Harley-Davidson, Inc. has announced that Artie Starrs will take over as President and Chief Executive Officer on October 1, 2025. Starrs joins Harley-Davidson from Topgolf Callaway Brands, where he served as CEO of Topgolf International, leading its transformation into a global sports entertainment powerhouse.
Proven Leadership in Global Brands
Troy Alstead, Presiding Director at Harley-Davidson and incoming Chairman of the Board, described Starrs as a “proven business leader” with a strong record of growing global brands. Starrs has extensive experience in franchise-driven businesses, operational leadership, and brand expansion—skills that align with Harley-Davidson’s strategy to strengthen rider loyalty while attracting new motorcycle enthusiasts.
At Topgolf, Starrs oversaw more than 100 venues worldwide, managing over 30,000 employees. Under his four-and-a-half-year leadership, annual revenue climbed more than 50%, from $1.1 billion in 2021 to $1.8 billion. He also drove international expansion into five new countries across Europe and Asia.
From Pizza Hut to Harley-Davidson
Before Topgolf, Starrs spent nearly a decade at Pizza Hut, part of Yum! Brands, serving as both Global CEO and U.S. President. He expanded the brand to over 18,000 locations in 110 countries. Starrs also held leadership positions at Rave Cinemas and began his career in investment banking at Wasserstein Perella.
A Vision for Harley-Davidson’s Future
Starrs expressed deep respect for the Harley-Davidson legacy, emphasizing its community, rebellious spirit, and heritage. He aims to drive growth, enhance the rider experience, and work closely with employees and the global dealer network.
Leadership Transition in 2025
Current Chairman, President, and CEO Jochen Zeitz will remain in his roles until October 1, 2025, then serve as Senior Advisor until February 2026 to ensure a smooth handover. Zeitz’s tenure included the successful launch of The Hardwire, Harley-Davidson’s five-year strategic plan, and steering the company through challenging market conditions.
Alstead thanked Zeitz for his vision and leadership, noting significant long-term value creation, including the recent HDFS transaction. Zeitz expressed pride in the company’s progress and confidence in Starrs’ leadership.
About Harley-Davidson
Since 1903, Harley-Davidson has defined motorcycle culture with legendary bikes, gear, and experiences. The company’s mission goes beyond motorcycles—it’s about adventure, freedom, and innovation. Harley-Davidson also holds a majority stake in LiveWire Group, Inc., the first publicly traded all-electric motorcycle brand in the U.S.
For more, visit harley-davidson.com and livewire.com.
