We Love POW – Our sports translation partnership with Protect Our Winters

Martina Russo, CEO

14 February 2020

 Letter from the CEO


I grew up spending every winter and summer in the Italian Alps. I learnt to ski before I could talk.

February 2020 – This is now our third worst snow winter season in a row, and the 3rd hottest year ever recorded since 1880, the year meteorologists started recording temperatures.

Last year, up in the Italian Alps, it only snowed a handful of days throughout winter. In February, temps reached 20°C at 1200 meters above sea level.

This is what the offpiste looked like 2200 m above sea level.


Were we unlucky? Maybe. But a new season has started, and it doesn’t look like it’s getting any better across the Alps. Not even in “Ja-pow” which, according to this article, is suffering through one of the worst snow seasons on record.

Scary? Very. Unexpected? Not so much.

I remember being in middle school (some 17 years ago) and reading up about the threats of global warming. A few years later, one report in particular stuck to my mind:

Our mountains could be snow-free by 2050.

If global warming was barely talked about back then, it certainly isn’t – or shouldn’t be – now. 

According to scientists, the Alps could lose as much as 70 per cent of their snow cover by the end of the century (that’s just 80 years from now) as temperatures rise and greenhouse gas emissions aren’t curbed. For some ski resorts, that may mean no snow at all.

This winter the Alps suffered a very slow start to the season for the third year in a row. Going forward, the ski season may also start up to a month later and finish up to three months earlier, and the snow line may be up to 1000 m higher

Resorts have now started investing in state-of-the-art snow machines that can produce snow even in warmer temperatures.

But is this really the winter – and world – we want?

Ski touring translation for winter sports

Protect Our Winters and ISPO

ISPO – the world’s largest trade show in the (action) sports industry – takes place every November in Munich.

As the founder here at The Action Sports Translator – the world’s most specialized translation agency for the action sports and outdoors industry – ISPO is one event I always make sure to attend. It’s great to meet clients in person after exchanging hundreds of emails, catching up with friends, and start new partnerships.

ISPO 2020 didn’t disappoint. As my eyes skimmed through Sunday’s program, one event in particular caught my attention: Protect Our Winter’s talk on sustainability in sports lead by its founder by Jeremy Jones (founder of Jones Snowboards), Norwegian climate advisor Brita Staal and 2 of POW athletes.


Protect Our Winters Austria

When Brita finished her talk on POW’s work with an open invitation to creatives and minds from all paths of life to join their mission, stepping forward for me – and us, as a sports translation service – was a no brainer.

Once the talk was over, I made my way to the speakers to introduce myself and our sports translation agency. We specialize in translations for winter sports brands and not only is winter our playground, it’s also instrumental to our ability to making a living.

I wanted to discuss our involvement with POW by doing what we do best – translating, and therefore helping them spread their message.

This is when I met Linda Schwarz, one of Protect Our Winter’s Austria presidents, and agreed to take part of their localization efforts. And so our partnership was born.



Who Is Protect Our Winters

POW was founded in 2007 by Jeremy Jones, freerider and founder of Jones Snowboards, as he experienced the effects of climate change on his mountains.

He wanted to connect an organization that focused on mobilizing the snowsports community on climate, but couldn’t find one – so he decided to found his own.

Today POW is active in several countries – Austria, Germany, France, Switzerland, Finland, Norway, Sweden, Italy, and the UK – with headquarters for POW Europe in Innsbruck, Austria.

POW has grown from a simple idea into a worldwide movement, supported  by more than 130,000 supporters.

“Right now, we have the luxury of worrying about how climate change might impact the outdoor industry. Right now, we get to help dictate the outcome rather than react to a foregone conclusion. But if we sit on our hands for the next two decades, we won’t be worried about powder days, tourism or having fun. We’ll be worried about the stability of our environment, our jobs and our economy.”


The Action Sports Translator for POW

Here at The Action Sports Translator, we work with some of the world’s top adventure sports and outdoor brands. Both our clients and ourselves rely on winter for our passion and for our living.

That’s why we’ve come together to support Protect Our Winters Austria, Switzerland and now Italy – which I co-founded in 2020 – with all their localization needs, and why we’re also members of the EOCA (European Outdoor Conversation Association). Read the press release here.

We care about winters. We care about the planet and the environment. And we love POW.

If you’d like to help and join the cause, reach out to your local Protect Our Winters chapter.

If you’re a translator specializing in sports translation and have a passion for the environment, get in touch with us at

And if you’re a sutainable outdoor brand looking to partner up with a sports translation agency who stands for your values, email us at hello@theactionsportstranslator.comtoday.

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Martina is the CEO and founder at The Action Sports Translator. After starting her career in marketing translation in 2010, she has been recognized as a Localization industry influencer multiple years in a row and has been working with some of the world's most exciting brands to bring multilingual marketing campaigns to life.

Co-founder and localization manager of Protect Our Winters Italy, she founded The Action Sports Translator to provide outdoor brands with a sports translation service that truly gets them. When she isn’t working, you can usually find her climbing a mountain or snowboarding down the other side.

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