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2026 PRI SHOW SEMINARS
Friday, December 11, 2026
ICC Meeting Rooms 237–239
9:00 a.m. – 10:30 a.m.
Using Tribology to Find Extra Horsepower
Peter Lee, Southwest Research Institute and Lake Speed Jr., SPEEDiagnostix
Tribology is the study of lubrication, friction, and wear. Friction is wasted energy. Reducing friction results in more energy being available for horsepower or more power to the wheels. This session will introduce Tribology, testing and give practical examples of how lab testing can reduce frictional losses in engine and drivetrains, and is designed for engine builders, transmission builders, and race teams.
11:00 a.m. – 12:30 p.m.
State of the Racing Market
Gavin Knapp, PRI
This year PRI releases a new research report for members on the State of the Racing Market. This research looks at the current state of the motorsports market, how businesses across the industry have fared over the past year, and their expectations going forward. Join Gavin Knapp, Director of Market Research for PRI, in a discussion on the market for motorsports parts and perspectives on the state of the racing industry. Gavin heads up the Market Research department for Performance Racing Industry (PRI) and Specialty Equipment Market Association (SEMA). PRI and SEMA Market Research is the go-to source for information on the motorsports, performance, and accessory parts market.
1:00 p.m. – 2:30 p.m.
How A Culture Can Cure Your Crew Needs
Tom Shay, Profits Plus Solutions
The challenge of the personnel shortage that started in the pandemic has not gone away. And holding onto the staff you have is a challenge in the current environment of businesses throwing money at potential employees. There is more to enjoying a job than just more money. If you want to have a quality staff, keep them, and attract quality employees, you will want to do things differently than before. Tom Shay will provide proven techniques that, when you add them to your business, your crew will perform at a higher level, and good people will come looking for you as an employer.
3:00 p.m. – 4:30 p.m.
Using AI for Sponsorships
Alex Striler, SponsorshipTactics.com
AI (artificial intelligence) has progressed rapidly to go beyond writing reports and making recommendations and is now a critical component to numerous racing programs. In this advanced-level AI course, sponsorship and marketing expert Alex Striler will provide an impactful presentation for racers who already have a basic understanding of AI, but can utilize this helpful tool to bring their sponsorship programs to the next level.
