Harley-Davidson Inc. has appointed Artie Starrs as its next President and Chief Executive Officer, effective October 1, 2025. The announcement follows the upcoming retirement of Jochen Zeitz, who will remain as Chairman until stepping down on the same date, after which he will serve as a senior advisor to the company through February 2026.
Credit: Harley-Davidson
Starrs joins the iconic motorcycle manufacturer from Topgolf International, a subsidiary of Topgolf Callaway Brands Corp., where he has served as CEO since 2021. Starrs’ appointment comes at a critical juncture for Harley-Davidson as the company navigates a challenging market environment marked by tariffs, subdued consumer demand, and ongoing efforts to broaden its appeal to younger riders.
Under the trade policies initiated by U.S. President Donald Trump, Harley-Davidson faces significant cost pressures due to US tariffs on imported components, which the company has estimated could result in up to $85 million in additional expenses this year. Troy Alstead, Presiding Director of Harley-Davidson’s Board, highlighted Starrs’ leadership credentials, citing his track record of scaling brands and driving growth in franchise-driven industries.
During his tenure at Topgolf, Starrs oversaw a portfolio of over 100 entertainment venues worldwide, leading a team of more than 30,000 employees. Under his leadership, Topgolf’s annual revenues grew from $1.1 billion in 2021 to $1.8 billion, expanding operations into five additional countries across Europe and Asia.
New CEO Artie Starrs brings franchise expertise to Harley-Davidson
Prior to his role at Topgolf, Starrs held senior leadership positions at Yum! Brands’ Pizza Hut division, including serving as Global CEO. He was responsible for overseeing Pizza Hut’s operations across more than 18,000 locations in 110 countries. Starrs began his career in investment banking at Wasserstein Perella before moving into leadership roles in the restaurant and entertainment sectors.
Harley-Davidson is concluding its five-year strategic initiative known as “The Hardwire,” which was designed to position the company for long-term growth and enhance shareholder value. Launched in 2021 under Zeitz’s leadership, the strategy focused on revitalizing the brand and increasing its appeal to a broader demographic, particularly as the company’s core customer base continues to age.
Harley-Davidson to launch sub-$6,000 bike targeting new demographics
Starrs is expected to build on this foundation as Harley-Davidson prepares to introduce a new motorcycle model priced under $6,000 next year, aimed at attracting cost-conscious consumers and first-time riders. In addition to the leadership transition, Harley-Davidson recently announced the sale of a 10% stake in its financial services division for $1.25 billion, a move intended to reduce debt, invest in operations, and return capital to shareholders.
The company has also agreed to sell a significant portion of its loan portfolio to private equity firm KKR & Co. and asset manager PIMCO. Despite the ongoing challenges, Harley-Davidson’s shares were largely unchanged following the announcement of Starrs’ appointment.
Starrs expressed enthusiasm about his new role, acknowledging Harley-Davidson’s storied legacy and cultural significance. He emphasized his commitment to driving growth and enhancing the brand experience for existing riders while expanding the company’s reach to new customers. – By Content Syndication Services.