# Burton Snowboards: Jake Carpenter (2017)

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2018-12-10
- Length: 46m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2018-12-10-burton-snowboards-jake-carpenter-2017

## Summary

Jake Carpenter, founder of Burton Snowboards, recounts starting the company in 1977 by handcrafting snowboards in his Vermont barn, financing the venture with an inheritance, and personally selling boards to skeptical ski shops. He details the early struggles of gaining resort access, the strategic decision to sponsor pro rider Craig Kelly to build brand credibility, and the choice to remain private despite the success of competitor Ride. The episode also covers Burton's cultural evolution, the impact of the 2008 financial crisis on working capital, and Carpenter’s personal health battles with cancer and Guillain-Barré syndrome.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2018-12-10-burton-snowboards-jake-carpenter-2017#t=0) Introduction: Jake Carpenter and the Origins of Burton Snowboards
- [6:24](https://hardwarepodcasts.com/podcast/how-i-built-this/2018-12-10-burton-snowboards-jake-carpenter-2017#t=384) Prototyping and Early Manufacturing in Vermont
- [12:11](https://hardwarepodcasts.com/podcast/how-i-built-this/2018-12-10-burton-snowboards-jake-carpenter-2017#t=731) Early Sales Challenges and Direct-to-Consumer Strategy
- [19:34](https://hardwarepodcasts.com/podcast/how-i-built-this/2018-12-10-burton-snowboards-jake-carpenter-2017#t=1174) Building Brand Credibility with Craig Kelly
- [21:08](https://hardwarepodcasts.com/podcast/how-i-built-this/2018-12-10-burton-snowboards-jake-carpenter-2017#t=1268) Competition from Ski Companies and Market Share
- [25:14](https://hardwarepodcasts.com/podcast/how-i-built-this/2018-12-10-burton-snowboards-jake-carpenter-2017#t=1514) Financing, Working Capital, and Staying Private
- [28:04](https://hardwarepodcasts.com/podcast/how-i-built-this/2018-12-10-burton-snowboards-jake-carpenter-2017#t=1684) Olympic Inclusion and Resort Politics
- [30:19](https://hardwarepodcasts.com/podcast/how-i-built-this/2018-12-10-burton-snowboards-jake-carpenter-2017#t=1819) Company Culture, Leadership, and the 2008 Crisis
- [37:29](https://hardwarepodcasts.com/podcast/how-i-built-this/2018-12-10-burton-snowboards-jake-carpenter-2017#t=2249) Health Battles and Personal Reflections
- [43:06](https://hardwarepodcasts.com/podcast/how-i-built-this/2018-12-10-burton-snowboards-jake-carpenter-2017#t=2586) Postscript: Jane Och and the Guac-Lock

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Fundraising & investors](https://hardwarepodcasts.com/topic/fundraising)
- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)
- [Leadership, teams & culture](https://hardwarepodcasts.com/topic/leadership-and-culture)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)

## Most relevant to

founders before launch, companies scaling up

## Mentioned

- Burton Snowboards (company)
- Snurfer (product)
- Brunswick (company)
- Sims (company)
- K2 (company)
- Ride (company)
- FIS (company)
- Guac-Lock (product)
- Bradshaw Industries (company)

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- [STL INT: Interview with Garrett Wade founder Garry Chinn](https://hardwarepodcasts.com/podcast/shop-talk-live/2020-10-02-stl-int-interview-with-garrett-wade-founder-garry-chinn) (Shop Talk Live)
- [228 - BUCKED UP FRIDAY! Use code CEO50 to get 50% off! interview with CEO Ryan Gardner](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-11-24-228-bucked-up-friday-use-code-ceo50-to-get-50-off-interview-with-ceo-ryan-gardne) (People of Packaging)
- [Founder Feature: Becca Wright of Piedmont Pennies](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-01-17-founder-feature-becca-wright-of-piedmont-pennies) (The Startup CPG Podcast)
- [Founder Feature: Emmanuel Waters and Courtney Tucker of Old Hillside Bourbon](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-03-06-founder-feature-emmanuel-waters-and-courtney-tucker-of-old-hillside-bourbon) (The Startup CPG Podcast)

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