BURLINGTON, Vt. (AP) — Burton Snowboards tapped into its past Tuesday, naming one-time regional brand manager Denny Bruce to take over as CEO as the company approaches its 50th anniversary.

Bruce worked as the snowboard maker's Mid-Atlantic Brand Manager from 2003-05 before moving onto a career that included leadership roles at Vans, Skullcandy, Traeger and Dickies. He'll take over for Donna Carpenter, who had been serving on an interim basis.

Carpenter's husband, the late Jake Burton Carpenter, founded the company in 1977, crafting snowboards in a workshop in his barn in Vermont. It has remained privately owned since.

“Denny doesn’t need to be taught what Burton means or why snowboarding matters," Carpenter said.

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