SEMA Board Chair Melanie White on “Only The Strong Survive”
When Melanie White stepped into the role of chair of the SEMA Board of Directors, she brought a uniquely grounded perspective to the position. As the fourth-generation CEO of Hellwig Products, a family-owned manufacturer celebrating its 80th anniversary, she operates squarely in the trenches of the automotive aftermarket.
On the latest episode of the “Only The Strong Survive” podcast, host Dan Kahn sat down with White for her third appearance on the show. In a wide-ranging conversation, White opened up about the distinct responsibilities of leading SEMA, navigating landmark political victories and modernizing board governance to protect the many businesses that power the $50-plus billion automotive aftermarket industry.
Click the icon above to listen to the entire episode, and here are our top five takeaways:
Governing takes a different approach than managing.
SEMA’s legislative efforts are making an impact.
Small businesses absolutely matter.
Stepping outside your comfort zone is important.
There is a bright future for the automotive aftermarket.
Governing vs. Managing
Transitioning from running an agile manufacturing business to presiding over a massive trade association requires a fundamental shift in mindset. For White, taking on the leadership of SEMA meant adapting her day-to-day managerial style to a broader, policy-driven mandate.
While entrepreneurs are accustomed to making immediate operational calls, board leadership demands a strategic, long-term focus designed to safeguard the association and its members.
“In my day-to-day life at work, I make all the decisions. I don’t have to make them with a board,” said White. “That muscle was very different for me to have to learn to govern versus manage, because I manage all day, every day. So, it is just a different way of approaching things.”
Public Wins and Legislative Impact
A major focus of White’s tenure as chair has been elevating SEMA’s government affairs and legislative outreach. From federal regulations to local state mandates, regulatory pressures directly impact how aftermarket companies design, manufacture, sell and even package their products.
Highlighting a recent high-profile victory, White recalled joining California Governor Gavin Newsom at Jay Leno’s famous garage for the signing of “Leno’s Law,” a bill extending smog check exemptions for classic and collector vehicles. The signing represented a major effort by SEMA’s Washington, D.C., and California advocacy teams to protect car culture.
“Leno’s Law allows it (smog check exemptions) to be rolling. Each year expands into another year. Governor Newsom came to Jay’s garage and signed the bill in person,” said White. “It was really cool to see the influence our industry is making. The SEMA team had a huge part in that and really helped Newsom’s team understand what is behind it.”
Fighting for Small Businesses
Though SEMA represents massive international brands, the vast majority of its membership consists of small manufacturers, local speed shops, jobbers and independent builders. White remains vocal about ensuring these smaller entities have a seat at the table.
One of her reasons for becoming chair at SEMA was to ensure that all of the organization’s efforts benefit businesses both big and small.
“One of the things I learned when I originally got on the board of directors was how many small businesses there are in our industry. The thing that is so cool about our industry is the level of innovation that happens in it. And that does happen from that entrepreneurial spirit, right? And that typically will come from smaller businesses as they grow,” said White. “So in this seat, it’s really how do we make sure the things that we are doing are protecting the overall industry and all our members at the same time.”
Embracing Being Uncomfortable
Stepping into high-profile leadership roles wasn’t always second nature for White. During the episode, she candidly shared her earlier struggles with public speaking and meeting facilitation, detailing how an honest critique from an industry peer led her to actively seek out more challenging environments.
That drive to continuously learn from being outside her comfort zone has allowed White to guide both her family’s historic brand and SEMA through complex economic shifts, regulatory changes and evolving consumer trends.
“If I’m uncomfortable, I’m on a growth edge. If I’m coming in every day comfortable and it’s easy peasy, I’m not challenging myself,” said White. “So before I ran for chair, I was kind of in that mode. I am definitely not in that mode now. The chair position has definitely put me on a growth edge.”
A Bright Horizon for the Aftermarket
Not that long ago, things were looking bleak for the automotive aftermarket. A forced push to full electrification and other looming legislation had the potential to severely impact every business in the industry.
Looking ahead, though, White expresses immense optimism for the future of the specialty equipment market. Despite shifts in vehicle propulsion technology, consumer buying habits and evolving regulations, the core passion driving the automotive aftermarket remains as strong as ever.
“I really do see a bright spot for us. There will still be challenges, but I feel really hopeful because the passion within this industry is like nothing else,” said White. “This is sort of the only industry I know, but I will talk to my friends in other industries, and there is nothing like what we have.”
