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DIAMOND BAR, Calif. (July 1, 2025) – Kristy Lake has joined the Specialty Equipment Market Association (SEMA) as Vice President of Human Resources (HR), reporting to SEMA President and CEO Mike Spagnola. She will be based at the Association’s Diamond Bar, Calif., headquarters.
Lake brings deep expertise in organizational development, talent management, and strategic HR leadership. She most recently served as Director of Human Resources at Ampure Charging Systems, Inc., a provider of electric vehicle and industrial charging solutions. Following Ampure’s carve-out from Webasto Charging Systems, Lake built the company’s HR department from the ground up, transforming it into a fully independent global function. She oversaw the development and implementation of key policies and infrastructure, including payroll, benefits, recruiting strategy, and employee engagement programs. Lake also led the charge in defining the company’s core values and driving cultural alignment as Ampure established its new identity.
“We’re excited to welcome Kristy to the SEMA leadership team,” said Mike Spagnola, SEMA President and CEO. “Her experience guiding organizations through transformative periods and building strong, values-driven cultures will be an incredible asset as we continue to grow and evolve in service to our members and the industry.”
In her new role, Lake will oversee all facets of Human Resources for SEMA and Performance Racing Industry (PRI), including strategic HR planning, talent acquisition and management, employee relations, compensation and benefits, compliance, performance management, and organization development.
“I’m honored to join an organization with such a strong sense of purpose and community,” said Lake. “Leadership is not a title. Leadership is a privilege to take care of people and influence a work environment where everyone can thrive. I look forward to partnering with the leadership team to support SEMA and PRI’s mission by fostering an environment where employees feel valued, empowered, and inspired to do their best work.”
A Michigan native, Lake holds both a Master of Science in Training & Development and a Bachelor of Science in Human Resource Development from Oakland University in Rochester, Mich.
Outside of work, Lake enjoys hiking and spending time with her husband and two children.
