2024 PRI Show Proves to Be the Mecca of Motorsports

"The partnership between PRI and SCCA is a natural one, especially considering that both organizations have the same goal of accelerating grassroots motorsports in the United States," said SCCA President and CEO Mike Cobb. "Thanks to this partnership, SCCA members will have access to PRI's resources, which include not only discount programs and access to a broad array of potential supplier partners but also to the latest industry news that is relevant to the hobby they hold so dear."

This announcement comes just one day after Cobb and IMSA President John Doonan took part in a PRI-hosted session entitled "Attracting and Training the Next Generation of Motorsports Leaders" in the T.O.P.S. HQ (Tracks, Operators, Promotors and Sanctioning Bodies Headquarters). For more details on this new partnership and what it means for both organizations, visit here.

PRI also announced that, for the first time ever, PRI Magazine is now available to everyone at no cost in a digital format. While previously only available in print to Champion-level PRI members, the publication is now available digitally across the globe. Whether you're an industry member staying on top of trends or a racing enthusiast interested in learning more about motorsports, the digital magazine is available today in current and past issues in just a few clicks. Learn more here.

PRI Education was in full swing on Friday, with several well-attended sessions, including the always-favorite Women in Motorsports Panel.

Now in its fifth year, Friday's panel was once again moderated by Jeanette DesJardins, founder of CarChix, and featured Madison Conrad, an EFI calibration technician for Roush Yates Engines; content creator Elly Wong; Victoria Thomas, owner of the Porsche-focused brand Kellymoss; and drag racer and marketing coach Megan Meyer. Panelists discussed topics such as work/life balance and standing out in a male-dominated sport, with Meyer sharing insights on how to succeed at social media.

"When it comes to social media, it's a chore. But it is something that you need to do, especially if you are a driver because you're a brand ambassador--not only for your team, but also for your sponsors, their customers, and so on. My best advice is to think about a strategy that works for you. Social media changes so much; the algorithm is always changing, so try to be flexible with it and understand it's going to change at some point. Remember, 'what got you here won't get you there,' but the one thing [I've found] that does always work is engagement. The first word in social media is 'social,' so you need to comment, engage and like," said Meyer.

And, Thomas pointed out that while some may think women have a disadvantage in motorsports, the opposite may, in fact, be true. "It's easier to get sponsorship money as a woman in racing right now [compared to men]," Thomas said, sharing that it's estimated that women in racing receive more ROI for their sponsors compared to male counterparts.

PRI Show attendees continued to use the Featured Product Showcase, again located near the Capitol Cube, as a jumping-off point for their Friday Show plans, browsing the display of innovative offerings from this year's exhibitors before hitting the halls. 

The annual display highlights hundreds of products submitted by PRI Show exhibitors across all categories of the performance and racing industries and offers a glimpse at what to expect on the Showfloor. 

One Showgoer, Eric Ellington from HR Race Car Products in Comer, Georgia, made the Featured Product his first stop upon arriving at the Show.

"I like the fact that [products] are out here, and you can spend some time looking at it and figuring out what you can it use it for," he said.

Another attendee also gathered some intel before embarking on his Showtime mission and was impressed by what he saw. 

"It seems like the industry is still growing," said Jarrod Richards of RPC Motorsports in Troy, Missouri. "People are still innovating and trying to improve things."

Every year, a panel of judges—consisting of media members and sanctioning body officials—comb through the cases of products and ultimately provide their picks for products they believe will resonate with the market in the coming year.

One judge, Power Automotive Media Vice President of Content and Strategy Scott Parker, had a hard time narrowing down his selection before ultimately deciding on the two-piece Powerglide case from FTI Performance as his Judge's Pick. However, according to Parker, the whole feature was filled with the best the racing industry has to offer.

"It's the pinnacle," Parker said of the Featured Product Showcase. "When you look at the cream of the crop, the best new products are at the Show and in the Showcase."

Every year, a panel of judges—consisting of media members and sanctioning body officials—comb through the cases of products, and ultimately provide their picks for products they believe will resonate with the market in the coming year.

Seen in the Featured Products Showcase and also on the Show floor was Garrett Motion's new G-Series II turbocharger, which is designed to increase power and performance with 10% compressor flow (compared to the last edition of the turbo), plus enhanced pressure ratio capability and higher boost pressure, increased efficiency at high flow rates and lower intake temperature. "It's the same size, same weight, but it just has  a higher flow rate," said Tim Coltey, global performance marketing leader. Coltey also pointed to the newer Garrett G-XRace GXR55-88, featuring XBoost Technology designed to increase power and performance.

Along with the Featured Product Showcase, one of the first things to greet PRI Showgoers when they walk into the Indiana Convention Center this week is the PRI Podcast Studio, a state-of-the-art podcast booth that is serving as a home base for a number of automotive podcasters during the week.

Situated in the shadow of the Penske Porsche GTP Hanging Car in the Capitol Cube, the Podcast Studio is hosting live recordings throughout the Show, giving attendees a chance to see their favorite industry voices in action. 

One of those voices, Ken Stout, also relished the opportunity to see so many friendly faces during two live recordings of his show, "The Skinny," which he co-hosts with Rico Elmore.

"You see all your friends walking by, saying hello through the glass. And you're like, 'Oh, I want to get that guy in here and get that guy in here,'" Stout said. "There are just so many opportunities to talk to so many cool people. Everybody's here."

Having the PRI Show Podcast Studio provides a valuable platform for Stout to continue the mission of his 25-year career, supporting racing businesses, drivers and the people who make it all happen.

"I think the media brings a very important element. It's getting the word out to the masses so these businesses can sell their products and their goods, continue to make money and support our industry," Stout said. "Our job is also to represent those drivers. Those drivers are really good at what they do but they might not be the best speakers. My goal is to help somebody at home understand that you're watching a really special person.

"And also, the mechanics, the men and women that work on those vehicles and get them to the level they're at. We're talking about the absolute best in the world who donate their entire live to the effort," Stout continued. "The media is responsible for bringing that information to the masses."

The innovation will continue on Saturday, December 14, so follow along for the latest!