RETAILING
Fitness Motivation for Dive Shops by Gretchen M. Ashton , CFT, SFT, SFN, SSC, NBFE, Founder of ScubaFit®
W HY DO WE BELIEVE THAT RESOLUTIONS only work at the start of a new year, or that we can only set goals in January? This mindset often sets us up for disappointment before we even begin. After years of seeing gyms fill to the brim every January, only to return to normal within six weeks, I encourage clients to break this cycle by setting new goals in the fall. This approach helps people adopt a balanced mindset before the holiday season, giving them time to plan and prepare. By the time the new year arrives, they’ve already moved past the difficult initial phase and are fully committed. In any case, there’s no need to start over each year – just keep moving forward from where you are. Here’s a fresh way dive shops can move forward in 2026. How Dive Shops Can Motivate Fitness-Minded Clients: Fit divers are safer divers, dive more often, and are more likely to advance their training. Dive shops have a unique op- portunity to inspire their clients to stay active and healthy. Here are a few ideas: Offer Incentives: Provide discounts at the point of sale for customers who show a gym membership card when purchasing gear, booking travel, or signing up for training. Host Themed Drawings: Organize a fitness for diving- themed raffle. Prizes could include dive or fitness gear, healthy restaurant gift cards, massage certificates, tickets to sporting events, or other wellness-related items. Integrate with Specialty Programs: Combine these incentives with programs like the ScubaFit® Distinctive Specialty to role model and encourage fitness for diving. Launch Fitness Challenges: Set up a fitness challenge where divers commit to regular exercise and track their progress using a fitness or diving smartwatch. Benefits of Physical Fitness for Diving: Surveys show that less than 30% of divers exercise. This advice applies to everyone in the diving community – shop owners, instructors, and clients alike. Start a fitness program now and achieve the necessary fitness level for the type of diving activities in which you participate. The desire to dive safely and enjoy the underwater world can be a powerful motivator for adopting a healthy lifestyle. If you have a particular diving adventure in mind, start preparing your fitness and nutrition plan now. Set both short- and long-term goals and set dates for completion. The benefits of physical fitness for diving include:
Improves transportation of oxygen to muscles. ▪ Reduces amount of air used. ▪ Extends dive time. ▪ Increases physical endurance and reduces fatigue. ▪ Facilitates carrying less weight. ▪ Improves mental acuity. ▪ Reduces the risk of decompression sickness (DCS). ▪ Improves agility on boats and uneven terrain. ▪ Improves comfort and movement on the surface and un- ▪ derwater. Improves fin-kick efficiency and diving performance. ▪ Personal Motivation Matters: Motivation is different for everyone. Some people are driven by positive reinforcement, while others rely on discipline. Rewards for reaching milestones work for some, while others are motivated by seeing tangible
results. Whatever inspires you, embrace it! After all, making just one positive change each week adds up to 52 improvements in a year. Contact Gretchen for more information www.scubafit.com, gretchen@scubafit.com.
email Gretchen
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