# Remembering Jake Burton Carpenter

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2019-11-21
- Length: 36m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2019-11-21-remembering-jake-burton-carpenter

## Summary

Jake Burton Carpenter, founder of Burton Snowboards, recounts how he transformed the Snurfer novelty toy into a global sport and a billion-dollar company. Starting in a Vermont barn with inherited funds, he manually crafted wooden snowboards, faced initial rejection from ski resorts and dealers, and built a cult following through grassroots marketing and sponsorships like Craig Kelly. Carpenter details the company's evolution from a garage operation to an enterprise, highlighting his decision to stay private, the cultural shift during the 2008 financial crisis, and his personal health battles.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-11-21-remembering-jake-burton-carpenter#t=0) Introduction: Jake Burton Carpenter and Burton Snowboards
- [3:24](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-11-21-remembering-jake-burton-carpenter#t=204) From Snurfer to Prototype: Early Design and Manufacturing
- [12:26](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-11-21-remembering-jake-burton-carpenter#t=746) First Sales and Dealer Rejection
- [17:05](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-11-21-remembering-jake-burton-carpenter#t=1025) Building the Sport and Overcoming Resort Bans
- [22:27](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-11-21-remembering-jake-burton-carpenter#t=1347) Competition and Staying Private
- [26:32](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-11-21-remembering-jake-burton-carpenter#t=1592) Olympics, Culture, and Leadership Challenges
- [35:45](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-11-21-remembering-jake-burton-carpenter#t=2145) Personal Health and Reflections on Success

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Leadership, teams & culture](https://hardwarepodcasts.com/topic/leadership-and-culture)
- [Fundraising & investors](https://hardwarepodcasts.com/topic/fundraising)

## Most relevant to

founders before launch, early-stage companies, companies scaling up, established companies

## Mentioned

- Burton Snowboards (company)
- Snurfer (product)
- Brunswick (company)
- Sims (company)
- K2 (company)
- Rossignol (company)
- Ride (company)
- FIS (company)
- Craig Kelly (other)
- Donna Carpenter (other)

## Related episodes from other shows

- [51 - Jib Hunt CEO of Kemper Snowboards](https://hardwarepodcasts.com/podcast/people-of-packaging/2021-03-10-51-jib-hunt-ceo-of-kemper-snowboards) (People of Packaging)
- [Mike Burroughs (Founder / Creator, Stanceworks)](https://hardwarepodcasts.com/podcast/just-gonna-send-it/2026-08-26-mike-burroughs-founder-creator-stanceworks) (Just Gonna Send It)
- [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)
- [The Reluctant Entrepreneur: Mike Konrad's Journey Through Entrepreneurship, Networking and SMTA](https://hardwarepodcasts.com/podcast/ems-c-level/2025-03-14-the-reluctant-entrepreneur-mike-konrads-journey-through-entrepreneurship-network) (EMS@C-LEVEL)
- [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)

## Citing this page

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