MILWAUKEE (Aug. 4, 2025) – Embattled Wisconsin manufacturing icon Harley‑Davidson hopes to turn a new page this fall with the ascension of Artie Starrs as president and chief executive officer. Starrs will take over on Oct. 1, 2025, and join the company’s board of directors.
On that same date, Troy Alstead will move into the role of chairman of the board, succeeding Jochen Zeitz, who has served as chairman, president and CEO since 2020. Zeitz will remain as senior adviser through February 2026 to help with the transition.
“Artie is an accomplished business leader who brings extensive experience managing strong brands and global operations,” Alstead said in the company’s announcement. “Artie understands the special place Harley‑Davidson occupies in culture and in the lives of our riders. I’m confident that Artie can further enhance this connection with current riders while bringing new people into the H‑D community.”
The official announcement did not indicate that Starrs has any manufacturing experience.
A new face at the helm
Starrs, 49, comes from Topgolf Callaway Brands, where he spent the past four and a half years as CEO of Topgolf International. Under his leadership, revenues jumped from $1.1 billion in 2021 to $1.8 billion, an increase of more than 50%. He also oversaw international expansion into five new countries across Europe and Asia.
Before Topgolf, Starrs rose through the ranks at Yum! Brands’ Pizza Hut subsidiary, serving as global CEO, president of the U.S. business, and earlier as chief financial officer of Rave Cinemas. He began his career in investment banking at Wasserstein Perella.
“It’s a huge privilege to be joining Harley‑Davidson as President and CEO, and I am grateful for the opportunity to help steward this incredible company,” Starrs said. “I have long admired the unique position Harley‑Davidson has in the hearts of its riders and fans; there is no brand that brings the same level of community and rebellious spirit as Harley‑Davidson. I’m excited by the tremendous potential to both drive growth and further enhance the H‑D experience for all, and I look forward to working with the dedicated Harley‑Davidson employees and dealer network as we start this journey together.”
A company under pressure
The leadership shift comes at a time of deep financial strain. Motorcycle revenue plunged 60% in 2024, while North American retail sales fell 13% in the fourth quarter of that year. Harley‑Davidson’s annual unit sales are down by half since 2014, when the company sold about 270,000 motorcycles.
LiveWire, the company’s electric spinoff, has struggled to gain traction. The brand produced only 374 motorcycles through the first three quarters of 2024, cut its workforce by 30%, and has seen its stock price tumble 70% since going public in 2022.
Zeitz’s announcement in April that he would retire in 2025 set the stage for a search that unfolded against a turbulent backdrop. A May proxy fight saw activist investor H Partners, holding just over 9% of Harley‑Davidson shares, call for the ouster of three long‑time board members. The firm cited governance failures and lackluster growth.
Proxy advisory firms split in their recommendations: ISS backed the company’s existing slate, while Glass Lewis and Egan‑Jones supported H Partners’ proposed changes. Harley‑Davidson defended its board, pointing to operating margins of 13% from 2022 through 2024 and projecting $457 million in productivity savings by 2026. Still, the company lost nearly $1.8 billion in market value over three years, with shares sliding 22%.
Passing the torch
Zeitz, who guided Harley through the pandemic and refocused its product line, said the transition offers stability for the next chapter. “It’s been an honor to lead Harley‑Davidson over the past five years and to work alongside such talented and passionate teams … I’m incredibly proud of what we’ve achieved together … 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.”
Looking ahead
The Milwaukee‑based company remains a cultural touchstone but faces generational and competitive headwinds. With Zeitz moving into an advisory role and Alstead assuming the board chair, Starrs will carry the responsibility of restoring sales momentum, bridging divides between heritage riders and new markets, and steadying investor confidence.
Whether his track record of scaling global consumer brands can revive an American motorcycle legend will become clear beginning this October.
Previously at Dairyland Sentinel
