Burton Snowboards, commonly referred to as Burton, is an American manufacturer of snowboards and outdoor equipment established in 1977 by Jake Burton Carpenter in Vermont. The company is widely recognized as one of the most influential brands in snowboarding history, having played a pivotal role in transforming the activity from a niche backyard pastime into a globally recognized sport and lifestyle.[1]

Burton remains a privately held company owned by Donna Carpenter, Jake Burton’s wife and longtime business partner. Its headquarters are located in Burlington, Vermont, with international offices in Austria, Japan, Australia, Canada, and China.[2]

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The history of Burton begins with Jake Burton Carpenter, a New York native who developed a strong interest in the Snurfer, an early snow-riding toy invented by Sherman Poppen. In the mid-1970s, while working a corporate job in New York, Carpenter chose to leave that career path and moved to Londonderry, Vermont. There, he began experimenting with boards designed to be ridden sideways on snow.

In 1977, he officially founded Burton Snowboards. His initial workshop was essentially a Vermont barn where prototypes were constructed largely by hand. Historical archives describe this era as the start of a decades-long effort to legitimize snowboarding as a sport.[1]

One of the earliest production models was the Backhill, introduced in 1978. These early boards featured innovations such as bindings and metal edges, providing riders with significantly more control than many primitive boards of the time.[2]

Market Creation

During Burton’s formative years, snowboarding was not yet a mainstream winter sport. Many ski resorts prohibited snowboarders from using their slopes and lifts. Consequently, Burton’s role extended beyond manufacturing; Jake Burton and his team actively promoted the sport, organized demonstrations and competitions, and lobbied ski resorts to grant snowboarders access to mountain terrain.

This approach distinguished Burton from typical sports brands, as its early business strategy involved creating the very market its products would eventually serve.[1]

Jake Burton Carpenter is intrinsic to the brand’s identity. His product development philosophy was deeply rooted in his personal passion for riding. His methodology, known internally as “The Process,” followed a specific cycle: listen to riders, identify a problem, develop a solution, test it on snow, and refine it based on feedback.[1]

Over time, his ambition evolved from simply manufacturing superior equipment to promoting a broader philosophy of progression and enjoyment. Although he passed away in 2019, his influence remains central to the company’s culture and direction.[2]

Donna Carpenter is equally significant to the company’s history. After meeting Jake in Vermont around 1980 and marrying him in 1983, she became deeply involved in operations. Her early responsibilities spanned customer service, production, and international expansion. Notably, she played a key role in establishing Burton’s European business in the mid-1980s, including the office in Innsbruck, Austria.[1]

Today, Donna Carpenter serves as the owner and chair of Burton’s board, maintaining the company’s private ownership status.[2] This partnership was fundamental to Burton’s success: Jake focused on product obsession and snowboarding culture, while Donna was instrumental in building the organizational infrastructure and international presence.

A critical contribution of Burton was helping make snowboarding acceptable at ski resorts. During the late 1970s and 1980s, snowboarders often faced discrimination compared to skiers. Burton collaborated with resorts to demonstrate that snowboarders could safely utilize mountain infrastructure. As more resorts opened their lifts, the potential market expanded dramatically, allowing Burton to grow alongside the sport itself.[1]

This advocacy is why Burton is frequently discussed within the context of general snowboarding history rather than solely as a manufacturer.

The 1980s

Burton expanded rapidly during the 1980s, establishing manufacturing relationships in Europe and opening a European office in 1985.[1] The decade also marked significant product diversification beyond snowboards, including:

• Snowboard boots
• Bindings
• Outerwear
• Gloves and accessories

In 1983, the company began developing dedicated snowboard footwear to address the limitations of using ordinary shoes for riding.[2] By the end of the decade, Burton had established itself as a defining name in the industry.

The 1990s

The 1990s saw Burton evolve into a global action-sports brand. The company relocated its factory and headquarters to Burlington, Vermont, in 1992.[1] During this period, relationships with elite professional riders became a competitive advantage. These athletes served as product testers, designers, consultants, and cultural ambassadors. Rather than designing exclusively in-house, Burton emphasized rider-led development, ensuring equipment met real-world demands.[2]

The professional team is a core component of Burton’s cultural identity. Over the decades, the company has partnered with influential riders such as Craig Kelly, Dave Downing, and Victoria Jealouse. Craig Kelly, in particular, became a legendary figure whose input heavily influenced technical development. This relationship between athletes and engineers helped establish an industry-standard model where athletes directly influence product design.[2]

Burton [ak]

[ak] is Burton’s premium technical outerwear line. Named after Alaska, the collection reflects its origins in high-altitude and big-mountain riding. In the mid-1990s, riders like Craig Kelly and Dave Downing required gear capable of performing in extreme Alaskan conditions. The first [ak] product, the Tri-Lite [ak] Convertible Jacket, appeared in the 1997 catalog, and the line became a standalone collection in 2000.[2]

Today, [ak] represents the highest tier of Burton’s technical apparel, prioritizing waterproofing, breathability, durability, mobility, lightweight construction, and backcountry performance over mainstream styling.

Step On®

Step On® is a boot-and-binding system designed to eliminate the need for sitting down to manually tighten straps. Development of the modern system began in the 2010s after Jake Burton challenged engineers to make snowboarding more accessible. Through extensive testing and iteration based on rider feedback, Step On has become one of Burton’s most recognizable modern technologies, embodying the company’s philosophy of identifying inconveniences and redesigning systems to solve them.[2]

While fundamentally a snowboard company, Burton offers a comprehensive ecosystem of gear:

• Snowboards: Models covering freeride, all-mountain, freestyle, park, powder, beginner/intermediate, women’s, and youth categories.
• Bindings: Traditional strap bindings and the Step On ecosystem.
• Snowboard Boots: Ranging from soft, beginner-friendly options to stiff boots for technical freeriding.
• Outerwear: Jackets, pants, bibs, technical shells, insulated layers, and gloves. The [ak] line sits at the premium end of this category.
• Apparel: Lifestyle clothing inspired by snowboard culture.
• Bags and Accessories: Backpacks, luggage, board bags, helmets, goggles, and other outdoor gear.[2]

Burton occupies two distinct but overlapping spaces:

1. Technical Snowboarding: Defined by high-performance hardware, [ak] outerwear, Step On technology, professional athletes, and backcountry riding.
2. Snowboard Culture: Associated with streetwear, music, skateboarding, video production, youth culture, travel, and mountain lifestyle.

This duality allows Burton to function as both a technical equipment manufacturer and a cultural icon. Visually and philosophically, the brand combines technical innovation with youthful freedom, making the snowboard the central symbol of its entire identity.[2]

Sustainability is integral to Burton’s corporate structure. The company became a Certified B Corporation in 2019, meeting verified standards for social and environmental performance, accountability, and transparency.[3] Burton’s sustainability efforts focus on:

• Environmental stewardship
• Responsible business practices
• Human rights and fair labor
• Community impact
• Access to outdoor recreation

The company explicitly links environmental health to the future of snowboarding, recognizing that the sport depends on stable winter ecosystems.[2]

Unlike many major outdoor brands, Burton remains privately held. This structure helps maintain alignment with the Carpenter family’s original vision. Current corporate details include:

• Owner: Donna Carpenter
• Headquarters: Burlington, Vermont
• International Presence: Austria, Japan, Australia, Canada, China, and other markets[2]

Burton’s operational philosophy is defined by several core tenets:

• Rider-Driven: Prioritizing feedback from actual snowboarders over conventional market research.
• Innovation: Solving practical problems through design, from early bindings to Step On.
• Progression: Advancing the sport technically and culturally.
• Community: Treating snowboarding as a culture rather than just a consumer category.
• Fun: Maintaining Jake Burton’s emphasis on enjoying the sport despite technical ambitions.[2]

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Burton’s primary legacy is not merely its status as a leading manufacturer, but its role in shaping snowboarding into what it is today. From its origins in a Vermont barn in 1977, the company helped develop essential equipment, support professional riders, secure resort access, promote competitions, establish international markets, and build a global culture.[1] This comprehensive influence positions Burton as an institution within the sport rather than simply an apparel or equipment vendor.

1. History – Burton Brand Site
2. About Burton Snowboards | Founder, Owner, Jobs, & Purpose
3. The Burton Corporation – Certified B Corporation – B Lab