RESEARCH continued
continuum, not a checklist. That starts with front-end structure. Youth programs are proving to be a valuable entry point, and many retailers are now designing training pipelines that carry customers from basic certifications into more advanced and specialty areas. This includes creating family-friendly formats, bundling
questions: Will this gear improve my dive experience? Will it make me safer, more comfortable, more confident? The shops getting results are the ones that answer those questions before the customer asks. That means shifting from inventory-based selling to experience-based engagement. Gear demos, personalized fittings, and education-first con-
courses like Advanced Open Water with Enriched Air or Navigation special- ties, and using automated tools to stay in touch be- tween certifications.
sultations outperform dis- counting strategies. Many shops are also bundling servicing, warranty exten- sions, and loyalty perks to increase perceived val- ue. Another winning tactic: lifetime engagement. If a customer buys a computer, offer an annual check-in. If someone gets a new wetsuit, invite them to a future pool session to ad- just the fit. These touch- points are not just good service; they are reminders
Follow-up is where loy- alty is built. Every referral should be tracked. Every former student should be invited back with a per- sonalized offering. Training calendars should align with travel and gear promotions, not compete with them. The centers doing this well are seeing better retention, stronger referrals, and steadier pipelines. 2. Link Travel to Training
that your business supports their entire dive journey. The Responsibility Era – And How We Grow Together If we had to sum up the dive industry’s journey from 2023 through 2025 in a single word, it would be this: re- sponsibility. In 2023, the market carried many businesses forward. Pent-up demand from the post-pandemic years still lingered. Consumer optimism remained high. Dive operators across retail, travel, and training segments benefitted from this temporary momentum. Certifications spiked in some areas. Equipment sales saw short-lived growth. Travel programs filled faster than usual. It was a welcome relief, but it was never built to last. Then came 2024. The tone changed. Volatility returned, not just economically but operationally. Global inflation hit consumer wallets. Travel fatigue crept in. Participation rates wavered. Many operators continued to run the playbook from the recovery era—waiting for business to simply “come back.” But instead of a surge, they saw stalls. The growth that once felt automatic began to slow. It became clear that momentum was no longer enough. By late 2025, the message had crystallized. The dive
Dive travel is no longer just about the destination. It is about purpose. The most effective trip campaigns in 2025 were not built around discounts or exotic photos. They were built around connection to training, community, and progression. Consider offering trips that align directly with your in- structional calendar. An Advanced Open Water trip to Bonaire. A Rescue Diver certification week in Cozumel. A liveaboard focused on underwater photography with an in- tegrated course. When travel has an educational purpose, conversion rates go up. Divers are more likely to commit when they feel they are progressing, not just spending. In many cases, it is the simplicity of the offer that matters. Include the gear rental, include the airport pickup, include the certification. Customers do not want ten choices – they want a clear invitation and a clear path. Make it easy for them to say yes. 3. Reinvent Gear Sales Through Experience The gear market has changed. Divers are no longer impulse buying based on promotions. They are asking harder
FORTY-NINE | SCUBA DIVING INDUSTRY
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