CONSIDER EVERYTHING. COMPROMISE RESPONSIBLY*

*This is how we approach sustainability at Atomic. It is perhaps, the most controversial statement we’ve ever made. After all, how can you compromise when talking about the climate crisis, the most pressing issue of our age? But, mass production is a paradox, and compromises must be made in order to mitigate the effects of climate change. The climate is a complex and delicate system that forms the world we inhabit. It’s our responsibility to learn how to compromise responsibly, making every effort to reduce the impact of our business on the world we love.

ONE STRATEGY. THREE PILLARS.​

We know that this kind of data-driven design thinking works, but innovation for sustainable performance is just one part of our overall climate plan. By using our world-leading ski manufacturing capabilities, we will also create the world’s most sustainable ski and boot production. And since no company can tackle the climate crisis alone, our third focus is on collaboration with all who share our concern about the climate.

HOW WE’LL GET THERE

Our path to a lower impact future will be defined by three key focus areas, and achieved through nine actions.

  • VALUE CHAIN

    Climate action to transform the value chain: 

    • Conduct a greenhouse gas inventory
    • Set a science-based target to reduce emissions
    • Cut emissions from business related travel
    • Increase reliance on renewable energy
      Read more
  • INNOVATION

    Innovation for sustainable performance: 

    • Incorporate sustainability into our design thinking
    • Extend product lifespans through repairs
    • Use more recycled content
      Read more
  • COLLABORATION

    Collaboration for mass movement:

    • Host a climate summit
    • Engage and educate our athlete network
      Read more

OUR PHILOSOPHY

SKIING AND SUSTAINABILITY ARE INTRINSICALLY INTERTWINED.

With no snow, there can be no skiing. Planetary restraints must become an intrinsic part of our design thinking, from skis and skins to boots and bindings.

But let’s be clear: impact reduction is not a performance inhibitor, it’s a performance driver. By making sure every component in every product serves a specific, performance-driven purpose, we will innovate, iterate and rapidly improve. We will cut down on waste and become energy efficient. We will develop better products and we will reduce our impact. We’ll do all of this, and we’ll do it without ever compromising on performance.

AT ATOMIC, MANUFACTURING EXPERTISE IS OUR SUPERPOWER

For many brands, production is something that happens in someone else’s factory, often on the other side of the world. We are proud to own and manage the world’s most advanced ski factories at our locations in Austria, Bulgaria and Romania. From hand-crafting our first 40 pairs of skis in a small workshop, we have grown to produce over 400,000 pairs annually at our Altenmarkt headquarters. Skis are still manufactured just metres from where they are designed.

As well as providing a perfect playground in which to test our prototypes, our Altenmarkt facilitiy gives us a unique advantage – the ability to experiment. From energy efficiency to materials use, we control every step of the manufacturing process. We define and control the production of our skis, boots, bindings. This knowledge mean we can reduce emissions across all product categories.

COLLABORATION FOR MASS MOVEMENT

If there’s one thing we can be certain about, it’s that we cannot tackle the climate crisis alone. Instead, we are determined to foster a collaborative approach and galvanise a movement within the ski industry. After all, from fellow brands to ski resorts, lift operators to local businesses, we are all in this together. We all need a stable climate and snow on the ground for our operations to remain viable. As a leading voice in the industry, we feel a responsibility to step forward and lead the conversation. In 2023, we will host a climate summit for stakeholders from across the ski industry.