Burton Gets Dual Leadership: John Lacy Becomes Co-CEO

John Lacy has been part of Burton Snowboards since 1997, and President since 2015. "In the three years John has served as President, he has shaped our business, brand and culture," says Burton co-owner Donna Carpenter.

In the future, Lacy will focus more on the daily business in the US, while Burton owners Donna and Jake Burton Carpenter will concentrate on the European market. "With John proving to be a strong leader at Burton in all respects, I am able to focus more on areas where I can contribute most," says Donna Carpenter.

The Co-CEOs continue to work closely together, but have defined individual priorities and allocated tasks accordingly. Donna Carpenter focuses on the female target group, customer knowledge, purpose-oriented marketing and initiatives in the fields of sport, the sports industry and the environment. Since the Burton founders will spend this winter in Europe, Donna Carpenter also wants to invest a lot of time gaining insight into the European Burton markets.

As Co-CEO, Lacy will define and implement the corporate strategy, together with the management team. He is also taking care of the daily business – including product management, marketing, manufacturing, finance and international operations.

Last year, Burton saw financial successes. Lacy worked closely with Carpenter to put the company on track. Both of them are therefore convinced of the success of a leadership duo.

"Sharing the positon of CEO with Donna is a huge honour", Lacy says. "As the co-leader of the company she and Jake founded, my primary goal is to respect the heritage, sport and brand they have created over the past 40 years, by keeping Burton on course for success for the next 40 years - and beyond."