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
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