New products, new exhibitors, advanced technology, education, networking opportunities—can you afford not to attend the PRI Show this year?

“Do you really need to attend?”

In the world of business trade shows, the answer to this critical question comes down to a simple distinction—whether exhibitors and attendees find value by attending that show. In the case of the PRI Show, the answer to that question is clear.
According to a post-Show survey conducted earlier this year, more than 80% of exhibitors describe the PRI Show as a “must-attend event.”
The PRI Show—now in its 36th year—will feature thousands of highly motivated motorsports industry consumers walking the aisles of the Indiana Convention Center (ICC) and Lucas Oil Stadium on December 12–14. Each year, racing entrepreneurs flock to Indianapolis, Indiana, from all 50 states and more than 70 countries.
The Show will feature more than 1,000 companies and well over 3,500 booths exhibiting across 750,000 gross square feet of space. Buyers will have access to the newest race products, services, machinery, simulation and testing technologies, trailer exhibits, and much more.
The biggest business event in motorsports is a can’t-miss opportunity for anyone involved in a serious motorsports business, whether it’s for meeting connections, discovering innovative technology, introducing new products, or simply mingling with the best minds in the industry.

Power of Connection

For many attendees, the value begins with the opportunity for in-person interaction on the Show floor.
“Face-to-face is always better,” said Andrew Johnson, a custom engine builder at LSX Swap Solutions, East Orange, New Jersey. “Even over the phone, it’s difficult to explain something or point something out because you’re basically just going off the description. At PRI, the parts are here, the people are here.”
Featuring a wide variety of products and consumers from all corners of the motorsports industry, the PRI Show also provides a rare opportunity for businesses to reach new customers from different disciplines.
“We have more variety of booths, manufacturing, distributors, and products,” said Karin Davidson, PRI Show director. “You can search the internet all you want, but you should see it, touch it, feel it, hear about it, and talk about the products with experts at the Show. That’s how you get that industry knowledge to go faster. The proof is in the pudding.”

Timing is Everything

December is offseason for nearly all forms of motorsports, which means the entire industry is able to gather in Indy at the PRI Show.
This optimal timing turns the PRI Show into an annual gathering and celebration of the entire motorsports industry. In turn, this provides exhibitors and attendees direct access to the entire motorsports distribution pipeline. It’s no secret that business moves made within the aisles of the Indiana Convention Center and Lucas Oil Stadium will have a direct impact on the moves made on-track during the 2025 season.

“The PRI Show is really important, especially in Q4 when decision-makers are looking at the upcoming year,” said Derek Yoder at Frontstretch.com, Mount Joy, Pennsylvania. “They’re seeing where they can really start applying where their dollars are going and what trends they’re seeing going into the next year.”

New Opportunities

Whether it’s the optimal timing or the valuable in-person connections, the PRI Show is to refuel and recharge racing businesses as they prepare for the next season. One of the best strategies for accomplishing that goal is finding new customers, even if they race something different than current customers.
“Maybe a team is specifically going to the PRI Show for meetings or looking for a new transmission partner for the next race season,” said Jim Liaw, PRI general manager. “But they also have a driveshaft issue, and there’s somebody else at the Show that they can talk to about that. There’s some intent, but really the variable and the valuable parts of coming to the Show are the unintentional opportunities.”

While PRI Show attendees benefit from having access to a wide range of exhibiting companies, the same can be said for the exhibitors. Connecting with existing customers will always be important, but those three days in Indianapolis are many companies’ best opportunity to expand their customer base into new motorsports segments.
“That’s the whole point of being an exhibitor at the Show,” said Liaw. “That company will have a product, but even though they may not be releasing a new product line at the Show, they can discover a whole new group of people that can help them grow and expand their business, without having to come out with a whole different line of products.”

Learn, Grow, Win

Beyond business opportunities, the PRI Show also presents industry members with a prime opportunity to gain valuable knowledge from education sessions, seminars, and more. Education is one of the key missions of PRI, making sure that our industry is at the cutting edge at the track, at the shop, and in the boardroom.
“PRI is proud to be in a leadership space to help lead our industry into topics, conversations, racing disciplines, and new fields—offering that first look to people,” said Liaw.
Twelve seminars are part of the PRI Education lineup (see page 76), while additional presentations from PRI exhibitors are also available with even more learning opportunities (see page 82), so you can return home armed with up-to-date information to apply right away and share with customers.
The final checkered flags of the 2024 season are waving, but now it’s almost time for the green flag to fly on the race to win the offseason. A race that kicks off at the 2024 PRI Show in Indy—will you be on the grid?