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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