Harley-Davidson Names Topgolf CEO Artie Starrs as New Chief Executive

Harley-Davidson has named Topgolf CEO Arthur "Artie" Starrs as its new president and CEO, effective October 1, 2025, succeeding retiring CEO Jochen Zeitz. Starrs brings expertise in consumer entertainment and franchising from Topgolf and Pizza Hut. This unconventional hire aims to revitalize the brand amid economic challenges and shifting consumer preferences.
Harley-Davidson Names Topgolf CEO Artie Starrs as New Chief Executive
Written by Zane Howard

Harley-Davidson Inc., the iconic American motorcycle manufacturer, has tapped Arthur “Artie” Starrs, the current chief executive of Topgolf International Inc., to become its next president and CEO. The appointment, effective October 1, 2025, marks a significant shift for the Milwaukee-based company as it navigates economic headwinds and evolving consumer preferences. Starrs, who previously led Pizza Hut as CEO, brings a background in consumer entertainment and franchised operations, a departure from traditional automotive leadership.

This move comes after Jochen Zeitz, Harley’s CEO since 2020, announced his retirement earlier this year. Zeitz, known for his sustainability focus and efforts to modernize the brand, will remain as chairman until the transition. According to a report in the Milwaukee Journal Sentinel, Starrs’ selection followed an extensive search, highlighting his track record in driving growth at global brands.

A Non-Traditional Path to Motorcycle Leadership

Starrs’ career trajectory is unconventional for the motorcycle industry. At Topgolf, a subsidiary of Topgolf Callaway Brands Corp., he oversaw expansion into experiential entertainment, blending golf with social venues that attracted younger demographics. Before that, as Pizza Hut’s CEO under Yum! Brands Inc., he managed a vast franchise network, emphasizing digital innovation and menu diversification amid competitive pressures.

Industry analysts see this as a strategic bet on Starrs’ ability to infuse Harley with fresh energy. Posts on X (formerly Twitter) from users following Harley-Davidson reflect mixed sentiment, with some enthusiasts praising the “outsider” perspective while others question his lack of direct automotive experience. As noted in a Reuters article, Starrs arrives amid U.S. tariffs on imports and softening demand for Harley’s premium cruisers, challenges that have pressured sales.

Navigating Economic and Market Challenges

Harley-Davidson has faced declining U.S. market share as younger riders opt for electric alternatives or imports. Zeitz’s tenure saw initiatives like the LiveWire electric brand spin-off, but revenue growth has been uneven. Starrs’ expertise in franchise models could bolster Harley’s dealer network, which spans over 1,400 locations worldwide, potentially accelerating international expansion.

Financially, the company reported a 3% drop in motorcycle shipments last quarter, per its earnings filings. Insiders suggest Starrs might prioritize digital engagement, drawing from Topgolf’s app-driven customer loyalty programs. A piece in The Business Journals highlights how his Topgolf role involved scaling operations amid post-pandemic recovery, skills transferable to Harley’s retail evolution.

Implications for Brand Culture and Innovation

Harley’s cultural cachet—rooted in freedom and rebellion—remains a core asset, but adapting it to modern tastes is key. Starrs has expressed enthusiasm for the brand’s heritage, stating in the official announcement that he aims to “enhance the connection with riders.” This echoes sentiments in a Harley-Davidson investor release, where board members praised his cultural fit.

Looking ahead, Starrs could steer Harley toward experiential retail, perhaps integrating lifestyle events akin to Topgolf’s venues. Recent web searches reveal analyst optimism on platforms like Seeking Alpha, forecasting potential stock gains if he revives growth. However, tariff uncertainties under current trade policies pose risks, as outlined in Spectrum News coverage.

Board Confidence and Transition Dynamics

The board’s choice underscores a pivot toward consumer-centric leadership. Troy Alstead, presiding director, lauded Starrs’ growth-oriented mindset in the company’s press release. Zeitz’s sustainability legacy, including net-zero goals by 2050, will likely persist, with Starrs expected to build on it.

As Harley prepares for this handover, stakeholders watch closely. With shares fluctuating post-announcement, the real test will be Starrs’ first strategic moves. His blend of entertainment savvy and operational acumen might just redefine an American legend for a new era.

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