Harley-Davidson appoints Artie Starrs as new CEO, bringing global brand expertise to lead the company into its next era of growth and innovation.
Harley-Davidson, the iconic American motorcycle manufacturer, has announced a significant leadership transition. Effective October 1, 2025, Artie Starrs will assume the role of President and Chief Executive Officer, bringing with him a wealth of experience in global brand leadership and operational excellence.
Starrs joins Harley-Davidson from Topgolf Callaway Brands, where he served as CEO of the Topgolf International, Inc. subsidiary. Under his leadership, Topgolf experienced remarkable growth—revenues surged from $1.1 billion in 2021 to $1.8 billion, and the brand expanded into five additional countries across Europe and Asia. Starrs’ tenure was marked by both top-line and bottom-line growth, establishing Topgolf as a premier name in sports entertainment.
Before Topgolf, Starrs held key leadership roles at Yum! Brands’ Pizza Hut, including Global CEO. During his tenure, he oversaw a global network of more than 18,000+ locations across 110 countries, spearheading brand expansion and operational excellence. He also previously served as President of Pizza Hut U.S. and as CFO for Rave Cinemas, following an early career in investment banking.
“It’s a huge privilege to be joining Harley-Davidson,” said Starrs. “I’ve long admired the brand’s unique place in the hearts of its riders and fans. I’m excited to help drive growth and further enhance the Harley-Davidson experience alongside our dedicated employees and dealer network.”
This leadership change comes as Jochen Zeitz, who has served as Harley-Davidson’s Chairman, President, and CEO for over five years, prepares to step down from the CEO role. Zeitz will continue leading the company until October 1, 2025, and will remain as senior advisor through February 2026 to ensure a smooth transition. The Board has appointed Troy Alstead to succeed Zeitz as Chairman of the Board, also effective October 1, 2025.
“It’s been an honor to lead Harley-Davidson,” said Zeitz. “Together, we’ve laid a strong foundation for the future, and I wish Artie every success as he leads the company into its next chapter.”
Alstead praised Zeitz’s legacy, noting his strategic vision during challenging times, including the successful launch of The Hardwire, Harley-Davidson’s five-year strategic plan, and the value unlocked through the HDFS transaction.
“Artie brings the perfect combination of brand-building expertise and operational leadership at a pivotal moment for Harley-Davidson,” said Alstead. “We’re confident in his ability to enhance our connection with existing riders and attract a new generation to the H-D community.”
This transition marks an exciting new era for Harley-Davidson, as it positions itself for sustainable growth and innovation under Starrs’ leadership.
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