Jake Burton

HUMBLE BEGINNINGS

Today, snowboarding is a mainstream pastime—a long way from the sport’s humble, Snurfer beginnings in 1965 when Sherm Poppens jury-rigged two skis together so his daughters could surf down the snowy sand dunes behind their cottage in Muskegon, Michigan.

It was a few years later in the winter of 1968 when a 14-year old boy from New York bought a Snurfer for $10. He had recently been expelled from boarding school and was disappointed he didn’t receive the surfboard he begged to get for Christmas. That boy’s name was Jake Burton Carpenter. The thrill of Snurfing, combined with the sport’s seemingly underground characteristics, attracted a young Carpenter’s rebellious nature and he spent hours at the nearby sledding hills on Long Island. He was hooked. 

BORN OUT OF ORIGINALITY AND DETERMINATION

Ten years later, after walking away from an investment banking job in Manhattan and with a small amount of money he had inherited after his mother’s death, Carpenter moved to Londonderry, VT. He was committed to making Snurfing a full-fledged sport. By night, Carpenter worked as a bartender at a local restaurant. By day, tinkered away with various woods, plastics, and other materials; sawing and gluing makeshift snowboard prototypes that he’d then test on the slope behind his house. 

In 1977, Carpenter began selling his first models out of his station wagon and Burton Snowboards was born—named in honor of his grandmother, whose surname was Burton.  

THE BUILDING OF A BRAND

Ski-resorts weren’t exactly thrilled with the rising interest in this new, seemingly renegade sport. It became characteristic of young rebellious kids flying down slopes, rutting-up the ski runs, void of any and all civility. Soon, ski resorts started banning snowboarders. Little did Carpenter know at the time, this “outcast” image would fuel a movement that would then propel snowboarding into the mainstream. 

Carpenter started lobbying to ski resorts, giving away snowboards to ski instructors, and sponsoring local snowboarding competitions on designated ski runs—he had to sell the sport before ever selling the brand. The first Burton ads didn’t even mention the Burton name.

Through the early 80’s, sales slowly but surely inched their way up. In 1984, they reached $1 million and the sport had made its way to the West coast. As Burton grew, it was Jake’s commitment to quality and ingenuity—combining metal edges and other ski technology with his board designs—that set Burton apart from the competition and gave the brand the reputation as the best in the industry. An image that remains to this day. 

GENUINE AND REAL

Despite Burton’s incredible growth and size, it remains a privately held company and Carpenter always tried to stay close to his small-company roots. As a certified “B” corporation, it would seem they’re also a steward of the very mountains they hold so close to their hearts. 

The small-company qualities and personality of the brand can still be felt at Burton’s headquarters. For example, if snow powders to 24 inches, the plant declares a “snow day.” The company still hires primarily snowboard participants and even buys each employee a season lift ticket to a local resort. Dress is of course, very informal. Jake had no desk in his office; only couches, coffee tables, and the many products he was inspecting and testing.

In essence, Burton is the definition of an authentic brand—it was born out of a genuine passion and the brand has stayed true to their roots to this day. Jake Burton Carpenter did not just create a brand with groundbreaking products. He created a movement— dedicating his life to supporting snowboarding and making it into a world-class sport.

1. Sandomir, R. 2019. “Sherm Poppen, a Dad Who Fathered the Snowboard”. The New York Times. URL: https://www.nytimes.com/2019/08/09/sports/sherm-poppen-dead.html

2. Carpenter, J. 2019. “Remembering Jake Burton”. The Burton Blog. URL: https://www.burton.com/blogs/the-burton-blog/remembering-jake-burton-carpenter/

3. Heine, R. 2006. “Burton snowboards: Origins and spectacular growth”. Journal of Case Research in Business and Economics.

4. Langer, E. 2019. “Jake Burton Carpenter, who outfitted snowboarders and championed their sport, dies at 65”. The Washington Post. URL: https://www.washingtonpost.com/local/obituaries/jake-burton-carpenter-who-outfitted-snowboarders-and-championed-their-sport-dies-at-65/2019/11/21/461f3544-0c79-11ea-8397-a955cd542d00_story.html

5. Marquardt, K. 2008. “Burton Snowboards is King of the Hill”. U.S. News & World Report. URL: https://money.usnews.com/money/business-economy/small-business/articles/2008/09/19/burton-snowboards-is-king-of-the-hill