DIA Members Exhibiting at ScubaCon

Dive Industry Association Members at ScubaCon
by Gene Muchanski, Executive Director
Dive Industry Association, Inc.

The following Dive Industry Association Members are exhibiting at ScubaCon on September 8-9, 2018 at Boulder, CO.  Make it a point to visit our DIA Members.


Travel Businesses, Destinations, Resorts, & Dive Operators

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Participate in On-Line Webinars & Digital Summit Meetings

Participate in Future On-Line Webinars and Digital Summit Meetings
by Gene Muchanski, Executive Director
Dive Industry Association, Inc.

Step 12 to uniting the diving industry is to Participate in Future On-Line Webinars and Digital Summit Meetings.  Once a Team of Advisers is set up in a company or an industry, the next questions become; How often are they going to meet, Where are they going to meet, and What are they going to discuss (accomplish).  If they are not going to meet in a physical location, the question is, How are they going to communicate?  Thank God for 21st Century Technology.  In the past few years I have participated in digital meetings hosted by other industries, like the Travel Industry and the Meetings & Events Industry.  I’ve seen very few diving organizations adopt this type of technology, but with the lack of sharing that goes on in diving, I would not be surprised if someone, somewhere is doing it.

Face-to-face marketing is a very important part of our overall marketing strategy.  At least it was in the 20th century.  Maybe with the introduction of digital meetings and video conferencing, face-to-face marketing will transform itself into a new and exciting form of communication in the 21st century.  As we design our strategy of uniting the diving industry, step 12 brings us to a point that is new to us.  Being the eternal optimist, I do not see this point in our strategy as a dead end.  I see it as a new beginning.  I see it as a way to expand on the programs we currently have and to add some new ones.

On-Line Webinars are a very popular way of bringing education to the general public.  It’s a great way to reach many people from one central location.  The presenter puts an educational program together, invites his audience to the presentation, and assuming they can all access their own computers at that time, the presentation takes place.  On-line webinars can be supported by text, PowerPoints, images, sound and video.  Webinars are a great way of getting a message out and putting a large number of people on the same page of any topic worth discussing.

I believe that digital group meetings can be better attended and are definitely more cost effective than physical meetings.  The Dive Industry Foundation co-sponsored three industry summit meetings in 2016. The Dallas and Chicago summits drew about 25 people each and the Secaucus Summit had 50 attendees.  The Speakers at all three summits were excellent and the discussions we had with the attendees were exactly what we were looking for.  Had we added a GoToMeeting type of on-line meeting program to the Summit Meetings, we could have increased our audience tremendously and we could have followed-up with the same audiences a few months later.

The Summit Meetings produced a certain amount of success but the physical in-person concept alone did not have sustainability.  It doesn’t make sense to hold an annual meeting to complain about the problems of the industry and then do nothing about it until the following year.  Rather than conduct an annual in-person summit meeting in conjunction with a consumer dive show, maybe a series of short, specifically targeted, digital meetings throughout the year would be better.  The discussion format would be simple: 1)  Identify the Industry’s Strengths, Weaknesses, Opportunities and Threats.  2) Suggest possible solutions to the problems.  3) Create a plan that uses the best solutions to the problems.  4) Delegate assignments and implement the plan.  5) Follow-up.  It is also important to record what was suggested, what was implemented and what was accomplished.  Having a history of what worked and what didn’t is critical to the following year’s plan of action.

That concludes our Twelve Steps to Unifying the Diving Industry.  I hope we have been clear about the necessity and the methods of unifying the industry.  It all starts with step 1 of subscribing to our blog and continues through step 12 of participating in digital regional summit meetings.  I am confident that following these steps will unite the industry and show us how to cooperatively work together toward mutually agreed upon goals.  I see the process as a way to un-fragment the industry and put all Dive Industry Professionals on the same page, so to speak.   Your comments and suggestions are welcome.

For more information, contact:
Gene Muchanski, Executive Director
Dive Industry Foundation
2294 Botanica Circle, West Melbourne, FL 32904
Phone: 321-914-3778
e-mail: gene@diveindustry.org
Whitepaper: https://divelocal.wordpress.com/white-paper/

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Join A Specialty Advisory Group in Your Industry

Join a Specialty Advisory Group in Your Industry
by Gene Muchanski, Executive Director
Dive Industry Association, Inc.

Step 11 to uniting the diving industry is to join a Specialty Advisory Group in the Diving Industry.  The purpose of an advisory group is to stimulate discussions concerning Industry SWOT (Strengths, Weaknesses, Opportunities & Threats).  A good example is the Dive Industry Marketing Professionals Group we have at the Association.  I want to know what other successful Marketing Professionals are doing in the diving industry, not just what one person thinks.  Qualified Advisers give an organization a number of different perspectives, allows you the opportunity to bounce ideas off each other and creates a checks & balance safeguard that keeps your company from falling under the control of one person, one idea, and one way of doing things.  We just had that happen to a company in the diving industry not too long ago.  Had they had an Advisory Board, things may never have gotten as bad as it did.  Of course, an Advisory Board has to have purpose, direction, authority and recourse to be effective.

The diving industry has so many wonderful things to be thankful for and it’s a community that is unique and pleasant to be in.  We are an industry of adventurous, opinionated, independent and charismatic individuals.  These are good traits, by the way.  In my opinion, the weak link in our community is still the ignorance and arrogance of a select few. This type of behavior stifles activity and growth.  It keeps the industry from uniting and working together, and it divides and fragments what little resources we have. It puts the focus of leadership and control in the hands of a select few.  And all the while, the select few think they are protecting their market share and control of the industry, when in fact they are limiting their own potential and that of their peers.

The business community in our industry needs to have more Good Stewards and Wise Advisers.  True Industry Professionals that give freely of their expertise and experience and are not afraid to work together for the good of the industry.  I’m hearing about such a group of professionals called THE DIVE PROFESSIONAL, lead by Henri Hemmerechts.  Our organization has been following Henri for a few months and I have spoken with him on the telephone a few time.  I’m interested enough to want to know more.  You may want to check them out and let me know what you think.

Not all diving organizations are going to be open to creating a Board of Advisers, true advisers, but the ones who do will give an opportunity to many of the good stewards in the industry who care enough to make the industry better and grow it.  As we learn of these companies, we will pass their information on to the dive industry professionals who are following our twelve steps.  Perhaps this could lead to the formation of an Industry Think Tank?

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Volunteer Your Time & Talents At Non-Profits

Volunteer Your Time & Talents at Non-Profits
by Gene Muchanski, Executive Director
Dive Industry Association, Inc.

Step 10 to uniting the diving industry is to volunteer your time and talents to non-profit organizations that unite and grow the industry, like Dive Industry Foundation. Dive Industry Foundation is a non-profit, tax-exempt, 501(c)(3), charitable organization dedicated to promoting economic development in the worldwide diving community.  The Foundation maintains a full time office in Melbourne, Florida.  It sponsors DIVE LOCAL, conducts industry surveys, exhibits at diving trade and consumer shows, and conducts business improvement seminars and workshops for dive business owners and their employees.  It is establishing a Business Reference Library with books and magazines from the diving community.  Many of the projects the Dive Industry Foundation undertakes are time consuming, labor intensive and expensive.  The short-term economic return to the Foundation, or any one dive business for that matter may be negligible but the long-term economic return to the diving industry as a whole could be substantial.  That is the main reason it is so important for each member of the diving community to consider volunteering a small amount of their time, money and manpower to the Foundation.

In the previous step (#9) we talked about the need to make a monetary donation to the Foundation in order to pay for things that cost the organization money.  However, the Foundation has many needs that can only be met with volunteer labor and participation.  We need Dive Retailers to fill out our Retail Center profile and update it yearly.  We need them to collect Business Cards of all their Manufactures, Sales Reps, Training Consultants and Travel Vendors and mail them to us on a monthly basis.  We need Manufacturing and Training Sales Reps to fill out their Sales Rep Profile and update it annually and to collect Business Cards of all their Employers, Retail Stores and Instructors.  We need booth space at dive and adventure travel shows and we need media coverage in the dive industry media.

One of the most important needs of the Foundation is for volunteers to staff our booths at trade and consumer dive and travel shows.  We have new guidelines as to what is required for our booth volunteers based on discussions we have had with Show Producers.  Show producers want to sell booth space but the high price of the space is prohibitive to many of the small business owners that need to exhibit at their local consumer dive show.  The travel industry understands this very well.  A number of Tourism Boards will pay for booth space and may send one delegate to supervise a number of their local resorts or dive operators who supply the labor for booth staffing.  As long as the booth design reflects the Tourism Board’s identity, this concept becomes a WIN – WIN – WIN situation for the show producer, tourism board and the local dive operator.  Our goal for the Foundation is to continue to exhibit at local dive, surf, adventurer travel, boat and outdoor shows to promote the diving industry.  We are looking for volunteers to staff the booth along with other local dive business owners.  In this way, we are showing support for the local show, working with the local business community and promoting the industry to the local dive community.

Needles to say, the Dive Industry Foundation has 14 years experience in exhibiting at local dive, surf and travel shows.  Our strength has always been the extensive pre-show, at-show and post-show marketing we have done for the show producers but our Achilles’s heal has been the cost of attending these shows and the commitment in manpower that is required.  The one thing I have learned about successful dive shows is that you not only need the support of the local diving community to have a successful show, you need to support the local diving community in return.  Exhibitors will purchase booth space, Sponsors will pay for exposure, Speakers will give their presentations for free and Volunteers will donate their labor but if you are not spending money on advertising the show and on the local diving community you’ll get very few attendees and no support from the local community.  It’s all a matter of Good Stewardship, which is defined as the responsible management of resources entrusted to one’s care.

There are many non-profit organizations in the international diving community.  We’ve listed a number of them on https://divelocal.wordpress.com/directory/non-profits/   Six of the non-profits have stepped up to help us promote the DIVE LOCAL concept.  Our goal is to promote the non-profits that are doing good work with the environment, marine animals, diver safety and numerous other good causes that are entrusted to us as ocean ambassadors.  As Good Stewards of the environment, we need to educate ourselves on what makes a non-profit organization good.  With the help of Nonprofit Search Companies like GuideStar we can view non-profit reports and tax returns of these non-profits and get in contact with donors and grantmakers to help us.  With the help and guidance of 21st Century Software and Media companies we can bring better and more sophisticated marketing tools to our industry businesses.  There is so much to do to reach our goals, and yet it only takes a little time, money, manpower and a plan.

The Harvest in our industry is indeed plentiful.  Consider this a recruitment for Laborers.

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Editorial – September 2018

The Industry’s New Season Begins in September
by Gene Muchanski
Editor, The Dive Industry Professional 

Labor Day is approaching and you know what that means.  The 2018 consumer diving season is coming to a close.  Traditionally, the diving season for the consuming public is Memorial Day through Labor Day.  Kids (and Teachers) are out of school and families go on vacation.  The water is warm and people have time to enjoy their favorite recreation.  And scuba diving is a recreation for many people.  Trouble is, our industry doesn’t know how to sell to or service this niche market very well.  We are too busy trying to make every recreational diver into an Industry Professional.  But that’s another story.

Now that the summer season is coming to a close, September becomes the launch month of the new season.  For many years now, the big equipment companies having been launching their next year’s product line in September.  As a former Product Manager I had my new products ready to go in August.  We had our samples ready for the Sales Reps and we ran them through all the features and benefits during our Sales Meeting in August.  Right after Labor Day, the Reps hit the road to show our new products to their Dealers.  The goal was to lock up their Dealers’ “open-to-buy” budgets before the competition did.  Introducing a new line in September changes the dynamics of the DEMA Show for you.  The show becomes more of a “Show and Tell” and a “Meet and Greet” event and takes the focus and pressure away from being a writing-only show.  When you are competing with seminars for exhibit floor time and answering questions about new equipment to retail buyers and industry professionals, this business model works well.

I’ve spent the summer on two very important projects that grew in scope way beyond my belief.  And yes, this Old Dog learned a bunch of new tricks.  To begin with, the Dive Industry Foundation started a campaign called Unifying the Diving Industry.  We formulated a twelve point plan to accomplish this and integrated it into our DIVE LOCAL Campaign.  The white paper for Unifying the Diving Industry is now Chapter 10 in the white paper DIVE LOCAL – A Dive Community Cooperative Effort.  Nine of the 12 steps have been written, published as blog posts, featured in The Dive Industry Weekly News, published as complete articles in the monthly Dive Industry Professional and included in the DIVE LOCAL Program.  After we finish up with steps 10-12, the industry will have a great workable plan to rally around.  And best of all, we’ll have a solution for those Industry Professionals who are always complaining about the industry yet never seem to do anything different to make it better.

The second program that we worked on started as a simple Membership Manual for Members of the Dive Industry Association and is growing into a comprehensive industry self-help guide.  A number of new members wanted to know more about the Association and had questions about our member benefits and how they could take advantage of the opportunities available to them as members.  We are still in DRAFT mode on this manual and have written twenty chapters already.  The individual chapters go into details about our Mission Statement, Vision for the Future and projects we are working on.  It helped me look at the programs, products and services we offer and who our current, former and future members are.  The manual goes into detail about the directories and databases we create to capture, maintain and reach our customers.  The chapters on the marketing vehicles we use to carry our message to our customers, like our press release service, monthly newsletter, blog, websites, social media network, and shows & events, helped us better define who we are and how well we do things.   In the process, the Association is getting more organized, more efficient and more effective in our presentations and delivery.  And best of all, it’s bringing us results.  We now have a much better handle on integrating our digital, print and face-to-face marketing campaigns into a unified program.  I am confident that any business who undertakes this kind of marketing audit will see things they are doing right, doing wrong or not doing at all.

I don’t want to get too far ahead of myself, but while I was doing the research for these two papers, I discovered the need for a Guide to the Diving Industry, or niche market as I like to call it.  In the past three months I’ve had dozens of my peers express their positive encouragement for an industry guide that explains the history, growth and future of the diving industry from a business perspective.  It would attempt to define why some call it an industry when it is really a niche market made up of many industries on the sellers’ side and many different types of consumers on the buyers’ side.  That point alone is going to open up discussion and criticism in the industry like never before.  Something to think about and research is the make-up of the demand chain.  Are they recreational divers, hobbyists, part time & full time dive professionals, or professionals in other industries who use scuba gear to do their jobs?  Another neglected topic is that of influencers, opinion leaders and mavens.  Do they persuade others to make buying decisions or do they just promote themselves?  Are the Leaders of the Diving Industry Entrepreneurs or Employees?   Do they own or work for diving companies or do they have “real jobs” and use the diving industry as their social outlet?  A lot of questions yet very few answers.  Yet, it’s asking these questions and getting answers that we can put into a book that will help us define the market, identify the problems, think of solutions and do the things that will bring about the necessary changes to have a successful industry, market, hobby, profession, or whatever!

September is our defining moment.  Let’s bury our old ways of doing things and start fresh.  It’s time to unify the industry (it’s OK to call it the Diving Industry) and make our Industry Professionals more professional, productive, and profitable.  It time to work together to achieve new heights and accomplish our goals.  It’s time to become the Diving Industry of the 21st Century.


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Editorial – August 2018

Back to School – Back to DEMA – Back to the Future
by Gene Muchanski
Editor, The Dive Industry Professional 

August is the get back month.  It doesn’t matter if you have kids or not, you can’t get away from the Back to School activities in your community or in the marketplace.  August is also the month most Dive Industry Professionals are getting back from vacation and getting ready for Dema.  For us Industry Planners, August is the time to get back to the future, or at least get back to planning for the future.  Where did the time go?  Oh, it hasn’t gone yet.  The season is still underway and there are at least two or three months of good diving left before you know what.  It’s easy to get confused about the present when your marketing mind in six months in the future.  Planners are actually thinking about their post-Dema campaigns and the beginning of the 2019 pre-season promotion circuit.

2019 is going to be a much different year for some of us.  In the past two months, I have been working on an industry campaign called Uniting the Diving Industry.  The campaign is laying out a twelve point plan that Dive Industry Professionals can follow to unite the dive community, improve their business and grow the industry.  Ten of the twelve steps have been published already and have been included in our Blogs, Weekly News, Monthly Newsletter and Websites.  We are hoping to wrap it up by Labor Day and introduce it to the entire industry in one complete whitepaper.  The year is going to be quite different for me because I am more focused on the outcomes that need to be achieved because of this campaign.  It is much easier to find solutions to our industry challenges when our desired outcomes are well defined.

The exciting thing about the Uniting the Diving Industry campaign is that a number of Industry Professionals are excited about the program and are pledging to follow it and even adopt it into their company marketing plan.  In addition to authoring the Uniting the Diving Industry campaign and committing it to paper, I am implementing the ten steps (so far) into the Dive Industry Association Business Plan.  I can already see a small growth in the number of subscribers to our Blog, Weekly News and Monthly Newsletter.  Our Membership has grown slightly and the interest in our Association and Foundation has increased significantly. Here is a summary of the 12 steps in our campaign whitepaper on https://divelocal.wordpress.com/white-paper/

  1. Subscribe to our Blog.
  2. Subscribe to the Dive Industry Weekly Dive News.
  3. Subscribe to the monthly newsletter, The Dive Industry Professional.
  4. Participate in Industry Surveys.
  5. Participate in DIVE LOCAL.
  6. Become a Member of Dive Industry Association.
  7. Submit 24 Press Releases per year for publication.
  8. Submit 2 Articles about your company for publication.
  9. Make a Donation to Dive Industry Foundation.
  10. Volunteer to work with DIA or the Foundation.
  11. Join a Specialty Advisory Group.
  12. Participate in an On-Line Webinar / Digital Summit Meeting.

You’ll notice that steps 1-3 only asks you to subscribe to something and read it.  Very little commitment here.   In Steps 4-5 we ask you to invest a little time.  Steps 6-9 require you to invest a little time, money and manpower.  Step 10 increases your time, money and manpower commitment.  Steps 11-12 requires you to take a Cooperative Leadership Role in the Diving Industry.  Please read this draft copy of our plan and feel free to send us you comments and suggestions.

I am confident we will learn a lot about our Industry, as well as our Association and Foundation in the process and will be able to make the necessary changes required to grow.  Now it’s time to get back to work.

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Make a Donation to Dive Industry Foundation

Make a Donation to Dive Industry Foundation
by Gene Muchanski, Executive Director
Dive Industry Association, Inc.

Step 9 to uniting the diving industry is to make a donation to the non-profit organization Dive Industry Foundation. Dive Industry Foundation is a non-profit, tax-exempt, 501(c)(3), charitable organization dedicated to promoting economic development in the worldwide diving community.  The Foundation maintains a full time office in Melbourne, Florida.  It sponsors DIVE LOCAL, conducts industry surveys, exhibits at diving trade and consumer shows, and conducts business improvement seminars and workshops for dive business owners and their employees.  It is establishing a Business Reference Library with books and magazines from the diving industry.  The Foundation has sponsored three Regional Summit meetings (Dallas, Chicago, Secaucus) and conducted two industry luncheons in Tacoma, WA.  Dive Industry Foundation has held fund raisers to donate money to a Children’s Hospital in Los Angeles and two dive industry families during their time of need.  The Foundation has no paid employees and uses only Volunteers.  It operates on donations from individuals and businesses.  Their web site is www.diveindustry.org and they maintain a Facebook Page and post to Twitter.

Donating funds to the Dive Industry Foundation is very important for the growth and survival of the diving industry.  Every dive business and industry professional should make it their responsibility to fund this organization that works to research, analyze, advise and promote our industry.  The tasks and projects the Dive Industry Foundation takes on are detail oriented, time consuming and non-income generating in the short term.  The long-term benefits of having a research, educational, promotional and unifying organization in the industry is priceless.  An outside consulting firm can never do what needs to be done in our industry.  We must gather and use the collective wisdom, knowledge and experience of Dive Industry Professionals who have had successes and setbacks in their life-long profession.  Think of the Dive Industry Foundation as an organizer, mentor and guide that will assist the diving business community in dealing with its own internal strengths, weaknesses, opportunities and threats.  I am confident that the dive industry can correct itself.

As an organization with its primary goal of “Unify the Diving Industry” the Dive Industry Foundation has accepted the responsibility to define, analyze, advise, unify, promote and increase the economic impact of the diving industry.  Working within the parameters of these six steps, I believe the industry will be able to understand the complexities of its makeup, work to end the fragmentation of the market,  and increase the opportunities for all industry professionals.

Define:  The Diving Industry, as we currently know it, does not have one unified source of data that defines our market.  First of all, because we are not an industry at all.  We are actually in a niche market.  An industry is a government classification for a group of like minded companies that produce a common type of product.   The United States Government created NAICS Codes (North American Industry Classification System) that group similar businesses together.  An NAICS Code has six digits that identifies the main industry and its sub categories.   The Retail Industry is # 45.  The Retail Industry – Sporting Goods Stores are 451110.  All of the demographic and geographic information we need about this industry is laid out in the U.S. Census.  So now we know that Retail Dive Centers, or Dive & Adventure Stores as I like to call them, are not dive shops in the diving industry.  They are retail stores in the Retail Industry, that specialize in diving and adventure travel.

A Market is defined as a place where Buyers and Sellers meet to do business.  The Sellers come from many different industries, depending on what they manufacture or produce.  The Buyers come from many different recreations, hobbies, professions or interests.  Where they meet to do business doesn’t matter.  That’s a business model decision.  They are both seeking a successful outcome.  A successful outcome is an exchange of products for a fair compensation.

Defining and understanding our industries and market is the first step to unifying the diving business community.  Dive Industry Foundation has begun the process by creating the DIVE LOCAL program.  This is a big job in that it will take a significant amount of time, money and manpower.  that’s another reason to donate and support the Foundation.  Our World Directory is being listed on our website at  https://divelocal.wordpress.com  You’ll notice that our directory is divided by territories.  Each territory, is in fact, its own community.  It’s at the community level where people get interested in diving, take lessons, buy their gear and go diving.  It is also where the local diving community needs to create ways to stay active in our recreation.

The Dive Industry Foundation is writing a whitepaper on Uniting the Diving Industry that can be viewed in its progressing form on https://divelocal.wordpress.com/whitepaper/  It is in this whitepaper where we will address the issues on how the Foundation can analyze, advise, unify, promote and increase the economic impact of the diving industry.

Donations can be made to Dive Industry Foundation using our DIVE LOCAL Web Page at https://divelocal.wordpress.com/donate/

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Equipment Test – Tovatec 1000 USB Spot Light

Equipment Test – Tovatec 1000 USB Spot Light
by Gene Muchanski, Editor
The Dive Industry Professional

We recently had the pleasure to field test the Tovatec T1000 Spot Light and quickly discovered the T1000 was an exceptional piece of equipment and had to be put on our “must take on every dive” list.  Before taking it on our dive trip to the Dominican Republic, we tested it out one evening in our pool shortly after we received the light from Innovative Scuba Concepts/Tovatec.  Needless to say, we were very excited when we saw the T1000 light completely fill our  44′ x 18′ pool.  The intense power of the 12 degree beam angel at night is quite impressive, especially with it’s 1000 lumen light output.  The light is multi-functional and can be used at 100% or 50% capacity or as an SOS Strobe.  The T1000 has a burn time of 1 hour at 100%, 2.1 hours at 50% and 3.5 hours as an SOS Strobe.  Recharging time is approximately 4-5 hours.

There are a number of things we liked about the Tovatec 1000 USB Spot Light.  It measures only 6″ in length by 1.1″ in diameter. It only weights 4.4 oz without its battery and it has a USB direct recharging port.  The T1000 comes with a durable padded case, that you’ll want to take with you in your carry-on luggage.  It protects the light and its charging connection and keeps the battery at a consistent safe temperature while traveling.  The kit even comes with an adjustable lanyard and an extra O-Ring for the battery compartment.

We dove the Tovatec 1000 USB Spot Light on six dives, over a three day period in the Dominican Republic.  Most divers would not think that bringing a light on six shallow day dives was necessary, especially since the dives were done between 9:00 am and 1:00 pm, in less than 80 feet of water.  I thought so too, until I dove with the T1000.  The visibility in Dominican Republic as very good.  The sun was overhead with little to no cloud cover.  We dove the reefs and walls from 30-80 feet and used the T1000 Spot Light to bring out the colors of the reef and to see inside all the nooks and crannies in the reef and on the bottom.  The narrow light beam had sufficient power to illuminate the reef from over 6 feet away.  The extra light and the added colors made my dives much more enjoyable.  I basically left the light on for about 45 minutes on both dives from only one charge.

We dove with Scuba Caribe at Dreams Resorts & Spas (Dreams La Romana and Dreams Dominicus).  I was impressed with their dive operation and their Divemasters.  Two of the Scuba Caribe Dive Guides took the Tovatec 1000 Spot Light on one dive each and both came back with high praise for the quality and performance of the light.  We’ll be taking our T1000 to Saint Lucia soon and I hope to repeat the process of getting the professional opinions of the Dive Guides there.

I was delighted with the performance of the Tovatec 1000 Spot Light and would give it an A+ and highly recommend it.  I can’t wait to use it on a night dive or on one of our video dives.

The  Tovatec 1000 USB Spot Light is available from Innovative Scuba Concepts/Tovatec as one of their products exclusively sold through their Dealers with Doors Program.

For more information, contact: 
Innovative Scuba Concepts/Tovatec
6170 Lake Shore Court
Colorado Springs, CO 80915
Phone: 800-324-5032
e-mail: sales@tovatec.com


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Tell The World About Your Business

Submit Two Articles About Your Business
by Gene Muchanski, Executive Director
Dive Industry Association, Inc.

Step 8 to unifying the diving industry is to submit two articles about your business, your products or your people to the major print media in the diving industry every year.  That may sound like a monumental task, and at this time it probably is.  There is no doubt that print media has lost some of it popularity in the digital age.  Yet, when we look a little closer we see there are a number of fine magazines that are of interest to the diving community.  There are a number of factors we looked at when we compared six diving magazines from our non-profit’s business library.  We compared readership and the number of copies printed per month.  We felt the overall look and feel of the magazine was important in regards to the quality of the paper, the layout, and the quality of the images.  The most important aspect for us is the quality and relevance of the articles and the diversity of topics.   All the magazines we looked at covered a diverse range of topics of interest to the diving public.  We read articles about diving equipment, dive travel, training, health and fitness, marine life and environmental concerns, local diving, photo techniques and current events.  We saw a number of encouraging similarities and we even saw a few topics of interest that are not currently being covered.

At the top of our list for a quality publication is Alert Diver, The Magazine of Divers Alert Network, published by DAN, Inc.  The magazine is a DAN Membership benefit and has an average monthly net press run of 143,949 copies.  DAN uses high quality paper, has interesting articles, covers a wide range of topics and has a good balance of advertisements vs articles.  I like the fact that Alert Diver had the most pages (112) of the six magazines we compared and the lowest percentage of advertising pages (17.4%) in its Winter 2018 issue.  The magazine has good industry support and attracts advertisers from the equipment, training, non-profit and travel sectors.  The magazine is laid out very well, doesn’t look cluttered and is easy to read.  Alert Diver is our role model and industry standard for future articles on dive industry media publications.  Keep up the good work.

During our research of different industry media, we did not look at Digital Magazines that did not have a print component to it.  This medium and business model needs a comprehensive study to determine its impact on our industry.  We did not include digital media in our twelve part series on Uniting the Diving Industry.  We also did not look at in-house publications of the certification agencies and have not included them in our white paper on Uniting the Diving Industry.  

The Dive Industry Association is planning to turn its monthly newsletter, The Dive Industry Professional into a magazine format, that will include both a digital and print component.  It will have topics of interest to both the consumer and trade components of our industry and most of all it will be as all-inclusive as we can afford to make it.  By all-inclusive we mean that we will advertise and promote media sources of information, in addition to our own.  We created a Magazine Page, under the topic, Stay Active on the DIVE LOCAL website, for print media.  This websites is being created as an all-inclusive resource guide of the diving industry for the general public.

The Dive Industry Professional is looking to profile and showcase companies and industry professionals that specialize in diving.  They could be from the Equipment Manufacturers, Retail Dive Centers, Dive Operators, Dive Clubs, Industry Media, Non-Profits, Training Agencies, Travel Businesses or the Sales Agents sector of the industry.  Our goal is to put our industry on a pedestal and promote it to the general public.  This way, we can fulfill Step 8 of our plan to provide an outlet for dive companies to submit two articles about their business, products or people to the major print media in the diving industry every year.   If there is no outlet for this step in the existing dive media sector then we just have to create one.

Our references were taken from magazines donated to the non-profit, Dive Industry Foundation’s business research library.  Magazines and magazine subscriptions are needed to help build the Foundation’s Business Library.  To Donate, please contact Dive Industry Foundation, 2294 Botanica Circle, West Melbourne, FL 32904.  e-mail:  gene@diveindustry.org

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Submit Press Releases to the Media

Submit Press Releases to the Media 
by Gene Muchanski, Executive Director
Dive Industry Association, Inc.

Step 7 to uniting the diving industry is to submit press releases to the media.  Press releases are a very important part of uniting the diving industry.  There is an inexhaustible need to read information about people, products and places in the diving industry.  We all want to know what is happening with diving equipment, diving education and diving travel.  That goes equally as well for industry professionals who work in the trade and for divers who scuba dive for the fun of it.  As Adventure Seekers and Adventure Travelers we are all natural born story tellers to begin with, whether we realize it or not.   I’ve seen dull parties comes to life when someone starts a conversation about diving in some exotic corner of the world.  Throw in the words SHARK or LARGE MARINE ANIMALS and you immediately have people’s attention.  Why not develop that ability in writing and tell your story to the masses?  We can help you with that.

The Business of Diving is all about selling what we do, to people who want to do it too.  To call it a business, you have to sell something to someone.  For a sale to take place, your customer has to become aware of your product, the fact that you sell it and where they can buy it.  That’s called marketing.  To have a successful business you need to sell a sufficient number of products to a sufficient number of people, and to do that you need to have a marketing vehicle that delivers your message, about your product, to the potential  customers that are in the market to purchase it.

Advertising is all about telling your customers that you have something for sale that they need, want and can afford.  Selling is setting up a mechanism where you can close the sale and allow a transfer of product for compensation take place.  A Press Release can therefore be the message that gains the interest that paves the way for a sale.

How can press releases unite the industry?  Here is just one example.  If every one of our Members created 24 press releases per year for publication, more people would subscribe to and read our Weekly News.  Growing the number of subscribers puts more people on the same wave length.  That is what unifies the industry, more people on the same wave length.  The major obstacle is to identify and unify the many different wavelengths in our industry.

Our goal is not just to have everyone just read our Weekly News.  Our goal is to let the general public know about all the major media sources in our community.  That will benefit all of the major media sources and their readers.  We’ll do our part to increase the circle of our influence, to benefit the industry.  We’ll even help our members get their press releases into other sources of media in our community.

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