Harley-Davidson announces new CEO
Change is coming at Harley-Davidson, with a new President and CEO announced in August. Jochen Zeitz, the current Chairman, President and CEO, will be succeeded by Artie Starrs from 1 October, 2025, although he will remain with Harley-Davidson in an advisory role through to February, 2026.
Troy Alstead, Harley-Davidson’s Presiding Director (who will replace Zeitz as Chairman of the Board from 1 October), described Starrs as an accomplished business leader who has extensive experience managing strong brands with global operations.
"His track record of delivering top and bottom-line growth, combined with his experience in franchise driven industries, are both huge assets for Harley-Davidson at this time in the Company's history,” Alstead said. “Artie understands the special place Harley-Davidson occupies in culture and in the lives of our riders. I'm confident that Artie can further enhance this connection with current riders while bringing new people into the H-D community."
Starrs comes to Harley-Davidson from Topgolf International, Inc., a subsidiary of Topgolf Callaway Brands. As CEO of Topgolf (a chain of venues combining a bar, restaurant and virtual golf driving range) for the past four and a half years, Starrs increased annual revenue by more than 50 per cent - from US$1.1 billion in 2021 to $1.8 billion - and expanded the sports entertainment brand into five additional countries across Europe and Asia.
Starrs began his career as an investment banker at New York-based Wasserstein Perella, then served as CFO for Rave Cinemas, before joining Yum! Brands, the parent company of Pizza Hut. Across senior leadership roles at Pizza Hut between 2013 and 2021, including as Global CEO, Starrs led the fast food brand to 18,000+ locations across 110 countries.
"It's a huge privilege to be joining Harley-Davidson as President and CEO, and I am grateful for the opportunity to help steward this incredible company,” Starrs said. “I have long admired the unique position Harley-Davidson has in the hearts of its riders and fans; there is no brand that brings the same level of community and rebellious spirit as Harley-Davidson.
“I'm excited by the tremendous potential to both drive growth and further enhance the H-D experience for all, and I look forward to working with the dedicated Harley-Davidson employees and dealer network as we start this journey together."
Zeitz, who took on Harley-Davidson’s CEO role in 2020, described his five years leading the world’s best-known motorcycle brand as an honour.
"I'm incredibly proud of what we've achieved together, and I want to thank the Board, the Harley-Davidson leadership team, and all our employees for their unwavering dedication and hard work,” Zeitz said. “I leave with the confidence that we've laid a strong foundation for the Company's future. I wish Artie every success as he leads Harley-Davidson into its next chapter."
Alstead added: "On behalf of the entire Board of Directors, I want to sincerely thank Jochen for his outstanding leadership and many significant contributions as Chairman, President, and CEO for over five years. This has included the creation and successful execution of The Hardwire, our five-year strategic plan, in addition to steady stewardship through one of the most challenging periods in the Company's history.
“Additionally, the Board recognises the substantial value unlocked for the Company through the recent HDFS transaction, which Harley-Davidson will benefit from for years to come. We are grateful for his vision and commitment, and we wish him all the very best in the future."
