Some leadership changes are strategic. Others are inevitable.
At Cardiff Snowcraft, appointing Bjorn Leines as Chief Executive Officer is both.
Bjorn has been part of snowboarding’s foundation for more than three decades. Named by Terje Håkonsen as one of the ten greatest snowboarders of all time, Bjorn’s career has been shaped by progression, exploration, and a deep respect for the culture that built the sport. His résumé includes countless magazine covers, signature products, podium finishes, brand building, and more adventures than he can remember—but titles alone don’t define him.
What does define Bjorn is how he shows up.
He is a husband, a father of two, a lifelong rider, a co-founder of Celtek Gloves, and a hands-on builder who believes that great products come from real experience—not boardroom assumptions. Those values are the same ones that shaped Cardiff Snowcraft from the beginning, making his transition into the CEO role in the spring of 2025 a natural evolution of the brand.
“Cardiff has always been about purposeful design and the pursuit of the perfect ride,” Bjorn says. “We are focused on elevating and innovating the consumers experience. Our team is on the ground turning screws, demos, riding with customers, and bringing that feedback straight to the design team. It’s about bringing people together around the thing we all love—and building equipment that enhances that experience.”
That rider-first philosophy is woven into everything Cardiff does. From the beginning, Cardiff wasn’t built to chase trends or buy attention. It was founded because Sam Bawden, a gifted architect wanted better rides—for himself, his family and the community. Product that performed at the highest level, honored the mountains they were built for, and stayed true to snowboarding’s roots.
“To me, that is snowboarding’s true soul,” Bjorn continues. “Connecting with the mountains and sharing that with the people we love. It’s a new day for Cardiff, but our mission hasn’t changed: to create world-class equipment and experiences that help riders progress and enjoy the mountain to the fullest.”
As CEO, Bjorn will guide Cardiff through its next phase of growth—scaling production responsibly, expanding global distribution, refining its award-winning splitboard, snowboard, and ski lineup, and continuing to invest in sustainable manufacturing practices. Just as importantly, he will deepen relationships with specialty retailers, athletes, and the global snowboard community that makes the brand possible.
“Bjorn has been instrumental in shaping Cardiff’s design ethos and rider-driven culture from day one,” says founder Sam Bawden. “His vision, authenticity, and ability to inspire both our team and our customers make him the ideal leader for this next chapter.”
At its core, Cardiff Snowcraft exists to serve riders who care deeply about how and why they ride. With Bjorn Leines stepping into the CEO role, the brand’s future is being led by someone who has lived that mission his entire life.
And that makes all the difference.