Exterior of Harley-Davidson of Nassau County dealership with parked vehicles and American flags lining the entrance.

HARLEY-DAVIDSON OF NASSAU COUNTY: OLD SOUL, NEW SPIRIT

Words and images by Maxwell Barna

It was a sunny, brisk Saturday morning in October when I took off for Harley-Davidson of Nassau County. My phone said it was 41 degrees outside, and I knew I had two options: take off early, eat the cold weather, and beat the notorious Belt Parkway traffic, or wait for it to warm up a few degrees and get stuck in the muck. I chose the cold.

It wasn’t the warmest I’ve ever been on a bike, but it was an absolutely gorgeous ride. The sun wasn’t high yet, so the light stayed low and golden, stretching long shadows across the road as I rode east. For the first time in my life as a lifelong Northeasterner, I didn’t hit traffic crossing the Verrazzano Bridge.

It felt like some kind of miracle.

To my left, the skyline of New York City glimmered out in the distance. It was quiet on the bridge, but just a few miles the way the crow flies, the Mecca of Western Civilization was already on its third cup of coffee.

And to my right, the mighty Atlantic looked calm and quiet.

Further along, past Brighton Beach, I rolled through stretches of marshland that felt almost untouched, and it hit me: for a few short and beautiful miles that I was experiencing this part of New York as the quiet coastal town it was born to be, not as a well-worn corner clinging to the city’s edge.

It was a delight. A side of the state that most people are either in too much of a hurry to get through or too frustrated with the traffic to enjoy.

By the time I hit Bellmore, I had made it from central Jersey to Harley-Davidson of Nassau County in under an hour. I don’t know who keeps score on those kinds of things, but I feel like it’s some kind of record.

  • Looking up at the exterior signage of Harley-Davidson of Nassau County dealership with American flags on either side.
  • A row of Harley-Davidson motorcycles for sale parked in front of Harley-Davidson of Nassau County.

The first thing I noticed when I pulled into the lot was the half-round awning above the front door. The ones that used to sit over every good New York bar and club in the seventies and eighties.

You’d see them over doorways to places like CBGB or the Bitter End, and they always seemed to promise something worth remembering inside. Seeing one here, at a Harley-Davidson dealership, made me smile.

I parked, shook the blood back into my feet, and took a moment just to stand there. The air smelled like the ocean, and the low hum of traffic felt far away.

I thought: I love it here.

THERE WAS AN EASY RHYTHM TO THE PLACE. PEOPLE DRIFTING IN AND OUT, HANGING AROUND JUST TO TALK ABOUT BIKES. IT FELT LESS LIKE A DEALERSHIP AND MORE LIKE A CLUBHOUSE THAT HAPPENS TO SELL MOTORCYCLES.

  • The interior showroom of Harley-Davidson of Nassau County with rows of motorcycles on display.
  • Two employees at Harley-Davidson of Nassau County stand behind a counter in front of parts and accessories.

Inside, it felt warm again. Partly from the HVAC, but mostly because of the people. I made a beeline for a small desk that was doubling as a fresh coffee station and asked the guy sitting next to it if I could pour myself a cup.

“Absolutely,” he said, standing up and reaching out his hand. That was Charlie, one of the sales associates.

We talked for a minute about the weather and why my face looked like I’d just ridden through an empty bottle of Heinz tomato ketchup, and before long, General Manager Byron Reich came over, introduced himself, and headed off to track down Owner and Dealer Principal Larry Altholtz.

Larry came out a couple minutes later and greeted me on the sales floor.

He was polite, kind, courteous right off the bat. Perfectly composed. And for 99 percent of people, it’s nothing they would have ever noticed. But for me, a guy who grew up with New Yorkers, it meant he was still feeling me out.

New York breeds a very particular kind of person that makes them the envy of the world and the subject of some of your favorite books, movies, and songs. They’re sharp, direct, and endlessly pragmatic. And when you meet one — a real one — and they’re turning up the shine, it usually means they’re trying to get a read on you.

I didn’t take it the wrong way. That instinct to size people up fast and get to the heart of things is part of what makes New Yorkers so great, and part of what made Larry one of my favorite dealers to meet.

Harley-Davidson of Nassau County Owner and Dealer Principal Larry Altholtz poses holding a framed photo in front of a large Harley-Davidson sign hanging on the wall.

But when a customer came up with questions about the new Low Rider ST and Larry got to hear me talk about it — not just drawing from the tech-and-spec stuff from the brochure, but also from my firsthand experience riding one — I think he realized pretty quickly that we were cut from the same cloth.

In those first 30 minutes, three or four different people stopped by to say hello. What stood out to me most was that Larry knew every single one of them by name. He didn’t just wave and nod. He’d shake their hand, ask about their families, and introduce me like he was introducing a cousin at a cookout.

Every person had a story, and Larry knew theirs by heart.

Throughout the morning, I met the rest of the team: Byron, who helps Larry run the day-to-day, Charlie and the sales crew, Joe and Juice in service, and everyone else who keeps Harley-Davidson of Nassau County humming.

Nassau County H.O.G. Chapter 1797 also had a table set up inside, where I met members chatting with riders and new faces alike. Special shoutout to Chapter Director Freddie Sparacino, Secretary Marnie Barnes, and Membership Officer Gail Freier, who were all there laughing and joking and showing everyone what H.O.G.® membership really looks like.

Three members of Nassau County H.O.G. Chapter 1797 pose for a photo, wearing vests covered with patches.
An employee at Harley-Davidson of Nassau County smiles for the camera sitting behind a desk with a pen in his hand.
Two employees pose for a photo inside the showroom at Harley-Davidson of Nassau County.
An employee with a big beard sits behind a desk in his office at Harley-Davidson of Nassau County.

IN THOSE FIRST 30 MINUTES, THREE OF FOUR DIFFERENT PEOPLE STOPPED BY TO SAY HELLO. WHAT STOOD OUT TO ME MOST WAS THAT LARRY KNEW EVERY SINGLE ONE OF THEM BY NAME.

There was this easy rhythm to the place. People drifting in and out, hanging around just to talk bikes. It felt less like a dealership and more like a clubhouse that happens to sell motorcycles.

Eventually, Larry brought me upstairs to his office. The walls were lined with old Harley memorabilia, and you could tell immediately that this wasn’t some guy who got into the business for the money. Larry grew up in it.

After we’d spent some time talking, he took me downstairs to show me around the service department. The bay itself sits below the showroom, humming with the sound of air tools and chatter. A few police bikes from local departments were lined up for maintenance, as well as some customer bikes and in-house performance builds that the team was working on.

Larry mentioned that the shop handles work for several local agencies, and I got to meet Police Motorcycle Officer Drew W. Haagenson from the Port Washington Police District while I was there — a true rider’s rider who clearly loves being on two wheels.

In a quieter corner, Larry stopped to show me a few of his own bikes. Old flatheads, tucked away like they were waiting for the next time he’d roll them out and fire them up. He’s a chopper guy, too, which immediately made me grin.

Funny enough, one of his former techs is the same guy who built my first Shovelhead motor. The longer we talked, the smaller the world seemed to get.

  • Police Motorcycle Officer Drew W. Haagenson poses for a photo standing next to his service bike.
  • Three police motorcycles await maintenance in the service department at Harley-Davidson of Nassau County.

He’s a second-generation dealer, the son of Marty Altholtz, who ran Brooklyn Harley-Davidson back in the day. Marty started in 1969, and when Larry talks about those years, he does it the way most people remember childhood summers.

He’ll pause, think for a second, then place a year by which bikes were on the sales floor at the time.

For instance, as we talk, he remembers the grand opening of their Hempstead store in 1979 by remembering the slick 1978 XLCR café racers that drew crowds everywhere they were displayed.

“I remember that bike on that floor like it happened yesterday,” he tells me.

The family’s roots in Harley run deep. Marty and his partner opened the Hempstead store when they had a chance to acquire it from a local owner who tragically passed away.

For a while, the Altholtz family operated both the Brooklyn and Hempstead stores before eventually selling Hempstead, which went on to become Miracle Mile Harley-Davidson.

By then, most of the other dealerships in the area had closed their doors. The Altholtz name stayed standing.

THE WALLS WERE LINED WITH OLD HARLEY MEMORABILIA, AND YOU COULD TELL IMMEDIATELY THAT THIS WASN’T SOME GUY WHO GOT INTO THE BUSINESS FOR MONEY. LARRY GREW UP IN IT.

A vintage photo of Harley-Davidson of Nassau County founder Marty Altholtz driving a motorcycle with his son Larry in the sidecar.

Marty Altholtz with Larry in the sidecar

Vintage advertising photos and layout of Marty Altholtz riding a 1976 Harley-Davidson Super Glide Liberty Edition.

Marty Altholtz on a 1976 Super Glide Liberty Edition

A childhood photo of Larry Altholtz riding a child-sized motorcycle.

Larry Altholtz

A vintage photo of Larry Altholtz mid-air during a motocross race in the 1980s.

Larry Altholtz racing motocross in the 1980s

Framed vintage motorcycle photos with signatures sitting on a desk.
A framed vintage photo of a man lifting a motorcycle off the ground with a personal message handwritten across the top.

Larry’s path took a few turns. He went to law school, built a successful career in Manhattan, and even owned a car dealership for a while.

But in 2011, when his father asked him to come back and help run the family business, Larry saw his chance to return to where he truly belonged. He stepped back into the world he grew up in and, when the time came, took over the day-to-day operations of Harley-Davidson of Nassau County.

Within his first year at the helm, the dealership earned Harley-Davidson’s Gold Bar & Shield Award for Excellence, the highest standard a dealer could reach at the time.

“This is the only thing I ever wanted to do,” he told me. “But it wasn’t mine before. I needed to make it my own.”

You can tell he did.

He describes himself as a perfectionist, and it shows. If he sees something wrong, he fixes it. If a display looks off, he straightens it. If a process can be improved, he finds a way.

He’s deeply involved, interviewing every new hire himself, and he doesn’t rush it. “An interview with me is long,” he said, smiling. “But that’s because I’m selective. I want the right people here.”

  • Larry Altholtz sits on a custom Harley-Davidson chopper in front of Harley-Davidson of Nassau County.
  • Larry Altholtz poses next to a restored early model Harley-Davidson.

The results speak for themselves. Some of the team have been here for more than 20 years. That kind of longevity comes from a place that people are proud to call home.

When I asked what he wanted people to know about Harley-Davidson of Nassau County, he leaned back in his chair for a second and thought about it. Then he said, “I have choices. I choose to be here. Everyone who’s here chooses to be here. This brand is my life. Our customers are my life.”

That line stuck with me.

It’s not just a business to him. It’s a family operation that’s been through it all, from sweeping floors as a kid, to street racing for bragging rights in Brooklyn, to carrying the torch for Harley riders across Long Island.

“We started as a humble bike shop,” he said. “My father was the owner, but he was also the mechanic. We lived it. And we still do.”

You can feel that history in the way people interact here. The ease, the familiarity, the trust. Larry’s been part of this community long enough to know that relationships are what keep the doors open.

“We don’t sell anyone one bike one time,” he said. “We sell them five over a lifetime.”

SOME OF THE TEAM HAVE BEEN HERE FOR MORE THAN TWENTY YEARS, INCLUDING THE DEALERSHIP’S BILLER AND SEVERAL TECHNICIANS. THAT KIND OF LONGEVITY COMES FROM A PLACE THAT PEOPLE ARE PROUD TO CALL HOME.

  • Two mechanics pose for a photo surrounded by motorcycles in the service department at Harley-Davidson of Nassau County.
  • A mechanic poses and smiles standing next to a motorcycle on a lift at Harley-Davidson of Nassau County.

Before I left, I walked the floor one last time. Byron was helping a new rider sort out some financial paperwork.

Gail hopped on a Pan America to see how it fit her smaller stature while Freddie and Marnie laughed. Customers were walking the aisles of bikes and waiting for service at the parts counter.

This was a perfect Saturday morning at Harley-Davidson of Nassau County.

If you ever find yourself on the calmer side of the Belt Parkway in the heart of Long Island, stop by Harley-Davidson of Nassau County at 2428 Sunrise Highway in Bellmore, New York, or give them a call at (516) 409-9200. Have a cup of coffee, talk bikes, and see for yourself what makes this family-run shop such a fixture of New York’s riding community.

  • A display of a black t-shirt with a white Harley-Davidson of Nassau County design.

    HARLEY-DAVIDSON OF NASSAU COUNTY

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FIND A HARLEY-DAVIDSON DEALER NEAR ME

Harley-Davison Dealership sign.

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