January – The Beginning of a New Year
by Gene Muchanski
Editor, The Dive Industry Professional

There is no better month for optimism than January.  As business owners in an adventure industry we tend to always see the silver lining in the clouds and are positive about the possibilities and opportunities in each new year.  Even though I may fit the description of the eternal optimist, I still believe there is no substitute for good planning and prompt follow-through. If you worked through the Holidays and did your strategic planning for the new year, January is just a month of following through on your plans.  Step by step.  You’ll be ready to hit the ground running and might even expect to have a gang-buster year right out of the gates.  If, however, you just enjoyed the Holidays and ignored your business management responsibilities, January is going to pass you by like you were standing still in the middle of the Daytona 500.

This year is going to be a record year for the diving industry.  I can feel it in my bones.  The United States has a Businessman in charge of the White House and the market is already off to the races.  The stock market is over 26,000.  That alone has added Trillions of dollars to the economy.  The Senate approved a tax cut and normal, everyday people – your customers – will have thousands of dollars more to spend this spring.  Politics aside, there is going to be more cash on the table this year for recreation and travel purchases.  If you are in the business of selling recreation gear and training or if you have a hugh investment in real estate and capital equipment specializing in watersports or if you make your living filling heads on beds and butts on seats, you need to prepare yourself for this boom in the market.

Don’t get me wrong.  I’m not running for office and I don’t care who you voted for.  What I do care about is that you are in business in the diving industry and there are millions of divers who will be looking to spend money this year.  They might as well spend their money with you rather than someone else.  Right?  The Dive Industry Association is in the Trade Association business and our mission is to help our Members better understand market opportunities and help them create a message that can be delivered to potential customers who need, want, and can afford their programs, products and services.

As an Association, we are ready for this year and our Sales are already UP 42% compared to last year.  We are spending our money on marketing tools that increase business opportunities for our Association and our Members.  We are increasing our print, digital and face-to-face marketing campaigns this year.  If there ever was a year that you wanted to join an organization that helps you reach more customers, this could be the year.

For more information about Membership in the Dive Industry Association, call Gene Muchanski at 321-914-3778 or email me at gene@diveindustry.net