HARLEY-DAVIDSON APPOINTS NEW CEO

Harley-Davidson appoints Artie Starrs as President and Chief Executive Officer

August 4, 2025

MILWAUKEE (Wisconsin) - Harley-Davidson, Inc. („Harley-Davidson“ or the „Company“) (NYSE: HOG) today announced that its Board of Directors has appointed Artie Starr effective October 1, 2025 has appointed Artie as President and Chief Executive Officer. Artie comes from Topgolf Callaway Brands, where he was CEO of the subsidiary Topgolf International, Inc.

„Artie is an experienced leader with extensive expertise in building strong brands and managing global structures,“ said Troy Alstead, lead director of the board of directors. „His track record of revenue and profit growth, as well as his experience with franchise-oriented business models, are major assets for Harley-Davidson at this stage in the company's history. Artie understands the special role Harley-Davidson plays in the culture and lives of its riders. I am confident that he can further strengthen this connection with existing riders while inspiring new audiences to embrace the brand.“

As CEO of Topgolf, Starrs was responsible for the strategic development and global growth of the brand. Under his leadership, Topgolf expanded to over 100 locations worldwide with more than 30,000 employees. Revenues increased by over 50 % during his four and a half year tenure, from USD 1.1 billion in 2021 to USD 1.8 billion per year. The company also expanded into five other countries in Europe and Asia.

Between 2013 and 2021, Starr held leadership positions at Yum! Brands subsidiary Pizza Hut, most recently as global CEO. During this time, the chain grew to over 18,000 locations in 110 countries. Prior to that, he was president of Pizza Hut U.S., and before joining Yum! Brands, he was CFO at Rave Cinemas. Starr began his career as an investment banker at Wasserstein Perella.

Artie Starrs says of his appointment:
„It is a great privilege to become President and CEO of Harley-Davidson. I am very much looking forward to this task. I have long admired the brand and its special significance for its community—there is no other brand that stands for community and rebellious spirit as strongly as Harley-Davidson. I see enormous potential to further drive growth and enhance the Harley experience for everyone. I look forward to working with the employees and dealer network to take this journey together.“

Starrs will also join the Harley-Davidson Board of Directors when he assumes the role of CEO. Jochen Zeitz will remain Chairman, President, and CEO until October 1, 2025, and will remain with the company as Senior Advisor until February 2026 to ensure a smooth transition. On the same date, Troy Alstead will assume the chairmanship of the Supervisory Board.

Troy Alstead adds:
„On behalf of the entire Board of Directors, I would like to thank Jochen for his outstanding leadership and his numerous achievements over the past five years. These include, in particular, the development and implementation of The Hardwire corporate strategy and his steady hand during one of the most challenging phases in the company's history. The Board of Directors also recognizes the added value that the recently completed HDFS transaction creates for Harley-Davidson. We are very grateful to Jochen for his commitment and vision and wish him all the best for the future.“

Jochen Zeitz says:
„It has been an honor to lead Harley-Davidson over the past five years and to work with such passionate and dedicated teams. I am proud of what we have achieved together and would like to thank the Board of Directors, the management team, and all employees for their commitment. We have laid a strong foundation on which Artie can now build. I wish him every success as he embarks on the next chapter of Harley-Davidson.“

Artie Starrs Harley-Davidson CEO

Kommentare (0)

Harleysite

Founder of Harleysite.de. Harley-Davidson rider, journalist, author, photographer and podcaster. Reports on international events and news from the scene. Host of the weekly Biker-Talk livestream.

HARLEY-DAVIDSON APPOINTS NEW CEO