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Topgolf CEO Artie Starrs to lead Harley-Davidson
Milwaukee-based Harley-Davidson, Inc. announced on Monday, Aug. 4 that its Board of Directors has appointed Artie Starrs as President and Chief Executive Officer, effective Oct. 1, 2025.
MILWAUKEE - Milwaukee-based Harley-Davidson, Inc. announced on Monday, Aug. 4 that its Board of Directors has appointed Artie Starrs as president and chief executive officer, effective Oct. 1, 2025.
Artie Starrs (via Topgolf)
The current CEO, Jochen Zeitz, is retiring after five years.
"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.
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Harley-Davidson CEO retiring; company seeks successor
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About Artie Starrs
The backstory:
Artie Starrs joins Harley-Davidson from Topgolf Callaway Brands, where he served as CEO of the Topgolf International, Inc. subsidiary.
Between 2013 and 2021, Starrs held leadership roles at Pizza Hut, most recently as Global CEO.
According to a news release, 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 Oct. 1, 2025, after which he will remain a senior advisor to the company through February 2026 to facilitate the transition.
The Board has appointed Troy Alstead to succeed Zeitz as Chairman of the Board effective Oct. 1, 2025.
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Statement from Artie Starrs
What they're saying:
"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."
A new era
Local perspective:
It's news Suburban Motors Harley-Davidson general manager Todd Berlid has been keeping tabs on.
"Harley-Davidson supplies us with amazing products: the motorcycles, the clothing, the parts. As long as that change is uninterrupted, I’m good," Berlin said. "I believe you should stick to your roots and your heritage because that’s what has been Harley's claim to fame."
In the past year, the company has experienced some behind-the-scenes conflict.
Struggling with cost pressures and declining demand, one of the biggest challenges has been attracting young customers.
Starrs doesn't have a background with motorcycles, but Marquette University Associate Professor of Management Margaret Hughes-Morgan said that shouldn't be a problem. Hughes-Morgan said his success with Topgolf shows he knows what he's doing.
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"I think this was a wise choice for Harley-Davidson," Hughes-Morgan said. "He knows how to get people’s discretionary dollars for sports activities."
Loyal customers like Jamaro Powell want to see the brand grow.
"I’m looking for more riders and more riders," Powell said. "Harley-Davidson is one of the brands that just is a lifestyle. It’s not something you do or say, you actually live it."
He’s one of many supporters looking for a new leader to jump-start the company and move it full-speed ahead.
The Source: Information in this post was provided by Harley-Davidson, Inc.