SEMA and PRI Rev the Engines on New Era of Motorsports Advocacy, Add Two Strategic Roles

WASHINGTON, D.C. – March 30, 2026 – (Motor Sports NewsWire) – The Specialty Equipment Market Association (SEMA) and its Performance Racing Industry (PRI) subsidiary are building up its capacity to advocate for the motorsports community, adding two new strategic roles on its Washington, D.C., Government Affairs team to bring more focus to racing and its legislative and regulatory issues.

• “The addition of these positions is a strategic investment back into the motorsports community, which is a significant economic driver and a jewel in the crown of American culture,” said Karen Bailey-Chapman, SEMA’s senior vice president for public and government affairs. “When SEMA and PRI support racetracks, we’re supporting community, innovation, and our nation’s competitive spirit; these new roles are in service to that calling.”

SEMA is promoting Tierra Hubbard to Director of Government Affairs for Racing. In this new role, Hubbard will lead advocacy on racing-specific issues at local, state, and federal levels, including developing and executing proactive legislative strategies to advance positive, racing-friendly policies at all levels of government. Hubbard, previously SEMA’s senior manager for state government affairs, has played a pivotal role in both organizations’ national Right to Race campaign, helping deliver meaningful wins on the eastern half of the U.S.

• “Tierra is one of the hardest-working and most effective advocates in our organization, and she’s earned the respect of lawmakers and the racing community alike. Over the past year, she has led the charge on our Right to Race efforts, helping drive meaningful progress in multiple states and building the coalitions needed to sustain that momentum,” said SEMA Senior Director for State Government Affairs Christian Robinson. “We are thrilled to see her step into this new role, where her leadership and work ethic will continue to deliver results for the motorsports community.”

“Working with SEMA and PRI on motorsports initiatives has been incredibly rewarding, and because of my father’s passion for racing, it serves as a personal reminder of why racetracks mean so much to communities across the country,” said Hubbard. “I’m excited to get on the road, meet with track owners, drivers, pit crews, and fans, and continue advancing the Right to Race campaign to protect and preserve this cultural treasure for generations to come.”

Hubbard, a native of Minnesota, holds a degree in political science and criminal justice from George Washington University.

Lifelong motorsports enthusiast and seasoned political operative Coby Lobaugh is joining SEMA as Grassroots Manager for Racing. This new position will help engage the motorsports community in advocacy efforts. Lobaugh brings with him a lengthy track record of success in managing digital advocacy campaigns for political candidates, not-for-profit organizations, and members of the U.S. Congress.

In this new role, Lobaugh will support the efforts of SEMA and its Performance Racing Industry subsidiary to activate and educate track owners, drivers, fans, and local communities on key legislative priorities.

• “We’re thrilled to add Coby to the PRI Government Affairs team and believe he adds a potent mix of motorsports enthusiasm and digital communications acumen,” said SEMA Political Director Lauren Wilbor. “This is a critical step as PRI continues to build up our capacity to advocate for the nation’s motorsports industry and its $69 billion annual economic impact, while engaging and mobilizing the people with whom the racetrack is a second home.”

Lobaugh joins PRI from Judicial Watch, where he created content and oversaw broadcast productions reaching the organization’s more than 7 million audience members. He also served as digital director for Rep. Mike Lawler’s successful electoral campaign in New York, and built a compelling and engaging online communications platform for Rep. Lauren Boebert (R-Colo.). Lobaugh’s passion for cars and automotive culture is well-documented, including stints as a contributor and photographer for Viper Quarterly Magazine, an enthusiast-focused publication devoted to Dodge’s iconic sports car.

“Anyone who loves cars knows and appreciates what PRI is doing to preserve American car culture and protect our nation’s motorsports industry,” Lobaugh said. “It’s exciting to have this opportunity to work directly with those who pour their hearts and souls into racing and motorsports, and ensure that this vibrant part of our nation’s heritage continues to flourish.”

Lobaugh is a Texas native and holds a degree in broadcast production from Sam Houston State University.

ABOUT SEMA

The Specialty Equipment Market Association (SEMA) serves as a leading voice for the worldwide car culture, representing over 7,000 member companies that create, buy, sell, and use specialty-automotive parts that make vehicles more unique, attractive, convenient, safer, fun, and even like new again. Business member benefits include product development resources, market research, networking, education, legislative advocacy, and more. The Association organizes the annual SEMA Show in Las Vegas, Nev., and actively supports the career and business opportunities that the aftermarket generates. The industry contributes nearly $337 billion in economic impact to the U.S. economy, supports 1.3 million jobs nationally, and generates nearly $53 billion in parts sales annually. For more information, visit www.sema.org.

ABOUT PERFORMANCE RACING INDUSTRY

Performance Racing Industry fuels the passion for motorsports by building, promoting, and protecting the worldwide racing community. PRI supports the interests of racers, enthusiasts, builders, tracks, sanctioning bodies and businesses through legislative action and advocacy, its monthly business magazine Performance Racing Industry, and the world’s premier motorsports trade show, the PRI Trade Show. PRI also supports businesses by providing market research, education and best practices in motorsports business and racing technology. For more information, visit PerformanceRacing.com.

Source: Specialty Equipment Market Association

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