Jochen Zeitz

Jochen Zeitz
Born	Jochen Zeitz 6 4, 1963
Birthplace	Mannheim, Germany
Nationality	German
Occupation	Business executive
Title	Former Chairman, President and CEO of Harley-Davidson
Known for	CEO of Puma (1993–2011), Chairman, President and CEO of Harley-Davidson (2020–2025), co-founder of The B Team, co-founder of Zeitz Museum of Contemporary Art Africa
Education	European Business School
Spouse(s)	Kate Garwood
Children	2

Jochen Zeitz (born 6 April 1963) is a German business executive who served as Chairman, President and Chief Executive Officer of Harley-Davidson, Inc. and Chairman of LiveWire Group, Inc., the company's electric motorcycle subsidiary. Before leading the iconic American motorcycle manufacturer, Zeitz became one of the youngest CEOs in the history of European public companies when he was appointed to lead Puma SE at the age of 30, a position he held for 18 years from 1993 to 2011. During his tenure at Puma, he transformed the company from a struggling athletic footwear brand into a major global sportlifestyle enterprise. Beyond the boardroom, Zeitz has been a prominent advocate for corporate sustainability, co-founding The B Team alongside Sir Richard Branson and co-founding the Zeitz Museum of Contemporary Art Africa (Zeitz MOCAA) in Cape Town, South Africa. He has served on the board of Kering, the French luxury goods conglomerate, where he chaired its sustainability committee and developed its global sustainability strategy. Zeitz has also been a board member of the Kenya Wildlife Service and Wilderness Safaris, reflecting his longstanding engagement with African conservation efforts.

Early Life

Jochen Zeitz was born on 6 April 1963 in Mannheim, a city in the southwestern German state of Baden-Württemberg. Mannheim, situated at the confluence of the Rhine and Neckar rivers, is a major industrial and commercial center in Germany's Rhine-Neckar metropolitan region. Details regarding Zeitz's family background and upbringing have remained largely private, though his subsequent career trajectory suggests an early interest in business and international commerce.

Zeitz grew up during a period of significant economic expansion in West Germany, and his formative years coincided with the maturation of the post-war German economic miracle. He would go on to pursue higher education in business, attending the European Business School (EBS), a private university located in Oestrich-Winkel, Hesse, Germany. EBS, founded in 1971, is one of Germany's leading private business schools and has a strong emphasis on international business education.

Education

Zeitz studied at the European Business School (EBS) in Oestrich-Winkel, Germany. The institution, known for its internationally oriented curricula and emphasis on practical business training, provided Zeitz with a foundation in management and commerce that would prove instrumental in his rapid ascent through corporate ranks. EBS programs typically include international exchange semesters and internships, offering students exposure to global business practices. Zeitz's education at EBS positioned him for entry into the consumer goods and sportswear industries, where he would soon make a significant mark.

Career

Puma (1993–2011)

Zeitz's most formative corporate leadership role began in 1993 when, at the age of 30, he was appointed Chairman and Chief Executive Officer of Puma AG, making him one of the youngest CEOs of a publicly traded European company at the time. When Zeitz assumed the helm, Puma was a struggling German athletic footwear company that had lost significant market share to competitors such as Nike and Adidas. The brand, once a major force in global athletics—having been worn by legendary sprinter Usain Bolt's predecessors and football stars—had fallen into financial difficulty.

Under Zeitz's leadership, Puma underwent a comprehensive transformation. He repositioned the company from a conventional sports brand to a "sportlifestyle" company, blending athletic performance with fashion and design. This strategic pivot involved partnerships with high-profile designers and cultural figures, expanding Puma's appeal beyond traditional athletic markets into the fashion-conscious consumer segment. Over the course of his 18-year tenure, Puma experienced substantial growth in revenue and brand recognition, establishing itself as a global competitor in the sportswear and lifestyle market.

Zeitz also became a pioneer in integrating sustainability into corporate strategy during his time at Puma. He introduced the concept of an Environmental Profit and Loss (EP&L) account, a groundbreaking effort to quantify the environmental impact of Puma's operations across its entire supply chain in monetary terms. This initiative was among the first of its kind in the global business community and attracted significant attention from sustainability advocates, academics, and other multinational corporations.

In 2011, Zeitz stepped down as CEO of Puma following the company's acquisition by Kering (then known as PPR), the French luxury goods conglomerate controlled by the Pinault family. He transitioned to a role within the Kering group.

Kering

Following his departure from Puma's day-to-day leadership, Zeitz served as a board member of Kering, where he chaired the company's sustainability committee. In this capacity, he was responsible for developing Kering's global sustainability strategy, drawing on his experience with environmental accounting at Puma. Kering, whose portfolio includes luxury brands such as Gucci, Saint Laurent, and Balenciaga, adopted sustainability practices that built upon the frameworks Zeitz had helped establish. His influence helped position Kering as one of the more sustainability-conscious companies in the luxury goods sector.

Harley-Davidson (2020–2025)

In February 2020, Zeitz was appointed acting President and CEO of Harley-Davidson, Inc., the Milwaukee-based motorcycle manufacturer, following the departure of previous CEO Matt Levatich. He was subsequently confirmed as Chairman, President and CEO, taking on full leadership of the company listed on the New York Stock Exchange under the ticker symbol HOG.

At Harley-Davidson, Zeitz introduced the "Hardwire" strategic plan, which centered on strengthening the company's position in its core touring and cruiser motorcycle segments while pursuing selective growth opportunities. The plan also involved the establishment of LiveWire Group, Inc. as a separate publicly traded entity focused on electric motorcycles, with Zeitz serving as Chairman of the new company. LiveWire represented Harley-Davidson's foray into the electric vehicle market, aiming to attract a younger and more environmentally conscious demographic.

Zeitz's tenure at Harley-Davidson was marked by both strategic initiatives and significant challenges. The motorcycle market faced headwinds including changing consumer demographics, with the traditional Harley-Davidson customer base aging and younger riders showing different preferences. The company navigated supply chain disruptions, shifting market dynamics, and debates over the direction of the brand.

In April 2025, Harley-Davidson confirmed that the company's board of directors was engaged in a CEO search process, signaling Zeitz's planned departure from the role. Zeitz announced his intention to retire after five years leading the company.

The transition period was not without controversy. In May 2025, Harley-Davidson's second-largest shareholder mounted an effort to oust Zeitz and two board members, though the attempt was ultimately unsuccessful and Zeitz remained in his position through the transition period.

On 4 August 2025, Harley-Davidson announced the appointment of Artie Starrs, the former CEO of Topgolf and Pizza Hut, as the new President and CEO, effective 1 October 2025. Starrs was selected to succeed Zeitz and lead the company into its next chapter.

Following the announcement of his succession, Zeitz listed his Milwaukee condominium for sale, signaling the conclusion of his ties to the city where Harley-Davidson is headquartered.

Other Board and Business Roles

Beyond his executive positions at Puma and Harley-Davidson, Zeitz has held several board-level positions across different industries and organizations. He has served as a board member of Cranemere, a long-term investment holding company. He also served on the board of Wilderness Safaris, a leading ecotourism operator in Africa, reflecting his personal commitment to African conservation and sustainable tourism.

Zeitz served on the board of the Kenya Wildlife Service (KWS) for three years, from 2019 to 2022, contributing to the governance of Kenya's principal wildlife conservation authority.

Sustainability and Conservation

Zeitz has been a prominent figure in the global corporate sustainability movement. His most notable contribution in this area was the co-founding of The B Team alongside Sir Richard Branson in 2013. The B Team is a global nonprofit initiative that brings together business leaders to promote a "Plan B" for business—one that prioritizes the well-being of people and the planet alongside financial performance. Zeitz has served as a board member of The B Team, helping to advance its mission of catalyzing a better way of doing business.

Through the Zeitz Foundation for Intercultural Ecosphere Safety, Zeitz has supported conservation and sustainability projects, particularly in East Africa. The foundation has promoted the concept of the "Long Run," an initiative that encourages landowners and tourism enterprises to operate in a manner that balances conservation, community, culture, and commerce—a framework known as the "4Cs."

Zeitz's conservation activities in Kenya have been substantial. He has maintained a significant presence in the country, and his involvement with the Kenya Wildlife Service board between 2019 and 2022 placed him at the center of Kenyan wildlife governance during a critical period for the country's conservation efforts.

Zeitz Museum of Contemporary Art Africa

One of Zeitz's most visible cultural contributions has been the co-founding of the Zeitz Museum of Contemporary Art Africa (Zeitz MOCAA) in Cape Town, South Africa. The museum, which opened in September 2017, is housed in a repurposed historic grain silo complex at the Victoria & Alfred Waterfront. It is the largest museum dedicated to contemporary art from Africa and its diaspora. The museum was designed by the British architectural firm Heatherwick Studio and has become a significant cultural landmark in Cape Town and on the broader African continent.

The museum's permanent collection is built around Zeitz's personal collection of contemporary African art, and the institution has served as a platform for African artists to gain international recognition. Zeitz MOCAA has hosted numerous exhibitions and educational programs aimed at fostering engagement with contemporary art across Africa.

Personal Life

Jochen Zeitz is married to Kate Garwood, and the couple have two children. Zeitz has maintained a relatively private personal life despite his high-profile corporate roles. He has been known for his connection to Kenya, where he has maintained a home and been actively involved in conservation projects. His engagement with African wildlife and ecosystems extends beyond professional obligations, reflecting a personal commitment to the continent's environmental future.

Zeitz has also been associated with the Zeitz Family Foundation, which supports various philanthropic causes.

Following his retirement from Harley-Davidson, Zeitz listed his Milwaukee condominium for sale in 2025, indicating a relocation away from the company's headquarters city.

Recognition

Throughout his career, Zeitz has received numerous awards and honors recognizing his contributions to business and sustainability.

In 2011, he was selected as the keynote speaker for the Financial Times Boldness in Business conference, an invitation extended to leaders considered to have demonstrated innovation and courage in business strategy.

Zeitz received the German Sustainability Award (Deutscher Nachhaltigkeitspreis) in recognition of his environmental accounting work at Puma, including the development of the Environmental Profit and Loss account.

He was named by Condé Nast Traveler as one of its ecotourism visionaries in 2012, in recognition of his conservation and sustainable tourism work in Africa.

In 2012, Zeitz was also identified by Fast Company as one of the "10 Most Important Players at the Rio+20 Conference," the United Nations Conference on Sustainable Development held in Rio de Janeiro, Brazil.

Travel + Leisure recognized Zeitz with a Global Vision Award in 2013 for his contributions to responsible tourism and conservation.

Additionally, Zeitz was recognized in the context of the German PR Prize (Deutscher PR-Preis) for communications work related to his sustainability initiatives.

He was also featured by GQ South Africa in profiles highlighting his business achievements and conservation work in Africa.

Legacy

Jochen Zeitz's career spans more than three decades of leadership in global business, with a distinctive emphasis on the intersection of commerce and sustainability. His 18-year tenure at Puma, during which he transformed the company's market position and introduced environmental accounting practices, established him as a significant figure in the sportswear industry and in corporate sustainability.

His development of the Environmental Profit and Loss account at Puma represented an early attempt by a major corporation to quantify its environmental impact in financial terms, an approach that has since been adopted and adapted by other companies, most notably by Kering across its portfolio of luxury brands. This work contributed to broader shifts in how multinational corporations approach environmental reporting and accountability.

The co-founding of The B Team with Richard Branson placed Zeitz at the center of a global network of business leaders advocating for reformed approaches to capitalism that account for social and environmental outcomes alongside financial returns. The B Team has continued to operate as a platform for dialogue and action on issues ranging from climate change to corporate governance.

The Zeitz Museum of Contemporary Art Africa stands as a lasting cultural contribution, providing institutional support for contemporary African art at a scale previously unavailable on the continent. The museum has become a significant destination in Cape Town and has served to elevate the profile of contemporary African artists internationally.

At Harley-Davidson, Zeitz's five-year tenure involved navigating the company through a period of market transition, including the establishment of LiveWire as a dedicated electric motorcycle brand. While his leadership faced scrutiny from some shareholders, the Hardwire strategy and the LiveWire initiative represented efforts to position the company for long-term relevance in a changing transportation landscape.

His conservation work in East Africa, particularly through the Zeitz Foundation and his service on the Kenya Wildlife Service board, reflects a sustained personal and professional commitment to environmental stewardship that extends beyond his corporate roles.