Performance Brokerage Services, North America’s highest volume dealership brokerage firm, is pleased to announce the sale of Freedom Harley-Davidson in Baton Rouge, Louisiana from Mike and Brett Bruno to Steven Towers.
Mike Bruno has more than 30 years of experience in the automotive industry and is a lifelong Harley-Davidson enthusiast. Along with his son, Brett, he owned and operated Freedom Harley-Davidson, creating a dealership focused on customers and the Harley-Davidson community.
Over the last 5 years, Performance Brokerage Services has advised on the sale of nearly 400 dealerships, making it the highest volume dealership brokerage firm in North America. George C. Chaconas, Senior Partner, Courtney A. Bernhard, Partner, and Juan C. Pardo, Partner of the Harley-Davidson & Powersports Division for Performance Brokerage Services were the exclusive sell-side advisors for this transaction.
George Chaconas shared, “We were honored to exclusively represent Mike Bruno, an established Harley-Davidson dealer, in the sale of Freedom Harley-Davidson in Baton Rouge to Steven Towers. Having known Mike for years, it was a privilege to work with him and his son Brett on this transaction. I would also like to thank my partners, Courtney Bernhard and Juan Pardo, for their professionalism, expertise, and hands-on support in facilitating this transaction. We’re proud to continue supporting Steven’s growing Harley-Davidson portfolio and his optimism about the brand’s future. We thank both parties for their trust and wish them continued success.”
Steven Towers has over a decade of experience in the automotive industry. Steven is also a long-time Harley-Davidson rider with a deep passion for the brand. In 2023, he acquired his first Harley-Davidson dealership, Boneyard Harley-Davidson in Winterville, North Carolina, followed by Frontier Harley-Davidson in Lincoln, Nebraska in 2024. In 2025, he further expanded his portfolio with the acquisitions of Historic Harley-Davidson in Topeka, Kansas, Harley-Davidson of Carroll in Carroll, Iowa, and Freedom Harley-Davidson in Baton Rouge, Louisiana, all of which were facilitated by Performance Brokerage Services.
Steven Towers shared, “Since a young age, I have been passionate about the Harley-Davidson brand and motorcycles. My dream of one day becoming a Harley-Davidson dealer came true in early 2023 with the help of Juan Pardo and his team at Performance Brokerage Services. Since then, I have been able to grow my footprint to five dealerships, and I’ve never been more passionate about the brand and what the future holds for Harley-Davidson and the Towers dealership group. I want to thank Juan and Courtney Bernhard of Performance Brokerage Services for their help in my latest acquisition in Baton Rouge, and look forward to my continued relationship with Juan and Performance Brokerage Services in the future. If you are in the market to sell or acquire a Harley-Davidson dealership, look no further than the team at Performance Brokerage Services.”
Freedom Harley-Davidson will be renamed Towers’ Baton Rouge Harley-Davidson and will remain at its current location at 5853 Siegen Lane in Baton Rouge, Louisiana.
