Burton Snowboards has named Denny Bruce as its new chief executive officer, with Bruce set to take over Sept. 21. Bruce succeeds Donna Carpenter, Burton’s owner, who has served as interim CEO since June. Carpenter will remain with the company as chairman of the board.
“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. 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.” -Donna Carpenter
The leadership change comes as the Vermont-based snowboard company approaches its 50th anniversary. Bruce will oversee Burton as well as Anon, the company’s helmet and goggle brand.
“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. 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
Bruce first joined Burton more than two decades ago, serving as the company’s Mid-Atlantic brand manager from 2003 to 2005. He later held senior leadership positions at several consumer and outdoor brands, including Vans, Skullcandy and Traeger.
He also served as global brand president of Dickies at VF Corp., where he led efforts to expand and reposition the century-old workwear brand across lifestyle and premium markets. Most recently, Bruce was CEO of Gozney, a company known for its outdoor pizza ovens.
According to Burton, Bruce will focus on expanding the company’s wholesale, direct-to-consumer and global distribution operations while maintaining its connection with snowboarders.
Bruce will relocate to Vermont and be based at Burton’s headquarters in Burlington.
