Burton Snowboards Appoints Denny Bruce as New CEO
Burton Snowboards has appointed Denny Bruce as its new chief executive officer, effective September 21. Bruce succeeds Donna Carpenter, who served as interim CEO since John Lacy's departure in June and will continue to serve as chairman of the board. The appointment marks a return for Bruce, who previously worked at Burton from 2003 to 2005 before taking on leadership roles at Vans, Skullcandy, Traeger, Dickies (under VF Corp), and Gozney. Bruce's experience in both direct-to-consumer and wholesale markets is seen as a key asset for Burton. The company aims to leverage his background to develop a marketplace strategy that supports growth while preserving its snowboarding heritage. As the brand approaches its 50th anniversary, it remains family-owned with deep roots in Vermont. Donna Carpenter emphasized Bruce's unique blend of insider knowledge and external perspective as critical to leading Burton into its next phase. Bruce expressed enthusiasm about returning to his snowboarding roots and working alongside Carpenter to mentor future leaders.
