Despite the high vulnerability of alpine environments to climate change, adaptation and mitigation within the winter sport industry have only recently received consideration. However, the focus has been mainly on the adaptation measures of the ski resort operators (supply side), not taking into consideration other actors (demand side) or attempts aiming for a sustainable form of winter tourism. Through a case study of Protect Our Winters (POW), an environmental group started by a professional snowboarder, this research aims at investigating the role of a new social movement, ski activism, in combating climate change. Interviews with active members of POW Austria and participant observations at events and meetings of this same organisationwere conducted and analysed to gain an overview on the matter. Results show that empirical knowledge of climate change consequences and the concern about the future of lifestyle sports such as skiing and snowboarding can motivate activist behaviour. Furthermore, the variety of outreach tools of an organisation like POW can help raise awareness and inspire to join the ski activist movement. Because the study deals with a new type of movement, further research is needed to explore the effects of this alternative climate mitigation attempt and to analyse more initiatives and organisations started by the demand side of the winter sport industry.