As 2025 comes to a close, SESO reached out to a wide range of industry leaders for their reflections on a topsy turvy 2026, and what they are focused on for 2026.
Today, we hear from Donna Carpenter, the owner of Burton Snowboards, which was founded in 1977 by her late husband, Jake. Donna has been a key partner in the business from nearly the beginning, helping the company remain 100% family owned and privately held, a rarity these days for large companies in the outdoor, snow and surf industries.
What is the most important business lesson you learned in 2025?
Burton Owner Donna Carpenter: My biggest leadership lesson this year is that while data is essential, it can’t replace instinct. As we all become more reliant on data and analytics, I’ve found it even more important to trust my gut instincts that come from decades of listening to riders, working with retailers, and building this brand.
The best decisions I made in 2025 were the ones where I used data as a tool but let intuition be the compass.
What are you worried about for 2026?
Donna Carpenter: For 2026, I’m most worried about the unpredictability of our customers. We’re seeing buying behavior swing faster than any point in my lifetime. People shop differently depending on the weather, the economy, their mood, what AI serves up and what their friends post that day.
Loyalty looks different, demand cycles are shorter and trends shift every day, making it hard for both brands and retailers to know what to create and buy. Listening to the riders and retail partners helps us stay grounded in what really matters. My focus is on staying disciplined, rider-centric, listening to my instincts, and not getting distracted by the noise.
What are you investing in/or optimistic about for 2026?
Donna Carpenter: I’m optimistic about our continued investments in product innovation and up-and-coming new riders. Since Jake founded Burton in 1977, we’ve always invested in making our products better for riders. Our commitment to R&D is unwavering, even when the marketplace is so unpredictable.
Same with our commitment to supporting young, up-and-coming snowboarders from around the world. We are steadfast in our investments to increase diversity and elevate progression on the mountain.
I’m also really excited about Burton celebrating our 50th anniversary in 2026/2027. My whole family has weighed in on how we should mark this huge moment in our history. I think everyone is going to love what we have in store next season. It’s an incredible mix of honoring our heritage while embracing what the next generation of riders want.
Anything else you’d like to add about 2025 or 2026?
Donna Carpenter: We’ve got a few big surprises around the Olympics that we can’t wait to share in the New Year.
Most importantly, as 2025 wraps up, my family and I want to share our gratitude for all the riders, employees and retailers who believe in snowboarding, Burton and the mission of the Chill Foundation.
