Peter Letts: A Retailer’s Perspective – The Value of Education and Networking
PAGE 11
BUSINESS EDU
Tom Leaird & Brooke Speedy: How to Operate a Full-Service Dive Center
PAGE 23
THE DIVE GOD DIARIES
Neal Watson, Sr.: Diving & Guard Dogs? How it All Began.
PAGE 35
TRAVEL/NON-PROFITS
PAGE 15
RETAILING
Gil Zeimer: Harnessing The “Gray Tsunami” for Your Dive Operation
PAGE 25
RETAILING
Jeff Cinciripino: Dive Shops Need an At-Once World
PAGE
ECO PRO
Terry Cummins: The Evolution of ‘The Bottom Line’ in Dive Tourism
Theresa Aranda: Take a Suitcases – Change a Life!
View our DEMA Show Marketing Plan with a Road Map to Success
Check out our June epasode.
Alex Brylske, Ph.D.: Redefining Today’s Dive Professionals
PAGE 17
BUSINESS EDU
Jeffrey Bozanic, Ph.D.: Rebreathers 101 – The Individual Perspective
PAGE 28
SAFETY
Dan Orr: The Value of Customers Taking Refresher Training
PAGE 39
BUSINESS EDU
Cathryn Castle Garcia: How Executive Coaching Can Help Your Business
FROM THE PUBLISHER
“ANOTHER SURVEY? HOW MANY OF THESE DO YOU NEED?”
Twenty-three years ago, I started the Cline Quarterly Global Business Surveys. To date, that amounts to 93 quarters in which I have sent out essentially the same survey to global dive businesses. I ask two basic questions: 1) How did you do last quarter? and 2) What are your forecasts for next quarter? This survey remains the only global indicator for dive business performance, covering overall gross revenue, certifications, travel, and equipment sales.
Everyone needs to and should participate. It’s a free service, but more importantly, a good opportunity to see how your company compares to others globally on a quarterly basis.
The 1st quarter 2024 survey results are out. Normally, I would dedicate a page for these results, but we have too many great, relevant and current articles to run this issue. So, here’s a sneak peek. Click or scan the QR code below for the full results.
This month, we are excited to introduce a new column by Neal Watson, Sr. called
"The Dive God Diaries." This column offers a humorous and insightful look into Neal’s truly spectacular life.
Once again, I want to extend a special thanks to our readers, writers, and advertisers for the overwhelming support of Scuba Diving Industry Magazine. Our circulation is growing both in print and digitally, and our new podcast “Level Up” is receiving rave reviews from you, the industry. We are thrilled to have you join us on this very exciting journey toward the future growth of our industry!
William Cline, Publisher
SCUBA DIVING INDUSTRY™ MAGAZINE JUNE 2024 VOL. 1, NO. 6
William Cline, Publisher & Ad Sales
Patricia Cline, Art & Executive Editor
Amber Wagenknecht, Copy Editor
Neal Watson, Sr., Editor-at-Large
Martin Kuss, Digital Strategist Manager
Britain Cline, Advertising Sales Manager
Contributors:
Theresa Aranda, Not Just Tourist Foundation
Jeffery Bozanic, Ph.D., Rebreathers
Alex Brylske, Ph.D., Eco Pro/Environment
Cathryn Castle Garcia, Customer Retention
Jeff Cinciripino, Scuba Shack, Rocky Hill, CT
Terry Cummins, Ph.D., Australia/Oceania
Scott Jones, DiveNewswire.com
Tom Leaird, Tom Leaird’s Scuba, Muncie, IN
Peter Letts, Abyss Scuba Diving, Sydney, Australia
Dan Orr, Safety/Health/Legislative/Legal
Marty Snyderman, Photo Pro & Travel
Gil Zeimer, ScubaStoryTeller.com
Scuba Diving Industry Magazine™: (Print: ISSN 29961416, Digital: ISSN 2996-1424) Published monthly by Cline Group LLC, 1740 Airpark Lane, Plano, TX 75093. Printed copies are mailed within the USA to select dive retailers & advertisers. Subscriptions are free to dive professionals and distributed digitally to 165 countries.
Enhancing Diver Retention: Sell the Sizzle, Not the Steak
– Text
and
photos by Marty Snyderman, martysnyderman.com
Since the day I became a diving instructor almost fifty years ago, I have heard leaders in our industry agonize over the rate of diver retention being much lower than desired. Instead of diving being the key that opens the door to a lifetime activity filled with adventure, curiosity, and exploration, a significant percentage of newer divers seem to have a “been there, done that, check-the-box” reaction to having learned to dive, quickly abandoning our sport and moving on to another activity.
Do newly certified students drop out of diving because exploring the marine environment is not interesting or Mother Ocean just isn’t her old self? Highly unlikely. But whatever the factors that lead to diver drop-out are, it is obvious that the novelty of swimming around underwater isn’t enough to make many newly certified divers want to continue to dive.
Sell the Sizzle, Not the Steak: I don’t claim to know all the answers about our industry’s diver retention problem, but one thing I feel strongly about is that we miss a golden opportunity to turn newly certified divers into active, lifelong divers by failing to enthusiastically provide insights into the magic of the natural world whenever and wherever we can.
about sharing “fun facts” and knowledge, the more likely they are to be able to transform an otherwise ordinary dive or store visit into an experience that makes participants eager to dive again soon and learn more.
Here's one way to implement an in-store program that allows employees with varying amounts of knowledge and experience to share information and remind clients about things that make diving so much fun: Find a compelling image of one creature and gather a few facts. Print the picture and information and place it in an appropriate location in the store and make that location a marine life exhibit. Now, you have a conversation starter that just might plant a seed that makes the client want to join one of the store's trips so they can see a specific animal. Change the picture and text on a regular basis so the display becomes a “go-to” place in the store where customers reinforce the reasons they dive.
In almost every beach dive, resort dive, and boat dive scenario, there is an opportunity during dive briefings for a dive leader to share insights into the lives of the marine creatures divers are likely to encounter and the natural history of the ecosystem they are about to explore. The same is true for the people in dive centers every time someone walks through the front door. I am not suggesting that a dive leader or store employee needs to be a degreed marine biologist. But I am saying that the more knowledgeable and enthusiastic those people are
Diver, Chris Huss, checks out a lion’s mane jellyfish near God’s Pocket off the northeast tip of Canada’s Vancouver Island. One of the world’s larger species of jellyfish with the bell of one specimen reported to have reached a diameter of 7 feet while the tentacles stretched out for an astonishing 120 feet.
As the sales expression goes, sell the sizzle, not the steak: In most stores I enter, there is visible printed matter promoting upcoming classes, store events, equipment, and trips. It is easy to understand why the shop wants their clients to be aware of these things. I am simply suggesting that all too often we leave out information that seals the deal, our love and your clients’ love of connecting with nature and the planet we live on through diving. I realize this kind of comment can sound a bit “over the top,” but I’ll bet your dime to my dollar that if you are reading this magazine and work in the diving industry, you have had some magical encounters underwater that you would dearly love to re-live and often think about. Those experiences have become your personal connection with Mother Ocean. I’ll double my wager by placing another bet that says those experiences and that connection are far more important factors in keeping you involved in diving than the price of a new regulator or the color choices for a new pair of fins, etc.
TRAVEL
Now consider the opportunity a dive briefing presents: Imagine the reaction you are likely to get if you tell divers that a fish they are likely to encounter changes its sex over the course of its life. That is the case with wrasses, anemonefishes, giant sea bass, ribbon eels, and more. I have yet to meet someone who doesn’t find this fascinating and want to see that fish in all phases of its life! Nudibranchs don’t change sex. Instead, they function simultaneously as males and females in the same mating event. That’s an attention getter every time! The fishes we know as hamlets alternate their male and female roles as the same pair repeatedly spawn over a period of 10 to 15 minutes. Go figure!
There is little doubt that a lot of divers are fascinated by sharks. While we can’t all be expected to have the expertise of Cristina Zenato (cristinazenato.com) or Stuart Cove (stuartcove.com) when it comes to knowledge and experience with sharks, the leaders of dives where people often encounter sharks of any species enjoy the opportunity to tell divers how to distinguish male sharks and rays from females. They (or better yet, we) can share the fact that while a few species of sharks dominate the Discovery Channel’s Shark Week and news headlines, worldwide there are north of 520 species of sharks. Who knew?
On dives where the following commonly encountered species might be seen, share the fact that some male fishes, such as the Caribbean’s yellowhead jawfish and the Indo-Pacific’s ring-tailed cardinalfish, are mouth brooders, meaning the “proud Papas” guard the fertilized eggs of their mates by holding them in their mouths until they hatch. That’s why these male fishes are sometimes referred to as Mr. Moms.
At Atlantis Dive Resorts and Liveaboards in the Philippines, where I serve as the Photography Ambassador, we
have an afternoon briefing the day before a mandarinfish dive to help our clients know how to tell male mandarinfish from females, what to look for when the fish are feeding, during courtship and spawning, and how to get the most out of their dive. No doubt, mandarinfish are spectacular-looking fishes, but the information about their natural history and what to look for during the dive elevates the experience to a much higher level than a mere sighting.
While dive briefings should be brief, and clearly, there are other issues such as entry and exit points, lost buddy protocols, depth limits, marine hazards, etc., that need to be covered, taking a moment to include an insight or two about the marine environment and the organisms divers are likely to encounter can help you keep people’s attention and make your briefing more beneficial.
An underwater photographer encounters a California sea lion in Mexico’s Sea of Cortez. Surprisingly, California sea lions as well as five other species of sea lions are more closely related to bears than they are to seals.
One of the obstacles for some dive leaders is recognizing that they are not qualified to teach topics like those that have been previously mentioned. Clearly, becoming a degreed marine biologist is not a prerequisite for becoming an excellent dive leader, and it is not going to be everyone’s career path. But with just a little effort, you can still be knowledgeable and confident enough to communicate basic information in an enthusiastic manner. A simple Google search will provide you with facts about aquatic life and aquatic ecosystems, and more in-depth material is at your fingertips. That’s a start.
If you are the type of person who wants to excel at your profession and have a much deeper understanding than you are likely to get with a quick Google search about the aquatic environment, a great place to start is by reading
Divers descend over an elephant ear sponge in Grand Cayman. A filter feeder, water enters the sponge through numerous fine pores so oxygen and food particles, predominantly bacteria, can be removed and used. Waste is removed and carried away by the passing water.
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Caradonna agents draw on decades of experience when planning group travel, with expertise that includes extensive destination knowledge and creative problem-solving abilities. Their ability to provide group leaders with a one-stop shopping experience takes the hassle out of trip planning and streamlines the process of booking, routing and transfers.
Our comprehensive marketing support facilitates customer recruitment and generates enthusiasm for group travel. In addition, Caradonna is the only dive travel company in the United States that is covered by the security of a USTOA $1 Million Bond.
WE ARE THE LEADERS IN GLOBAL DIVE TRAVEL
TRAVEL
Beneath the Blue Planet: A Diver’s Guide to the Ocean
Written by Alex Brylske, Ph.D., a noted author, professor of marine science, and longtime diving instructor trainer who has certified north of 1,500 diving instructors, this book is a very well-sourced reference and it can become your “go-to” to learn about and enhance your understanding of marine life and marine ecosystems. Written for anyone with interest in the world beneath the waves, insights from Brylske’s book will help transform dive leaders into much more than underwater lifeguards.
Will the type of input I am suggesting make every new diver a lifelong diver? I am sure it won’t. But time after time in my career, I have seen these types of easily learned, but not widely known, insights blow new divers away. In the proverbial blink of an eye, the marine environment is not just a place to swim and dive equipment is not just something that allows you to survive underwater. Instead, diving becomes the vehicle that takes those
divers to a lifetime of adventure and exploration.
I could go on and on about sharing insights into the lives of the creatures we see and ecosystems we explore, but in closing, the points I want to make are (1) all of us can find and share some insights about marine organisms
divers are likely to encounter and habitats we explore that students and certified divers will likely find fascinating, (2) that effort can be the catalyst that transforms divers from someone who might just want to blow bubbles underwater a few times into an active, lifelong diver, and (3) doing so can make a positive impact on your bottom line.
email Marty
A male ring-tailed cardinalfish with a clutch of fertilized eggs from his mate that he will hold in his mouth for five to seven days until they hatch.
Fast-swimming, agile predators, gray reef sharks feed on a variety of bony fishes, other sharks, and cephalopods in the reef communities and shallow areas over a wide swath of the Eastern and Central Pacific Ocean and Indian Ocean.
BUSINESS EDU
How to Operate a Full-Service Dive Center
– by Tom Leaird, Owner, & Brooke Speedy, Manager, Tom Leaird’s Underwater Service, Muncie, IN
Owning a dive center for over 50 years has become a lesson in how to do it successfully. This has become a learning example. First, I might add, teaching entry-level scuba is not in itself a profitable venture. However, once certified, student divers are a source of continuing financial gain. Our store moto, “Scuba students are the foundation our business. Providing equipment and services for their continuing needs is the foundation of our success.”
Independent instructors have a real challenge making it financially. First, they need to align with a full-service dive center, not only for their needs, but they also need a place to send students for their needs. Imagine an agreement with a dive center to send the students for quality gear. When budgeting our programs, we find there is little profit from teaching classes. Our store does well supplying the continuing needs for divers and especially new students.
rental is placed on a “rental credit” card for future use at our dive center. Yes, we essentially are giving away half our rental income. However, customers covet those cards, often filling them with credits, and then make a purchase using that credit. Sometimes a new diver cannot afford all that equipment upon certification or may want to try out this new lifestyle before making the plunge to purchase their own personal equipment. This concept continues to be successful.
How we treat a person arriving, and entering our dive center is an important beginning of hopefully a longterm relationship. A new intern or new employee is directed on the first day of the job to read our operations guide. Most important in that manual is how we relate to that potential customer. First, a cheerful greeting within 30-seconds of arriving is required. Even if the employee is on the phone, busy with another customer, or another duty, take a moment to recognize that arrival and let them know that we will be with them soon. Always positive and cheerful.
Now, some ideas that have been successful. When we rent scuba equipment to a diver, half the cost of that
Some dive centers require new potential Open Water students to purchase mask, snorkel, and fins before starting the class. We provide that equipment the first half the program requiring the new student to purchase their own personal equipment for not only the balance of the program, but also for their future diving experiences. That gives our employees a chance to sell better gear and not the cheapest, looking forward to a lifestyle of experience. On average, 80% of students in a new class make the purchase of the basic gear from us before the second or third session. Also, that purchase is not permanent. If the mask doesn’t fit, the color is wrong, or the fins hurt the foot, a similar exchange can be made without question during the class. Very few take advantage of that offer because during the initial sale, we work with each student to be sure the choices are best for that person and their plans for future diving experiences.
When it comes to servicing our customers’ gear, we fulfil their needs as quickly as possible, often within a few days and when possible, even the same day that it is dropped off. Our speedy turnaround has also helped us earn the loyal business of public safety teams in the area over the years. We do our best to keep service parts in stock and are up front with our customers about the quality of their gear. If it was purchased from us, we don’t charge the customer a service fee if they bring it
Our facility
BUSINESS EDU
back to us annually for a checkup and inspection. In two or three years, regulators should have a full overhaul the divers will need to pay for. By creating a relationship with our customers that is based on quality service and trust, we can easily earn their business when it comes to signing up for classes and trips and even more importantly, they refer us to their friends. If we are brought a set of gear purchased online or somewhere else, we charge a fair service fee on top of the parts it takes to get it ready to dive. We educate our customers on the benefits of buying gear from us versus other outlets.
While a chunk of our annual sales comes from finding new students to sign up for classes and purchase their snorkeling gear, we also recognize the importance of keeping our trained divers active. Promoting formal continued education training and upcoming trips are only a piece of this puzzle. Creating opportunities to dive locally, that are affordable, is another large piece. Being in the Midwest region of the country one would think it might be more of a challenge to stay an active diver, we enjoy proving these thinkers wrong.
become the most highly attended events of the year. Organized community clubs help divers that cannot afford to be vacation divers, stay active. Active divers need a source of air, equipment, service, and training that we happily provide. Local club divers stay active in the industry due to the new dive buddies they make and the resources they have access to in the community.
Supporting a local dive club is a great way to help grow a community of active local divers. We met this need by helping create the Delaware Divers, a local dive club in the Muncie, Indiana area that has remained active for 57 years. The club sends out a monthly newsletter and holds monthly meetings. From May to October we dive together at least once a month at our local quarry while November to April we meet at the dive center to watch dive movies or presentations about recent dive trips or other educational scuba-related topics. The cost of membership is kept low, $15 for a single diver and $25 for a family. The club is run by an elected board made up of community members that hold each position, usually a President, Vice President, and two Board Members. This club is a community-run group that is promoted by our dive center. The July Treasure Hunt and October Underwater Pumpkin Carving events have
Learning how to successfully market our dive center and the services we provide over the years has been a lesson in learning from different experiences and keeping up with current media outlets and the resources they provide. All of us in the industry already know that scuba itself is a highly marketable “product” for those that seek adventure and want to learn new skills. Even in landlocked regions of the world it has an undeniably magical appeal to those interested in adventuring below the surface and exploring our earth’s watery depths. When starting a business with a niche market that relies heavily on finding new customers in a “water challenged” region, it is a realistic fear that you could eventually run out of new customers. Marketing becomes an important tool to prevent this fear from becoming a reality. The “If you build it, they will come” mentality is a great jumping off point but if people don’t know you exist, they won’t come knocking on your door without the use of some sort of marketing. In regions where competition is higher among dive center’s and divers are plentiful, your marketing plan needs to focus on the specialties and strengths that your dive center has to offer.
In the early years when we first forged our connection with the local YMCA, their communications with their members and the local community played a large role in spreading awareness about the training that we offered through their scuba program. One of the benefits to not having a facility with your own pool, is that marketing your training doesn’t fall solely on your shoulders. The community pools you form relationships with often have communication networks already in place to pro-
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BUSINESS EDU
mote their programs. Our instructors also play a role in marketing classes to those in their communities as well, whether that be at the University they teach or to other members of their local and professional communities.
Using traditional methods of mass marketing, such as billboards, newspaper ads, and radio ads, do not have a high return on investment. It would be a waste of money to repeatedly market in this manner. If you are a new dive retailer opening up and trying to get your name out there, it could prove to be a beneficial onetime investment, but in the long haul there are much more cost-effective routes to take.
The easiest way to tap into your ideal niche market using modern day marketing is simple: let your current satisfied customers amplify your voice. Referrals from your confident, newly trained divers go a long way and the methods for customer referrals have certainly grown over the past several years. Word of mouth recommendations and reviews on Google, Yelp, and Facebook are just the jumping off point. There is now a plethora of ways that our customers help support the marketing we put out on social media. Some question whether posting on some social media platforms is worth the time, since without paying for sponsored ads, our posts only go out to those that are already customers. I challenge these people to adjust their perspective. Our Facebook posts that advertise upcoming classes, trips and sales go out to our followers free of charge and then they expand our reach by sharing these posts with their friends and colleagues that don’t know about us yet. If you aren’t having luck with your followers sharing your posts, I encourage you to begin posting more often and to make your posts more dynamic.
At a minimum, dive retailers can greatly benefit from weekly posts about upcoming classes, events, and sales. If you want to increase your success, you should increase your output and post daily. These posts should
include snapshots of what goes on at your dive center, highlights of products, as well as the services that you provide, and educational tips that can be easily shared via Instagram, Facebook stories and Reels. These posts need to be more than just text and photos, don’t be afraid to experiment with videos. If you don’t know where to start, send out some feelers to your tech savvy instructors and divemasters and look at your social media pages to find those contributors that have already been sharing photo and video experiences of their past classes and trips with you. The more active you are on social media the more awareness your followers will spread on your behalf. Those that are your customers already represent your niche market and will spread awareness to those that fit the same demographic without you having to regularly spend the big bucks on paid targeted ads to reach these potential customers. The thought of posting daily can seem overwhelming, but the more you do it, the easier it is to get into a good groove and discover what posts work best for marketing your business.
Using a point-of-sale system while operating a dive center can allow you to easily manage client and sales data that can often help you to start your own email marketing campaigns. Since these all-in-one systems can be expensive, it’s important to research and get educated on the features they offer, so that the cost of the system has a good return on investment. These systems can also help you create customer reward programs that strengthen your relationships with your customers.
From the moment you meet a potential customer, diver, or prospective, that person’s impression of you and your business will be lasting. Treat each interaction like you would an old friend. Some large stores in other kinds of businesses have a greeter. Use that concept with your dive center. Every employee should be a greeter.
Training divers in our quarry
RETAILING
Harnessing The “Gray Tsunami” for Your Dive Operation
– by Gil Zeimer, ScubaStoryTeller.com
Whether you own a dive shop, liveaboard, or resort, the senior market is a substantial segment of our population worldwide. This “Gray Tsunami” is a demographic shift that continues to grow.
After all, according to the 2020 U.S. Census, there are more than 73 million Baby Boomers. This is America’s second-largest age group after their children, the Millennials, who were born between 1982 and 2000. Worldwide, that number is approximately 1.1 billion Baby Boomers, or 15% of 7.3 billion people, per Quora.com.
Furthermore, AARP states that every day in the U.S., 10,000 people turn 65, and that number will more than double to top 88 million people by 2050.
That’s an awful lot of seniors who could become your customers, despite their advanced ages.
The Gray Tsunami Stats in Black-and-White: Of the approximately 2.5 million divers in the U.S. and 6 million worldwide, divers aged 55 and up account for about 40% of all divers who responded to DEMA’s 2023 global survey (8,274 responses). That translates to an estimated 2.4 million divers globally in this age group.
Source: DEMA: 2024 Fast Facts: Recreational Scuba Diving and Snorkeling & 2023 Diver Survey
But Wait… There’s More: Not only are seniors diving all over the world, but they’re also highly likely to use a dive magazine in helping to make purchasing decision as shown in this table:
Additionally, divers 55+ compared to those ages 21 to 34:
Had 151% more friends that called themselves ▪ divers (15.2 vs. 6)
Were 434% more likely to make a hard goods pur-
chase in their last dive retailer visit (19.9% vs. 4.6%)
Were 330% more likely to have purchased travel in
their last dive retailer visit (7.0% vs. 2.1%)
And were 198% more likely to have been certified
all locally (59% vs. 30%)
Source: DEMA’s 2023 Global Diver Survey
Finally, senior divers in the U.S. alone spend approximately $3.8 billion annually (40% of an estimated global industry size of $9.5 billion).
Source: Cline Group Market Studies
We Have Lots of Time –- And Money –– to Travel.
Compared to our younger cohorts, we have lots of time to travel and even more disposable income for both exotic, regional, and local dive trips. Since most of us are now retired, we can afford to go on multiple dive trips a year to enjoy the fruits of our lucrative careers.
Marin Scuba Club members travel frequently to tropical destinations.
Many of us are even taking what I affectionately call “SKI” vacations, AKA “Spending Kids’ Inheritance” just to feed our need to get wet, usually in warmer waters for easier diving.
My Dive Club Members: Older, Wiser, and More Experienced.
The majority of the 70+ members of the Marin Scuba Club in Northern California (www.MarinScubaClub.org) are seniors in their 60s and 70s. One member was even diving into his early 90s. We plan multiple trips a year to tropical locations and local cold-water day trips.
In fact, over the past few years, a group of between 8
RETAILING
to 15 extremely active members have flown to Little Cayman; Puerto Galera and Buceo Aniloa in the Philippines; Cozumel, Mexico (twice); Roatan, Honduras; and Kona, Hawaii.
On the horizon, we’re even planning trips, later this year and next, to Bonaire, the Maldives, and the Dominican Republic on a liveaboard to snorkel with up to 7,000 humpback whales, and more.
A Few of My Club’s Seniors’ Dive Logs.
Dr. Virginia Bria was ▪ certified as a dive instructor in 1978 and has logged well over 5,000 dives on all continents except Australia. As an Explorer’s Club, Ocean Geographic, Sea Women’s Expedition, and Blue Green Expedition participant, she’s traveled extensively to remote locations to photograph marine mammals, corals, and oceanrelated topics to spread the word about the effects of climate change. Her dive buddies have included Michael Aw of Ocean Geographic, and Dr. Sylvia Earle, Mission Blue, while on their Explorer’s Club Expeditions in the Arctic and Antarctica. www.bellasirenaimages.com
Chuck Ballinger was 49 when he ▪ wrote his book, “An American Underwater Odyssey: 50 Dives in 50 States”. He officially logged over 950 dives since 1985 and earned 10 certifications. He dove until 62 when he got a nitrogen bubble in his shoulder which caused bone necrosis and was advised to quit the sport. He’s now 72 and misses getting wet. charlesballinger.com/page/writing
Liz Paris earned her Open Water certification at 65.
▪ She’s since journeyed to Bonaire; Roatan; Cabo Pulmo, Mexico; Grand Cayman; and two Hawaiian Islands to dive with her husband, certified in 1976.
I’m As Young At Heart as Ever: Personally, I have a lot to look forward to. My Dad lived to 89; my Mom was nearly 102; I’m in great health. I’ve dived more collectively in the past five years than in any decade since being certified in 1985. Since I’m in my 70s, and my wife is a nondiver, I’m taking more dedicated dive club trips.
When we were on a Western Caribbean cruise earlier this year, I even squeezed in three two-tank dives in Roatan, Cozumel, and Costa Maya, as well as a snorkeling excursion in Belize with the Mrs.
In addition, though I’ve had my antiquated regulator, second stage, and computer checked out before each trip for years, I’ve recently optimistically now invested in a new regulator and computer for diving in Hawaii this December and Palau next spring.
Don’t Overlook Senior Divers Like Me.
The bottom line: My “Gray Tsunami” audience is growing, vibrant, and not to be ignored. Though we may have some aches, pains, and surgically replaced joints, we also have pensions, IRAs, and Social Security income.
We enjoy diving with our dive clubs and our families. We appreciate “concierge” service, from having our tanks and weights carried to the dive boat by your staff, to having your crew set up our regulators and BCDs, to even helping us slip out of our gear after we ascend next to the boat and pull it aboard so it’s easier for us climb up the ladders.
Julie Finley was certified in 2005, but has made up
▪ for lost time by living in Palau, then visiting it twice a year from California ever since for dive trips. Her favorite dive services are Sam’s Tours and Palau Dive Adventures.
For all of this, we tip handsomely, and may return for another enjoyable trip if we’re treated well, especially with respect for our age.
If I can help answer any questions about attracting this cohort to your operation or destination, please reach out to me.
Dr. Virginia Bria in the Arctic fjords of Norway
BUSINESS EDU
Part 1: Rebreathers 101: The Individual Perspective
– by Jeffrey Bozanic, Ph.D., jeffbozanic.com
Jeffrey Bozanic has been diving rebreathers since 1988, and teaching the use of rebreathers since the mid-1990s. He has been certified on about 20 different rebreathers, and has taught on about a dozen different units. He is the author of Mastering Rebreathers, the seminal textbook on the topic, and was the senior technical editor of the NOAA Diving Manual (Editions 5 & 6). He has served on the Boards of Directors of NAUI, the Cave Diving Section of the National Speleological Society, the American Academy of Underwater Sciences (AAUS), and the International Underwater Foundation. He has also served on advisory boards for IANTD, SDI-TDI, and many university and NGO diving control boards. He has been recognized for his efforts to promote dive education and safety with the DAN/Rolex Diver of the Year, Beneath the Sea Diver of the Year (Science), NAUI Lifetime Achievement Award, AAUS Conrad Limbaugh Award for Scientific Diving Leadership, and the NOGI Award (Sports/Education).
So you own a dive store, or manage a dive resort, or captain a charter vessel. Current or potential customers call once in a while, asking if you sell rebreathers… or support rebreathers… or allow rebreather divers to dive with your operation. The answer currently is, “no,” but, “perhaps we should be looking at this.”
“But what do I know about rebreathers?” you think. “I know that they are expensive, used only by really advanced technical divers, are for diving super deep, and require lots of training. And I don’t have time for that right now.”
Misconceptions about rebreathers are common. This series of articles will look at rebreathers from a number of perspectives. This article will explain rebreather basics… how they work, benefits, market segments, and training requirements. Future articles will look at marketing rebreathers from different perspectives; dive stores, resort operations, and charter vessels. So join us as we explore how rebreathers can help you as an industry professional.
98% of the original oxygen it contained. The “open circuit” comes from the fact that the exhaled gas is released on every breath.
A rebreather performs three basic functions: (1) Recirculates the gas a diver is breathing, allowing the diver to breath the same gas over and over again (2) Removes the carbon dioxide generated by human metabolism, and (3) Maintains a safe level of oxygen in the gas that the diver breathes.
There are three major types of rebreathers. Each has different advantages and disadvantages, and each requires a different type and degree of training. The three classes of rebreathers are: (1) oxygen, (2) semi-closed circuit, and (3) mixed gas closed circuit.
What is a Rebreather? “Normal” scuba is an open circuit system. Combining a high pressure cylinder and a demand regulator, you inhale gas at ambient pressure, use a little of the oxygen in the gas, and exhale. When you exhale the gas, it bubbles to the surface, carrying as much as
Oxygen rebreathers are the simplest and least expensive rebreathers. As the name implies, the breathing gas is 100% oxygen. Because of this, the diver incurs no decompression obligation, as there is no inert gas. However, the maximum depth to which the units may be used is 20 feet of sea water (fsw/ 6msw), because of oxygen toxicity. Oxygen rebreathers are completely bubble free, so long as the diver maintains a given depth, or ascends slowly enough to metabolize oxygen by volume to counter gas expansion due to the ascent.
To allow divers to travel deeper an inert gas must be added to the breathing mix. Semi-closed rebreathers (SCR) typically utilize some type of enriched air nitrox
Photo by Elaine Jobin
Courtesy Jeff Bozanic
BUSINESS EDU
(EANx) as the base gas, which is an oxygen-nitrogen mixture containing more oxygen than air. The gas may recirculate through the breathing circuit several times, but a key feature of SCRs is that a portion of the gas is either continually exhausted from the system at a constant rate (constant mass flow), or as a portion of every (respiratory minute volume keyed). These systems allow divers to dive to depths of generally about 130 fsw, and are more efficient than open circuit scuba. However, they typically lack sensors that tell the divers exactly what they are breathing, and always have some bubbling occurring.
Finally, mixed gas closed circuit rebreathers (CCR) close the loop, so to speak, by recirculating all of the gas the diver is breathing. Oxygen from an oxygen cylinder is added to replace that which is metabolically utilized by the diver. As the diver descends, a diluent gas, typically air or trimix, is added to maintain the proper breathing volume. Oxygen sensors monitor the oxygen partial pressure, allowing the diver to stay within safe limits. Most CCRs are electronically controlled, automatically adding oxygen as necessary, and incorporate a dive com-
puter to calculate inert gas status of the diver. Nearly all of the rebreathers currently on the market are of this type.
Figure 1 shows a typical CCR. When the diver exhales into the mouthpiece, the gas is captured and carried to the scrubber. The scrubber is a chamber containing a chemical that removes the carbon dioxide that we exhale as a process of metabolism. From there, the gas flows to a collapsible bag called a counterlung. This is just a storage reservoir, holding the gas, pending us inhaling again. Oxygen sensors detect the level of oxygen in the gas. If the level is too low, then the controller (electronics) signal an electromechanical valve (solenoid) to open, and inject more oxygen. A 21cf (3L) cylinder can provide sufficient oxygen to allow a diver to remain under water for as much as 10 hours, at any depth! Now cleansed of carbon dioxide and supplemented with fresh oxygen, the gas travels through the supply hose back to the mouthpiece to be inhaled by the diver again. Diluent (usually air) is added to the mix as the diver descends, preventing the breathing mixture in the rebreather from becoming toxic from too much oxygen.
Dive into the fascinating world of marine biology with BENEATH THE BLUE PLANET! great for classrooms and every dive retailer’s library!
“An
in-depth resource to indulge our passion for scuba diving.”
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Figure 1: Mixed gas closed circuit rebreather (CCR) (Copyright 2012, Best Publishing Company, used by permission of the author)
BUSINESS EDU
Target Markets and Benefits: Rebreathers offer a number of benefits, each of which appeals to a different market segment.
Because the gas is breathed over and over again, instead of being “thrown away” with every breath, a diver can remain underwater far longer on much less gas. In fact, for some dives, rebreathers can be as much as fifty times more efficient on gas consumption than standard scuba. This is appealing to the recreational diver who has a high gas consumption rate, as it allows them to match the bottom time of their more efficient dive partners. It is also very important to advanced or technical divers. Diving activities which traditionally require vast quantities of breathing gas, like wreck penetration or cave diving, can replace eight or more open 80cf (11L) gas cylinders with a single rebreather.
Increased gas economy is of vital concern to deep divers who are using helium based gas mixtures. Helium, used in trimix diving to avoid the nitrogen narcosis caused by diving air at depths in excess of 130fsw (40msw), now costs about $1.50-$4.00 USD per cubic foot ($0.05-0.14/L), depending on where in the world you are trying to buy it. The median price is running about $2.50/cf ($0.09/L). At the upper end of the scale, it costs about $440 to fill a set of twin 100cf (14L) cylinders with Tx15/55 (15% oxygen, 55% helium), a gas mix that might be used for a dive to 300fsw (90msw). That is $440 for a single dive! The same dive could be done on a rebreather for about $44, or about 10% of the cost of an open circuit dive. (Note, the rebreather diver still needs to pay for an oxygen fill, and for the chemical consumable absorbent, but the costs of those consumables is typically less than the cost of the gas used during decompression by the open circuit diver.) This is a significant savings, especially if the diver is using trimix regularly.
tacular images.
CCRs can be regarded as “on the fly” nitrox mixing machines. They automatically provide an optimal nitrox mix for the depth you are at. This provides benefits with respect to decompression. As one example, using a properly set CCR, the diver can quadruple the no-decompression time for a dive to 60fsw (18msw). CCRs can also be set so for shallow dives, the dive physiologically is “surface interval,” even though the diver might 30fsw (9msw) deep. That allows a vacationing diver to get more dive time in on their vacation, or even allow for the diver to dive on the morning of the day that they will be flying back home. Typically, when I am at a resort with open circuit divers, I get twice the bottom time in during the week as the average typical scuba diver.
Finally, marine scientists or other working divers experience all of the above benefits, plus the benefit of actually being able to work an entire day underwater. During open circuit diving operations, scientific divers frequently have to surface multiple times to change out empty cylinders for full ones, or spend time off gassing dissolved inert gas from their bodies before diving again. Rebreathers increase working efficiency by minimizing that overhead time. If they are working from a research vessel, which can cost in excess of $20,000 per day, the increase in work efficiency becomes extremely important with respect to overall cost savings.
Open circuit scuba makes bubbles. Lots of bubbles. And many marine animals avoid bubbles, staying 40-50 feet (1215m) away, or more. Eliminate the bubbles, and you can get much, much closer to many animals. Animals also act more naturally. Photographers love this, because they can approach close enough to get better images… often spec-
Training: Obviously, using rebreathers requires specialty training. Like open circuit training, there are a variety of certification levels in rebreather training. Some agencies offer “Recreational” certification levels, with depths being limited to 70fsw (21msw) using units specifically designed or modified for the recreational user. Specialty rebreather courses qualify the user to go to greater depths (100fsw/30msw, 130fsw/40mse, etc), use gas mixtures other than air as the diluent (various helium-based/trimixes), or use rebreathers in advanced environments, such as in caves or for wreck diving.
Similarly, many agencies support courses in rebreather training. NAUI, PADI, TDI, IANTD, RAID, and many
Photographers often enjoy rebreathers
BUSINESS EDU
others have standards for rebreather courses. Note that not all agencies support all rebreathers, nor do all of them provide training for all types of advanced uses of rebreathers. One notable trend is the development of ISO standards (International Organization for Standardization) for rebreather training courses which have recently been established in Europe. Since adherence to these standards is required for instruction in Europe, many of the agencies are modifying their instructional standards to comply with ISO requirements. This may be a topic for a future article.
One major difference between open circuit and rebreather training is the type rating. When we train divers on standard scuba equipment, their certification card allows them to use any manufacturer’s equipment. Even if there are differences between regulators, or BC inflator design, or cylinder valves, a certification card allows the diver to use any brand equipment that they wish. Rebreathers are different. The student trains on one model rebreather, and
when the certification is issued it delineates the rebreather that the user is qualified to use. For example, the card might read “Rebreather Diver—Liberty Rebreather.” If the diver wants to use a different rebreather, they must take additional training to receive a different type rating for that new unit.
Finally, instructor training courses, requirements, and privileges also vary. Issues impacting dive instructors will be covered in a future article in this series.
DEMA SHOW
A Retailer’s Perspective: The Value of Education and Networking
– by Peter Letts, owner of Abyss Scuba Diving, Sydney, Australia
Abyss Scuba Diving, based in Sydney, is eagerly preparing for another rewarding trip to the DEMA Show in Las Vegas this November. Despite a round trip of over 23,000 km, Abyss believes the journey will be well worth the time, effort, and cost. The focus remains on the event's core values: education and networking. DEMA offers unparalleled opportunities for connection, enabling our team to engage with industry leaders, forge new partnerships, and share insights with fellow professionals. With a 22-year history and attendance at 14 shows, save for the last four disrupted by the COVID-19 pandemic,
Conclusion : As you can see, there is a lot to learn about rebreathers. But the potential benefits are tremendous, and tremendously exciting. Future articles in this series will look at rebreathers from the perspective of different industry stakeholders. We will also delve into basic economics of rebreather use and support. Next month we will continue with the dive store perspective.
Abyss has often flown up to three staff members from Sydney for the DEMA Show. While the exhibits are the main attraction for many, it is the seminars, educational sessions, and invaluable networking experiences beyond the bustling halls that truly fuel Abyss's commitment to regularly participate in the DEMA Show.
The Heart of DEMA: Seminars Beyond the Exhibit Halls
At the DEMA Show, the exhibition floor is brimming with valuable knowledge and expertise. However, it is the seminars and educational sessions that are the main draw for Abyss Scuba Diving. These sessions are indispensable to the DEMA experience for the Abyss team.
Use a rebreather to approach and photograph Sperm Whales
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DEMA SHOW
Through these tailored seminars, they gain deep insights into industry trends, technological advancements, and best practices, enriching their understanding and propelling them toward excellence.
Each year, the team carefully selects sessions that align with their goals and interests, eagerly anticipating the valuable knowledge they'll acquire. Whether exploring the intricacies of dive safety protocols or enhancing their social media presence, each session provides valuable insights. Engaging with industry veterans and participating in stimulating discussions further enriches their experience, allowing them to bring cutting-edge knowledge back to their operations. The expertise gained from these seminars translates into significant advantages, including improved social media strategies, enhanced point-of-sale systems, and stronger relationships with customers and key industry players.
Networking Gems: Connecting Beyond the Surface
Beyond the educational aspect, DEMA Show provides an unparalleled platform for networking and fostering meaningful connections within the diving community. The value of engaging in PADIs' social events, attending the DEMA Award Party, and interacting with like-minded professionals cannot be overstated. It is through these interactions that ideas are shared, partnerships forged, and industry relationships nurtured, ultimately contributing to Abyss Scuba Diving's growth and success as a dive centre.
Plan, Engage, Excel: Maximizing DEMA Opportunities
Over the years, Abyss staff have returned from the DEMA Show with innovative retail dive shop layouts, improved online and social media presence strategies, better diver training methods, and even simple, yet effective, ideas like optimal phone answering techniques.
These educational opportunities make the DEMA Show a crucial event for Abyss Scuba Diving, continuously inspiring their commitment to innovation and quality in scuba diving.
Elevating Industry Knowledge: Investing in Seminars
While the exhibition hall offers a look at the latest gear and innovations, the seminar rooms are where true industry leaders are forged. Prioritising seminars over floor displays is a strategic choice that Abyss feels gives them a significant competitive advantage upon returning to Australia. Their dedication to learning from industry experts, gaining insights on emerging trends, and honing their skills through specialised sessions underscores their commitment to continuous improvement and staying ahead of the curve.
As they gear up for another enriching experience at DEMA Show 2024, their mantra remains clear: plan, engage, and learn. By setting seminars as their number one priority, utilising the DEMA App for seamless scheduling, and actively participating in networking events, Abyss Scuba Diving ensures that their investment in DEMA transcends mere exhibition visits. It is about investing in knowledge, building connections, and elevating their standards to lead the industry forward.
In conclusion, while the allure of the exhibition floor at the DEMA Show is undeniable with its vibrant displays and cuttingedge dive equipment, the true essence of their attendance lies in the educational opportunities and networking experiences that shape their growth and influence within the scuba diving industry.
For Abyss Scuba Diving, the seminars are not just sessions; they are comprehensive deep dives into the latest industry trends, techniques, and research. These seminars offer valuable insights that drive innovation and excellence within their team. They are the cornerstone of their continuous learning journey and a testament to their unwavering commitment to excellence, ensuring they remain at the forefront of the scuba diving community.
email Peter
Abyss at DEMA
Reaching Out Awards Night
DIVE GOD DIARIES
How it All Began
– by Neal Watson, Sr ., Scuba Diving Industry’s Editor-at-Large
After leaving high school and working at a gas station, racing motorcycles, and free diving on weekends, I realized I wanted more adventure in my life. I had a high school coach who was an ex-Marine and a real macho guy that I admired, so I decided at 18 to join the United States Marine Corps.
Growing up in Florida and living on a lake, near the ocean, and close to the Florida springs, I had my first diving experience at the age of 13 in a Florida spring and became obsessed with diving. During two years of my four-year Marine Corps enlistment, I was stationed in Okinawa and the Philippines, where I had the opportunity to dive in some pristine locations and further my interest in diving.
After my four-year enlistment in the Marine Corps, I returned to my home in Daytona Beach, Florida, and realized I had to make a living. I happened to see an ad in the local newspaper advertising for police officers. I thought that would be a cool and exciting job, especially in Daytona Beach, where Spring Break was in its heyday, along with the auto races and Bike Week. So, at 23, I joined the police department, where I also had the opportunity to be part of the dive team. Unfortunately, being a police diver was certainly different from diving in the Pacific, considering most of the dives involved recovering bodies or weapons in canals and drainage ditches with zero visibility.
fering me the job in Freeport, Bahamas. I asked when they would like me to start, and they said preferably the next day. I advised them that would be impossible because I owned a home and my wife was out of the country, but I said I could be there in two days.
Flying into Freeport, I knew my new job in the Bahamas was in security, but looking down at the most beautiful water I had ever seen, I knew that diving would be my future in the Bahamas.
After working for the hotel and casino for a while, at 25, I saw an opportunity to start my own business. So, I set up a guard dog business and private security business.
During this time, I met a gentleman named Fred Baldasare, who became my hero and mentor. Fred had swum the English Channel and the Straits of Gibraltar underwater and had moved to Freeport to start a glass-bottom boat - snorkeldiving business. I approached him about being involved.
I absolutely loved being a police officer, but unfortunately, in the early '60s, the wages were not favorable, so after three years, I decided to make a career change. While working night shifts at the police department, another officer advised me of a job being advertised in the Bahamas for the head of security at a new hotel and casino that was opening. Not even knowing where it was, I sent in a resume. On the last day of my employment at the police department, I got an overseas call from the Bahamas of-
This was 1965, and PADI did not exist. NAUI was just starting, and YMCA had a dive program. Basically, all of our divers were ex-military divers or resort course graduates. We had the boat at a marina but promoted our trips out of the local hotels. Our basic marketing 101 was Fred would come down to the pool where the tourists were lounging and bring a few sets of dive gear. He would introduce himself as the dive instructor and ask the guests if anyone would like to try scuba diving. I would be lounging in one of the chairs, and if nobody took Fred up on the offer, I would volunteer to try it. After a brief intro, Fred would put me in the pool, and we would make a few laps around the pool. You have to realize that back then, almost nobody had ever seen someone scuba diving, and it would draw a crowd around the pool. After a few laps, I would come up and say, "Wow, that was fun and easy," and we would get a half dozen or so people to sign up for the resort course dive. The next week, Fred would be the shill, and I would be the instructor. To be continued...
Author’s World Depth Record Dive in 1968
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RETAILING
Dive Shops Need an At-Once World
– by Jeff Cinciripino, Owner of Scuba Shack, Rocky Hill, CT
Jeff is a PADI Master Instructor with 20 years experience, training divers at all levels. Jeff is the author of "Scuba Shack Weekly" - his dive shop’s blog. He is also host of a bi-weekly podcast "Scuba Shack Radio" now in its 6th season. Jeff is an accomplished writer and the author of "Your Next Dive - My Adventures in Scuba Diving" published in 2022. Jeff is founder/president of Scuba Educational Alliance of Connecticut – a non-profit fostering a new generation of ocean stewards through diving education. Jeff also serves on the DEMA Board of Directors.
We live in an at-once world. As consumers we are only a few mouse clicks away from having products delivered to our doorstep. Consumers expect that UPS, the Post Office, FEDEX or Amazon will show up at their house with their latest purchase; in some cases the same day. This at-once world is great for individuals who know what they need, know what they are purchasing and know how to use what they are acquiring. We all leverage and have come to embrace this at-once world.
As a small local dive shop, an at-once world supporting inventory management is a lifeline. We need to have access to vendor inventory that is available and expedient. Let’s take a look at why a local dive shop needs to leverage at-once procurement.
Inventory Challenges: Small niche businesses face the ongoing challenge of proper inventory. These challenges include:
● Cost ● Number of vendors
● Space ● Discontinued products
There is the challenge associated with the cost of maintaining a wide and deep inventory. Unlike some industries, a small local dive shop must purchase their inventory. We don’t pay for the product once we sell it, we own it and must sell it. Investing in inventory is a tricky business, you need to balance what your customer needs with what you expect to sell while not cashstrapping your business. Pre-booking orders a year in advance is extremely difficult, specifically when you are not guaranteed that the products you need will be available from the manufacturer at the time the pre-book is scheduled to ship. You are essentially tying up your budget and lack the flexibility and nimbleness to react to changes.
Inventory takes space. Having a large inventory may require you to juggle the space available to optimally store your inventory. You must be able to organize effectively and be able to get access to the equipment quickly. Square footage may be at a premium in the dive shop and you need to consider how much of that premium commodity is allocated to a large inventory.
While not directly an inventory challenge, the large number of manufacturers, vendors, and suppliers does take a bit of a toll. You may not want to be all-in with a single dealer and therefore must balance your inventory across multiple providers and understand the various systems and methods associated with their business models. Again, this might not be a direct challenge but does inject complexity.
Finally, when you invest in inventory, you are sometimes making a bet that the product will not be discontinued by the manufacturer any time soon. Having discontinued items that no longer have pricing restrictions eat into your margins as they are quickly discounted online. When you need to discount the item to entice the sale or match the online price of this no longer available product, you have lost the revenue you expected when making your investment in inventory.
Customers’ Needs and the Value of Physical
Interaction:
Small local dive shops are not like your big box retailers or mega home improvement stores. The flow of customers is sometimes sporadic and may not be predictable. There are some weekends where there may be a procession of divers coming into the shop and then there are days perhaps when the door chime doesn’t ring. With this unpredictable flow, can you reasonably expect to have exactly what every customer needs in your inventory?
Our industry is flooded with choices from numerous
Scuba Shack’s Inventory Room
RETAILING
brands that compete for marketshare. Whether it be the numerous dive computers with various features and functions or the plethora of masks, the choices are overwhelming. Equipment choices are compounded by the various styles, color, and size. Boots, fins, masks, buoyancy compensators and exposure protection must be sized correctly. For wetsuits, the choice is multiplied by thickness thus becoming an even more difficult item to have in stock.
As a small local dive shop, we pride ourselves on the consultation we have with our customers. For products that require sizing, the time is spent to make sure they zero in on the right size, ensuring comfort and performance. By leveraging our knowledge of the products and the ability to try on various sizes and styles, we can determine the right product for that customer. By having the ability to quickly get the size and style that works for them when you don’t have it in inventory is essential.
Here is an example of how this works well. As mentioned, wetsuits are a very challenging item to keep adequately stocked. With the variability of body shapes and sizes, we approach this by working with the customer to first consult a detailed sizing chart and begin to narrow down their potential sizes. Next, many times we have a suit in the size they require in our rental fleet. There is no better way to zero in on the fit of a wetsuit than by trying it on as the sizing charts may not be accurate for that customer. Even though our rental fleet are 7 mm wetsuits, the fit across the various thicknesses for this particular vendor is very consistent. With our consultation and fit complete, we can focus on the specific style and thickness. As the customer makes their final decision, we can go online, enter the vendor's B2B system and determine if that product is available. If it is, we immediately place the order and it arrives at our shop within 2 business days. Normally, our customers are happy with that delivery. Once the suit comes in, our customer returns, tries it on to make sure there are no issues with the size. This is a perfect example of at-once inventory management working extremely well for a small business. Our customers are happy with the service and they truly value the process.
once service. They are well positioned with inventory and are able to deliver products quickly and predictably. That is the key. Customers are willing to wait but not too long. With quick and predictable delivery, you can easily set expectations that are acceptable to the client.
There are other opportunities for dealers to help small local dive shops with inventory challenges. In some cases, it may be appropriate to have certain products drop shipped directly to the customer. This may not be appropriate for all products such as a regulator that need to be assembled and tested or proper fitting of a BC. In this scenario, the customer would come into the shop, consult with the staff on their specific needs. Once availability is established with the supplier, the product can be delivered directly to the client when there is no added value for them to return. The customer has effectively leveraged the local dive shop and the local dive shop has booked the sale and the supplier has delivered their product. This is a win for everyone involved. Drop shipping may not be appropriate for everyone. However, the local dive shop who knows the client, can effectively leverage this option.
Your Inventory is Still Important: Yes, we do live in an at-once world and your customers are tapping into your at-once inventory. Maintaining the right inventory is imperative. Reviewing your sales records for the various products, colors, sizes and timing is critical to ensure you have the right inventory. This review will give you a level of predictability for product sales and these are the items that should be reasonably stocked and not overstocked. Then again, the local dive shop needs to tap into the atonce lifeline of the vendors to ensure that restocking of these items is also expedient.
Inventory management for a small business is essential yet challenging. With all the pressures facing the local dive shop in today’s economy, your at-once lifeline should consider those providers best positioned to deliver. By having robust business-to-business systems along with fast and predictable delivery, you will be well positioned to address the challenges associated with your inventory.
There are other providers who offer this level of at-
SAFETY
The Value of Your Customers Taking Refresher Training
– by Dan Orr, President, Dan Orr Consulting
For whatever reason, whether it is family or career obligations or the availability of a diving companion, we may have taken some time away from scuba diving. When that urge to submerge overcomes all other obstacles, we must be careful that our enthusiasm to return to the water doesn’t overtake our ability to use all the skills necessary to safely and enjoyably return to diving. Scuba diving is not, as the old saying goes, “like riding a bicycle.” We, therefore, must understand that a prolonged period with no diving means that our skills, especially the critical psychomotor emergency skills may have significantly degraded over time.
Skill degradation refers to the loss, decay or deterioration of trained or acquired skills and knowledge after a period of nonuse or, in our case, nondiving. Skill degradation is a potentially serious issue and certainly problematic in situations where we may not use or practice our skills for extended periods of time. The old adage of “use it or lose it” certainly applies to our most critical diving skills.
Every diver training program introduces diving students to all the skills they are going to need to safely enjoy the wonderful sport of scuba diving. The training regimen also includes the concept of overlearning where students practice the skills multiple times so that those skills can be used efficiently during diving activities without the need to think your way through each step. This is especially important for those complex psychomotor skills that are necessary in dealing with a crisis underwater such as the exchange of breathing gas in an out-of-breathing gas emergency. Without regular practice and reinforcement, our ability to successfully use those skills in a crisis situation can be problematic.
The concept of skill degradation, sometimes referred to
as “skill decay or deterioration,” is a function of time. Many of our most critical diving skills, especially those necessary to manage a diving emergency, are complex psychomotor skills that, without frequent practice and reinforcement, certainly do degrade over time. While there is little published research or studies specifically addressing the degrading of critical skills in scuba diving, there are published studies on the loss of proficiency in complex psychomotor skills necessary to adequately perform emergency first aid, surgical and piloting skills as a function of time without practice.
There has been considerable published research on the evaluation and optimization of methods for maintaining or retraining skilled performance by the medical community, private and commercial pilots and the U.S. military. In research involving deterioration of skill performance in paramedics, it was shown that Advanced Life Support (ALS) skills deteriorate significantly within six months following the paramedic’s completion of their training class. With third-year medical students, there was a significant decline in emergency skill performance after six weeks of nonuse and nonpractice. When nurses were evaluated for the retention of Advanced Cardiac Life Support (ACLS) skills only 30% passed the skills test at three months and only 14% passed the skills test at twelve months. There is also a significant amount of research on skill degradation in pilots both civilian and military. Elements of pilot skill degradation, as a function of time without practice has been extensively evaluated. These studies involved both emergency procedures (combination of cognitive and psychomotor tasks) and flight control (primarily continuous psychomotor tasks). The results showed that both procedural and control skills deteriorated significantly after one to four months of inactivity. In studies involving U.S. Military Reservists, the correlation between skill retention and the length of no practice or nonuse interval was distinctly negative. That is, after
SAFETY
more than 365 days of nonuse or nonpractice, the average reservist was performing essential military skills at a significantly lower level than before the nonpractice interval.
Knowing that skill degradation is a function of time associated with nonuse, think back to the scuba course you took where you learned the complex skills involved in diving or the last time you practiced critical diving skills necessary to successfully manage complex and stressful situations underwater. From the moment you finished the course or last practiced your skills, your knowledge and skills began to degrade. This phenomenon is a fact of life. But what can we do about it? Safety-conscious divers understand that, once our formal training is over, we have the responsibility to maintain our skills at a level where we can act and react with the speed and proficiency necessary to safely manage any situation.
social interaction that brings its own set of benefits. If your dive center has its own club or is affiliated with a local club, refresher programs are a perfect way to bring in and retain members. Dive clubs may provide opportunities for organized pool practice sessions and even openwater dives structured to allow divers to re-familiarize themselves with their equipment and skills at a shallow, benign dive site.
A well-informed dive center, dive club or instructor should make it clear to students at all levels that a refresher-type course is critical to students, especially those who have been away from the sport for a prolonged period of time, in order to
maintain diving proficiency. Not only is this important for divers but, a well marketed refresher-type course could be a boon to dive centers, clubs and instructors.
Dive centers and instructors understand that, if divers have been away from the water for an extended period of time, they may need, and can certainly benefit, from a formalized method of refreshing diving skills under the supervision of training and qualified instructors. This can be done through formalized refresher training programs. These types of courses may have a variety of names including, but not limited to, Refresher, Rusty Diver, Reactivate, Scuba Tune-Up, and others. The value of such refresher training programs cannot be overstated both to the individual diver but also to the dive center. The more successful refresher programs are those that offer a way to refresh their skills and also learn about new equipment innovations that they may not be aware of. Dive centers have an ideal opportunity to introduce these divers to new equipment and, ultimately, dive travel or other organized diving opportunities. Refresher programs should be offered in a non-intimidating way that reinforces the benefits of the
Scuba diving is like no other sport on earth so ensure that when your customers return to the water, they do so safely and responsibly.
References: Degradation of Learned Skills. Sitterley, Thomas. NASA. 1974.
Measuring Skills Degradation Over Time. Corry, Megan.
EMS World. March 2018. Evaluation of Staff’s Retention of ACLS and BLS Skills. Smith, K. et al. Resuscitation. Vol. 78. Issue 1. 2008. Pgs. 39-45.
Factors That Influence Skill Decay and Retention: A Quantitative Review and Analysis. Arthur, Winfred. Et al. Human Performance, 1998.
Scuba Diving Safety. Orr, D. and Douglas, E. Best Publishing Company. 2007.
101 Tips for Recreational Scuba Divers. Orr, D. and Orr, B. WiseDivers.com. 2023.
Normalization of Deviance aka Shortcut Mentality. Orr, Dan. DeeperBlue.com. 2021.
email Dan Orr
TRAVEL
The Evolution of ‘The Bottom Line’ – Relevance for the Dive Tourism Industry
– by Terry Cummins, OAM, Ph.D., CEO, Terrence Cummins International Business Coaching & Consultancy
Terrence (Terry) is a diver, photographer, writer, and educator and has been a senior executive of diver training agencies. Terry has a long list of prestigious awards and accomplishments, including an Order of Australia Medal for his contribution to scuba diving.
The term: ‘The bottom line’ originates from as far back as the 1920s when accountants and financiers coined the term to refer to companies drawing a distinct line at the base of their balance sheets showing whether they had earned a profit or loss for that year. These days, the phrase is often used more broadly to summarise the fundamental and most important factor in a dialogue or report.
In 1994 a renowned researcher: J. Elkington, took the concept of the bottom line and published a groundbreaking academic paper – ‘Towards the sustainable corporation: Win-win-win business strategies for sustainable development’. This paper set the scene for the arrival of the concept of sustainable business development and practices involving the integration of environmental thinking into every aspect of social, political, and economic activity. Before this time researchers looked at business modelling mainly as a product of economic and sociocultural/demographic factors with little or no reference to the impact of the environment as a contributing factor to their long-term sustainability (LTS). 10 years later, Elkington also published: ‘The triple bottom line: Does it all add up’. As a result it became generally accepted that the sustainability of a business owed its success to the triple bottom line comprised of economic, sociocultural, and environmental factors. So let’s look at a brief history of these factors in the context of the recreational scuba diving industry (RSDI), recreational scuba diving tourism (RSDT) destinations and dive businesses.
demand, and price) and macroeconomics (i.e. condition of the overall economy) plays in relation to our businesses’ short-term, and certainly long-term sustainability (i.e. business health). That is, the perpetual ups and downs of supply chains conditions, sales trends, local, regional, and international economic trends have clearly illustrated the importance of economic factors in the sustainability equation, so there is no need extrapolating further here.
The importance of sociocultural/demographic factors was something we started to pay attention to a while back, especially when we began thinking about those that vitally contributed to our business success more as customers/clients than just divers needing a black wetsuit. Furthermore, we began to realise that our customers were not all the same (e.g. men, women, age and size ranges, disposable income, different desires, wants, needs, cultural variations). The big players in the dive industry also realised as they expended their operations internationally that a home-grown business strategy did not necessarily work globally and began to address these differences –in some cases with the establishment of local area offices. (e.g. they found a successful strategy in the US may be quite different to one used in China, or even to Australia).
For us, whether we are a retailer, tourism destination or a publication, we have recognised for some time how important the role of both microeconomics (i.e. supply,
Although it was always there, the third component of the triple began to show its importance in our industry with the emergence of company conscious entities. PADI’s ‘Project AWARE’ and many others began to emerge including manufacturing companies like ‘Fourth Element’ basing their production line on recycled materials. Similarly, dive publications moved from “look at this fish” themes to “how do we care and protect this fish into the future”. No longer was “the sale” all about features and benefits, the latest space age materials, or cool learning system but a call for us to provide our customers with a clear “we care about the environment”
A theoretical model that can be used to explain the major factors that impact a RSDT destination’s (or dive business) LTS (long-term sustainability) by Terry Cummins, OAM, Ph.D.
message. As a business that relies so heavily on the environment this was a no brainer for us and as we often say: ‘divers are amongst the most environmentally conscious people on the planet”. I like to add: “they will not dive in a lifeless sewer so if you want to maintain the sustainability of your business – think eco.” That is, we must never forget how critical our long-term business sustainability is based on the attention we place on environmental factors whether that be on a local (e.g. your dive sites) or global (e.g. climate change) scale.
Therefore, over the years, we in the dive industry have lived with, and been impacted, by the triple bottom line. But also over time the triple has evolved into the ‘quadruple bottom line’ as researchers and academics acknowledged more and more the impact of ‘governance’. In RSDI this factor is everything from local and national law maker’s policies to rules and standards set by your suppliers and training agencies. In respect to the later, and by way of example, in some parts of the world, like Queensland Australia, the State Government has developed a ‘Codes of Practice’ since 1988 for dive operators in regular consultation with the industry. It is supported by compliance legislation while at the same time is reflective of the World
Recreational Scuba Training Council (WRSTC) and the International Standards Organisation (ISO) standards and protocols. As someone once said: “if governance was not important, there would be no need for diver training agencies”.
Not to complicate the evolution of the bottom line too much, we must also acknowledge that we are constantly moving forward and in terms of the major factors that impact our business sustainability. Researchers including myself, have continued to dig deeper into its evolution. For example, I contend that in recent years an additional two major factors have emerged that deserve individual recognition. Firstly, I want to take you back to my March article in Scuba Diving Industry Magazine and the first of the “Five Steps To Success.” I pointed out when I first started working with a client as their business consultant and coach, I never start with their spreadsheet (i.e. microeconomics). The first step in future proofing and sustaining your business is to know the factors that support your overall goals. Equally important is how those in your supply chain and fellow industry participant’s behaviour (via their needs, wants and desires) impacts your goals and sustainability. Therefore, ‘stakeholder needs and influences’ is
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certainly a contender as a fifth factor.
One of the most obvious factors to emerge as the sixth contender is the impact of innovation and technology. Some might say the RSDI has not changed much – it is just a tank and a regulator. But is this true? Especially when we see the constant development in dive products on the hardware side and customer management systems on the administration side.
So how can we utilise this history of the bottom line? In my case, and following extensive research, I developed a theoretical model in 2021 that showed how these six major factors impacted a RSDT destination’s LTS – Cairns on Queensland’s Great Barrier Reef – one of the worlds, and certainly Australia’s, largest dive market. Regardless of where the case study research was conducted in developing this model, it is useful for other dive destinations and individual dive business with only minor modification. For example, you can simply change: “coral reef” to just: “reef”.
In my model, the major factors are illustrated in six individual cells and are shown in blue. The elements that make up the major cells are colour coded to assist interpretation. In some cases, and for simplicity, the model could not name all the components imbedded in each cell. For example, the influence of tourism cohorts such as backpackers can be assumed to be contained within the market and sociocultural cells. The linkage and interaction between the major factors and their components are also shown. The linkages between cells have no inferred direction since it is assumed that interaction between connecting cells can involve two-way impacts. Some elements of the model also display complex relationships resulting in multiple linkages. For example, Dive Tourist (DT) ‘needs’ have linkages with market origins, service levels, social media and environmental influences. One thing for sure only when you have a clear idea of these major sustainability factors, can you coordinate them into the development of written business, marketing and strategic plans for your LTS.
email Terry
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Take a Suitcase – Change a Life!
– by Theresa Aranda, Not Just Tourist Foundation , Orange County, CA
As an enthusiastic diver and traveler, I am constantly seeking opportunities to support the communities I visit worldwide. During a travel show last year, I came across Not Just Tourists and have since provided free medical supplies to Belize, Costa Rica, and Indonesia. On the remote island of Pulau Paramaan, a clinic staff member expressed immense gratitude upon opening the suitcases. He informed us he had used the last bandage the day before and was uncertain when supplies might arrive by boat.
Not Just Tourists (NJT) Orange County collects donations of surplus medical supplies from hospitals, pharmacies and other sources which would otherwise be discarded into landfills due to US regulations. They pack those supplies into donated suitcases for delivery by travelers visiting developing countries. Loaded suitcases are provided by NJT for free from various pick-up locations throughout Southern California, or a suitcase can be sent to your location for a nominal shipping fee. With chapters located in Canada, United Kingdom, and the United States they can also refer you to a locale near you.
The process for taking a suitcase is quite simple and begins with a visit to the Not Just tourists web site to click on the “Take A Suitcase” tab. Complete the form with information regarding your upcoming trip and it sets the process in motion. Each bag comes with a full inventory list and a set of documents describing the contents as a donation for humanitarian purposes, with no value for customs. NJT asks that you unpack the suitcase and repack it so you can truthfully answer you packed the bag yourself. Suitcases do not contain any medications, liquids, or expired materials. Upon arrival at your destination, you can inquire with hotel staff, drivers, and tour operators, to
find a local clinic to deliver to or check NJT’s clinic list for a referral.
By partnering with NJT your dive operation can demonstrate a strong commitment to corporate social responsibility. Your clients have the chance to engage with the communities they visit. This experience enhances their travel in a unique way, making it more enriching and unforgettable. By diverting medical supplies from landfills and putting them to beneficial use, we all collectively reduce waste and promote sustainable practices in the travel industry.
Show your support for NJT on your website and in marketing materials. Tell your clients they can request a free suitcase when they book a trip. Participate with your clients in delivering their medical supplies to local communities in need or adopt a clinic of your choice to support the local population.
Not Just Tourists has already made a significant impact by providing medical supplies to clinics in over eighty-five countries. With your partnership, they can expand their humanitarian efforts and help even more communities in need. Travelers get the chance to give back to the communities they visit, in real and personal interaction with local people. Delivering medical supplies takes little time, and creates unique, enduring memories well beyond what most tourists experience. Traveling becomes more than just a leisure activity; it becomes an opportunity to make a meaningful impact on global healthcare.
Visit us at this link to learn more or sign up to take a suitcase on your next dive adventure.
“Take a Suitcase - Change a Life!”
Joy Feulner, Taiof Island, PNG
ECO PRO
Redefining the Dive Professional: How to Create ECO PROs
– by Alex Brylske, Ph.D., President, Ocean Education International, LLC
If you have been following this column recently, you'll recognize a recurring theme of distinguishing scuba instructors from dive professionals. I introduced the idea in my column “Don't be Just Another Instructor” in the March issue, where I emphasized the need for those entering our industry to grasp what I term the "Big Picture." I explained how failure to acquire a broad understanding of environmental and social trends affecting the scuba industry is a surefire path to mediocrity and a very short career. In a follow-up article last month, “What is an Eco Pro and How Do They Help Our Industry?” I described the shortcomings of our current instructor training model and articulated six areas we must address to improve our industry’s professional development process. Implementing such fundamental changes to an existing professional development program may seem daunting, but it’s not impossible. But if you do, I assure you that it will improve the quality of your graduates and earn you more money.
Scuba Diving Instructor by Darcy Kieran of the Business of Diving Institute. It provides a candid and thorough overview of the realities and challenges one will face embarking on a career as a dive professional. A second free resource is my own YouTube channel. You will find two videos from my company’s professional development series pertinent to this issue, “Deconstructing the Dive Industry” and “Merging Business and the Environment: Implementing and Marketing Sustainability.”
Of course, the main obstacle or objection to implementing the model I described is the time commitment required. Instructor training programs have evolved historically around a format of about one week, and as I explained previously, the ECO PRO course that I currently teach requires six days. So, it’s understandable that many will find it difficult to justify lengthening a course that currently takes about a week to at least two. But there is an alternative. Each of the six issues I addressed last month can be addressed through existing online training and other self-directed resources requiring little, if any, additional face-to-face classroom time. While this may not be ideal, it is an alternative to doubling the length of a course. So, let's review the issues and explore some of the resources and strategies you can incorporate into your training programs immediately.
Business Perspective: The first step in gaining a broad perspective on the nature of the scuba industry is reading the excellent book Your Career and/or Life as a
Sustainable Dive Practice: Regarding sustainable diving practices, every dive professional should take the Green Fins Dive Guide E-course, which I require of all my students. In some regions, this course has become a prerequisite for employment, a trend which I think will become more common. (You should also know this course has a diver-level version, which can be a great addon to your open water or advanced courses.) Furthermore, there’s a relevant chapter in my book Beneath the Blue Planet called “Responsible Diving” and another video on my YouTube channel entitled “Doing the Right Thing: A Guide to Sustainable Diving Practice.” This past year, I also produced an online course called “Sustainable Dive Leader” in partnership with the Ocean First Institute, which the Institute has made available free of charge. The program covers many aspects of the video referenced previously, “Merging Business and the Environment,” but delves into more detail.
Marine Ecology and Conservation: The real inventory of the scuba industry is not the equipment we use but Earth’s coral reefs because, if there were no reefs, there would be no reason for the diving industry. So, it stands to reason that every dive professional must have a thorough working knowledge of how these ecosystems function and the challenges they face. This is why I devote an entire section of my book Beneath the Blue Planet to this topic. To reinforce the concepts further, I've also created a comprehensive 17-lesson online course called “Cities Under the Sea: An Introduction to Coral Reef Ecology” and offer it at no charge. You should also consider adding to your resource library a well-illustrated and
Top Press Releases From May 2024
– by Scott Jones, President, Dive Newswire Press Service
DiveNewswire is the dive industry's WEEKLY dedicated news release and feature distribution service. Founded by Scott D. Jones in 2001, DiveNewswire continues to serve the dive industry with news releases, announcements and timely industry-specific features each week targeted specifically for dive industry professionals. For more information, send an email to EDITOR@DiveNewswire.com or call 714-931-4895. Scan or click on any of the QR codes to see the full releases.
A New Episode of “Level UP” Diving Industry Podcast is Out Now Scuba Diving Industry Magazine Goes Deep With Our May Writers – “Level Up,” hosted by Greg the Dive Master of Scuba Radio, William Cline, publisher of Scuba Diving Industry Magazine and Neal Watson, Scuba Diving Industry Magazine’s Editor-at-Large, offers an enriched audio extension of the our print content.
Indulge Your Passion for Cooking AND Diving on This Aggressor Adventures Caribbean Cruise
Hone your cooking skills under the guidance of an expert chef while exploring the British Virgin Islands this fall aboard one of Aggressor Adventures’ luxury yachts.
DAN Reminds Dive Pros to Avoid a Gap in Their Liability Coverage
DAN is reminding dive pros and business owners that professional liability insurance policies are claims-made policies. This means that to be covered, you must have continuous (uninterrupted) coverage from the time of the incident that led to the claim to the time the claim is filed.
Second Cylinder Manufacturer Issues Safety Warning to Dive Industry Through PSI-PCI
In a joint effort with PSI-PCI and other cylinder manufacturers, the industry is informed that the use of laser engraving to engrave, mark, or clean high pressure vessels using this practice should be avoided.
Explorer Ventures Liveaboard Fleet Announces Exciting 2024 Pre-DEMA Specials!
Explorer Ventures Liveaboard Fleet is thrilled to announce the launch of its highly anticipated Pre-DEMA Specials, offering exceptional savings and unbeatable perks on some of the world’s most sought-after diving destinations.
Scott and son, Stephen
ECO PRO
comprehensive book, The Biology of Reefs and Reef Organisms by Dr. Walter Goldberg. It is a superb reference and extremely well-written and illustrated.
Shark Awareness and Ecotourism: If coral reefs are a primary interest of most scuba divers, then sharks are a close second. Therefore, every dive professional should have a competent knowledge of these magnificent creatures, their conservation challenges, and the growing trend of shark ecotourism. As a first step, I recommend taking an outstanding online course offered by Cornell University called simply “Sharks!” The course is free, but you may earn a certificate from Cornell for a small fee. I have incorporated many of the resources from this program into my ECO PRO program. Furthermore, my book Beneath the Blue Planet contains a section entitled “Sharks in Depth,” which explores sharks from a diver’s perspective. Two other outstanding resources that should be part of every dive professional’s library are the recent publications, Why Sharks Matter, by Dr. David Schiffman, and Shark Biology and Conservation , by Drs. Daniel Abel and Dean Grubbs.
Meaningful Interpretation by David Larsen, and Interpretation for the 21st Century by Larry Beck and Ted Cable. Additionally, I encourage you to review an article on the topic of interpretation that I wrote, “Plugging the Hole in the Scuba Industry: The Critical Difference Between Satisfied and Enthusiastic Customers.”
Environmental Interpretation: I am an educator by nature and training, and therefore, ascribe great importance to a dive professional’s ability to communicate their knowledge to others both intellectually and emotionally. By this, I mean more than merely filling peoples’ heads with knowledge. Dive professionals must also help people process information through their hearts. This is called interpretation and is a discipline distinct from education. Although environmental interpretation is a long-established field, it has been ignored by the dive industry and receives no consideration in the current professional development model. Fortunately, there are many resources for those interested in learning more about becoming a good interpreter. I suggest the following three additional texts: Interpretation: Making a Difference on Purpose by Sam Hamm,
Citizen Science: Citizen science—and the related phenomenon of “voluntourism”— are fast-growing tourism trends, especially among scuba divers. This explains why today, many divers want to do more than simply have fun or “do no harm;” they want to give back and make the ocean a better place. Research has shown that citizen science projects are among the most effective ways to satisfy this desire and build environmental stewardship. For dive professionals, there are also significant marketing opportunities in citizen science. Fortunately, this issue can easily be incorporated into your professional development program through the Reef Environmental Education Foundation (REEF). They have an elegant, yet simple, program that engages the interest of divers in fish identification and is easily incorporated into a normal recreational dive plan. Fulfilling their desire to “do something,” divers can contribute their data to one of the world's largest citizen science marine databases.
With this plethora of selfdirected and online resources, there’s no reason professional development programs can’t progress beyond the outdated mode of merely “training instructors.” And as an educator, I’m always interested in learning, too. So, for those who decide to take the plunge and begin creating true 21st Century dive professionals, I would like to hear about your experience.
A list containing hotlinks to all of the courses, texts, and other references in this article can be downloaded at this QR code/link.
Alex’s links
BUSINESS EDU
How Executive Coaching Can Help Your Business
– by Cathryn Castle Garcia, Owner C2G2 Productions , The Azores
Cathryn Castle Garcia is a veteran scuba industry member, writer and co-owner of C2G2 Productions, a multimedia company specializing in underwater and wildlife film production and book publishing. She and her husband, Capt. Gui Garcia, also work as superyacht crew and are renovating their oceanfront home on Faial Island in The Azores as a luxury retreat for divers.
“I don’t know where to start,” he said.
I responded with, “Okay. Tell me more.”
“Well,” he said, “The articles you wrote with tips on how to grow my dive business make sense, but when I sit down to create a strategy, I don’t know where to start.”
This is a snippet of a conversation I recently had with a friend who owns a dive center. He added, “I wish I could have you come sit next to me and help map all this stuff out so I can finally get things going.”
If you’re like my friend, I feel you. “I don’t know where to start” is a particularly sucky kind of inertia. We’ve got desire, but not traction. Instead of getting things going, we go nowhere. This is when executive coaching can be useful.
What Executive Coaching Is and Isn’t: A December 2023 article in Harvard Business Review says, “Executive coaching is different from sports coaching. Sports coaches instruct, direct, strategize, and drive their athletes to win. In many ways, the sports coach is in the driver’s seat, with the team as passengers. In executive coaching, the coach sits in the passenger seat, with the client driving. The coach brings the process, but the coaching goes where the client takes it and explores what the client wants to explore.”
What is Coaching? The International Coaching Federation (ICF) defines coaching as, “partnering in a thought-provoking and creative process that inspires a person to maximize their personal and professional potential. The process of coaching often unlocks previously untapped sources of imagination, productivity and leadership.”
When you research coaching, you’ll likely find it’s available in various disciplines – personal, financial, leadership, business, etc. As a professionally trained coach, my primary focus is on helping artists and writers tap into previously unexplored creative talents and become more productive. But for the purposes of this article, we’ll explore the discipline of executive coaching and how it might benefit you and your business.
Let’s look at what coaching isn’t. Executive coaching isn’t a teacher/student relationship, in which we enroll in a course that teaches a program, like the Open Water Diver course, with a syllabus and performance requirements. Executive coaching isn’t consulting, in which the consultant focuses on a problem and offers their expert recommendation on how to solve it. Lastly, executive coaching isn’t mentoring or advice-giving. Your coach won’t make you do pushups or run laps and then tell you what to do/don’t do. Instead, they’ll collaborate with you to help you map things out and start moving toward whatever success looks like for you and your business.
Q & A with an Executive Coach
I reached out to fellow contributor Shelli Hendricks at Blue Horizon Solutions to learn more about her work as an executive coach. Shelli is also a scuba instructor. She specializes in coaching dive center owners and managers.
How do you describe your work? My clients are typically business leaders who benefit from having a confidential strategic thought partner to work through complex challenges. I also work with leaders who are preparing to level up in their careers or increase the scope of their businesses.
How did you get into coaching as a profession? I have always been curious about human behavior, including what happens when we learn, and how we learn to change
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our behavior. I’ve worked at Fortune 500 corporations in the training and development function and have experience as a curriculum and instructional designer. When I had the opportunity to help design an executive program, I got to experience the power of coaching for myself, and it stuck. I enrolled in a professional coach training program and have been specializing in coaching ever since.
What does a dive center owner/manager need to know to benefit from hiring someone like you? I think it’s important to know that coaching is different than other kinds of professional development. Unlike mentoring, consulting, advising or even therapy, YOU do the work. It is a highly personalized learning journey. Not everyone who coaches may have the proper training or background to be effective. Do your due diligence, just like you would when selecting a dive instructor.
What is the average length of time a potential client might expect to work with you to achieve the results they’re after for their business? For most Dive Pro Career Coaching, I recommend a three-month engagement, in which we may explore the decision to make a role transition, upskill their qualifications, etc. For more
complex learning objectives, such as starting a business or leading a team of dive pros, I would recommend six to 12 months.
In either case, we would meet twice a month, for a onehour coaching session. They will have homework between sessions, ranging from reading an article, journaling, completing an online assessment or doing a task. Coaching sessions usually start with a brief checkin, followed by more in-depth discussion related to the learning objectives.
What would you say to dive professionals who might be curious about executive coaching? I would say try it! We offer a Discover Coaching experience, much like a Discover Scuba program. It’s a no-cost, no-obligation opportunity to experience coaching on a real topic, ask questions, and see if it's right for you without commitment or obligation. Most coaches offer some kind of complimentary call to make sure you are paired with a coach who can help you accomplish your goals. To learn more, visit bluehorizon.coach.
contact Cathryn
The DIVE BOAT Act UPDATE
Despite the challenges posed by the ongoing dysfunction in Washington, DEMA remains steadfast in its commitment to propel the DIVE BOAT Act forward. With the collaborative effort of our team and the invaluable support of external actuaries, we've developed policy language aimed at providing dive boat and shop operators with the much-needed relief they deserve in commercial insurance.
HOW YOU CAN HELP
Contact Your Legislators
If you haven’t contacted your U.S. Representative or two Senators yet, or since last year, please do so today! We’ve updated our request to Congress to account for the latest political developments. Scan the QR code to use our advocacy software to send your representatives an email (with an option to use a prewritten message).
Spread the Word
We need your help spreading the word to policymakers and consumers across the country! Scan the QR code to use DEMA’s social media campaign materials to educate your dive community about the reason for increased costs and to ask for their support of the DIVE BOAT Act.
