Berry Law and Heroes Honor Ride Celebrate America’s Heroes at Sturgis

Every August, the thunder of engines rolls through the Black Hills of South Dakota as thousands of riders gather in Sturgis for the most iconic motorcycle rally in America. And right in the middle of the roar and revelry, something powerful takes place: a gathering of people who believe that those who have served in the military or as first responders deserve to be seen, honored, and never forgotten. 

This year, Berry Law is proud to be part of that moment as a sponsor of the Heroes Honor Ride and as the organization behind a permanent Heroes Honor Ride headquarters at the legendary Buffalo Chip campground. 

A Ride Built on Gratitude 

Heroes Honor Ride was built on the simple but powerful idea of finding meaningful ways to recognize the men and women who put service before self. The nonprofit, founded by Veterans, has spent years building and giving away motorcycles to Veterans and organizing events that bring riders, heroes, and communities together. 

The annual ride at Sturgis is the heart of that mission. Each year, a deserving military Veteran or first responder is selected to be honored. This year, that hero is Todd Peters, a U.S. Army Veteran who served two tours in Iraq. His daughter wrote in to nominate him.  

When Todd saw the custom motorcycle built in his honor, he said, “I’ll never change it, and it’ll be in my family forever.” 

Heroes Honor Ride doesn’t just say thank you; it creates moments that last a lifetime. 

More Than a Sponsorship 

For Berry Law, this partnership is deeply personal. As a Veteran-led law firm founded in 1965, we have spent decades helping Veterans work through the VA system, secure the disability benefits they’ve earned, and find advocates who understand what service truly costs. 

Jesse Cunningham, President of Heroes Honor Ride, put it plainly when he reflected on what Berry Law’s involvement means to the organization. 

“Berry Law helped me with my claims in the past, so having an opportunity for them to come be a part of what we’re doing at the Sturgis Motorcycle Rally was absolutely a blessing and amazing for us,” he said. “Having you guys come give us a headquarters building, a permanent spot that we have here now at the Buffalo Chip where we can honor our American heroes is absolutely incredible.” 

That permanent headquarters is more than a building. It’s a home base for honoring heroes where the mission of Heroes Honor Ride can grow year after year right in the heart of Sturgis. 

Joe DeMike, a combat Veteran, Berry Law executive and one of the riders who experienced this year’s event firsthand, captured the spirit of the ride in a way that’s hard to forget. 

“When you ride beside Veterans and first responders, you’re surrounded by stories of courage and service that most people will never know,” he said. “Events like this make gratitude visible and remind heroes that their service continues to matter.” 

Standing Beside Those Who Served 

Service doesn’t end when the uniform comes off. The sacrifices made by our Veterans and first responders follow them through life — and through the lives of their families — long after they’ve come home. Supporting organizations like Heroes Honor Ride isn’t just something we do. It’s something we believe in with our whole hearts. 

“Every day, we are reminded of the extraordinary courage and sacrifice of the men and women who serve this country and our communities,” said John S. Berry, CEO of Berry Law. “They give so much of themselves — often at great personal cost — and they deserve to know that we honor them and we will stand beside them for as long as it takes. That’s why partnerships like this one with Heroes Honor Ride matter so deeply to us. They’re doing the real, meaningful work of making sure our heroes feel valued. We are honored to be part of that.” 

Join the Ride 

If you believe our Veterans and first responders deserve recognition, support, and community, consider supporting Heroes Honor Ride. Learn more at heroeshonorride.org.