When Daniel “Gus” Gusoff and his wife Sam purchased Emerald Coast Harley-Davidson in 2014, they didn’t just buy a motorcycle dealership – they invested in a vision to become a pillar of the Fort Walton Beach community. 

• A decade later, that vision has evolved into a thriving business that has redefined what it means to be a community-focused motorcycle dealership.

The transformation has been remarkable. What began as a modest operation with 12 employees, mostly family members of the previous owners, has grown into a powerhouse that has employed up to 90 team members at its peak and currently maintains a staff of 40. In ten years, they’ve sold more than 8,000 motorcycles – a dramatic increase from the few hundred bikes sold annually under previous ownership.

But for Gusoff, success isn’t measured solely in sales figures. “We want to be industry leaders in both employee and community growth and development while creating kickass customer experiences,” he said, describing the dealership’s vision statement. “We focus on our team and we focus on our community.”

THE JOURNEY TO OWNERSHIP

Gusoff’s path to dealership ownership began at age 18, washing bikes and cleaning bathrooms at a Harley-Davidson store. After graduating college, he briefly ventured into corporate America, but the corporate world didn’t suit him. 

• “I was an athlete, so I was of the mindset that I can outperform you. There’s no reason that I shouldn’t be starting,” Gusoff recalled of his corporate experience.

In 1996, a conversation with a mentor named Roy changed his trajectory. When Gusoff expressed his dissatisfaction with corporate life, Roy suggested he could make the same money selling motorcycles. “I said, ‘great. When can I start?’ He said Monday,” Gusoff remembered.

This decision led him to South Florida, where he had to choose between two dealerships: a gleaming new facility in Miami that “looked like Miami Vice” with neon lights, or an older, less glamorous location in Fort Lauderdale. Gusoff chose Fort Lauderdale because of a connection with the owner – a decision that would shape the next two decades of his life.

“I worked for him for over 20 years,” Gusoff said. That relationship evolved from employee to minority partner, and eventually, the owner helped Gusoff purchase the Fort Walton Beach location. 

• “He made that happen for me… It’s life-changing stuff. This can be a generational business if my kids choose to do it.”

TRANSFORMING A LEGACY

The Harley-Davidson presence in Fort Walton Beach stretches back decades, serving as a fixture in the community since 1980. When the Gussoffs purchased the dealership in 2014, they saw an opportunity to build upon its established foundation while bringing their own vision for community engagement and growth.

The dealership’s physical location has evolved over the years. Originally situated on Beal Parkway near the current CEFCO, it later moved to its current location where it converted an auto parts store. That structure was eventually torn down and replaced with its current facility that was built in 2006. Under Gusoff’s ownership, the property has seen continuous improvements.

• “We’re a lifestyle brand and people want an experience when they come in here,” Gusoff explained. “We’re continuously investing in the property. We have certain standards we have to maintain with Harley-Davidson as well, but we budget for capital expenditures every year.”

BUILDING A NEW CULTURE

The transformation went far beyond physical improvements. When the Gusoffs took over in 2014, they rebranded from Heritage Cycles to Emerald Coast Harley-Davidson, marking the beginning of a new era. The change in name reflected a broader shift in philosophy and community engagement.

Their success has been recognized with numerous accolades: seven Platinum Harley-Davidson Finance Awards, two Diamond Awards, one Chairman Award, and Business of the Year from the Fort Walton Beach Chamber of Commerce. Perhaps most notably, they’ve been named the top military performer for nine consecutive years, reflecting their deep commitment to serving the military community.

This commitment is exemplified by their annual donation of a motorcycle to the VFW Spectre Post 11367 in support of the Special Operations Warrior Foundation, which helps raise approximately $50,000+ each year. The foundation, which began after a failed hostage rescue attempt in Iran left eight special operators’ 17 children without fathers, ensures college education for the children of fallen special operations personnel.

“If you told me, ‘You’re going to donate this bike and not sell a single bike because of it,’ my wife and I would still do it,” Gusoff said. “We don’t do these things for business reasons. We do them because it’s the right thing to do.”

CREATING NEW RIDERS

One of the dealership’s most significant contributions to the community has been establishing the local Harley-Davidson® Riding Academy. Since launching the program in 2015, they’ve trained over 6,500 new riders through their comprehensive motorcycle training program. The Academy, accredited by the Motorcycle Safety Foundation (MSF), provides new riders with both classroom and hands-on instruction using genuine Harley-Davidson® motorcycles.

Students learn essential skills from MSF and Harley-Davidson® certified coaches, mastering everything from basic operations to advanced maneuvers like controlling skids and navigating obstacles. Upon completion, riders earn their MSF Basic Rider Course Completion Card, which exempts them from the riding portion of the Florida license exam.

• The program offers preferential pricing to active duty military, their spouses, and first responders – a strategic decision that has helped grow the riding community while ensuring new riders start with proper training.

“When we stood that program up, I said this is different,” Gusoff explained. He saw an opportunity to improve this by creating a more welcoming, pressure-free environment. They hired a “biker ambassador” to help students feel comfortable with the dealership without the pressure of sales tactics.

“Everybody’s journey is different,” Gusoff noted. “This is not like buying a car where your car gets old and it breaks and you have to buy a new car. I love talking to people out in the showroom about their journey.”

COMMUNITY ENGAGEMENT

The dealership’s impact extends well beyond motorcycle sales and training. They’ve contributed nearly $1 million in donations, primarily focusing on military and youth programs. Team members actively participate in community leadership, with multiple staff serving on various boards and participating in the Honorary Commander Program.

Gusoff himself served as Chairman of the Greater Fort Walton Beach Chamber of Commerce, helping guide discussions on military support and housing. His commitment to community involvement began immediately upon joining the chamber. 

• “When I went up for the new member introduction, I said my goal is to become a community pillar,” he recalled.

This commitment has manifested in numerous ways, including hosting various community events and supporting military organizations. The dealership has developed particularly strong ties with special operations units, even creating a custom motorcycle to honor Captain Matthew Roland, a fallen special operations officer.

LOCALLY OWNED, GLOBALLY RECOGNIZED

While Emerald Coast Harley-Davidson carries an iconic global brand name, Gusoff emphasizes that it’s entirely locally owned and operated. 

• “People see the Harley-Davidson name and assume we’re corporate-owned, but this is a locally owned business that happens to carry an iconic brand,” Gusoff explained. 

This local ownership means every decision, every investment, and every risk falls directly on the Gusoffs. “The business fails, we aren’t eating tonight,” Gusoff said, highlighting the personal stakes involved in running an independent dealership.

The business has grown exponentially under their stewardship. This growth has enabled Gusoff to launch a new venture, Big Gus Tractor & Equipment in Mary Esther, though he credits the community’s support for giving him the confidence to take that step.

LOOKING AHEAD

As Emerald Coast Harley-Davidson celebrates its 10-year milestone under the Gusoffs’ leadership, the focus remains on navigating business challenges while maintaining their commitment to community involvement and employee development. 

• The possibility of future generations carrying on the legacy adds another dimension to their long-term vision.

The dealership continues to evolve with the times while maintaining its core values. “This is where everybody comes when they want a little escape from whatever their reality is,” Gusoff said. “We’re inviting people in so they can express themselves in a way that they can’t do anywhere else.”

Their success story demonstrates how local business ownership, genuine community engagement, and passionate leadership can create lasting impact. As Gusoff reflected on the past decade: 

• “Thank you for the incredible support. I’ve lived in a bunch of different places, but I’ve never lived anywhere like this. That’s why I’ll never move. We love it here. It’s a great place to raise a family. It’s a great place to own a business.”

For Emerald Coast Harley-Davidson, the past decade has been about more than just selling motorcycles – it’s been about building a community, creating opportunities, and establishing a legacy that extends far beyond the showroom floor.