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Good Life Project

Donna Carpenter | Building Burton: A Love Story

Good Life Project

Jonathan Fields / Acast

Education, Wellness, Self-improvement, Midlife, Health & Fitness, Intentional Living, Personal Growth, Living Well, How To

4.53.4K Ratings

🗓️ 24 August 2020

⏱️ 67 minutes

🧾️ Download transcript

Summary

Donna Carpenter met Burton founder, Jake Burton Carpenter in a Southern Vermont bar on New Year’s Eve 1981. Within a year they married and became partners in business and life, working side-by-side dipping snowboards in polyurethane and answering the customer service line that rang in the bedroom. Donna quickly became a driving force, working with Jake to build Burton into the world’s leading snowboard company and also making Burton a brand of choice and employer of choice for women. In 2010, Donna stepped up to the role of President and eventually became Burton’s first female CEO.

Over the last decade, Jake began to experience a series of health challenges, and in November 2019, he lost his life to a recurrence of cancer. His last words to Donna, as she shares later in our conversation, speaks so much to the way they live their lives, the relationship they had, the community they built, and the lives they created together. Earlier this year, Donna stepped out of the role of CEO to become Chair of the Burton Board of Directors, focus on advocating for the sport of snowboarding, being a strong climate activist, speaking up on behalf of sustainability efforts as well as advocating for more diversity on the mountain, in business, and in boardrooms.


You can find Donna Carpenter at:

Website : https://www.burton.com/us/en/home

Instagram : https://www.instagram.com/donnacarpenter/

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Transcript

Click on a timestamp to play from that location

0:00.0

If you have ever heard of the Winter Sports brand, Burton, then you know Donna Carpenter's

0:12.1

work.

0:13.1

Wandering into a Southern Vermont bar on a ski break when she was 19, she met a guy, Jake

0:19.4

Burton Carpenter, just months after Jake had launched Burton Snowboards out of this tiny

0:25.2

workshop.

0:26.2

And within a year they'd fallen in love, gotten married, and joined forces to build

0:30.8

Burton into what became a global brand that would forever redefine Winter Sports and

0:37.0

really establish a radically inclusive counterculture for millions around the world.

0:43.2

What started as days dipping snowboards in polyurethane and answering customer service lines

0:49.5

that rang in the bedroom rapidly expanded as Jake Donna and this kind of rag-tag family

0:55.0

of adventurers literally put snowboarding on the map.

0:58.9

In the mid 1980s, she expanded Burton's business to Europe and ran the company's first

1:03.5

international office in Innsbruck, Austria.

1:06.7

But in 2013, moving forward, really realizing how important it was to reclaim Burton's

1:12.7

ethos of individuality and equality, she and Jake set out to reimagine Burton's offerings

1:18.1

and culture.

1:19.5

Building it into a brand of choice and an employer of choice for women.

1:24.0

Under Donna's leadership, Burton embraced progressive parent policies, mentoring programs,

1:29.6

and a diverse leadership team, and in 2010, she stepped into the role of president.

1:34.4

Then 2016 went on to become Burton's CEO, before just recently passing the baton and

1:40.2

becoming the chair of the Burton Board of Directors, a position formally held by Jake, who

1:46.1

very tragically passed away in November of 2019 from complications due to recurring

...

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