Transformational CEO given key role
The man credited with turning a golf sports outfit into a multi-billion-dollar mega company has been appointed the new CEO of Harley-Davidson.
Arthur Starrs, CEO of Topgolf International, will replace Jochen Zeitz and begin his new role in October.
As CEO of Texas-based Topgolf, Starrs thought outside the box, turning it into a world-leading sports entertainment company with more than 100 venues and 30,000 employees. These venues combine a golf driving range with interactive games, scoring and social activities.
Before that he was global CEO of Pizza Hut, expanding the brand to more than 18,000 locations across 110 countries.
“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 of his new job.
“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.”
Starrs comes in at a critical time for H-D. It has faced huge challenges in the past five years, starting early in 2021 when the European Union threatened a 65 per cent tariff on US-made products. This was in retaliation for tariffs the US, with Donald Trump as President, had imposed on EU steel and aluminium.
A post-COVID-19 slowdown in discretionary spending has also affected H-D, while internal boardroom fighting nearly unseated Zeitz earlier this year.
The current Trump administration’s tariff policy has yet to unfold but its consequences certainly will affect H-D, the biggest motorcycle manufacturer in the US and one of the world’s most valued motorcycle companies.
Financial analysts list Harley-Davidson as the world’s fourth most valued motorcycle manufacturer, behind Yamaha but ahead of PIERER Mobility (KTM), despite a disapointing first half of 2025.
Its second quarter revenue in 2025 dropped 19 per cent on the back of a 15 per cent decline in global sales. US sales dropped 17 per cent while international sales were down 12 per cent.
However, H-D maintains a 53 per cent share of the cruiser segment, a remarkable achievement in a tough sales environment and a sign of its market resilience.
As part of its half-yearly financial update, H-D’s retiring CEO Zeitz said a reorganisation of Harley-Davidson Financial Services, which involves a strategic partnership with two outside investment companies, has the potential to unlock $US1.25 billion in cash.
After the announcement, H-D’s stock soared nearly 16 per cent, its biggest one-day gain since 2020.
ben purvis
