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Harley-Davidson Board of Directors Appoints Artie Starrs as President and Chief Executive Officer

SEPT 2025

ISSUE # 314
This is taken directly from Harley- Davidson ' s news release of August 4, 2025- see this month ' s ' Op-Ed ' piece on page four for commentary... Harley-Davidson, Inc. has announced that its Board of Directors has endorsed the selection of Artie Starrs as President and Chief Executive Officer, to replace Jochen Zeitz effective October 1, 2025. Jochen Zeitz will continue in his role as Chairman, President and CEO until October 1, 2025, after which he will remain a senior advisor to the company through February 2026 to facilitate a smooth transition. The Board has appointed Troy Alstead to succeed Zeitz as Chairman of the Board effective October 1, 2025. Artie Starrs joins Harley-Davidson from Topgolf Callaway Brands, where he served as CEO of the Topgolf
International, Inc. subsidiary. " Artie is an accomplished business leader who brings extensive experience managing strong brands and global operations," said Troy Alstead, Presiding Director. " His track record of delivering top and
bottom-line growth, combined with his experience in franchise driven industries, are both huge assets for Harley-Davidson at this time in the
Former Fast Food and Golf Industry Executive Artie Starrs is named as Harley ' s new President and CEO.
Company ' s history. Artie understands the special place Harley-Davidson occupies in culture and in the lives of our riders. I ' m confident that Artie can further enhance this connection with
current riders while bringing new people into the H-D community." As CEO of Topgolf, Mr. Starrs was responsible for delivering on the overall vision and growth of the brand and establishing it as one of the premier sports entertainment companies in the world. He managed a portfolio of over 100 global recreational venues with over 30,000 employees, with a track record of driving growth and financial performance. Under Starr ' s four and a half years of leadership. Topgolf ' s revenues grew over 50 %, from $ 1.1bn in 2021 to $ 1.8bn annually, and the brand expanded into five additional countries across Europe and Asia. Between 2013 and 2021, Mr. Starrs held leadership roles at Yum! Brands ' subsidiary, Pizza Hut, most recently as Global CEO. During his time at Pizza Hut, Starrs led the brand to over 18,000 + locations across 110 countries. Prior to this role, he was President of Pizza Hut U. S. and before joining Yum! Brands, he served as
Continues on page 8 >>>

H-D Sprint

Seen here on July 12, the third day of the 2025 Homecoming Rally, The Milwaukee Journal Sentinal reported attendance of around 60,000 for the Veterans Park gigs
- some 25 % down from the 80,000 or so cited for 2024. The 2026 Rally is confirmed( at this stage) as another four day brand appreciation gathering from July 9-12, 2026.