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 appointed Artie Starrs, head of sports-entertainment company Topgolf, to be its new president and chief executive officer.Starrs will succeed Jochen Zeitz, who has led the motorcycle maker as chairman and CEO since 2020 and recently survived a shareholder’s attempt to remove him from the board.

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 and slowing demand for its cruiser bikes.