Local Spotlight: Thunder Roads Magazine of Iowa & Thunder Guns West
From paramedic to publisher to firearms retailer, Vernon Schwarte's journey led to two unique Harlan businesses: Thunder Roads Magazine of Iowa and Thunder Guns West. Discover how this unexpected path created community connections through motorcycles and firearms expertise.
Where Motorcycles Meet Firearms in Western Iowa
For Vernon Schwarte, what started as a simple article about a motorcycle rally turned into a thriving dual business venture that has served Iowa's motorcycle and firearms enthusiasts for over a decade. As the owner of both Thunder Roads Magazine of Iowa and Thunder Guns, Schwarte has built a unique presence in western Iowa's recreational community.
From Paramedic to Publisher
Thunder Roads Magazine of Iowa's story began unexpectedly in 2010. After years of working as a paramedic and healthcare planner, Schwarte's involvement with a motorcycle rally in Winterset led to an opportunity to write for the magazine. His first major piece—an interview with Mike and Frank from American Pickers—gained such traction that it was picked up by Thunder Roads publications across 24 states. By June 2010, Schwarte had purchased the Iowa edition and begun building it into what it is today.
The magazine takes a distinctly personal approach to motorcycle culture. "It's a motorcycle magazine that's more about the riders than the bikes," Schwarte explains. With features ranging from military rider profiles to popular "Will Ride to Eat" restaurant reviews, Thunder Roads Magazine of Iowa connects with the state's substantial riding community. Iowa ranks third highest nationally in motorcycle registrations per capita, creating a vibrant market for both enthusiasts and advertisers.
Expanding into Firearms
In 2018, inspired by a friend's successful gun shop and seeking to complement the magazine's seasonal nature, Schwarte launched Thunder Guns. What began in a single-car garage has grown into two locations—Thunder Guns in Portsmouth and Thunder Guns West in Harlan—serving western Iowa's firearms community.
The shop offers a comprehensive selection of firearms, ammunition, accessories, safes, clothing, suppressors, and self-defense equipment. Beyond retail sales, Thunder Guns West provides gunsmithing services, weapons modifications, and customization work. They also offer weapons permit classes taught by certified instructors, including Schwarte and Tim Springman, a 30-year combat veteran.
A Personal Touch
What sets Thunder Guns apart is their commitment to education and proper firearm selection. "95% of the time, after talking with customers about what they actually want, they get something completely different," Schwarte notes. This consultative approach ensures customers leave with firearms that truly match their needs and experience level, rather than just following the latest online trends.
The shop maintains a welcoming, often humorous atmosphere. "We're just a bunch of smart alecks," Schwarte admits with pride. "Usually people that interact with us for any amount of time end up laughing and having a blast. Life's too short to not have fun every day."
Looking Forward
As Thunder Guns prepares to launch their online retail presence, they remain committed to maintaining the personal service that has built their reputation. While the website will expand their reach, the focus remains on ensuring customers get the right product for their needs.
Thunder Roads Magazine of Iowa continues to serve Iowa's motorcycle community with both print and digital editions, reaching thousands of readers monthly through their distribution network and online presence at thunderroadsiowa.com.
Whether you're a motorcycle enthusiast looking to stay connected with Iowa's riding community or a firearms buyer seeking knowledgeable guidance, Thunder Roads Magazine of Iowa and Thunder Guns offer the expertise and personal touch that have made them fixtures in western Iowa's recreational landscape.
Visit Thunder Guns West at 1101 Chatburn Ave, STE 103 in Harlan. Browse Thunder Roads Magazine of Iowa online at thunderroadsiowa.com or pick up a free copy at motorcycle-friendly locations across the state. Follow Thunder Guns West on Facebook and Instagram, and Thunder Roads Magazine of Iowa on Instagram. New website coming soon at tgwia.com. For information about firearms classes, stop by the store or call 712-236-2632 for upcoming dates.
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