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® SCUBA DIVING INDUSTRY YOUR DEMA SHOW COMPANION Exhibitor List • Booth Numbers • Complete Seminar Schedule • Floor Map • Pg 71
SHOW COMPANION GUIDE INSIDE STARTS ON PAGE 71 DEMA ISSUE DEMA 2026 PUBLISHED BY CLINE GROUP
MAKE THE MOST OF THE SHOW THE UNWRITTEN RULES OF THE SHOW FLOOR What every exhibitor and attendee should know PREPARE NOW FOR AFTER DEMA Turn show contacts and ideas into action DEMA’S NEW CEO LOOKS BEYOND THE SHOW A listening- fi rst approach & future vision for DEMA BUILD A STRONGER DIVE BUSINESS Retailing • Training • Safety Innovation • Travel • Eco Pro Business EDU • DEMA Show
Photo by Mark B. Hatter of his daughter, Jennika Watson, as a pulsing jellyfish glides by while diving with Volivoli Resort, Fiji.
TRENDS IN DIVE RETAILING, TRAVEL & TRAINING
TABLE OF CONTENTS SCUBA DIVING INDUSTRY® MAGAZINE • DEMA 2026
®
FROM THE PUBLISHER 5
ADVERTISERS
We Are Needed Now More Than Ever / William Cline
Page# Advertiser
DEMA Booth
SAFETY 6
2 & 60 Aggressor Adventures
2827
12 37 35 21 42 23 20
Alex Brylske’s Book by Reef Smart 2317
Moving from the Checklist Mentality to True Diving Education / Dan Orr 12 A Sports Approach to Diver Safety / Al Hornsby INNOVATIONS 16 The New Generation of Dive Operator Software Platforms / Gil Zeimer DEMA SHOW 18 The Unwritten Rules of the Show Floor from the Corner of Truth & Style / Suuz Martines 22 Steps to Take to Prepare for After the DEMA Show / David Prichard and Lily Mak RETAILING 26 Pt 2: A Generational Approach to Marketing / Cathryn Castle Garcia BUSINESS EDU 32 Top 10 Ways to Be a Better Dive Professional – Part 2 / Je ff McNutt 36 Three Questions That Can Strengthen Any Dive Business / Lee Rand TRAINING 44 Don’t Pee in the Pool / Brooke Speedy ECO PRO 46 Creating a New Standard for Sustainable Dive Tourism in the Florida Keys / Alex Brylske, Ph.D. 49 Reframing the Traditional Dive Travel Model: Shifting to Active Restoration / Kramer Wimberley TRAVEL 53 Keep Divers Diving: A Case for Domestic Group Training Trips / Sage Dalton 56 How to Plan a Group Dive Trip to Iceland / Christopher P. Weaver and Michael Salvarezza 60 Beneath the Bay Islands: Why the Roatán Aggressor Works for Dive Groups | special advertising section / Jenny Stock 62 Why the Cayman Islands Is Perfect for Families / Margo Peyton INDUSTRY NEWS 65 Comics with a Cause: The Superhero Strategy for Retention / Rachael Connors 68 DEMA’s New CEO Looks Beyond the Show / William Cline DEMA SHOW COMPANION GUIDE 71 Show Companion Resources 72 Advertiser Floor Map 74 Exhibitor List with Booth Numbers 78 Complete Seminar Listings 82 DEMA-Sponsored Seminar List
All Star Liveaboards
1921 1038 2033 1032 1030 2944
Anthony’s Key Resort, Roatán Bahamas Ministry of Tourism Bananarama Dive Resort, Roatán Barefoot Cay Resort, Roatán Blue Force Fleet, Maldives Books by Dan Orr/Best Publishing
6
722
25
Cape Eleuthera Dive Resort, Bahamas 2036 Caradonna/Fiji Tourism/Fiji Airways 727
7
19 31 47 28 33 39 50 45 64 43 22 13 65 48 30 66 26 17 52 55 27 53 58 59 41 29 46 40 54 38 44 67 10 67 51 62 36 63 34 64 8
Caradonna/Buddy Dive Bonaire Caradonna/Cayman Islands Caradonna Dive Adventures
727 727 727 520 847
Clear Story Coach Coltri Compressors Deep Blue Adventures
2434
82, 84 DEMA & DEMA Show
100
Dive Academy & Viani Bay Resort Fiji 1140
Dive BVI
1235
Dive Industry Young Professionals
Rm 265
Diveplanit Travel
1113
DiveSight Planning Software Divers Alert Network (DAN)
—
1337 2438 744 1821 1246 2313 3248 931 1134 616 1539 2245 2029 2927
Dive Marketing Media Dream Weaver Travel Explorer Ventures
14–15 Family Divers/Kids Sea Camp
Fliptide Provisions Apparel
Fog-X
Fort Young Dive Resort, Dominica
Koro Sun Resort, Fiji
Lita’s All Natural Insect Repellent
Mares/SSI/HEAD Sports
Meri Yoga/SeaCalm Scuba Retreats 1030
NAUI Worldwide
Neal Watson’s Bimini Scuba Ocean Encounters Curaçao Ocean Frontiers Cayman
751
OneDive.ai Software
2854
Philippines Department of Tourism 2537
Quest Dive Adventures
3026
SasSea Wraps
—
Sau Bay Resort & Spa, Fiji
1132 2528 2315 722 957 1815 1222
Scuba Do Rag
Scuba Educators International/SEI 1350
Scuba Sense Pro Software Scuba Storyteller by Gil Zeimer ScubaCo/Fantasy Island, Roatán Sea Experience Florida Visit Cayman Islands & ISDHF Volivoli Beach Resort, Fiji 2026 NOGI Awards Gala at DEMA ScubaRadio
Rm 387
1133
4 | SCUBA DIVING INDUSTRY
Event
FROM THE PUBLISHER
About the Cover: Mark B. Hatter’s daughter, Jennika Watson, dives in Fiji with Volivoli Beach Resort, located on the northern coast of Viti Levu. A Nikon D850 camera in a SEACAM housing, with an 8–15mm fisheye lens set at 15mm behind a SEACAM 240mm dome port and a pair of INON Z-240 strobes, provided fill flash for the subject and diver.
WE ARE NEEDED NOW MORE THAN EVER
William Cline, Publisher Patty Cline, Associate Publisher Amber Wagenknecht, Executive Editor Betty Orr, Senior Editor Neal Watson, Sr., Editor-at-Large Britain Cline, Advertising Sales Manager June Cline, Social & Podcast Producer Reese Gunby, Staff Writer Contributors: Alex Brylske, Ph.D., FL Cathryn Castle Garcia, Azores, Portugal William Cline, TX Rachael Connors, MI Sage Dalton, FL Al Hornsby, Singapore Lily Mak, TX Suuz Martines, NC Jeff McNutt, BVI Dan Orr, ID SCUBA DIVING INDUSTRY® MAGAZINE DEMA 2026 VOL. 3, NO. 9
Human connection. In a world of evolving ar- tificial intelligence, everything is seemingly turning toward massive processing power to solve mundane problems. From baking a cake to calculating decompression stages, AI is every- where, and it will continue to become part of nearly every aspect of our daily lives. But what do people really seek? Human connection . Ask someone from Gen Z about AI, and you may get a very different answer than you would from an older generation. They have grown up with technology and are often considered our earliest adopters, yet many are cautious about trusting it. In a recent conversation with my youngest, a recent university graduate, I was told, “I don’t trust it blindly and am very cau- tious about using it for decision-making. I think of AI more as a complex spell-check than an intelligent entity to go to for advice.” That desire for human advice is showing up around the world, especially in travel. A recent Cayman Compass article reported that geopolitical uncertainty, changing entry requirements, airline schedule disruptions, and increasingly complex itineraries are driving travelers back to travel advisors. A 2026 Internova Travel Group survey of 4,000 travelers found that 62% expected to use a travel advisor to plan and book their trips this year, up from 47% last year . The more complicated the trip, the more likely travelers were to seek help. A separate Global Business Travel Review found that online booking declined across several major international routes during the
first half of 2026. An Expedia Group survey also found that travelers are increasingly com- fortable using AI to research destinations and build itineraries, but remain cautious about allowing it to complete their bookings . For dive retailers, this should sound familiar. About 90% of U.S. dive retailers sell group travel, and serve as trusted travel advisors by doing so. They know which destinations fit a diver’s experience, what equipment will be needed, and what details could turn a compli- cated journey into a successful one. More im- portantly, when something goes wrong, there is a real person to call. That same need for connection is why the DEMA Show matters now more than ever. The Show is not simply a place to see new products, attend seminars, or place orders. It is where our industry comes together face to face. It is where retailers can ask manufacturers difficult questions, destinations can build trust with the people who will bring them guests, and a conversation in an aisle can become a new partnership. Technology can help us research, organize and communicate. But it cannot replace the confidence that comes from shaking someone’s hand. As we gather in New Orleans for the 50th anniversary of the DEMA Show, remember that our greatest value has never been information alone. It is our experience, our judgment, our relationships, and our willingness to help one another. In an increasingly automated world, we are needed now more than ever.
Margo Peyton, SC David Prichard, TX Lee Rand, NM Michael Salvarezza, NY Brooke Speedy, IN Jenny Stock, UK Christopher P. Weaver, NY Kramer Wimberley, NY Gil Zeimer, CA
Scuba Diving Industry ® Magazine (Print: ISSN 2996-1416, Digital: ISSN 2996-1424, U.S. Trademark #99278901) 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 pros & distributed digitally to 165 countries. POSTMASTER: 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.” Editorial re- quests: editor@scubadivingindustry.com or 954- 358-9660. The views and opinions expressed in this magazine are those of the contributors and do not necessarily reflect the official policy or position of Cline Group LLC or any of its affiliates. AI may be used to generate graphics or edits as needed. © 2026 Cline Group LLC. All rights reserved.
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William Cline, Publisher
SCUBA DIVING INDUSTRY | 5
SAFETY
Moving from the Checklist Mentality to True Diving Education by Dan Orr , President, Dan Orr Consulting, ID
I T WAS THE SUMMER OF 1958 in Miami, Florida, when I took my very first breath underwater. I was eleven years old, and a friend and I had "borrowed" a single tank, a regulator, and two masks from his older brother.
at a critical crossroads in the diving industry. Today, we see a distinct division in how new divers are minted. On one side, we have the "minimum standards in- structor," someone who treats the training manual as a
We had absolutely no training, no concept of physics, and certainly no understanding of the physiological consequences of what we were doing. We survived that day purely on luck. Later in my life, after a tour of duty in the U.S. Navy and decades spent working in diving safety and education, I came to realize a fundamental truth: luck is not a safety plan.
checklist, moving students through the curriculum as efficiently as possible. On the other side, we have the "diving edu- cator," an individual who understands that certification is not the end goal, but rather the starting line of a lifelong edu- cational process designed to produce safe, self-reliant, and analytical divers. Understanding this difference is not just an academic exercise. For those of
Over the last fifty years, our sport has undergone a remarkable transformation. Equipment has become incredibly reliable, and the path to certification has become faster, more streamlined, and more accessible than ever. But as training has evolved to fit into busy modern lifestyles, we have arrived
us dedicated to reducing diving accidents, it is a matter of life and death. From the perspective of the diving industry, it’s a matter of certifying divers versus creating those who will most certainly enjoy scuba diving for a lifetime. The Checklist Mentality: The Risk of the Minimum To understand the minimum standards instructor, we have to look at the business model of modern scuba training. In a highly competitive market, there is constant pressure to reduce costs, shorten classroom times, and get students certified in as few hours as possible. An instructor who adheres strictly to "minimum standards" is not necessarily violating any rules. They teach exactly what the training agency requires. They check the boxes: Did the student perform a mask clear? Yes. ▪ Did they demonstrate regulator recovery? Yes. ▪ Did they complete the four required open water dives? ▪ Yes. But there is a vast and potentially dangerous difference between performing a skill once under ideal conditions and mastering that skill so it becomes an automatic, stress-free re- action in an emergency. When we teach to the bare minimum, we create "card col- lector" divers who possess a plastic credential but lack the comfort, situational awareness, and critical thinking skills re- quired to manage real-world diving conditions. These divers are often highly dependent on their divemaster or guide. If conditions change, or if a minor equipment glitch occurs,
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6 | SCUBA DIVING INDUSTRY
SAFETY continued
they lack the mental bandwidth to cope. The result is often "task fixation," panic, and, tragically, an escalating chain of errors that can lead to a serious accident. The Diving Educator: Facilitating the Educational Process A true diving educator looks at training through a completely different lens. To them, standards are not a ceiling to reach; they are a basement, a foundational starting point from which to build. An educator does not just teach how to clear a mask; they teach why comfort with water in the nose is the single most critical factor in preventing the classic "panic-and-escape" ascent. They do not just show a student how to read a dive computer; they help them understand the real-world physio- logical factors - hydration, thermal stress, and age - that a computer's mathematical algorithm cannot calculate. This approach transitions training from rote memorization to a true educational process. It is characterized by three core pillars: 1. Developing Comfort and Mastery Through Repeti- tion In psychology, there is a concept known as "overlearning." It means continuing to practice a skill long after initial mastery has been achieved. A diving educator understands
My Rule of Three is simple: If you experience three errors, anomalies, or "hiccups" during your pre-dive preparation or the dive itself, you must pause, reassess, and seriously consider aborting the dive. Error 1: You realize you forgot your mask anti-fog in the ▪ car. Error 2: While gearing up, you find a small, slow leak ▪ coming from your pressure gauge. Error 3: The sea conditions have picked up, and there is ▪ a mild, unexpected current at the surface. A diver trained by a "minimum standards" instructor might shrug these off individually, pushing forward because "the instructor is on the boat" or "I paid for this charter." A diver trained by an educator recognizes these three events as an es- calating chain of risk. They have been given the "permission to call" the dive at any time, for any reason, without fear of embarrassment. This is the “no fault” philosophy about anyone’s ability to “call” a dive at any time for any reason. This mental shift from passive follower to active risk manager is what keeps divers alive and looking forward to their next dive. 3. Fostering a Culture of "Experience-Based" Progres- sion When I established the scuba diving program at Wright State University in 1973, we didn't just teach people how to breathe underwater and send them on their way. We built a pro- gressive curriculum. We offered en- try-level courses, but we immediately followed them with "Experienced Open Water" classes that exposed students to 25 dives in varying con- ditions: rivers, quarries, night, and low-visibility environ- ments. Diving educators do not encourage their students to collect advanced plastic cards immediately after their open water course. Instead, they encourage them to gain logged, varied experience under mentored supervision. They teach their students that the best "advanced" training is simply diving in different environments with more experienced buddies, slowly expanding their personal comfort zones. Comparing the Two Approaches To see how these two philosophies play out in the real world, the following graphic illustrates how an instructor versus an educator handles common training milestones:
that under the stress of an underwater emergency, our cognitive capacity shrinks dramatically. If a skill is not hardwired into muscle memory, a diver will struggle to execute it. An educator structures pool sessions to allow for repeated, stress-free prac- tice. They introduce minor distrac- tions, encourage play, and give students the time they need to truly feel weight-
A true diving educator looks at training through a completely di ff erent lens. To them, standards are not a ceiling to reach; they are a basement, a foundational starting point from which to build.
less and comfortable. They do not rush. If a student needs extra time in the pool to master buoyancy or regulator recovery, they get it because a true educator refuses to take a student into open water until they are demonstrably ready. 2. Teaching Analytical Thinking and Risk Management When my wife, Betty, and I wrote 101 Tips for Recreational Scuba Divers, we emphasized the importance of individual responsibility and situational awareness. A diving educator instills these values on day one. One of the most important concepts we teach is what I call "The Rule of Three.” In analyzing decades of dive accidents, we rarely find a single, catastrophic event that caused a fatality. Instead, accidents are almost always the result of a compounding chain of minor, seemingly insignificant errors.
SCUBA DIVING INDUSTRY | 9
SAFETY continued
with standards. We are educators. We introduce people to an environment that is beautiful, challenging, and potentially unforgiving. We have the opportunity, and the obligation, to develop
The Legacy of the Educator As I look back on my decades in this industry, from my early days teaching university students to my years leading Divers Alert Network, I am constantly reminded of the
students who stayed in the sport. They didn't stay because the class was fast or cheap. They stayed because they were inspired. They stayed because their instructor and staff gave them the confidence, the skill, and the deep respect for the underwater world that trans- formed them from tourists into true diving advocates. If you are an instructor reading this, I challenge you to look at
divers who can think, adapt, recognize hazards, and make sound decisions. Ultimately, successful diver ed- ucation is not measured by the number of certifications issued. It is measured by the number of divers who continue to safely enjoy the underwater world throughout their lives and share their positive experiences with others.
your next class not as a set of standards to meet, but as a group of human beings who are trusting you with their lives. Don't just teach them to survive the weekend. Teach them the physics, the physiology, the risk management, and the emotional discipline required to dive safely for the next thirty, forty, or fifty years. Remember, the certification card should only be a beginning. The true measure of instructional effectiveness is not whether students successfully complete required skills during training. It is whether they continue to dive safely and confidently years later. Our responsibility as instructors extends beyond compliance
Our oceans are beautiful, magical places but they can be unforgiving of complacency. Let us leave the checklist behind, embrace the true educational process, and ensure that every diver we train returns home safely from every single dive looking forward to the next diving experience. Additional Reading: Orr, D. and Orr, B. 101 Tips for Recreational Scuba Divers. 2023. Best Publishing Company.
Orr, D. and Douglas, E. Scuba Diving Safety. 2017. Best Publishing Company. Orr, D. Diving Safety articles in Scuba Diving Industry Magazine (www.scubadivingindustry.com).
email Dan Orr
SCUBA DIVING INDUSTRY | 11
SAFETY
A Sports Approach to Diver Safety by Al Hornsby , Owner, Al Hornsby Productions, Singapore
I N SPORTS, THE OLD SAYING that ‘the best defense is a good offense’ is well known. The saying means not simply sitting back, reacting passively, and hoping for the best, but aggressively controlling the game by taking it to the competition. Perhaps surprisingly, this adage also has great applicability to dive supervision. Reviews of dive accidents and litigation show an unfortunate number of dive accidents
visibility at the dive site, the anticipated water movement, etc. Not only does such an organized approach generally help inform dive supervisors of the likely traits and skills of the divers in their care, but it can also can be very useful in deter- mining which dive sites and conditions can aid in offering safer and more enjoyable dives on any given day.
occurring because too many elements of a dive were simply not adequately anticipated and managed. In effect, without knowledge and related controls being well utilized, the chances of a dive being adversely affected by the individual movements
The significant outcome of devel- oping this sort of managed dive su- pervision, however, should not only be the actual overall increased effec- tiveness of the in-water supervision, but also the documented, high level of concern and control being exercised
The best defense against an accident is proactive supervision. Know your divers, anticipate the conditions, and manage the dive before small risks become problems.
and habits – good and bad – of the divers in the group, as well as by in-water conditions, dive-site depths, and other factors, can increase. Thinking in terms of carrying out a well-managed dive, there are some suggested practices that may not apply in all circumstances but could be useful when supervising dive ac- tivities. Basically, the approach means dive leaders learning what they can about their divers before dives begin. This can be assisted by reviews of their certifications and experience, by having c-cards and logbooks examined prior to dives, etc. It can also be beneficial for buddy teams and group assignments to be influenced by such information when possible. Such a regular process can also provide valuable insights re- garding potential problems, which buddy teams may generally benefit from closer attention and which may actually need some special assistance, especially when considering the likely Dive into Dr. Alex Brylske’s Book: BENEATH THE BLUE PLANET
by the professional team conducting the dives. While it is never possible to completely eliminate the risks of a dive going wrong or an accident occurring, it is possible to design and adhere to a well-established process that has clearly been put into place for the purpose of increasing overall diver safety. In the sad occurrence of a dive accident, at least we can have formally organized the dives in a manner that allows us to demonstrably have sought the information and insights possible to use in establishing buddy teams; de- termining dive sites; and evaluating conditions based as much as possible on the experience and likely dive skills of the divers in our care on any given day.
These elements are not only strongly supportive of dive safety, but also extremely valuable in estab- lishing a high level of professionalism should an accident – and potential litigation – occur.
email Al
A fascinating look at our oceans, marine biology & more! Great for classrooms and every dive retailer’s library!
Retailers please contact: info@reefsmartguides.com
INNOVATIONS
The New Generation of Dive Operator Software Platforms by Gil Zeimer , ScubaStoryteller.com and Zeimer.com, CA
F OR DECADES, dive operators relied on clipboards and pencils to evaluate divers, record certification progress, schedule gear servicing, manage check-ins, and welcome resort guests. Today’s software platforms streamline those tasks, but what distinguishes them, and which system best fits your business? Current platforms offer diver onboarding, certifications, medical forms, waivers, equipment tracking, trip management, guest profiles, automated communications, and alerts requiring attention. Several companies below will exhibit at DEMA, offering live demonstrations. Taglines came from company websites. Scuba Sense Inc. – Trip management software that stream- lines surface prep. Scuba Sense replaces manual check-ins and spreadsheets with tools for trip operations, diver- readiness assessments, logistics, and roster analytics. Its Diver App collects certifications, skill and comfort levels, gear in- formation, flights, and guest details. The company is recruiting its Founding 50 during Early Access. Visit ScubaSensePro.com or DEMA Booth #2315. OneDive, Inc. – A digital dive shop: the only platform a dive store needs. OneDive serves distributors and dealers through B2B and retail point-of-sale products. Free, Plus, and Pro versions accommodate growing shops and high- volume, multi-location operations. Catalog price syncing, e-commerce updates, and dealer application processing reduce administrative work, while distributors can share product information with dealers. DiveSight.ai – Know what you’ll see before you dive. Di- veSight forecasts marine-life abundance and underwater vis- ibility for more than 28,000 dive sites. Forecasts consider waves, wind, runoff, currents, tides, plankton, depth, and geography. Charter Members receive a customizable conditions widget, verified listings, DiveSight Pro for staff, and a Charter Member badge. Dive Shop 360 – Manage your dive shop with a single so- lution. Dive Shop 360 manages courses, certifications, gear repairs, trips and classes, payments, and customer commu- nications. Its point-of-sale system is designed for dive retailers. Visit DiveShop360.com or DEMA Booth #2232.
ScubaHub – Run your dive center without drowning in paperwork. ScubaHub combines bookings, forms, payments, onboarding, certifications, dive history, gear sizes, and medical forms. It can flag medical conditions, inactive divers, and experience gaps before guests board. A free 45- day trial is available. DiveSync – Run the center. Keep the human part. DiveSync connects customers, bookings, courses, retail, gear rentals, records, and websites. Its AI assistant, Finn, helps teams create content, answer customers, handle administrative work, and identify suggested actions from business data. Diversdesk – Effortless dive center management at your fingertips. Diversdesk offers paperless operations, automated tasks, registration forms, waivers, medical clearance forms, and tools designed to improve efficiency and support envi- ronmental sustainability. DivePlanner Pro – Dive center management software built for professionals. DivePlanner Pro provides 11 digital modules covering schedules, dive sites, bookings, payments, inventory, accommodations, packages, staff, certifications, vouchers, multiple languages, and analytics. A 14-day trial is available. ScubaShop – The complete dive shop platform: Run the entire shop. From one app. ScubaShop combines point-of- sale and card payments with rentals, serialized gear, inspected tank fills, courses, certifications, trips, charters, scheduling, maintenance, and bookkeeping under one login. The best platform is the one that fits your business. Identify your friction points, then choose the system that best supports your staff and the diver experience you want to deliver. To discuss promoting your scuba-related business, contact Gil at gil@zeimer.com. About the author: A PADI diver for over 40 years, Gil has authored more than 300 scuba articles and newsletters. His book, “Scuba Storyteller: Mostly Humorous Diving Tales by an
Addicted AquaNut,” is available at BestPub.com. On November 3, 2026, he will give two DEMA- sponsored presentations and also appear at DEMA’s Author’s Corner.
email Gil
16 | SCUBA DIVING INDUSTRY
DEMA #931
DEMA SHOW
The Unwritten Rules of the Show Floor from the Corner of Truth & Style by Suuz Martines , Owner, Scuba Do Rag Apparel, NC
B EFORE SCUBA, I WAS A visual merchandiser and conceptual designer, already developing CoCo Chez- naynay®, Secret Agent of Truth & Style™, built around owning who you are and facing your fear. Then I started scuba lessons and, rather inconveniently, I had to test her philosophy myself. Learning to dive gave me a whole new environment to ob- serve: the people around me, what was working and what wasn’t. That habit still guides how I look at a trade show floor, and life. So yes, there may be a little Secret Agent in here, too. Observe first. Read the room. Gather your intel. Then proceed accordingly. Recently, a question in an industry social media group caught my attention. A new international dive retailer had been offered an exhibitor badge and wondered whether ac- cepting it would allow her to accomplish what she was coming to do. Her question made me realize how much of trade show culture is simply assumed. Your Badge Says More Than Your Name: Your badge tells people why you are there and, particularly when you are wearing an exhibitor badge, who you represent. If you aren’t sure which registration category fits your role, ask. DEMA recommends choosing the category that best reflects what you are coming to do. And learn to read the badges. Every good Secret Agent knows to check the credentials. They offer clues about someone’s role at the show. When our booth gets busy, I remind my staff to recognize the Buyer badge and notice when a buyer may be waiting. If you’re visiting with an exhibitor or catching up with an old friend, look around oc- casionally. If someone is waiting to do business, that may be the moment to pause. It isn’t about one badge holder being more important than another. It’s about reading the room. Read the Booth Before You Enter It: The dive industry is wonderfully social. For many of us, DEMA is part business meeting, part reunion. But if you’re having a 20-minute conversation with an old friend while potential customers approach and leave, perhaps relocate the reunion. In Secret Agent language: observe first. Read the room. Know when to step in and when to step aside. A booth may look effortless, but someone spent hours or days planning it. Merchandise on display is not necessarily a
free sample, and that unorganized pile may actually be a buyer’s order in progress. Ask before picking something up, and find another home for the coffee cup, lunch plate or half-eaten convention-center cookie. Your visual merchandiser will thank you. Networking Is Not the Same as Prospecting: One of the best things about DEMA is the opportunity to meet people. Make connections. Introduce yourself. Ask questions. But there is a difference between networking and using someone else’s booth, badge, introduction or customer relationship as a shortcut to pitch your own business. There’s also a trade show term worth knowing – Suitcasing: In general, it refers to attending a trade show without exhibiting and actively soliciting business on the show floor. Build your own relationships, but pay attention to where you’re standing and whose conversation you’re entering. An exhibitor has invested in booth space, travel, displays and staff. There are only so many show hours to meet customers and buyers. Networking should add to the show experience, not interrupt someone else’s opportunity to do business. Plus it’s strictly against the show rules! If You’re Wearing Someone Else’s Badge: If someone has invited you to help in their booth, don’t assume you auto- matically understand trade show culture. We don’t know what we don’t know. Ask what’s expected. Know how to respond when a buyer enters, which questions you can answer and when to ask for help. While you’re wearing someone else’s exhibitor badge, you’re representing that company even when you leave the booth. If someone is working with a buyer, give them the same room to do business you’d want someone to give you. Access also comes with confidentiality. Customer information, pricing, unreleased products and behind-the-scenes business information aren’t yours to repeat, photograph, share or use for your own advantage. It has taken me roughly 25 years to build the trust that brings buyers and customers back to my booth. When I put my company’s badge around someone’s neck, I’m extending some of that trust to them. Meet people. Make connections. Build your own relationships. But don’t use someone else’s introduction, booth, badge or customer relationship as a shortcut to pitch your own business.
18 | SCUBA DIVING INDUSTRY
Remember Who You Represent: DEMA’s Nicole Russell put it simply: “Remember you represent your company. Be friendly, welcoming and professional whether you’re exhibiting, buying or simply walking the floor.” That doesn’t end when the exhibit hall closes. DEMA has receptions, dinners, parties and plenty of socializing. But we’re still surrounded by customers, colleagues and others in our industry. Enjoy yourself, but know your limits. I learned this lesson the uncomfortable way. One year during setup, a fellow exhibitor recognized one of my booth assistants from the previous show. What he remembered wasn’t ScubaDoRag or something wonderful she had done in our booth. He remembered how intoxicated she had been the year before. And I did not know. That stopped me in my tracks. She had been on her own time, but a year later, that was the memory connected to someone who had represented my company. Once an im- pression has been made, you don’t get to go back. Watch Your Finprint: Divers should understand this better than most. Put us underwater and suddenly we’re learning a whole new awareness of where our body and fins are in space. We learn our finprint: how much room we actually occupy and how our movement affects the people around us. DEMA SHOW continued
A busy show floor isn’t so different. Your footprint may include a group conversation spreading across an aisle, the rolling bag behind you or standing in front of another ex- hibitor’s booth while you finish a story. Again, none of this requires a rulebook. It requires noticing. Where am I standing? Is someone waiting? Am I making it easier or harder for the people around me to do what they came here to do? Professional Doesn’t Have to Mean Stuffy: DEMA is built on experiences, travel, adventure, stories and friendships. We should laugh, reconnect, welcome a newcomer and send someone toward a booth they shouldn’t miss. Professional courtesy isn’t about making the show more formal. It’s about making room for all of that while remembering why everyone is there. After all these years exhibiting, I’m still learning, too. Others experience the show from different sides of the aisle or notice things the rest of us stopped seeing. These are my observations from one corner of the show floor, not the final word.
The best show culture isn’t created by a list of rules. It’s created by an industry willing to share what it’s learned.
email Suuz
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DEMA SHOW
Steps to Take to Prepare for After the DEMA Show by David Prichard & Lily Mak , Enchanted Sea Images, Inc., Dallas, TX
Y OU HAVE JUST FINISHED a very busy four days of DEMA Show action and are now back at your dive center ready to cash in on all those contacts you made and information you collected. So, now what? Many dive center owners and managers probably come back to a pile of work on their desk that needs instant attention like inquiries, scheduling or service issues, new in- ventory deliveries that need processing, and maybe even covering a class or two due to a sick staff member. After a few days of putting out those store fires, you now get a chance to go through those bags of brochures and business cards you collected from the show. But you start asking things like “Why did I pick this up?” or “Who is this person?” A week after the show these “hot topic” items have probably been moved to your “back burner” list of things to do. To avoid this scenario, Rich Thomas, owner of two Inter-
national Scuba locations in the Dallas area of Texas (and DEMA board member), suggests making time at the end of each evening of the show to go through all of the material and business cards (both paper and digital) you collected that day while it’s still fresh on your mind and make notes for fol- low-up actions that need to take place within the week following the end of the show. That evening is also a good time to discard any material you decide is not really that im- portant to your business so that you don’t go back with a lot of “clutter.” Thomas said it was important to reach out to the people who are on your “follow-up notes” list, and a good way to do that is either texting or pinging them on social media (and sometimes email) while you are in the hotel or at the airport on your way home. This starts a line of communication with the person that you can then follow up on when you get back to your home or dive center. “Hey, it was great meeting you
and I want to follow up on . . .,” he gave as an example of an opening message. Another resource that Thomas said he uses is the DEMA Show App , which provides detailed exhibitor contact infor- mation, as well as the show’s attendee list (with contact infor- mation), for communicating with companies and individuals who he didn’t get a chance to see at the show but wanted to meet. He gave an example of being referred to a person who specialized in dry suit repair by several people he knew at the show, but who was an attendee and not an exhibitor. Using the DEMA attendee list, he was able to contact the person DEMA SHOW continued
you need and can ship it to you. Staff meetings after the show
After getting back from the show, it is important to quickly schedule staff meetings with your training staff, retail staff, and repair service technicians so the information garnered from the show seminars and meetings can be relayed to the rest of the staff that did not attend the show. The instructors and divemasters need to know about any changes coming to their agency’s training process. The retail staff can learn about new proven sales techniques that were taught at the many marketing and sales seminars at the show. There are usually
and set up a service agreement based on the rec- ommendations of the people he knew and trusted. If your dive center offers instructor development classes and you meet another dive center owner/manager at the DEMA Show who wants a quote for the IDC training for their staff, then Thomas said it was important to quickly respond with pricing and schedules so that you are the first to give them a quote which can give you an advantage for winning the business ahead of other quotes that come in later after the show. Placing new product orders and confirming existing orders. The DEMA Show is a place where new scuba products are displayed in the New Product Show-
multiple manufacturer-sponsored equipment repair clinics held throughout the show, so the staff attendees can pass along information to other dive center technicians about new tools or servicing techniques. Additions to your travel schedule While many dive centers have their “signature” dive trips scheduled years in advance, the DEMA Show provides a good opportunity for dive centers to check out new locations for either future major dive trips or some smaller, more economical dive destinations to offer your clients in between the major trips to keep your clients active. Besides direct travel profit for the dive center, these trips often inspire
case or mentioned at the exhibitor booth as a new product that is coming down the pipeline. “We are all suckers for something shiny and new,” Thomas said, “so I may place a test order at the show to see if it is a hit in the store.” He said he posts the new item on his social media and asks customers to come check it out. For existing store product lines, Thomas said he rarely places any new orders at the show unless it is a pre-order of a product that is just about to come out. He said there are rarely any true specials at the show, as everyone is offering “DEMA Specials” way ahead of the show dates to try and tie up your purchasing budget ahead of competitors’ “show spe- cials.” “I’m all about relationships and ordering products from people I know and trust versus salespeople who are just trying to get my order,” Thomas said. These relationships are important to develop and help you find out when products are going to be shipped or if there will be any expected delays, he said. Relationships with other dive centers are im- portant because they might have extra inventory of a product
participants to take advanced classes to prepare for the trip, buy new gear for the trip, and bring in their current gear for servicing. “We track potential dive trips to see if they fit in well with our clientele and their schedules,” Thomas said. Thomas said it was important to know and understand your travel clients, as some may be able to afford extended trips to far-off desti- nations, while others may only have vacation time and travel allowance for either a long weekend or a one-week adventure to a closer location that fits their budget. In Summary: After the DEMA Show is over, there are many follow-up action items that need to take place in order to take advantage of attending the show. Instead of putting these items on the “back burner” when you get back, it is im- portant to follow the old adage of “strike while the iron is hot” to ensure your mission to the show is a success for your
dive center. Following up quickly with contacts, manufacturers, travel companies, and your entire staff after the show will keep the momentum going for a positive boost to your business.
email David
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RETAILING
Part 2: A Generational Approach to Marketing by Cathryn Castle Garcia , Owner, ClearStoryCoach.com, The Azores
A FTER READING LAST MONTH’S column, “Who’s Buying?: A Generational Approach to Marketing,” a dive center employee emailed, asking, “Do you have any tips for planning social media posts using the generational approach you describe in your arti- cle?”
They are broad, cross-generational platforms. And Instagram isn’t exclusively for Millennials or Gen Z. The platforms overlap. When employing a generational approach to marketing on social media, rather than saying, “Boomers use Facebook.
Gen Z uses TikTok,” keep in mind that different generations have different concentrations of attention across different platforms.
Regardless of what generation we’re grouped into, people use di ff erent platforms for di ff erent purposes. The trick is to fi gure out how our potential customers are using the socials, and then target our content accordingly.
Great question! I hadn’t intended to make this a two-part series, but my email response ended up turning into this article. So, to my new friend Amy, thanks for the inspo. Generations and Generalizations Regardless of what generation we’re
Here’s a personal example: I use Facebook to maintain online relation- ships with friends and family; Instagram for inspiration; TikTok to be enter- tained; YouTube for learning from how-to videos; WhatsApp for texting and calling; LinkedIn to cultivate professional relationships. How people use social media matters enormously for dive centers. Borrowing from my example, imagine I’m your
grouped into, people use different platforms for different purposes. The trick is to figure out how our potential customers are using the socials, and then target our content accordingly. YouTube and Facebook are not “old people’s platforms.”
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customer who’s researching learning to dive. I might: discover scuba on TikTok; watch a how-to video on your YouTube channel; explore your Instagram account; read comments on your Facebook page; visit your website; message you through WhatsApp. Then, visit your dive center to get more information and schedule a course. Our customer might move through various social media mediums while on a decision-making journey. The job of social media isn’t necessarily to close the sale on every platform. Sometimes its job is simply to move the customer one step closer. Baby Boomers (1946-1964): Facebook, YouTube and the Power of Trust: For Baby Boomers, Facebook remains an important social platform, while YouTube has enormous cross-generational reach. But the bigger opportunity may be understanding what kind of content works for this audience. Boomers don’t necessarily need to be entertained into buying scuba diving. They may need to be reassured. Remember the questions from my previous article: Can I trust you? Are you experienced? Is diving safe? Will I be comfortable? Will I enjoy traveling with your group?
That suggests a social-media strategy based heavily on trust- building content. Use Facebook for community and credibility. Examples in- clude customer stories, trip announcements, trip photos, club activities, and congratulating students. Don’t make every post an advertisement. Show that your dive center is a real community populated by real people. Use YouTube to answer questions and provide how-to ex- amples. YouTube is particularly valuable because it can function as both a social platform and a search engine. Potential YouTube topics that would appeal to all customers, especially Boomers, include: What should I expect on my first scuba dive? ▪ What does scuba certification actually involve? ▪ What should I know before my first dive trip? ▪ For this audience, social media should frequently answer one fundamental question: “Why should I trust you with my diving experience?” Generation X (1965-1980): Facebook, YouTube and In- stagram - But Make It Useful: Marketing to Gen X is less about choosing one platform and more about choosing the right content. Give Gen X information that saves time, because their time is often limited. Use Instagram to entice Gen X by combining beautiful photos with practical information. Use Facebook for community building. Use YouTube for Q&A and how-to videos. For Gen X, ask, “How can our social media make the decision to dive easier?” Make sure booking information is concise and easy to understand. And remember to create “getting back into diving” content, because this generation might have put scuba on pause when work or family com- mitments required it. Millennials (1981-1996): Instagram, YouTube, TikTok and Community: Millennials are an especially important audience for dive centers because many are now at an interesting intersection of career, disposable income, travel and experience-seeking. They may be planning adventure va- cations. They may be introducing their partners to diving. They may be looking for new experiences and for communi- ty. When marketing to Millennials, ask, “What story can we tell that makes someone want to be part of this experience?” Instagram is where you can sell the dream with beautiful imagery and stories that create emotional connection. Use TikTok to make scuba discoverable with bite-sized point-of-view content. Examples include:
If your marketing message isn’t CLEAR, all you’re making
is NOISE. I can help. Hi, I’m Cathryn. I specialize in branding and marketing strategies for the scuba industry. Visit my website for a FREE Brand Messaging Guide. Email me at hello@clearstorycoach.com to schedule a call.
CLEARSTORYCOACH.COM
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POV: You just descended on your first scuba dive. ▪ What people think scuba diving is like vs. what it’s actu- ▪ ally like. A day in the life of a dive instructor. ▪ Don’t overlook YouTube simply because TikTok is trendy, so load longer videos to YouTube. Generation Z: TikTok, Instagram, YouTube and Human Connection: Gen Z doesn’t simply consume content. They participate in culture. To attract Gen Z, your brand should behave like a person rather than a billboard. The key to Z is to create belonging. For example, show the dive, but also show the people who dive. Make it relatable in a “this could be you” way. Your TikTok videos might include; meet the crew, diver of the week or ask an instructor. Don’t use TikTok or YouTube for advertising prices. Instead, answer the “silly” questions people want to know but are usually afraid to ask. Examples include: What does scuba equipment actually do? ▪ Is it easy to see through the scuba mask underwater? ▪ What happens if I have to pee while diving? ▪ Show Gen Z people rather than products, feature young divers, and encourage customers to create content. For Gen Z, ask: “How can we make someone want to join our com- munity - not just buy our product?”
Adapting the Message: When I talk to dive center owners about posting to social media, I tend to hear, “I don’t have time to create all this content!” Here’s the solution: Create one good piece of content and adapt it so it appeals to all generations, across all platforms. For example, have one of your instructors record a five- minute video: “Five Things I Wish Every New Diver Knew.” Here’s how you might use it: YouTube: Run the full five-minute video. ▪ YouTube Shorts: Five individual tips. ▪ Instagram Reel: One good 30-second tip. ▪ Instagram carousel: Five things every new diver should ▪ know. No matter what generation you’re marketing to, or what platform you’re using, the message is essentially the same, “You’re going to love being a scuba diver and exploring the underwater world. We’re excited to help you get started. Come join our community.” Facebook: A story with the video. ▪ TikTok: The most surprising tip. ▪
I’d love to hear about your successful marketing with social media. Email me at hello@clearsto- rycoach.com.
email Cathryn
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