Scuba Diving Industry™ Magazine published by Cline Group, LLC. Printed and mailed to all dive retailers in the USA and digitally delivered to over 17,500 dive professionals in 165 countries. Published monthly, so "Start a Conversation" with your Business Customers!
SCUBA DIVING INDUSTRY DEMA SHOW ISSUE - EXHIBITOR LIST PG 52
OCTOBER 2025 PUBLISHED BY CLINE GROUP
TRAVEL SAFETY ECO PRO TRAINING RETAILING RESEARCH INNOVATION BUSINESS EDU INNOVATION BUSINESS EDU SAFETY ECO PRO TRAINING RETAILING RESEARCH
Photo by Amos Nachoum of Andre Hartman diving with a Great White Shark in South Africa
TRENDS IN DIVE RETAILING, TRAVEL & TRAINING
digital version
ADVERTISERS 2,3,4,5,6 Aggressor Adventures 9 Shearwater Dive Computers 11 Books by Dan Orr/Best Publishing 11 Copeland’s Dive Shop for Sale 12 Dive BVI’s 50th Anniversary 13 Divers Alert Network (DAN) 15 Alex Brylske’s Book by Reef Smart 16 Wayne B. Brown Book 16 Make A Di ff erence Challenge 17 Bahamas Ministry of Tourism 18 Fort Young Hotel Dive Resort 19 Sea Experience, Ft. Lauderdale, FL 20 Barefoot Cay Resort, Roatan 21 Coltri Compressors 23 Fiji Airways & Caradonna Dive 25 Deep Blue Adventures Travel 27 All Star Liveaboards 28 Buddy Dive & Caradonna Dive 29 SSI/Scuba Schools International 30 Gil Zeimer Book/Best Publishing 30 Stream2Sea Reef Safe Products 31 Blue Force Fleet Liveaboards 32 ScubaWeather.com 33 SeaCure Custom Mouthpieces 34 Cayman Islands & Caradonna 37 Fog-X Mask Defogging Film 38 Clear Story Coach 38 NAUI’s 65th Anniversary 38 Scuba Show 2026 East & West 39 Our Writer’s DEMA Seminars 40 Win A Pizza Part for Your Sta ff ! 41 Sau Bay Resort & Spa, Fiji 42 Big Animals Global Expeditions 43 Neal Watson’s Bimini Scuba 44 ScubaRadio 46 Visit Cayman Islands | ISDHF 47 Diveplanit Travel Planners 48 Dive Marketing Media Services 49 Anthony’s Key Resort, Roatan 50 DEMA Sponsored Seminars 55 Explorer Ventures Liveaboards 57 The Dive Shop @ Cape Eleuthera 59 X-Ray Magazine 60 & BACK COVER DEMA Show 61 Take Cline’s 3rd Quarter Survey 62 Podcasts by our Team 63 Article Index
SCUBA DIVING INDUSTRY™ MAGAZINE • OCTOBER 2025
TABLE OF CONTENTS
PAGE 41 BUSINESS EDU
PAGE 10 SAFETY Dan Orr: Diving Nitrox with Your Dive Computer Set to “Air” PAGE 8 FROM THE PUBLISHER It’s Show Time! See you at DEMA, We’re @ #935 Al Hornsby: Laissez-Faire – Not When Supervising! PAGE 14 ECO PRO Alex Brylske, Ph.D.: Charting the Blue: The Role of Dive Tourism in the Ocean Economy PAGE 12 TRAINING
PAGE 24 DEMA SHOW
Shelli Hendricks, Ph.D.: 6 Reasons for Mentor
PAGE 39 DEMA SHOW Cathryn Castle Garcia: The Waterfall Versus the Well – The DEMA Show PAGE 36 TRAINING Margo Peyton: Marketing to Families - a Lucrative Path PAGE 32 RETAILING Jeffrey Bozanic, Ph.D.: How Collaboration Builds Bigger Dreams PAGE 29 BUSINESS EDU Gil Zeimer: How I Wrote My First Book PAGE 26 INDUSTRY NEWS Cathryn Castle Garcia: In Memoriam: Jerry, Michael, Nancy & Lance Joel Silverstein: Don’t Just Walk the Floor – Making DEMA Pay Off
PAGE 42 PHOTO PRO
Amos Nachoum: Behind The Lens - Great Whites
PAGE 44 TRAVEL
Deborah Dickson-Smith: Southern Great Barrier Reef Group Dive Guide
PAGE 48 TRAVEL
Linda Sue Dingel: Eat, Sleep, Yoga, then Dive PAGE 50 DEMA SHOW 2025 DEMA Sponsored Seminar Schedule
PAGE 16 BUSINESS EDU Wayne B. Brown:
PAGE 52 DEMA SHOW
The Heart of Diving – Exceptional Customer Service
2025 Exhibitor List with Booth Numbers
PAGE 19 RETAILING
PAGE 56 RETAILING
Jeff Cinciripino: Tips for Year-End Physical Inventory PAGE 22 TRAVEL David Prichard & Lily Mak: Using FAM Trips to Grow Dive Destinations
PAGE 59 TRAVEL Peter Symes: New Euro Travel Infrastructure Beto Barbosa: Realities of Running a Large Dive Operation
PAGE 40 DEMA SHOW
Tec Clark: 6 Success Strategies for DEMA!
PAGE SEVEN | SCUBA DIVING INDUSTRY
FROM THE PUBLISHER: IT’S SHOW TIME! HOPE WE SEE YOU AT DEMA, WE’RE IN BOOTH #935
Over one million interactions: That’s how many times the global dive industry has engaged with our content since we launched, and that’s something worth celebrating. As we head into our second DEMA Show with both the magazine and our growing podcast network, I’ve been re- flecting on the journey that brought us here. The last 12 months have been an amazing road, marked by growth, creativity, and connection, but also by profound loss. We’ve welcomed new contributors and advertisers into our family, yet we’ve also said goodbye to dear friends and colleagues, both young and old. Through it all, one truth has re- mained: we are a family. Our writers, photographers, editors, and advertisers have become more than collab- orators – they’re part of a shared story. Just a few weeks ago, my wife Patty and I found ourselves on an impromptu road trip that led us, by chance, to Augusta, GA and the offices of Aggressor Adventures. Wayne and Cole dropped everything to wel- come us, give us a tour, and introduced us to their team. As we were leaving, Wayne handed us a challenge coin and said, “This coin is to challenge you both to do something good for others.” We were deeply moved. As the miles rolled by, I thought about the countless good people in this industry – our extended magazine family and how many of them we’ll see again in just a few weeks in Orlando. We’ve lost too many this year; Jerry Beaty, Michael Menduno, Lance Rennka, Nancy Easterbrook and others. Yet each DEMA Show brings hope, renewal, en- thusiasm, and excitement. It’s a time to celebrate the incredible work that unites us as divers. I often think there should be a statue of Jacques-Yves Cousteau in the DEMA lobby each year because of his pioneering spirit – we all have a passion, a sport, a busi- ness, and a way of life. Our magazine and ‘now’ three podcast series are truly family endeavors. Four Clines are involved in the monthly production, and a fifth even composed the music for our Marketing Minutes podcast. One million interactions is no small feat for a business journal in a relatively small industry, and we’re deeply grateful to every retailer and reader who supports our advertisers that make this work possible. We’ll all be at DEMA this year, please stop by and say hello, booth #935!
William Cline, Publisher Patty Cline, Associate Publisher Amber Wagenknecht, Executive Editor Betty Orr, Senior Editor Neal Watson, Sr., Editor-at-Large Britain Cline, Advertising Sales Manager Carlos Lander, Latin America Ad Sales June Cline, Social & Podcast Producer Contributors: Beto Barbosa, Australia SCUBA DIVING INDUSTRY™ MAGAZINE OCTOBER 2025 VOL. 2, NO. 10
Jeffery Bozanic, CA Wayne B. Brown, GA Alex Brylske, Ph.D., FL Tec Clark, FL
Diving Industry ™ Magazine: (Print: ISSN 2996-1416, Digital: ISSN 2996-1424) Published monthly by Cline Group LLC, 1740 Airpark Lane, Plano, TX 75093. Printed copies are mailed within the USA to select dive re- tailers & advertisers. Subscriptions are free to dive profession- als & distributed digitally to 165 countries. POSTMASTER send address changes to Diving Industry Magazine, 1740 Airpark Ln., Plano, TX 75093. Any part of this publication may be reproduced, as long as the source is quoted “Diving Industry Magazine.” For editorial requests, email william@williamcline.com or 972-267-6700. The views and opinions expressed in this magazine are those of the contributors and do not necessarily reflect the official policy or position of Cline Group LLC or any of its affiliates. © 2025, all rights reserved by Cline Group LLC. Jeff Cinciripino, CT Linda Sue Dingel, FL Cathryn Castle Garcia, Azores, Portugal Shelli Hendricks, Ph.D., AZ Al Hornsby, Singapore Amos Nachoum, CA Dan Orr, ID Margo Peyton, SC David Prichard & Lily Mak, TX Joel Silverstein, AZ Deborah Dickson-Smith, Australia Gil Zeimer, CA
email Britain
email Carlos
email William
William Cline, Publisher
PAGE EIGHT | SCUBA DIVING INDUSTRY
SAFETY Diving Enriched Air (Nitrox) with Your Dive Computer Set to “Air” – by Dan Orr, President, Dan Orr Consulting
Enriched Air Nitrox (EANx), com- monly referred to simply as “nitrox,” once scorned by segments of the div- ing industry and referred to as “voodoo gas,” has truly revolutionized recreational diving over the last several
director, developed the first nitrox training program for recreational divers in 1985. As a side note, I had the privi- lege of being in the first course where Dick Rutkowski cer- tified nitrox instructors, with my nitrox instructor number being 10). The key benefits of nitrox as a breathing gas are: Longer allowable bottom times at given depths (com- ▪ pared to air) Shorter required surface intervals ▪ Reduced post-dive fatigue (anecdotally reported by ▪ divers) The risks specific to nitrox as a breathing gas are: Increased risk of oxygen toxicity, particularly at ▪ higher partial pressures of oxygen (PPO2) The need for careful monitoring to avoid exceeding ▪ maximum operating depth (MOD) Requirement for specific training and situational ▪ awareness Dive computers are designed to automatically calculate
decades. By increasing the percentage of oxygen and re- ducing the percentage of nitrogen in breathing gas, nitrox allows divers to enjoy longer bottom times and reduced de- compression stress – provided it is correctly and thought- fully used. One crucial aspect of nitrox diving is proper dive computer management, as dive computers are our pri- mary tool for tracking exposure to both nitrogen and oxy- gen. A common question among divers, particularly those new to the use of nitrox as a breathing gas, is whether it is safe or acceptable to dive with nitrox while leaving your dive computer set on the “Air” setting. Nitrox is a breathing gas mixture with an oxygen concen- tration greater than 21% (the amount in surface air) and a correspondingly lower nitrogen percentage than 78%. The most common recreational nitrox mixtures are either
EANx32 (Enriched Air Ni- trox 32% oxygen/68% ni- trogen) and EANx36 (Enriched Air Nitrox 36% oxygen/64% nitrogen). The reduction in nitrogen is what gives nitrox its pri- mary advantage: by breath- ing less nitrogen, divers’ tissues absorb less nitrogen
and display your remaining no-decompression time, ascent profile, and other critical information based on the gas you are breath- ing. As mentioned in a pre- vious article (Safety Stops – September 2025), dive computer algorithms, while designed to reduce
during a dive, which extends no-decompression limits (NDLs) and reduces the risk of decompression sickness (DCS). While no single person can be credited with "inventing" nitrox as a concept, as various individuals and entities have contributed to its development and use in diving over time, J. Morgan Wells, former director of the National Oceanic and Atmospheric Administration's (NOAA) Diving Pro- gram, is recognized for developing and standardizing pro- cedures for diving with oxygen-enriched air in the late 1970s. Wells also proposed standardized breathing gas mix- tures for use by NOAA. (Note: It's also worth noting that Dick Rutkowski, retired NOAA diving program training
the likelihood of DCS, are based on theoretical models and therefore do have limitations. They are designed to calcu- late safe dive limits by factoring in a variety of real-time measurements, but the effectiveness of these algorithms can vary. Divers should understand these limitations and consider - and communicate this to their diving compan- ions - their personal risk factors when diving, especially when using breathing gases other than air. When set to “Air,” the computer assumes you are breath- ing the equivalent of surface air (21% oxygen, 79% nitro- gen). When set to a nitrox mode, you input the appropriate oxygen percentage for the breathing gas you are using, and
PAGE TEN | SCUBA DIVING INDUSTRY
SAFETY continued
the computer adjusts its calculations accordingly. Using a specific nitrox mix as it was designed allows for the diver to have longer no-decompression limits (NDLs). If your dive computer is set to “Air” while you are actually breathing a nitrox mix, the dive computer will give you more conservative no-decompression limits, as the dive computer thinks your tissues are absorbing more nitrogen than they really are. Your tissues absorbing and therefore, having to eliminate less nitrogen provides a potentially safer exposure level from a decompression perspective. For this reason, in many of my seminars and webinars, I recom- mend this practice, especially for the older diver population. Nitrox is so frequently used by older divers that, in some quarters, it has been nicknamed ‘Geezer Gas!’ Nitrox also increases the amount of oxygen you breathe during your dive. Dive computers can track Oxygen Toler- ance Units (OTUs). Many modern dive computers, espe- cially those used for technical and rebreather diving, track OTUs and Central Nervous System (CNS) oxygen toxicity exposure. These computers use the partial pressure of oxy- gen (ppO2) setting and unique algorithms to calculate and display OTU and CNS values, providing divers with essen- tial information about their oxygen exposure during a dive.
If your dive computer is set to “Air,” it is important to note that your dive computer will significantly underesti- mate your oxygen absorption, exposing you to the risk of oxygen toxicity without warning. It is therefore critical that you receive training in the correct and safe use of Nitrox (or any other alternative breathing gas mixture) and be pre- pared to develop your dive plan, limiting the depth of your dive so that you remain shallower than what your computer may indicate is your maximum operating depth (MOD). In my opinion, the true benefit of the use of a nitrox breathing mix with your dive computer set on the “Air” set- ting is that it provides the kind of safety factor that, per- sonally, I am comfortable with. Therefore, divers who wish to take a conservative approach to diving would be well ad- vised to use a Nitrox breathing gas mix on every dive while their dive computer stays firmly on the “Air” setting. References: Rutkowski, D. Hyperbarics International Nitrox Manual: The Use of Nitrogen-Oxygen Mixtures as Divers Breath-
ing Gas. Available on Amazon. Orr, D. and Orr, B. 101 Tips for Recreational Divers. Best Publishing Company. NOAA Diving Manual. 6th Edition. Best Publishing Company.
email Dan Orr
World-Class Diver Education
AVAILABLE FOR DIVE BUSINESSES RESELLER DISCOUNTS
To Order Contact Best Publishing Company +1-561-776-6066 info@bestpub.com
PAGE ELEVEN | SCUBA DIVING INDUSTRY
TRAINING
Laissez-Faire – Not When Supervising Dives! – by Al Hornsby, owner, Al Hornsby Productions, Singapore Al is regarded as one of the industry’s most experienced risk management litigation executives.
Most of us have probably heard the French term “laissez-faire,” which de- scribes an attitude of letting things take their course without interfering. As a lifestyle issue, it’s a comfortable way of accepting whatever comes your way. When it comes to supervising divers,
wrong direction, heading away from shore into deeper water. As time passed and air ran low, the older boy tried to get the younger to the surface, but as he testified in the lawsuit, with the leaking BCD, over-weighting, and weights in the BCD pockets, he could not lift the other boy off the bottom, describing it as if, “the boy was stuck onto the bottom with cement.” Eventually, out of air himself, he ascended successfully and waved for help. Unfortunately, rescuers could not locate the
however, it is the polar opposite of what is needed. Instead, it’s a careful eye and quick responses when things begin to
go wrong – not placid acceptance. One of the most tragic accidents in industry history came about largely because of laissez-faire. The dive was in Clear Lake in the US Mountain West, at a kids’ summer camp. With lots of outdoor activi-
other boy until the following day. The trial was heartbreaking, with the surviving boy blaming himself for not being able to save his new friend, and the settlement against a dive industry insurance
policy was one of the largest up until that time… all because of poor practices by the in- structor and laissez-faire responses at every crit- ical point.
ties, a high point was introductory scuba, provided by a nearby dive shop. The situation was ideal… the water (I dived it) is clear and calm, with a gradually sloping bottom covered with small, smooth stones, and a long pier adjacent to the diving area. The instructor had two young, teenaged boys. Ac- cording to the surviving boy, the instructor’s weight check was to put a weight belt on his candidates, have them kneel on the bottom in the shallows, then to push them gently from behind, adding weights to the BCD pockets until the push would cause them to topple for- ward. (Laissez-faire #1?) In this case, the younger diver ended up with more than 30 pounds. According to the buddy, the victim was so heavy that he could not swim, just crawl across the bottom. (Laissez-faire #2?) Also, his BCD leaked significantly. (Laissez-faire #3?) Heading shoreward at the dive’s end, in about 12 feet of water, the instructor noticed an adult diver floating at the surface. Telling the boys to stay on the bottom, he went up “to make sure the diver was okay.” (Laissez- faire #4?) The diver assured that he was fine, that he had just gradually floated up; he and the instructor talked for “about 5 minutes.” (Laissez-faire #5? You get the picture.) Below, as the two adults had floated away, the younger, over-weighted boy became frightened and signaled that he wanted to go back. In the late afternoon water, with the wind having come up a bit, the viz had lessened and the boys, following the line, unfortunately went the
email Al
PAGE TWELVE | SCUBA DIVING INDUSTRY
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ECO PRO Charting the Blue: The Role of Dive Tourism in the Ocean Economy – by Alex Brylske, Ph.D., President, Ocean Education International, LLC
For those of us who make our living beneath the waves – whether teaching, guiding, managing dive centers, or sell- ing travel – it’s not just a career; it’s a calling and a front-row seat to both the fragility and resilience of the
spending profiles of divers (which, according to studies, is often twice that of non-divers). Bottom line: the actual numbers are likely even higher. Aside from the economic benefits, there are also the often-discussed “intangible” benefits of diving – such as how it enhances environmental awareness, builds commu- nity, and connects people with nature. The study confirms this, as most surveyed operators reported participating in local, regional, or national conservation efforts, and many said they would do more if given the chance. Operators were also asked about ecological changes over the past decade. Unsurprisingly, many – especially those in tropical regions – reported declines in biodiversity, coral cover, or water quality. However, positive trends also ap- peared: from kelp forest regeneration to improved reef health, where tourism had replaced destructive fishing prac- tices. This dual lens – economic potential and conservation en- gagement – positions the dive industry uniquely within the
ocean we cherish. But until now, we lacked a reliable world- wide estimate of what dive tourism truly contributes eco- nomically. We’ve relied on scattered national data, case studies, and the intuitive sense that diving has some positive impact on coastal economies. Now, a new study published in the journal Cell Reports Sustainability leaves no doubt: div- ing is more than just a niche – it’s an economically signifi- cant force in global tourism. According to the research team led by Anna Schuhbauer and colleagues from institutions including the University of British Columbia and Scripps Institution of Oceanography, dive tourism generates between $8.5 billion and $20.4 billion USD annually when both direct and indirect expenditures
are considered. And that does not include revenue from related in- dustries like equipment manufac- turing, dive media, or diver training. The industry supports up to 124,000 jobs worldwide – most of them in popular diving locations. In addition, about 80 percent of dive center staff are local resi- dents, emphasizing dive tourism’s potential as a tool for local com- munity development and eco- nomic growth – a key part of truly sustainable tourism. What’s even more remarkable is
“Blue Economy” framework pro- moted by the United Nations. Un- like large-scale coastal tourism, which is often extractive and dis- ruptive, dive tourism often bal- ances economic benefits with stewardship. That’s not by chance nor altruism; it’s because the health of marine ecosystems is the lifeblood of our industry. Another key message of the study is how underrepresented the diving industry is in marine spatial planning, such as creating Marine Protected Areas, and national eco- nomic strategies relating to tourism
Source: The Journal Cell Reports Sustainability, 2025
that these numbers come from a deliberately conservative model. The researchers used survey responses from over 400 operators across 81 countries, combined with secondary data and a statistical method called meta-analysis to fill in regional gaps. And before you think this is just another “ivory tower egghead’s” study inapplicable to diving, their estimates focused only on spending for dive certifications, trips, and gear rentals. Lodging, food, and local transport were based on typical tourist spending, not the higher
and environmental regulation. Although beach tourism and cruise travel often dominate political discussions, diving and ecotourism, more broadly, are seldom considered, despite being more resilient, more sustainable, and more deeply rooted in local communities. Part of this invisibility or lack of representation is struc- tural. Dive centers are usually small to medium-sized busi- nesses. Many operate informally or lack global branding. However, another aspect can be fixed: our industry still
PAGE FOURTEEN | SCUBA DIVING INDUSTRY
doesn’t gather or standardize the data policymakers need to understand us. To solve the problem, Schuhbauer and her co-authors propose creating global monitoring systems for dive tourism, similar to existing systems for fisheries or forestry. If we are interested in a seat at the table when politicians and government regulators make decisions, that’s a call we must answer. The study also collected data on the impact of the COVID-19 pandemic. Of course, many operators reported severe financial losses. However, others reported rebounds or even growth in recent years – highlighting the resilience of local markets and the pent-up demand for meaningful, ECO PRO continued Turning Insight into Income: Strategies to Leverage the Economic Impact of Dive Tourism For Retail Dive Stores: Market Conservation as a Core Value: Use eco-certifica- ▪ tions (e.g., Green Fins, Reef Check, REEF) as trust- builders. Incorporate conservation messaging into every open water course. Travel Bundling with Purpose: Create dive travel packages ▪ that support local conservation initiatives or include citizen science elements. Data for Influence: Partner with academic institutions or ▪ NGOs to track and report the impact of your divers on local marine environments. This enhances credibility and stakeholder leverage. For Dive Travel Wholesalers: Highlight the Local Impact: Position destinations not just ▪ by biodiversity, but by how dive tourism supports commu- nity livelihoods. Diversify Destination Portfolios: Include temperate zones ▪ and emerging dive locations with strong conservation and local employment track records. Create ‘Blue Economy Tours’: Themed itineraries that ex- ▪ plicitly connect divers with marine management programs, community-based MPAs, or sustainable seafood networks. For Dive Resorts and Liveaboards: Employ Locally, Train Globally: Promote local employ- ▪ ment statistics and training programs in marketing mate- rials. Today’s conscious traveler wants their vacation to make an impact. Offer Conservation Internships: Partner with NGOs to ▪ host visiting researchers or train guests in monitoring tech- niques – especially during the low season. Build Recovery Narratives: Highlight how your operation ▪ is bouncing back after COVID – focus on resilience, sus- tainability, and community involvement.
immersive travel. The COVID experience is a potent reminder that dive tourism doesn’t just endure adversity – it often innovates through it. But achieving long-term sustainability will re- quire more than determination. It calls for integration into wider economic and environmental plans, inclusive gover- nance that involves local operators, and adaptable strategies that see divers as both patrons and conservation partners. If you’re reading this as a dive instructor, shop owner, or travel planner, these numbers are more than trivia – they’re validation. They confirm that every course you teach, every trip you book, and every reef you protect isn’t just enriching lives – it’s also helping to strengthen a global tourism indus- try with extensive economic and ecological impacts. As we look to the future of our field, we must think big. Dive tourism can – and should – be a key driver in shaping
how humanity interacts with the ocean. But that won’t happen unless we promote our role, invest in our sustainability, and keep conserva- tion, equity, and local empowerment at the core of everything we do.
Alex’s links
Dive into Dr. Alex Brylske’s Book: BENEATH THE BLUE PLANET
“An in-depth resource to indulge our passion for diving.” – Wayne B. Brown, Owner & CEO, Aggressor Adventures
A fascinating look at our oceans, marine biology & more! Great for classrooms and every dive retailer’s library!
PAGE FIFTEEN | SCUBA DIVING INDUSTRY
BUSINESS EDU The Heart of Diving: Exceptional Customer Service Fuels Our Industry – by Wayne B. Brown, author “From Rags to Enrichment” & CEO, Aggressor Adventures
In the dynamic world of scuba div- ing, where breathtaking destinations and thrilling experiences capture the imagination, one truth remains con- stant: exceptional customer service is the backbone of our industry. As the owner of Aggressor Adventures, I’ve
Thailand, our teams embody a spirit that elevates every jour- ney. Consider Ana, a dive instructor in the Red Sea, who memorized a returning guest’s dietary preferences to ensure a seamless experience. Or James, a captain in Belize, who turned a stormy day into a storytelling session about local conservation. These acts flow from a genuine love for what they do. Enthusiasm shines brightest in challenging moments. In Indonesia, when a guest lost their gear, the team sourced re- placements overnight to keep the adventure alive. Stories like these reflect a culture where employees feel empowered to go the extra mile. Training initiatives equip staff to anticipate needs and personalize experiences. This dedication is more than guest satisfaction – it’s a strategic advantage. Our net promoter scores outpace bench- marks, and reviews often highlight staff by name. Though remote locations and high expectations pose challenges, we counter them by investing in our people with flexible sched- ules and recognition awards.
seen how our commitment to service transforms fleeting va- cations into lifelong memories. What truly sets our industry apart is the dedication of professionals whose passion for creating extraordinary experiences leaves me in constant awe. Scuba diving thrives on delivering not just trips, but trans- formative journeys. Divers exploring coral reefs in the Galá- pagos, families spotting wildlife on safaris, or couples sailing the turquoise waters of the Maldives seek more than logis- tics. They crave connection, care, and moments that resonate long after they return home. Exceptional service weaves these moments together, turning first-time customers into loyal advocates. Companies prioritizing service see retention climb by up to 25%, a critical edge in a competitive market. For our industry, service isn’t a department – it’s part of our DNA. What amazes me most is the relentless passion of global professionals. From dive masters in Belize to yacht crews in
Exceptional service will remain the corner- stone of success. By serving with passion, we ensure every customer’s story becomes part of our legacy – proving that in adventure, service is the ultimate destination.
email Wayne
This exclusive club invites Aggressor Adventures guests to share stories and photos of how their actions have made a positive impact on individuals or communities. As a veteran-owned company, Aggressor Adventures is passionate about honoring those who sel昀essly serve others. Throughout 2025, Aggressor guests submit- ting qualifying “Make a Difference” testimonials Make a Difference Challenge
From Rags to Enrichment How I De昀ne Success in Business and in Life by Wayne B. Brown Owner & CEO of Aggressor Adventures
will receive an of昀cial award plaque including a handsome Challenge Coin. The tradition of the challenge coin originated in the military, where it serves as a symbol of honor, loyalty, and camaraderie. These coins were often given to recognize acts of bravery, sel昀essness, and exceptional service. Over time, challenge coins have become a meaningful way to honor those who make a difference. Submit your story and you may win an Aggressor Liveaboard ® vacation!
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RETAILING Tips for Conducting Your Year-End Physical Inventory – by Jeff Cinciripino, JeffCinciripino.com, Former Owner of Scuba Shack, Rocky Hill, CT
It has been a long dive season – a rewarding year with strong certifica- tion numbers, a robust travel pro- gram, a service department firing on all cylinders, and excellent equipment sales. Give yourself a big hand! With year-end approaching, however,
down and inventory levels are low, it’s the ideal time to rec- oncile your records with reality. While a full physical inventory is hard work, proper planning, preparation, and organization can make the process smooth and efficient. Planning: Just as we plan our dives and training schedules, you should plan your inventory. Start by estimating how much time the count will take. Smaller operations may finish in a
there’s still one critical task to complete before celebrating: conducting a full physical inventory. A physical inventory means counting and verifying every item in your store and warehouse. If your point-of-sale system tracks stock, you may wonder why this is necessary. As DCL Logistics notes, “Businesses rely on their inventory man-
day, while larger ones may need several days. Once you’ve determined the sched- ule, block that time on your calendar and communicate any changes in operating hours to both staff and customers. As- sign clear responsibilities and provide any necessary training ahead of time. Review the features of your inventory software and ensure that tools like barcode scan-
agement system to give them an accurate count, but that’s not always the case.” After a busy year, errors creep in. Equipment may get misplaced or stolen, small items given away for cus- tomer service might never be logged, spare parts used in re- pairs may not be linked to a work order, and new shipments sometimes aren’t entered correctly. As the holiday rush winds
ners are ready and working. Preparation and Organization: Start preparing several weeks before inventory day. Pre-counting is a great time-saver. For example, small items stored in bags can be counted and labeled with tape showing the date and quantity. If items are
see us at DEMA booth #1338
removed later, update the label. This may feel tedious, but it dramatically speeds up the final count. Organize your inventory to streamline the process. The service department often has large quantities of spare parts and kits, so staging these for quick scanning is helpful. Make sure every item is accessible – tucked-away products are time- consuming to find during the count. Check display cases for items no longer in their original packaging and gather their boxes in advance. As you organize, inspect barcode labels. Re- place any that are missing, damaged, or faded. Printing new labels on inventory day wastes valuable time. Conducting the Inventory: When inventory day arrives, start early. Many dive retailers choose to begin with the repair and service department, which often has the most complex stock. Tackling the hardest area first can boost motivation for the rest of the day. Be systematic as you scan. On shelves, complete one section entirely before moving to another. On slat walls, move top to bottom and left to right, marking com- pleted areas to avoid duplication. Jumping around increases errors. Once the count is complete, reconcile your results with your system. If you counted more items than your records show, RETAILING continued
adjust the quantity. If your system shows items you didn’t count, try to locate them. If they’re missing, make the neces- sary adjustments. Finally, post the updated inventory in your management software – and celebrate a major job well done. Why It Matters: A full physical inventory is more than a tedious year-end task – it’s essential to your business’s financial health. Accurate inventory ensures that your balance sheet re- flects true asset value and that your profit and loss statements are correct. These figures also affect your tax filings, so accu- racy here has real financial consequences. Knowing what you have on hand helps you plan better for the coming year. It informs purchasing decisions, prevents overstocking or shortages, and ensures your team is prepared to deliver the same high-quality service your customers expect. It also highlights theft or loss trends that may need to be ad- dressed with better security or procedures. Yes, it has been a long and successful dive season, and the new year is just around the corner. Completing a thorough physical inventory
now ensures you start that new year with confi- dence and clarity. With thoughtful planning, care- ful preparation, and a systematic approach, you’ll be ready to dive into the next season stronger than ever.
email Jeff
TRAVEL
Using FAM Trips to Grow Your Dive Destination – by David Prichard and Lily Mak, Enchanted Sea Images, Inc., Dallas, TX
You’ve worked hard to create a comfortable and exciting diving des- tination, whether it is a land-based re- sort or a dive boat operation. Now you just need customers. How can you build your business so that it is near or at capacity each week?
– which translates into higher conversion rates and more bookings. Kris Mears of Scandi Divers Resort in Puerto Galera, Philippines, concurs, saying “We have an 80% conversion rate of Fams into bookings, so they can be vital for your dive business to thrive in the current economic climate. Successful FAM trips have led to repeat group bookings who have visited us multiple times with 20-30 guests on each trip.” He added that visiting locations and having “full product knowledge” can give a huge boost to help sell your trip and an- swer the finer questions right away instead of saying, "Let me get back to you about that." FAM trips can either be hosted by a single resort or live- aboard boat or be part of a partnership where participants visit multiple destinations within a region to experience the area. Airlines are sometimes included in the partnership, where airfare from select locations is nominal in the total FAM pack- age rate. Regional tourism associations often organize FAM trips to attract dive travelers to their members. These trips generally include all transfers, food, accommo- dation, diving, and usually cultural experiences, but partici-
While advertising and social media marketing can get your name and message out to potential customers and reign in couples or small groups of friends or family for a visit, how do you attract the large groups that will help fill up your des- tination? Who are your advocates (promoters) out in the world that will lead these large groups back to your piece of paradise? Divers are usually hesitant to go somewhere new in another country on their own but will feel more secure and eager to visit this new site as part of a group being led by someone who has, as the saying goes, “been there, done that.” This leader has not only experienced the resort or boat, but has in- depth knowledge of its operations, travel requirements to get
there, local culture and side tours avail- able, and can answer questions the group has from personal experience. Familiarization (FAM) trips are valuable marketing tools to develop advocates for your destination who happen to be recog- nized dive trip planners (travel profession- als) who have demonstrated past
pants are expected to pay for any extras such as alcoholic drinks, marine reserve fees, and provide tips for dive crews and staff, since the trip cost doesn’t usually in- clude any profit margin for the destina- tion business. Since this is a business trip and not a vacation, FAM Trip itineraries generally follow a jam-packed schedule
FAM in Fiji with Dancers
experience in organizing and leading dive and travel groups. While not the primary subject of this article, FAM Trips can also include professional journalists and social media influ- encers who can give their readers/listeners first-hand accounts of their experiences that can draw business to your destina- tion. FAM trips are offered to dive travel professionals at a greatly reduced cost (or sometimes at no cost, depending on the quantity of known business previously generated) and are organized for participants to see and experience as much as possible so they can relay their experience on to their clients when selling a future trip to this destination. “In the competitive world of dive travel, nothing sells an experience better than first-hand knowledge,” said Deborah Dickson Smith of Diveplanit Travel. “FAM trips give dive travel professionals the chance to dive the reefs, explore the resorts, and experience the destina- tion exactly as their clients would.” She said this hands-on famil- iarity builds confidence and enthusiasm, making it easier for the trip planners to sell packages authentically and persuasively
where participants also tour the destination’s available room categories, meet key staff, and have classes on the key selling points and culture of the host. Besides sleeping, dining, diving, and touring, the itineraries should also allow the participants to experience some relaxation time since their clientele will be wanting that on their vacation. “Personal experiences translate into compelling stories, original pho- tography/video, and insider insights will resonate with clients, build trust, and inspire them to travel,” said Simon Doughty of Volivoli Beach Resort in Fiji. He added that by engaging directly with local destination management and staff on Fam trips, travel professionals build valuable industry connections that can lead to exclusive opportunities, improved collaboration, and better
client outcomes. If FAM trip participants have a great experience, then their enthusiasm will show when they sign their clients up for a future trip back with a trip leader who has “been there and done that.”
email David
PAGE TWENTY-TWO | SCUBA DIVING INDUSTRY
Image Credit: Brooke Pyke @brookepykephotography
DEMA SHOW After more than three decades at the DEMA Show, I’ve worn most hats – publisher, instructor trainer, manufac- turer, retailer, and travel buyer. First - timers try to see everything; vet- erans arrive with a short list. Treat DEMA like a working trip, not a re- union, and it can shape your next 12 months. Here are ELEVEN Power Tips that will make DEMA pay off for you. 1. Plan Before You Arrive: Mark key vendors, book ap-
Don’t Just Walk the Floor, Work It: Making DEMA Pay Off – by Joel Silverstein, www.joelsilverstein.com Joel Silverstein has worked in the diving industry for more than 35 years as a retailer, manufacturer, and educator.
agency, meet another’s regional rep and ask what you might gain by crossing over in support, materials, and marketing they offer – and the real costs. You may get a fresher look without disruption. 8. Proceed Cautiously with Technical Diving: Tech re- tail demands significant instructor training, personal kit, classroom upgrades, gas support, and inventory. If it isn’t already in your basket, partner first with a trusted col- league for instruction, standards, and training; you handle sales and logistics. 9. Spot the Trends: Tech, scooters, sidemount, and CCR
pointments, and map your route with the DEMA app. A plan turns wandering into productive work. 2. Budget with Purpose: Show specials are tempting; buy to fill real holes and for Q4– Q1 sell-through. Negotiate in person – ship- ping, terms, and minimums improve when face-to-face. 3. Use the Education Program Sessions: on retail ops, social, liability, and travel often beat gear discounts on ROI. If you bring staff, give them assignments and send them to learn. Take notes and capture at least one actionable takeaway per session.
are rising; freediving draws younger cus- tomers; and sustainability influences buying. On the business side, AI-assisted marketing, modern booking, and CRM tools are moving from nice-to-have to necessary.
10. Rethink Equipment Lines: Can one brand cover most needs? Have a frank talk about moving from Brand Y to Brand X. Even if you stay put, consider adding a sec- ond “first–line” brand to refresh the floor and create productive internal competition. 11. Mind the Math: Expect to spend about $350–$800 per person per day to attend. Aim for opportunities that return five to ten times that investment over 6–12 months. Land a profitable liveaboard, improve margins with smarter buying, and unlock a social strategy that gener- ates inquiries. After DEMA, debrief your staff, compare notes, and turn what you learned into action. Then take a hard look at your shop. Clear out merchandise older than a year – unless it's repair parts, it's tying up cash and dulling your store's energy. Move displays, swap posters, and maybe even paint a wall to give customers something new to see. Post photos, clips, and vendor highlights to showcase upcoming events. Within two weeks, follow up with vendors, finalize deals, and schedule training or travel. The value of DEMA isn't what you saw – it’s what you do once you get home.
4. Network Deliberately: Reps, agencies, in- surers, and travel operators are all here. The best conversations often happen in hallways and at evening mixers – go to them. 5. Stay Organized: Do a nightly purge of brochures and samples; keep only what matters. Bring clean, simple business cards – no glossy backs, no clutter. Include only name, title, shop, city, email, and cell number so people can remember and reach you easily. 6. Travel Program Strategy: For seasoned sellers, add one new bucket list trip 24–36 months out. New to travel? Begin with the basics from your airport that are afford- able to customers, priced between $1,200 and $3,500 per person. Request that operators offer two free on-boards for 10 or fewer, higher commissions, and referrals to ex- isting retailers. A brief, honest call beats any brochure. 7. Training and Agency Strategy: If you’re deep in one PAGE TWENTY-FOUR | SCUBA DIVING INDUSTRY
Bottom Line: Show up with a plan, stay focused, and follow through. You won’t fly home with cata- logs; you’ll fly home with momentum.
email Joel
INDUSTRY NEWS In Memoriam: Jerry, Michael, Nancy and Lance – by Cathryn Castle Garcia, Owner, ClearStoryCoach.com, The Azores Cathryn is a writer, business strategist, & co-owner of C2G2Productions.com, a multimedia production company.
October began with the loss of four remarkable figures in the diving world: Jerry Beaty, Michael Menduno, Nancy Easterbrook, and Lance Rennka – each leaving an enduring legacy of lead- ership, innovation, and passion. Jerry Beaty – Manufacturing, Travel, Publishing, DEMA Leadership
Nancy began diving in the early 1970s and, in 1994, opened Divetech on Grand Cayman, pioneering technical and re- breather diving in the region. She championed freediving safety, authored manuals, and created training programs. Nancy founded Inner Space, an annual closed-circuit re- breather event (2004–2019), and was instrumental in sinking the USS Kittiwake as an artificial reef and placing the Guardian of the Reef sculpture. Among many honors, she was inducted into the Women Divers Hall of Fame and named an Hon- ouree of the International Scuba Diving Hall of Fame. Lance Rennka – Commercial and Recreational Diving Vi- sionary Lance taught himself to dive in the 1950s and went on to
Jerry entered the diving industry in the late 1970s as a man- ufacturers’ sales rep, later co-owning All Sun Tours, a whole- sale dive travel company serving retailers and their clients. In 1996, he joined Dive Training magazine, rising to Associate Publisher of both Dive Training and Dive Center Business. After
the magazines ended print in 2020, he contin- ued as a consultant, help- ing tourism bureaus build dive tourism platforms. Jerry served on the boards of DEMA, Reef Renewal International, Sea of Change, and the Shark Research Institute. Remembered as “the nicest guy” who “knew everyone,” he was known for his suit-and-tie pres- ence at DEMA and his signature tropical shirts elsewhere. A memorial will be held Nov. 13, 2025, at the Rosen Cen- tre during DEMA. Michael Menduno – Technical Diving Pioneer
become one of the earli- est NAUI instructors and a PADI Course Director. As a commercial diver and marine technician, he worked on saturation div- ing projects for Global Marine in the North Sea and served as a Diving Officer and Aquanaut with the Puerto Rico In- ternational Undersea Lab- oratory. After losing an arm in a work accident, he returned to diving within months. In the 1990s, he helped develop and direct the Scott Carpenter Man in the Sea program at the Jules Verne Undersea
Park and MarineLab in Key Largo, FL. I was privileged to know each of these extraordinary people not just as industry colleagues but as friends and mentors. Though their careers spanned different eras and sectors, they shared common traits: curiosity, tenacity, and optimism. They pursued their goals relentlessly, shared their knowledge gen-
Known as “M2,” Michael coined the term technical diving and was instrumental in bringing tech diving into the sport mainstream. He founded and edited AquaCORPS and Techni- cal Diver (1990–1996) and later published InDepth. Michael also launched the original TEK.Conferences and Rebreather Forums. His proudest achievements were improving diving safety and uniting sport, commercial, scientific, and military diving communities. Global Underwater Explorers remem- bered him for his inventive spirit, empathy, and investigative curiosity. Nancy Easterbrook – Cayman Islands Diving Innovator
erously, and inspired a shared passion for under- water exploration. Collectively, they left the diving world – and all of us – better for their presence. On behalf of Scuba Diving Industry Magazine, we offer sincere condolences to their families and friends.
email Cathryn
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