Harley makes key personnel changes

Harley-Davidson will reveal ‘Chapter 2’ of its 2026 model line-up on January 14, but before that, a series of key personnel changes have been made. 

Prior to this latest announcement the American company had already carried out a reshuffle of its board members. 

Long-standing members Sara Levinson and Norman Thomas Linebarger were replaced by Daniel Nova and Matt Reintjes following their retirements in September, while former Harley-Davidson CEO Jochen Zeitz was replaced by Artie Starrs. 

But now, a total of four new members have been added to the firm’s leadership team. The new roles are expected to “propel growth and integration”, according to Harley-Davidson. 

H-D also goes on to say that the changes have been made “to strengthen the company's leadership, reinforce its dedication to its rider and dealer community, and deepen its commitment to Milwaukee as the heart of its business”.

One of the new additions is Jonathan Root, who will serve as both Chief Financial and Chief Commercial Officer as part of the newly created roles.

Harley-Davidson is also welcoming Bryan Niketh back to the company, from January 5, 2026. He will serve as Chief Operating Officer. 

Niketh has 20 years of experience working for H-D and most recently served as President of White River Marine Group. Niketh will be in charge of Product Management, Product Development and Product Operations.

Finally, Harley is also welcoming Matt Ryan to the company in the role of Chief Marketing and Technology Officer, and Marcus Fischer, who has been appointed Chief Brand Officer.

Ryan was most recently the Chief Marketing Officer at Boyd Gaming, which operates various casinos and hotels in the United States, before he joined Harley-Davidson on December 8.

Speaking about the changes, Starrs said: 

"As we reimagine our future, we are returning to what makes Harley-Davidson uniquely powerful," said Artie Starrs, President and CEO, Harley-Davidson. "These changes set us up to deepen our connection to riders and dealers, accelerate data-led and tech-enabled engagement, and unlock the full potential of our operations."

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