponsorship 101 will bring you up to date on identifying companies to partner with and understanding how to create value for them, so they want to sponsor your program. The best partners are those who want to join your team. Sponsorship 101 will explain how to find, secure, and keep them long term."

Addressing how AI (artificial intelligence) has changed the business playbook by lowering costs that create better ROI (return on investment), Chuck Tate and Kevin Barber of Digital Momentum will present "Drive Momentum with AI" from 1:00 p.m. – 2:30 p.m. This session will show attendees how to utilize AI for their brand and spend less to make more. It will walk them through the process and give them a tool to make implementation easier.

Another hot topic in racing today is the use of influencers. Who to use, and are they actually effective? We will answer those questions and more in "How Influencers Can Influence YOUR Customer Base" beginning at 3:00 p.m.

In addition to the PRI Education program, consider making time throughout the PRI Show to take in additional classes from exhibitors or in the T.O.P.S. HQ, which is now located upstairs in the ICC, near the Sagamore Ballroom.

To read the full article, plus hundreds of other articles like it, for free, sign up for a digital subscription to PRI Magazine on Zinio here.    

Once you download the Zinio mobile app or are logged into Zinio on a desktop browser, you will gain immediate access to more than a year's worth of content, including "PRI Education: Learning Lessons" here and additional coverage in the November 2025 issue here.