Burton Snowboards is pleased to announce that veteran Burton employee Jeff Boliba will become the company’s first vice president of global resorts reporting directly to John Lacy, Burton’s EVP of product & North American sales.
This newly created position reflects Burton’s longstanding commitment to growing and progressing the sport of snowboarding through innovative products, education programs and resort partnerships.
“Growing the sport has been a huge part of our heritage at Burton since the early days when Jake personally lobbied resorts for snowboarders to be allowed on chairlifts,” said John Lacy, Burton’s EVP of Product & North American Sales. “Back when we started our Learn To Ride programs in 1998, we were the first and only company in the snowboard industry to focus on beginner-specific equipment and programs. Now, as the newly minted VP of Global Resorts, Jeff Boliba will continue carrying out our mission to encourage more people to experience snowboarding through our industry-leading resort programs.”
As the vice president of global resorts Jeff heads up Burton’s ‘Experience Snowboarding’ business unit, which includes a long list of snowboarding rental/learning products, education programs and partner resorts, all dedicated to improving the riding experience. A highly-skilled coach, Jeff also leads the charge when it comes to developing new strategies and collaborations for Burton’s global resort programs, which include Learn To Ride, Progression Parks, Burton Academy, Riglet Parks, The Stash and Smart Style.
A seasoned veteran of resort programs, Jeff started his career at Burton in 2000 as the Learn To Ride Manager and most recently served as Burton’s global resort director. Jeff has a long list of career achievements at Burton, including the expansion of the Burton Learn To Ride program from a handful of locations to over 185 destinations in 20 different countries. Jeff has also been instrumental in creating Burton’s revolutionary kids’ snowboarding gear and Riglet Park program, an on-snow learning zone where kids as young as three can learn to snowboard with the help of specially trained instructors, kid-friendly terrain features and Burton’s industry-leading gear.
“I am honored to have the opportunity to take our Experience Snowboarding programs and products to a whole new level,” said Boliba. “It’s exciting to constantly push progression and overall resort snowboarding, whether it’s a three-year-old learning how to ride or a seasoned rider looking for a new type of riding experience in a Stash run. Our company invests so much into growing and evolving the sport, and it’s a privilege to be a part of getting more people out riding.”