DIA Members To Exhibit at DEMA Show 2020

The following Dive Industry Association Members are exhibiting at the Virtual DEMA Show Online, November 17-20, 2020 .  Make it a point to visit our DIA Members for Great Show Specials.


Travel Businesses, Destinations, Resorts, & Dive Operators


Posted in Events & Activities, Shows & Events | Leave a comment

Editorial – November 2020

The True Meaning of a Network –
by Gene Muchanski
Editor, The Dive Industry Professional 

Dive Industry Association is a true Global Business Network in the Recreational Diving Community.  We designed it 20 years ago to unite the industry to a common purpose.  The common purpose has always been to bring Buyers & Sellers together to grow the recreation.  Industries don’t grow if working Industry Professionals are not engaged in active commerce and operating their businesses professionally, productively and profitably.

I look back on the diving industry’s history and I can see that our recreational industry started to grow in the 1960’s.  We made major gains in the 1970’s and I believe our decade of explosive growth was in the 1980’s.  You may remember that our industry started to decline in the 1990’s and in the past 20 years has been a mixture of growth, decline, consolidation, acquisition and outright confusion and fragmentation.  The recent economic turmoil in the world’s economy was the breaking point in the recreational diving industry as we know it.   The pandemic is causing serious after-effects on the way we do business in our recreation.  I believe that we are being forced to look at the way we currently do business and change our business models and paradigms accordingly.

Recreational diving businesses are seeing the value in belonging to a global business network like ours, in order to link up with like-minded businesses that share the same goals, aspirations and challenges.  Our Global Network brings Dive Industry Professionals together as a group to unify their focus and sharpen their skills as Sellers of diving equipment, training and travel products.  As an active marketing network association we are actually focusing our marketing programs on bringing qualified buyers to our selling members.  

The big difference between our association and others is that our annual fee is used to acquire and master modern marketing tools to bring our members more business.  We are not a vendor who charges you an annual fee just to sell you more products and services.   We understand that you will never succeed by only buying more products from your vendors.  You will only succeed by selling more products and services to your customers.  Our mission in this industry is to expose and refer you to the people who will become your customers.  What is a referral worth to you?

Let me quickly explain the logic of our Mission  Focus before my life gets threatened as an enemy of the major vendors.  The success of the Recreational Diving Industry comes from the sales of diving equipment, training programs and travel products.  As a Global Networking Association, our Mission is to bring Buyers and Sellers together.  We take that mission very seriously and we make it all inclusive from product conception to product consumption.  I have worked for equipment manufacturers, training agencies and travel companies.  I fully understand their agendas, priorities and current sales focus.  I was also a dive store employee, manager and owner for ten years.  I know the importance of working with  professional vendors who treat you like a sales partner instead of those who treat you like a mere customer with a big check book.  As a Dive Store Retailer I always sought out vendors who not only helped me buy sellable products but helped me to resell them to my customers.  The more I sold, the more I bought.  Not, vice versa.  That’s what makes retail stores successful.

In this post-covid time frame, the Dive Industry Association is reaching out to Buyers and Sellers worldwide to offer you membership in our Global Business Network.  Let us help you identify quality vendors who will work with you to complete the sales of diving equipment, training and travel goods and services.  Let’s work together to identify and reach qualified buyers for you.  Let us help you to rebuild your businesses and restart this wonderful recreational business community.

For more information about Membership in the Dive Industry Association, go to www.diveindustry.net   

For more information about this article, contact Gene Muchanski at gene@diveindustry.net 


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Mastering “Business of Diving” Issues

Mastering the Business of Diving Issues –
by Gene Muchanski
Editor, The Dive Industry Professional 

Most of the larger companies in the diving industry have established a reputation for being knowledgeable in their main product or service category.   When they focus on products and services they are good at producing, it’s called their “core competencies.”   Successful companies market their mastery of their core competencies because that is what they  derive the majority of their revenue from and that is what their brand is built on.

The diving industry is based on the sales of diving equipment, training certifications and dive travel.  I have been fortunate enough in my career to have worked as a Product Manager and Sales Manager for two major dive equipment manufactures, a Marketing Director for one of the largest certification agencies and a Travel Advisor for a number of dive travel companies.  Let me share a little inside information with you about why these sectors should stick to their own core competencies.

Diving equipment manufacturers are recognized for their quality diving and life support equipment.  Their Sales Agents are taught to know everything about their equipment line.  How it’s made, how it functions on a dive and how it’s maintained or repaired.  When I have a question about a piece of diving equipment I go to a number of dive equipment sales reps or employees of the companies themselves.  I trust the manufacturing section to be Masters on all Diving Equipment Issues.

As a former Executive of a major certification agency, I know that our Training Agencies are all about Mastering the educational process that goes into developing training courses for divers.  Their Sales Agents are trained in the development, necessity, teaching, selling and follow-up of all of their courses their agency produces and sells.  They are education experts and are the Masters of teaching diving course.

Travel company employees are Masters of the hospitality and tourism industries in addition to being Masters of Recreational Diving.  Training and preparation in this industry is extensive, exhausting, and on-going.  When I became a licensed Travel Advisor I was overwhelmed with the amount of training and professional development that was involved.  I know where I go when I need to learn something about the travel industry.

Now let me tell you about the need to be a Master of the Business of Diving issues !  Even after receiving a degree in Marketing from the University of Connecticut and working as the Marketing Director for a major certification agency, I got the most hands on, practical business experience working in my dive store for ten more years.  And that was just the beginning of my education.  My equipment sales reps and training agency reps were no help at all when it came to questions about how to run a dive business.   My equipment reps didn’t share business advice for fear of making a store owner angry at them and losing his orders.  They just told me to buy more equipment.  Same thing with the training reps.  They weren’t in the business of offering free business advice so they just told me to teach more classes.

Where it all came together for me was in the eight years I spent with the University of Houston as a Senior Advisor and Business Consultant for the Small Business Development Centers.  My clients came from all industries, not just diving.  The Professional Development I needed to complete annually involved learning about business hardware, computer software programs, business technology, planning and operation programs, banking, insurance, law, accounting, marketing, etc.  The list goes on and on.  I attended semi-annual SBA Banking Conferences.  I participated in annual Professional Development Conferences for Consultants, both at the State level and the National level.  I can’t count the number of seminars, luncheons and dinners I attended to meet business leaders from the U.S. Government, Microsoft, Intuit, Apple, Palo Alto Software and so many other hardware and software developers.  All with great tools for running businesses more professionally, productively, and profitably.

We started the Dive industry Association 20 years ago to provide the industry with an organization that would focus on helping diving entrepreneurs start, grow and succeed in the Business of Diving.  Over 1,600 small businesses have taken advantage of our business consulting and market advice.  In 2002 we conducted a survey of the Dive Retail sector and was surprised to learn that while 100% of the stores had an equipment sales rep and 100% of the stores had a training rep, only 23% used a Business Consultant.  Unfortunately, we did not identify the source of their business consultants.  I guarantee, we will now.  Our 2020 Surveys are ready to go.  I just hope we can convince the industry to participate.

After the great economic paradigm shift of 2020, we will once again survey the 1,525 Retail Dive Stores in the U.S. to see how much the retail industry has grown, shrunk or changed in the past 18 years.  We will also run our Annual survey for Sales Reps, to the 123 Reps we have on our database.  One thing is for sure.  The Dive Industry Association and our Global Business Network will continue to focus on partnering with business leaders and bring modern business technologies to as many diving entrepreneurs in our international diving community that are interested.  Are you one of them?

For more information, contact:
Gene Muchanski, Executive Director
Dive Industry Association, Inc.
Phone: 321-914-3778
email: gene@diveindustry.net 
Web: www.diveindustry.net


Posted in Business Improvement, Industry | Leave a comment

Editorial – October 2020

The World Has Changed – Have You? –
by Gene Muchanski
Editor, The Dive Industry Professional 

There is one thing for certain in life – things will always change.  Change can be a good thing or a bad thing.  It all depends on how you respond or react to it.   Our businesses are in a continual state of change also.  As intelligent business people we need to keep ahead of things that may change and be prepared for whatever happens.  When major changes occur in our way of doing business, we call it a paradigm shift.  Well, thanks to a number of major changes to the world economy this year, we have entered into a paradigm shift like never before.   The way we do business has changed for both the buyers and the sellers.

Now I don’t want to sound like change is a bad thing.  In fact, there are a few things that are changing for the better in the recreational diving industry.  It’s too early to tell how much of the industry has or will change but as change occurs, it’s up to us to change with it.  Adapt, so to speak.

One major change so far is something that is very close to my heart.  It’s Trade Shows.  In 2020, dive shows died.  Our World Underwater, Beneath the Sea, Scuba Show, Shark Con, Surf Expo and DEMA Show did not hold their live events this year.  Attempts to conduct virtual trade shows has had mixed success so far.  Probably because they are boring, time consuming for the public, not done right, or too expensive for a profitable return on investment.  Another major problem with virtual shows is that the producers have little or no experience at designing and conducting them.  There are so many flaws with the way virtual trade shows are being conducted, I have a hard time getting excited about them or even recommending them for the diving industry.   However, I do think there may be something new and exciting on the horizon.

Going back four years or so, I started asking shows & event producers to let us combine digital online programs with our exhibit booths at their trade shows.  Wifi access at that time was either blocked, limited, or very expensive.   So the answer was no.  Just buy a booth from us and forget your online stuff.  Well, I heard that things may be changing soon.  I heard about Hybrid Trade Shows and I think I know where they are going.  This may turn out to be a way back for Shows & Events in our industry.

Another thing that has changed is the size of events.  Having a multi-day show for 10,000 attendees, at a location 1,000 miles away from home is a thing of the past.  Venues are too expensive, travel is limited and unpredictable, hotels and lodging may not be available,  large crowds are not recommended anymore, and having to compete for the limited time of the attendees is not cost productive anymore.  One of the main reasons so many of us went to these events was for the social interaction.  Now, that’s gone and so is the way we conduct these “old” shows.

We now see that professional development seminars can be done online.  We also see that large attendances actually work against us in a multi-day event.  We recognize the difference between a buying show for dealers and a show & tell show for industry professionals.  They are different and can be conducted separately.  Exhibitors no longer have to bear the cost of an expensive venue so that we can conduct a less expensive professional development conference.

Faced with a declining market and limited business opportunities, we must adjust our business models to remain focused on what is important to our industry and the businesses that are in it.  The whole purpose of an industry is to create and maintain marketplaces where buyers and sellers come together to do business.  The business our recreation is in, is the selling of diving equipment, training and travel.  The front line workers in our industry are the diving instructors, dive store owners, dive operators and dive resort staff.  I am confident they know diving well enough to survive in the future.  I am not so sure they are prepared or trained for the change in the business of diving technology.  The market has changed and so has the business tools and techniques we need to run our businesses. 

The market is changing.  Our business tools are changing.  Are you?

Be on the cutting edge of change by becoming a member of the Dive Industry Association, the Global Dive Business Network dedicated to bringing Buyers & Sellers together.  For more information, contact Gene Muchanski at gene@diveindustry.net  


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September Begins a New Season

The New Season Starts in September –
by Gene Muchanski
Editor, The Dive Industry Professional 

There’s a certain rhythm to the business seasons in the diving industry.   If you’ve been in the business for any length of time, you may have wondered why events seem to have an ebb and flow to them.  Historically, and naturally perhaps, September marks the beginning of the new diving season every year, regardless of the timing of the DEMA Show.  Here’s a couple of reasons why September is so important.

Scuba Diving is a recreation and recreations have a seasonality curve to them.   Seasonality curves have a lot to do with the weather, holidays, work and school schedules and consumer buying habits.  The typical summer season is Memorial Day through Labor Day.  Kids are out of school, families plan their vacations and the weather is warm and inviting in the United States.  Retail sales should be brisk during this time period, leaving inventory levels low and open-to-buy dollar levels at a high point by the time Labor Day rolls around.  When the kids go back to school and activity slows down, Retailers have the time to clean house and get ready for the Holidays and the new diving season.  In the retail industry, some stores do 25% of their annual sales during Christmas shopping.  It’s a great time to sell off last year’s gear at discounted prices while showcasing next year’s NEW gear at premium prices.   Sales Reps from the large diving equipment manufacturers have known this for years.  They are on the road with their new samples beginning September 5th.  It always seemed like a race to get to the Retailers first, show them the new products, get their orders and lock up their open-to-buy money before someone else does.  Things haven’t changed, even when the DEMA Show switched show dates from January to November.

January through March used to be the pre-season period.  We all exhibited at DEMA in January and participated in the consumer dive show circuit in February and March.  It was time to stock the stores in April and May and get ready for the new Memorial Day to Labor Day Summer Season.  Up until the covid pandemic this year, the pre-season period grew to January through April with May still being the restocking period.  All of that changed and we now have to fill in the blanks next year for January through May.  We have some ideas on how the industry can maximize its effectiveness but remember, this is only a first draft.  Your comments are welcome.

First we have to divide the industry activity to In-Season and Off-Season.  In-Season is when your dealers and clients are busy making money.  Give them your support during that time but stay out of their way.  The Off-Season time is when we should conduct our Professional Development Training.  Let’s face it, dive shows may never return to the way they were.  We still have to make the best use out of our industry down-time.

Let’s start the new season in September, right after Labor Day.  Send the Reps out to show their new lines and take orders for Christmas.  Move the DEMA Show back to January and clear the way for Retailers to focus on 4th quarter sales and to enjoy the Holidays with their families.  In January, start the on-line professional development webinars and conferences.  Plan to end this period by the end of April.  Instead of planning a single event with 300 seminars, schedule dive equipment seminars, training seminars and travel seminars separately.  Make sure that each industry sector (Equipment, Training & Travel) doesn’t compete with other sectors and does not compete within its own industry.  As an example, have DAN, NAUI, PADI, and SSI plan their seminars on different days.  Same thing goes for Aqualung, Huish, Mares and Scubapro.  Remember, some Retailers may be Aqualung and Scubapro Dealers who certify through DAN, NAUI and PADI.  Separating your professional development training gives your dealers an opportunity to attend all the training they need.  No conflicts – No competing for Dealer time.

The month of May should be used to make sure your Dealers are ready for the new summer season.  When Memorial Day arrives, your Marketing people should go visit their Dealers to see how they are doing, analyze their effectiveness, and get some good old fashion press content for future marketing purposes.  Your sales people should be working on next year’s line of equipment, getting samples ready and making sure everything is on track for the introduction of the new line for the next season, beginning on Labor Day.

I know.  Easier said than done.  The main point of this article is not to tell the industry what to do or how to do it.  Our point is that things are going to be different from now on and that we need to rethink everything.  Equipment, Training, Travel, Customers, Dealers, Sales, Marketing, Time & Date to Market, Professional Development, Shows & Events, Communications, etc., etc.  The best thing I can say is have a plan for what you are going to do, why you are doing it and what outcome are you shooting for.  Start with an outline.  Walk through the process.  Add content as necessary.  Make it a working plan in process.

Good luck in the next season.  Stay safe.

Posted in Business Improvement, Industry | Leave a comment

Editorial – September 2020

Doing More With Better Tools –
by Gene Muchanski
Editor, The Dive Industry Professional 

Running a business is a lot of work.  We spend at least half of our time doing what the business does and the rest of the time actually running the business.  Doing what the business does is what brings in the money, so naturally that is what many of us focus on.  The secret of success, however, is learning how to run your business more proficiently, professionally and profitably so that you have more time to do what the business does.  I’m a firm believer in using modern marketing tools to handle the business side of running a business.  Good business tools help you plan your business, operate your business and record and analyze your business.  The better the tools, the more efficient and effective you can be.

Having good tools is only part of the solution.  You have to purchase the right tool for the right job.  Reading up and learning about the features and benefits of the tool is necessary to learn how to use the tool for what it was designed for.  In other words, you would be better off purchasing a Point of Sale software program and becoming efficient at it rather than recording your sales on an Excel Spreadsheet.  Wrong tool for the job.  I see that all the time in business, where someone is using a computer program to do something manually, rather than having the right program that does the calculating for you.  Doing it the manual way takes longer and is not as accurate as a software program that is programmed to do the calculating for you.

Vendors who are in the market to hire sales and marketing expertise would be wise to ask about the type of hardware and software their potential hire uses in doing their job.  As a contracting executive I would want to know the extent of a new hire’s knowledge of business hardware and software.  Have they kept pace with the modern tools and technologies that will give my company a competitive edge?  How do they acquire new customers?  What do they do to build and maintain their relationship with their clients?  Do they do anything special to retain their business?  How often?  And finally, are they following up with their clients on a regular basis and reporting back to you?  A professional business can only do this successfully with good business tools, they understand how to use, and use correctly.

During the past six months, many dive businesses were not able to do what their business specializes in.  Instructors were not teaching.  Dive Operators were not taking divers out on their boats.  Dive Stores were not open.  Dive Resorts were not open for business.  And Dive Equipment Manufacturers stopped or slowed down production and furloughed many of their people.  This was the darkest economic period I have ever seen in the recreational diving industry.  I’m only hoping that many of our peers took this opportunity to get some constructive work done on their business operation.

Most of the shows & events the Dive Industry Association normally exhibits at were cancelled.  FAM Trips we were planning to participate in were cancelled.  Dive Trips we go on as Travel Bloggers were scrubbed.  We were forced to change our business model from hands-on and face-to-face marketing to digital marketing.  Since we weren’t traveling and had more time on our hands, we decided to spend the time analyzing the way we do business.  We took inventory of all of our hardware and software marketing tools and  analyzed their current effectiveness.  We upgraded many of our software programs and got caught up on their training programs.  We looked at the hardware we use to run these marketing programs and upgraded or replaced them as necessary.  We also spent a lot of time learning about and bringing on new software programs that will improve the way we do business for our members.

During the past six months our Association continued to update the industry about the many changes to the dive trips, FAM trips and shows and events the industry was conducting.  Our Weekly Dive News and Monthly Newsletter kept our members in the eye of the diving public.  We also took the time to create and publish our vision for the diving industry’s future State of the Recreation. We are building world markets where buyers and sellers are meeting to do business, but doing it on a regional basis (Local Markets).

Our future business model will employ the use of the best sales and marketing tools that our budget will allow.  The hardware and software we employ will be task specific.  We will be more digital than hands-on.  We will employ more and better graphics.  We will embrace video conferencing, podcasts and webinars.  We will employ more 24-7 continual marketing programs rather than isolated one day events.  Our face-to-face meetings will be targeted to smaller groups, in regional locations, all with a focused “Call to Action.”

Our Mission is to bring Buyers & Sellers together.  Our goal is to bring a message of the joys of recreational scuba diving to the general public.  We will aid our Members so they can teach people to dive, sell them gear, take them diving and keep them active. Our purpose is to be the Premier Trade Association that specializes in the Business of Diving Issues, helping our Members become more Professional, Proficient and Profitable.

We want you to be a part of this growing global business network.

For more information, contact:
Gene Muchanski, Executive Director
Dive Industry Association, Inc.
Web: www.diveindustry.net
email: gene@diveindustry.net
Phone: 321-914-3778


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Clearly Cayman Waives Group Deposits

Photo by Jim Helleman

Group Deposits Waived on
Pre-DEMA Rates

Clearly Cayman Dive Resorts is now waiving their normal deposits on groups of 10 or more booking 7-night dive vacations to any of their resorts for travel through January 14, 2023. This enables dive shops and clubs to book ahead and start selling spaces early before risking any financial commitments.

Photo by Tiago Peixoto

“We know the COVID-19 pandemic has been especially hard on local dive shops whose customers are still going to want to travel once the ‘all clear” is given. But with all the groups not able to travel in 2020 due to the Cayman Islands’ government shutting down international arrivals, 2021 and even 2022 prime dates are filling up fast,” according to Sue Belport, Sales Director for Clearly Cayman. “So waiving group deposits gives them a chance to plan ahead, get our lowest group rates of the year, and avoid disappointment that their dates and/or resort aren’t available.”



Pre-DEMA Group Packages

Clearly Cayman Resorts include Little Cayman Beach Resort, Cayman Brac Beach Resort, and Cobalt Coast Resort on Grand Cayman – all with a diver-focused approach. Pre-DEMA group specials start at $1,595* and include up to two free bonuses depending on travel dates. Packages include:

  • 7 nights’ accommodations
  • Breakfast, lunch, and dinner daily*
  • 6 days x 2-tank morning boat dives
  • Shore dive on house reef – Cobalt Coast Resort, only (weather permitting)
  • Complimentary use of a dive computer if the diver doesn’t own one
  • Complimentary WiFi
  • Welcome rum punch
  • Manager’s cocktail reception
  • Airport ground transfers
  • Resort fees, taxes, and gratuities (except dive gratuities which are not included)

Groups also earn 1 free spot for every 9 paid members of their group.

FREE Bonuses for Groups Booked by October 16, 2020

Group leaders also get to select from one of these free bonuses:

  • 5 days x 1-tank afternoon boat dives
  • Nitrox upgrade
  • $100 resort credit per diver
  • 21-drnink package
  • $500 group leader credit
  • Double Reef Rewards**

For travel during Cayman Island “Value Season,” group leaders will select a second bonus from the list above. This includes travel July 24, 2021 – October 23, 2021, or July 23, 2022 – October 22, 2022.

COVID-19 Update

All three resorts have been closed since mid-March when the government shut down international travel to the islands in order to prevent the spread of COVID-19. At present, plans call for the initial lifting of international travel restrictions on October 1, primarily for returning part-time residents and staff. The Cayman Islands Government announced their tentative plan to relax restrictions on inbound international vacationers on November 1, although details have not yet been finalized. Assuming that ll of this goes according to plan, Clearly Cayman Dive Resorts plan on reopening to guests on November 7.

Photo by Tiago Peixoto

For More Information

For more information, please contact Clearly Cayman at 800-327-3835 or 727-323-8727. Or visit  https://www.clearlycayman.com/dema/



* Prices listed are per person based on double occupancy in lowest priced rooms. Rates for other room types, occupancy, dates, and packages may differ. Available for travel dates indicated above, subject to availability. Saturday night arrivals with 7-night stays required. Meal service begins with dinner on arrival day and ends with breakfast on departure day. Bonuses provided for paid divers, only, and may be forfeited if group drops below 10. Not valid with other offers.

**Reef Rewards is the program that lets dive shops and clubs eacn $100 per paid group diver on their trip toward the group’s next trip to any of our resorts. For more information on Reef Rewards or to enroll, visit ClearlyCayman.com/ReefRewards.

Link: https://www.clearlycayman.com/reefrewards/

Posted in Press Release, Travel Special | Leave a comment

The Business of Diving – Post COVID19

The Business of Diving – Post COVID19 –
by Gene Muchanski
Editor, The Dive Industry Professional 

We all start out in diving for different reasons; recreation, hobby, job related requirement, collateral duty in the military, or professional career.  This article narrows the focus to the recreational side of diving.  The Global Recreational Diving Community is made up of Recreational Divers and Dive Industry Professionals.  Recreational Divers, also known as sport divers, dive for the fun of it.  They get certified, buy or rent their gear and go diving.  Many stay active but many drop out shortly after their initial training with just a few dives under their belt.  In order to grow the recreational diving industry, we need to make scuba diving more appealing so that more people will want to learn to dive, buy their gear, go diving and stay active in the recreational for a long time.  In the post COVID-19 business model, I think it’s time to focus on creating more recreational divers and not necessarily more Dive Industry Professionals.  Let me explain why.

When I started diving in 1967 there were not many divers around and fewer instructors.  As a 15 year old high school student I think there were 2 divers in my high school of 1,200 students.  So we started a scuba club and I got certified after a long search to find a scuba instructor to take lessons from.  Now there were 3 divers in our High School and then I found out that the other two divers were never certified.  They just bought their gear and started diving.  As a certified diver I joined the City Civil Defense Dive Team and started to teach other people how to dive.  I even got a chance to dive with the local Police Department and the local ATF Office.  Not bad for a 15 year old.

After three years of teaching my friends to dive I tried to sign up for a NAUI Instructor Course because that was the next level of certification after Basic Scuba.   The closest Instructor Course was in Massachusetts, run by Fred Calhoun, who unfortunately told me I was too young and to come back in 3 more years.  It seemed that more people wanted to dive then there were Instructors to teach them.  It didn’t take the certification agencies long to realize they needed to increase the number of instructor courses they offered.

As the number of scuba instructors grew, so did the number of certification agencies.  Each agency designed and developed more types of diving courses their instructors could teach.  Before you knew it, our recreational community had tens of thousands of Divemasters, Assistant Instructors and Instructors who achieved their level of diver education with little or no intention of becoming a Dive Industry Professional.  That is not a bad thing.

In the Post COVID-19 era of our recreation, I believe we need to distinguish the difference between a well educated and experienced sport diver who dives for enjoyment and a sport diver who becomes a part time or full time Dive Industry Business Professional.   Not every dive instructor ever certified currently teaches diving or trades their skills for compensation.  There is nothing wrong with becoming an Instructor and then not monetizing that level of expertise.  Although I believe that becoming an Instructor is no longer the required “ticket to punch” to get a job in the diving industry.  Teaching yes but diving business no.  What we need to do in this new normal economy is to promote the diving instructors who are actively teaching classes and want the general public to know they are ready and willing to teach scuba diving classes.

I want to reiterate that our focus is not on the word “professional”, it’s on the word “business.”  Regardless of your level of diving skill achieved, only diving instructors who are working part time or full time need to advertise and market their intentions.  The Diving Industry’s business community needs to help working instructors teach dive classes.  This can be in the form of student acquisition, classroom and pool access, scuba equipment rental or access, open water and referral assistance and dive resort travel compensation.  The goal is to help them find, teach and certify new divers.

Another thing the diving industry needs to be doing better is treating divers who have achieved high levels of certification like the professionals they are, even if they are not monetizing their skills.  Many of them are active divers, opinion leaders and industry influencers.  If they are actively getting divers to go diving or stay active in the recreation, they should be courted.  Not for their influence but for their ability to convert influence into sales for you.

So how do you identify who is actively teaching classes, selling gear, taking people diving and keeping them active in the recreation?  You become part of a network group that specializes in data acquisition, customer relationships, database management and marketing communication.  You aline yourself with an organization that excels in bringing Buyers & Sellers together because that is how you get more referrals, more business opportunities and more sales.  You need to become part of a network that takes the business of diving seriously.

For more information, contact Gene Muchanski, Dive Industry Association, at gene@diveindustry.net




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Editorial – August 2020

Tell Me What You Want Me To Know –
by Gene Muchanski
Editor, The Dive Industry Professional 

I’m not going to mention the “C” word in this editorial.  It’s not about obstacles in our path or demons at our doorstep.  It’s not even about monsters under our bed in the middle of the night.  Today is all about you and your business.  So is every today for the rest of your life.  So what’s your plan?  Given the hand you have been dealt, what are you going to do now?

Not every dive business in our industry is in free-fall now.  Some are actually doing better.  Some not so good.  Many are free-falling and out of control, but that’s not the worst thing.  The thing that is hurting our community the most is that there are too many dive businesses that don’t even know they are in trouble and headed for ruin.  What you don’t know can hurt you.  This year or next, I feel that each member of our community will have to make a choice to either continue as a diving business (Industry Professional) or return to scuba diving as a recreation (Recreational Diver).  Either way, our community needs to come together to make diving better for all of us.  Hard choices have to be made.

For dive businesses, consider the fact that we are not all in the same boat, but we are all in the same storm.  Every businesses is uniquely different but the solutions to our challenges are pretty similar.  First we have to get a feeling for where we are in this economic downturn.  We need to assess our current situation.  What is our current income and current expenses?  How is our cash flow and what do we have for assets?  Can we sell a sufficient number of profitable products to enough profitable customers to stay in business?  Can we be successful in the future or would it be wiser to cut our losses now and close our business?  Either way, the choice is yours, alone, to make.

Staying in business or closing your business requires the same logical format. 1) Establish your current situation.  2) Analyze the current and future market potential.  3) List all the potential options available to you.  4) Choose the best inputs (actions) to achieve your planned outcomes.  5) Execute your plan.

There are a number of things you might want to consider when making your choice about your profession or hobby as it were.  What do you want out of scuba diving as a recreation or profession?  Is it the diving what makes you happy?  Do you get enjoyment and fulfillment out of teaching people to scuba dive? Do you enjoy the diving lifestyle and exotic travel it provides?  Is running a diving business successfully the thing that motivates you the most?  These are all good reasons to be into diving.  Pick the ones that are best for you.  Whatever you decide, we have some predictions about what is happening in the international diving community that may affect your choices.

Because of the current challenges that are affecting the worldwide recreational industry, I believe that business conditions have changed permanently.   The size of the supply side is getting much smaller.  Marginal businesses without good cash flow management are going out of business.  Without the necessary sales of diving equipment, training and travel, hundreds of dive stores will be forced to close their doors.  Many part time stores will decide that it is not worth the time, money and manpower investment to operate a marginal business.  Countless independent instructors may not be able to justify renewing their instructor dues, liability insurance and agency affiliations without being able to teach a sufficient number of new divers.  Liveaboards and Dive Resorts will be forced to let go of staff and close their operations because of limitations placed on them by their local government, tourism boards, and the airlines.

So where is the silver lining in these dark clouds?  Good question.  First of all, I feel that the supply side of the diving business community will reorganize and focus on the business of diving priorities. As their competition decreases, their market share will increase.  If they wisely choose to return to established channels of distribution, they will decentralize their operations and strengthen their local market dominance.  I truly believe that centralizing and vertically integrating a diving business at this time will put even profitable companies out of business in this new era.  I believe that dive companies who have recently made a business model change to centralize and vertically integrate will be too slow to reverse direction and it may cost them their market position or their company.

With that said, there may be tremendous opportunities on the horizon for small, smart and progressive companies to create and follow a detailed plan to recapture market share from their competitors and establish dominate local customer loyalty.  The silver lining in all of this is that the demand side of our recreation is still quite large.  There may even be an increased pent-up demand caused by six months of decreased spending and increased savings.  The market is there.  The money is there.  But they may not know that you are there.  When was the last time you were in direct contact with your current and former customers?  Well, now is the time.

As the world economy is beginning to open up, millions of buying decisions are being contemplated by divers all over the world.  If you have been marketing and advertising during the pandemic, these customers may know who you are.  If you have been waiting for the market to return before you advertise, these customers either have forgotten you or don’t know you from a goat.

For the past forty years I have been saying that dive companies should always be promoting their company and their products to the current, former and future market.  Staying in front of potential customers is what brings in sales.  Create a relationship with your customers and they will think of you first when they decide to buy.  And this is the time where customers are thinking about buying again.

Put yourself in your customer’s head.  What do you want them to know about you right now?  “We are Dive Company X” – “We make Dive Gear / Training Courses / Travel Products” – “We are Open for business / Not open yet” – “Here is our Get Back to Diving Special”  – “Here is our Call To Action Offer & Contact Information”

Go to the market now and let buyers know you are still in business.  Don’t wait until the market starts buying.  Once they start buying it means they didn’t choose you.  They bought from someone else!



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Amphi’s Crowdfunding Campaign


Welcome to Amphi, the world’s first oxygen saving and hands free underwater scooter. You’ve never experienced anything like this. Amphi uses the swimmer’s own finning style to intelligently add power in very precise ways.

Amphi works a little like an electric bicycle, adding power in response to input from the swimmer. Add a little power or a lot. The result is an increased range, reduced oxygen consumption, and a whole new dimension to your water activities. We call it “hybrid propulsion,” but you’ll just think it’s fun.

Amphi is amazingly maneuverable. Its monofin design promotes tight turns and rolls, and even allows you to swim on your back like an otter. Swim any way you wish. Amphi can add just an extra boost, or provide all of your propulsion. Imagine simply resting while effortlessly being propelled by Amphi.

Quiet, lightweight, and environmentally friendly, Amphi is a full package replacing your scooter and fins. Most of all Amphi is easy and fun to use!

Amphi is not perceived by a swimmer as an additional piece of equipment, but rather as an enhancement to his or her natural abilities. Using Amphi feels just like natural swimming, but requires less energy, or no energy at all. Like conventional underwater scooters, Amphi has a continuous mode that provides constant propulsion. Yet, unlike conventional scooters, Amphi operates hands-free.

Perfect for your vacation, Amphi can be checked at airports, and is the smallest and lightest underwater propulsion device for the amount of power it provides.

We are preparing for a crowdfunding campaign later this month. Our crowdfunding efforts will support further development of Amphi and make the world’s first bionic monofin available in the marketplace. So far, we have developed three prototypes. Each one has led to major breakthroughs and advances in personal underwater propulsion. Our latest is nearly perfect—providing the swimming experience we imagined when the Amphi project began.

We deeply appreciate your help. Without your donations, this project, our dream, wouldn’t be possible.

Amphi Americas is a US-based company, run by an adventurous and outdoor-loving family. Dr. Marek Swoboda is the genius behind Amphi, the world’s first powered, bionic monofin.

Marek is a perpetual inventor and a life-long enthusiast of underwater technology. His behind-the-iron-curtain upbringing gave him a unique perspective on underwater technology. Having a Ph.D. in bioengineering helped him create, develop, and build our product.



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