The GTE is a business focused “Show within the Show,” connecting tire experts, suppliers, distributors and retailers for growth.

MONDAY, NOVEMBER 4

Planet Hollywood Las Vegas Resort & Casino

12:00 p.m.–12:30 p.m. Annual Membership Meeting and Press Conference (open to all members)

• Association updates, installation of the 2024–2025 TIA Board president, recognition of newly inducted TIA Board members and departing members.

2:30 p.m.-4:00 p.m. Right to Repair Forum With Industry Leaders

6:00 p.m.–8:00 p.m. Tire Industry Networking Reception (complimentary ticketed event; open to all members and Show attendees). Heavy hors d’oeuvres, cocktails, entertainment and socializing.

TUESDAY, NOVEMBER 5

All meetings are located at the Las Vegas Convention Center.

9:00 a.m.–5:00 p.m. Global Tire Expo–Powered by TIA/SEMA Show/Lower South Hall

10:00 a.m.–11:00 a.m. Tires at 10: The Next Level of Automotive Tire Service/Training

10:00 a.m.–11:00 a.m. Truck Tires at 10: Truck Tire Inflation Safety

2:00 p.m.–3:30 p.m. Tires at 2: Successful Tire Dealers Share Their Secrets

3:30 p.m.-5:00 p.m. TIA Welcome Reception: Meet the President, Board, Trainers and Staff

WEDNESDAY, NOVEMBER 6

All meetings are located at the Las Vegas Convention Center.

9:00 a.m.–5:00 p.m. Global Tire Expo–Powered by TIA/Lower South Hall

10:00 a.m.–11:00 a.m. TPMS at 10: Understanding the Basics of TPMS

10:00 a.m.–11:00 a.m. Truck Tires at 10: Demounting and Mounting Truck/Tires with TPMS

2:00 p.m.–3:30 p.m. Management at 2: Risk Management in a Retail Tire Dealership

THURSDAY, NOVEMBER 7, AND FRIDAY, NOVEMBER 8

Las Vegas Convention Center

9:00 a.m.–5:00 p.m. Global Tire Expo–Powered by TIA/Lower South Hall

The GTE showcases the latest tire equipment and services available to industry businesses and professionals.

2. NETWORKING OPPORTUNITIES

GTE provides an excellent platform for networking with industry professionals. Attendees will have the chance to connect with peers, share experiences and build valuable relationships. Events—such as the Annual Membership meeting, Right to Repair Forum and TIA Networking Reception—will facilitate meaningful interactions and foster collaboration within the industry.

• The Right to Repair Forum continues last year’s discussion with crucial legislative updates affecting all industry segments. This year will feature industry leaders from various organizations, and industry participation is strongly encouraged. This forum is vital for everyone in the automotive and tire industry. Be part of the conversation, and make sure to attend.

• Join TIA for the Tuesday Welcome Reception, exclusively for TIA members, at the TIA booth from 3:30 p.m.–5:00 p.m. This event offers a unique opportunity to meet the influential leaders who drive TIA’s training, professional development, government affairs and more. Discover the member benefits available while enjoying refreshments and light hors d’oeuvres. All TIA members are highly encouraged to take advantage of this chance to network and learn more about association’s leadership, especially new TIA President Debra Hamlin.

TIA’S VISION FOR THE FUTURE

As TIA continues to advance its mission of promoting tire safety and industry excellence, the association remains committed to supporting its members and fostering innovation.

By participating in events like the GTE and partnering with organizations like SEMA, TIA aims to strengthen the tire industry and ensure its continued growth and success. For SEMA attendees who may be new to TIA, the Show offers an excellent opportunity to learn more about the association, its mission and the many benefits of membership.

TIA is more than just an organization; it is a pillar of the tire industry, dedicated to advancing safety, education and professional development. Through its year-round efforts, TIA continues to make a significant impact on the industry and its members.

As you explore the Global Tire Expo at this year’s SEMA Show, take a moment to discover the many ways TIA is driving the industry forward and consider how you can get involved by visiting the association’s Booth (#40067 and #41067).

Although the sector has contracted since COVID, overlanding remains an enthusiast space among consumers.

"I'm curious [about] the age range [of the overland consumer] and will be concerned if it continues to become an old person with disposable income activity only. [There is] a lot of great content on YouTube that I hope is connecting the younger generation to this in the real world," said Chris Horton, Yakima Products category manager.

INDUSTRY CONSOLIDATION

While loads of new companies seem to pop up in the overland industry all the time, lately the trend has been big investment firms and larger companies gobbling up industry stalwarts.

Moea Theroux, ARB USA marketing manager, said she has seen "a lot of consolidation. It's good for the consumer because all these conglomerates have to lift their game, and their products need to respond to quality and price points. It forces innovation to stay relevant."

On the flip side of that coin, Brian Fulton, Goose Gear CEO said, "Consolidation is terrible for the industry but great for small innovative companies. "He went on to talk about how consolidation has discouraged innovation because some of the big players continue to copy products from the little guys and then spend more on advertising those products.

Scott said, "A lot of new companies are coming into the space, diluting the space, and we might be on the tipping point of consolidation." He also thinks we could be two years away from some consolidated companies selling off brands or folding as they struggle to stay true to the brand ethos and product positioning that made them desirable in the first place.

OVERLAND RETAILERS

Scott further observed that "many dealers have pivoted to selling campers and/or trailers, and those are the shops that are surviving."

I've also seen this, as many overland retailers popped up during the COVID-era highs and have since disappeared. Many of those relied almost exclusively on drop-ship programs and quickly realized as the industry cooled that they didn't have a

way to differentiate themselves from the competition and couldn't survive on such thin margins.

Even though revenue is down almost across the board in the overland space, there are still healthy retailers servicing the overland community. Fulton said, "Smaller guys are selling less and less, and bigger guys with better systems and processes are doing well."

OVERLAND PRODUCT MANUFACTURERS

"Most companies have added direct sales to build revenue and profitability," said Scott. This is true for all the overland manufacturers that I talked to for this piece: Yakima, ARB, Iron Man 4x4, Goose Gear and Overland Kitted.

While some have done this since the start, others like ARB and Goose Gear, have just added direct sales in the past few years, to the dismay of many retailers, as sales across the industry shrank. That said, both companies emphasized how important their dealership network is for the success of their business and the health of the industry overall.

While some have done this since the start, others like ARB and Goose Gear, have just added direct sales in the past few years, to the dismay of many retailers, as sales across the industry shrank. That said, both companies emphasized how important their dealership network is for the success of their business and the health of the industry overall.

INDUSTRY SEASONALITY

One aspect of the overland industry that I discovered in my discussions with company executives is just how seasonal it is. Everyone I talked to basically had the same thing to say: Springtime is when the bulk of yearly sales happen, with summer usually being strong as well. A holiday bump can happen but is highly dependent on the products and incentives/sales on offer.

Theroux said, "Usually, in the spring, people start 

From Overland Expo tothe SEMA Show Overland Experience, events continue to serve as the sector's "canaries in the mine."

The changing demographics of events will be an important harbinger of growth. Will young attendees continue to spend money at the same rates as older enthusiasts?

Overlanding is a seasonal industry. The bulk of sales take place in spring as enthusiasts gear up for adventuring by Memorial Day.

building vehicles to have ready for the summer. "This was reiterated by O'Connor, who said there is "definite seasonality. Early spring is when people start buying to build and go adventure by Memorial Day."

OVERLAND EVENTS

O'Connor also said, "Events are the canary in the coal mine of where the industry is headed."

I find that to be true, as events seem to mimic the industry pretty well. For instance, in the past few years, we've seen more large shows and fewer smaller ones. We've also seen vendor participation at all the shows outpace attendance, although attendee numbers have remained strong. Additionally, we've seen more complimentary product companies to the overland space market harder to the industry and attend more of the events.

Seeing the builds and products on offer at the shows and talking with attendees can give great

insight into the industry's health. Todd Scott, Yakima Products category manager, says he "talked to more retired-aged adventurers looking to drop cash than younger folks" when he attended Overland Expo Pacific Northwest in June. That is a concerning observation from the perspective of growth in the industry.

AUTO MANUFACTURERS' INFLUENCE

One of the biggest trends in the past few years, and one that doesn't look to be slowing down any time soon, is the automotive OEMs' focus on building great off-road-capable overland vehicle platforms and supporting those platforms with overland accessories at the dealership. OEMs are also partnering with trusted overland industry companies on factory-built special editions—think ARB with the Tacoma Trailhunter and AEV with the Colorado ZR2 Bison.

BUILDS STARTING WITH OLDER VEHICLES

Inversely, Fulton pointed out that older vehiclesare hot again for overland builds. He said, "as theeconomy cools, people are starting to build theirolder vehicles, like the JKU and older 4Runner."With the average new-vehicle purchase nowabove $47,000 and most popular overland vehiclesmuch more than that, consumers are finding waysto get their dream overland machines built. Startingwith an older used vehicle can allow for morefunds to be used toward modifications andpersonalizations.

While it has seemed like so many new overland community entrants have bought new vehiclesand modified them right away, it's likely that buyeris much rarer than we might think. As AdventureImport's Scott pointed out, "Historically, the thirdbuyer is the one to modify a vehicle." However, itdoes seem like in recent years more people havebuilt their overland vehicles up before or right aftertaking first ownership.

MORE GEAR MEANS BIGGER TRUCKS

While midsize trucks have been and still are thego-to for most of the world, fullsize trucks havebecome more popular recently with the NorthAmerican overland crowd. Bigger trucks offer morecarrying capacity and more space. As the trend continuesto be carrying more and more gear and beingmore comfortable out in the wilderness, the fullsizetruck just makes sense.

Trucks, in general, are hot in the overland space.Because of that, truck-bed racks have also seen anexplosion in offerings and innovation in the past fewyears. Yakima's Scott said, "Jeeps, FJ Cruisers and4Runners were less present than in previous years[at Overland Expo Pacific Northwest]. This was theyear of the truck and truck rack."

PRODUCT INNOVATION

O'Connor sees innovation and interest in suspension,bed racks and canopies. He also pointed outthat, "We don't sell consumables, we sell big-ticketdurable goods. We have to rely on new peoplecoming into the space or people finally replacingsomething [to continue selling products]." Innovationis key to getting new and old overland communitymembers alike excited about purchasing products.

Yakima's Horton said it's "all about temperatureregulation. Small, portable diesel heaters and ACunits are where I have seen the most movement inthe past few years. Summers have only become hotter,and cold nights are very common in desert climatesor for those winter travelers. I see the shape,size and ability all getting better, but also addingadditional features like power storage or even generationfor powering items in camp." He went on

Theroux wrapped up our innovation discussionby saying it "must be a solution to a problem thatexists versus just being a really good product."The market is saturated with products, but there isalways room for new products that relieve a painpoint for consumers.

ROOFTOP TENTS

No discussion of overland trends would be completewithout talking about the ultimate overlandfarkle, the rooftop tent (RTT). O'Connor said it"seems like everyone is getting into the RTT game,the market is getting saturated, and it's not greatfor the consumer because of the quality." As oflate, it really has seemed like a race to the bottomfor RTTs in terms of price and quality. An RTT is abig-ticket vehicle adornment that many consumerswant, even though they're likely to use it just oneor two times a year. Because of this, lower pricepoints are highly attractive.

Theroux said, "RTTs are getting bigger and morespacious. So many products are getting bigger and heavier, which is pushing vehicle size larger."She has also seen a shift from softshell RTT to hardshell because of their quick deployment andother options.

When you see RTTs for sale on websites likeLowe's and Home Depot, like we have for a fewyears now, you know overlanding has saturated themarket and is likely here to stay.

POLITICAL AND ECONOMIC INFLUENCES

There are many factors that could stifle sales inthe overland industry. Many of them are not withinthe control of those in the industry or community.While the supply chain has mostly reboundedfrom its pandemic woes, the rising cost of quality

LATE 2024 OVERLAND INDUSTRY TRENDS

To sum it all up, the overland industry is currentlyexperiencing decline, but also still quite healthy.Growth is likely to be seen again in the near future,just not at the exponential rates seen during thepandemic. That possible growth could be hinderedas geopolitical events continue to unfold andraise raw-material and shipping costs. We'realso likely to see continued consolidation in theindustry, but it's unclear how that will affect theindustry's health.

New vehicles, especially fullsize trucks, are ahot category, and are driving some of the recentinnovation and new-product development. Modifyingolder used vehicles is becoming very popularagain, as new-vehicle prices continue to rise. Truckracks are a hot category with lots of new playersand innovations. The stalwart RTT segment is fullysaturated and price point is largely driving much ofthe sales.

It's hard for smaller retailers to get a foothold inthe industry, and larger retailers continue to expandtheir product offerings, with many bringing inindustry-adjacent, off-road-capable RV products.Retailers are also having a hard time competingagainst manufacturers in the space, as most nowoffer direct sales. A bulk of overland industry saleshappen in the spring, so let's cross our fingers andtoes for a strong first half of 2025.

THE 2024 SEMA SHOW KEYNOTE SPEAKER SHARES HIS TAKES ON EXPLORATION, RISK-TAKING AND ADVENTURING OFF THE BEATEN PATH

BY SEMA MAGAZINE EDITORS

Bear Grylls, host of "Man vs. Wild," "Running Wild With Bear Grylls" and "You vs. Wild," will deliver a keynote address at the 2024 SEMA Show as part of the trade-only event's professional-development experience.

Taking place November 5–8 in Las Vegas, the SEMA Show will feature Grylls, a renowned survival expert, writer and adventurer, on the SEMA Main Stage, where he will talk about the things that have shaped him and the lessons he's learned along the way. Grylls' keynote address, entitled "The Power of Resilience—Never Give Up, Featuring Bear Grylls," will take place at 2:00 p.m. on Thursday, November 7 in the West Hall.

The adventurer's speech is part of a comprehensive SEMA Show Education program that focuses on leadership and year-round skill development. Through his keynote, Grylls will guide the audience on a journey to understand how to overcome hurdles and adversity and to learn from failures. His stories of resilience, courage and never giving up will inspire, uplift and empower the audience to face their own challenges.

"The 2024 SEMA Show Education Program will feature iconic personalities in the automotive industry, thought leaders and entertainers sharing fresh perspectives and innovative ideas and strategies," said SEMA Trade Show Director Andy Tompkins. "We are committed to ensuring that participation in the SEMA Show is easy, affordable, inspiring and provides the greatest return on investment." To learn more or to register to attend the 2024 SEMA Show, visit semashow.com.

>>Grylls' SEMA Show talk will touch on the life skills he's learned--and their potential impact on any endeavor.

SEMA Magazine: As one of the most recognized faces of survival and outdoor adventure, what would be your advice to parents to encourage children to want to spend more time outdoors?

Bear Grylls: I think doing stuff together is key. And keeping it simple. Even a walk in the park or cycle ride can show children that there's so much more to life than computers and TV screens. It's so important to instill in kids from an early age that adventure can be for everyone and that you don't need to tackle Everest to find fun and empowerment in the great outdoors. Adventure builds confidence, and I see that time after time through the scouts and through our TV shows. Adventure is a state of mind that dictates how we live our lives.

SM: Raising three boys on a remote island must have provided some fantastic opportunities for outdoor play and learning. What have been some of your highlights of island living?

BG: We have been so lucky to live on a pretty wild part of the world in North Wales on this little island off the coast in the United Kingdom. Life on the island is pretty simple. That's the appeal for me. Highlights for me are barefoot walks in the rain, outdoor military-style workouts (see bemilitaryfit. com) and swims in the sea. Or maybe when we get cozy when a storm comes over and we have a movie night. Generally, life is pretty physical though on the island. Even going to the mainland to get supplies involves a hill, a quad bike, a row boat, a RIB (which is a rigid inflatable boat), a hike and then the reverse process. But done together it's an adventure.

SM: Known for pushing yourself to the limits both mentally and physically, what would you say has been one of the biggest challenges you've accomplished and what helped you persevere through?

BG: I think passing Special Air Service selection at a pretty young age was one of the biggest challenges for me looking back. It was a brutal few months, but it gave me friends for life, skills for life and a confidence that I maybe didn't have beforehand. One of the biggest setbacks, though, in my life was after I had a parachute failure when I was in the military. I had a freefall accident in Southern Africa, and a canopy failed. I broke my back in three places. I had to spend 12 months in and out of rehabilitation in back braces. That time in hospital taught me the simple lesson that life is fragile and that if we are lucky enough to survive and have a lucky escape, then we have a duty to try to get back up and grab life with both hands. Gratitude and humility are hardwon lessons, but the wild teaches them in spades over time. SM: Has your approach to risk changed since becoming a parent?

BG: There has obviously been a significant amount of risk involved in my life and in my job, and I have had quite a few close calls over the years. But those moments have taught me so much about what it really takes to stay alive in crisis times. To not be afraid of taking calculated risks. Because struggle and risk develops our strength. But you've also got to be smart; you only get it wrong once. Since having kids, I've grown smarter with risk taking, and I have developed a good instinct of what is safe to do and what is not. I really try and listen to that voice.I also know that the wild and life rewards commitment and that once you commit to something then the way often opens before you.

SM: You have spoken about the importance of setting goals. How has that practice shaped the choices you have made in your career and life in general?

BG: I think as humans we are at our best when we have a goal. I have always tried to live like this with clear goals and targets to aim for. I have failed so many times in my life, and that's okay. In fact, it's key. Life is all about that spirit of endeavor and never giving up. That mindset has become a way of life for me nowadays—to give your best and not be scared to fail.

SM: What was your very first car? What do you remember most about it?

BG: My very first car was a Black London Cab that I bought for a thousand bucks and still own to this day. It had a mattress in the back so I could also sleep in it. We still use it quite a bit for fun as a family together—for fun afternoons in the beautiful English countryside, maybe going for a picnic and a hike. The cab used to break down almost daily in the old days, and it's a miracle I found a girl that tolerated it, but it's part of our story and we are still married to this day. So, it worked!

SM: How have off-road vehicles helped support your adventures and career?

BG: Off-road vehicles have played such a fundamental part to all my adventures over the years. They have been the unsung hero to many expeditions bringing in supplies such as camera gear and having emergency gear on standby. Over the years, I have learnt it's important to have trusted vehicles cars and great tires! Having off-road vehicles alongside us on my adventures has allowed us access to endless remote locations. I see them as facilitators which allow you to explore trails, landscapes and regions that are often far off the beaten path.

SM: We assume that modified vehicles with off-road capabilities appeal to you most. Is that accurate? BG: Off-road vehicles to me mean access to adventure and modifications are a way you can personalize it and make those adventures your own. Whether it's extended towlines or wider inflatable tires for swamps and water—with good modifications you are limited only by your imagination.

SM: What do you think is the biggest opportunity the automotive aftermarket can capitalize on? BG: Adventure and the outdoors never go out of fashion—and more and more families want safe, accessible, fun outdoor experiences but to be able to carry enough supplies for those adventures.