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The start-up of Burton snowboards was overwhelming for the owner, Jake Burton. Thanks to his determination and passion, he was able to recreate an activity that he grew up playing and turned it into a worldwide sport. In high school, he loved to ski, but after a car accident, he found himself unable to continue his competitive career. He turned to the activity he played as a kid, standing on a sled and riding down the snowy hill. He was determined to create a sport that everyone would love and enjoy on days off of work and school.

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Growing up in Manhattan New York, Burton was unable to pursue his startup company, due to the lack of snowy weather. He made the decision to move him and his ideas to Vermont, where the slopes and the potential future snowboarders were promising. He found that one of the ski slopes got sued for an injury caused to a snowboarder. Because of this, snowboarding at ski slopes became prohibited across the country. Until the "Suicide Six Resort" in Vermont opened its slopes to snowboarders.

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After a significant amount of orders, Burton decided that he needed some help. He had a very large family, that was willing to help with extra things here and there at no cost. He had a very supportive family, but he knew it was time to hire employees. He began to hire high schoolers to assemble the snowboards. This helped him save money and get the work done.

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Burton knew it was going to be expensive to starts his snowboard company. In his twenties, his mother and grandma both passed away. He received $200,000 in inheritance and decided to put it towards his startup. He used 150,000 to develop the boards. He also borrowed money from the bank, but he only did this to grow his company, he was never deep in debt.

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Jake Burton realized in order to get his snowboards known to the public, he would have to go out himself. He visited Ski and Surf shops to try to get his name out there. He also utilized word-of-mouth marketing by giving away snowboards and encouraging them to talk to their friends and family.

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Jake was proud of his company, but he wanted to continue growing. In order to reach the young audience, he decided to find an ambassador. Eventually, he contacted Craig Kelly, a famous snowboarder, in order to make an advertisement deal. Kelly was paid $17,000 to wear all Burton for his competitive events. This made people realize that Burton was the way to go when snowboarding, building success in Burton Snowboards.

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Burton realize that just because he was passionate about snowboarding, didn't mean that everyone else was. He was confident in his product but his first customers thought it joke and return their purchase. He became discouraged and had trouble getting out of bed until he realized he had to show the potential customer how awesome his product was. He was determined to stay confident in himself and show off his company. In the 80s snowboarding was named the "worst new sport", but eventually it became so popular, Burton became a million-dollar company. Thanks to Burton's determination, he was able to create something huge.