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The case 'Inside Laax: Digitalising the Skiing Experience' tells the story of how the customer experience of a skiing resort was successfully revolutionized using technology. It highlights the challenges and decisions that were faced along the way, such as choosing a web- or app-based solution, facing resistance from 'traditional marketing', prioritizing and experimenting with services to be digitalised and engaging the resort's various stakeholders to support a positive digital customer experience. In parallel, the advance of the small entrepreneurial team responsible for the development of the digital skiing experience is shown, developing from a department of the resort's dominant firm to the independent company inside labs ag. The case ends with the CEO of this company pondering about the future: Should inside labs ag strive for growth by further developing the skiing experience into a destination experience, developing similar apps for other skiing resorts or other clients outside the skiing sector, or invest into a mega skiing destination platform with a resort-overarching app? The case allows students to analyse and discuss issues around the main areas of CRM, digital customer journey and touchpoint management as well as entrepreneurship.