Harley-Davidson names new CEO as Zeitz prepares exit

Harley-Davidson has announced that Artie Starrs will become its next president and CEO, effective October 1, 2025. Starrs, currently the CEO of Topgolf, brings a strong background in brand building, global operations, and franchise development. He will also join Harley-Davidson’s Board of Directors upon assuming the role.

Starrs succeeds Jochen Zeitz, who has led the company through major transformation efforts, including the execution of The Hardwire strategy, a five-year plan. Zeitz will remain with the company as a senior advisor through February 2026 to support a smooth transition. Board member Troy Alstead will assume the role of chairman of the board, effective October 1.

Alstead is a seasoned executive best known for his long tenure at Starbucks Corporation, where he held multiple senior leadership roles spanning over two decades. His most notable position was chief operating officer (COO), a role he held until stepping down in 2016. At Starbucks, Alstead played a pivotal role in the company’s global expansion and operational strategy.

Under Starrs’ leadership, Topgolf grew revenues by over 50% and expanded its international presence across five countries. Before that, he served as Global CEO of Pizza Hut, overseeing more than 18,000 locations in 110 countries.

“Artie is an accomplished business leader with a track record of growth and brand stewardship,” says Alstead. “He understands the unique cultural position of Harley-Davidson and brings the right blend of operational experience and strategic vision to lead the company into its next phase.”

The announcement follows Harley-Davidson’s recent transaction involving Harley-Davidson Financial Services (HDFS), a move the board described as unlocking “substantial value” for the company. Details of the HDFS deal have not been disclosed, but the board noted that Harley-Davidson stands to benefit from it for years to come.

Starrs expressed admiration for the brand’s heritage and community. “There is no brand that brings the same level of community and rebellious spirit as Harley-Davidson,” he adds. “I’m excited by the tremendous potential to both drive growth and enhance the Harley-Davidson experience for all.”