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!
SEPTEMBER 2025 PUBLISHED BY CLINE GROUP
SAFETY & TRAINING LIABILITY & LEADERSHIP TRAINING, SKIPPING SAFETY STOPS, BLUE FRIDAY 5.0
RETAILING WHY YOU SHOULD ATTEND THE DEMA SHOW ECO PRO CHEMISTRY OF THE SEA BUSINESS EDU TRUE MERIT OF DIVE PROS MONEY-MAKING STRATEGIES
Photo by Al Hornsby, Thailand, 1996. Shot on Fuji Film with a Nikon F2 & 24mm lens in an Oceanic Housing and twin Oceanic Strobes
TRENDS IN DIVE RETAILING, TRAVEL & TRAINING
Get Schooled on Adventure
· Bahamas · Belize · Cayman Islands · Cocos Island, Costa Rica · Dominican Republic · Galapagos · Komodo, Indonesia · · Nile River, Egypt · Maldives · Palau · Philippines · Raja Ampat, Indonesia · Red Sea, Egypt · Roatan, Bay Islands of Honduras · · Sri Lanka · Thailand-Andaman Sea · Thailand-Chiang Mai · Turks & Caicos ·
Sep 2025 School Aggressor Industry Scuba .indd 1
Since 1984, discerning adventurers have chosen Aggressor Adventures ® for worldwide scuba diving, snorkeling, bird watching, wildlife photo safaris, ecotours, cultural excursions and river cruises.
Join us for the Adventure of a Lifetime ® .
FREE SPOTS FOR LARGE AND SMALL GROUPS!
800-348-2628 www.aggressor.com
Become an Official Aggressor Reseller Today
9/22/25 10:07 AM
SCUBA DIVING INDUSTRY™ MAGAZINE • SEPTEMBER 2025
CONTENTS PAGE 5 FROM THE PUBLISHER Film, Cds, Fax Machines and AI in Diving PAGE 7 SAFETY Dan Orr: To Stop or Not To Stop – That is the Question
ADVERTISERS 2 & 3 Aggressor Adventures 6 Divers Alert Network (DAN) 8 Books by Dan Orr/Best Publishing 9 Best Publishing Dive Books 10 Aggressor Adventures 12 Alex Brylske’s Book by Reef Smart 13 Bahamas Ministry of Tourism 14 Volivoli Beach Resort, Fiji 15 Fort Young Hotel Dive Resort 16 Sea Experience, Ft. Lauderdale, FL 17 Barefoot Cay Resort, Roatan 17 Win A Pizza Part for Your Sta ff ! 20 Ocean Frontiers, Grand Cayman 22 NAUI’s 65th Anniversary 23 Deep Blue Adventures Travel 25 All Star Liveaboards 26 Clear Story Coach 26 Stream2Sea Reef Safe Products 27 Wayne B. Brown Book 27 Make A Di ff erence Challenge 29 Coltri Compressors 31 Fog-X Mask Defogging Film 32 ScubaWeather.com 33 Blue Force Fleet Liveaboards 35 Sau Bay Resort & Spa, Fiji 36 Neal Watson’s Bimini Scuba 37 X-Ray Magazine 38 ScubaRadio 39 SeaCure Custom Mouthpieces 40 Visit Cayman Islands | ISDHF 41 Diveplanit Travel Planners 43 Explorer Ventures Liveaboards BACK COVER DEMA 45 Level Up Podcast 45 Marketing Minutes Podcast 46 Article Index
PAGE 18 RETAILING Michael Connors & Rachael Scott: The Giant Stride, Part 3 - Plan Before You Plunge PAGE 19 TRAINING Gretchen M. Ashton: Creating a Group Fitness Program for Your Store PAGE 22 INDUSTRY NEWS Patty Cline: Breaking Barriers - Cayman’s All-Women Class Makes ISDHF History PAGE 27 BUSINESS EDU Wayne B. Brown: Earning the Depths - The True Merit of Scuba Diving Professionals PAGE 24 BUSINESS EDU Cathryn Castle Garcia: How to Create a Money-Making Marketing Strategy
PAGE 28 BUSINESS EDU
William Cline: Sea Turtle Strategy - Pace Yourself for a Powerful Finish
PAGE 30 RETAILING
PAGE 37 TRAVEL Peter Symes: Croatia - Diving Into History PAGE 34 DEMA SHOW Tec Clark: Top 10 Reasons to Attend the DEMA Show Gil Zeimer: Celebrate “Blue Friday 5.0” and Black Friday
PAGE 9 TRAINING
Al Hornsby: Leadership Training – A Dive Store’s Most Underutilized Re- source?
PAGE 11 ECO PRO
PAGE 38 DEMA SHOW
PAGE 16 RETAILING Jeff Cinciripino: Heading to DEMA? Here are some No-Fail Tips for Retailers Alex Brylske, Ph.D.: The Chemistry of the Sea - What Every Dive Pro Should Know
David Prichard & Lily Mak: Planning Your DEMA Show Travel Appointments
PAGE 42 RETAILING
Shelli Hendricks, Ph.D.: 10 Characteristics of a Great Leader
PAGE FOUR | SCUBA DIVING INDUSTRY
FROM THE PUBLISHER
FILM, CDS, FAX MACHINES AND AI IN DIVING
Our cover photo was shot on film by Al Hornsby – what’s film? For many, it’s a relic of the past – like CDs, VHS tapes, and fax machines. But some of us still remember the challenge of shooting underwater photos with Kodak or Fuji film: 36 expo- sures per roll, and if the conditions were just right, you got maybe one or two great shots. The professionals had slightly better odds – but not by much. Last weekend, I had the pleasure of spending time with Stephen Frink , one of the world’s most respected underwater photographers and the publisher of Alert Diver for DAN. We were both at the Cayman Islands for the Interna- tional Scuba Diving Hall of Fame (ISDHF) , where Stephen nominated Anne Hasson, one of this year’s all-women inductee class (see pg 22). I’ve worked with Stephen for over three decades, using his images in many campaigns. So what do film, Stephen Frink, and Al Hornsby have to do with this column? Everything. Our shared history builds resilience and innovation keeps us moving forward. Just as we moved from film to digital, we’re now facing another shift: Artificial Intelligence. Some fear it. Others embrace it. But like the internet in the late ‘90s, AI is here to stay. It’s not a threat, it’s a tool. Last month, Wayne Brown explained how his company is already using AI to improve operations. His message was clear: this isn’t just the future, it’s the pres- ent. To all dive retailers and operators: learn it, embrace it, and use it. AI can improve customer service, profitability, and employee training. In last month’s column, I showed how big and bright our industry really is. That was echoed again during the ISDHF induction in Grand Cayman, celebrat- ing the past, present, and future of diving. I hope other destinations will follow Cayman’s lead and honor their local dive pioneers. We’re now in the f inal stretch to the DEMA show . If you haven’t started planning, now’s the time. See you next month with our special DEMA Show issue!
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. Wayne B. Brown, GA Alex Brylske, Ph.D., FL Tec Clark, FL Patty Cline, TX William Cline, TX Jeff Cinciripino, CT Cathryn Castle Garcia, Azores, Portugal Shelli Hendricks, Ph.D., AZ Al Hornsby, Singapore Dan Orr, ID David Prichard & Lily Mak, TX Michael Connors & Rachael Scott, MI Peter Symes, Denmark Gil Zeimer, 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: Gretchen M. Ashton, CA SCUBA DIVING INDUSTRY™ MAGAZINE SEPTEMBER 2025 VOL. 2, NO. 9
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 To Stop or Not To Stop – That is the Question – by Dan Orr, President, Dan Orr Consulting
First of all, it is important to under- stand that all dives involve decompres- sion, even those we call "no-decompression" dives. As every diver knows, our body tissues absorb and eliminate gases (nitrogen, for exam-
calculate safe dive limits by factoring in various real-time measurements, but the safety and effectiveness of these al- gorithms can vary. Divers should understand these limita- tions and consider their personal risk factors when diving. Safety stops also help divers control their rate of ascent to the surface during the critically important final stages of their ascent. Safety stops do help ensure a safe and controlled re- turn to the surface. An added benefit of the safety stop is to help enhance our situational awareness. The pause at the safety stop depth pro- vides an opportunity to survey surface conditions, look for boat traffic, and check that all equipment is secure before surfacing.
ple) during the descent and ascent of every dive. In years past, the decompression from a non-decompression dive was satisfied by a slow, controlled ascent to the surface. A controlled ascent from every dive is crucial to assure proper elimination of absorbed gases in order to reduce the likeli- hood of decompression sickness (DCS). This brings up the importance of the safety stop in recreational scuba diving. Scuba diving safety stops are, as we know, brief pauses dur-
Safety stops are generally per- formed at a depth of 15-20 feet (5-6 meters) for 3-5 minutes. The safety stop time can also be extended if a diver has come close to the no-decompression
ing the ascent from a scuba dive, primarily intended to reduce the risk of DCS. While not manda- tory, they are strongly recom- mended for every dive and have become a standard part of safe dive planning.
limits, has had an increased workload during the dive which could increase the absorption of additional gas, or where something has occurred during the dive that possibly in- creased susceptibility to DCS. Be sure that the possibility of a change in the dive plan is something you have previously discussed with your diving companion(s) and divemaster. If a change is going to be made, clearly communicate your in- tentions to your diving companion(s) before proceeding, and make sure that you have sufficient breathing gas to safely ex- tend the time at your safety stop. It's important that we understand the difference between safety stops and mandatory decompression stops. Safety stops are, as we have stated, considered standard practice for recreational scuba dives within no-decompression limits, providing an opportunity to allow additional time for the tis- sues to eliminate accumulated nitrogen in the tissues, reduc- ing the likelihood of DCS. A scuba diving safety stop, while not mandatory, is a highly recommended precautionary measure to enhance safety during ascent. However, there are situations where a safety stop might be modified or even skipped, primarily in emergencies or when other potential risks far outweigh the benefit of the stop. Decompression stops, on the other hand, are MANDA- TORY and required when a diver has exceeded the no-de- PAGE SEVEN | SCUBA DIVING INDUSTRY
The idea of safety stops in scuba diving is attributed to ini- tial research into ascent rates and bubble formation by re- searchers, including some early groundwork by Dr. Andrew Pilmanis in 1974. They were first mentioned in recreational diving as early as 1984 in the PADI Open Water Diver Man- ual. In 1994, graduate student Donna Uguccioni wrote her master’s degree thesis on safety stops that expanded on Dr. Pilmanis' work. Donna’s study used Doppler ultrasound scans, demonstrating that divers who practiced safety stops had fewer intravascular bubbles in their bloodstream follow- ing dives than those who did not make a safety stop. Safety stops in recreational scuba diving are important for a number of reasons. Primarily, they help reduce the likeli- hood of DCS by allowing additional time for the body’s tis- sues to off-gas nitrogen during the ascent, potentially providing some enhanced safety margin. The dive computers that are so common in diving today calculate no-decompres- sion limits, but they cannot guarantee immunity from DCS. Safety stops add that extra layer of conservatism so impor- tant in mitigating the risk of DCS. It is important to under- stand that dive computer algorithms, while designed to reduce the likelihood of DCS, are based on theoretical mod- els and, therefore, do have limitations. They are designed to
SAFETY continued
compression limit as indicated on their dive computer, indi- cating a significant accumulation of nitrogen absorption in the tissues requiring staged decompression stops to allow time for sufficient offgassing of nitrogen to reduce the like- lihood of DCS. Skipping mandatory decompression stops can significantly increase the likelihood of the potentially devastating effects of DCS. In summary, safety stops are a simple yet important com- ponent of safe, responsible scuba diving. By consistently in- corporating them into your dives, you significantly reduce the risk of decompression sickness and contribute to a safer and more enjoyable underwater experience. We must also keep in mind that there are situations where it is prudent to skip the safety stop. There have been anec- dotal reports of situations where the concept of a safety stop is so ingrained in the diver’s practices that they have actually delayed an emergency ascent to the surface to make a safety stop. This would put the diver and possibly someone else at serious risk if surface assistance was critical and potentially lifesaving. Situations where it would be prudent and possibly neces- sary to skip a safety stop would include conditions that may put you or your diving companion’s safety at risk. An exam- ple would be in a potentially life-threatening, emergency sit-
uation, such as a diver running low on breathing gas or ex- periencing a medical emergency where it is critical to skip the safety stop in order to reach the surface for immediate assistance. However, while a safety stop can be modified or skipped in some critical situations, it's essential to emphasize that these are exceptions and not a justification for routinely ig- noring or skipping safety stops. Safety stops are a fundamen- tal part of safe diving practices and contribute significantly to overall diver safety. As it is considered standard post-dive practice, divers, whether they made or skipped a safety stop in a real or perceived emergency, should continue to monitor their physical condition for any signs or symptoms of DCS. As I have stated, safety stops can be a valuable tool in min- imizing the risk of DCS and should be a part of every dive plan. Understanding when and why they might be modified or omitted allows divers to make informed decisions in chal- lenging situations, prioritizing the safest course of action. Now, let’s take this discussion one step further. So, what else can we do to increase/improve safety on a dive? How about a “Safety Stop” on the DESCENT? Making a short stop during the descent at a depth of 15 to 20 feet (4.6 to 6.1 meters) may be worth considering. The purpose of this stop is to be sure all your diving companions are comfortable and having no difficulty with issues such as ear clearing, buoyancy, equipment, or physical or emotional comfort. This type of stop during a descent does not need to be timed. After everyone gives and receives the appropriate “OK” sign, the descent can continue. If someone is not “OK,” a prob- lem can be addressed, or the dive can quickly be ended with an easy return to the surface, if that is necessary. From the beginning to the end of a diving experience, sit- uational awareness is critical in managing all the dynamic things that are occurring during any scuba dive. A planned brief stop during your descent of a dive can increase the pos- sibility that you and your diving companion(s) are fully pre- pared for the dive to proceed, and the safety stop at the end of the dive will help mitigate the risk of DCS. The result is what we all want from our diving experiences, a dive with in- creased safety and enjoyment. References: Orr. D., Orr, B. 101 Tips for Recreational Scuba Divers. Tips #35 & 36. Best Publishing
World-Class Diver Education
AVAILABLE FOR DIVE BUSINESSES RESELLER DISCOUNTS
Company, Orr, D., Douglas, E. Scuba Diving Safety. Best Publishing Company, Ascent Rates. Alert Diver. Divers Alert Network. February 1, 2012, A Safe Habit: Safety Stops as Standard Procedure. Dive Train- ing Magazine.
To Order Contact Best Publishing Company +1-561-776-6066 info@bestpub.com
email Dan Orr
PAGE EIGHT | SCUBA DIVING INDUSTRY
TRAINING
Leadership Training – A Dive Store’s Most Underutilized Resource? – by Al Hornsby, owner, Al Hornsby Productions, Singapore Al is regarded as one of the industry’s most experienced risk management litigation executives.
Like in most industries, in diving, similar activities and opportunities exist among the businesses involved, but often with very different outcomes and results. In dive stores that aren’t re- ally focused on developing and utiliz- ing leadership programs, they may
bes.” I’d suggest we have our staff always consciously on the lookout for such people coming through our training programs. It may be as simple as identifying them, acknowl- edging their further interests, and creating clear pathways for them to take from open water diver to AOW, rescue, first aid, divemaster, assistant instructor, and instructor - and im- parting to them the potential opportunities this move up the ladder can provide. At each step, their training and equipment needs expand, as well as their abilities and formal opportunities to be in- volved with dive activities. For divers with such training and
tend to train a fair number of open water divers, with some portion of those going on to an “advanced” program. But without a specific focus, the numbers who reach rescue, di- vemaster, and assistant instructor can be quite different –
often because the students simply may not have been provided an un- derstanding of their ultimate value and how they can be achieved. It’s unfortunate when capable, motivated divers with a desire to proceed further are not shown all
skills, their presence/involvement (such as serving as general ob- servers, equipment handlers, safety divers, etc.) can also provide logisti- cal, safety, and other assistance to
the instructors in- volved. And for stores
that may be available to them. For the stores that are very good at creating awareness and clear pathways, the benefits are many… not only in terms of increased training and equipment revenues, but also in creating a closely-knit clientele that can add to the general safety and effec- tiveness of the store’s diving and instructional activities. Simply stated, more customers trained to advanced, res- cue, and first aid levels - besides being profitable - tends to generally reduce accident potentials and increases the likelihood of assistance being available when needed. And there have been occasions when the presence of a well-trained rescue/EFR/etc. diver could have possi- bly made all the difference. In one of diving’s serious lawsuits some years ago, an instructor for an open water class was conducting the swim evaluation in a quiet lake. While, of course, only the instructor could carry out the evaluations, rescue-trained divers (DMs, etc.) could have been placed along the route as spotters/respon- ders. In this case, the faster swimmers quickly outpaced the pack, with the instructor watching over the less- strong swimmers at the rear. Unfortunately, one of the lead swimmers had a medical event and drowned with- out assistance. Sadly, the simple use of divers trained in rescue, posted along the way, may have allowed inter- vention. Perhaps we should change this paradigm, specifically always watching for highly motivated customers who, rather than perhaps being considered “wanna-bes” (as too often may happen), we should consider as “oughta-
that offer instructor training, these folks be- come an obvious customer pool for future pro- grams.
email Al
SEE US AT DEMA BOOTH #610
PAGE NINE | SCUBA DIVING INDUSTRY
ECO PRO The Chemistry of the Sea: What Every Dive Pro Should Know – by Alex Brylske, Ph.D., President, Ocean Education International, LLC
When we think of diving, probably the last thing that comes to mind is chemistry – a subject you probably hated in high school. Yet, beneath all the ocean's beauty lies an invisible framework of chemistry that not only
be no ice and no liquid water on Earth, and probably no life at all! Now that we understand something about the nature of water, the next question is, Why is seawater salty? On aver- age, seawater contains about 35 parts per thousand of dis- solved salts, primarily but not exclusively sodium and chloride (which are the constituents of salt). This salinity re- sults from the weathering of rocks on land, volcanic gases, and hydrothermal vents on the seafloor. Rivers carry these minerals to the ocean, where evaporation leaves them be- hind. For divers, salinity has real implications. It affects your buoyancy – hence why you need more weight in the sea than in freshwater – and it can vary significantly between loca- tions. For example, areas with high evaporation, such as the Red Sea, have higher salinity, whereas places with significant freshwater input, like estuaries, tend to have lower salinity. Salinity also influences the distribution of marine life, with many species adapted to narrow ranges of salinity.
supports life in the sea but also is essential in maintaining Earth’s stability. For example, life as we know it could not exist without the unique structure of the water molecule, and chemistry is one of the factors explaining why ocean cur- rents occur. It also plays a key role in understanding how vital, life-sustaining chemicals cycle between the ocean, at- mosphere, and land. And many of these chemicals form the foundation of all life. Ultimately, the ocean’s chemistry is one of the main factors controlling which plants and animals in- habit its depths. Let’s start with water itself. Water isn’t just the medium we dive through – it’s a molecule with nearly magical properties.
Each H ₂ O molecule has a bent shape, with a slight negative charge near the oxygen atom and positive charges near the hydro- gen atoms. This polarity gives water its “stickiness,” known sci- entifically as hydrogen bonding or polarity. For divers, these hydro- gen bonds explain why surface tension can hold a fog of droplets on the inside of your mask. It’s also why “defog” solutions work – they’re surfactants that break the bonds between water mole- cules, allowing water to form a smooth, transparent film instead of clumping into beads that ran-
One of the most remarkable fea- tures of ocean chemistry is its con- sistency. Despite the variety of sources supplying minerals to the sea, the ocean’s chemical makeup remains surprisingly stable. This stability is maintained by the con- cept of “residence time” – the av- erage duration an element remains dissolved in seawater before it is removed through processes like being absorbed by organisms or precipitating out. Some chemicals, such as chloride, can remain dis- solved in seawater for millions of years, while others, such as the mi- cronutrient iron, remain dissolved
domly bend light waves and obscure your vision. Hydrogen bonding also causes water’s high viscosity and surface tension – factors that affect how organisms move through water. For example, plankton can remain suspended in colder, more vis- cous water with less effort, while swimmers (including divers) must work harder to move through it. But perhaps the most astonishing evidence of the crucial role played by hydrogen bonding is this: Without hydrogen bonding, water would not freeze until it reached -130°F (-90°C) and would then boil away at a chilly -94°F (-70°C). In other words, there would
for less than a century. For divers, this consistency means conditions are predictable, which is part of what makes the ocean such a welcoming environment for life – and a de- pendable place to dive. However, human activities, such as CO ₂ emissions, are beginning to disrupt this chemical bal- ance, particularly through the process of ocean acidification. Regarding CO ₂ emissions, the ocean plays a vital role in controlling Earth’s climate by absorbing atmospheric carbon dioxide. Some of this CO ₂ dissolves directly into seawater,
PAGE ELEVEN | SCUBA DIVING INDUSTRY
ECO PRO continued
forming carbonic acid and causing ocean acidification. The rest enters the ocean's bi- ological carbon cycle through photosynthesis by marine phy- toplankton. This cycle is signif- icant for divers concerned with the health of coral reefs. As seawater becomes more acidic, it reduces the availability of carbonate ions, which are es- sential for corals and other ma- rine life to build their calcium carbonate skeletons. Under- standing this feedback loop is critical for anyone dedicated to reef conservation. Just as carbon moves through the ocean, so do nitro- gen and phosphorus – two el-
sizing organisms, mainly plankton. Cold water retains more oxygen than warm water, which is why polar seas can support such rich ecosystems. For divers, low oxygen levels can impact the behavior of marine life and the health of entire aquatic ecosystems. In hypoxic areas (low oxygen levels), animals may become sluggish or leave the area altogether. Conversely, oxygen-rich up- wellings can create biological hotspots with incredible bio- diversity – and diving oppor- tunities. An often-overlooked chemical layer exists at the
ements crucial to marine food webs. Nitrogen cycles between different forms, including nitrate, nitrite, ammonia, and ni- trogen gas, primarily through the action of bacteria. Phos- phorus, often from eroded rock or runoff, cycles more slowly. For divers, these nutrients are essential because their excess – usually from agricultural and wastewater runoff – can lead to eutrophication. This leads to algal blooms, lowers oxygen levels, and creates dead zones. If you’ve ever dived in murky, algae-filled water near the shore, you’ve seen the adverse effects of nutrient overload, formally termed eu- trophication. Chemistry affects your diving experience even more di- rectly than just the chemicals it contains because water’s den- sity depends on both temperature and salinity. These factors create distinct layers in the ocean. Divers often encounter a thermocline – a sudden drop in temperature with depth – but they may also encounter haloclines (salinity changes) or pycnoclines (density variations). This is common when div- ing the cenotes of Mexico’s Yucatan Peninsula. These layers can impact visibility, buoyancy, and navigation. For example, a sudden thermocline can cause shimmering visual distor- tion, while a halocline in a cenote might blur the boundary between freshwater and saltwater like oil on water. The oxygen dissolved in seawater is, of course, essential to life in the ocean. It enters the sea from the atmosphere. As you may have heard, most of this comes from photosynt-
ocean’s surface, where air interacts with the water. Here, gases are exchanged with the atmosphere. This layer – home to 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 TWELVE | SCUBA DIVING INDUSTRY
DIVE INTO THE BAHAMAS
Book your next big-animal adventure in The Bahamas, Scuba Diving Magazine Readers’ Choice Top Destination for Big Animals.
ECO PRO continued the neuston community of tiny organisms – plays a crucial role in the planet’s “breathing” process. For divers on the surface, this boundary might seem insignificant. However, it’s where climate-regulating activities, such as carbon ab- sorption and oxygen release, occur. Understanding it is es- sential for global climate science – and for understanding how your actions on land impact the sea. As divers, we often focus on marine biology, but chemistry forms the foundation of both biological and physical processes in the ocean. From the clarity of your mask to the composition of your gas mix, and from coral reef health to the future of our planet, chemistry plays a vital role in the diving experience. Understanding even a few of these chem- ical principles helps divers become more knowledgeable – and more empowered – guardians of the underwater world.
Buoyancy Weight Conversion Formula New divers often ask if there’s a formula by which they can convert the amount of weight required to obtain neutral buoyancy in freshwater to the amount needed to dive in sea- water and vice versa. So, for you math geeks: • From Fresh Water to Salt Water: Seawater weight = Fresh- water weight × (1.025 / 1.000) • From Salt Water to Fresh Water: Freshwater weight = Saltwater weight × (1.000 / 1.025) A quick rule of thumb for most recreational divers is to add ~2.5% of your total body weight and gear weight when transitioning from freshwater to seawater, and subtract ~2.5% when going from seawater to freshwater. This gen- erally means adding 2–4 pounds (1–2 kg) of lead. But remember that these calculations and estimates have caveats. It assumes standard ocean salinity (~35 ppt) and similar exposure suit and gear. And bodies of water like the Red Sea or Persian Gulf have much higher salinity and re- quire even more weight. Most importantly, regardless of what pre-dive calculation is used, a proper buoyancy check is always recommended – especially in new environments.
[Editor’s note: This article is a brief synopsis of Chap- ter Two: The Chemistry of the Sea from the author’s re- cent book, Beneath the Blue Planet: A Diver’s Guide to the Ocean.]
Alex’s links
DIVE INTO PARADISE Pre-Dema Offer – Save 30% on Your Dive Getaway
Embark on the diving adventure of a lifetime with Fort Young Hotel & Dive Resort. Our 2025 Dive Getaway Special invites you to enjoy 7 nights for the price of 6. Dive world-class reefs, trek rainforests, and unwind with every comfort back at the resort.
Starting at just US$1566 per person Book by October 31, 2025, for stays through December 31, 2026.
Reserve Your Dive Getaway: reservations@fortyounghotel.com +1 767-448-5000 fortyounghotel.com/offer/pre-dema/
RETAILING Heading to DEMA? Here are some No-Fail Tips for Retailers – by Jeff Cinciripino, JeffCinciripino.com, Former Owner of Scuba Shack, Rocky Hill, CT
Congratulations. You’ve done your thinking and you’ve made the deci- sion to attend DEMA Show 2025. As we make our way toward Octo- ber, it is really time to start planning for the four-day event. There is a saying that we don’t plan to fail, we
sions. It is all in the palm of your hand. If you haven’t already downloaded the application, do it now and start to get famil- iar with the power it provides. One of the key features of the DEMA Show app is that it allows you to create your schedule. You can start to build out your schedule by select- ing the specific sessions that you want to attend. Simply mark the session as a favorite, and it is automatically added to your
fail to plan. As a former project man- ager in the corporate world, planning is key to success. By charting out your time at the show, you’ll be sure to get the most out of the Orlando event. DEMA has made planning a lot eas- ier with their DEMA Show applica- tion. Each year, the application is updated in late September timeframe for the upcoming show. No longer do
DEMA calendar. Another great fea- ture is that if you select presentations that conflict, the app will let you know and you can adjust accordingly. Re- member that some exhibitor sessions may be repeated during the show. One-on-one meetings with ex- hibitors is an extremely valuable aspect of the DEMA Show. It sometimes gets hectic on the show floor, and
you have to depend on the hard copy booklet for getting de- tailed information about the activities, exhibitors, and ses-
you’ll want to maximize your time to get the latest informa- tion and updates from your valued partners. If they have not
Looking for a Warm Weather IDC for Your Students? Did you know that
Course Directors with over 100 years of collective “experience” teaching instructors Former PADI Examiner on staff 99.9% success rate Successful job placement rate Licensed by the Florida Commission for Independent Education Approved for VA Educational Benefits 5 Top 10 2025 Scuba Diving Magazine Readers Choice Awards their instructor training? “Experience” is even in our name and here is why: “ experience ” is the #1 reason divers decide where to take
see us at DEMA booth #1338
So, if you are looking for the best instructor program “experience” email scuba@divefortlauderdale.com
813-362-6206 www.seaxp.com
801 Seabreeze Blvd, Fort Lauderdale, FL 33316
reached out to you by this time, check in with them and work to schedule specific times to meet. Make sure that you have a confirmation from the representative and load that into the DEMA Show app. Additionally, as you go deeper into the exhibitor list, you may find a new product or service that you believe has potential for your dive shop. To ensure that you get to spend the proper amount of time with the right per- son, reach out to them ahead of the show and work to book an appointment. By now, the exhibitor list is virtually complete and is also available to review in the show app. The filters allow you to narrow down the list based on a multitude of categories. Once you bring up a specific exhibitor, you can make them a favorite by clicking on the star. If you have set up a time to meet with them, the calendar icon allows you to build it into your schedule. RETAILING continued
One of the most valuable aspects of the DEMA Show is the networking opportunities with other dive professionals and organizations. Organizations like Divers Alert Network and training agencies host receptions after the exhibit floor closes. These after hours receptions are a great way to con- nect with other attendees. These networking opportunities are usually advertised by the host through email and social media, so be sure to review and add them to your schedule. The DEMA Show is a fast-paced four day whirlwind that is a unique opportunity for dive retailers to learn, engage, net- work, and have fun. By developing your plan for the show,
you can ensure that when you hit the deck run- ning in Orlando, you’ll know who you want to see, where you want to go, and when you need to be there. Now’s the time to start planning for DEMA Show 2025.
email Jeff
RETAILING The Giant Stride, Part 3: Plan Before You Plunge – by Michael Connors & Rachael Scott, Owners, American Dive Zone, Grand Rapids, MI In 2024, we bought a dive shop in Grand Rapids, MI. Not inherited. Not franchised. Bought it. This is our story.
Most instructors dreaming of shop ownership imagine the Insta- gram-worthy parts first – the logo on the door, the pool full of new stu- dents, the exotic trip calendar. That’s natural. But the truth is, the first thing you need isn’t a logo or a lease. It’s a plan.
pers, we knew exactly what we’d tackle first: 1. Revamp the digital presence. New website, social media promotion, stronger connection to our community. 2. Consolidate inventory. If we don’t dive it, we don’t sell it. We became trusted curators, not just gear resellers. 3. Build partnerships. Schools, camps, corporations – we ex- pand the funnel instead of waiting for walk-ins. 4. Standardize operations. A staff handbook gave everyone a single source of truth. 5.Digitize the business. Our ERP (Enterprise Resource Planning) system turned guesswork into clarity. Notice what’s missing: “go diving more.” Owning a dive shop isn’t a lifestyle perk – it’s an opportunity to lead and grow a community around the sport you love. Our Framework: We didn’t borrow a corporate playbook. We wrote our own, built around six essentials: Services and revenue mix ▪ Customer profiles ▪ Product mix ▪
A strategic plan is your compass. It’s what keeps you ori- ented when the current picks up, and it’s what makes sure you’re swimming toward the shop you actually want to own. Why Plan Before Closing? Owning a dive shop is not just about spending more time underwater. It’s about building something that lasts. A plan helps you test whether the dream in your head ▪ matches the reality on the ground. It forces you to ask hard but essential questions: Where does this shop actually make ▪ money? What levers can I pull to grow it? ▪ Which fires need to be put out in the first ▪ 90 days?
Financial projections ▪ Supplier relationships ▪ SWOT (Strengths and Weaknesses and ▪ external Opportunities and Threats) analysis Out of that came a clear, tactical playbook. Not a 50-page binder gathering dust. A living document that guided our decisions. What Worked, What Didn’t: Most of our
The right plan doesn’t take away the passion – it channels it. It makes sure you’re not just buy- ing yourself a job, but building a business that supports your life, your divers, and your com- munity.
Think of it like planning a deep dive. You wouldn’t giant-stride into 130 feet without a plan. Buying a shop is the same – except the surface interval is measured in years, not minutes. How We Built Ours: When Rachael and I set out to buy American Dive Zone, we didn’t just get excited about the shiny parts – the community, the brand, the access to gear. We zoomed in on the fundamentals: Where does the profit come from? That single question shaped everything. We broke revenue down by category, stud- ied competitors, scanned the industry for trends, and leaned on our corporate backgrounds to see the business with clear eyes. This wasn’t about killing the romance of the dream. It was about giving that dream the structure it needed to become real. Our First-Year Priorities: By the time we signed the pa-
plan held up. Some didn’t – and that’s the point. Our miss: thinking operational standardization would be quick. Documenting decades of “it’s just how we do it” was like untangling a box of old hoses – every time we thought we were done, another knot appeared. Our win: digitization. Moving to a robust ERP system early gave us visibility and control. It turned chaos into clarity. Why Dive Shops Are Unique: Planning for a dive shop means factoring in the quirks that make this industry differ- ent: Seasonality. Summers are busy and winters are slow. ▪ Your cash flow has to sustain you year-round. Instructor schedules. Most are part-time. Aligning peo- ▪ ple with demand is everything.
PAGE EIGHTEEN | SCUBA DIVING INDUSTRY
Agency requirements. You’re not just selling gear – ▪ you’re upholding training standards that shape your rep- utation. Embrace these constraints, and your plan becomes sharper. Ignore them, and your plan is a fairy tale. The Advice: Here’s the truth: buying a dive shop is not buying a lifestyle – it’s buying a platform. A platform to grow divers, build community, and share your love of the sport at scale. And that platform only works if you build it on cash flow. Your plan must be ruthless about the first 12 months. Prioritize the levers that keep the lights on and the compres- RETAILING continued
sors running. Do that, and you don’t just keep the doors open – you create the space for your divers, staff, and community to thrive. The Takeaway: The worst time to write a plan is after the deal closes. By then, the current is already carrying you. Write the plan first. Pressure test it. Ask yourself: “Do I ac- tually want to own the business this plan describes?” If the
answer is yes, close with confidence. Because now you’re not just plunging into ownership – you’re diving with a compass, a buddy, and a plan.
email Rachael TRAINING Creating a Group Fitness Program for Your Store – by Gretchen M. Ashton, CFT, SCF, SFN, SCC, NBFE, is an advanced scuba diver, fitness professional, speaker, athlete, and author. She founded ScubaFit LLC, and the ScubaFit®, FitDiver®, DiveFit®, and Sur- fWalking™ programs. She defines diving fitness, motivates the diving community through presentations, and con- tributes to diving publications. She set 21 World and American records as a lifetime drug-free strength athlete, being the second woman inducted into the AAU Power Lifting Hall of Fame.
Merging the cultures of diving and fitness benefits both diver health and dive business success. At the heart of both activities is community. Whether small or large, a strong client commu- nity is vital for long-term growth in ei- ther industry.
Dive Travel: A Fitness Opportunity Group travel is the perfect chance to integrate dive-spe- cific fitness. Dive centers can begin preparation months ahead of trips, incorporating fitness that builds anticipation and prepares clients for the diving conditions they'll face. Consider: Does the group’s training, health, and gear match the ▪ demands of the destination? Has everyone had a recent medical evaluation? ▪ Is the trip far enough out to allow at least 3 months ▪ of fitness and nutrition prep? All training should be completed before travel. Exercise isn’t recommended within 24 hours before or after diving. During trips, light activity like walking or paddle sports is ideal. Individualized Fitness Matters Like diving skills, fitness varies. A good program respects individual levels. Some divers may train alone, but common goals still foster connection. Organic meet-ups often form, and staff who model fitness participation build stronger bonds with clients. Contact me to get your program started and help make your customers healther!
Dive centers are uniquely equipped to build this kind of community—particularly through dive clubs. These clubs connect divers socially and keep them engaged with the shop. Clubs host presentations, organize group travel, and create their own identities through events, mascots, and vol- unteer work. The friendships formed often last a lifetime. I saw a similar dynamic in my Southern California personal training studio, which grew to 150 private clients. I created themed group workouts, beach sessions, charity 5Ks, and even hosted dinners at my home. Scuba clients naturally connected with one another, forming friendships and travel groups. Many remain friends to this day, bonded by shared goals and adventures. Diving with a group that shares a wellness mindset en- hances the experience. Dive centers with pools can host water aerobics, swim lessons, or aqua cycling to boost con- ditioning, generate revenue, and welcome non-divers too. Fit divers dive more, train more, and dive more safely.
email Gretchen
PAGE NINETEEN | SCUBA DIVING INDUSTRY
SEE US AT DEMA
BOOTH #821
DEMA Special
Even More Comp Spots New Meal Plan Add-Ons Fill the Boats Bonus Offer - $500 for 1 Boat or $1,500 for 2 Boats
SELL RATE PER DIVER w BASE RATE PER DIVER w
1 Bedroom Condo, Single Occupancy 1 Bedroom Condo, Double Occupancy 2 Bedroom Condo, Quad Occupancy 3 Bedroom Condo, Six Occupancy
$3,220 USD
$2,520 USD
$2,160 USD
$1,750 USD
$1,760 USD
$1,383 USD
$1,600 USD
$1,266 USD
Non-diver Package Deduction = – $770
GROUP ADD ONS & OPTIONS
Meal Plan 5x Lunches & 3x Dinner Buffets
$250 p/p $100 p/p $200 p/p
Unlimited Nitrox 32%
3x Afternoon One-Tank Dives
NEW COMP SPOT STRUCTURE
9 Divers Paid = 1 Free 18 Divers Paid = 3 Free
12 Divers Paid = 2 Free 25 Divers Paid = 5 Free
Non-Divers Count @ 0.25 per person
BUSINESS EDU Breaking Barriers: Cayman’s All-Women Class Makes ISDHF History – by Patty Cline, Associate Publisher, Scuba Diving Industry Magazine
The Cayman Islands Ministry of Tourism, through the International Scuba Diving Hall of Fame (ISDHF), created a historic moment in a ballroom glowing with soft pink light and fresh flowers. For the first
time in its 25-year history, ISDHF inducted an all-female class; an unprecedented achievement that showcased Cayman’s lead- ership in honoring pioneers, trailblazers, and visionaries of diving. A Historic First: The 2025 class highlighted the wide-reach- ing influence of women across every corner of the diving world. Hidy Yu (Hong Kong) received the first-ever Trailblazer ▪ Award for her work with the Bling Bling Ocean Foun- dation, which has removed more than 10 tons of ghost nets across Hong Kong Harbor. Rosemary Lunn (UK) became the first British woman ▪ inducted, honored for her work in dive safety with the UK Ministry of Defence. Michelle Cove (Bahamas) was recognized for growing ▪
From Left: Bonnie Toth, Mary Connelly, Anne Hasson, Michelle Cove, Hidy Yu, Rosemary Lunn
Stuart Cove’s Dive Bahamas while championing shark conservation and coral restoration. Anne Hasson (USA) transformed liveaboard diving ▪ through Aggressor Adventures, setting global stan- dards for adventure travel and sustainability. Simone Melchior-Cousteau (France), the world’s ▪ first female diver and a driving force behind the Aqua-Lung and Calypso expeditions, was inducted posthumously. The Women Divers Hall of Fame (USA) was rec- ▪ ognized for 25 years of empowering women and young divers through mentorship and over $900,000 in scholarships. “This is a groundbreaking moment,” said ISDHF chair- man Stephen Broadbelt. “These extraordinary individuals are our superheroes. If we had a mission to save the ocean, these are the women we’d call.” The celebration also featured a keynote address from Margo Peyton, founder of Kids Sea Camp and 2024 ISDHF inductee, who inspired the audience with her message of empowering families and young people to connect with the ocean. Honoring Cayman’s Own: Local legends who have shaped the islands’ reputation as a premier dive destina- tion were also recognized in the Local Honouree cate- gory: dive operator Jason Belport ; conservation leader
BUILT ON SAFETY. DRIVEN BY PURPOSE. 65 YEARS STRONG. SEE US AT DEMA BOOTH #803
@NAUIWORLDWIDE
NAUI.ORG
PAGE TWENTY-TWO | SCUBA DIVING INDUSTRY
BUSINESS EDU continued
From Left: William & Patty Cline, Alyssa Miller, Tristaca Ebanks, Steve Broadbelt
Courtney Platt, Ragime Powery, Jason Belport
Patty & William Cline, Margo & Tom Peyton
Britain, Patty & William Cline
Peter Hillenbrand ; Photographer Courtney Platt ; instruc- tor Michael Schouten ; and Divetech’s Ragime Powery , honored as Emerging Honouree. Each represent the passion, expertise, and hospitality that make Cayman diving world- renowned. Inspiring the Next Generation: The impact of Induction Week stretched far beyond the ceremony itself. Inductees and honourees visited schools across Cayman, showing students that a love for the ocean can grow into real careers in diving through scholarships and mentorship. At the gala, student art- work from the ISDHF poster competition was displayed, and finalists were invited to attend; seeing firsthand that scuba div-
ing can be more than a passion; it can be a future. A Night to Remember: From the pioneers of yesterday to the innovators of today, women have always been part of diving’s story. What changed on September 20, 2025, was recognition. As the evening closed, Hong Kong’s Hidy Yu left the audience with a vivid reminder: “When the sunlight hits the waves, it’s like the ocean is wearing a bling bling dress. It’s
beautiful, but fragile. We have to protect it.” Her words captured the spirit of this milestone induction; an evening that celebrated strength, championed stewardship, and pointed to the bright future of diving.
email Patty
PAGE TWENTY-THREE | SCUBA DIVING INDUSTRY
Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 Page 11 Page 12 Page 13 Page 14 Page 15 Page 16 Page 17 Page 18 Page 19 Page 20 Page 21 Page 22 Page 23 Page 24 Page 25 Page 26 Page 27 Page 28 Page 29 Page 30 Page 31 Page 32 Page 33 Page 34 Page 35 Page 36 Page 37 Page 38 Page 39 Page 40 Page 41 Page 42 Page 43 Page 44 Page 45 Page 46 Page 47 Page 48 Page 49 Page 50 Page 51Made with FlippingBook - Online Brochure Maker