Clyde Fessler

Clyde Fessler

Former VP Business Development at Harley Davidson
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Program Descriptions

  • The Harley-Davidson Turnaround Story
  • Next Generation Management
  • Brand Building for Organizations/Individuals
  • Customer Relations – Bonding With Your Customers
  • Selling a Lifestyle
  • Providing an Experience That Involves Your Customers
  • Developing Unique Marketing Strategies
  • Thinking Outside the Box
  • Building Success Through Teams
  • People: Make Them Your Most Competitive Advantage
  • Competing Against Industry Giants
  • Growing Your Organization Organically
  • Create a Win/Win through Distribution
  • The Five P’s of Business Marketing

    Each presentation is customized to meet the needs and objectives of the host organization and to ensure that it resonates with the audience. Business meeting themes and key messages can be integrated into each presentation. This requires two pre-event conference calls with key personnel to provide the input need to customize the keynote presentation.

    Clyde Fessler can also attend related events which follow his presentation to provide opportunities for personal interaction with attendees and management. This can include a Q & A session or a book signing immediately after the event.
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    Biography Read more

    Clyde Fessler is widely recognized as the brand architect in the dramatic turnaround of the Harley-Davidson Motor Company. His powerful presentations demonstrate the genuine passion surrounding the much-admired Harley brand, the experience of motorcycling and the attributes of freedom, adventure and individuality.

    Fessler served in key executive positions at Harley-Davidson for 25 years, playing an integral role in the evolution of the company into a global community-building lifestyle brand with an extraordinarily loyal following. His dynamic presentation relates the Harley-Davidson turnaround story, detailing how the brand developed its own mystique by bringing together seemingly disparate combinations of products, people, processes and experiences in unique and often surprising ways. It is a story that resonates with business audiences across a wide range of demographic segments.

    Fessler joined Harley-Davidson in 1977 as Advertising and Promotions Manager and was soon promoted to Director of Marketing. In that position, Fessler led the establishment of the Harley Owners Group, or H.O. G., which remains the largest sponsored enthusiast club in the world with more than one million members.

    As General Sales Manager, Fessler established new dealer incentives, policies and programs – many of which are still in effect today. As Director of Licensing, he propagated the Harley brand across a wide variety of third-party merchandise which added over $200 million in annual revenue.

    As Vice President of General Merchandise, Fessler built the Motor Clothes line from $20 million in annual sales to over $100 million over a period of five years. As Vice President of Motor Accessories, he developed the strategy that doubled Harley’s accessory business in three years and tripled it in five.

    In his final role, as Vice President of Business Development, Fessler helped refine the strategic direction of the company, creating the global rental program and the Rider’s Edge safety training program. He was also involved in the 2-1 program to develop a tilting 3-wheeler.

    Fessler is the author of the 2012 book ‘Rebuilding the Brand: How Harley-Davidson Became King of the Road’, which is available on Amazon and through He is a graduate of the University of Notre Dame and has served on the Board of Trustees of the American Motorcycle Association and the Motorcycle Safety Foundation. Fessler also played a key role in Harley-Davidson’s relationship with the Muscular Dystrophy Association, which has generated over $70 million in donations as the primary charity of H.O.G. When he is not busy sharing his vision, creativity and strategic thinking with clients and audiences, Clyde can be found exploring the world on one of his five Harley- Davidson motorcycles.

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    “In the name of the Kraft Foods Europe Integrated Marketing Team, we would like to thank you for the great speech you made on Monday, May 16th and for all the learning’s we were able to take out of it. It was an incredible, inspiring and motivating moment of togetherness with our Senior Marketers and thank you that you made it happen. Hope to get the chance to meet you soon again.”
    --Kraft Foods 

    “Thank you for serving as the keynote speaker at the SAS Executive Conference “Leveraging Business Analytics to Optimize Your Manufacturing Enterprise.”  Your insightful comments established the foundation upon which the remainder of the conference was built.  We look forward to working with you again.” 
    --SAS Americas Marketing and Support

    “Our meeting was a success and Clyde Fessler was one of the main reasons for that success. WMS couldn’t have selected a more appropriate speaker for our meeting.  His message of the Harley Davidson re-emergence rang home with our audience.  Clyde grabbed everyone’s attention as he provided examples of the challenges they faced, the actions implemented and the results of their efforts.  He did a fantastic job of engaging our management team.  In short, with Clyde’s presentation we achieved our goals for the meeting!” 
    --WMS Gaming

    “Clyde’s experience with Harley Davidson during their struggles and eventual comeback gave us much to ponder.  All of our attendees continue to express how much they enjoyed Clyde’s presentation.  His arrival on the Harley was spectacular and added to the excitement we hoped to generate from our General Session.” 
    --Precision Auto Care