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!
AUGUST 2025 PUBLISHED BY CLINE GROUP SCUBA DIVING INDUSTRY
INSTRUCTORS WORDS AND LIABILITY GROUP TRAVEL GUIDE TO PALAU FOR RETAILERS FUTURE-PROOF YOUR DIVE BUSINESS
BUYING A DIVE SHOP PART 2 ORCAS OF NORWAY AI USE IN DIVE BUSINESSES
O2 MIXING SAFETY ALTITUDE EXPOSURE AFTER DIVING
Blackwater Photo of Longarm Octopus in Bonaire by Marty Snyderman TRENDS IN DIVE RETAILING, TRAVEL & TRAINING
digital version
8/22/25 12:32 PM
SCUBA DIVING INDUSTRY™ MAGAZINE • AUGUST 2025
CONTENTS PAGE 5 FROM THE PUBLISHER Dive Travel for Retailers: How Group Trips Boost Sales
ADVERTISERS 2 & 3 Aggressor Adventures 6 Divers Alert Network (DAN) 7 Books by Dan Orr/Best Publishing 8 Volivoli Beach Resort, Fiji 9 Big Animals Global Expeditions 10 Aggressor Adventures 13 Alex Brylske’s Book by Reef Smart 15 Neal Watson’s Bimini Scuba 16 Sea Experience, Ft. Lauderdale, FL 17 Barefoot Cay Resort, Roatan 20 ScubaWeather.com 21 Deep Blue Adventures Travel 23 All Star Liveaboards 24 Clear Story Coach 24 Stream2Sea Reef Safe Products 25 Wayne B. Brown Book 25 Make A Di ff erence Challenge 28 Fog-X Mask Defogging Film 29 Blue Force Fleet Liveaboards 31 Sau Bay Resort & Spa, Fiji 33 X-Ray Magazine 34 ScubaRadio 35 SeaCure Custom Mouthpieces 36 Visit Cayman Islands | ISDHF 37 Diveplanit Travel Planners 39 Explorer Ventures Liveaboards BACK COVER DEMA 41 Level Up Podcast 41 Marketing Minutes Podcast 42 Article Index
PAGE 16 PHOTO PRO Amos Nachoum: Behind The Lens - Swimming with Norway’s Orcas
PAGE 26 TRAVEL Gil Zeimer: Palau Dive Travel Guide - Planning the Perfect Group Trip
PAGE 18 RETAILING Michael Connors &
PAGE 30 TRAINING
PAGE 7 SAFETY Dan Orr: Altitude
Joel Silverstein: Oxygen Safety and Gas Mixing for Dive Operations - Handle with Care
Rachael Scott: The Giant Stride, Part 2 - How We Took the Plunge into Dive Shop Ownership PAGE 20 BUSINESS EDU Carlos Lander: Reaching the Right Audience - Why Every Dive Business Needs B2B Advertising PAGE 22 BUSINESS EDU Cathryn Castle Garcia: Going Gonzo - Using Unconventional Marketing Strategies to Grow Your Dive Business PAGE 25 BUSINESS EDU Wayne B. Brown: How We Use AI In Our Dive Business
Exposure After Diving: Safety Risks Every Dive Pro Should Know
PAGE 33 TRAVEL
PAGE 9 TRAINING
PAGE 34 RETAILING Jeff Cinciripino: Adaptive Diving in Retail - Seeing Possibilities for Your Dive Shop PAGE 38 RETAILING Shelli Hendricks, Ph.D.: Peter Symes: Denmark – Wrecks, Reefs, Kelp and Great Diving
Al Hornsby: Instructor’s Words -Miscommunication Can Impact Dive Training and Safety
PAGE 11 BUSINESS EDU
William Cline: Octopus Strategy for Dive Pros - How to Handle the Hustle Like a Pro PAGE 12 ECO PRO Alex Brylske, Ph.D.: Oceanography for Dive Pros - Earth in Motion
5 Tips for Future - Proofing Your Dive Business in the Digital Age
PAGE FOUR | SCUBA DIVING INDUSTRY
FROM THE PUBLISHER
DIVE TRAVEL FOR RETAILERS: HOW GROUP TRIPS BOOST SALES
Last month I calculated the size of our industry. If there’s one message the latest in- dustry data makes crystal clear, it’s this: dive travel is the true engine of our business . Globally, travel spending drives more than 60% of all scuba revenues – over $5.1 billion annually. That makes it, by far, the largest segment of our sport, outpacing equipment and training combined. Travel isn’t just a product; it’s the heartbeat of scuba. In the U.S., the numbers tell a slightly different but equally important story. Of our $1.02 billion market, nearly half is tied to travel ($459M, 45%), with equipment
Scuba Diving Industry ™ Magazine: (Print: ISSN 2996- 1416, Digital: ISSN 2996-1424) 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 pro- fessionals & distributed digitally to 165 countries. POST- MASTER 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.” For ed- itorial requests, email william@williamcline.com or 972-267- 6700. The views and opinions expressed in this magazine are those of the contributors and do not necessarily reflect the offi- cial policy or position of Cline Group LLC or any of its af- filiates. © 2025, all rights reserved by Cline Group LLC. Cathryn Castle Garcia, Azores, Portugal Shelli Hendricks, Ph.D., Sun City West, AZ Al Hornsby, Singapore Carlos Lander, Caracas, Venezuela Amos Nachoum, Pacific Grove, CA Dan Orr, Driggs, ID Michael Connors & Rachael Scott, MI Joel Silverstein, Havasu City, AZ Marty Snyderman, Solana Beach, CA Peter Symes, Denmark Gil Zeimer, San Rafael, CA William Cline, Publisher Patty Cline, Associate Publisher Amber Wagenknecht, Executive Editor Betty Orr, Copy Editor Neal Watson, Sr., Editor-at-Large Britain Cline, Advertising Sales Manager Carlos Lander, Latin America Ad Sales June Cline, Social & Podcast Producer Contributors: Wayne B. Brown, Augusta, GA Alex Brylske, Ph.D., Avon Park, FL William Cline, Plano, TX Jeff Cinciripino, Rocky Hill, CT SCUBA DIVING INDUSTRY™ MAGAZINE AUGUST 2025 VOL. 2, NO. 8
contributing $431M (42%) and training $134M (13%). This balance reveals something powerful: American divers are not only gear buyers or students – they are travelers. A single trip can trigger a cascade of eco- nomic activity : refresher or specialty courses, new equipment purchases, service and maintenance, and, most importantly, a strengthened relationship with the dive shop that organized the adventure. And yet, the data also highlights a missed opportunity.
TRAINING 9%
EST, GLOBAL SALES
RETAIL 29%
TRAVEL 62%
Globally, only about 30% of travel dollars flow through retailers. The rest bypasses local shops entirely, booked directly with resorts, liveaboards, or online travel plat- forms. That means billions in potential revenue are slipping through our hands. For shops that do embrace travel sales and group trips, the benefits are undeni- able. Not only does travel generate significant margins, it cements long-term loyalty. Divers who share life-changing trips with their local retailer are far more likely to return for future purchases, training, and more travel. The lesson for 2025 and beyond is straightforward: travel isn’t an “extra” in the retail toolbox – it’s the most powerful lever we have. Retailers that put travel at the center of their business strategy won’t just survive; they’ll lead the in- dustry into its next chapter.
email William
email Britain
email Carlos
William Cline, Publisher
PAGE FIVE | SCUBA DIVING INDUSTRY
TAKE DAN WHEREVER YOU GO Trip and Annual Travel Insurance Plans
HELP PROTECT ONE SPECIAL ADVENTURE Provides coverage for one special adventure against certain unforeseen events along the way.* n Medical & Dental n Accidental Death & Dismemberment n Trip Cancellation & Interruption n Travel & Baggage Delay n Starting around $87 per trip
ADDED PROTECTION ALL YEAR LONG
Provides coverage for you on every trip you take during the year any time you travel 100 miles or more from home, round trip.* n Emergency Assistance & Transportation n Medical & Dental n Trip Cancellation & Interruption n Baggage Coverage n Starting around $309 per year
Travel Protection Plans are administered by Customized Services Administrators, Inc., (CSA) CA Lic. No. 821931, located in San Diego, CA and doing business as CSA Travel Protection and Insurance Services and Generali Global Assistance & Insurance Services. Plans are available to residents of the U.S. but may not be available in all jurisdictions. Benefits and services are described on a general basis; certain conditions and exclusions apply. Travel Retailers may not be licensed to sell insurance in all states, and are not authorized to answer technical questions about the benefits, exclusions, and conditions of this insurance and cannot evaluate the adequacy of your existing insurance. This Plan provides insurance coverage for your trip that applies only during the covered trip. You may have coverage from other sources that provides you with similar benefits but may be subject to different restrictions depending upon your other coverages. You may wish to compare the terms of this Plan with your existing life, health, home and automobile policies. The purchase of this protection is not required in order to purchase any other travel product or service offered to you by your travel retailers. Travel retailers receive payment from CSA related to the offer of travel insurance. If you have any questions about your insurance and assistance services plan, call your insurer, insurance agent or broker. This notice provides general information on CSA’s products and services only. The information contained herein is not part of an insurance plan and may not be used to modify any insurance and assistance services plan that might be issued. In the event the actual plan forms are inconsistent with any information provided herein, the language of the plan forms shall govern. Travel insurance coverages are underwritten by: Generali U.S. Branch, New York, NY; NAIC #11231. Generali US Branch operates under the following names: Generali Assicurazioni Generali S.P.A. (U.S. Branch) in California, Assicurazioni Generali– U.S. Branch in Colorado, Generali U.S. Branch DBA The General Insurance Company of Trieste & Venice in Oregon, and The General Insurance Company of Trieste
and Venice–U.S. Branch in Virginia. Generali US Branch is admitted or licensed to do business in all states and the District of Columbia. The price for the travel protection plan includes the travel insurance premium and a separate fee for non-insurance travel assistance services. *Visit DAN.org/Travel to get an instant quote for specific rates and details. Underwritten by Generali U.S. Branch.
DAN.org/Travel
SAFETY Altitude Exposure After Diving: Safety Risks Every Dive Pro Should Know – by Dan Orr, President, Dan Orr Consulting
Larry and Sharon, friends and avid divers, had recently traveled to a very popular Caribbean dive resort. While waiting to board an island hopper flight to the main island and their flight home, Larry overheard another passen-
DAN conducted extensive research on exactly that subject and subsequently published “Flying After Diving Guide- lines.” There is, however, still significant confusion on that subject, as some believe you have to be in a commercial air- craft flying at high altitude for there to be any risk of de- compression sickness following scuba diving. In our book, “101 Tips for Recreational Scuba Divers,” Betty and I ad- dress this precise issue as Tip #63, “Altitude Following a Dive.” So, the real issue is not limited to “flying” after a dive or series of dives, but it’s actually “exposure to altitude” fol- lowing a dive. The DAN Medical Department used to receive calls from divers who had enjoyed an exciting day of diving the mul- titude of shipwrecks off the North Carolina coast and, as they drove home, began show- ing symptoms of decompres- sion sickness when they neared the crest of the 3,000’ (915m) mountains of western North Carolina and West Virginia. Exposure to altitude for any reason following scuba diving
ger discuss the great dives she and her husband had made. A question was asked by another passenger if they were concerned about the flight to the main island since they had been diving just a few hours before. The diver’s response was that there is not an issue flying over to the main island since they were in a small plane and had a long layover to the main island airport before flying home at high altitude. For your future knowledge, the island
hopper would be flying in an unpressurized aircraft at an alti- tude of around 7,000’ (2,134m), and the cabin pressure for most commercial aircraft is some- where between 7,000 (2,134m) and 8,000’ (2,439m).
The Medical Department at Divers Alert Network (DAN) has regularly received calls regarding concerns about flying after diving. Due to continuing concerns about the potential risks associated with decompression sickness (DCS) in re- lation to altitude, DAN initiated a research study to address this serious issue. The data collected from this project were used to develop the current “Flying After Diving” consen- sus guidelines for divers to follow when flying or ascending to altitude after scuba diving. Three major guidelines were established to inform divers of recommended minimum surface interval times following a scuba diving experience. These guidelines are minimum surface interval recom- mendations. Longer surface intervals may further reduce the risk of DCS. It’s important to remember that the study from which these guidelines were developed was conducted with volunteers who were at rest and sitting in dry hyper- baric chambers. Actual conditions would, of course, differ from those in the study because divers will have been sub- merged and involved in some level of exercise during the dives they were making. Therefore, it is wise to consider this when planning your post-dive surface interval prior to going to altitude to maximize your safety.
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PAGE SEVEN | SCUBA DIVING INDUSTRY
SAFETY continued
may increase the risk of DCS due to the reduced atmos- pheric pressure at these higher elevations, causing the dis- solved nitrogen to expand and potentially form bubbles in your bloodstream and tissues. The reality is, going to altitude for any reason (flying, driving, hot air ballooning, or even hiking) is the culprit, not just boarding an aircraft. It's crucial to allow sufficient time for the body tissues to off-gas nitrogen absorbed during the dive before ascending to altitude. The higher the altitude, the lower the ambient pressure, and therefore, the greater the risk of DCS. Current post-dive/pre-altitude exposure recommenda- tions for recreational divers: Single No-Decompression Dive: ▪ Wait at least 12 hours before going to altitudes of 2,000-8,000’ (610-2,439m). Multi-day, Repetitive No-Decompression Dives: ▪ Wait at least 18 hours before flying or going to altitude. Dives Involving Required Decompression Stops: ▪ Wait at least 24 hours before flying or going to altitude. (Note: A “safety
stop” is just that, and not considered a required decompression stop.) When it comes to your safety, it's always better to err on the side of caution and wait longer, especially if anything occurred during the dive that you feel may increase your DCS susceptibility. While we don’t know what happened to the person who was experiencing some confusion about flying following a dive at the popular Caribbean diving destination, we hope they suffered no ill effects from their ill-advised exposure to altitude so soon following a dive. We do know that this risk of the potentially devastating effects of DCS was much higher than if they had followed the existing “Flying After Diving” guidelines. Remember, the mantra of a safe diver is to be well informed, be pre- pared, and, above all, be safe. References: Orr, D. and Orr, B.
101 Tips for Recreational Scuba Divers. Best Pub- lishing Company (www.bestpub.com), Guidelines for Flying After Diving (https://dan.org/health-medi- cine/health-resource/health-safety-guidelines/guide- lines-for-flying-after-diving/)
email Dan Orr
TRAINING
Instructor’s Words: When Miscommunication Can Impact Dive Training and Safety – by Al Hornsby, owner, Al Hornsby Productions, Singapore Al is regarded as one of the industry’s most experienced risk management litigation executives.
In our roles as instructors, dive mas- ters, and dive guides, we can hold rather exalted positions among the divers and students in our care. Especially when learning to dive, students typically re- gard us with respect and even a degree of awe, realizing that we know a great deal and are very expert in an enviable activity that carries elements of risk. The upside of this natural situation is that students and
ing awareness of how our students or the divers in our care may be hearing, and perhaps misunderstanding, our actual intent. I would think that most of us, at one time or another, have experienced instruction or direction-giving that lost effec- tiveness because the speaker went on for too long, with too much information (or not enough) being given, or diluted a serious safety issue through misplaced use of humor or even well-intended repetition. In this regard, I recently became aware of just how simple and significant this could be.
newer divers tend to pay close at- tention to the instructions given when learning to dive, but also when being briefed for diving, es- pecially in locations or involving techniques that may be new to them. However, there is also responsi-
In correspondence from the fa- ther of a child involved in an open water diver training course, he was concerned that the students were being taught that they “always, al- ways should complete a safety stop before surfacing from a dive.” From this emphasis and lack of condition-
bility inherent within these circumstances, which, if care is not taken, can create misunderstandings or outcomes that were not the ones the pro intended. It’s for these reasons that instruction and dive supervision need both expertise and awareness when instructional topics and/or dive planning are being presented. While our students and dive customers may enjoy humor or exceedingly detailed commentary, when being provided course information and dive plans we must be aware that in providing such information we must also remain effective communicators and teachers… this is why instruction and dive plans work best when they are succinct, to-the-point and unambiguous. Education in providing instruction and directions – espe- cially when there may be downside risks when something may be misunderstood – tends to be cautionary about saying too much or carelessly over-emphasizing, without maintain-
ality (i.e. “always”), the father, not a diver himself, based upon his child’s misunderstanding, interpreted it to mean that no matter what the situation – even with a malady or being low on air - the safety stop must be taken and completed before ascending. In this case, the “always, always” was taken literally by a good student who was trying his best to pay attention and follow the instructions being given. For the instructor, the emphasis on doing safety stops was certainly positive, but the “always” overstatement and lack of clarity – such as in- cluding a caveat like “except when low on air, injured, etc.” -
created a significant misunderstanding, which if followed, could potentially lead to an accident. At best, the situation created confusion and concerns about the course standards and the va- lidity of the training.
email Al
PAGE NINE | SCUBA DIVING INDUSTRY
BUSINESS EDU Octopus Strategy for Dive Pros: How to Handle the Hustle Like a Pro – by William Cline, Publisher, & President for 35 years of Cline Group, a marketing, research and advertising consultancy specializing the scuba diving industry.
Welcome to my new series using real world business instincts inspired by marine life. I hope you enjoy this new column! If you’re anything like me, you’ve got eight things (or more!) going on at once right now. You’re wrapping up summer dive classes, fielding emails about fall
Have a Plan B for busy weekends. Cross-train staff. Build buffer time into your travel appointments. And if something goes sideways? Don’t panic - shift. That’s Octopus Strategy in action. Tentacles in the Right Places: Multitasking doesn’t mean chaos. It means smart delegation. Like an octopus managing eight arms at once, your business needs systems where every- thing stays connected -bookings, training, inventory, travel, and events. This is a great time to revisit your task lists and assign team leads for DEMA meetings, new diver outreach, or gear maintenance.
trips, tuning up gear, booking ad space, and prepping for DEMA all at once. I don’t know about you, but this time of year makes me think of the octopus. These incredible creatures are the ultimate underwater mul-
titaskers. Flexible, fast, clever, and sur- prisingly good at escaping tight spots, they’re a perfect metaphor for what dive pros need to channel when everything is happening at once. This is what I call Octopus Strategy: the art of staying cool, adaptable, and in control when the tide rises fast. Think Like an Octopus: Octo- puses are famously intelligent. They problem-solve on the fly; open jars, rearrange their environments, and use tools. When your dive shop feels like a game of Tetris, take a step back and think strategically. Can your class schedule be streamlined? Can your front desk staff be trained to answer more questions independently? Can you automate parts of your booking process or emails? As DEMA approaches, be smart
You don’t have to do it all alone. You just have to know where each tentacle is going and guide them with purpose. Master the Moment Before the Wave: The truth is, this season is a mix of momentum and anticipation. Summer’s still roaring in places, but fall is on the horizon, and the dive industry’s biggest trade event is right around the corner. Now’s the time to clarify your pri- orities, re-center your energy, and get organized before the DEMA current hits. Build smart systems, communi- cate with your team, and set clear goals for what you want to learn, see, and accomplish in Orlando. Cover Feature: This month’s beautiful cover photo of a longarm octopus, shot in Bonaire by the leg-
about what seminars and booth appointments you commit to. Don’t overfill your calendar - pick the opportunities that will truly grow your business. A well-placed tentacle does more than flailing eight at once. Stay Flexible, Not Fragile: Octopuses can squeeze through tiny cracks and change shape in a flash. For dive pros, that flexibility is just as important. Maybe a group trip cancels, or a team member suddenly needs time off, or a shipment’s delayed. The ones who thrive are the ones who adjust, not collapse.
endary Marty Snyderman, captures everything we love about these intelligent, graceful creatures. Adaptable, curious, and always thinking a few steps ahead, the octopus is a fitting am- bassador for dive pros navigating the busy waters of fall plan- ning and DEMA prep. So take a cue from the octopus. Think fast, stay flexible, and guide your business with intention. The pros who thrive in this season are the ones who move with strategy, smarts, and just the right amount of squeeze.
email William
PAGE ELEVEN | SCUBA DIVING INDUSTRY
ECO PRO Oceanography for Dive Pros: Earth in Motion – by Alex Brylske, Ph.D., President, Ocean Education International, LLC
In my article from our May issue, The Great Disconnect: A Plea for Better Envi- ronmental Education, I discussed the shortcomings and impacts of the dive industry’s current professional devel- opment model. Although significant
the planet. The result? Earth’s magnetosphere – a protective magnetic field that shields us from lethal solar radiation. Without it, the ocean wouldn't exist, and neither would we. Of course, divers depend on navigation tools like compasses, which rely on the Earth's magnetosphere. But even more fundamentally, life itself – and by extension, marine biodi- versity – owes its survival to this invisible shield. The planet Mars serves as a warning. Although once similar to Earth and possibly had oceans, Mars cooled too fast. Its smaller size and less internal heat meant there was no ongo- ing convection, no magnetic field, and eventually no atmos- phere. Solar winds stripped it away. This difference between Mars and Earth shows why Earth’s active interior is vital not only for forming oceans but also for supporting long-term habitability. Every time we dive into the blue, we’re seeing a planetary process that Mars lost long ago. How Continents and Oceans Are Forged: The shape
changes to the instructor training process are unlikely in the near future, instructors can still enhance their knowledge of the environment independently. Helping dive professionals develop a higher “ocean IQ” is precisely the intent of this and upcoming installments of this column. It's often assumed that a solid knowledge base for a dive professional means understanding the nuances of the crea- tures and ecosystems they, their students, and customers en- counter most, such as coral reefs or kelp forests. Indeed, this is vital information, but even encyclopedic knowledge of any specific ecosystem still holds a significant deficiency. That deficiency involves understanding exactly how the ocean
of our oceans and the place- ment of dive sites worldwide are directly influenced by plate tectonics – the shifting pieces of Earth's crust float- ing on a molten mantle. Al- though the idea of “continental drift” dates back to the 16th century, it wasn’t until the 20th century that the scientific community ac- cepted it. The German geo- physicist and meteorologist Alfred Wegener proposed that continents drifted across the ocean floor, but he was
functions, not just in a particu- lar location but throughout the entire Earth. In other words, as instructors, what should we know about oceanography? Divers are the true explorers of Earth’s last frontier. Yet, few know that the sea we explore and marvel at owes its very ex- istence to forces within the planet. Understanding these forces isn’t just academic – it deepens a diver’s bond with the underwater world. And the ex- ploration begins in places even deeper than the deepest ocean.
unable to explain the mechanism. It wasn't until the 1960s, with the advent of ocean floor mapping and discoveries at the Scripps Institution and Columbia University, that the the- ory of plate tectonics gained full credibility. The boundaries of Earth's hard outer crustal puzzle pieces come in three main types, each shaping the ocean floor and affecting marine ecosystems – many of which divers explore. These include the following: 1. Divergent Boundaries (Spreading Centers) Here, tectonic plates move away from each other, allowing
The Engine Beneath Our Fins: One of the most fasci- nating discoveries in Earth science is that our planet is not a static entity. It moves, and it moves a lot. At its core – both literally and figuratively – Earth is powered by a nuclear en- gine. The radioactive decay of elements like uranium, tho- rium, and potassium generates heat, keeping portions of the planet’s interior molten and active billions of years after its formation. This internal heat drives convection in the outer core, spin- ning Earth’s inner solid core slightly faster than the rest of
PAGE TWELVE | SCUBA DIVING INDUSTRY
magma to rise and form new oceanic crust. A well-known example is the Mid-Atlantic Ridge, part of which is visible in Iceland. At locations like the Silfra Fissure, divers can lit- erally swim between the North American and Eurasian plates in clear, glacial water. 2. Convergent Boundaries (Subduction Zones) At these boundaries, one plate dives beneath another, often creating deep ocean trenches and volcanic island arcs. The Mariana Trench, the deepest part of the ocean, formed this way. Around subduction zones, the interaction of water and magma fuels volcanoes, contributing to formations like those in Indonesia and the Philippines – prime dive destinations. 3. Transform Boundaries These are lateral shifts, where plates slide past each other. The San Andreas Fault in California is a land-based example, but oceanic transform faults also exist and can influence the topography and biodiversity of the seafloor. The Great Tectonic Conveyor Belt, Mountains, and Valleys: Plate tectonics explains how Earth’s crust behaves like a huge conveyor belt, where it is created at spreading centers and destroyed at subduction zones. But it doesn’t just shape the seafloor – it influences life too. When Pangaea, the supercontinent, broke apart over 200 million years ago, it didn’t just form the modern oceans. It also triggered changes in climate and coastal geography that led to rapid evolution in marine life. The expanded area of continental shelves – where nutrient-rich runoff meets the open sea – created per- fect conditions for coral reefs, mangroves, and other coastal ecosystems that divers enjoy today. Mid-ocean ridges are more than just underwater curiosities. They're colossal mountain ranges stretching across the globe, making mountain ranges such as the Rockies look insignifi- cant by comparison. In the Atlantic, early oceanographers were baffled when the sea floor unexpectedly shallowed mid- ocean – what they had discovered was the Mid-Atlantic Ridge. In some places, these ridges break the ocean’s surface, forming islands like the Azores, Galapagos, and Iceland – all hotspot dive destinations. These underwater mountains are also biodiversity hotspots, acting as "stepping stones" for marine life and often hosting unique species found nowhere else. Diving in the Red Sea? Here you’ll witness a new ocean in the making. The rift between Africa and Asia is gradually widening as magma rises between them, forming new seafloor. This process is visible in the deep rift valley at the ECO PRO continued
Red Sea’s center, where new crust forms beneath divers’ fins. On land, this feature is visible in Africa’s Great Rift Valley. Over millions of years, parts of eastern Africa may sink below sea level, forming a new ocean basin – and, far off in the future, new dive sites. Hydrothermal Vents: A New Way of Life: In 1977, while exploring an area known as the East Pacific Rise off Baja California aboard the minisub Alvin , renowned oceanographer Robert Ballard made one of the most aston- ishing discoveries of the 20th century – hydrothermal vents (also called “black smokers”). Here, scientists discovered an entirely new form of life thriving in complete darkness, something previously thought to be impossible. It was soon determined these unique ecosystems were not nourished by sunlight but by chemicals such as hydrogen sulfide emitted from the Earth's crust. It turned out that hydrothermal vents were not restricted to those discovered by Ballard. Located along ocean ridges around the planet, they host unique or- ganisms, such as giant tube worms, that feed on extremophile microbes. Although most are too deep for recreational divers, their existence challenges our understanding of life and hints at what might exist elsewhere in the world – and perhaps on Dive into Dr. Alex Brylske’s Book: BENEATH THE BLUE PLANET
“An in-depth resource to indulge our passion for scuba diving.” – Wayne B. Brown, Owner & CEO, Aggressor Adventures
A fascinating look at our oceans, marine biology & more! Great for classrooms and every dive retailer’s library!
PAGE THIRTEEN | SCUBA DIVING INDUSTRY
ECO PRO continued other planets. Divers explore only the top sliver of a planet shaped by billions of years of upheaval. The same tectonic forces that formed the Himalayas also created underwater ridges, trenches, and island chains. Mount Everest, Earth’s tallest peak, would be swallowed whole by the Challenger Deep – the ocean’s deepest point. (By the way, when measuring from its subsea base to peak, Mauna Kea in Hawaii at 6,800’ /2,072m is taller than Everest.) And yet, all are products of the same planetary engine. Few humans have been to the Mariana Trench, but all benefit from the processes that keep Earth's oceans vibrant and oxygenated. Even the calcium carbonate (limestone) in coral reefs originates from geolog- ical processes stretching back to Earth’s formative years. For recreational divers, understanding Earth’s dynamic in- terior connects every dive to a larger story. When you swim
over a coral reef in Bonaire, explore volcanic walls in Hawaii, or hover above the Silfra fissure, you witness geology in ac- tion. It’s not just rocks – it’s the living legacy of a planet con- stantly reshaping itself. This awareness fosters a deeper appreciation – and hopefully, a greater sense of responsibil- ity. After all, the ocean isn’t just a playground. It’s the ever- changing surface of a planet that has labored for billions of years to make life, and diving, possible. Whether you're strapping on fins in a cenote, volcanic crater lake, or ocean trench, remember: you're not just diving beneath the sea. You're diving into Earth's story.
[Editor’s note: This article is a brief synopsis of Chapter One: Earth’s Ocean from the au- thor’s recent book, Beneath the Blue Planet: A Diver’s Guide to the Ocean .]
Alex’s links
Dive into Earth's Living Geology: The Strýtan Vent Field Tucked into Iceland’s Eyjafjörður fjord lies Strýtan, a shallow window into deep time and one of the most extraordinary ge- ological dive sites on Earth. It’s the only known shallow-water hydrothermal vent field in the world that is actively venting in seawater and accessible to recreational divers. Located at depths between 50 and 230 feet/16 and 70 meters, Strýtan features cone-shaped chimneys formed from mineral-rich geothermal water seeping from the ocean floor. Unlike the scalding black smokers found at great depths, these vents release hot freshwater (165°F/75°C) that interacts with the surrounding cold sea- water, precipitating magnesium silicate and forming towering white spires up to 180 feet/55 meters tall. Strýtan isn’t just rare because of its depth. It’s a unique geochemical environment that releases alkaline fluids rather than the acidic ones typical of deep-sea vents. This makes it more chemically similar to ancient Earth and even to potential extra- terrestrial vent systems, like those theorized beneath Europa's ice crust (making them of great interest to the new field of as- trobiology). Divers exploring Strýtan are, in essence, swimming through a time capsule, witnessing geochemical processes that resemble the conditions believed to have supported the origins of life – and perhaps not just here on Earth. For divers, Strýtan offers more than stunning visuals – it’s a lesson in Earth’s dynamic geology. The site has helped sci- entists study how hydrothermal systems operate in shallower, basaltic environments, which may be critical for understanding biogeochemical cycles and life’s resilience in extreme conditions. Unlike most vent fields hidden miles beneath the surface, Strýtan makes one of geology's most spectacular phenomena accessible – no submersible needed. Visiting Strýtan is more than a dive; it’s a journey into the living history of the planet. Few places on Earth combine geology, biology, and adventure as seamlessly in a single dive. Due to its scientific value and fragility, diving at Strýtan is regulated. Local operators (notably Strytan Dive Center https://www.strytan.is) work closely with marine researchers to ensure sustainable access. What Divers Can Expect Location : Eyjafjörður, near Akureyri, northern ▪ Iceland Depth range : 16–70 meters (50–230 feet) ▪ Key features : Towering chimneys, rich microbial ▪ mats, and unusual marine life Marine life : Cod, wolf fish, jellyfish, nudi- ▪ branchs, sponges, and unique crustaceans Water conditions : Cold (35-43°F/2–6°C), with ▪ thermoclines near vent plumes Know Before You Go Training : Advanced or technical dive certifica- ▪ tions recommended Temperature : Dry suit diving required ▪ Permits : Diving must be arranged through li- ▪ censed local operators Best season : Late spring through early fall for ▪ best visibility and condition
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SAFARIS I SCUBA DIVING I SNORKELING Dolphins Sharks Stingrays Wrecks Walls
Catch your breath in Bimini.
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PHOTO PRO Behind The Lens: Swimming with Norway’s Orcas – Photos and text by Amos Nachoum, Big Animals Global Expeditions
In late November, the fjords of northern Norway are raw and governed by the ele- ments. Snow blankets the peaks, clouds ob- scure the pale sunlight, and the cold air bites sharply. Yet beneath the dark cobalt waves pulses vibrant life. I step from the boat into the freezing water, protected by a drysuit, hood, gloves, and a film of Vaseline shielding my face. My fingers grasp a Nikon camera with a wide 24mm lens, de- signed to draw me close – into the heart of the unfolding action. Cold vanishes from my mind the instant I'm beneath the surface, replaced by acute focus and anticipation.
dive above, piercing the surface tension with shrill calls and splashy impacts. Underwater, sound surrounds me: orcas clicking, chirping, and using high-pitched squeals to syn-
Twelve orcas move beneath me, coordinating precisely as they encircle a dense school of herring. Birds scream and
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chronize their movements. Their powerful tails slap the sur- face, creating percussive bursts that stun the herring, scat- tering silvery scales in clouds around me. Amid this organized chaos, I hover carefully, responding instinctively to each surge of water and flash of motion. Yet even within the intensity of this moment, I find myself looking for quieter, subtler stories – the more intimate threads woven within the drama of survival. A gentle, high-pitched sound draws my attention away from the frenetic feeding. Turning slowly, I see another pod approaching. At its periphery swims a large female orca, moving steadily and gently. Next to her side, matching her movement precisely, glides a young calf – only weeks old, so small and fragile against the vast ocean backdrop. They stay a short distance away from the hunt, their move- ments calm and purposeful. The adult carefully adjusts her pace, subtly creating a slipstream in which the calf glides ef- fortlessly, protected and nurtured. Against the background
of the aggressive hunt, their silent cooperation feels pro- found. It’s an insight into something timeless: the quiet, steady care at the very heart of nature’s fiercest places. Aware of the delicate, fleeting nature of this interaction, I slow my breathing, matching their pace. With deliberate movement, I lift my camera, framing the scene carefully. The shutter clicks softly. I have captured more than a simple pho- tograph – I’ve recorded a moment of intimate grace within the wild, enduring rhythm of life beneath these cold Nor- wegian waters. Long after I surface, this quiet image of mother and calf stays vivid in my mind, a counterpoint to the chaos – a re- minder of the profound tenderness quietly existing within even the harshest wild places.
Northern Norway Fjords, near Tromsø, Skjervøy, and Kaldfjorden. Nikon F4, Aquatica housing, 24mm f/1.8 lens, Fuji Provia 400 film pushed to ASA 3200
contact Amos
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RETAILING The Giant Stride, Part 2: How We Took the Plunge into Dive Shop Ownership – by Michael Connors & Rachael Scott, Owners, American Dive Zone, Grand Rapids, MI
In 2024, we (Rachael and Michael) bought American Dive Zone in Grand Rapids, MI. Not inherited. Not franchised. Bought it.
dive gear: if you don’t look closely at every strap, buckle, and hose, you’ll miss the one thing that’s going to fail at 60 feet. A few notes for would-be buyers: If the seller can’t produce clean financials, that’s a red ▪ flag. If the vendor relationships are tied to the owner’s per- ▪ sonal handshake, you’ll need to introduce yourself quickly. If Google Reviews are ugly, you can fix it – but know ▪ it’s going to cost time and marketing muscle. The First 90 Days: Trial by Fire: We closed the deal right at the start of Michigan’s busy dive season. Rookie mis- take? Maybe. But in hindsight, it was the perfect stress test. The previous owner agreed to stay on for six months, which was a gift. He handed us decades of operational
It didn’t start with a broker or a “business for sale” website. It started with a cold email. We found the shop while researching local dive businesses, wrote to the owner, and asked “Are you ready to retire and pass the torch?” Starting a business from scratch is risky. You need to build a brand, find customers, earn supplier relationships, and train staff. All before you turn a profit. By buying a business, you get the whole operating machine from day one: the name, the goodwill, the instructors and service techs, the customer list, and the inventory. That’s a head start worth paying for.
knowledge – all of it stored in his head, none of it documented. We became ex- perts in “drinking from a firehose” while also trying to codify everything into systems. Here’s the thing: the former owner is still with us today as one of our top in- structors. He gets to do the fun part – teaching, without the headaches of run- ning a shop. That continuity is a win-
The Deal: We structured the acqui- sition as an asset purchase. Translation: we bought the stuff, not the company itself. That meant equipment, inven- tory, brand rights, and goodwill. The fi- nancing came together as a blend of a SBA loan, seller financing, and personal savings. If you’ve never applied for an SBA loan, imagine getting a scuba certifica-
win in any acquisition. The First Big Change: We left the name “American Dive Zone” intact – brand equity matters. But we did update the logo. It was a small change with a big psychological impact: it signaled to the community that something new was hap- pening without erasing the legacy. The Hardest Part: This is the curse of many owner-op- erated small businesses: nothing is written down. Every sup- plier order, every maintenance quirk, every seasonal promotion was in the old owner’s head. That works fine when you’re a one-person show. It’s chaos when you’re tak- ing over. The fix? Document everything. If you want to scale, or just take a vacation, you need an operations manual. The Best Part: Hands down, the community. The old owner built a loyal following of divers who
tion from a government agency where the checkout dive takes place in a mountain of paperwork. It’s not fun. But it’s often the most realistic path for acquiring a small business without exhausting all your personal savings. This gives you more flexibility to use your personal savings for store reno- vations and a cushion as you get your feet under you. Due Diligence: The Unsexy but Essential Part This is where most deals die – and where they should die if the numbers don’t work. We started with cash flow. A dive shop isn’t a Silicon Valley startup – you can’t run it at a loss and hope to “scale.” You have rent, payroll, insurance, and a constant need for inven- tory. We tore through tax returns, profit and loss statements, vendor relationships, customer reviews, and inventory counts. Doing due diligence on a dive shop is like inspecting your
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trusted him. Our job was to earn that trust and expand the tribe. Every new diver we certify, every gear servicing we do right, every class we run on time – it compounds into a deeper, stronger community. That’s the lifeblood of a dive shop. If your divers trust you, they’ll follow you into cold quarries in April. If they don’t, they won’t follow you across the street. How Buying a Dive Shop is Different from Other Small Businesses: Most small businesses are about prod- ucts and services. Dive shops are about passion. Every in- structor, tech, and trip leader is in it because they love diving. That passion is an asset – it’s what makes the community vibrant and sticky, but it can also be a liability if the numbers don’t work. Passion doesn’t pay the rent. The best dive shops balance the two: they grow the community and run prof- itably. Advice for Instructors Who Want to Buy: Owning a dive shop is not just about spending more time underwater. It’s about growing a dive community and running a business that feeds it. If you want in: Learn the business side first – customer service, inven- ▪ tory management, marketing. Build relationships with other shop owners. ▪ Understand that fun and profit have to co-exist. ▪ Scuba diving is a niche sport with a high barrier to entry. Dive shops aren’t just retail stores – they’re the gatekeepers to the underwater world. Every healthy, profitable shop means more certifications, more gear in the water, and more people keeping the industry alive. The Big Takeaway: Buying a dive shop isn’t for every- one. It’s chaotic, capital-intensive, and sometimes seasonal. But if you’ve got the passion for diving and the stomach for business, it’s one of the most rewarding ways to make a liv- ing. Our acquisition of American Dive Zone isn’t the end of the story – it is the beginning of the next chapter. Thinking about buying a dive shop? Follow us on In- stagram @adzscuba for behind-the-scenes looks at running one. And if you’re serious about diving into the industry, email Michael for a free 30-minute consulting call. He will RETAILING continued
Dive Shop Acquisition Checklist
1. Spot the Opportunity Don’t wait for a “For Sale” sign. Research local shops, cold-email owners, and ask if they’re thinking about retir- ing. Direct outreach beats waiting for a broker listing. 2. Check the Numbers a. 3 years of tax returns – clean and consistent revenue growth, gross profit, and seller discretionary earnings? b. Profit margins – if it’s <10%, you’ll need a turnaround plan. c. Cash flow – can you afford to pay yourself and keep the business running? 3. Inspect the Assets Inventory, rental gear, service tools, compressor, and train- ing pool (if owned). Don’t buy things that won’t serve you. 4. Validate the Relationships Vendors, certifying agencies, and instructors. If these are tied to the current owner personally, get introductions early. 5. Talk to the Community A dive shop without trust is a ghost ship. Gauge customer loyalty before you buy. 6. Structure the Deal Most small shop acquisitions are asset purchases. It’s cleaner and easier to complete. Financing? Think SBA loan + seller note + personal savings. 7. Plan the Transition Negotiate to have the seller stick around for a few months. You’ll need their knowledge – especially if nothing is doc- umented. 8. Pick Your First Win Make one visible change (new logo, updated shop interior) to show momentum without alienating loyal customers. 9. Systematize Everything Turn the seller’s tribal knowledge into documented processes. Future you will thank the present you. 10. Remember the Mission This is a business, but also a gateway to the underwater world. Grow the community, keep it profitable, and you’ll keep the industry alive.
tell you what it really takes – no sugarcoating, no sales pitch. Just the truth about acquiring a profitable dive shop and setting yourself up for success through the acquisition.
email Rachael
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BUSINESS EDU Reaching the Right Audience: Why Every Dive Business Needs B2B Advertising – by Carlos Lander, Caracas, Venezuela Carlos is a self-taught amateur archaeologist, author, programmer, and statistician with over 25 years diving experience.
A robust marketing strategy is essential for growth and visibility in today’s dive in- dustry. While consumer-facing advertising plays a role, overlooking the power of Business-to-Business (B2B) publications like Scuba Diving Industry Magazine is a
costly missed opportunity. Recent research across multiple industries confirms that B2B advertising remains one of the most effective ways to reach decision-makers and build long- term growth. The Dive Industry Is Built on Networks: Every seg- ment of the dive economy relies on professional networks – whether it’s manufacturers supplying gear, training agencies creating certifications, resorts selling travel packages, or local dive shops driving customer relationships. In each case, busi- nesses must communicate with other businesses to reach the end consumer. That’s where B2B advertising shines. A 2023 analysis found that placing ads in niche, industry-specific publica-
tions delivers significantly higher-quality leads and better con- version rates because these audiences are already in “buying
BUSINESS EDU continued
mode” (StudioID, 2023). Unlike consumer magazines, which reach divers one by one, B2B platforms connect with the pro- fessionals who control product stocking, course offerings, and travel bookings. Why Scuba Diving Industry Magazine Matters: The publication reaches 966 U.S. dive retailers and is digitally de- livered to more than 17,000 dive professionals in 165 coun- tries . Advertising here ensures your message is delivered directly to the decision-makers shaping retail inventory, train- ing opportunities, and destination promotions. And it’s not just about efficiency – it’s about trust. A 2025 MarketingProfs study revealed that emotional branding plays an outsized role in B2B decisions , often outweighing purely functional considerations. In other words, industry profes- sionals buy from businesses they trust, respect, and feel aligned with. Ad- vertising in trusted trade media helps build that emotional connection across the dive community. Not Just for Manufacturers: While manufacturers may be the most obvious beneficiaries, B2B advertising is equally crit- ical for: Dive Resorts & Liveaboards – Raising awareness ▪ among retailers who organize group trips. Training Agencies – Reaching instructors and shops ▪
choosing which certifications to promote. Distributors & Wholesalers – Recruiting new dealers ▪ and strengthening regional sales. Service Providers – From insurance to software, visi- ▪ bility in B2B channels keeps solutions top-of-mind. The Content Marketing Institute notes that while 95% of B2B marketers have a content strategy, only 29% find theirs “very effective.” Success comes when businesses combine content with targeted, strategic advertising in channels that professionals already trust (CMI, 2024). The Payoff for the Dive Industry: Research also shows divers who engage with their local dive stores stay active longer and spend more on equipment and travel (DEMA 2023). Supporting retail visibility through B2B media strengthens the entire ecosystem, ensuring manufacturers, re- sorts, and training agencies benefit from an active diver base. In conclusion: Consumer advertising reaches divers. B2B advertising powers the ecosystem that supports them.
In a niche market like ours, trust and visibility are everything. If your goal is sustainable growth – whether you’re a manufacturer, resort, training agency, or service provider – B2B advertising isn’t optional. It’s indispensable.
email Carlos
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