VOTE For Patrick Hammer – 2016 DEMA BOD

Patrick Hammer

Patrick Hammer

by Patrick Hammer
2016 DEMA BOD Candidate

Dive Retailers sometimes believe they are alone, and not sure what course to follow.

Before I explain myself, think back to the Kon – Tiki, The story was of Thor Heyerdahl, a Norwegian, on a mission to prove that natives could make a 5,000 mile journey from South America to Tuamotu Islands.  Thor set out on this adventure in 1947. Navigating his hand-built raft he navigated the Pacific Ocean, ALONE! Now that man was all alone, but he believed in himself and his objective. When he ran out of food he never thought about turning back, he became creative and collected plenty of food. Although alone at sea the man persevered and made the long trip.


Many retailers today feel like they are floating at sea and are uncertain of their position.   A lot of older stores are getting tiered and just closing up. However we are not attracting new blood, to replace them, so what is wrong?

Thor was at the helm and navigating that 5,000 mile journey, ALONE. Retailers are not alone, we have just like the great ships of today many people willing to navigate, and we just need to select the proper one.  One that has a plan, and is not scared to move forward. One that will lesson to your needs and offer support, Navigating tough waters is not hard when you have a sturdy ship, strong belief and a plan. The Kon-Tiki was simple rafts that meet Thor’s needs, and served the purpose of proving his point. I am glad to say, he proved his point. Today we all need to move forward over some uncharted water and grow our businesses. We can do this as a team; we can also survive like Thor. I don’t want to just survive; I want to keep growing my business. I want to keep growing the industry and I believe DEMA and the board is my raft to success. I ask you vote for me and let me have a chance to help navigate us over the next few years.

I was on the DEMA board and understand the hard work that goes into the job, I know there will be times I feel alone, but after 42 years operating a dive store, I am pretty sure I am fit for the long, hard Journey. I am glad to work with every board member to get to the goal of a stronger industry and healthier stores. DEMA is for all of the shareholders and we all will work to make our industry more attractive to new divers.

If you see me at DEMA, and have suggestions please stop me and talk to me about them. You are not alone on a raft, were all on the ride together, and we need to grow the industry. This can happen when you elect me to the board, and we all change the way we think about our careers. Every retailer hurts themselves and the industry when they state things like “how do you make a million dollars in the SCUBA industry? Start with two” How will that ever attract new blood?  Many Professional dive centers have made and are making millions, why not ask them how? That’s one point, but we all can make diving grow, by working together.

Not going to DEMA, sorry to hear that but you can Email me,

About Gene Muchanski

Executive Director at Dive Industry Association. Board Member at Dive Industry Foundation. Marketing Consultant to the Diving Industry. I have been a certified Scuba Diver since I was 15 years old and have been a passionate waterman for as long as I can remember.
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