Harley-Davidson appoints Artie Starrs as new CEO

Harley-Davidson Inc. (NYSE: HOG) announced that its board of directors has appointed Artie Starrs as president and chief executive officer, effective October 1, 2025.

Starrs joins the Milwaukee-based motorcycle manufacturer from Topgolf Callaway Brands, where he served as CEO of the Topgolf International subsidiary. During his four and a half years leading Topgolf, revenues grew from $1.1 billion in 2021 to $1.8 billion annually, and the brand expanded into five additional countries across Europe and Asia.

Prior to Topgolf, Starrs held leadership roles at Yum! Brands' Pizza Hut subsidiary from 2013 to 2021, most recently as global CEO. During his tenure, he led the brand to over 18,000 locations across 110 countries. He previously served as Pizza Hut U.S. president and chief financial officer for Rave Cinemas, and began his career as an investment banker at Wasserstein Perella.

"Artie is an accomplished business leader who brings extensive experience managing strong brands and global operations," said Troy Alstead, presiding director. "His track record of delivering top and bottom-line growth, combined with his experience in franchise driven industries, are both huge assets for Harley-Davidson at this time in the Company's history."

Current Chairman, President and CEO Jochen Zeitz will continue in his role until October 1, 2025, after which he will remain as a senior advisor through February 2026 to facilitate the transition. Alstead will succeed Zeitz as chairman of the board effective October 1, 2025.

Starrs will join the Harley-Davidson board of directors upon assuming the CEO role, according to the company's statement.

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