BUSINESS EDU Sea Turtle Strategy: Pace Yourself for a Powerful Finish – 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! October in the dive industry is a strange and beautiful in-between. The summer surge has slowed. The panicked last-minute students are
Prep with Precision: DEMA 2025 is almost here: No- vember 11 to 14 in Orlando. If you're attending, now is the time to lock in your game plan. Whether you're a retailer, ed- ucator, buyer, or resort rep, the more intentional you are now, the more value you'll get at the show. Don't wait until you're on the plane to make appointments or prioritize sessions. List three key business goals like up- grading equipment, expanding training, or building partner- ships – and shape your schedule around those. Browse seminars and download the floor map at www.demashow.com. Recharge and Refocus: October also offers a rare win-
fewer, the walk-ins have tapered off, and (if you’re lucky) the shop no longer feels like a non-stop fire drill. But don’t get too comfortable, because the next wave is already building. It’s DEMA season: Every dive pro I know feels it creep- ing in: the event emails, exhibitor floor maps, seminar sign-
ups, gear previews, travel appointment requests, logistics, lodging, flight alerts, and the buzzing energy of “what’s next.” Fall may not move at the same speed as summer, but it still demands direction. That’s when I think of the sea turtle. Turtles know how to move with intention. They’ve been navigating long migrations and surviving shifting currents for millions of years. Not with speed. With strategy. And for dive pros heading into DEMA and year-end planning, there’s real wisdom in that.
dow to breathe. Let your team rotate roles, catch up on servicing, or take a well- earned weekend off. If you’ve been teaching non- stop since spring, carve out time to reset. The best dive leaders don’t sprint from show to show. They pace themselves with purpose. Just like turtles. Final Thoughts: Sea turtles aren’t fast, but they go the distance. They ride the rhythm of the ocean, not the chaos of the mo- ment. So as you shift into the final quarter of the year, between the bustle of sum-
Glide, Don’t Flail: October isn’t a time to panic, and it’s not a time to coast. It’s a time to glide: deliberate, efficient, and thoughtful. Where can you refine your systems? What needs attention before Q4 wraps up? Check your website. Update your pric- ing, training calendar, and rental inventory. Revisit your fol- low-up systems for new divers and gear buyers. Even a few small changes now can save you hours of frustration later. Smooth operations now mean fewer headaches in Novem- ber.
mer and the energy of DEMA, lean into the sea turtle strat- egy. Move with clarity. Act with purpose. And set your course for a strong finish. Read three other articles this month on the DEMA show: Jeff Cinciripino’s Heading to DEMA? Here are some ▪ No-Fail Tips for Retailers , pg. 16 Tec Clark’s Top 10 Reasons Dive Pro’s Should ▪ Attend the DEMA Show, pg 34 David Prichard & Lily Mak’s Planning Your ▪ DEMA Show Travel Appointments, pg 38
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