Harley-Davidson’s New CEO Shocker: Topgolf Star Takes the Helm October 1!
Artie Starrs to Ignite Harley’s Future with Bold Leadership and Rebellious Spirit
By Raine Devries
Harley-Davidson Motor Company is revving up for a bold new era with the appointment of Artie Starrs as President and CEO, effective October 1, 2025. Announced by the Harley-Davidson Board of Directors, Starrs brings a wealth of experience from his role as CEO of Topgolf International, Inc., a subsidiary of Topgolf Callaway Brands, and prior leadership at Pizza Hut. This game-changing move signals Harley-Davidson’s commitment to driving growth and strengthening its iconic brand in the motorcycle industry.
Troy Alstead, Presiding Director, praised Starrs’ appointment: “Artie is a proven leader with a knack for managing global brands and delivering results. His expertise in franchise-driven businesses and passion for Harley-Davidson’s cultural legacy make him the perfect fit to lead The Motor Company forward.” Starrs’ track record of boosting top- and bottom-line growth is set to amplify Harley-Davidson’s connection with its loyal riders while attracting new enthusiasts to the H-D community.
“I’m thrilled to join Harley-Davidson and work with its passionate employees and dealer network,” Starrs said. “This brand embodies a unique rebellious spirit and community like no other. It’s an honor to steer Harley-Davidson into its next chapter.” Starrs will also join the Harley-Davidson Board of Directors upon assuming his CEO role.
Jochen Zeitz, the outgoing Chairman, President, and CEO, will remain in his position until October 1, 2025, and serve as a senior advisor through February 2026 to ensure a seamless transition. Zeitz’s tenure has been transformative, marked by the successful execution of The Hardwire, Harley-Davidson’s five-year strategic plan, and navigating the company through unprecedented challenges. The recent Harley-Davidson Financial Services (HDFS) transaction has further unlocked significant value for the company’s future.
“Leading Harley-Davidson has been an honor,” Zeitz stated. “I’m proud of our achievements and confident in the strong foundation we’ve built. I wish Artie success as he leads this iconic brand forward.” Troy Alstead will succeed Zeitz as Chairman of the Board, effective October 1, 2025.
As Harley-Davidson accelerates into 2025, Starrs’ leadership promises to fuel innovation, deepen rider loyalty, and expand the brand’s global reach. Stay tuned to 2WheelMedia.Substack.com for the latest updates on Harley-Davidson’s bold moves in the motorcycle world.