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 ® JULY 2026 PUBLISHED BY CLINE GROUP
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Photo © Andrew Patterson of Deep Blue Adventures, The Madeirense, Porto Santo, Madeira, Portugal
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TABLE OF CONTENTS SCUBA DIVING INDUSTRY® MAGAZINE • JULY 2026
®
FROM THE PUBLISHER 5
ADVERTISERS 2 Divers Alert Network (DAN) 3 Aggressor Adventures 6 Books by Dan Orr/Best Publishing 7 Bahamas Ministry of Tourism 8 The Dive Shop @ Cape Eleuthera 10 Barefoot Cay Resort, Roatan 11 All Star Liveaboards 12 Alex Brylske’s Book by Reef Smart 13 Visit Cayman Islands | ISDHF 14 Fog-X Mask Defogging Film 15 Explorer Ventures Liveaboards 16 Clear Story Coach 17 Dive BVI 17 Blue Force Fleet Liveaboards 18 Sea Experience, Ft. Lauderdale, FL 20 Sau Bay Resort & Spa, Fiji 21 NAUI 21 Deep Blue Adventures Travel 23 Scuba Do Rag Apparel 25 Stream2Sea Reef Smart Products 27 Lita’s All Natural Insect Repellent 31 Quest Dive Adventures 33 Dive Madeira Islands 34 Meri Yoga Retreats 37 Caradonna Adventures 39 CORAL Reef Alliance 39 SEI/Scuba Educators International 41 Volivoli Beach Resort, Fiji 42 Family Divers/Kids Sea Camps 43 Aqaba Blue: Ocean Future Show 45 Cline Group Advertising Services 46 ScubaRadio 48 Scuba Storyteller by Gil Zeimer 48 SSI/Scuba Schools International 49 Dive Industry Young Professionals 50 2026 NOGI Awards Gala @ DEMA BACK COVER DEMA 28 Neal Watson’s Bimini Scuba 29 Diveplanit Travel Planners
A Culture That Supports Judgment / William Cline SAFETY 6 A Common-Sense Approach to Snorkeling Safety for Older Adults / Dan Orr RETAILING 15 The Two AIs Every Dive Center Needs / Cathryn Castle Garcia 19 Your DEMA Game Plan Starts Now / William Cline 20 Thinking Big: ScubaBros’ Dive Trip With 135 Customers / Gil Zeimer 23 The Accessory Advantage: Small Things Can Make Big Pro fi ts / Suuz Martines 26 A Retailer in Business for 70 Years: Their Secret Sauce for Success / Candice Landau TRAVEL 30 Madeira & Porto Santo: Portugal’s Fresh Group Travel Destination / Amber Wagenknecht 34 The Rise of the Wellness Diver: A Changing Audience / Meredith Calvert, Ph.D. 36 One Destination, Two Dive Worlds: Chuuk/Truk Lagoon / David Prichard & Lily Mak ECO PRO 39 What the New UN Ocean Assessment Means for the Dive Industry / Alex Brylske, Ph.D. TRAINING 42 Beyond the Minimum Safety Standards for Teaching Young Divers / Margo Peyton BUSINESS EDU 47 The Key to a Great Dive: The Dive Brie fi ng / Christopher P. Weaver & Michael Salvarezza 50 Dive Pirates – Bringing the Entire Scuba Industry Together / Je ff Cinciripino
4 | SCUBA DIVING INDUSTRY
FROM THE PUBLISHER
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 June Cline, Social & Podcast Producer Contributors: Alex Brylske, Ph.D., FL Cathryn Castle Garcia, Azores, Portugal Meredith Calvert, Ph.D., CA SCUBA DIVING INDUSTRY® MAGAZINE JULY 2026 VOL. 3, NO. 7 About the Cover: Photo © Andrew Patterson of Deep Blue Adventures with Portugal Dive | @SeaAndSa- fariAP @DeepBlueAdventures | The Madeirense, Porto Santo, Madeira, Portugal, 2026. Apple iPhone 17 Pro Max, Ultra Wide Camera - 13mm, ƒ2.2, ISO 80, 1/120s. DiveVolk SeaTouch 4 MAX Plus.
A CULTURE THAT SUPPORTS JUDGMENT
Responsibility without authority is not a safety system. It is a liability transfer. On a high-volume resort boat or liveaboard, the pressure to deliver the promised experience can be enormous. Guests may have invested substantial money and vacation time to dive a particular site or encounter a specific animal. The crew knows that changing the plan may result in complaints, refund requests, poor re- views, or reduced gratuities. Those pressures are real, but they cannot be allowed to influence the safety calculation. So the question remains: How do we create a culture in which dive staff can say no without fear of repercussions? That is a serious and reasonable question, especially in high- volume operations. Last month, my “Standards vs. Judgment” article drew some criticism on social media. The primary concern was that many businesses would penalize a staff member for turning away a customer or calling a dive. Having worked in some of the largest, high-volume dive operations in the Western Hemisphere, I believe that concern is real. No one wants to refund a guest or lose a tip because a staff member had to say no. Yet that culture of support must exist. Otherwise, the entire business may be placed in jeopardy through legal action. Here are several management practices every dive business that provides instruction or ex- cursions should consider: Establish a stop-work authority: Every in- structor, divemaster, captain, and crew member should know they may raise a concern and
pause an activity without fearing immediate punishment. Require a clear explanation: The professional making the call should explain the concern, whether it involves conditions, diver behavior, equipment, staffing, fatigue, medical issues, or changes from the original plan. Review decisions after the immediate risk has passed: The dock, dive platform, or water entry is not the place for an argument about revenue. Stabilize the situation first and review the decision afterward. Separate the safety review from the cus- tomer-service response: Management should handle complaints, credits, alternative activities, and schedule changes. An instructor should not be pressured to reverse a safety decision merely to avoid an uncomfortable conversation with a guest. Look for patterns, not a single conservative decision: A single conservative decision should not define an employee negatively. Repeated decisions can be reviewed for possible training needs, confidence issues, planning concerns, or performance problems. Reward early reporting: Employees should be encouraged to raise concerns before a situation becomes an emergency. A professional who identifies a developing problem early may save the operation far more than the cost of one canceled dive. We need to encourage a culture in which individual responsibility for others’ safety is a primary function of your dive staff. After all, until we can breathe water, aren’t we all in the business of managing risk in the water?
Jeff Cinciripino, CT Candice Landau, NC William Cline, TX Andrew Patterson, OH Lily Mak, TX Suuz Martines, NC Dan Orr, ID Margo Peyton, SC David Prichard, TX Michael Salvarezza, NY Amber Wagenknecht, TX Christopher P. Weaver, NY Gil Zeimer, CA
Scuba Diving Industry ® Magazine (Print: ISSN 2996-1416, Digital: ISSN 2996-1424, U.S. Trademark #99278901) Published monthly by Cline Group LLC, 1740 Airpark Lane, Plano, TX 75093. Printed copies are mailed within the USA to select dive retailers & advertisers. Subscriptions are free to dive pros & distributed digitally to 165 countries. POSTMASTER: Send address changes to Scuba Diving Industry Magazine, 1740 Airpark Ln., Plano, TX 75093. Any part of this publication may be reproduced, as long as the source is quoted “Scuba Diving Industry Magazine.” Editorial re- quests: editor@scubadivingindustry.com or 954- 358-9660. 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. A.I. may be used to generate graphics or edits as needed. © 2026, all rights reserved by Cline Group LLC.
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William Cline, Publisher
SCUBA DIVING INDUSTRY | 5
SAFETY
A Common-Sense Approach to Snorkeling Safety for Older Adults by Dan Orr , President, Dan Orr Consulting, ID
O VER MY DECADES of promoting diving safety, I’ve often said that the surface of the water can be a deceptive boundary. To someone standing on a sun-drenched beach or the deck of a charter boat, snorkeling
Snorkeling places unique physical demands on the human body. When you mix those demands with age-related physi- ological changes and long gaps in swimming activity, a beautiful day in port can turn tragic in minutes.
looks like the ultimate low-risk, high- reward vacation activity. You just put on a mask, pop a snorkel in your mouth, and float, right? Unfortunately, that mindset - treating a snorkeling experience as a passive amusement park ride rather than an active and sometimes strenuous aquatic sport - is a major reason why we see a disproportionate number of critical emer-
Let's look at the real risks facing older snorkelers today, and how they can take control of their own safety. 1. The Trap of "I Used to Swim" (Lack of Recent In-Water Experience) One of the most common precursors to an aquatic emergency is a false sense of security based on past performance. Many older adults heading to the tropics remember themselves as the strong, con-
gencies, and sadly fatalities, involving older adults in the water. For example, in an 18-month period in the Florida Keys, there were seven reported snorkeling fatalities and eight snorkeling-related injuries (involving exhaustion, fatigue and physical injuries) involving older adults.
fident swimmers they were twenty or thirty years ago. But if your recent water experience is limited to a backyard pool or a relaxing soak in a hot tub, your body is not conditioned for the open ocean. There was an interesting segment on a national news network recently in which they compared swimming in a pool to swimming in the open ocean. They took a number of people with various levels of watermanship and had them swim 100 yards in a swimming pool. They then took them to a beach and had them swim the same distance in the open ocean. A few of them were able to make the open-water swim, but the majority struggled and a couple had to be assisted by the nearby safety personnel on jet skis. This shows that the open ocean can be deceptive and that, without proper safety equipment, a leisurely swim in the ocean can become deadly for the unprepared. The Reality Check: Seawater presents unpredictable cur- ▪ rents, choppy surface conditions, and sudden temperature shifts. The Panic Cycle: When an unconditioned swimmer en- ▪ counters an unexpected current or swallows a little water, anxiety spikes. Panic leads to rapid, shallow breathing, which rapidly escalates into exhaustion and a total com- promise of the airway. Encourage your customers to get back into a local pool before they book an ocean excursion. This will help them re- establish their comfort level in deep water, practice breathing through a snorkel, and evaluate their true physical stamina
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SAFETY continued
before the ocean forces them to do so. 2. The Silent Passengers: Pre-Existing Medical Issues As we age, our bodies naturally change. Cardiovascular disease, hypertension, and diminished lung capacity can quietly advance without causing major disruption to our daily, land-based lives. However, immersion in water alters your circulatory system. The water pressure pushes blood from your extremities into your chest cavity, forcing your heart to work harder. If you add the physical exertion of kicking against a current and the adrenaline of being in open water, an underlying cardiac condition can suddenly manifest as a catastrophic medical event. Never assume that because you feel fine on land, you are perfectly fine in the water. If you are an older adult planning to snorkel, have a candid conversation with your physician first. Ensure your blood pressure is well-controlled and that your heart is up to the task of strenuous exercise. 3. The Hidden Threat: Immersion Pulmonary Edema (IPE) There is a specific, often misunderstood medical emergency that every older snorkeler and swimmer must be aware of: Immersion Pulmonary Edema (IPE) .
better. 4. The Full-Face Snorkel Mask Dilemma
In recent years, full-face snorkel masks have flooded the market. They are marketed as an easy solution for beginners because they allow one to breathe through your nose and mouth simultaneously. While they may appear convenient, these masks can present serious risks, particularly for older adults: Carbon Dioxide (CO2) Retention: A poorly designed ▪ or cheap knockoff mask can fail to adequately flush out an exhaled breath. This causes a person to rebreathe their own CO2. High CO2 levels cause dizziness, confusion, and a sensation of suffocation, which triggers panic. Airway Management Obstruction: If water leaks into a ▪ traditional mask, you simply spit out your snorkel and clear it. If a full-face mask floods or the breathing valve malfunctions, the entire mask fills with water, covering the eyes, nose, and mouth. Removing the mask in a panic while trying to stay afloat is incredibly difficult and has led to rapid drowning. The Recommendation: Discourage your customers from ▪ using full-face snorkel masks. The alternative is to use a
traditional, high-quality dive mask with a separate snorkel. This com- bination may be easier to clear, safer to remove in an emergency, and less likely to present the same risks of gas retention. What Can Dive Professionals and ▪ Dive Operators Do to Be Pre- pared for Older Divers and Snorkelers?
Fluid Buildup in Alveoli During Pulmonary Edema. Source: British Sub-Aqua Club (BSAC). IPE occurs when fluid from the bloodstream shifts unexpectedly into the air sacs (alveoli) of the lungs, essentially causing a person to drown from the inside out. It can strike completely healthy-looking indi- viduals, but older adults, especially those with high blood pressure or heart conditions, are at a significantly higher risk. A combination of cold water, hy- drostatic pressure pushing blood
Dive operators and professionals must recognize that "mature" snorkelers, even those who appear exceptionally fit, may face distinct physiological risks that differ from their scuba diving counterparts. The physical demands of surface swim- ming, dealing with currents, and clearing a snorkel can place sudden, unexpected stress on the cardiovascular system. To ensure our older guests have a safe, unforgettable expe- rience, we need to shift our mindset from passive supervision to proactive risk management. Here is how we can elevate our standard of care: 1. Robust, Conversational Screening Standard liability waivers are necessary, but they rarely tell SCUBA DIVING INDUSTRY | 9
into the chest, and negative pressure created in the chest when breathing hard through a snorkel can trigger IPE. It may begin with unexplained shortness of breath, a persistent cough, or a feeling that your guest "can't catch their breath" despite floating easily. If your customer experiences any un- expected breathing difficulty or starts coughing up pinkish, frothy sputum, have them exit the water immediately and seek emergency medical care. Do not wait to see if it gets
SAFETY continued
the whole story. Dive professionals should engage in friendly, non-threatening, conversational screening during check-in or the boat ride out. Ask about comfort levels in open water, recent physical activity, and any history of cardiovascular conditions. Framing these questions around "ensuring your maximum comfort and enjoyment today" removes the stigma and encourages honest communication. 2. High-Visibility Flotation Never let pride dictate safety. Cultivate a culture where wearing a snorkeling vest isn't seen as a sign of weakness, but as a smart, professional standard. For older snorkelers, a properly fitted vest provides essential positive buoyancy, al- lowing them to rest effortlessly at the surface without overex- ertion if they become tired or anxious. 3. Thermal Protection Is Non-Negotiable Mature bodies lose body heat more rapidly and acclimatize more slowly to temperature changes. Hypothermia can sneak up quickly, causing fatigue and impairing judgment. Even in seemingly warm tropical waters, encourage the use of a lightweight wetsuit, dive skin, or a thermal rash guard. A warm snorkeler is a relaxed, safe snorkeler.
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SAFETY continued
every single trip. This is especially true for non-rebreather masks, which are particularly susceptible to damage from heat and salt air. 2. Automated External Defibrillators (AEDs) Given the physiological strain that surface swimming and thermal changes can place on mature cardiovascular systems, an AED is no longer a luxury; it should be considered an essential requirement. Accessibility: Keep the AED in a highly visible, completely waterproof casing. It should be positioned where it can be grabbed in seconds, not buried beneath a stack of gear bags or dry towels. Condition: Regularly verify that the battery indicator is
4. Proactive Visual Supervision Surface swimmers are incredibly vulnerable because respiratory or cardiac distress can happen silently and without the dramatic splashing people expect. The "Look-Up" Rule: Dive and boat staff should be trained to monitor snorkelers continuously from the boat or shore. A snorkeler who has been completely motionless face-down for an extended period should immediately trigger a proactive check-in by a safety swimmer. Keep group sizes small and consider assigning a dedicated dive professional to shadow older or less experienced snorkelers in the water. 5. Equipping Your Location for Rapid Response Whether you are operating from a professional dive boat or
managing a group from a sun- drenched beach, having the right emergency equipment close at hand is the critical bridge between a sudden medical event and a positive outcome. For older snorkelers, who are statis- tically more prone to silent cardiac or respiratory incidents, every second counts.
green and that the defibrillator pads are well within their expiration date. 3. Dedicated Extraction and Res- cue Devices Getting a compromised, nonre- sponsive swimmer out of the water and onto a solid surface is one of the most physically demanding chal- lenges a rescue team will face.
We must ensure our surface support stations, both afloat and ashore, are fully equipped, operational, and immediately accessible: 1. Oxygen Delivery Systems (The First Priority) When dealing with immersion-related stress or near-drowning events, oxygen is your immediate first line of defense. Onboard and Onshore: Always have a fully charged, func- tional emergency oxygen unit readily available. The Standard: Ensure you have a demand valve system for breathing injured snorkelers/divers, as well as a non-rebreather mask and a pocket mask with an oxygen inlet for non- breathing snorkelers or divers. Check Routine: A professional never assumes. Check your oxygen cylinder pressure and delivery components before Dive into Dr. Alex Brylske’s Book: BENEATH THE BLUE PLANET
On the Boat: Equip your vessel with a dedicated rescue sling, a sturdy swim platform, or a robust ladder system designed to handle the dead weight of an unconscious person. Specialized extraction mats (such as a Jason's Cradle®) can be a lifesaver when lifting someone over high gunwales. On the Shore: Ensure your shore safety equipment includes a rigid backboard or a lightweight, portable rescue litter. Dragging an injured guest across hot sand or sharp coral can compromise stabilization and delay critical care. 4. Reliable, Redundant Communication An emergency plan is only as good as your ability to summon emergency medical assistance. Afloat: Maintain a properly functioning VHF radio, know your local emergency channels, and supplement the radio
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SAFETY continued
with a satellite communication device or a reliable cellular phone in a waterproof case when operating close to shore. Ashore: Never assume you will have perfect cellular reception at remote beach locations. Scout the area beforehand, identify any "dead zones," and have a backup communication plan (such as a marine radio or satellite phone) ready to go. Having the appropriate rescue and safety equipment on your boat is only half the battle. True safety means dive and boat staff can deploy rescue and safety equipment with their eyes closed. Running regular, unannounced "snorkeler rescue" drills with dive and boat crew is essential so that if a real emergency happens, panic is replaced by smooth, practiced precision. Safety isn't about limiting adventure; it’s about managing risk so that the adventure can continue for a lifetime. By an- ticipating the unique needs of our older snorkelers, we don't just prevent accidents; we honor their passion for the ocean and ensure they return home with nothing but incredible memories. Snorkeling is a magnificent window into the underwater world, and getting older shouldn't mean staying on the boat,
provided you treat the ocean with the respect it commands. Prepare your physical fitness, get regular medical check-ups, use reliable equipment, and only trust your safety to operators who are fully prepared for the unexpected. Remember that the golden rule of diving, snorkeling, and swimming safety is the ‘No-Fault’ philosophy for ending an activity: Anyone can call off any in-water experience, at any time, for any reason. If you don't feel right, stay on the boat. The view from the deck can still be pretty spectacular. This philosophy should be discussed and agreed upon by the in-water staff, and a plan of action should be devised for what to do if someone wants to return to the boat or shore so that no one is left unattended. Finally, you may well ask, ‘Exactly what constitutes an older diver or snorkeler?’ That is a topic for another time and another article. Note: The information presented here is for general informational and educational purposes only and is not intended as medical advice.
Readers should consult a qualified healthcare professional regarding fitness to dive or any medical concerns resulting from a dive.
email Dan Orr
14 | SCUBA DIVING INDUSTRY
RETAILING
The Two AIs Every Dive Center Needs by Cathryn Castle Garcia , Owner, ClearStoryCoach.com, The Azores
R UNNING A SUCCESSFUL dive center includes managing a lot of administrative tasks that must be done, but they often drain you and your staff of time and energy. This is why artificial intelligence tools are worth a serious look. Used well, AI can absorb some of the repetitive administrative load your business requires.
AI Tech Tools: Here are a few simple suggestions for inte- grating AI tech into your business in ways that will free up your time while also providing useful operational data. Automate scheduling and booking confirmations. AI- enabled booking tools can confirm reservations, send automatic reminders, and reshuffle a class or charter roster when someone cancels. If you are using business management software, this feature is prob- ably included in your sub- scription. Start small. For example, turn on automated confirmation and reminder emails or texts for your next certification course. Build a simple, AI-assisted customer feedback loop. Instead of guessing why a student never came back for their
The dive centers that grow fastest over the next few years won’t be the ones that adopt the most arti fi cial intelligence. They’ll be the ones that use AI to clear space, and then fi ll that space with authentic, high-integrity human connection.
But there’s a second AI worth building into your business alongside artificial intelligence: authenticity and integrity. Divers choose a
dive center and stay loyal to it because they trust the people who teach the classes, sell the equipment, and lead the trips. Technology should support that trust, never replace it. Here’s how to get started with both.
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RETAILING continued
next certification, use an AI-powered survey tool to send a short, automatic feedback request after every dive trip or course. Many tools will even summarize themes across dozens of responses in seconds, flagging patterns that you would otherwise miss, such as an instructor who consistently earns praise or a boat departure time that keeps drawing com- plaints. Here’s how to create a survey: 1. Pick one trigger event to start with, such as ‘course com- pletion’ or ‘boat trip completion.’ Don’t try to cover every touchpoint on day one. 2. Connect an AI survey tool to that trigger. Many booking or customer relationship management (CRM) platforms have a built-in survey option or can integrate with Type- form, SurveyMonkey, or an AI-enabled CRM add-on so a short, three-question survey is sent automatically. 3. Ask three questions: one rating question, one open-ended question, and one forward-looking question. Examples: “How would you rate today’s activity (1–5)?”; “What’s one thing we could improve?”; “What would you like to do with us next?”
4. Let the AI tool summarize weekly rather than reading every response yourself. Many tools can automatically generate a weekly digest that groups comments by theme (staff, gear, course pacing, value) so you can scan trends instead of staring blankly at your email inbox. 5. Take action. Meet with your team to review the weekly results and pick one thing to adjust, whether it’s a boat departure time or how gear is handed out. Customers no- tice when their feedback leads to visible changes. Track retail sales and inventory trends with AI-assisted point-of-sale reporting. Modern POS systems increasingly include AI features that forecast seasonal demand, flag slow- moving inventory, and suggest reorder timing based on past sales. Rather than manually combing through spreadsheets, ask your POS provider whether these forecasting features are already included in your current plan. You may be sitting on a tool you haven’t turned on yet. Let AI draft routine communications, then edit them yourself. Gear reminder emails, trip itineraries, and course prerequisite checklists all follow predictable patterns. Use an AI writing tool to generate a first draft, then personalize it before it goes out. This is the hinge point between the two AIs. Automation saves you time on the draft, but editing the message to your own voice is what makes it worth reading. Here’s an example of how to create an AI-assisted email campaign: 1. Give the AI tool a specific prompt. Instead of “write a dive trip email,” try: “Write a three-email sequence invit- ing past Open Water students to book an Advanced Open Water course. Email 1 is a friendly nudge, email 2 shares one benefit, email 3 has a soft deadline. Keep each one under 150 words and leave a [bracketed] spot for a personal note.” 2. Review the draft for accuracy. Check dates, prices, pre- requisites, and certification names before you touch the wording. AI tools can generate confident-sounding de- tails that are wrong. 3. Fill in the bracketed personal note manually for each seg- ment of your list, then read it out loud before sending. If it doesn’t sound like something you would actually say to a customer, rewrite the stiff parts. AI drafts tend to overexplain and sound overly formal; cut anything that sounds like a brochure. 4. Save the edited version as your real template for that seg- ment, so next time you’ll be refining an already-human draft instead of starting from a blank AI prompt. Leaning Into Authenticity and Integrity: AI can handle
If your marketing message isn’t CLEAR, all you’re making
is NOISE. I can help. Hi, I’m Cathryn. I specialize in branding and marketing strategies for the scuba industry. Visit my website for a FREE Brand Messaging Guide. Email me at hello@clearstorycoach.com to schedule a call.
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16 | SCUBA DIVING INDUSTRY
logistics, but it cannot build relationships. Divers return, upgrade certifications, and book travel with dive centers that feel genuinely trustworthy. These practices protect and strengthen that trust as you adopt new technology. Keep your team’s real voice in front of customers. It’s tempting to let AI write every social caption or newsletter blurb from scratch. Resist doing that for anything personal. Save AI for structure and logistics; save your people for the story. Be transparent about where AI is helping. Customers generally don’t mind an automated booking reminder. What erodes trust is discovering that a personal-sounding note was actually mass-produced. You don’t need a disclaimer on every email, but you do need honesty in how you present it. Au- tomation used openly reads as efficient. Automation used de- ceptively reads as a betrayal. Personalize the follow-up after every dive. An automated trip summary is a fine starting point, but a single added line referencing what actually happened, such as the eagle ray someone spotted or a guest’s first night dive, turns a form email into a memory. I’m a huge fan of ‘real’ mail. Keep a stack of customized postcards handy and challenge yourself RETAILING continued
to write a personal note to at least three customers each day. A simple “Hello from your buddies at the dive center” that lands in their mailboxes will brighten their day and keep your business on their minds. Keep business promises specific and consistent. Your business is only as good as your word, and integrity is about building trust by consistently delivering customers the services you sell, whether it’s providing a course exactly as outlined or honoring a product warranty. Your unwavering commitment to excellent customer service is what wins the day. Bringing Both AIs Together: The dive centers that grow fastest over the next few years won’t be the ones that adopt the most artificial intelligence or the ones that reject it outright. They’ll be the ones that use AI to clear space and then fill that space with authentic, high-integrity human connection. Start with one AI tool this month. Pair it with one authenticity practice from this list. Trust, like peak un- derwater buoyancy, is easier to maintain in small, steady ad-
justments than in one dramatic correction. I’d love to know how you’re using AI to grow your business. Email me at hello@clearsto- rycoach.com.
email Cathryn
RETAILING
Your DEMA Game Plan Starts Now by William Cline , Publisher & President of Cline Group, TX
T HREE MONTHS MAY SOUND like plenty of time, but the dive businesses that get the most out of DEMA Show begin planning before they ever arrive in New Orleans. Registration, ho- tel reservations, and travel plans should already be underway. Those basics get you to New Orleans, but they are only the first step. The businesses that receive the greatest return from DEMA Show do more than show up. They arrive with a plan. Secure The Basics: If your registration, room reservation, and travel schedule are not already in motion, now is the time. Waiting can limit hotel choices, increase airfare, and make your schedule harder to manage. Review arrival and departure times carefully so you do not miss important meetings, seminars, training sessions, or networking oppor- tunities. Define Your Mission: Before studying the floor plan, decide what success looks like. Are you looking for new equipment lines, better margins, new travel partners, staff training, business services, marketing assistance, or fresh ideas for 2027? Choose three to five clear objectives so your time is spent with purpose. Build An Attack Plan For Your Staff: If more than one person from your company is attending, divide responsibilities in advance. One person may focus on equipment and pur- chasing. Another can investigate travel partners and desti- nations. An instructor or training manager can concentrate on seminars, agency updates, and professional development. An owner or manager may focus on business services, tech- nology, marketing, and industry relationships. Meet briefly at the end of each day to compare notes and refine the next day’s priorities. Plan Who To Visit: Do not rely on chance meetings. Review the exhibitor list and floor plan now, identify your must-visit companies, and schedule appointments where possible. Group nearby booths together so you can move
through the floor efficiently while still leaving time to explore new products, destinations, and ideas.
Choose Education Strategically: Seminars, training sessions, and ex- hibitor presentations can be some of the most valu- able parts of the Show. Choose sessions that di- rectly support your busi- ness goals. Look for ideas that can improve sales,
training, risk management, travel programs, staffing, customer retention, or marketing. If several employees are attending, divide the educational schedule and have each person sum- marize the most useful ideas for the rest of the team. Prepare Better Questions: “What’s new?” is a conversation
starter, but it should not be your entire strategy. Ask about dealer margins, minimum orders, delivery schedules, warranties, staff training, demonstration programs, group incen- tives, marketing support, customer service, and product availability. Travel sellers should ask about commissions, group- leader benefits, deposit schedules, cancellation terms, seasonal opportu- nities, and promotional materials.
Capture The Value: Create a simple system for recording contacts, pricing, product notes, promised information, and follow-up tasks. Business cards and brochures are only useful
when someone is assigned to act on them after the Show. Record why each contact mattered, what was promised, and what should happen next.
email William
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Thinking Big: ScubaBros’ Dive Trip With 135 Customers by Gil Zeimer , ScubaStoryteller.com and Zeimer.com, CA
N OW THAT THE sesquicentennial is in our col- lective rearview mirror, it’s time to turn our eyes toward the industry’s next milestone event: The Bro-Centennial Dive Trip with ScubaBros. What is the “Bro-Centennial”? It’s a dual celebration or- ganized by ‘The Raddest Scuba Shop in Oklahoma.’ I believe that dive shops worldwide can learn a thing or two from this groundbreaking event because of its size, its logistics, and its importance to the local community. ScubaBros’ 100th International Dive Trip First, the “Bro-Centennial” is the 100th trip abroad planned by Michael and Zach Cody, brothers and co- owners of ScubaBros, a full-service dive center specializing in training, travel, and service. As the largest dive shop in the Oklahoma City area, it opened in 2011. Hosting More Than 100 Divers Second, this event’s original ambitious goal was 100 divers.
After they posted the trip details on their website and promoted the event to more than 5,000 social media followers in early 2025, the response far exceeded their wildest dreams. The Early Diver Special reduced the required deposit from the usual $650 to only $100. “We’ve been wanting to do a bigger trip for years to exceed our previous best of 63 divers on a trip to Bonaire in 2022, where we attempted the Guinness World Record for the largest underwater human pyramid, but fell short by four people,” said Michael. “So far, 135 customers who are bringing their kids and grandkids have signed up, and all but nine are divers. We have space for 140, so the trip is virtually sold out, but we’ve started a waiting list.” Michael continues, “The great news is that we’re still a year away from the event, scheduled for June 6 through 10, 2027, at the Iberostar Resort in Cozumel. The trip is for
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three days of two-tank diving, round-trip airfare out of OKC, transfers, meals, drinks (including, of course, al- coholic beverages), and lodging for four nights/five days, starting from $2,499 for a double-occupancy diver package and $2,199 for non-divers. “Over the past 15 years, we’ve also found ourselves in the group travel planning business,” adds Zach. “My wife Stevie helps with the logistics, along with Teresa at Scuba Travel Ventures in California. We’re actually looking at chartering a private 737 jet out of Will Rogers International Airport in OKC to accommodate our Bro-Centennial customers who live near us, as well as those traveling from California, Kentucky, Texas, Florida, Colorado, Washington, and even Canada. But for that many people, the price is about the same as flying on a major airline.” Because of the magnitude of this trip, ScubaBros will close down its business for the full week and bring six staff members to assist with the dives, including some shop favorites, Hope and Allen (also known as A- Town). Everyone will stay at one hotel, and nine dive boats will be available to accommodate the group. RETAILING continued
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growing customer base and adds excitement to each successive trip,” adds Zach. “We’re thrilled to have enthusiastic divers join us from all across North America for these diving adventures, and thank our loyal customers for their years of support.” Five Ways Dive Shops Can Follow ScubaBros’ Lead Scheduling a series of international dive trips annually, as ScubaBros has done, can really help: Turn Local Divers into World Travelers: Once divers get ▪ a taste of warmer, clearer water with fantastic marine life and three meals a day filled with dive talk, they often sign up for one or two trips every year. Sell More Gear: After customers sign up for any trip, ▪ that’s the perfect time to introduce them to your latest gear, especially if they haven’t dived in years or have out- dated equipment. For example, let them try on a travel BCD, shorter fins, a lightweight wetsuit, or a low-profile mask or computer to enhance their dive vacation. Expand Your Community: Traveling together can create ▪ stronger camaraderie among your customers, and even at- tract new divers who are enticed by social media images,
A History of Great Group Trips Back in 2012, ScubaBros held its first group trip with eight divers to Cozumel. In 2013, an excursion to Fiji attracted 26 divers. Since then, they’ve averaged six to eight international trips annually. “We’ve traveled to some amazing dive sites with energetic groups of loyal customers over the years,” says Michael. “We once had the crazy idea of a ‘Mystery Trip’ in 2024. We ad-
vertised that you only needed a passport, a wet- suit, and the desire to get wet in warm water. After a single social media post, the trip sold out in two days with 36 divers. We ended up in La Paz, Mex- ico.”
videos, and comments from customers about the latest trip. ◾ Build Customer Re- ▪ tention: Frequent travel programs like those of- fered by this Oklahoma City dive shop can en- courage customers to use their skills and gear more frequently, improve diver safety, and pursue ad- vanced certifications.
Now, they create a private Facebook page for each trip where customers can like content created by other group members, post images and videos, add comments, and share information. For the balance of 2026, ScubaBros has a Bahamas Liveaboard scheduled in mid-August; a Beaver Lake Summer Dive Trip in late August to Eureka Springs, Arkansas; a Roatán ‘BRO- Atan’ Fall Break Trip in October; and a Socorro Liveaboard in mid-December. Next year, besides the “Bro-Centennial” in June, they have another Bahamas liveaboard scheduled for April, a ‘Brosta Rica’ Costa Rica Trip in August/September, and a Bonaire Pre-Christmas Trip in early December. Their January 2028 Fiji “Back to Beqa” trip has only two spots remaining. “The frequency of our trips builds community among our
ScubaBros’ Mystery Trip, La Paz, Mexico
Promote Your Trips in Advance: ScubaBros’ website lists ▪ trips at least a year in advance to build momentum and accept deposits. This makes each successive trip more en- ticing to their customers. The Bottom Line ScubaBros’ “Bro-Centennial” is already making waves across the industry for its success in signing up 135 participants for its 100th trip, even though it’s scheduled for next June. The coming year can only solidify this Oklahoma City shop as
one of the leaders in international dive travel. To discuss more ways to promote your scuba- related business, please contact me today: gil@zeimer.com.
email Gil
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The Accessory Advantage: Small Things Can Make Big Profits by Suuz Martines , Owner, Scuba Do Rag Apparel, NC
W ALK INTO ALMOST any dive shop and the spotlight naturally falls on the big-ticket items - BCDs, regulators, dive computers, wetsuits, and fins. They deserve the attention. They're essential to getting divers in the water. But after more than 25 years working with divers, instructors, retailers, liveaboards, and dive resorts, I've learned that some of the smallest products in the store often have the biggest impact. The dive industry often talks about accessories as impulse purchases, upsells, or add-ons that increase the average sale and keep retailers from leaving money on the table. Those are valid business goals. But they're all symptoms. The real opportunity is much bigger. Accessories are not products. They're solutions. They solve problems before a diver ever reaches the boat or the dive site. They improve comfort underwater, reduce
minor frustrations throughout the day, simplify travel, personalize equipment, and often become the items divers appreciate most long after they return home. Accessories create experiences before, during, and after the dive. Great accessories don’t simply complete a sale; they become part of the diving experience. They create connections and strengthen the culture of diving, and that's where customer loyalty begins. Divers have an amazing ability to spend thousands of dollars on equipment and then wish they'd packed a $20 item halfway around the world. Imagine a customer walking into your store to purchase a new BCD. They leave with exactly what they came for. They also leave with a blister they never saw coming. Or tangled hair after every dive. Or neck chafing from a wetsuit. Or difficulty identifying their equipment on a crowded dive boat or at the rinse tank. Or the one small item they never knew they needed. The transaction ended at checkout. The customer expe- rience was just beginning. Every diver walks into your store with needs they recognize and others they haven't discovered yet. This is especially true of new divers. They don't yet know what they don't know. That's your opportunity: not to sell more, but to serve better. The best retailers become heroes before customers even know there's a problem. That's not upselling. It's thoughtful service. It's anticipating needs before they become problems. And that's how trust is built. "Does your long hair create any problems when you dive?" "Have you ever experienced neck chafing from your wet- suit?" Every thoughtful recommendation quietly tells the customer, "We've been there. We've thought about this." That simple con- versation changes the relationship. You're no longer just selling equipment. You're becoming a trusted guide, not by selling another product, but by preventing problems before they happen. "Where are you diving?" "Flying with your gear?" "Is this your first liveaboard?"
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conversation has stayed with me for years. The value of an accessory isn't always measured by the person who buys it. Sometimes it's measured by the friendship it starts. The dive buddy system doesn't begin at the water's
Accessories become proof that a shop understands diving beyond simply training and selling equipment. Many dive shop owners begin their businesses because they love diving. They become instructors, trip leaders, mentors, and ambassadors for our sport. Retail, however, is a different discipline.
edge. Sometimes it begins with a thoughtful recommendation across a retail counter. One customer once described scuba socks in a way I'll never forget. "They're like lingerie for your feet." I still laugh every time I share that story. Not because she was describing a product. Because she was describing a felt experience. People don't fall in love with acces- sories. They fall in love with what those accessories allow them to expe- rience. The best accessory is often the one a diver didn't know existed - until the day they can't imagine diving with- out it. Over the years, I've realized something else. Innovation rarely begins with in- venting products. It begins with paying attention. Some people walk through life noticing what's there. Others notice what's missing. I've always been fasci- nated by those little moments when a diver struggles with something everyone
Understanding how customers shop, what catches their attention, what questions they don’t think to ask, and how small solutions can dramatically improve their experience is a learned skill. Like mastering buoyancy or teaching an Open Water class, great retailing takes practice, observation, and a will- ingness to keep learning. A dive shop isn't simply a place to buy equipment. It's where divers learn what they don't yet know. Think about gaps, not brands. Great retailers don't begin by asking, "What brands should I carry?" They ask a much better question: "What problems are my customers still ex- periencing?" Every accessory should earn its place by solving a problem, creating comfort, adding convenience, improving safety, or enhancing the
diving experience. You can't solve a customer's problem with a product you don't carry. Usually, customers have done their online or forum research. They want to do business with you if you offer the solutions they need. One of my favorite conversations happens long after someone's first purchase. A customer walks into our booth before another dive trip and says, "I need a few more pairs." I assume they're replacing old favorites. Instead, they smile. "These aren't for me." They remembered how someone shared a pair of fin socks after blisters threatened to ruin an entire week of diving. Another packed extra lightweight hoods because they knew someone on the boat would appreciate help managing long hair, protecting their neck from wetsuit chafing, spending hours under the tropical sun, or dealing with Caribbean thimble jellies. One longtime customer laughed and told me, "The six pairs I gave away on my last trip made me lifelong dive friends." That
else accepts as "just part of diving." Those moments become opportunities - not only for better products, but for better conversations between retailers and their customers. The opportunity for every dive retailer is to become a student of their customers. Great retailers watch, listen, observe, notice patterns, ask thoughtful questions, and remember stories. Every diver who walks through the door teaches them something. The more closely a retailer observes how divers prepare, travel, pack, dive, and care for their equipment, the more opportunities they discover to solve problems before they happen. That's how retailers become trusted resources instead of simply places to shop. The most successful retailers don't simply stock products; they curate solutions. They think beyond inventory and focus on the customer's experience. Every accessory earns its place by creating comfort, solving problems, improving safety, or making diving more enjoyable. Because customers rarely
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