New CEO for Burton Snowboard

11th September 2026

Denny Bruce has been appointed and takes up the position from September 21^st.

The company said the move marks an important moment for Burton as it approaches its 50th anniversary.

He succeeds Burton’s owner Donna Carpenter, who has served as interim CEO since June 2026 and will continue as chairman of the Board of Directors.

He worked at Burton more than 20 years ago when he was  the company’s Mid-Atlantic brand manager from 2003 to 2005.

“Burton is the steward of a sport so many of us have fallen in love with – a community born from people who chose to stand sideways and see fresh snowfall as a blank canvas, said Denny Bruce.

“There’s a deep bench here, and I’m looking forward to bringing what I’ve learned over the past two decades to help carry Burton into its next 50 years and to be an advocate for the community that has been foundational to everything I’ve done in my career.

“To come back to the company where my snowboarding career began, and to work alongside Donna mentoring the next generation, is incredibly meaningful to me.”

Denny Bruce. Image c/o Burton

Bruce’s track record spans wholesale, DTC, and global distribution and taking brands with real cultural credibility and building the commercial engine to match.

His mandate at Burton is to reportedly is to build the commercial architecture, marketplace strategy, and brand platform to carry the company through its next generation of growth, while protecting the core rider relationship that made Burton what it is.

“When we started this search, I knew we needed someone pretty unusual, someone who could lead and grow a global business, but who also deeply understood our culture, our values, our sport and why protecting the heart and soul of this company matters so much,” said Donna Carpenter.

“Denny doesn’t need to be taught what Burton means or why snowboarding matters. It’s already part of who he is.

“He loves what Burton is, believes in what we can become, and has the experience to get us there.

“He respects what it means to be rider-driven, and he understands that being family-owned is one of our greatest strengths.

It’s hard to imagine a better next chapter.”

The company said Burton will remain rider-driven at its core under Bruce’s leadership, and will continue listening to the community that built it, and stay focused on creating industry-leading products and experiences, expanding participation in snowboarding, and building both Burton and Anon for the ride ahead.

Image c/o Burton