Milwaukee-based Harley has named Arthur Starrs, CEO of Topgolf International, to replace Jochen Zeitz — who this year announced his retirement but will continue as senior adviser through February. Starrs will begin his new position in October,

Harley-Davidson said on Monday Topgolf’s Arthur Starrs would succeed Jochen Zeitz as CEO, to help steer the storied motorcycle maker through U.S. tariffs

Harley-Davidson, Inc. has appointed Artie Starrs as president and CEO, effective October 1, 2025. Starrs joins the company from Topgolf Callaway Brands, where he served as CEO of the Topgolf International, Inc. subsidiary.