The iconic motorcycle manufacturer Harley-Davidson is gearing up for its next chapter with the appointment of Artie Starrs as the company’s new President and Chief Executive Officer (CEO). The leadership change, announced on August 4, 2025, will officially take effect on October 1, 2025.
From Sports Entertainment to Motorcycle Culture
Starrs brings experience from the entertainment and hospitality sectors, most recently serving as CEO of Topgolf International. His track record at the sports entertainment company is impressive – under his leadership over four and a half years, Topgolf’s revenues surged from $1.1 billion in 2021 to $1.8 billion annually, representing growth of over 50%. He also spearheaded the brand’s international expansion into five additional countries across Europe and Asia while managing a portfolio of over 100 global venues and 30,000 employees.
Before his tenure at Topgolf, Starrs made his mark in the food service industry as Global CEO of Pizza Hut from 2013 to 2021. During this period, he expanded the brand to over 18,000 locations across 110 countries. His career foundation was built in investment banking at Wasserstein Perella and later as Chief Financial Officer for Rave Cinemas.
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Harley-Davidson CEO change -A Strategic Choice for Harley’s Future
Troy Alstead, Presiding Director who will assume the Chairman role in October, emphasized Starrs’ unique qualifications for leading the legendary motorcycle brand. “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 noted.
The appointment comes at a pivotal moment for Harley-Davidson, as the company seeks to balance honoring its rich heritage with attracting new riders to the community. Starrs’ experience in managing global operations and franchise-driven businesses aligns well with Harley’s dealer network model and international presence.
Can He Embrace the Harley Spirit?
Starrs expressed his enthusiasm for joining the Milwaukee-based company, acknowledging the unique position Harley-Davidson holds in motorcycle culture. “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,” he said.
His comments reflect an understanding that leading Harley-Davidson requires more than traditional business acumen – it demands an appreciation for the brand’s deep cultural significance and the passionate community it has cultivated over more than a century.
Smooth Leadership Transition
The transition should go smoothly, with current Chairman, President, and CEO Jochen Zeitz remaining in his role until October 1, 2025. Zeitz will then serve as a senior advisor through February 2026 to ensure continuity during the handover period.
Zeitz’s five-year tenure has been marked by significant achievements, including the creation and execution of “The Hardwire,” the company’s five-year strategic plan, and steady leadership through challenging periods. The Board particularly recognized the value created through the recent HDFS transaction, which will benefit the company for years to come.
“I’m incredibly proud of what we’ve achieved together,” Zeitz reflected on his time leading the company. “I leave with the confidence that we’ve laid a strong foundation for the Company’s future.”
Looking Ahead
As Starrs prepares to join both the executive team and the Board of Directors, the motorcycle industry will be watching closely to see how his experience in global brand management and franchise operations translates to the unique world of Harley-Davidson. His challenge will be driving growth while preserving the authentic spirit and community connection that makes Harley-Davidson more than just a motorcycle manufacturer – it’s a way of life for riders around the world.
The leadership change represents a new chapter for the 122-year-old company, as it continues to navigate the evolving transportation landscape while staying true to the rebellious spirit that has defined the Harley-Davidson brand for generations.
Article source: Harley Davidson Inc. Harley Davidson is a registered trademark.
Photo credit Topgolf.com