John Lacy guided Burton through the death of its founder and the pandemic years. After nearly three decades, he is leaving the Vermont-based brand in June, with Donna Carpenter returning as interim CEO.
After a 29-year career that saw him rise from the customer service lines to the executive suite, John Lacy is stepping down as CEO of Burton Snowboards. The news, first reported by Shop Eat Surf Outdoor (SESO) on April 7, marks a significant turning point for the Vermont-based industry leader.
Lacy will remain on board through June 2026 to oversee the transition. During the search for a permanent replacement, Donna Carpenter, the brand’s owner and widow of founder Jake Burton Carpenter, will return to helm the company as interim CEO.
A Three-Decade Legacy
Lacy’s tenure is defined by his deep-rooted history with the brand. His journey began in 1997 in a rider service role—literally answering the phones for the community he would eventually lead.
- 2015: Appointed President of Burton.
- 2018: Named Co-CEO alongside Donna Carpenter.
- 2020: Assumed sole leadership, just as the brand faced the dual challenges of mourning its founder and navigating a global pandemic.
As CEO, Lacy was credited with modernising Burton for a digital-first era. His strategy focused on Global Expansion: expanding Burton’s presence in China and securing a foothold in a vital growth market as North American winters become increasingly unpredictable. Because Burton remains a privately held, family-owned entity, it is shielded from the immediate pressures of public shareholders. This gives the Carpenter family the freedom to be selective with their next hire. A successor has not yet been named.
