London, UK –
Harley-Davidson, Inc. has announced the appointment of Artie Starrs as its new President and Chief Executive Officer, a leadership change set to take effect on October 1, 2025.
Starrs, who previously served as the CEO of Topgolf International, Inc., a subsidiary of Topgolf Callaway Brands, will also join the company’s Board of Directors upon assuming his new role. His appointment comes as the iconic motorcycle manufacturer navigates ongoing challenges and works to complete its “The Hardwire” five-year turnaround plan.
The company’s Board of Directors highlighted Starrs’ extensive experience in managing strong global brands and his track record of driving growth in franchise-driven industries as key assets for Harley-Davidson. Before his time at Topgolf, Starrs held leadership positions at Pizza Hut, including serving as its Global CEO.
Jochen Zeitz, the current Chairman, President, and CEO, will continue in his role until October 1, 2025. Following the transition, he will remain a senior advisor to the company through February 2026 to ensure a smooth handover of responsibilities. Concurrently, Troy Alstead has been appointed to succeed Zeitz as Chairman of the Board, also effective October 1, 2025.
