Bruce Rossmeyer, America’s largest Harley Davidson dealer and well regarded supporter and sponsor of the motorcycle community was killed earlier today in an motorcycle accident in Wyoming.

Rossmeyer was riding in a group of five motorcyclists when they attempted to pull pass a SUV with a trailer. Rossmeyer was the last in line and was killed when the SUV turned left in front of him.

Rossmeyer came late to the motorcycle community, opening his first Harley dealership after “retiring” from the car industry in 1994. He success came quickly with new dealerships opened and acquired, allowing Rossmeyer to become a well known supporter and sponsor of motorcycle community events.

Among others, Rossmeyer sponsored the Buell team that fields Danny Eslick in the AMA Pro Daytona SportBike class, and he also founded events such as Biketoberfest in Daytona.

Bruce Rossmeyer is survived by his wife, five children and seven grandchildren.