Harley-Davidson has named Artie Starrs, chief executive of Topgolf, as its new president and CEO, as the storied motorcycle maker seeks to reinvigorate growth following a sharp sales slump and a major restructuring of its finance arm.
Starrs will succeed Jochen Zeitz, who has led Harley since 2020 and will remain as chairman until stepping down in October, then serve as senior adviser through February 2026, the company said in an Aug. 4 announcement. The board also appointed former Starbucks executive Troy Alstead—currently serving as presiding director of Harley-Davidson—to replace Zeitz as chairman.
