Jim Ziemer has ridden his lifelong fascination with Harley-Davidson motorcycles from the company’s ground floor to the corner office.
Nothing quite compares to a ride on a Harley-Davidson motorcycle to escape a harried and complicated world. Call it a prescription of sorts from a guy who experiences his own share of pressures—Jim Ziemer, president and CEO of Milwaukee-based Harley-Davidson, Inc., the nation’s iconic motorcycle manufacturer. Ziemer presides over a dynasty that employees almost 10,000 people and last fiscal year sold about 330,000 motorcycles worldwide and chalked up just under $6 billion in sales.
If he’s feeling the pressure, Ziemer doesn’t let on. He reflects a corporate culture that is as relaxed as a Jimmy Buffett song. Ziemer is unpretentious, matching his company and Milwaukee, the home of Harley-Davidson since its inception 105 years ago. He typically greets visitors wearing some form of Harley-branded sport shirt and chinos. Much of the corporate office staff is even less formal, conducting its business in denim.

Freedom of the Open Road
Ziemer, 58, a slight man with glasses, has a disarming, almost "bookish" quality, probably due to the fact that he’s a CPA. While the motorcycle has evolved since two guys named William Harley and Arthur Davidson produced their first bike in a 10-by-15-foot wooden shed, the mission of the company has never wavered. It’s all about enjoying the freedom of the open road. In fact, the brand enjoys almost mythic proportions with its legions of owners and just plain fans. Among the most enthusiastic group of owners—many affiliated with Harley Owners Group (H.O.G.) chapters around the world—are business executives who at first opportunity shed their power suits for leathers, hop on a bike, and at least momentarily forget about ROI, EPS, or dissident shareholders. The bond between business executive and Harley-Davidson has been more steady then the Dow Jones Industrial Average. And hopping on a Harley is not just a male ritual; more and more women are taking the ride.
"Harley-Davidson enjoys a strong connection with all people," says Ziemer. "It’s the freedom and independence you experience on a bike. I like to call it my half-hour vacation. It’s a way to clear out the cobwebs and what’s going on in the world. It’s a cleansing of the soul, a cleansing of the mind, and the benefits are immediate. You don’t have to go to the lake and put the boat in the water. You can do it right now."
Weather permitting, Ziemer makes the daily commute to the office on his Harley-Davidson Screamin’ Eagle Ultra Classic Electra Guide motorcycle. "When I go home, I’m not taking all the problems or opportunities of the day and dropping them on my wife or the kids," he says. "It’s about relaxation and freedom."
The mild-mannered Ziemer appeared destined to eventually run the company. In fact, growing up near the company’s Milwaukee headquarters, he harbored at an early age an ambition to work for Harley-Davidson. He joined the company in 1969 in a union position literally on the ground floor as a freight elevator operator. His fortunes quickly climbed, taking him through a series of positions in manufacturing, engineering, accounting, parts and accessories, and finance. In 2005, he became CEO, a dream job for a guy who has been riding the company’s products since the age of 15. He has been married to his wife Yvonne for 37 years and has two adult daughters and five grandchildren.
For the executive traveler, shedding business attire and getting on a bike provides an equalizer that creates a common community of riders. It’s also, says Ziemer, an opportunity to shed the PDA, cell phone, and other technology tools that keep people tethered 24/7 to their jobs.

It’s About the Journey
For many travelers, the focus is all about the final destination, the end point after a long flight. Not so, says Ziemer of the Harley experience. "It’s all about the journey, not the destination. There’s a special camaraderie among Harley riders. You don’t have this cage around you like when you’re in a car, so you can experience the wind, the air, the sunshine, and even the rain. You can see the countryside a lot better when you’re outside on a motorcycle. You can smell it, hear it, and it’s just more invigorating. When you do arrive at the destination, it’s about enjoying the people and talking about your trips."
That’s not to say that experiencing the country on a Harley is akin to roughing it. With an 852-page catalog of accessories, every bike can be customized to reflect the personalities and tastes of its owner. "It’s amazing what you can do on a motorcycle," says Ziemer.
"You can be as spartan as you’d like, or totally plugged in."
For Ziemer that means a touring bike replete with bigger shocks, larger seats, wrap-around armrests, surround sound stereo, cruise control, heated seats, and even plugs to heat chaps or vests during inclement weather.

Fly and Ride
To accommodate the busy riding enthusiast with limited vacation time, Harley, through its dealers and H.O.G., has a Fly and Ride program in which bikers can travel to destinations throughout the world and rent a motorcycle.
Ziemer’s favorite adventures on a bike are found in the mountains of the United States. "I love the open road and the open country," he says. "Just riding the twists and turns, experiencing the endless vistas, from Colorado to Alaska to the Blue Ridge Mountains to the Appalachians, they’re all gorgeous to experience on a bike."

The Harley Experience
For most Harley riders, the road provides the Nirvana, but come July, a little bit of heaven will open near downtown Milwaukee—the Harley- Davidson Museum. The museum will open in time to welcome the thousands of bikers expected to make the pilgrimage to Brew City to celebrate the company’s 105th anniversary weekend, August 28 through 31 (because of the large crowds expected, only ticketed visitors will be admitted to the museum over the anniversary weekend). The 130,000 square foot development will include exhibit space featuring vintage bikes, company archives, a restaurant and café, meeting and event space, and of course, a retail store. About 350,000 visitors are expected to visit the museum annually. But beyond the motorcycles, the museum promises to celebrate the American entrepreneurial spirit, embodied in the Harley-Davidson brand.

Living the Dream
Jim Ziemer sees himself as the guardian of something rarified created by Mr. Harley and Mssrs. Davidson (there were three Davidsons) more than 100 years ago. Pressure, yes, but he handles it with aplomb and a sense of humor. He’s the first to admit that he’s living the dream and thoroughly enjoying the ride.
"If you enjoy it as I do, it’s not a job," he says. "Find something you really like and you’ll never work a day in your life.
"Harley-Davidson has been a dream of mine for almost my entire life," he adds. "The dealers, the employees, the customers— we all share the emotion and passion that comes with being a part of Harley-Davidson.
When I was growing up a couple of blocks from here, I wanted be paid to ride Harley-Davidson motorcycles. I achieved my life’s ambition." ET

David Fantle is a Milwaukee-based freelance writer. He co-authored the2004 book, Reel to Real: 25 Years of Celebrity Profiles, from Vaudeville to Movies to TV.

A Hotel with Horsepower

Tim Dixon could be called a rebel with a cause. The 46-year-old boss of Milwaukee-based Dixon Development LLC, has built a reputation for breathing new life into old buildings, many consigned by others to the wrecking ball. Now, Dixon is making his first foray into hotel development with the summer 2008 opening of The Iron Horse Hotel, the first luxury boutique hotel in the U.S. geared toward both business travelers and motorcycle enthusiasts. It’s no coincidence that The Iron Horse, a redeveloped century-old warehouse, is only a couple of blocks south of the new Harley-Davidson Museum, close to downtown.
The interiors of the 102-room property were designed by the New York firm of Roman and Williams to cater to business travelers, whether they pull up on a motorcycle or in four-wheeled transportation. Dixon promises patrons not just a room, but a total lodging experience.
"Between the design of the hotel, the décor of the common areas and rooms, and the high level of customer service, The Iron Horse Hotel intends to be Milwaukee’s most sophisticated yet comfortable property," says Dixon.
The hotel will provide special amenities for the biking enthusiast, including secure, covered motorcycle parking, rag bins and check-in carts, on-site bike wash, saddle bag lunches, ride routes and maps of bike-friendly hot spots, and rooms with custom hooks for heavy leathers, helmet storage, and boot benches.
Dixon says the hotel also incorporates amenities designed for female guests, such as a comfortable solo dining experience at the restaurant counter, spa services, a fitness room, and ample guest room bathroom lighting and counter space.
It may be Dixon’s first hotel development, but in a highly competitive industry, he’s putting some high-octane horsepower into The Iron Horse. "Great hotels are what you get when you mix a phenomenal party with an exceptional property."

For more information on The Iron Horse Hotel, visit www.theironhorsehotel.com .