Burton Snowboards tabs Denny Bruce, who once was a regional brand manager, to be its CEO
BURLINGTON, Vt. (AP) — Burton Snowboards tapped into its past Tuesday, naming one-time regional brand manager Denny Bruce to take over as CEO as the company approaches its 50th anniversary. Bruce…
Snowboarding giant Burton Snowboards has elevated Denny Bruce to the role of CEO, tapping into the brand's rich history and past success. Bruce, a former regional brand manager, will lead the company as it prepares to celebrate its 50th anniversary. Prior to his current position, Bruce served as the Mid-Atlantic Brand Manager for Burton Snowboards from 2003 to 2005.
He then embarked on a career that included leadership roles at Vans, Skullcandy, Traeger, and Dickies. Bruce's appointment comes after the interim leadership of Donna Carpenter, whose husband, Jake Burton Carpenter, founded the company in 1977. Carpenter led the company through its early years, crafting snowboards in a workshop in his barn in Vermont.
Burton Snowboards remains privately owned to this day. Donna Carpenter expressed her confidence in Bruce, stating, "Denny doesn’t need to be taught what Burton means or why snowboarding matters."
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