Allen Gerrard
About Allen Gerrard
Allen Gerrard serves as General Counsel & Board Secretary of LiveWire Group, Inc. He is 52 years old (as of Feb. 21, 2025). He joined LiveWire from Harley-Davidson (H‑D), where he was Assistant General Counsel, Products & Strategy, and Assistant Secretary since 2017; prior legal roles include PepsiCo, GE Healthcare, and Fiserv. He holds a J.D. from Pace University’s Elizabeth Haub School of Law and a B.A. in Political Science from the University of Colorado Boulder . Company context during his tenure: FY2024 consolidated revenue declined while losses narrowed; management publicly targeted a 40%+ cash-burn reduction in 2025 versus 2024 .
Company performance context (FY basis)
| Metric | FY 2023 | FY 2024 |
|---|---|---|
| Consolidated Revenue ($m) | 38.0 | 26.6 |
| Operating Loss ($m) | (116.0) | (110.4) |
| Net Loss ($m) | (109.6) | (93.9) |
Q4 performance (illustrative)
| Metric | Q4 2023 | Q4 2024 |
|---|---|---|
| Consolidated Revenue ($m) | 15.1 | 10.8 |
| Operating Loss ($m) | (33.8) | (25.2) |
| Net Loss ($m) | (33.1) | (22.8) |
2025 guidance and priorities (company-level): Operating loss of $70–$80m; management aims to reduce 2025 cash burn by 40%+ vs. 2024 .
Past Roles
| Organization | Role | Years | Strategic impact |
|---|---|---|---|
| Harley-Davidson, Inc. | Assistant General Counsel, Products & Strategy; Assistant Secretary | Since 2017 (prior to LiveWire) | Senior legal leadership supporting H‑D leadership team |
| PepsiCo, Inc.; GE Healthcare; Fiserv, Inc. | Legal roles (various) | n/d | Corporate legal experience across consumer, healthcare, and fintech sectors |
External Roles
No public company directorships or external board roles disclosed for Allen Gerrard in LiveWire filings reviewed .
Fixed Compensation
LiveWire is an “emerging growth company” (EGC) and uses reduced executive compensation disclosure; named executive officers (NEOs) are disclosed, but compensation for other executive officers (including General Counsel) is not individually reported in the proxy. As such, Allen Gerrard’s base salary, target bonus, and other fixed-pay elements are not disclosed in the 2024–2025 proxies .
Performance Compensation
While Allen Gerrard’s individual incentive plan metrics and outcomes are not disclosed, the company’s incentive structure for NEOs in 2024 was as follows (context for senior management pay-for-performance):
| Metric | Weighting | Target | Actual | Payout | Vesting |
|---|---|---|---|---|---|
| LiveWire unit sales (NEOs except Ragland) | 50% | Not disclosed | Not disclosed | CEO paid $600,000; CFO paid $288,750 under STIP (reflects overall plan outcome) | N/A |
| LiveWire cash burn (NEOs except Ragland) | 50% | Not disclosed | Not disclosed | See above | N/A |
| RSUs (annual LTI for NEOs) | — | Granted Feb. 19, 2024 | — | — | 1/3 per year over 3 years (time-vested) |
Notes:
- 2024 STIP for NEOs (except one business-line leader) used LiveWire unit sales and cash burn, equally weighted; no discretionary adjustments were applied in 2024 .
- RSUs granted to NEOs on Feb. 19, 2024 vest in three equal annual installments .
- This table provides company-level incentive design and outcomes; Allen Gerrard’s individual participation/metrics were not disclosed.
Equity Ownership & Alignment
- Insider equity events: A Form 4 filed Feb. 21, 2025 reports an RSU award to “Gerrard Allen” at LVWR; the filing indicates the transaction was a grant of restricted stock units. The number of units and vesting detail should be confirmed in the Form 4 exhibit (linked) .
- Hedging/pledging: Company policy prohibits short sales, hedging transactions, and pledging/margin arrangements for all directors, officers, and employees (strong alignment safeguard) .
- Clawback: Company-wide clawback policy applies to covered officers (VP-level and above) in the event of an accounting restatement due to material non-compliance with financial reporting requirements .
- Beneficial ownership: The proxy discloses directors and NEOs; Allen Gerrard (non-NEO officer) is not itemized; no shares pledged by executive officers/directors to the company’s knowledge .
Employment Terms
- Individual employment agreement, severance, and change-of-control (CoC) terms for Allen Gerrard are not disclosed in the proxies. The Executive Severance Plan terms are disclosed for NEOs (CEO/President: 12 months’ base salary + benefits; other NEOs: 6 months), but coverage for non-NEO officers is not specified and should not be presumed .
- Anti-hedging/anti-pledging and clawback policies apply to officers broadly, as noted above .
Investment Implications
- Pay-for-performance transparency: As an EGC, LiveWire does not disclose compensation for non-NEO executive officers; this limits visibility into the GC’s pay mix and performance linkage. However, company-wide policies (no hedging/pledging; clawback) strengthen alignment and risk control across senior leadership .
- Retention and selling pressure: The Feb. 21, 2025 Form 4 RSU grant to Allen Gerrard supports retention incentives and defers monetization; anti-pledging policy meaningfully reduces forced-selling risk from margin collateral needs .
- Execution risk backdrop: Company results improved on losses (net loss down ~14% YoY) despite lower revenue; 2025 operating-loss guidance ($70–$80m) reflects continued cash-burn management focus. Macroe and EV motorcycle adoption dynamics remain key exogenous risks .
- Governance/continuity: 2025 featured leadership changes (CFO resignation in June; director resignations; expected Board chair transition), with multiple 8‑Ks signed by Gerrard as Secretary—highlighting the importance of the legal function in transition. Organizational change elevates execution and continuity risk in the near term .
Sources and Notes
- Executive bio, age and officer roster: LiveWire 2024 Form 10‑K (filed Feb. 21, 2025) .
- Proxy (DEF 14A) governance and policies (anti‑hedging/pledging, clawback), ownership table, and executive compensation overview: 2025 DEF 14A (filed Apr. 3, 2025) ; 2024 DEF 14A (Apr. 5, 2024) .
- Insider transaction (Form 4): Feb. 21, 2025 RSU grant to “Gerrard Allen” for LVWR—SEC/hosting mirrors .
- Company performance and guidance: LiveWire 8‑K/press release (Feb. 5, 2025) .
- 2025 leadership changes: LiveWire 8‑Ks (CFO resignation; director changes; expected chair transition) and SEC EDGAR copies .
Appendix: Company STIP and LTI Design (Context)
- 2024 STIP for NEOs: LiveWire unit sales (50%) + LiveWire cash burn (50%); no discretionary adjustments used; CEO and CFO payouts disclosed (see Performance Compensation) .
- 2024 LTI for NEOs: Time‑vested RSUs, 1/3 vesting annually over three years (granted Feb. 19, 2024) .
(Where items are “not disclosed,” they were not found in the latest DEF 14A, 10‑K, or 8‑K filings reviewed.)