Donna Carpenter: The Driving Force Behind Burton Snowboards

Donna Carpenter – you may not know her name but chances are you're aware of what she does. She is the owner, chairwoman, and former CEO of the snowboard company Burton, which she built with her late husband, Jake Burton Carpenter. The company was founded by Jake in 1977, driven by his vision to transform a relatively unknown hobby into a mainstream sport. With Donna's dedicated support, the dream became a reality. Their story began on New Year’s Eve in 1981 when they met at a bar called the Mill in Londonderry, Vermont, while Donna was a college student at Barnard College.

Originally from New York City, Donna saw herself as sophisticated in the way many teenagers do. When she first met Jake, he introduced himself saying, "My name is Jake and I make snowboards." At that moment, she didn’t foresee a bright future in snowboarding, but she did find him charming. This led her to travel from New York to Manchester, Vermont, where Jake was busy creating prototypes of snowboards. Their early dates included dipping boards in polyurethane and hanging them to dry in the barn, much to the dismay of their neighbors who complained about the smell. Their dining room served as the store while the basement was used for packing boards for shipping.

Donna and Jake married in 1983 and discussed moving to Europe to tap into the latest ski technology trends. However, financial constraints held them back until Donna's parents generously funded their trip. In Europe, Jake cold-called numerous ski manufacturers in Switzerland and Austria, eager to learn about snowboard manufacturing. Most said no, until one night he reached a small factory in Austria named Keil, who agreed to help after waking a translator for assistance. This marked the beginning of their journey in Europe, where they spent four years and expanded Burton into a global brand.

Burton's Growth and Challenges

Returning to the U.S. in 1988, Donna and Jake welcomed three sons, all of whom share their passion for snowboarding. Donna played a crucial role in establishing Burton's European distribution channels and became the company's CFO in 1989. She took over as CEO in 2016 and led until early 2020 when John Lacy was appointed. Tragically, Jake Burton Carpenter passed away in November 2019 after battling cancer. Following his death, Donna took on the challenge of restructuring Burton, focusing on promoting and hiring more women within the company and striving to restore its former glory.

In addition to her business acumen, Donna is a significant force within her community. During the coronavirus pandemic, she responded to local hospitals' needs for PPE by purchasing 500,000 N95 face masks from her suppliers in China. These masks were donated to several medical centers, including the University of Vermont Medical Center and hospitals in New York City and Boston. This act of kindness was inspired by the healthcare workers who cared for her husband during his illness. Through Burton, she continues to contribute to personal protection efforts during these challenging times.

Burton's Legacy and Impact

Burton remains a privately held company, owned solely by Donna Carpenter, with its headquarters in Burlington, Vermont. The company has expanded its reach with offices in countries such as Austria, Japan, Canada, Australia, and China, boasting over 1,000 employees and a remarkable 32% share of the global snowboarding market. Donna’s leadership has not only shaped Burton but has also left a lasting impact on the snowboarding industry.

Currently residing in Stowe, Vermont, Donna Carpenter, along with her late husband, has made history by becoming the first individuals from the snowboarding community to be inducted into the U.S. National Ski and Snowboard Hall of Fame. Their contributions to the sport and the community continue to inspire future generations of snowboarders.

Key Takeaways

From humble beginnings to a global brand, the story of Donna Carpenter and Burton Snowboards exemplifies resilience, innovation, and community spirit. Her journey is not just about business success; it's about making a positive impact on the snowboarding world and beyond.