There are many ways in which scientists can engage in entrepreneurial activities. The context of this article is a Swedish research group in marine ecology, which became increasingly involved in entrepreneurial activities. This article focuses on the what, why and how of entrepreneurship as part of an academic role. The study was conducted as an interactive research process, involving activities as well as interviewing participants in the project. Theories of identity work, role identity and passion were used to analyse this context. Two distinct but simultaneous processes were identified: first, when scientists engage in commercial entrepreneurial activities and react by reaffirming their roles as academics and, second, when scientists engage in entrepreneurial activities in a broad sense, fulfilling environmental and social goals (this is compatible with their scientific passion connected to their academic role identity). This article shows that scientists can be entrepreneurial while working with social and environmental responsibility with no conflict between their entrepreneurial activity and their role as an academic.