The Hawke's Bay Fire Service is in shock following the death of a long serving member in San Francisco.

60-year-old Bill Tims and his 53-year-old wife Natalie were hit by a Harley Davidson motorbike, in Union Square on Tuesday afternoon.

The pair were holidaying in the United States.

Natalie Tims is still in a serious condition in hospital, with a suspected broken neck.

Hawke's Bay assistant area commander, Nigel Hall, said Bill had been in the fire service for 43 years - including 20 years as the senior station officer at the Haumoana Volunteer Brigade.

"He was such a lovely guy. I've been his manager for six years, he was always quick to respond in a joking and light-hearted manner."

Mr Hall said in 2014, Bill Tims handed over the reigns as senior station officer at the Haumoana Volunteer Brigade, but was still an active member of the service.

"He had been sitting on the front making all the decisions for several years, and he was quite enjoying sitting on the back and getting back into firefighting."