TRAINING Marketing to Families: A Lucrative Path for Dive Shops – by Margo Peyton, co-owner Kid’s Sea Camp, Columbia, SC Kids Sea Camps have certified over 8,000 youth as divers and offers travel programs for families and empty nesters.
For over 25 years, I’ve had the privilege of teaching, training and guiding families – children, parents, and even grandpar- ents – on unforgettable dive trips around the world. Through this experience, I’ve witnessed firsthand the transformative power of children and diving, not only
shops view kids’ programs as too costly or labor-intensive. However, these concerns are manageable with the right ap- proach. After 25 years of safely teaching children, I can attest that family diving, when done right, is not only safe but also highly rewarding. By implementing structured, safety-focused programs – such as shallow-water “bunny slopes” akin to those in the ski in- dustry – dive shops can create a controlled, personalized envi- ronment for kids to learn alongside their parents. These programs don’t require excessive resources; they demand thoughtful planning, trained staff, and a commitment to safety. The return on investment is substantial: families who feel safe and welcomed will return year after year, spreading the word to other families and driving repeat business. Opening doors for kids and families in diving is something I have proven can be done, and shown should be done. The Ski Industry Blueprint: The ski industry offers a pow-
for the families themselves but also for the dive industry. Yet, many dive shops hesitate to embrace this market, citing con- cerns about liability, resource demands, or the perception that catering to kids is too costly. This mindset is a missed oppor- tunity. Marketing to families is not only easy and lucrative but also essential for securing the future of dive shops and the sport we all love. With approximately 350 families that dive with me each year, I have focused on creating a trust and a bond with my clients. This is an important factor in what keeps them returning for now over 2 decades.
The Aging Diver Dilemma and the Family Solution: Dive shops fre- quently lament that their adult cus- tomer base is aging out. While it’s true that many divers are getting older, this challenge presents a golden opportu- nity: multi-generational diving. Grand- parents are diving alongside their adult children and grandchildren, creating lasting memories and quality time that transcends generations. I’ve seen this
erful model for dive shops. Ski resorts don’t just cater to expert skiers; they create accessible entry points for be- ginners, including children, with bunny slopes, tailored lessons, and family- friendly packages. This approach has sustained skiing as a multi-generational activity for decades. Dive shops can adopt a similar strategy by offering “Discover Scuba Diving” experiences for parents and children, encouraging
Three generations of divers.
on nearly every trip I lead – three generations of divers sharing the underwater world, bonded by a shared passion. This isn’t just heartwarming; it’s smart business. Families build trust, and trust breeds loyalty. When a dive shop welcomes a family – particularly children – it creates a customer for life. A child who learns to dive at 10 may dive with their parents through their teens, return as an adult with their own children, and eventually bring their grandchildren. By fostering these relationships early, dive shops can cultivate a loyal customer base that spans decades. Overcoming Misconceptions: Safety and Cost: The re- luctance to engage with younger divers often stems from con- cerns about liability and resource allocation. With child-to-instructor ratios in my organization typically capped for kids 4-11 at 1 instructor per 2 children in the water for safety in programs like SASY, Seal Team, Jr. Open Water, some
certification courses as unique gifts (e.g., for graduations or birthdays), or designing family-oriented dive trips with kid- friendly itineraries. Creating a “bunny slope” for diving – shallow, supervised dives in controlled environments – lowers the barrier to entry for kids and parents alike. Pair this with family-focused mar- keting, such as promotions highlighting the joy of shared un- derwater adventures, and dive shops can tap into a vibrant, growing market. The Business Case: Loyalty and Long-Term Revenue: Marketing to families isn’t just about warm fuzzies; it’s a strate- gic business move. Families who dive together are more likely to invest in certifications, gear, and trips over time. A child who starts with a junior certification may progress to advanced courses, purchase their own equipment, and join family dive
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