BURLINGTON, VT (September 8, 2026) — Burton Snowboards, the world's leading snowboard company and a family-owned business since its founding in 1977, today announced the appointment of Denny Bruce as Chief Executive Officer, effective September 21, 2026. The move marks an important moment for the company as it approaches its 50th anniversary and looks to the future of Burton, Anon (the company's helmet and goggle line) and snowboarding. Bruce succeeds Donna Carpenter, Burton's Owner, who has served as interim CEO since June 2026 and will continue as Chairman of the Board.

Bruce’s journey with Burton began more than two decades ago, when he served as the company’s Mid-Atlantic Brand Manager from 2003 to 2005. His return marks a full-circle moment in a career that has since spanned leadership roles across the industry. He went on to build a career scaling global consumer businesses and modernizing heritage brands, holding senior leadership roles at Vans, Skullcandy and Traeger. As Global Brand President of Dickies at VF Corporation, he led the transformation of the 100-year-old heritage brand across core and premium lifestyle channels. Most recently, as CEO of Gozney, he helped transform the company from a Europe-focused DTC business into a global omnichannel brand.

Across those roles, Bruce's track record spans wholesale, DTC, and global distribution, with a consistent through-line: taking brands with real cultural credibility and building the commercial engine to match. His mandate at Burton is to do the same: 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 it 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 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."

"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. 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," said Bruce. "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."

Under Bruce's leadership, Burton will remain rider-driven at its core, 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.

Bruce will relocate to Vermont and be based at Burton's Burlington headquarters.