Six TIA Sessions to Help Your Tire Business Succeed at the SEMA SHOW

A tire wear complaint can become a difficult conversation at the counter. An unfamiliar TPMS system can tie up a service bay. A roadside service call can put a technician in a dangerous situation. For tire dealers, each presents a reason to keep learning, and an opportunity to improve how their teams work.

The Tire Industry Association’s six education sessions at the 2026 SEMA Show will address these challenges and more, offering practical guidance that retail and commercial tire businesses can put to work. Scheduled for Nov. 3-4 at the Las Vegas Convention Center, the one-hour sessions cover tire conditions, TPMS, advanced driver assistance systems, roadside safety and customer service.

“TIA’s educational seminars during the Global Tire Expo at the SEMA Show will provide attendees with valuable information they can use to improve operations in every aspect of the business,” said Kevin Rohlwing, Chief Technical Officer at the Tire Industry Association. “The sessions on tire conditions analysis, TPMS and emergency road service will help technicians make better service decisions, while the sessions on ADAS and customer service give managers and marketing professionals valuable insight into the changes shaping our industry.”

The sessions are free, but advance registration is required. Here’s what tire dealers and their teams can expect.

Help Customers Understand Tire Wear

Tires at 10: Passenger and Light Truck Tire Conditions Analysis
Tuesday, Nov. 3, 10 a.m.

When customers ask why their tires wore unevenly or failed prematurely, a clear explanation can help them understand what should happen next. TIA’s Kevin Rohlwing, Jose Moreno and Ryan Graves will explore the association’s Passenger and Light Truck Tire Conditions manual, which identifies common irregular wear patterns and their probable causes.

Using real-world examples, the session will explain TIA’s three tire-condition categories – maintenance, mechanical and manufacturer – and help attendees communicate their findings to customers. Dealers can use that knowledge to have clearer, more informed service conversations with customers.

Get Familiar With Commercial Truck TPMS

Truck Tires TPMS at 10: TPMS in Commercial Truck Tires
Tuesday, Nov. 3, 10 a.m.

Commercial truck TPMS brings service challenges for technicians who may have limited experience with internal sensors. Led by TIA’s Shawn Pease, this session will bring together TPMS manufacturers to examine the technology’s role in today’s commercial truck market and where it is heading.

The discussion will cover mounting and demounting tires with valve-stem and band-mounted sensors, along with relearn procedures. Commercial dealers can build their understanding of the systems technicians may encounter and the procedures required to service them.

Prepare for Custom Fitment Challenges

Tires at 2: ADAS and the Future of Custom Tire and Wheel Fitments
Tuesday, Nov. 3, 2 p.m.

For shops that sell custom tire and wheel packages, understanding how vehicle modifications interact with advanced driver assistance systems is becoming increasingly important.

TIA’s Kevin Rohlwing and Roy Littlefield IV will examine automatic emergency braking requirements and the challenges they present for custom fitments. They will also discuss the ADAS Functionality & Integrity Act and steps attendees can take to support the vehicle modification industry. The session will help dealers better understand the technical and policy developments affecting custom tire and wheel fitments.

Work Through Common TPMS Delays

TPMS at 10: Curing the TPMS Pain Points
Wednesday, Nov. 4, 10 a.m.

Even as TPMS technology becomes easier to manage, vehicle-specific problems can still slow technicians down. Shawn Pease will lead a panel of scan-tool and sensor experts through 10 situations where gaps in information, training or equipment can interrupt productivity.

The panel will outline practical steps for addressing these common problems. The benefit is a clearer understanding of where TPMS jobs can stall and what how teams can keep service moving.

Strengthen Roadside Service Safety

Truck Tires at 10: Emergency Road Service Safety
Wednesday, Nov. 4, 10 a.m.

Roadside service places commercial tire dealers into an environment they cannot fully control: the roadside. Kevin Rohlwing will introduce TIA resources designed to help dealers train employees on critical safety practices.

The session includes a new video on service-truck positioning. It has an emphasis on alerting passing motorists to an active work zone. Attendees will also learn criteria for selecting a safe work area, providing actionable guidance dealers can bring back to their roadside service teams.

Make Customer Service Part of Your Identity

Management at 2: Making Customer Service Part of Your Brand
Wednesday, Nov. 4, 2 p.m.

Independent dealers compete with regional chains, national retailers, warehouse clubs and private-equity-backed businesses. Kevin Rohlwing will examine that changing landscape and the role customer service plays in helping independents compete.

The session will outline steps dealers can take to make exceptional service a recognizable part of their brand, giving owners and managers ideas they can apply throughout the customer experience.

Plan Your Sessions Before the Show

The two 10 a.m. sessions run concurrently each day, so dealers can choose according to their business needs or divide attendance among team members to bring more knowledge back to their organization. Register in advance at semashow.com/education-schedule, select the TIA program and review the latest session details. Schedules are subject to change.