Harley-Davidson made headlines with the announcement of its new CEO taking over on October 1, but it was Artie Starrs’ local dealer — Maverick Harley-Davidson in Carrollton, Texas – that put the new boss on a bike! The dealer had the holeshot back in mid-May when they put him through Riding Academy and sold him his first motorcycle. Here is the tall tale from deep in the heart of Texas:
Before The CEO Seat… He Took The Rider’s Seat
From Maverick Harley-Davidson Riding Academy to Harley-Davidson’s top job — Artie Starrs is learning the brand from the saddle up. Back in Mid-May, before the world knew him as Harley-Davidson’s next President & CEO (effective October 1, 2025), Artie Starrs strolled into Maverick Harley-Davidson and immediately clicked with Zakk, one of our Fit Specialists.
After talking bikes and swapping stories, Artie decided it was time to make the dream happen. A few weeks later, he was enrolled in our Riding Academy Motorcycle Training Course. He nailed it — license in hand — and came straight back to handpick his dream Harley. Zakk set him up, and the two hit the road for a demo ride that sealed the deal.
Now, Artie owns his first Harley-Davidson motorcycle — and he’s bringing that authentic new rider perspective right into the CEO seat.
Artie is so authentic and down to earth. During his visit at Maverick Harley-Davidson today, he took time to get to know every person that was on our showroom floor. From the cashier to the owners and even just shoppers checking out dealer tees, he was eager to hear our stories and hear about our love of riding and the brand.
With his personal skills and a proven track record leading iconic lifestyle brands and delivering premium customer experiences, we feel Artie has already embraced what makes Harley-Davidson more than just a motorcycle—it’s a community, a culture, and a way of life. And now, he gets it not just as a leader… but as a rider.
We can’t wait to see the passion, energy, and fresh perspective he’ll bring to the brand we all love.
