Burton Snowboards CEO John Lacy to Step Down After Nearly Three Decades

John Lacy, who climbed from an entry-level customer service position to the chief executive's office during a nearly 29-year career at Burton Snowboards, will leave the company in June, SESO has confirmed.

Donna Carpenter, the wife and business partner of the late founder Jake Burton Carpenter, will step in as interim CEO of the world's largest snowboard company as Burton begins its search for new leadership.

Lacy’s career at Burton is often cited as the gold standard for corporate loyalty and internal growth. Joining the company in the mid-90s, Lacy didn't start in a corner office—he started by answering phones and troubleshooting gear for customers.

Over the next three decades, he climbed every rung of the ladder, eventually taking the helm and navigating the brand through some of its most transformative (and challenging) years. According to a company spokesperson, the decision for Lacy to move on was "mutual," as he looks toward his next professional chapter.

"John’s journey is the DNA of this company. He went from hearing what riders wanted on the phone to defining what they rode on the mountain."

"After nearly 29 years with Burton, 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," a company spokesperson said in an email to SESO. "He will remain with Burton through the end of June to support a smooth transition. No replacement has been named at this time."

Lacy's departure marks a significant leadership transition for the independently owned company, which has been controlled by the Carpenter family since its founding. His rise through the ranks — from answering customer phone calls to running the entire operation — embodied the company's culture of promoting from within and rewarding loyalty.

The CEO change comes at a pivotal moment for the snowboard industry, which has faced headwinds from inconsistent snowfall, shifting consumer preferences, and competition from other winter sports. Burton has worked to diversify beyond traditional snowboarding equipment in recent years, expanding into apparel, accessories, and experiences.

Donna Carpenter has been a central figure at Burton throughout its history, working alongside her husband to build the company from a Vermont basement operation into a global brand. After Jake Burton Carpenter's death from cancer in 2019, she became board chair and has remained deeply involved in the company's strategic direction.

The company did not provide details on the timeline for selecting a permanent CEO or whether it would consider external candidates. Lacy will continue in his role through the end of June to ensure continuity during the transition period.

Burton Snowboards was founded in 1977 by Jake Burton Carpenter, who is widely credited with transforming snowboarding from a backyard hobby into an Olympic sport and global industry. The company remains headquartered in Burlington, Vermont, and continues to be family-owned, a rarity among major outdoor sports brands.

Lacy’s departure marks the end of a specific chapter of stability, but with Donna Carpenter at the helm during the search, the message to the industry is clear: the Carpenter family isn't going anywhere.

Further details about Lacy's future plans were not immediately available.