Photo by Cathie Cummins Cairns, Far North Queensland, Australia
PAGE 7
SAFETY
Dan Orr: The Older Diver & Health Questionnaires
PAGE 19
TRAINING
Patrick Hammer: Why Teach Specialties?
PAGE 31
BUSINESS EDU
Cathryn Castle Garcia: Branding and Marketing Basics, Part One
PAGE 11
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Terry Cummins, Ph.D.: How Climate Change Impacts the Dive Industry
PAGE 22
ECO PRO
Alex Brylske, Ph.D.:
Shark Diving – To Feed or Not to Feed
PAGE 34
RETAILING
Peter Letts: Role of Dive Centers in Fostering Adventure & More
PAGE 15
BUSINESS EDU
Gil Zeimer: The Top 10 Ways to Promote Your Scuba Business
PAGE 26
BUSINESS EDU
Dean Hollis: Thinking About Selling Your Dive Business?
PAGE 38
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Peter Symes: Diving into Europe? No Junk Fees or Junk Food
PAGE 17
RETAILING
Jeff Cinciripino: Are We at an Inflection Point in the Dive Industry?
PAGE 28
RETAILING
Jennetta Adams: The Secret to Upselling Dive Equipment
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Thank you to our retailers, instructors, boat captains, manufacturers, travel sellers, divemasters, and dive professionals from around the world. YOU are the driving force behind the positive changes in our industry. Your support is vital, and it’s evident as we continue to grow. Our July issue features 20% more pages, 25% more editorial content, a 10% increase in print circulation, and a 18% rise in digital circulation. Thank You!
We are proud of this 7th issue, offering valuable insights and advice from the most knowledgeable writers and business leaders in the global dive community. Our contributors come from diverse locations such as Florida, the Azores, Denmark, Australia, California, Connecticut, Chicago, Omaha, and Dallas. Despite our varied backgrounds, we share a common goal: to grow the dive industry through collaboration and the exchange of ideas.
The scuba diving industry is international in scope, and like our writers, we represent all training agencies, manufacturers and travel destinations in our editorial content and circulation. Our aim is to foster cooperation and collaboration, focusing on sharing what works in the industry regardless of affiliation. Our voice is stronger when we unite, and industry cohesion is essential for the growth of the sport that sustains our livelihoods.
The DEMA show is a perfect example of this cohesion and I encourage all of you to reach out to your suppliers and ask them to exhibit at the show and tell them you will be there. We all need the DEMA show; it's the one time a year that we all come together to meet, collaborate, and discuss all things diving. I look forward to meeting many of you there—our booth is #8075, located between the Cayman, Bonaire, and Bahamas pavilions.
Lastly, just last week, a dive shop owner asked how they could support our magazine. I told them we are proudly 100% supported by our advertisers and to ask their vendors to support us by advertising. This tide will only rise if we all add water, so please click, call, or email our advertisers and buy their products and services. Be sure to let them know you found them in Scuba Diving Industry Magazine. Don’t forget to check out our monthly Level UP Podcast that releases on the 10th of each month and thank you for being part of our community and contributing to the growth of the dive industry.
SCUBA DIVING INDUSTRY™ MAGAZINE
JULY 2024 VOL. 1, NO. 7
William Cline, Publisher & Ad Sales
Patricia Cline, Art & Executive Editor
Amber Wagenknecht, Copy Editor
Neal Watson, Sr., Editor-at-Large
Britain Cline, Advertising Sales Manager
Walker Cline, Digital, Social & SEO Strategist
Contributors:
Jennetta Adams, International Scuba, Frisco, TX
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
Pat Hammer, Instructor Training
Dean Hollis, Diventures, Omaha, NE
Scott Jones, DiveNewswire.com
Peter Letts, Abyss Scuba Diving, Sydney, Australia
“We don’t stop playing because we grow old. We grow old because we stop playing.”
George Bernard Shaw
Some time ago, I was giving a webinar entitled, “Safety Issues for the Older Diver.” During the question and answer period that followed, someone said that they were wanting to visit Iceland to dive in Silfra, “The Crack” where the two tectonic plates come together. They had heard that divers 60 and over were not permitted to dive Silfra. Concerned, following the webinar, I contacted a dive center that offers diving excursions to Silfra and was told that all divers and snorkelers wishing to enjoy the wonders of Silfra were required to submit a medical history questionnaire (available on the dive center’s website) but those 60 years old and older must have that questionnaire signed by a physician.
Then, as you may already know, two companies/organizations offering insurance for diving-related accidents indicated they would no longer sell insurance or provide insurance coverage for those 70 and older. Divers Alert Network (DAN) has since assured their members and divers everywhere that they do cover those over 70 in all the DAN regions and that DAN will waive that age limit.
Boomers.” And the “Baby Boomers” currently make up a population of over 70 million Americans. The Baby Boomer generation has been described as being very individualistic, competitive with a serious interest in selffulfillment through personal growth, as well as being self-confident, ambitious, and having a very progressive attitude. As a generation, Baby Boomers are living longer, having generally lower rates of disability, and achieving higher levels of education than ever before. They also recognize that time is precious and want to take full advantage of every opportunity to live life to the fullest. As a group, Baby Boomers are known to work hard, play hard and spend hard (Ziegler, 2002).
There are numerous studies by researchers in the field of recreation that suggest the Baby Boom generation was responsible for the surge in outdoor recreation in the 1960’s and 70’s are likely to return to the out-of-doors once their children have left the nest and their career aspirations are less important or time consuming. This portends well for the sport of scuba diving and is consistent with the age demographics seen at popular dive destinations.
Concerns over risk involving the older active diving population has led some diving operations and destinations to require all divers to submit a diving history medical questionnaire before being permitted to dive. Some have gone a step further and may require these forms to be signed by a healthcare/medical professional who may or may not know anything about diving or pressure-related medical issues.
Before going further, let’s take a brief look at the older diving population. The largest and most active age group in our sport is made up of those of us who happened to be born between 1946 and 1964, the “Baby
As industry professionals, one of our primary roles is to recognize industry trends and use this information to effectively plan for the future and to assure the long-term viability of our sport. In order for the industry to take full advantage of this “Silver Tsunami” (Maples, 2002), we need to understand this older generation.
Baby Boomers have always been fixated on all things youthful. They keep returning to things that represent or remind them of their youth. They are known to purchase more upscale goods and services than other age group and, lastly, scuba diving may represent for them a sense of exploration, excitement and adventure.
When you look around at any dive destination, on any dive boat and at dive shows or meetings, you see a clear reflection of the demographics of the diving community. From the data published by Scubacomm/blogspot.com, 65.7% of those actively
SAFETY
diving are over the age of 40. With these older divers making up such a large portion of the current active diving population, it is not surprising that older individuals will show up at your dive center looking for refresher courses, the latest equipment and to sign up for dive travel to far flung diving destinations.
That said, it is a fact that the older diver may have medical or health-related issues that could possibly compromise their safety and the safety of those they dive with. While many of our abilities appear to peak by age 30, other abilities continue to grow and improve throughout our lifetime. The great majority of those over age 65 today are healthy, happy and fully independent. Therefore, we need to avoid stereotypes when it comes to older adults and be prepared to bring them into (or back into) diving in a way that maximizes their enjoyment and learning potential while minimizing the risks.
One of the challenges that older divers have has to do with the perception that the older diver is at greater risk of a diving accident than younger divers. That concern has led to many diving destinations requiring the older diver to submit a diving history medical questionnaire or submit something signed by their physician attesting to their medical fitness to dive.
DAN in the 2017 Diving Accident Report, autopsy results were available in 29 diving-related fatalities. In 16 of those (55.2%), the cause of death was identified as an acute cardiac event.
Now, over 30% of diving fatalities each year are a result of cardiac events during the dive. While these divers may very well have had a similar cardiac event take place while jogging, gardening or even sleeping, they occurred during a diving excursion and, therefore, are classified as a diving fatality. Although it is disturbing that these fatalities occurred while participating in an otherwise safe and enjoyable sport, what, in my opinion, is most distressing is that approximately 60% of those who died as a result of a cardiac event associated with scuba diving had signs and/or symptoms that were recognized as cardiac related before or during the dive, but they continued to dive anyway. Though we are not our brothers’ (or sisters’) keepers, had they or one of their diving companions simply “called” the dive or questioned whether it was prudent to continue, the fatal situation may have been averted.
With an aging diving population in the U.S. (the average age of injured recreational divers being somewhere between 40 and 50), diseases associated with age are likely to be an issue. When you look at sports-related deaths, coronary artery disease is the leading cause of sudden cardiac death in those over the age of 35. The risk of cardiac-related death in divers steadily increases with age, with divers older than 50 having a risk 12.9 times that of younger divers. The insidious part of this equation is that those with cardiovascular disease may be totally unaware of their condition and be completely asymptomatic.
In 2008, DAN research indicated the number one triggering event was running out of breathing gas underwater. However, in 2015, DAN data indicated the leading triggering event in diving-related fatalities was now underlying health issues. From information published by
So, going back to our concerns about the older diver, what can be done to make it easier for the older diver wanting to continue enjoying the sport? First of all, it is recommended that divers over the age of 45 have a regular physical performed by a medical professional familiar with diving medicine. Those regular medical examinations should also include a periodic cardiac evaluation. I also strongly recommend that the examining medical professional understands the diver’s life priorities. There are medical professionals, especially those who may be unfamiliar with diving medicine, who may decide to err on the side of caution by simply telling the older diver that they should consider stopping their participation in the sport. If the medical professional understands how important diving is to your lifestyle, they are less likely to simply tell you to stop diving rather than making recommendations about how to safely continue to dive. However, diving should never be so important to you that you would risk putting your safety or the safety of others at risk.
Another recommendation would be to suggest to the examining medical professional that they have a resource
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in DAN where they can obtain valuable information regarding fitness to dive physicals.
You may want to consider, when preparing for dive travel, talking with your dive center about whether or not they know of any age restrictions at the diving destination or contacting the diving destination/dive operator directly asking them if there are any age restrictions at their location. If you discover there are age restrictions, find out what they are and what can be done to satisfy those restrictions so that you can fully enjoy the benefits of that destination. If you are required to submit a diving-related medical questionnaire, it is critical that you are honest when answering the health-related questions. If your answers require you to have a further medical evaluation, that simply needs to be considered the price we must currently pay to continue enjoying the sport we love. Intentionally misrepresenting your current health status can have serious consequences far beyond your own personal health and safety. If someone intentionally provides false information on a required medical history questionnaire and have a diving incident due to a current health issue, besides the devastating impact on the victim’s family, the results could cause further restrictions on diving for everyone and could result in serious damage to the reputation of that destination, the dive operation, and the entire sport.
For those who do international travel, there are destinations that currently require some sort of health declaration before entering that country or region. So, in reality, filling out a pre-dive medical history questionnaire does not involve much more paperwork than currently is required.
One last recommendation is that you may want to carry a letter from your personal healthcare professional indicating that there are no current health issues that would prevent you from safely enjoying scuba diving at your intended destination. That letter should be updated following the annual physical examination.
We all must do our part to keep ourselves and our sport healthy and safe.
References: Maples, M. (2002). Holistic adult development: A spirituality perspective. Paper presented at the Connection of the Association for Counselor Education and Supervision. San Antonia, Texas. Maples, M. (2007). Spirituality, Wellness and the “Silver Tsunami”: Implications for Counseling. VISTAS 2007 Online. McGraw, Robin. What’s Age Got to Do with It?: Living Your Happiest and Healthiest Life. Thomas Nelson, Inc. Publishers. 2009. Orr, D. and Douglas, E. Scuba Diving Safety. Human Underwater Kinetics. 2007. Orr, D. Open-Circuit Diving Fatalities. Proceedings of Rebreather Forum 3. Editors Vann, R., Denoble, P., Pollock, N. 2014. pp. 103-107. Orr, D. and Orr, B. 101 Tips For Recreational Divers. Wisedivers.com. 2023. Strauss, Michael B., Scuba Diving in Older Adults. Best Publishing WCHM. 2013. pp. 27-37. Ziegler, J. (2002). Recreating retirement: How will baby boomers reshape leisure in their 60s? Parks and Recreation, October, pp. 56-61. Flemming, Gerry. Personal Communication. www.aquacatcruises.com
email Dan Orr
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How Climate Change Impacts the Dive 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.
Even delving deeply amongst the mass of sometimes hysterical doomsday claims surrounding the climate change debate, you will rarely find any clear dialogue which outlines the associated processes and potential outcomes that are likely to impact the overall health of the scuba diving industry. Sure, there are mountains of material on vanishing fish species, reef deterioration, acidity levels, etc., but what are the likely impacts of climate change (CC) on the dive industry overall? Whilst I am not going to get into a CC debate here, it is important as dive industry businesspeople to have a clear, factual perspective on the impacts and possible outcomes rather than rely on the opinions of those looking to publish the next sensational media release or, even worse, sit back and do nothing.
As a dive industry professional, and particularly as an educator for over 50 years, I have had a keen interest in simplifying complex issues to aid clarity of understanding. Predicting events, when supported by convincing experimental and/or observational evidence and robust explanatory power, can be of great value in researching outcomes. For some years now academics have used models for this very purpose. By modelling and
simplifying complex processes, we can identify important elements that underlie the causes of a specific event. This is especially the case in our industry if a model can be operationalised and applied to a specific dive tourism destination and/or dive operation.
In the June edition of Scuba Diving Industry Magazine (The Evolution of ‘The Bottom Line’ – Relevance for the Dive Tourism Industry), I illustrated how consideration of the environment is one of the most critical ‘bottom line’ elements that is necessary to sustain any business in the long-term. In the dive context, it is rather obvious that without an attractive environment, there is little chance that any recreational scuba diving tourism (RSDT) destination, or dive operation and its supporting infrastructure, including the four Es (equipment, education, experience (travel) and that environment factor) will survive in the long-term. So using modelling, let us look at the likely negative impact of CC on a RSDT destination. More specifically, how CC (i.e. a major environmental impact) may systematically spiral-down through the RSDT destination with linkages to the other five major factors that contribute to the destination’s long-
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term sustainability (LTS) – economics, sociocultural/demographic, governance, stakeholder needs and technology.
In the ‘process’ model attached, the elements that contribute to LTS are colour coded to assist interpretation and highlight the interconnection CC has with other major factors impacting the LTS of a RSDT destination. For example, the socio/demographic factors shown in orange illustrate how CC interacts with such important sustainability factors as the impact of global media. We all know that scuba diving destinations, especially those in the high profile Great Barrier Reef have been impacted by sensational headlines regarding coral bleaching. The model shows how this can lead to a dive tourist’s (DT) needs not being met or more likely, that divers may feel their needs will not be met by the destination during their visit. Furthermore, this can lead to a competitive advantage and increased competition from other dive destinations that have largely escaped any negative media and/or other forms of tourism less dependent on climatic factors. Then there would be ‘diver drop-out’ –a factor we know very little about.
The economic factors shown in grey are a no-brainer. CC can impact resource value and the economic base, influence investment decisions and require stakeholders to look for new marketing, branding and promotions for the destination. The governance factors shown in purple are another no-brainer. Inadequate response to CC by government and dive tourism NGO/dive industry can lead to a decline in the abundance and biodiversity of marine life, and in turn, compound the reduced demand for the dive destination. Similarly, stakeholder needs shown in beige can be impacted by the absence of new technologies, and products to combat CC which in turn can lead to reduced revenue flows and even the withdrawal of some stake-
holders from the dive destination. Again, my research found that few stakeholders in my case study area have considered this significant eventuality as it would appear most are locked into their daily challenges and a ‘business as usual’ approach rather than a focus on a longterm perspective – a reflection of the classic experiment where the frog remains happy in the jar while the water gradually starts to boil around it! That is, these stakeholders had no plan B, or even more surprisingly, any plans to develop one to counter losses and/or address the consequences of an inadequate response to CC. Yes, this was indeed a surprising find when you consider the substantial assets involved in setting up and maintaining a RSDT destination (or dive operation) and the potential for its assets becoming ‘distressed,’ which involves the assets forcefully placed for sale at a significant discount to raise cash for the company to remain solvent.
The linkages and interactions between the elements in the model involve a one-way relationship, represented as a oneway black arrow. This is to illustrate that if not mitigated, the impact of CC on the RSDT destination/dive operation and the surrounding reef-dependent community and businesses may be permanent. There is one noted exception between the DT needs not being met and a decline in abundance and biodiversity. This is clearly a two way relationship represented by a two-way red arrow, since the potential exists for a ‘snowballing’ effect to occur as abundance and biodiversity decline leads to fewer and fewer of DT’s needs being met and a subsequent decline in visitations.
More generally, this model can be slightly modified and tested at other RSDT destinations using environmental criteria or one of the other major factors. For example, the model could be modified and applied to the environmental impact caused by invasion of, say, the
Photo by Cathie Cummins
Mike Ball Expeditions, Cairns, Far North Queensland, Australia
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Pacific Red Lionfish in the Bahamas, the impact of coral disease in Florida, or in relation to other major factors of LTS such as a major downturn in the economy, over-governance, a significant change in stakeholder needs or dare I say it: a significant blow-out in insurance premiums for dive charter vessels.
Nevertheless, this dialogue is not meant to be another form of ‘doom and gloom’ the
international media commonly push regarding CC since there are several examples globally where RSDT stakeholders are addressing CC and other major factors that can significantly impact their LTS. For example, coral restoration programs are now commonplace on our coral reefs worldwide. Meanwhile, most scientists would agree that the Great Barrier Reef Marine Park is the most intensive and well managed reef on the planet, as illustrated by The Great Barrier Reef Marine Park Authority employing a state of constant assessment and using the best and most innovative practices for the reef’s protection.
To mitigate the impact of CC on our industry, we first must acknowledge it as the greatest threat to our LTS and do all in our power as dive industry participants to have it placed on the top of our priorities and practices. It is also clear, possibly by using the elements in the model for some guidance, to continue to work alongside fellow stakeholders, government partners, coastal communities and our divers to address any threats posed.
email Terry
Cline Group’s 2nd Quarter 2024 Global Business Survey Results Preview
The survey results are in: 94 dive businesses responded, with 64.9% from the USA. Retailers made up 45.7% of respondents. Most reported an increase in gross revenues and travel sales for Q2 2024 compared to Q2 2023, while certifications and equipment sales were lower. The outlook for Q3 2024 predicts increases in gross sales and certifications, with stable travel and equipment sales. It’s estimated that approximately 32,863 new open water divers were created in the 2nd quarter of 2024. Look for the full results soon in your email inbox from Cine Group.
Photo by Cathie Cummins Mike Ball Expeditions, Cairns, Far North Queensland, Australia
BUSINESS EDU
The Top 10 Ways to Promote Your Scuba Business
– by Gil Zeimer, ScubaStoryteller.com and Zeimer.com
As an advertising copywriter and Creative Director for over 40 years, Gil worked as both a staff writer and hired gun for some of the world’s largest ad agencies. He’s created successful campaigns for hundreds of clients and garnered over 25 creative awards. Travel clients have included the Federated States of Micronesia, Red Sail Sports, Princess Cruises, All Nippon Airways, Marriott, Hilton, Westin, plus more than 20 scuba magazines and websites.
What part of your marketing mix best converts web visitors to clients? A great social media post or a fantastic video is no longer enough to elevate your customer relationships. That’s why the most important lesson I’ve learned is to never rely on just one marketing component to capture someone’s interest.
To best promote your local and tropical dive trips, your latest gear, your service center, your advanced certification classes, et.al., you should leverage all of your marketing components to attain what I call “Critical Mass.”.
To that end, here are my top ten ways to promote your B2C or B2B scuba business, even if you’re only focusing on social media.
Attaining Critical Marketing Mass.
1. Make your website your marketing activities’ nexus. Any website needs streamlined navigation with strong branding. It should always be mobile optimized by an expert web developer, whether it’s viewed on a desktop, laptop, tablet, or phone.
more traffic, leads, and sales.
Adding video to a landing page increases the con-
version rate by up to 86%.
One marketing study found that website visitors
were 144% more likely to buy something after watching a video.
Videos are shared 1,200% more times on social
media than links and text combined.*
Sun Divers Roatan’s Instagram feed (shown below) provides a master class in video marketing. This American-owned dive shop tracks each video’s stats with impressive results. For example:
As shown in the diagram on page 16, all marketing components should link back to your website to convert visitors to customers. Remember to add an email signUp to reach out to potential clients.
2. Leverage the extraordinary power of video. Short video clips (up to 30 seconds) on your website and social media can showcase any gear or dive trip.
A few interesting facts:
• Web pages with videos are 53x more likely to appear on the first page of Google results, which can lead to
– Their “Appreciation for the Corals and Sponges” video reached an amazing 196k accounts with 97.1K views and 5.9K reel interactions.
– And their “Orcas in Roatan” video reached 37K accounts with 45.9K views and 2.5K reel interactions.
3. Reach your followers in seconds with social media posts. Hopefully, they’ll “Like” your subject matter, add a “Comment,” or “Share” it with their friends to exponentially expand the number of eyeballs viewing it.
Make these as creative as possible to elicit more feedback, such as:
For a famous Grand Cayman snorkeling site, use the ✓ headline: “Ever been kissed by a stingray? Pucker up.”
For Coral Triangle dive trips, try: “You’ll run out of ✓ adjectives on Dive #2.”
When you’re selling outer gear, post: “Suit yourself, ✓ wet or dry.”
BUSINESS EDU
For a menacing shark image, type: “Open wide and ✓ say ‘Oy’!”
4. Send emails when appropriate. Make these entertaining and interesting, pointing them back to a landing page for more information about an upcoming event.
Best practices are a short subject line, an opening paragraph, and a few bullet points of copy. Always use this “Cliff Notes” approach; no one wants to read an email that reads like War and Peace.
Are you only sending one email for any event? Send two or three, one week apart, because multiple marketing touchpoints –– and repetition ––always gain a better response.
5. Blast out text messages, but don’t overdo it. My local pizzeria sends a text every Friday night for easy ordering with a generous discount. I don’t mind the frequency if I’m hungering for pizza.
tinual reminder of where I want to travel, so they have a long shelf life.
8. Promote your dive trips. My dive shop plans tropical and cold-water trips up to two years in advance. Start spreading the news early on your biggest trips via email, text, postcards, and flyers so that your customers can budget for the most exotic destinations.
Also, start planning your “Blue Friday” dives on the day after Thanksgiving (AKA “Black Friday”), so your customers can follow its mantra of “Don’t Shop, Dive”. (More on that in the August issue.)
9. Tell your customers class is always in session. To entice your customers to gain higher certifications, remind them of your classes by different marketing modalities, and piggyback these with diving events for Rescue, Nitrox, Specialty Certifications, Advanced Open Water, High Altitude Diving, and more.
Similarly, send short texts to your elite customers about once a month to alert them of any time-sensitive offers, like: “Hey there: We’ve only got three seats left on our two-tank dive boat this Saturday morning. Read more info here (landing page link).”
6. Print and mail direct mail postcards. For your annual or semi-annual sale, most dive shops send emails. Think about sending postcards to your most loyal customers for another touchpoint. To make sure they stand out from a daily stack of #10-sized letters, I recommend a 6” x 9” or 7” x 10” size with a headline like: “Super-Sized Super Sale: Biggest Savings of The Year.”
These may require extra postage, but these larger formats virtually double your copy and design area to promote more gear, trips, and classes, all in one marketing vehicle.
7. Create stacks of flyers. When a new customer gets certified, I’m sure you tell them to visit your website frequently for upcoming trips. But every time I stop by my local dive shop, I review their different colored 8.5” x 11” flyers for local and tropical trips. Each of these is a con-
10. Advertise your sales in every way possible. To optimize sales, consider sending postcards, emails, text messages, and flyers for a higher ROI among your most loyal divers.
Don’t Forget to Leverage Your Logo. This critical marketing component is visible on your storefront, hats, T-shirts, bags, and receipts, so have it professionally designed to make it memorable. Plus, putting it on an elevated sign is a magnet to attract customers, 24/7. In high-traffic areas, covering your van with a logo wrap and your URL can transform it into a mobile billboard, too.
The Bottom Line. The best B2C and B2B marketing results are achieved when all of your components work together like a well-oiled machine through marketing matrix synergy. The more efficient it is, the bigger your business can grow.
To add a creative spark to your store or dive-related business marketing, please reach out to me at the QR code below or on Facebook, Instagram & LinkedIn.
Are We at an Inflection Point in the Dive Industry?
– 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.
An inflection point is a critical time of significant change for a business or an industry. That change can either be a dramatic upward or downward trajectory. This is a period of time when the fundamentals of the industry need to transform for sustainability and growth. There can be technological innovations, market shifts, regulatory changes or other forces that signal an inflection point. As we look at the scuba industry in the US today, composed of manufacturers, distributors, dealers, training agencies, travel providers, and retailers both large and small, should we be asking ourselves; “Are we at an inflection point and if so, what are we going to do about it?”
Not too long ago, there seemed to be a Blockbuster Video on every corner. In 2004 when I started diving, they had about 8,000 stores. By 2014, Blockbuster closed all of their corporate stores. They had failed to react to numerous inflection points along the way. Blockbuster was late shifting from VHS to DVD, didn’t recognize the revenuesharing model flaws, failed to react to Netflix, and was late reacting to Redbox. We can only speculate on where Blockbuster Video would be today had they embraced the inflection points with positive results.
Inflection points seem easy to spot in the rear-view mirror but may be difficult to identify in real-time. For the dive industry we do have a couple of indicators that should be considered to help us identify the significant change. The first of these indicators are open water certifications. New divers are key to the industry. As divers stop diving due to age, health or other personal circumstances, bringing new divers into the sport is a critical business imperative. Yes, the pandemic was a significant time of turmoil for many businesses, including
the scuba industry, and new diver certifications suffered greatly. However, we cannot ignore the downward trend since 2017. According to the DEMA Open Water Certification Count as of Q4, 2023, in 2017 there were 165,933 open water diver certifications in the US. In 2023 the number had dropped to 128,255. How much more of a drop do we need to see before we see this as an inflection point?
Let’s turn to another indicator: the number of retail dive centers in the US. The Cline Group has done significant research in establishing a baseline number. Currently the number sits at approximately 949 stores. Prior to this research this number was not known. What we do know from the research is that after careful scrubbing of the information, this current number is significantly lower than what it would appear on the surface. Many supposed dive shops in operation were either not really brick and mortar stores or were no longer in business. It would be interesting to know how many dive shops were in business in 2017 and determine if there might be a correlation between the decline in open water certifications. Is the current number of retail dive shops in the US an indicator of an inflection point?
If we assume that the number of retail dive centers is shrinking and is directly correlated to the decreasing number of US open water diver certifications, then this may be a clear indication of an inflection point - a critical time of significant change with a downward trajectory when the fundamentals of the industry must transform for sustainability and growth.
There are a number of voices who have expressed the opinion for the need to change. Change from the traditional dive shop business model where there are several distinct and different businesses housed within the con-
RETAILING
fines of the local dive shop. Retail sales, training, travel and service are the big four. You may also have some stores where rental is yet another component. Whether we can change this traditional model is yet to be determined. However, there are several options for reacting to the inflection point indicator of decreasing new open water diver certifications.
First, we need to break down the barriers for access to training for our youths. With the advent of large online equipment retailers and pressure on margins, training now has to be a profitable part of the business. When I started diving, just 20 years ago, the all-in cost of open water tuition was $199. That included six classroom sessions, five pool sessions and four open water certification dives. This loss-leader model for training worked when people purchased high-margin gear from the dive shop, not online. We had to flip to making training profitable while facing our own cost increases. Students must now make an investment in their training and that cost may be a challenge for younger students who have the desire, but not the means, to become a diver. Collectively, as an industry, a solution for youth access to training needs to be developed.
Second, we would benefit in having independent instructors able to teach in areas where local dive shops are not present. As previously noted, if the number of local dive shops is decreasing, that will leave gaps in certain areas. If the gap to the closest dive shop becomes too great, there are most certainly potential divers who will forgo training
due to time and distance. For example, we recently had two students come from over an hour away because we were the closest dive shop. I would expect that others who live in the same area, may not consider taking a scuba certification course based on the travel and additional time commitment. Again, as an industry, a solution for enabling independent instructors to teach where there are coverage gaps will help address the decreasing number of new diver certifications.
Third, both local dive shops and independent instructors would benefit significantly from consistent and cost-effective access to pools for training. Many dive shops do not have the luxury of owning their own pool. Finding and negotiating timely access and reasonable rental costs can sometimes be a challenge. A solution may be for a coalition of training agencies to investigate developing partnerships with nationwide pool operators and educational institutions to support scuba diving delivered by their affiliated dive shops and independent instructors.
As for the number of retail dive operations, more analysis needs to be done to establish if the trend is down, and more importantly understand the reasons for the movement. As stated above, there are many thoughts and ideas on redefining the dive center. However, the three options presented above can start us in the right direction and avoid a blockbuster of a problem down the road.
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TRAINING
Why Teach Specialties?
– by Patrick Hammer, PADI CD-4325
The topic of continuing education is always intriguing, as some divers and even instructors do not see its value. However, there are also many who are eager to learn more. Therefore, it is important to discuss what continuing education offers and why it is beneficial. I strongly encourage instructors to pursue the Master Scuba Diver Trainer (MSDT) credential. Firstly, having the MSDT title sounds impressive when mentioned to students. Secondly, it prompts them to ask questions about the certification, which provides an opportunity to introduce the Master Scuba Diver (MSD) rating to them as well. It can be challenging to promote divers to a level that you yourself may not have seemed to value previously. Let’s delve into the importance of continuing education and why it is worth the effort.
I would like to consider scuba diving both as a recreational activity and a sport through specialties and continuing education. Many people are drawn to scuba diving for leisure or travel, while others pursue it for the sport—engaging in wreck dives, ice dives, and cave diving, among others. Beyond recreational diving, however, we must consider safety. It is risky to allow someone to undertake deep or penetration dives without proper training. Similarly, we should not permit divers to attempt search patterns and lifting operations untrained. Thus, continuing education primarily serves as a safety measure.
them to quit, or they might meet me and decide to become an MSD.
Another curious observation is when older divers tell me that such practices were not common back in the sixties. I agree with them and also encourage them to consider the higher industry accident rates from that era. Even a seemingly simple course like the Delayed Surface Marker Buoy (DSMB) becomes critical when conducting wreck dives in Lake Michigan, or indeed anywhere. It is risky for someone to learn how to use a DSMB in a lake or ocean where deep water lies below. The marker might be deployed incorrectly: the line could unravel completely, sending the reel to the bottom and the buoy to the surface, while the diver becomes entangled in the line. Hence, even a DSMB class is an essential course.
Regarding new divers using dry suits, why not include a fifth dive after the initial four training dives? This additional dive allows the student to earn both the Open Water rating and the Dry Suit certification. Similarly, when teaching at altitude, adding a fifth dive could count towards the Altitude Diving course.
Years ago, instructors often completed an open water course and advised new divers to gain experience before pursuing further education. I found that many of these new divers, upon visiting my store and learning about the benefits of training, would sign up for courses, bringing in many new students. Therefore, I believe we should not just send them off to gain experience on their own; it could lead to a negative experience and potentially cause
In underwater photography, buying a camera and taking random pictures might not yield pleasing results. For instance, your photos may end up with an anchor line bisecting the image or people's feet accidentally included. Taking a photography class teaches valuable skills such as proper framing and focusing on divers’ bubbles and breathing rates. When trying to capture a fish, the approach is similar to hunting; patience is key as you wait for the perfect moment when the fish comes to you.
I remember a trip years ago where, at the airport, they announced, “We would like to invite the first-class passengers to board first.” As I stood there with my ticket and passport in hand, I watched all these people pass me to get on the plane. I started wondering why they were going first and how they had earned that privilege. This made
Pat Conducting Instructor-Level Training
TRAINING
me think about the need for a 'first class' in the diving industry. I realized we already have it: the Master SCUBA Diver. When someone shows a Master SCUBA Diver card, they're essentially showing they hold certifications such as Open Water, Advanced Water, Rescue Diver, CPR, First Aid, and five specialty certifications – a total of nine certifications in one card. Imagine if, as a boat operator, you invited your 'first class' passengers—the Master SCUBA Divers— onto the boat first. It might be something worth considering. I view Master SCUBA Divers as individuals who have invested significantly in both money and time into the industry, and therefore, we should treat them as first class passengers.
to perform each dive and the associated skills. This experience is invaluable as it helps them move forward and teach specialties confidently. They practice the skills as both divers and instructors under my guidance.
After the PADI Instructor Examination, I offer the MSDT preparation course where I teach instructors how
Teaching specialties not only helps divers but also allows instructors to refine their skills. As an instructor, you may not excel at all skills initially; for example, you might struggle with navigation. However, after teaching a few classes, you typically improve significantly. Learning various teaching techniques opens many training opportunities and keeps the job interesting—it's like your job changes weekly. But, it's important to never forget the basics and always teach entry-level courses as well.
email Pat
Specialty Technical Courses
ECO PRO
Shark Diving: To Feed or Not to Feed
– by Alex Brylske, Ph.D., President, Ocean Education International, LLC
I just returned from a much-loved Florida event called Shark Con.
This was the tenth year for this annual convention of shark enthusiasts ranging from preschoolers to bona fide shark scientists. As someone who was an active scuba instructor when Jaws was released in the summer of 1975—and witness to the loathing and fear it engendered—it's impossible not to reflect upon just how much attitudes towards these magnificent creatures have changed over the decades. While both the age and motivation of the Shark Con attendees varied tremendously, one thing they all shared was a love of sharks.
I’m sure every diver supports the conservation of sharks, and almost all divers love to see them in the wild. However, there are some who oppose organized shark dives that use “attractants” such as hand feeding (formally termed provisioning) or “chumming” (using remnants or scent from dead fish).
Opponents of shark feeding have several objections to these practices. First is diver safety. The concern is the likelihood of participants or staff being injured during feeding by animals who have evolved some impressive weaponry and predatory skills. And, while very rare, there have been incidents where handlers and guests have been seriously bitten. They also contend that habituating sharks to specific locations through feeding poses a safety risk to other non-participants, such as nearby swimmers and snorkelers (or even divers who visit the site later on). There is also concern over how feeding might affect shark health and behavioral changes that could reduce reproductive success or natural food acquisition. Indeed, two studies from Australia published in 2010 and 2011 – one on sand tigers (Carcharias taurus) and one on whitetip reef sharks (Triaenodon obesus) – showed negative effects from longterm provisioning on the animal’s resting, feeding, and
reproductive behaviors, as well as the sharks’ metabolic rates, net energy gain, and overall health.
Shark feeding also involves sociocultural issues. Many societies around the world, such as Hawaii and Fiji, revere sharks as religious or cultural icons, and locals often view the practice of feeding sharks for tourists as highly disrespectful.
Yet another issue is the food source used in the interaction. The concern is how the practice might incentivize fishing activities to provide food for shark dives, thus potentially contributing to overfishing or encouraging the targeting of species that otherwise would have little commercial value as food for humans.
However, there are two sides to every issue, and supporters of using attractants contend that shark sightings are so rare due to overfishing that the only way to guarantee their presence is by some incentive. This is not an unreasonable premise, given that a recent global assessment of shark abundance found that sharks were functionally extinct on nearly 20 percent of coral reefs worldwide. Thus, in many parts of the world, attracting them through feeding or chumming may be the only way for divers ever to see a shark. To support this, proponents point to studies showing limited negative impacts, such as the 2011 study of Caribbean reef sharks (Carcharhinus perezi) in the Bahamas, which suggested that feeding does not necessarily influence animal behavior in detrimental ways. Similarly, a 2018 study from Fiji found that bait delivered during provisioning was unimportant in the diet of bull sharks (Carcharhinus leucas). So, there is evidence that provisioning wildlife may be ecologically benign, at least under the right circumstances. Finally, proponents of shark feeding also point to the question of why chumming should be decried when observing and appreciating sharks, while chumming by sport fishers to catch and kill sharks is okay. Even though feeding may not be a desirable practice, might it not be justified for the conservation value it may provide in helping people better
ECO PRO
understand and appreciate sharks' true nature and value?
Viewed objectively, it appears that the body of scientific research on shark provisioning has proved insufficient to settle the debate in favor of one side. In fact, as shark diving involves dozens of different species and techniques and takes place in over 80 countries under a wide range of environments, any definitive one-size-fits-all answer is unlikely. And as there’s conflicting data, each side can support their viewpoint, which means this debate is unlikely to be resolved anytime soon.
The Caveat: Education
My perspective is if shark diving is done in a way where it’s nothing more than a “Disneyland experience” or the
ultimate macho adrenaline rush, then it should not exist. As a dive industry professional and conservation biologist, I believe that the only rationale for shark diving, particularly when it involves feeding, is its powerful potential for developing responsible conservation ethics and action. Some counter this claim, maintaining that observing sharks in an aquarium can have the same effect. But I’m confident that those of us who have observed sharks in such a controlled environment versus the wild would certainly disagree. No aquarium experience, even if it involves diving, can compare with the impact of actually sharing the same ocean as you observe these incredible examples of evolutionary success. In fact, some aquaria still perpetuate the Jaws myth by featuring their shows that are essentially “feeding frenzies,” leaving spectators to believe that if they fell into the shark tank, they would be instantly consumed.
It’s also worth addressing the common comparison between feeding sharks and other wildlife. I often hear a claim from feeding opponents: "If we don’t feed bears, then why feed sharks?” My view is that such a simplistic comparison is based on flawed logic. Consider this scenario: Imagine living long ago when the sighting of a bear would soon be followed by shooting it because “the only good bear was a dead bear.” Now, suppose someone back then decided to attract and feed bears so the public could learn that they’re not vicious, remorseless killers and used food to attract them (like what happened in Yellowstone National Park in the early part of the last century.) Should that be decried as an exploitation of wildlife or a forward-thinking conservation strategy? Granted, today, we have progressed in our understanding and appreciation of bears well beyond the need to feed them any longer. However, I maintain that we’ve not progressed as far with sharks. Someday, I hope, it may not be necessary to feed
ECO PRO
sharks because—like bears—our appreciation of them will have grown, along with their numbers. But, sadly, we’re a long way off from that reality. Furthermore, the PR problem with sharks is infinitely more difficult than with bears because they’re not cute, furry critters and will long be saddled with the reputation as “maneaters.” (Although events like Shark Con are helping to change attitudes for the better.)
A Personal Decision
While science may help guide the discussion of shark diving, one issue in the controversy defies scientific scrutiny and relates to perception and attitude. In the end, it is an individual decision whether or not to participate in a shark dive. Some find the idea of such a human-manipulated experience inauthentic, if not appalling. Certainly, such a conclusion is within an individual's right. But I believe it’s equally valid to participate in and encourage shark feeding dives when conducted appropriately (see the sidebar pg. 22). Frankly, I wish I lived in a world where
it wasn't necessary to use food to observe what I believe are some of the sea’s most spectacular creatures. But unconscionable human exploitation, fueled by absurd misconceptions, has decimated shark populations to the point where feeding is the only reliable way many will ever see sharks. And no matter how much I may wish otherwise, that’s the world we’ve made. Like many others, I believe that shark diving—and the use of attractants—can be a powerful force in molding conservation ethics and ensuring that these magnificent predators regain their numbers and rightful role in the marine ecosystem. I welcome your reaction and feedback.
This link will take you to a list of eighteen peer-reviewed studies and technical reports on almost all aspects of shark diving, including the impact of provisioning. Check out Chapters 8, 9, and 10 of Beneath the Blue Planet for a diver's perspective on sharks.
Photo by Cristian Dimitrius.
Alex’s links
BUSINESS EDU
Thinking About Selling Your Dive Business? What to Consider
– by Dean Hollis, Founder of Diventures , Omaha, NE
It’s safe to say most, if not all, of us got into diving because we love to dive! Many of us decided to make this passion our business. But running a dive business is hard. A lot harder than diving. I’m sure when you started your dive business, the last thing on your mind was having an “exit strategy.” But at some point the day will come when you want to (or have to) think about that.
Deciding to sell a business is not an easy decision. You (and in many cases your family, and in some cases generations of your family) have put blood, sweat, and tears into building your business. You have developed customer relationships that turned into friendships, and you’ve hired dedicated people who have been loyal for many years, making them part of your family.
do. But diving was our life, and our friends were our dive buddies. We knew we couldn’t just walk away. We had known Dean since he started Diventures, so we called him and started talking about what the future could look like. Just having that conversation helped us understand what our options were.”
2. What do you want to accomplish with the sale?
Are you selling because you have to? Or are you sell-
ing because you want to?
Are you passionate about continuing to build your
legacy in the scuba industry and/or your local community?
I am constantly talking with dive shop owners who are wrestling with the idea of “to sell or not to sell?” If you’re contemplating a transition, retirement, or a sale, here are a few important considerations to help you answer that big question.
1. Why are you thinking about selling?
This is a big one and requires deep reflection on why
you got into the dive business, why you are considering selling, and how involved you want to be going forward.
Mary Stanford, former
owner of Capt. Nemo’s Dive Shop in Columbia, MO, said, “Dwain and I spent over 30 years running Capt. Nemo’s. We came to the point in our lives where we wanted to have more time to do what we wanted to do, not what the business required us to
Jon Miller, former owner of AquaTrec in Lincoln, NE, said, “We built a nice dive business and were very happy with the business and our team, but we were ready to spend our time and energy on other things (personally and professionally). We wanted to sell our business, but we also wanted to remain somewhat involved. We worked with Diventures in structuring a deal that made sense for everybody: us as previous owners, Diventures as the new owner, our team members, and our customers. It’s been a win, win, win, win.”
3. Who do you want to buy your business?
Do you have children, relatives, or a team member(s)
you want to take over the business? Do they have the capital to purchase the business and the resources and skills needed to run the operation?
Do you want to sell to another dive operator?
Are you open to buyers outside the industry?
The key is going back to “why” you are considering
a sale and “what” you want to accomplish.
4. When do you want to sell?
Jon and his team celebrate with Diventures at an acquisition event in 2021.
BUSINESS EDU
Is there a date you want (or need) to sell by?
If you have ideas, time, and resources to grow the
business, it is usually best to do those before you sell to increase the value of your business.
5. How involved do you want to be after the sale?
Can and will you have the time
and desire to remain involved?
How much time, for how long, and doing what?
Transitioning any business is crit-
ical, especially in a relationship business like diving. It is also perhaps the hardest part, emotionally and practically. Change is hard and disruptive. Maintaining customer relationships is critical and keeping key team members in place to do so is essential.
Through prior Diventures acquisitions, we’ve found
a transition period of at least one or two years is optimal. Having a great team helps immensely with the process.
Don Peterson, former owner of Aquasports in
Springfield, MO, said, “In 2011, we sold to Diventures and 13 years later I am still involved in teaching, mentoring, and traveling. I love what I do now, it’s why I got into the business in the first place.”
Continuing the legacy of the local dive shop is absolutely key to our industry. Which is why it is so important to have an “exit strategy.” It’s never too early to start thinking about your long-term plan so you have time to find the best option for you, your operation, and your customers and friends.
RETAILING
– by Jennetta Adams, International Scuba, Frisco, Texas
One of the biggest mistakes made in scuba retail is selling with your wallet. Only selling items you can afford or what you see as valuable. I cannot count how many times I have heard “My customers won’t spend that much,” or, “You don’t understand my market, there isn’t that kind of disposable income here.” I have worked in the scuba industry for 20 years, in resort-type settings and landlocked dive centers, as well as working as a sales and training consultant for a few different regions with over 100 accounts. One of those accounts hired me to open and run a new location, where I started implementing all the bundling and sales techniques I told my accounts about for the years I worked as a consultant.
Understand I do not promote hard selling or telling customers what to buy, I am a firm believer in giving cus-
If we can help you think this through, we would be more than happy to do that. Or, if you have decided to sell, please feel free to reach out to me with any questions with the QR code/link. Stay tuned for our next article on how to prepare for the selling process.
Selling With Your Wallet: The Secret to Upselling Dive Equipment
tomers the information (features and benefits) and allowing them to make the decision. I give them computers to hold and press buttons, tell them the functionality and allow them to make the choice. It is not our job to tell them what they can or cannot afford, it is our job to answer their questions and educate them on their options.
At one of our stores the staff was primarily selling fins that were $140, but the other location (15 min drive away) was primarily selling fins that were $299. The staff selling the $140 fins would say, “The customers here just don’t have that kind of money,” or, “Our customers are more frugal with their spending.” I started moving the staff I trained (again,
Don continues to teach and inspire the next generation of divers.
email Dean
RETAILING
no hard selling, just giving features and benefits and allowing the customer to make the choice) to the other store and instantly the shop started selling the $299 fins. When we make the decision for the customer on what they need or can afford we are not only losing the sale, but we are also doing a disservice to the customer. I had a staff member that would only sell Scubapro MK11($643) regulators, he would insist that it was a great value and a good regulator. He would tell customers that MK19 ($1,011), and 25 ($1,095) regulators were for tech divers and would go no further on the matter. While he was not wrong about the value of the MK11, he was wrong about the other regulators. On several occasions I have had customers come back upset because had they been told about the other options; they would have most likely selected the more expensive regulator rather than the option of starting cheap and upgrading later. While you will get both kinds of customers, you should treat them both the same. Educate them with their options and allow them to make the decision that makes sense to them and their lifestyle.
This same approach can be used with course bundling. I love the quote, “If you build it, they will come.” This cannot be truer with your course offerings. The owner of my store rolled his eyes at me when I said I wanted to implement course bundling at the Open Water Diver level. He allowed me the latitude to do so but didn’t think it would work. The key to successful bundling is that you price it in a way that makes sense for your margin, while giving some value to the customer going all in before they are certified. We put together a good, better, and best bundling selection, then we put our bundles with the descriptions on our webpage and made sure the staff understood the value in taking
the courses. Our bundles are as follows: Basic package is Open Water Diver (OWD) and nothing else, Deluxe package is OWD and Peak Performance Buoyancy (PPB), Premium Package is OWD, PPB, Nitrox, and PADI Aware. This has helped our continuing education explode! Just offering the bundles helps to educate new divers that there is more than just the OWD course. Even if they do not sign up for a bundle, most will come back looking to take more courses because they now know there is more for them to learn. Think back to when you first signed up for your open water diver course. Did you know about the Advanced , Rescue, or any of the specialty courses out there? Most of you will probably answer “no” unless you started with a dive center that understood the importance of continuing education with new divers. Bundles will help to promote continuing education, even if no one ever buys the bundles you offer. It doesn’t cost you anything to offer it or talk about it.
If you get nothing else from this article, the one take away that I train all my staff on, is that we are not salespeople in the sense of pushy sales, but we are educators that happen to be selling products. Instead of feeling pushy for asking if they want a slap strap for their mask or defog, we should feel good knowing we gave them the information needed so that when they rip out a chunk of hair or their mask constantly fogs up, they know we tried to help them! They are new to diving and don’t know what they don’t know. Part of doing our best to ensure they have a good experience is sharing our experience and all the little things that make diving more enjoyable!
BUSINESS EDU
Branding and Marketing Basics, Part One – Building Your Brand
–
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.
Branding and marketing are synonymous with running a successful business, but when you ask a room full of business owners, you’ll likely find that many aren’t entirely sure what these words mean. Here we’ll go over the basics of branding and marketing, and look at what you might want to be doing about it for your business.
What’s the Diff?
Branding and marketing go together like peanut butter and jelly, but each is its own key ingredient to a successful business plan. Branding is who you are. It’s the look, feel, and character of your business. Marketing is how you build awareness of your business. It is everything you do to promote your brand. (In the next issue we’ll cover marketing.)
Branding Basics
Branding is how you present your business to the world and make it readily identifiable to those who want what you offer. The basic components of a brand include a company’s name, tagline, logo and visual identity, and its mission, values and tone of voice. For this article, we’ll act as if you are just getting your business started – but if you’re an existing business owner or manager, please don’t roll your eyes and stop reading, because you can put this information to good use when conducting a brand review/refresh.
What’s the problem and how do you intend to solve it?
2. State your purpose. Here, you address the need you identified when defining your audience. This doesn’t have to be a manifesto. It can be done in a sentence. Example: “XYZ Adventures exists to teach and equip adventurous people to scuba dive so they can safely explore the underwater world and have fun doing it.”
3. Craft your brand story. If this sounds like an eighthgrade english composition assignment, take a breath. Your brand story is simply an account of what you do, how you do it, and why. This is literally the stuff you say all the time when someone asks, “So, how did you get into the scuba business?” Your brand story represents your Mission (the what), Vision (the how), and Values/Beliefs (the whys). Brand storytelling is how you build trust, increase customer loyalty, and inspire engagement.
Here are a few steps to building a compelling brand:
1. Define your audience. Ask this two-part question: Who needs or wants what your business provides? And, whom do you wish to serve? Some branding experts recommend asking this as a problem/solution question:
Instead of sitting at a computer and treating this as a writing assignment, try using your cellphone’s “voice notes” feature to record your brand story as a conversation between friends. Enlist a trusted person to act as your interviewer, pour a couple glasses of your favorite beverage, hit “record” on your phone and then riff about the what/how/whys of your business. This will be easy because you’re passionate about what you do and sharing your passion is what led you down this career path in the first place, right? (Plus, you’re not in eighth grade anymore. If your favorite beverage is beer, cheers. Have fun.) Later, when you listen to the recording, you’ll find you’ve already organically crafted your brand story. Next, you can play it back while you type it into a file on your computer, or you can upload it straight from your cellphone to a transcription service (like Rev.com). For a small fee, the transcription will be turned into an editable document and emailed to you.
4. Name your business. Give this one some serious thought. Do select a name that’s relevant to what your
BUSINESS EDU
business offers. Not every brand succeeds by being Google or Nike. Don’t select a name that’s hard to spell or pronounce, or that has a double entendre or might offend your target audience. Don’t select a name that might be limiting as your business grows. Once you have a list of names you like, do a web search to find out if that name – and more importantly the domain name –is already in use. If the domain name is available, “box it in” by securing .com, .biz, .net and so on. (I like Moniker.com for domains and website hosting.) If your business is USA-based, do a trademark search, too (visit uspto.gov).
5. Design your brand’s visual identity. Here, we’re talking color scheme, images, logo, and fonts. The aim is for a cohesive look you will consistently use that distinguishes your business and helps visually convey your brand story. If you think picking a color scheme is silly, stop for a sec… when I say, “Bahamas dive operator” and “hot pink” does a particular business come to mind? This, my friends, is the power of a brand’s visual identity. Start by creating a mood board, which is a creative tool that will help you organize and refine your brand’s design components. YouTube has some great tutorials to help you get started. You can pin ideas using Pinterest and create mood boards using Canva.
When it comes to logo design, keep in mind you’ll need your logo to display well on your physical store-
front and your website, in printed material and on apparel and accessories like t-shirts, hats, mugs, and stickers. Your logo’s font must be easy to read, and the design should appear clean and unfussy. Also, and this is important, select a logo design that can be printed in one ink color (cheap flyers).
Your brand’s visual identity is important. If you have the budget to develop a relationship with a local graphic designer in your community, I highly recommend it. But don’t let budget constraints hold you back. Canva and Fiverr are a couple of good resources that make online DIY logo creation relatively simple and affordable.
Let’s Brand Together!
If you’re planning to attend the DEMA show, let’s meet in person and discuss your business’s brand. Meet me at noon on Thursday, November 21 in Room 221. My friend Cheryl Patterson of Deep Blue Adventures is sponsoring a complimentary meeting room where we can sit and talk about ways to develop or review and refresh your brand. You are welcome to email me at the below QR code/link for details. I look forward to meeting you.
The next issue will feature Part Two of this article series, where we’ll cover ways to put branding to work with clever and compelling marketing programs.
email Cathryn
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RETAILING
The Essential Role of Dive Centers in Fostering Adventure, Camaraderie,
and Environmental Awareness
– by Peter Letts, owner of Abyss Scuba Diving,
Sydney, Australia
Scuba diving transcends mere exploration of underwater mysteries; it unlocks a realm of adventure, camaraderie, and commitment to preserving our oceans. Dive centers are at the heart of this rich experience, offering more than just dive gear sales. They foster a community where passions converge and a dedication to marine conservation flourishes. What sets a dive center apart from a mere dive gear shop is its ability to nurture a community of divers, creating bonds that go beyond the commercial. The future of diving hinges on cultivating a continuously expanding community, focusing not just on selling dive gear but on building collective commitment to the underwater world.
Unveiling
the Adventure Below
Dive centers hold the esteemed privilege of ushering divers into the mesmerizing world beneath the waves, providing a wide array of diving experiences that cater to divers of every skill level. They offer the excitement of discovering local dive sites and the wonder of encountering vibrant marine life in far-flung, exotic destinations. Each dive opens a new chapter in a thrilling journey of exploration. Dive centers, with their distinct offerings, appeal to the adventurous spirit within every diver.
adventure, encouraging divers to rent equipment and refill their tanks while also fostering a loyal customer community. This strategy leads to increased sales of diving gear, higher enrollment in advanced courses, and greater participation in diving excursions. Our primary goal is to keep divers engaged and excited for new experiences by providing flexible diving options that accommodate their busy lives, thus improving our services' overall quality and appeal.
Fostering Camaraderie and Connection
At Abyss Scuba Diving, our focus is on serving the local diving community. We offer a curated selection of services designed to meet their specific needs and preferences. To support our local divers, we proudly offer complimentary guided shore dives every Friday, Saturday, and Sunday, alongside a selection of boat dives throughout the weekend. Furthermore, we organize monthly weekend excursions to coastal dive sites around the state and plan an international diving adventure every quarter, providing endless opportunities for discovery and adventure.
While some diving operators question the economic viability of offering free guided shore dives, Abyss has found the associated costs to be negligible when compared with the benefits. These complimentary dives spark a sense of
Scuba diving's social dimension stretches far beyond the ocean's depths. Dive centers serve as vibrant hubs where enthusiasts gather to exchange stories, bond over their shared passion for the ocean, and build friendships that cross the divides of age, background, and culture. These connections not only enhance the diving experience but also foster a strong sense of community among participants. At Abyss, we actively promote interaction among divers both before and after their expeditions, nurturing a feeling of camaraderie and belonging. On Sundays, following the dives, we invite divers to enjoy a beer and some food at the dive center. It's a time when divers can relax, complete their log books, share photos, engage in lively discussions, and plot their next grand adventure.
In addition to social events, dive centers offer divers opportunities to participate in conservation efforts. From beach cleanups to reef restoration projects, these initiatives bring the diving community together to make a positive impact on the environment they cherish. By participating in these activities, divers not only give back to the ocean but also strengthen their connections with each other and their local dive center. This sense of purpose and camaraderie further enhances the overall diving experience and creates a lasting impact beyond just a single dive trip.
Cultivating Camaraderie Beneath the Waves
Scuba diving transcends the mere thrill of exploring underwater landscapes; it's a communal activity that nurtures enduring bonds among enthusiasts. Dive centers like
Sunday Social at Abyss
RETAILING
Abyss transform from simple facilities to lively epicenters of friendship, where connections are made both beneath the waves and on the surface. Engagements range from casual pre-dive coffee conversations to warm, soup-filled gatherings between dives, cultivating a dynamic community that reaches far beyond the sea's depths.
Dive travel isn't just a source of revenue—it's an opportunity to forge deep, lasting relationships among divers. These connections often last a lifetime and lay the groundwork for a loyal customer base.
Championing Environmental Awareness
In an era where marine ecosystems face unprecedented challenges, dive centers play a crucial role in championing environmental awareness and conservation. As ambassadors of the underwater world, dive centers have the power to educate divers on the fragility of marine life and the actions they can take to protect it. Through workshops, presentations, and hands-on activities, dive centers inspire a deep sense of responsibility in divers towards preserving the ocean's health.
Furthermore, by promoting sustainable practices such as eco-friendly diving techniques and responsible consumption of marine resources, dive centers demonstrate their commitment to protecting the oceans. These efforts not only benefit the environment but also position dive centers as leaders in responsible and ethical diving practices.
Overcoming Industry Challenges
As the scuba diving industry experiences growth, it faces unique challenges, such as changing consumer preferences and the rise of online platforms that may lack true commitment to the industry. Dive centers must adapt by embracing innovation, prioritizing sustainability, and fostering a community that transcends physical boundaries. By collaborating to overcome these hurdles, diving professionals can lead the industry toward enhanced resilience and heightened environmental consciousness.
Success for dive center owners and managers lies in creating immersive and inspiring experiences. Incorporating adventure into each dive, organizing engaging social events, and dedicating efforts to preserving the environment allow dive centers to carve out a distinctive niche. This approach attracts divers seeking more than just underwater thrills and sets a standard for excellence.
In essence, dive centers serve as more than simple entry points to the aquatic realm; we are agents of change, creating connections, encouraging exploration, and advocating for a cause greater than themselves. As diving professionals, it is our duty to cultivate a community that honors the thrill of adventure, the warmth of fellowship, and the importance of environmental stewardship. Together, we can make every dive an opportunity to explore the ocean's mysteries and spearhead a movement that uplifts communities and safeguards the marine environment.
Top Press Releases From This Month
– 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.
Yap’s Unique Culture Featured at the 3rd Micronesia Expo in Chuuk
The distinctive culture and traditions of Yap will be on display at the upcoming 3rd Micronesia Expo in Chuuk. This annual Expo will run from July 2226, 2024, and is designed celebrate the rich culture and heritage of all states that comprise the Federated States of Micronesia.
Aggressor Adventures Offers New Group Specials
Aggressor Adventures® continues its commitment to scuba and adventure travel resellers with new, small and large group specials, which may include an additional $600 savings for paying spaces.
PADI Members Celebrates 10th Annual Women’s Dive Day
In what marks a massive milestone for the sport of scuba diving, the 10th annual PADI Women’s Dive Day took place on July 20, 2024, with members from around the world hosting local events for their communities.
2024 NOGI Awards Gala Tickets Now On Sale
he Academy of Underwater Arts & Sciences (AUAS) is pleased to announce that tickets are now available for the 2024 NOGI Awards Gala in Las Vegas, Nevada.
SSI Launches the Worldwide WE WANT YOU Campaign
SSI is excited to announce the We Want You campaign! As SSI continues to grow its market share, the We Want You campaign offers FREE SSI Crossover Kits to all qualifying industry pros.
Scott and son, Stephen
TRAVEL
Diving into Europe? No Junk Fees or Junk Food
– by Peter Symes, Publisher, X-Ray Magazine
Here’s some more tips on what you need to know about planning a group dive trip to Europe
Firstly, Europe is closer than you think. You can fly from New York to Lisbon or Barcelona in 7-8 hours, only about two hours longer than flying from Chicago to Costa Rica. But since you will fly overnight, it may actually save you a precious vacation day. When planning a European group dive trip, remember that it should not just be about diving. It would be a grave mistake not also immersing yourself in rich cultural experiences, enjoying authentic cuisine, and indulging in excellent shopping. These activities will ensure that your non-diving significant other has a great time too. With thousands of years of history and authentic castles to explore, aim for a balanced mix of diving and cultural experiences. Consider spending half of your days underwater and the other half exploring ancient city streets, visiting landmarks and museums, and savoring local food.
Booking these trips requires a bit of planning since I am not aware of any dive travel agents offering packages to Europe. However, it's relatively easy to book flights, hotels, and rental cars online. Sometimes, dive centers offer accommodation, though resort-like facilities are less common in Europe. Spain, France, Italy, Croatia, Greece, and Malta do have some, as do the Azores, Madeira, and the Canary Islands. However, often you'll need to find your own hotel, which gives you the freedom to match your style or budget.
One of the great things about travelling to Europe is transparent pricing. Generally, the price you see is the total price, including all fees and taxes. This is different from my experiences in the US, where hidden charges and junk fees tend to unexpectedly bloat your bill. Tipping is not common in Europe as service providers are usually paid a salary, so you don't need to add 15-20% to your restaurant bill. Speaking of which, it is also normal to ask for the check when you're ready.
In Europe, consumers are generally well-protected, reducing the risk of dealing with shady operators. Europe is safer than many other destinations. However, it’s always wise to be cautious of theft and pickpockets in crowded areas. Generally, there’s less to worry about, and the infrastructure is well-developed and reliable.
When selecting a destination, concentrate on one country or region at a time. Europe provides numerous sights and activities, so it's best to stay in one place and thoroughly explore the area. The fundamental decision is whether to choose a destination with cool or warm water. Broadly, Europe can be divided into Northern Europe with cooler waters, where predominantly the British Isles and Scandinavia is of interest to divers, and the warmer Mediterranean region, where no less than 12 European countries have coastline with countless interesting dive locations. Each area has its unique charms, pros and cons, and relative ease to get to which I will delve into in upcoming columns.
email Peter
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