Harley-Davidson Taps Topgolf’s Artie Starrs as CEO Amid Tariff Pressures

Harley-Davidson appointed Arthur “Artie” Starrs, the head of sports-entertainment chain Topgolf, as president and chief executive, effective 1 Oct 2025. Starrs will replace Jochen Zeitz, who led the motorcycle maker for five years and will remain a senior adviser until February 2026. The leadership change comes as the 122-year-old company confronts slowing demand for heavyweight cruisers, a younger customer base that favors nimbler bikes, and higher costs from U.S. tariffs on imported components—expenses Harley has estimated could reach as much as US$85 million this year. Zeitz’s tenure included the “Hardwire” turnaround plan and a proxy fight with activist investor H Partners, which had pressed for board changes after a slide in sales and market value. Shares rose roughly 1 % in early New York trading after the announcement. Starrs previously ran Pizza Hut before taking the helm at Topgolf in 2021. His appointment shifts the storied manufacturer further toward consumer-experience executives as it works to broaden its appeal and restore growth.