RETAILING Teaming Up for Adventure: How Collaboration Builds Bigger Dive Dreams – by Jeffrey Bozanic, Ph.D., JeffBozanic.com Jeffrey Bozanic has been diving rebreathers since 1988, and teaching the use of rebreathers since the mid-1990s. He has been certified on about 20 different rebreathers, and has taught on about a dozen different units. He is the au- thor of Mastering Rebreathers, the seminal textbook on the topic.
And co-marketing isn’t limited to exotic destinations. The same approach works for local boats and regional charters, helping fill vessels, share costs, and keep divers engaged be- tween major trips. Expanding What You Offer: Working alone limits what any dive operation can provide. Through co-marketing, even modest-sized shops can give clients access to bucket- list locations, from Galápagos liveaboards to Antarctic expeditions.
Opening the World Through Partnership: For many dive shops and instructors, offering travel op- portunities is one of the most re- warding parts of the business. Nothing builds loyalty like sharing once-in-a-lifetime underwater ex-
periences. Yet for smaller shops, running trips can be daunting – filling enough spots, managing logistics, or leaving the store for weeks may seem out of reach. That’s where co-marketing comes in. By joining forces with other dive professionals or trusted travel providers, you can offer extraordinary adventures without shoul- dering the entire load. These partnerships open doors to new destinations, attract
Bucket List Antarctic Trips
Beyond filling seats, collaboration builds trust. Customers see that you’re invested in their dreams, not just selling gear or courses. Connecting them with unique ex- periences makes you a lifelong resource for adventure – not just a retailer. Creative Ways to Collaborate: Co-
marketing takes many forms. Some dive professionals team up with each other; others partner with non-dive businesses or work with wholesalers who already have the infrastruc-
fresh customers, and create additional revenue – while letting you do what you love most: share the underwater world.
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