BUSINESS EDU
Our Industry in Transition: A Conversation with Interim DEMA CEO Nicole Russell by Rachelle Reimers , DEMA Communications and Publications Chief
E DITOR’S NOTE: This interview was conducted by Rachelle Reimers, DEMA’s Communications and Pub- lications Chief. Rachelle : Nicole, stepping into the role of Interim President & CEO is a significant responsibility. What was your reaction when the Board asked you to take on this position? Nicole : I was honored and humbled by the trust the Board placed in me during this important transition. I’ve spent more than 23 years working with and for the dive industry, and I care deeply about our members and our community. This is a responsibility I take very seriously, and one I’ve embraced with purpose and commitment. Rachelle : You’ve held several roles within the Association over the years. How has that journey prepared you for this moment? cations Manager to Customer Acquisition Project Manager and, most recently, Vice President of Operations. Each role provided a different perspective on how DEMA supports its members. Working closely with staff, vendors, board members, and stakeholders has given me a comprehensive understanding of our systems, relationships, and partnerships, which is in- valuable in a leadership transition like this. Rachelle : The dive industry is made up of many different business types and professionals. How do you view DEMA’s role in serving such a diverse membership? Nicole : Our industry is a vibrant network of retailers, man- ufacturers, educators, travel professionals, and advocates who all share a passion for the underwater world. DEMA’s role is to support that entire ecosystem. My focus is on ensuring we remain member-centric, accessible, and aligned with the real- world challenges and opportunities our stakeholders face. Rachelle : During this interim period, what are your top priorities for the Association? Nicole : Continuity is critical. While the Board conducts its search for the next President & CEO, my priority is ensuring the Association continues to operate at full strength. That means maintaining momentum across our programs, supporting our members, and advancing strategic initiatives without dis- Nicole : I’ve had the opportunity to serve in many capacities – from Asso- ciation Coordinator and Communi-
ruption. This includes ongoing advocacy at the state and federal level on issues such as the DIVE BOAT Act, expanding edu- cational opportunities offered both in-person and online, and continuing our industry research efforts, including an updated 2026 Diver Behavioral Study. Rachelle : Education and research continue to be major topics for dive businesses. How is DEMA approaching those areas? Nicole : Education and research are essential tools for business success. We’re focused on providing practical education – from market research use cases to social media advertising tutorials – that members can apply immediately. Our research a cornerstone event. What can members expect this year? Nicole : The DEMA Show will take place November 3–6 in New Orleans, LA. We’re continuing to refine and improve the experience by enhancing education and networking op- portunities and streamlining operations. Our goal is to ensure that exhibitors and attendees consistently see value in their participation, both at the Show and through our year-round programs. Rachelle : You also acknowledged former President & CEO Tom Ingram in your remarks. Why was that important? Nicole : Tom’s leadership played a major role in shaping the organization, and I had the privilege of working alongside him for more than twenty years. His impact on DEMA and the industry deserves recognition, and I’m grateful for his mentorship and dedication. Rachelle : What message would you like to share with members during this transition? Nicole : Thank you – to our Board, our members, and the broader dive industry – for your trust and support. I look initiatives help provide data-driven insights that support smarter deci- sion-making and long-term growth across the industry. Rachelle : The DEMA Show remains
Our role is to support the entire dive industry ecosystem and remain aligned with the real-world challenges our members face.
forward to connecting with our community and working together to ensure DEMA remains a strong, impactful, and member-focused Associa- tion.
email Rachelle
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