RESEARCH continued
most dive businesses. Despite some year-over-year declines compared to the industry’s peak recovery years, certification volume stabilized in late 2025. The steepest drops began to slow, and that was not by accident. Operators who invested in future diver pipelines began seeing long-term benefits. Youth programs, university/school and community partnerships, family-oriented formats, and travel-linked certification opportunities all contributed to
The businesses that performed best were those who removed friction. Simple booking processes, clear inclusions and exclusions, transparent pricing, and seamless alignment with training schedules consistently outperformed more complex offers. A clear example that appeared repeatedly in survey comments was the success of tightly integrated cam- paigns such as, “Get certified this spring and join us in Bonaire this fall.” These programs, blending instruction,
improved stability. Rather than treating certification as a single transaction, these operators re- built pathways. At the same time, new diver funnels were strengthened using smarter strategies. Bundling Ad- vanced Open Water with spe- cialties, creating clear progression toward Master Diver ratings, and offering flexible scheduling for working adults and families all improved completion and continuation rates. Many oper- ators also saw success by refram- ing certifications as shared ex- periences, not solo accomplish- ments.
equipment preparation, and group travel, outperformed generic travel offers by a wide margin. Customers are still eager to travel. They just need it to be easy to say yes. Another notable shift in 2025 travel data was the growing influ- ence of purpose-driven experi- ences . Sustainability, environmen- tal awareness, and citizen science are increasingly part of the deci- sion-making process. Eco Pro ed- itor Dr. Alex Brylske has high- lighted this trend consistently, and the numbers now support it. Divers are not just asking where they are going. They are asking why it matters and how they can engage more meaningfully with the environments they visit. Equipment Sales
This aligns directly with what training leaders Dan Orr, Tec Clark, and Pat Hammer have reinforced throughout the year. Training is not a transaction. It is the foundation of safety, con- fidence, and long-term engage- ment. When education is structured as a continuum, retention improves and referrals follow. Margo Peyton’s long-standing focus on kids programs and family diving reinforces the same conclusion from another angle. When diving becomes something families experience together, continuity strengthens. The data shows that operators investing in younger and family-based entry points are building more durable pipelines. Travel Travel rebounded in 2025, but not always in the ways op- erators expected. Deep discounts and exotic new destinations were not the primary drivers of growth. Instead, clarity and structure made the difference.
The equipment market softened in 2025, but it did not disappear. Consumers are still buying gear, but the decision-making process has become more deliberate. Confidence is the key differentiator. Retailers who invested in education-led sales techniques saw better results than those chasing the lowest price point. Fit clinics, try-before-you-buy demo days, bundled regulator service plans, and messaging that emphasized long-term value all outperformed discount-heavy approaches. Price still matters, but trust and guidance matter more. Operators who positioned themselves as partners in the gear journey, rather than transactional salespeople, retained more customers and sold higher-margin items more often. This mirrors what dive store owners Tom Leaird and Rachel and Michael Scott have consistently shared from the retail
FORTY-SIX | SCUBA DIVING INDUSTRY
Made with FlippingBook - Online Brochure Maker