Retail Profile

DIF-200Dive Industry Foundation is dedicated to defining and analyzing what makes our industry what it is today and for suggesting ways to make it better and grow the industry.  To be successful in this endeavor we need the help of hundreds of Retail Dive Centers.  Very little is known about our industry, much less about the Retail Dive Centers who are the main generators of sales & certifications in the industry!  If it were not for the Retail Dive Centers there would be no diving industry!

Below please find the Industry-Wide Retail Dive Center Profile.  This started out as an annual retail survey in 2002 and has become an Industry Profile that can be filled out once and updated every year by the store owner.  The industry profile is conducted to better understand Retail Dive Centers and to address their needs.  We ask all Professional Retail Dive Centers to take a few moments and fill out the profile and mail it to our office in West Melbourne, Florida.

Dive Industry Foundation has been a trusted name in the industry as a Non-Profit Organization specializing in promoting economic development in the Diving and Watersports business community for the past eleven years.  We encourage all Dive Retailers to take part in growing our industry.  All participants get a print copy of our Dive Industry Report, “State of the Industry.”  You will also be included in our National Dive Center Dealer Network.

The Dive Industry Foundation guarantees that all information submitted in this profile is held in absolute confidence and in no way will be shared individually with any company or persons.  The profile input is tallied to create Industry averages and trends.  All participating Retailers will receive a detailed “State of the Industry” report.  Some Industry averages may be published in the The Dive Industry Professional and high-lighted on our blog web site.  Your cooperation is highly appreciated.   Thank you in advance for your time and effort.


Contact Information:

Company Name (or DBA):  _________________________________________

Business Structure:   [  ]  Proprietorship     [  ]  Partnership     [  ]  Corporation    [  ]  LLC

Date opened Business: __________________________________________

Years in Business _________________________________________________

Business Address: ________________________________________________

City / State / Zip: ________________________________________________

Contact Name: __________________________________________________

Title: _________________________________________________________

[  ]  Male   [  ]  Female   [  ]  Male & Female Couple

Date of Birth: ___________________________________________________

Highest Grade Completed: __________________________________________

Business Phone: [          ] ____________________________________________

Fax #  [          ] ___________________________________________________

Home Phone:  [          ]  _____________________________________________

Cell #  [          ] ___________________________________________________

E-mail Address: _________________________________________________

Web Site (URL): _________________________________________________

Facebook Page: __________________________________________________

Skype: ________________________________________________________

Survey Questions:

Store Square Footage ______________________________________________

Sales Floor Square Footage __________________________________________

Days/Hours Open: _______________________________________________

[  ]  Own     [  ]  Rent / Lease         [  ]  Pool on premise          [  ]  Classroom on premise

Number of Employees:  Full Time ______________   Part Time _______________

Number of Instructors _____________________________________________

Do you sell:  [  ] Swim    [  ] Dive    [  ] U/W Photo    [  ] Kayak    [  ] Surf    [  ] SUP
[  ] Apparel    [  ] Swim Wear

Major Equipment Lines: ___________________________________________


2022 Gross Sales:  $ _______________________________________________

Compared to 2021 Gross Sales:  Better / Worse

In-Store POS Computer
Hardware ______________________________________________________
Software ______________________________________________________

Are you thinking of expanding into other watersports?  Yes / No

Instruction:  Yes / No     Agency: ______________________________________

Students per year (2022): ___________________________________________

Type of Instruction:  [  ]  Swim     [  ]  Scuba      [  ]  Tech     [  ]  Rebreather     [  ]  Freediving
[  ]  Other ______________________________________________________

Rentals:  Yes / No

How many sets of rental equip? _______________________________________

Brands of Rental Equipment: _________________________________________

How often do you sell (rotate) your Rental Equipment? ________________________

Repairs:  Yes / No

Number of Qualified Repair Techs _____________________________________

Compressor:  Yes / No   [  ] Air   [  ] Nitrox

Type of Compressor _______________________________________________

Compressor capacity: ______________________________________________

Do you have a Dive Club?  Yes / No

Name of Club:  __________________________________________________

Do you:  [  ] Sponsor Local Dives     [  ] Charter Dive Boats

Do you  sell Dive Travel Vacations?   Yes / No

Do you  use a Dive Travel Wholesaler?

Which one ? ____________________________________________________

Number of Dive Travel Specialists:  ____________________________________

Number of Dive Trips per year:  _______________________________________

How many dives did you make last year? _________________________________

Do you have a written Business Plan?  Yes / No

Do you have a written Marketing Plan?  Yes / No

Do you use Business Consultants?  Yes / No

Type Used _____________________________________________

DEMA Member:  Yes / No

Dive Industry Association (DIA) Member:  Yes / No

Will you attend the 2023 Surf Expo in Orlando, FL (September 7-9, 2023)?                    Yes / No

Will you be attending the 2023 DEMA Trade Show in New Orleans, LA?  (November 14-17, 2023)                  Yes / No

Do you go to Consumer Dive Shows?   Yes / No    Attend / Exhibit

Which ones? ____________________________________________________

Do you go to Travel & Adventure Shows?   Yes / No    Attend / Exhibit

Which ones? ____________________________________________________

Your Top 5 needs as a Dive Industry Retailer:






Would you be interested in participating in addition surveys conducted by the Dive Industry Foundation?  Yes / No

Additional comments about the Industry __________________________________________________________________________________________



Thank you completing this survey.  By doing so, you’ve taken a Leadership role in this industry.

Please return via Direct Mail or eMail

Return to:
Dive Industry Foundation,  2294 Botanica Circle, West Melbourne, FL 32904

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s