Written by: Veronica Nevarez

Photography by: Annabella Mireles Photo Assistant: Paula Barquero

Over the past 48 years, Barnett Harley-Davidson has earned its place in history as one of the most iconic names among El Paso’s motorcycle world. The dealership holds an extensive list of distinctions, including being recognized as the World’s Largest Harley-Davidson dealership, the World’s Highest Volume Harley-Davidson dealership, and the store with the World’s Largest Selection of Harley-Davidson motorcycles and apparel. Most recently, it was named the World’s Most Liked Harley-Davidson dealership on Facebook, boasting more than six million followers—a true testament to its national influence and enduring appeal. At the heart of this incredible success story is the Barnett family, whose passion for speed, community, and connection has fueled the dealership’s growth from day one.

It all began in 1977 with Sherman Barnett, an avid race car driver who turned his competitive spirit into a thriving business. By his side was his wife, Christy Barnett, who co-founded the dealership and worked tirelessly in the parts and service departments for nearly two decades. Christy was also a championship car racer, known for her skill and focus on the track. She earned numerous trophies, each a reflection of her dedication and talent.

As the dealership grew, so did the family’s involvement. Sherman’s son, Mark Barnett, joined the team and eventually became the store’s long-standing General Manager, carrying the Barnett legacy forward. Like his father, Mark had racing in his blood—spending years competing in championships nationwide as a Yamaha bike racer. Yet, behind the handlebars was also a scholar: Mark attended Columbia and Harvard University, where he served as a research analyst in mathematics before returning home.

“I moved back from New York City and Boston to help them run the place,” Mark recalls. “The new store was so huge, it looked like they might need some help.”

Mark’s sister, Kim Barnett, also played an instrumental role in the family business, helping manage the El Paso store before taking the reins of their Las Cruces dealership, which she successfully operated for 19 years. Mark’s younger brother, Curt—sixteen years his junior and a Sprint and Legend car racer—oversees purchasing for the main store and has increasingly taken on more management responsibilities in recent years.

From Racing to Publishing

While running one of the world’s largest Harley-Davidson dealerships is no small feat, Mark Barnett found yet another outlet for his creativity—as a publisher and editor. A self-proclaimed “magazine junkie,” Mark launched several publications under the Barnett Harley-Davidson brand.

Among them was Barnett’s Rides Classified Magazine, a popular classifieds publication with a robust circulation of 42,000 copies, published eight times a year and distributed at over 800 locations across El Paso, Las Cruces, Alamogordo, and Fort Bliss. He also produced BikeCraft Magazine, a custom motorcycle publication that reached a national circulation of 50,000 in over 14,000 locations, and Barnett’s Magazine, a Harley-Davidson enthusiast favorite with 60,000 copies sold across 15,000 newsstands in the U.S. and 26 other countries.

Today, Mark continues to manage the dealership’s massive digital following—over 6.2 million followers on Barnett Harley-Davidson’s Facebook page and another 1.1 million on Indian Motorcycle of El Paso—numbers that speak volumes about his media savvy and the dealership’s national reach.

Driven by Purpose: Philanthropy on Two Wheels

As impressive as their business success may be, the Barnetts’ true legacy shines through their commitment to community service. After Mark Barnett experienced a leukemia diagnosis and required multiple blood transfusions, the life-saving generosity of donors left a profound impact on him.

“In other words, I flat out needed it,” he says. “And when I sat there watching someone else’s blood go into my arm it was like, my goodness, who on earth did that for me? I felt that was really something. I thought, we should do that, and it turned out to be something the bikers could do.” That moment of gratitude sparked what would become one of El Paso’s largest and most successful blood drives. Today, Barnett Harley-Davidson hosts two annual blood drives that have achieved record-breaking results year after year. The dealership has received the Outstanding Blood Drive of the Year Award three times, most recently in 2024, when America’s Blood Centers honored them in Washington, D.C., for collecting 34,474 units of blood over the previous 19 years.

But their philanthropy does not stop there. The Barnetts give generously to a wide array of local charities and nonprofit organizations, including El Pasoans Fighting Hunger Food Bank, Operation Santa Claus, and The Child Crisis Center of El Paso, among many others. Their event calendar is packed year-round with community-centered initiatives that blend purpose with fun—everything from pet adoption events and Veterans Day celebrations to Female Ride Day and Bike Blessing Day.

For those eager to experience the Barnett spirit firsthand, upcoming events promise plenty of excitement. On Saturday, October 25, the dealership will host its Halloween Trunk or Treat 2025 from 11 a.m. to 2 p.m., featuring a “Biker Trunk or Treat,” games, music, food trucks, and even a Kids and Pet Halloween Costume Contest.

A Legacy That Keeps Rolling

After decades of success, Mark Barnett admits he is starting to think about the future—both his own and that of the dealership. “I’d like to go part-time next year,” he shares, “train a replacement, work more with charities, and spend time riding with my customers.”

Even now, well into his 90s, Sherman Barnett continues to embody the same drive and determination that built his legacy. Remarkably, he still reports to the dealership every single day, keeping a close eye on the business he founded more than four decades ago. His daily presence serves as both inspiration and example—a reminder that passion and purpose do not come with an age limit.

The Barnett family’s story is more than a tale of business triumph, it is a testament to passion, perseverance, and a profound sense of purpose. Their contributions, both on the road and in the community, have made Barnett Harley-Davidson not just a world-class dealership, but a cornerstone of El Paso’s heart and spirit.