Burton is parting ways with its chief executive officer.
John Lacy, a 29-year veteran of the Vermont-based snowboarding brand, will be exiting the company. Donna Carpenter, wife of founder Jake Burton Carpenter, will step in as interim CEO until a successor is named. Jake Burton Carpenter died in November 2019 at the age of 65 due to complications from recurring testicular cancer.
A Burton spokesperson confirmed Lacy’s planned departure, saying: “John and Donna have come to a mutual decision that it is time for John to pursue his next chapter beyond his role as CEO. He will remain with Burton through the end of June to support a smooth transition.”
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The news was first reported by Shop Eat Surf Outdoor. The Burton spokesperson declined to comment further on the reasons for Lacy’s departure and how the company is performing today.
Lacy and Donna Carpenter had shared the CEO post since 2018. Lacy was elevated to solo CEO in February 2020 and Donna Carpenter became chairman of the board. His future plans are unknown.
Lacy had served as president for three years before taking over the co-CEO position. Lacy started his career at Burton in 1997 working the phones in rider service. After that, he held positions in almost every facet of the company, from customer service, product development and sales to executive roles overseeing the product departments. In 2016, when he was promoted from chief product officer to president, he navigated Burton through a volatile retail landscape by increasing the company’s focus on direct-to-consumer opportunities.
As a private, family-owned company, its sales and recent performance are kept close to the vest. In 2023, the company’s annual sales were expected to exceed $352 million. It is estimated to account for nearly half the market share in the snowboard industry.
A company spokesperson said Lacy’s departure was “a planned leadership transition, not a response to business performance, made thoughtfully as Burton looks ahead to its next phase of growth. The company’s strategy, direction and priorities remain unchanged.”
Jake Burton Carpenter founded Burton Snowboards in 1977 out of his Vermont barn and today it manufactures snowboards, boots, bindings, outerwear and layering pieces as well as year-round apparel, packs/bags and accessories.
