Harley-Davidson has announced that Artie Starrs, the former CEO of Topgolf, will take over as President and Chief Executive Officer of Harley-Davidson starting Oct. 1.
Starrs will replace Jochen Zeitz, who has been CEO for five years after being a member of the board of directors since 2007. Zeitz will work as a senior advisor to Harley-Davidson until February to smooth the transition, and Troy Alstead has been appointed to take over Zeitz’s position as Chairman of the Board.
Zeitz’s leadership has been controversial, including backlash from H-D enthusiasts over DEI efforts and moving some production to Thailand, the closure of H-D dealerships across the country, and decreasing sales. Time will tell if the CEO of Topgolf (and Pizza Hut before that) will be able to connect to the Harley-Davidson customer base and right the ship.
Find more information in the press release below.
Find more motorcycle news here
Harley-Davidson, Inc. (“Harley-Davidson” or the “Company”) (NYSE: HOG) today announced that its Board of Directors (“Board”) has appointed Artie Starrs as President and Chief Executive Officer, effective October 1, 2025. Artie joins Harley-Davidson from Topgolf Callaway Brands, where he served as CEO of the Topgolf International, Inc. (“Topgolf”) subsidiary.
“Artie is an accomplished business leader who brings extensive experience managing strong brands and global operations,” said Troy Alstead, presiding director. “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. 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.”
As CEO of Topgolf, Mr. Starrs was responsible for delivering on the overall vision and growth of the brand and establishing it as one of the premier sports entertainment companies in the world. He managed a portfolio of over 100 global recreational venues with over 30,000 employees, with a track record of driving growth and financial performance. Under Starrs’ four and a half years of leadership. Topgolf’s revenues grew over 50%, from $1.1 billion in 2021 to $1.8 billion annually, and the brand expanded into five additional countries across Europe and Asia.
Between 2013 and 2021, Mr. Starrs held leadership roles at Yum! Brands’ subsidiary, Pizza Hut, most recently as Global CEO. During his time at Pizza Hut, Starrs led the brand to over 18,000 locations across 110 countries. Prior to this role, he was President of Pizza Hut U.S. and before joining Yum! Brands, he served as Chief Financial Officer for Rave Cinemas. Mr. Starrs began his career as an investment banker at Wasserstein Perella.
Mr. Starrs said, “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. 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.”
Mr. Starrs will join the Harley-Davidson Board of Directors upon assuming the role of CEO. Jochen Zeitz will continue in his role as Chairman, President, and CEO until October 1, 2025, after which he will remain a senior advisor to the company through February 2026 to facilitate a smooth transition. The Board has appointed Troy Alstead to succeed Mr. Zeitz as Chairman of the Board effective October 1, 2025.
Mr. 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 recognizes 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.”
“It’s been an honor to lead Harley-Davidson over the past five years and to work alongside such talented and passionate teams,” said Jochen Zeitz. “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. 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.”
H-D has always had a death wish, maybe this will help them get there quicker, great move!
WTF!?!?!?! I have no idea what these people were thinking!!!!!
does he ride?
Junk food and bread and marauding crowds Sounds like end times singularity quantum paradox :”For every complex problem there is a simple solution
– that does not work.”
Speed Safely~~~!
Yes, He recently took an MSC and he even bought a new HD from a Dealer near Sturgis.
Standby for your Harley Davidson licensed pizza.
Try not to get any on your HD tee shirt.
An inspired choice. Let’s face it, Harley riders are aging out of the market. Younger riders think Hogs are farm machinery. So, finally someone who can expand the brand to save the venerable company. Now, HD Pizza. HD golf clubs. Why not HD golf carts. They can use their existing motors from the outstandingly successful HD electric bikes. Lol.
This will change little or nothing. Zeitz and his woke buddies on the BOD have done their best to destroy H-D while lining their pockets. Until all of them are replaced it won’t matter who the CEO is. The last time H-D was in this perilous a position was when AMF owned H-D. Willie G. Davidson and a group of investors bought and saved the MoCo then. I don’t see that happening again.
AMF saved HD .. They invested Millions and funded the Development of the Evolution engine that saved HD. They also cut corners and quality control and that was a big problem. I don’t know who was the Genius behind HD Marketing, but they turned it into a Cult Brand. The loyal cultists are aging out of riding however.
Funny thing… at one point in the past H-D DID make golf carts!
AMF HD made Golf Carts and Snowmobiles.
Princeton graduate, I’m so impressed.
Too bad Bob Lutz is too old for the gig. That dude would have been expensive but a proper motoring enthusiast with a brilliant business mind. On top of that he could have a “take no prisoners” attitude. Superficially dangerous off leash but that’s when he’s at his best.
Connect with the HD customer base? Exactly what they don’t need. Let the old, disproportionately loud, conservative white guys keep the used market alive. Any future involves a big chunk of new customers. If Artie Starrs is the best person for that challenge, I think Harley will be very lucky.
You need to make HD cool and Nostalgic once again. You need to show the new generation what a Harley Davidson motorcycle means with past history of the brand. Strengthen relationships with dealers that
Have lost faith and update HOG chapters to include
New and young riders with more current events and outings. All production needs to come back to USA. It’s what we do best here.
Previous CEO had no clue of protecting the brand or
What customer base or new younger customers
Wanted bad marketing. Take a chapter from Jaguar
Was a disaster look at their world wide sales.
I hope the rest of the board and top executives
Will change there views because CEO did not do this
Alone. Wishing better days for Harley Davidson
And hopefully you have learned from your mistakes.
You mean to tell me there is no one in their vast dealership network with the business chops to run The Motor Company? The board of directors seem held bent on destroying this company. There is a unique culture that is Harley-Davidson, and the person running the company should be plugged into that on some level.
Spot freakin’ on Jim.
I asked the same question years ago. Every step Zeitz has taken has had me scratching my head.
I remember when I bought my first Harley leather. I called the sales guy over, showed him the tag inside with the colorful eagle and the words “An American Legend” embroidered onto the tag. Then I flipped the tag over and showed him the “Made in Indonesia” stitching on the back side of the tag. And asked “Really dude?” An American legend alright.
I then brought him a chrome piece I was interested in and showed him the “Made in China” sticker on that packaging. He didn’t know what to say. Those tags said it all.
That was in 2008. And it’s gotten worse the more global they’ve gone.
I sincerely hope they bring it all back here because I believe it matters to those who share the ideology that HD has always stood for.
And honestly, attracting younger buyers will not save the company when a new motorcycle costs 30 to 40 thousand dollars! Younger folks just don’t have the means. They can’t even afford to move out of their parents houses! And many don’t even want a driver’s license.
Youngin’s have to be reached on a cultural level in order to be brought into the HD fold.
The entire BOE needs to go before they can even think about turning the Titanic around.
Replace the board members who brought woke ceo in, otherwise not much has changed.
You REALLY wanna know?
It’s overpriced bikes, steeped in irrelevance, pandering to a dying cult.
The cult of fat old guys in black leather on fat old bikes.
What is the “brand”? What “unique culture”?
Sturgis is Mecca. Riding into town and kicking ass.
The cosplay biker identity. The wannabes. The DILLIGAF.
The grievance filled losers. The Tee shirt manifestos.
They’re your base.
And you can’t piss them off. So you double down on image.
you blame your problems on “woke” and “DEI”?
The problem is not “woke”.
Not “DEI”.
Youth and diversity is the only customer base that’s growing..
And they’re not gonna hang with these fat old guys. Ever.
Simple math. Your base is aging out, not buying bikes, and they’re poisoning the water.
Y’all are screwed.
Yes, bad move by Harley, just reassures what we already know about the brand, not serious about attracting new younger blood. H-D soon to be extinct!
Boomers are dying and so is Harley, they become more irrelevant each day.
Well I really don’t see this as a step forward.
I guess HD just wants to keep running it in the ground.
Since he is so globally minded they can actually move it all overseas.
Wonder if he will ever get out and talk to real people who ride.
Probably not! I bet he don’t have a clue or care.
HD death started a while ago when it stopped innovating. When it decided to wrap itself in tradition. when Nostalgia became its trade. Younger rider flat do not give a crap about this stuff. the Babr boomers are aging out those who want to keep redoing are downsizing as 800 lb bikes are too hard on the knees. The continuing lack of diversity in what is offered is stunning dumb. What works and has proven to work is. Contin gal product development NOT paint scheme development but engines transmissions styles configurations ie products. A concentration on the base is a guarantee to be the best buggy whip manufacturer in the world..BTW not many buggy whips are sold any more. the concept of brand development from a guy from Topgolf will be about HD branded bunk. like there is a lack of that?
lighter bike smaller bikes cheaper bikes. bike meant for NOEW riders, NO ONE except those who will not buy them will care where they are made (oh and the traffic master). Build yourr OWN factories bring you own supply chain LIKE the JAPANEDE did. build product for those markets ! sread out to be a world wide manufacturer and you should hire . BUT continued narrow focus HD will die.
Look at Pizza Hut now: Dying in my town with fewer locations than ever before. That used to be a go-to place for families. While the pandemic did at least some damage, the limiting of sales to delivery only killed most locations in our area.
New boss, same as the old boss.
H-D product line is stronger than it’s ever been for performance, fit, and finish. Now that the woke euro trash dude is out H-D can get back to what it does best. As far as aging goes, the entire population is getting older and the motor company best not forget this in their quest to get more market share with the youngsters. The younger people need to experience H-D. Put the cell phones down and go ride.
HD always had excellent fit and finish.
Do you know what the top ten best selling motorcycles in the USA currently are?
Well I won’t name all ten, but the top three street bikes are the Indian Scout Rouge, the Honda Rebel 1100, and the Harley Nightster.
And what do they all have in common?
Well take a look at the pics of each bike and then ask yourself how they stack up against the current HD line as a whole.
Here are my take aways:
1. They have a 10 to 15k price point. As in “affordable to young riders”.
2. They have no fancy, touch screens or unnecessary tech to go afoul.
3. They look awesome in a classic cool way. As in simple is better. Less is more. They are pure motorcycle.
So please don’t tell me young people want gagetry. They want affordable and attainable first and foremost. Fancy means nothing if you can’t afford one.