If you’re in the powersports industry, you probably think of the Performance Racing Industry (PRI) Show as something for the “car guys.” And sure, on the surface it’s mostly about auto racing—stock cars, drag racing, sprint cars, and everything in between. But here’s the thing: if your company has any overlap with the automotive side of motorsports, PRI is absolutely worth your time.
The 2025 edition of the show takes place December 11–13 in Indianapolis, Indiana, filling the Indiana Convention Center and Lucas Oil Stadium with more than 1,000 exhibitors and thousands of attendees from every corner of the racing world. It’s where racers, manufacturers, builders, and media all come together to talk business, check out what’s new, and get a feel for where the industry is heading.
Why Powersports Companies Belong There
Over the years, I’ve noticed more and more crossover between auto racing and powersports. A lot of the technology, materials, and even suppliers are shared between the two worlds. Think about it—engine builders, lubricant and coolant companies, data acquisition systems, fabrication tools, safety gear, transport equipment—they all play in both sandboxes.
If your business touches performance, racing, or high-end mechanics in any way, you’ll find value walking the PRI floor. It’s a chance to meet potential partners, discover suppliers you might not have known about, and see firsthand where innovation is headed.
And beyond the business side, PRI is a great place to get inspired. The energy is different—racing people from every discipline under one roof, all passionate about going faster, working smarter, and building better.
The Bigger Picture
PRI isn’t just a show—it’s a snapshot of the entire motorsports economy. According to PRI’s own data, the racing industry contributes more than $69 billion to the U.S. economy each year and supports over 318,000 jobs. That’s not just “car racing” numbers—that’s the entire motorsports ecosystem.
For powersports companies looking to grow or diversify, that’s a huge opportunity. The lessons learned and the relationships built at PRI can help fuel growth across both two and four wheels.
Bottom Line
If your business has even a small connection to auto racing—or if you just want to see what’s happening across the broader racing landscape—the 2025 PRI Show should be on your radar. It’s a great place to explore new markets, strengthen your industry network, and see what’s next for performance and racing technology.
You can register and learn more at PRI2025.com/Attend.
And if you decide to attend, make sure you stop in at the Engine Ice booth (2112) and say hi.
I’ll be keeping an eye on this one—it’s always exciting to see how the powersports and auto racing worlds continue to influence each other. Sometimes the best ideas and partnerships come from stepping just a little outside your usual circle.
