Burton co-founder: The 'unf---able truths' that powered the global snowboarding brand 50 years
Donna Carpenter is the co-founder and former CEO of Burton, the winter sports giant that'll celebrate five decades in business in 2027.
TL;DR
- Burton Snowboards is set to celebrate its 50th anniversary in 2027, having navigated numerous survival challenges.
- Donna Carpenter, co-founder and former CEO, stresses that brands should not chase cultural relevance, but rather create opportunities for 'collisions' between riders, designers, and culture.
- The company's longevity is attributed to its 'unf---able truths' – core values that remain constant, while other aspects adapt.
- Profitability has allowed Burton to remain private and family-owned, reinvesting in growth without external investors.
- A significant focus has been placed on inclusivity, leading to increased female leadership and supportive policies for employees.
- Sustainability is a key consideration, with a commitment to using bluesign-approved materials, even if it affects profit margins.
- The company culture is characterized by resilience and learning from mistakes, similar to progressing in snowboarding.
- Carpenter recounts a critical moment in 1989 during the savings and loan crisis when the company faced severe financial difficulties, but employees remained loyal.
- The selection of a new CEO, Denny Bruce, prioritized a blend of brand understanding, operational rigor, and leadership that preserves the company's culture.
- Key leadership qualities valued are humility, empathy, and a deep commitment to the brand's core identity.