Denny Bruce has been named the new CEO of Burton Snowboards. Photo: SESO
Burton Snowboards has a new CEO. Following the departure of the company’s former chief earlier this year, a one-time regional brand manager will be taking up the mantle.
In April, Burton CEO John Lacy announced he would be stepping down from the position. Lacy had occupied the role since 2020, following the death of company founder Jake Burton Carpenter. As Burton searched for a replacement, Carpenter’s wife and business partner Donna Carpenter stepped in as interim CEO.
“After nearly 29 years with Burton, John and Donna have come to a mutual decision that it is time for John to pursue his next chapter beyond his role as CEO,” a company spokesperson told Shop Eat Surf Outdoor at the time of the announcement. “He will remain with Burton through the end of June to support a smooth transition. No replacement has been named at this time.”
On Tuesday, Burton announced that they had decided on Lacy’s successor. Denny Bruce will be the company’s CEO effective September 21, 2026. He has a long history with the company, having served as the Burton’s Mid-Atlantic Brand Manager from 2003-05. Since then, he has held leadership roles at Vans, Skullcandy, Traeger and Dickies.
“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,” Carpenter said in a statement. “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.”
