Artie Starrs is Harley-Davidson's new CEO
Harley-Davidson has named its new leader, who has been the driving force behind one of golf’s most recognizable brands, as well as pizza.
Former Topgolf Calloway Brands Corp. CEO, Artie Starrs, has been appointed as the new President and CEO of Harley-Davidson, effective October 1, 2025. Starrs has also been a driving force to Pizza Hut’s success as one of its executives, helping the pizza chain business expand to close to 20,000 stores in 110 countries around the world.
“Artie is an accomplished business leader who brings extensive experience managing strong brands and global operations. 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. 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,” says Troy Alstead, Presiding Director of Harley-Davidson.
As the former CEO of Topgolf, Starrs was responsible for delivering on the overall vision and growth of the brand, establishing it as a premier sports entertainment company. He managed a portfolio of more than 100 global recreational venues with over 30,000 employees.
During his four and a half years of leadership, Topgolf’s revenues grew by over 50%, from USD 1.1 billion in 2021 to USD 1.8 billion annually, and the brand expanded into five additional countries across Europe and Asia.
Starrs is set to join Harley-Davidson’s Board of Directors upon assuming the role of CEO. Jochen Zeitz, who earlier announced his retirement, will remain with the company as a senior advisor until February 2026 to ensure a smooth transition. The Board has also appointed Troy Alstead to take over as Chairman of the Board, effective October 1, 2025.
