Best known as the founder of the So-Cal Speed Shop in Los Angeles—one of the first of its kind—Alex was also instrumental in the beginning of the SEMA Show; as an editor and publisher of Hot Rod Industry News, he helped organize the High Performance & Custom Equipment Trade Show, held at Dodger Stadium in Los Angeles in January 1967. Over time, SEMA became increasingly involved with the management of the show and eventually took it over. Alex was also the editor of Car Craft magazine. Following his years in publishing, he partnered with Mickey Thompson to organize the SCORE off-road equipment trade shows. In 1997, he and Pete Chapouris brought the famed So-Cal Speed Shop name to Chapouris’s Pomona, California, facility. Alex was inducted into the Dry Lakes Hall of Fame and has been honored with lifetime memberships in the SCTA and his old car club, the Sidewinders. He was named one of the Top 100 Most Influential People within the high-performance industry, and is a Hot Rod Magazine Hall of Fame inductee. Alex has also served on the Board of the Wally Parks NHRA Motorsports Museum.