Bull Falls Harley-Davidson® | Rothschild, WI | New & Pre-Owned Harley-Davidson® Sales, Service, & Financing
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Meet the Team


Joe LaFortune

Sales Manager

Joe, aka "Josie" is our Bull Falls sales manager. Josie started his career in sales in 2001 and joined the Harley-Davidson sales family in 2013. In his spare time Josie enjoys spending time with his wife, his twin son and daughter and his 2 enormous St. Bernards!

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Matt Van Tassel

Sales Associate

Matt moved his family here from California to enjoy the peace and outdoors Wisconsin can give them. He is a dedicated husband and father and part of our Bull Falls Dyna Club! Matt has a passion for riding that carries over into his passion for getting you on 2 wheels of your own!

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Jose Hunt


Jose has been with H-D for 18 years in both Sales and F&I. He was born and raised in Central Wisconsin and is married with 3 beautiful daughters. Jose is not only passionate about Harley-Davidson's but loves classic cars as well!

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Dan Vogel


Dan has the unique job of both purchasing pre-owned inventory and delivery/pickup. He is a crucial part of the Bull Falls HD team and helps keep our ever changing inventory exiting and competitive.

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Certified Technician

Alex served 15 years in the U.S Army and has ben wrenching even longer. His passion for anything on wheels has been life long. Alex and his family relocated to Wisconsin from Hawaii and have been enjoying our beautiful back roads and rural living.

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Service Writer

Ryan is a Wausau native with a passion for riding. Ryan currently enjoys taking his Dyna out on the backroads of Wisconsin as often as possible. With over 20 years in service experience Ryan brings us a wealth of knowledge!

Riley Moscherosch

Service Manager

Riley grew up in Merril but got to do plenty of traveling when he joined the U.S Marine Corp. After serving 4 years active duty Riley attended Motorcycle Mechanics school for Harley-Davidson. In his spare time Riley plays the guitar, writes music and loves to ride.

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Service Writer

Marcus has been in the automotive industry for over 20 years and has a passion for riding. When he's not out on his '13 Street Glide you can find him out camping with his lady and their 5 children.

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Level 5 Master Mechanic

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Level 2 Technician

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Seth has been wrenching for over 20 years and can't imagine life without two wheels. Seth graduated from MMI and has been enjoying the greaser life ever since!


Detail Specialist

Ronzo The Amazing has been sharing his mad skills for the past 12 years and it SHOWS! Ronzo works magic on any motorcycle he touches. Expect to be amazed.

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Dylan loves being on 2 wheels! He is part of the Bull Falls Dyna Club and his love of H-D brought him to our Bull Falls Family.

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Parts and Accessories


Parts Manager

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Parts Associate

Chris proudly served as a Combat Veteran in the U.S. Army and attended MMI for Motorcycle Tech. He is a gear head through and through. Chris loves talking bikes and enjoys helping our customers keep their bikes in top notch shape.

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Shipping and Receiving/Parts

Barty has been a life long gear head and wrenches in his spare time. His passion for anything mechanical and his love for the smell of exhaust made Harley-Davidson a perfect fit for him!

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Motorclothes Associate

Cora Rides a Sporty and enjoys sharing road time with her fiance, who works in our shipping and receiving department.

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Motorclothes Associate


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Dixie Kinnard


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Erik Vandervest


Erik has been riding since he was 5 years old, growing up on dirt bikes and moved up to his dad’s 1973 Shovel Head when he was 16. His favorite ride was going up through the Colorado Rockies with his wife Amy on a Heritage Softail. He has enjoyed sharing his passion for Harley-Davidson since 1998.

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Mike Matter

General Manager

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Pookie Rosa

Director of Marketing and Events

Pookie loves making people laugh, the outdoors, riding, kayaking, playing/singing, and all things marketing. Pookie is married and together she and Scott (who also happens to be our our marketing manager) have 6 boys. Fun Fact: Pookie created the infamous Bull Falls "Scare Door". Beware!

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Scott Steuck

Marketing Manager

Scott was a journalist for 16 years before entering the marketing world in the non-profit sector. Now he is part of our Bull Falls H-D family! Scott is married to Pookie and together they are the dynamic duo that make up the Bull Falls Marketing Dept. Together they have 6 boys and never a dull moment!



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Best of Marathon County 2020 - Motorcycle Dealer