Harley-Davidson Appoints Artie Starrs as President and CEO, Effective October 1, 2025

Harley-Davidson announced the appointment of Artie Starrs as President and Chief Executive Officer, effective October 1, 2025. Starrs joins from Topgolf Callaway Brands and brings experience in managing strong brands and global operations. He is expected to enhance Harley-Davidson's connection with current riders while bringing new people into the H-D community.

Milwaukee, Wisconsin, July 2, 2025 — Harley-Davidson, Inc. (NYSE: HOG) has announced the appointment of Artie Starrs as President and Chief Executive Officer, effective October 1, 2025. Starrs joins Harley-Davidson from Topgolf Callaway Brands, where he served as CEO of the Topgolf International, Inc. subsidiary [1].

Artie Starrs brings extensive experience in managing strong brands and global operations. Prior to his role at Topgolf, he served as Global CEO of Pizza Hut, leading the brand to over 18,000 locations across 110 countries. His tenure at Topgolf saw a 50% growth in revenues, from $1.1 billion in 2021 to $1.8 billion annually, and the expansion of the brand into five additional countries [1].

Starrs will replace Jochen Zeitz, who will continue as Chairman, President, and CEO until October 1, 2025, and then remain a senior advisor to the company through February 2026 to facilitate a smooth transition. Troy Alstead will succeed Zeitz as Chairman of the Board effective October 1, 2025 [1].

The appointment of Artie Starrs is seen as a strategic move to enhance Harley-Davidson's connection with current riders while bringing new people into the H-D community. His experience in franchise-driven industries and his track record of delivering top and bottom-line growth are considered significant assets for Harley-Davidson at this time in the Company's history [1].

References:
[1] https://www.marketscreener.com/news/harley-davidson-appoints-artie-starrs-as-president-and-chief-executive-officer-ce7c5edadd8ef724