Harley-Davidson names new CEO

Harley-Davidson announced today that Artie Starrs will replace Jochen Zeitz as CEO. Starrs comes to Harley-Davidson from his post as CEO of Topgolf International. Topgolf is a chain of sports entertainment franchises that combine aspects of the traditional golf practice range with food, drink, and games. The Harley-Davidson press release notes that Topgolf expanded into five additional countries and grew its revenues more than 50%, to $1.8 billion, in the four and a half years Starrs led the company. What it didn't mention is that Topgolf's financial results have weakened recently. Prior to 2021, Starrs was global CEO at Pizza Hut. He began his career as an investment banker.

Zeitz, who made his name by turning around the sportswear company Puma, had announced earlier this year that he would be retiring as CEO and chairman of the board at Harley-Davidson. Zeitz sharply altered the direction of the company (see my previous article for more detail about Zeitz's tenure) but has become increasingly unpopular with many Harley-Davidson dealers and customers.

The transition will take place on October 1 and Starrs will also have a seat on the board of directors. Zeitz will be retained as a "senior advisor" through February of 2026 to help with the transition.

"Artie understands the special place Harley-Davidson occupies in culture and in the lives of our riders," said Troy Alstead, who will take over as chairman of the board when Zeitz leaves. "I'm confident that Artie can further enhance this connection with current riders while bringing new people into the H-D community."

What the press release does not state is how much Starrs actually knows about those Harley-Davidson customers, or the new riders his company needs to bring into the fold. Or whether Starrs has ever even ridden a Harley-Davidson or any other motorcycle.