Artie Starrs: From Topgolf and Pizza Hut to motorcycle manufacturer
Starrs is moving from Topgolf International to Harley-Davidson, a Topgolf Callaway Brands company. Topgolf was an international leisure company that combined golf, food and entertainment. Under Starrs’ leadership, Topgolf grew by more than 50 percent between 2021 and 2025, according to the company, with revenue increasing from $1.1 billion (approximately €1.02 billion) to $1.8 billion (approximately €1.67 billion) per year. At the same time, the company expanded into five additional countries in Europe and Asia and now employs more than 30,000 people worldwide.
Prior to joining Topgolf, Starrs was Global CEO of Pizza Hut, one of the world’s largest restaurant chains with approximately 18,000 locations in 110 countries. His career at Pizza Hut began in 2013, where he held various leadership positions, including CFO, CEO, and president. He also gained experience as CFO at Rave Cinemas, a movie theater chain in the US.
Challenges and strategy changes at Harley-Davidson
Harley-Davidson faces significant economic challenges. Motorcycle sales have been declining for years, the core target group is aging, and many dealers are reporting weak sales figures. During his tenure, Jochen Zeitz attempted to realign the company and strengthen the brand with his “The Hardwire” strategy. In the spring of 2025, Zeitz survived a shareholder initiative against his leadership before the company officially announced the separation in April of the same year. Zeitz will remain with the company as a senior advisor until February 2026 to ensure a smooth transition.
As part of its ongoing restructuring, Harley-Davidson sold 10 percent of its financial division, generating proceeds of US$1.25 billion (approximately €1.16 billion). These funds will be used to pay down debt, finance ongoing operations, and distribute dividends to shareholders. Nevertheless, the motorcycle manufacturer has seen its share price fall by more than 20 percent this year.
Change in leadership sparks debate
Artie Starrs is already the third CEO of Harley-Davidson in less than ten years. The appointment of a manager with no direct connection to the motorcycle industry has been met with skepticism in parts of the Harley community. While Starrs has proven extensive experience in international management and franchising, there is no indication that he rides a motorcycle himself. In his official statement, Starrs emphasizes the importance of the Harley-Davidson brand: “It is a great privilege to take over as President and CEO of Harley-Davidson. I have long admired Harley-Davidson’s unique position in the hearts of riders and fans. No other brand conveys a comparable sense of community and rebellious spirit.”
Industry observers expect Starr to use his experience in the entertainment and hospitality sectors to drive new growth and further develop the global dealer network. The new Chairman of the Board will also be named with the change in leadership: Troy Alstead will take over this position at the same time as Starr takes office.
New model strategy: entry-level Sprint model for under $6,000
While Jochen Zeitz was still at the helm, the launch of a new entry-level model was announced for October 2025: the Harley-Davidson Sprint is set to hit the market in 2026 for under $6,000 (around €5,560). Technical details and images of the new Sprint have not yet been released. Industry observers see the new entry-level model as an attempt to tap into younger target groups and new markets for the brand.
Conclusion
With Artie Starrs, Harley-Davidson is relying on an experienced manager from the leisure and franchise industry during an economically difficult phase. The coming months will show whether he will succeed in leading the traditional brand into a successful future and attracting both existing and new customers to Harley-Davidson.
