Harley-Davidson, Inc. has appointed Artie Starrs as president and CEO, effective October 1, 2025. Starrs joins the company from Topgolf Callaway Brands, where he served as CEO of the Topgolf International, Inc. subsidiary.
Topgolf Callaway announced last week that Starrs had resigned, effective at the end of September. His departure came as Callaway plans to spin off the Topgolf business into a stand-alone company again.
During Starrs’ four and a half years of leadership, Topgolf’s revenues grew over 50 percent, from $1.1 billion in 2021 to $1.8 billion annually, and the brand expanded into five new countries across Europe and Asia.
From 2013 to 2021, Starrs held leadership roles at Pizza Hut, a Yum! Brand’s subsidiary, most recently as global CEO. Before that, he served as CFO for Rave Cinema and began his career as an investment banker at Wasserstein Perella.
Starrs will join the Harley-Davidson Board of Directors upon assuming the role of CEO. Jochen Zeitz will continue in his role as Chairman, President, and CEO until October 1, 2025. After this date, he will remain a senior advisor to the company through February 2026 to facilitate a smooth transition. The Board has appointed Troy Alstead to succeed Zeitz as chairman of the Board, effective October 1, 2025.
“On behalf of the entire Board of Directors, I want to sincerely thank Jochen for his outstanding leadership and many significant contributions as Chairman, President, and CEO for over five years,” offered Troy Alstead, presiding director, Harley-Davidson, Inc. “This has included the creation and successful execution of The Hardwire, our five-year strategic plan, in addition to steady stewardship through one of the most challenging periods in the company’s history. Additionally, the Board recognizes the substantial value unlocked for the company through the recent HDFS transaction, which Harley-Davidson will benefit from for years to come. We are grateful for his vision and commitment, and we wish him all the very best in the future.”
“It’s been an honor to lead Harley-Davidson over the past five years and to work alongside such talented and passionate teams,” said Zeitz. “I’m incredibly proud of what we’ve achieved together, and I want to thank the Board, the Harley-Davidson leadership team, and all our employees for their unwavering dedication and hard work. I leave with the confidence that we’ve laid a strong foundation for the company’s future. I wish Artie every success as he leads Harley-Davidson into its next chapter.”
Image courtesy Harley-Davidson, Inc.
