About eTool Developers

In 2025, Luanne Brown was inducted into the SEMA Hall of Fame, recognizing more than four decades of leadership, service, and lasting contributions to the automotive aftermarket. As the founder and CEO of eTool Developers, Luanne combines extensive business management experience with a deep understanding of the technology needs shaping the industry. Before founding eTool Developers, she served as CFO and business manager of a multimedia firm, where she developed the financial, operational, and technical expertise needed to lead a competitive technology company.

Luanne’s dedication to the automotive aftermarket extends well beyond eTool Developers. She served on the SEMA Board of Directors from 2008 to 2015, chaired the SEMA Cares Committee, and has participated in numerous SEMA councils and committees. She currently serves as Vice President of the Automotive Aftermarket Charitable Foundation and as a member of its Executive Committee. A recognized industry expert, Luanne has also presented seminars on digital marketing and advertising at the SEMA Show, the Performance Racing Industry Trade Show, and Auto Care Association events.

Industry Leadership and Recognition

• 2025 SEMA Hall of Fame Inductee

• SEMA Board of Directors, 2008–2015

• SEMA Cares Chair, 2010–2015

• SEMA member, including ETTN, TORA, PRO, and SBN

• Automotive Aftermarket Charitable Foundation Vice President and Executive Committee member

• Auto Care Association member

• 2007 Athena Award recipient

• 2015 WAAI Spirit of Leadership Award recipient

• 2021 Women at the Wheel honoree, Babcox Publications

Will Brown has been fascinated by technology for as long as he can remember. As a child, he frequently took apart household electronics to understand how they worked. Growing up during the early years of the internet, Will also had a front-row seat to the founding of eTool Developers. At age 11, he watched his mother, Luanne Brown, start the company from the family laptop—and soon found himself attending industry events and learning about the automotive aftermarket firsthand.

After earning his bachelor’s degree in Information Technology from Central Michigan University, Will began his career in enterprise technology in Detroit. There, he gained experience in server infrastructure, cybersecurity, digital communications, and project management. Drawn back to his automotive roots and the opportunity to help shape the family business, he returned to Grand Rapids and joined eTool Developers in 2018.

Today, Will serves as President of eTool Developers, overseeing business operations and helping guide the agency’s continued growth and technology strategy.

Industry Involvement and Recognition

• SEMA 35 Under 35, Class of 2019

• SEMA Cares Committee member, 2019–2023

• SEMA PAC member

• SEMA member, including ETTN, TORA, PRO, and FLN

• Automotive Aftermarket Charitable Foundation volunteer

• Automotive Content Professionals Network member

• Auto Care Association YANG member

Dan’s fascination with technology began at age eight, when he taught himself BASIC from computer magazines and wrote his first programs on an Atari 800. That early curiosity grew into a career spanning more than 25 years of software development and technical leadership. After earning professional certifications in Lotus Notes, Dan became a principal Domino developer and later helped build corporate intranets and eLearning platforms for nationally recognized furniture and grocery companies.

Dan partnered with Luanne Brown to build eTool Developers from the ground up, helping guide the company’s evolution into an eCommerce technology provider specializing in the automotive aftermarket. Today, he leads the company’s core software team, overseeing platform development and creating solutions for the increasingly complex needs of eTools clients.

Always looking ahead, Dan is deeply interested in the future of technology innovation within the automotive aftermarket. His current areas of focus include distributed cloud infrastructure, artificial intelligence, and the potential for large language models to improve software development, product data management, eCommerce, and customer experiences. He regularly spends his free time researching emerging AI technologies and experimenting with new ways they can be applied across the industry.

Away from technology, Dan enjoys the independence of rural life. He is a self-described gentleman farmer who cares for a small collection of cats, chickens, and a dog while cultivating peppers, fruit, and hops.