At the age of 30, Jochen Zeitz became the youngest individual in German history to lead a public company when he was appointed chairman and CEO of Puma in 1993. Over the following thirteen years, he oversaw a dramatic financial recovery that elevated the company's share price by approximately 4,000 percent before its acquisition by Kering.
Early Career and Puma Transformation
Born in Mannheim in 1963, Zeitz pursued his education in Germany, Italy, France, and the United States, graduating from the European Business School in International Marketing and Finance. His early professional experience included roles at Colgate-Palmolive in New York and Hamburg. Upon joining Puma in 1990, he quickly ascended to the top leadership position. His tenure involved a comprehensive global restructuring strategy and the introduction of PUMAVision in 2008, which codified ethical principles for business conduct. He also pioneered the Environmental Profit & Loss Account to quantify the impact of supply chains on ecosystem services.
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Zeitz joined the Board of Directors of Harley-Davidson in 2007 and chaired its sustainability committee starting in 2011. He assumed the role of acting CEO in February 2020, becoming the permanent president and CEO in May 2020. He initiated 'The Rewire' and 'The Hardwire,' strategic plans focused on core strengths, financial services, and electric motorcycle development. In 2021, he expanded the company's electric division, LiveWire, into a separate publicly traded entity. By 2025, it was confirmed that Zeitz would retire from his position as CEO of Harley-Davidson.
Philanthropy and Cultural Contributions
Beyond corporate management, Zeitz founded the Zeitz Foundation for Intercultural Ecosphere Safety in 2008, promoting the '4Cs' approach to conservation and development. He operates the Segera Conservancy in Kenya, which protects 50,000 acres of wildlife habitat. In 2009, he co-founded The Long Run, an organization supporting sustainable tourism across 22 countries. His commitment to the arts is reflected in the Zeitz Museum of Contemporary Art Africa in Cape Town, established in partnership with the Victoria & Alfred Waterfront. The museum, housed in a converted 1920s grain silo, serves as a repository for contemporary art from the African continent and its diaspora.
Fast facts
- Born: 1963, Mannheim, Germany
- Education: EBS Universität für Wirtschaft und Recht
- Key Puma Role: CEO (1993–2007)
- Key Harley-Davidson Role: CEO (2020–2025)
- Cultural Project: Zeitz Museum of Contemporary Art Africa
- Award: Cross of the Order of Merit of the Federal Republic of Germany
- Conservation Focus: 50,000 acres at Segera Conservancy
Questions readers ask
What is the 4C approach developed by Zeitz?
It is a holistic paradigm that balances conservation, community development, culture, and commerce.
Which companies has Jochen Zeitz led as CEO?
He served as CEO of Puma, Harley-Davidson, and the electric motorcycle division LiveWire.
Achievements
- Cross of the Order of Merit of the Federal Republic of Germany
- Educated at EBS Universität für Wirtschaft und Recht
