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!
SCUBA DIVING INDUSTRY
JANUARY 2025 PUBLISHED BY CLINE GROUP
RETAILING MANAGING CASH FLOW 6 SUCCESFUL COMPANY CHARACTERISTICS TRAVEL GROUP LEADER’S ROLE DIVE ITALY, NEW UNDERWATER MAPPING BUSINESS EDU FORECASTING & MANAGING SOCIAL MEDIA ACCOUNTS SAFETY SITUATIONAL AWARENESS ECO PRO WHAT IS BLUE CARBON
Cover photo by Cristian Dimitrius, Bahamas
TRENDS IN DIVE RETAILING, TRAVEL & TRAINING
SCUBA DIVING INDUSTRY™ MAGAZINE • JANUARY 2025
CONTENTS PAGE 5 FROM THE PUBLISHER The Power of Influence: How Our Circulation Shapes Millions of Divers PAGE 7 SAFETY Dan Orr: Situational Awareness & Addendum to Last Month’s Article PAGE 9 TRAVEL Peter Symes: Diving into Europe – Italy and the Agony of Choice PAGE 11 BUSINESS EDU Al Hornsby: Diving Risk Management: Part 2 Tempting Probability
ADVERTISER’S INDEX 2 & 3 Aggressor Adventures 6 Diver’s Alert Network (DAN) 7 ScubaRadio 9 NOGI Awards 2025 10 Aggressor Adventures 11 Sea of Change Foundation 12 ScubaWeather.com 12 Barefoot Cay Resort, Roatan 15 Wayne B. Brown’s New Book 15 Big Animal Global Expeditions 16 & 17 DIVO By Scubatech 21 Blue Force Fleet Liveaboards 22 Reef Smart Guides 23 Neal Watson’s Bimini Scuba 24 Beneath the Sea Dive Show, NJ 24 Virgin Cruises Dive Industry Party 27 X-Ray Magazine 27 Sea Experience, Ft. Lauderdale, FL 28 Seacure Custom Mouthpieces 28 Clear Story Coach 28 Cline’s 4th Quarter Survey Request 30 All Star Liveaboards 33 Dive Newswire 35 Explorer Ventures Liveaboards BACK COVER DEMA
PAGE 14 PHOTO PRO
PAGE 29 ECO PRO Alex Brylske, Ph.D.: What is “Blue Carbon” and Why Should I Care?
Amos Nachoum: Face- To-Face with with the Greenland Shark
PAGE 18 BUSINESS EDU
PAGE 31 RETAILING Jeff Cinciripino:
Gil Zeimer: Part 2: How To “Blue” Your Business in 2025 – And Make More Green
Watching Your Wallet - Managing Expense and Improving Cash Flow PAGE 34 INNOVATION Lisa Malachowsky: Exploring Reef Smart Guides: The Future of
PAGE 20 BUSINESS EDU
Cathryn Castle Garcia: A Different Kind of Blue: The Social Media App Bluesky PAGE 22 BUSINESS EDU Wayne B. Brown: Establishing a Clear Target
Dive Mapping PAGE 38
2024/25 INDEX Article Archive for 2024/25
DIVERTISE WITH US! INCLUDE US IN YOUR 2025 MEDIA PLAN!
PAGE 13 TRAVEL
PAGE 25 RETAILING
David Prichard & Lily Mak: Leading a Scuba Trip Part 2: The Trip Leader’s Role
Terry Cummins, Ph.D.: The 6 Characteristics of a Successful Company
media kit
PAGE FOUR | SCUBA DIVING INDUSTRY
FROM THE PUBLISHER
THE POWER OF INFLUENCE: HOW OUR CIRCULATION SHAPES MILLIONS OF DIVERS WORLDWIDE
Yes, we dive. Just last week, I was in Curaçao, enjoying an incredible dive with Ocean Encounters. Afterward, my long-time dive buddy, Mark Young, asked, “ After all these years and thousands of dives, why do you still dive?” His question made me pause — why?
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 editorial re- quests, 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 official policy or position of Cline Group LLC or any of its affiliates. © 2025, all rights reserved by Cline Group LLC. Terry Cummins, Ph.D., Australia/Oceania Cathryn Castle Garcia, Azores, Portugal Cristian Dimitrius, Brazil Al Hornsby, Singapore Lisa Malachowsky, Phoenix, AZ Amos Nachoum, Pacific Grove, CA Dan Orr, Driggs, ID David Prichard & Lily Mak, Dallas, TX Peter Symes, Denmark Gil Zeimer, San Rafael, 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 Gavin Young, SE Asia Advertising Sales Walker Cline, Digital, Social & SEO Strategist Contributors: Wayne B. Brown, Augusta, GA Alex Brylske, Ph.D., Avon Park, FL Jeff Cinciripino, Rocky Hill, CT SCUBA DIVING INDUSTRY™ MAGAZINE JANUARY 2025 VOL. 2, NO. 1
Like many of you, my passion for diving began early and has never faded. Most of us entered the professional side of this industry because of that passion. No matter where we dive — warm waters or cold — the experience remains the same: breathing… weightless… like an astronaut on Earth. That feel- ing, that connection, is why we do what we do. That’s exactly why this article kicks off the first issue of 2025. As dive retailers, instructors, and staff, your influence on new divers is profound and lifelong. Most of us remember
William & Mark Shore Diving in Curacao
our first instructor — their name, their face, their voice — because they were our first and most important influencer in the sport. Influencers play a massive role in purchasing decisions today. In the dive industry, that power belongs to you: dive store owners, instructors, and staff. New divers rely on you for guidance on gear, travel, education, and services. You shape their de- cisions, and that influence is worth investing in. Consider this: There are 966 dive stores in the U.S., each with an average mailing list of 2,500 customers — that’s 2.4 million divers influenced annually . Expand that globally, and Scuba Diving Industry Magazine connects with over 5,000 retailers in 165 countries, plus 12,000 more dive professionals worldwide. That’s millions of divers influenced by industry professionals like you. This reach makes our magazine unique. So, why should advertisers take notice? Influencer marketing isn’t just a social media trend — it’s a proven strategy used by the world’s biggest brands. In our industry, dive instructors and re- tailers are the true influencers. While social media influencers with 300,000 followers have impact, when it comes to driving equipment sales, travel bookings, and continuing education, nothing compares to the influence of local dive retailers and their staff. Supporting this magazine means reaching those key decision-makers — the professionals who directly guide divers on what to buy, where to travel, and how to continue their dive journey. In 2024, our advertisers recognized and leveraged this power, and we look forward to building on that momentum in 2025. If you’re a manufacturer, tourism board, liveaboard, training agency, or resort, you need to be in this magazine. Why? Because we are divers. I’m a diver, my staff are divers, and our writers are all dive professionals. This magazine is created by the industry, for the industry , ensuring every page speaks directly to the professionals shaping the future of diving. Here’s to another year of growth, influence, and passion for the dive industry. See you underwater.
PAGE FIVE | SCUBA DIVING INDUSTRY
email William
William Cline, Publisher
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SAFETY Situational Awareness – by Dan Orr, President, Dan Orr Consulting
Situational awareness is the ability to perceive, understand, and effec- tively respond to what is happening around us. From a scuba diving per- spective, it involves comprehending dynamic circumstances around us that may affect us during a diving
protocols and procedures can be deadly. An important element of situational awareness is under- standing the need to take responsibility for one's own safety. Divers, even the most safety conscious and observant of us, simply cannot see everything and cannot stop every potential unsafe practice or behavior. Therefore, every diver needs to understand that they are primarily responsible for their own safety. This philosophy should be also shared by their diving companions. Another important facet of situational awareness is learning to trust your "gut feeling" or intuition. Many times, a person’s subconscious can make us aware of subtle signs of danger or unsafe practices that we may not be consciously aware of. Trusting your gut and avoiding a potentially dangerous situation may cause some inconvenience, but ignoring such feelings can lead to serious trouble. Situational awareness generally involves a conscious effort to pay attention to surrounding events and gut feelings, even while you may be busy and distracted during pre-dive preparation or the diving ac- tivity itself. At such times even obvious errors or dangerous situations can go unnoticed, so individuals need to learn to be observant even while doing other things. It is important to stress that situational awareness does not mean being paranoid or obsessively concerned about safety, which will certainly detract from the enjoyment and exhilara- tion of the diving experience. The basic level of situational awareness that should be practiced most of the time is relaxed awareness, a state of mind that can be maintained indefinitely without all the stress and fatigue associated with focused aware- ness. Relaxed awareness allows you to enjoy scuba diving while rewarding you with an effective level of personal safety. When people are in a potentially dangerous situation (which, in reality, can be on any dive), they should maintain a state of relaxed awareness. Then, if they spot something out of the ordinary,
experience, gathering relevant information, analyzing it, and making informed decisions to prepare for or successfully ad- dress any potential risks, hazards, or events that might affect our safety or the safety of those we dive with. In sports, such as scuba diving, where safety is a paramount consideration, proficiency in technical/mechanical diving skills is obviously necessary. Technical skills, however, on their own are not completely sufficient to make every diving experience safe and enjoyable. Non-technical skills, such as situational awareness, are just as important as scuba diving’s technical knowledge and skills.
It is important to note that situational awareness involves a diver being aware of their surroundings, identifying po- tential threats, and keeping a lookout for potentially dan-
gerous circumstances. This situational awareness actually begins during the pre-dive preparation phase. Situational awareness is not only important for recognizing direct threats to your safety and the safety of those you dive with, it also serves to identify potentially dangerous circumstances before the dive, if possi- ble. The primary element in establishing situational awareness is first to recognize that threats or dangerous situations do exist. Even though we agree that scuba diving is a safe sport, we do understand that it takes place underwater, a very unforgiving environment. If we ignore or deny that fact, we make our chances of quickly recognizing an existing or emerging prob- lem and avoiding or correcting it highly unlikely. We must admit that bad things can happen even to the most experienced of us. Apathy, denial, complacency or violating standard safety
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PAGE SEVEN | SCUBA DIVING INDUSTRY
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SAFETY continued it can be quickly analyzed and a decision can be made about whether or not it requires action. For experienced divers, things like this happen on almost every dive. We see something out of the ordinary, we analyze it, take corrective action, and con- tinue the dive without any significant issues that detract from our enjoyment. For example, on a recent dive trip, I noticed a nearby diver staring at their submersible pressure gauge (SPG). I swam over and noticed their SPG needle fluctuate each time they took a breath. Recognizing what was happening, I reached back and opened their cylinder valve, increasing the flow of breathing gas, and solved the problem. Although this was not a direct threat to my safety, it definitely was to this diver. And, it could have been a threat to my safety, had the diver been less
Any overhead environment, whether it be kelp, rock, ▪ ship, or surface vessel traffic And anything that could compromise your safety or the ▪ safety of those you dive with By being truly situationally aware and understanding those things in diving that may compromise your safety, you can make adjustments during your dive that help you avoid or mit- igate potential risks. To improve our situational awareness, gain experience. Re- member, experience-especially recent experience-is critical to being able to effectively react in an emergency situation. Have effective communication throughout the dive with your diving companions. When you share and analyze past diving experi-
experienced, panicked, and came to me in a perceived out-of-air emergency. Instead, the diver was calmly trying to figure out the problem that I was able to solve by simply correcting the partially opened cylinder valve. Things like this may occur on any dive where a diver with lots of experience, es- pecially recent experience, is confronted with a potentially dangerous situation and manages the threat successfully. They never really see it as a truly dangerous situation.
ences and the experiences of others, it en- ables you to consider possible solutions if those same circumstances were to occur again. Scuba diving is a wonderful, and some say transformational, recreational experience. By understanding that the diving environment is very dynamic, we can enhance that enjoy- ment by being prepared. Situational aware- ness is also a dynamic, continuous process that involves continually checking and eval- uating the situation around you, comparing
On the other hand, a diver with less experience, confronted with the same potentially dangerous situation, may not be able to successfully manage the threat. This could lead to a series of incorrect decisions, resulting in an injury or death. This situational awareness process also demonstrates the im- portance of people being familiar with the diving environment and the potential dangers that are present there. Such awareness permits some threats to be avoided and others to be guarded against when we enjoy a diving experience. The components of being situationally aware should include, but not be limited to such things as: You and your diving companion’s breathing gas supply ▪ Your dive plan and how it relates to your current bottom ▪ time Your depth, any currents, surges, or surface wave ac- ▪ tions, and changes in visibility Your position in relation to your goals on that dive, and ▪ your current position relative to the desired exit point The workload you are experiencing during the dive. The ▪ saying, “If you are working hard on a dive, you must be doing something wrong,” should be your diving mantra
what you see with what you know to be within your dive plan, and safe behaviors. Scuba diving safety, after all, is no accident. “Situational awareness is the currency that buys you the time and op- portunity to solve a problem” Addendum to My Article : Confronting the Danger from Within Immersion Pulmonary Edema (IPE/IPO). Shortly after my article Confronting the Danger from Within Immersion Pulmonary Edema (IPE) was published in the December issue of Scuba Diving In- dustry Magazine, I received information that the South Pacific Underwater Medical Society (SPUMS) had published a paper in Diving and Hyperbaric Medicine Vol 54 that included a 5- point position statement jointly released by SPUMS and the United Kingdom Diving Medical Committee (UKDMC). The position statement directly references divers who have had IPE/IPO. One statement point was. “SPUMS and UKDMC
strongly advises against further compressed gas diving if an individual has experienced an episode of IPO. For further information, click here for Divernet’s post. NOTE: I believe this issue war- rants further investigation.
email Dan Orr
PAGE EIGHT | SCUBA DIVING INDUSTRY
TRAVEL
Diving into Europe: Italy and the Agony of Choice – Calabria – by Peter Symes, Publisher, X-Ray Magazine
Rome, Venice, Michelangelo, Leonardo da Vinci, Chianti wine, world-class cui- sine, unique local dishes, extraordinary museums, and ancient monuments— does Italy really need an introduction?
I believe nothing compares to Southeast Asia in terms of biodiversity and vibrant coral reefs, but just look at the lush yet confusingly named black coral bushes. The ‘Gorgonian forest’ leaves room for many other coelenterates, including centuries-old specimens of the cylinder anemone, with ex- tensive crowns of white tentacles. In this exhilarating setting, it is possible to encounter special and rare creatures, such as the John Dory and anglerfish. The dominant colors of these
This is one of my favorite countries to visit, as picturesque as it is historic, effortlessly blending elegance with culture. Beyond its art, history, and culinary delights, Italy also offers
an array of diving opportunities. From the vibrant marine life of the Ligurian Sea to the underwater cliffs of Sardinia and the pristine waters of Calabria, each region presents a unique underwater experience. With so much to explore, singling out just one destination would be a disservice. That’s why, in this six-part series, Italy and
indescribable underwater environments are yellow and red; a conspicuous and abundant colonial coelenterate is respon- sible for these intense colours: Gorgonian Paramuricea clavata. The Calabrian Tyrrhenian Sea will offer its best just before meeting with the Ion- ian Sea near the Strait of Messina. Along
Gorgonian Paramuricea clavata
the Agony of Choice, I’ll spotlight Italy’s most remarkable dive regions. This month, I begin with a recommendation from my Italian fellow editor, Simone Albanese: Calabria, the "heel” of Italy’s boot. For U.S. travelers, reaching Calabria typically involves flying into Rome and embarking on a coastal road trip—an unfor- gettable experience in itself. Calabria is not only renowned for its crystal-clear waters but is also the birthplace of the name "Italy," a legacy left by the Ancient Greeks who settled here in the 8th century BC. The alluring region is dotted with ancient villages, castles, and archaeological parks.
Costa Viola, we find perhaps the most interesting stretch of coastline in the entire region, as the coastal mountain range plummets steeply into underwater drop-offs, creating spec- tacular landscapes. Meanwhile, the entire Ionian (eastern) coast of southern Calabria is characterised by mixed seabeds, with rock, sand, and lush seagrass meadows, which form an ideal habitat for many fish species.
With its rich history, dramatic landscapes, and vibrant marine life, Calabria offers an unforget- table diving experience — stay tuned for more of Italy’s top dive spots!
email Peter
Georgienne Bradley environment
LeRoy French sports & education
Becky Kagan Schott ARTS
Dr. Richard Moon science
Dick Rutkowski distinguished service
PRESENTED BY the academy of underwater arts and sciences With the Underwater Society of America https://www.auas-nogi.org/
PAGE NINE | SCUBA DIVING INDUSTRY
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Diving Risk Managment: Tempting Probability – by Al Hornsby, owner, Al Hornsby Productions, Singapore Recently retired after more than 42 years as a senior executive with PADI and is regarded as one of the industry’s most experienced risk management litigation executives. BUSINESS EDU
In last month’s column, we began ex- ploring dive accidents and the difficulty of defending them when litigation arises. This time, we’ll look more closely at the root causes of why many such accidents actually occurred. First, let’s again remind ourselves that diving
1. Not getting a diver medical form when required or allowing a negative answer to be changed (“Well, he told me he was healthy and that he often participated in sports…”). 2. Leaving inexperienced and/or uncertified dive participants alone (“I only looked away for a moment…”) or deliberate choices to do so. 3. Deliberate over-weighting (“It made it easier to supervise because they were less likely to quickly swim off…”). (And yes, these have all been heard in dive cases.) Also, as to the likelihood of litigation, plaintiffs’ attorneys, like most people, tend to pursue the easiest and most winnable cases rather than the more difficult ones. In dive litigation, evidence of any sort
is an activity that has inherent risks, which means that no matter how careful we are, and no matter how closely we follow stan- dards, educational protocols, and supervisory protocols, the risk of something happening can never be brought to zero. The fact is that inherent risks exist in adventure sports, and
our behaviors and choices can help control and minimize those risks or, conversely, expand them to the point that an accident becomes a likely, even- tual outcome. And let’s also keep in mind that the likelihood of a lawsuit being filed as the result of an accident increases exponentially when obvious violations of standards and/or community prac- tices are found to be directly involved. So, the over- all risks—both of an accident in the first place and the probability of a lawsuit being filed—are both
of training or supervisory standards violations significantly encourages a lawsuit being filed— as well as the likelihood of it being successful— even if the standards violation had nothing to do with the accident. In diving’s “real world,” as common sense would suggest, most of the worst accidents and lawsuits over our history have all involved sig- nificant, obvious violations of standards and/or
good community practice. And all too often, such violations were not one-offs but were shown by plaintiffs’ counsel to have been common practice by the stores and/or dive pros involved,
significantly increased when stores, dive educators, and super- visors slip into the habit of ignoring established standards and protocols. And it’s sad to note that some of the most common causes of accident litigation not only involve standards violations but simple common-sense issues as well. Some of the seemingly most common:
participating in “a culture of neglect and cutting corners.” As such, the defense of such cases be- comes extremely difficult, also inviting a plaintiff’s demand for punitive damages, which are often not covered by insurance.
email Al
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TRAVEL
Leading a Scuba Trip Part 2: The Trip Leader’s Role – by David Prichard and Lily Mak, Enchanted Sea Images, Inc., Dallas, TX
If you want to build up your dive travel business, you need to develop customer loyalty by keeping your cus- tomers happy with their trip experi- ences and ensuring they know you are “there for them” should prob- lems arise. This is the job of the fully-
This especially includes helping to ensure the group connects with the prearranged ground transportation at their destina- tion. Upon arrival, the Trip Leader assists in getting everyone checked in and handling the necessary paperwork (much of which can be completed in advance under the guidance of the Trip Leader). If there are any issues with the accommo- dations, the Trip Leader typically serves as the liaison between the group and the resort/boat management to resolve any issues or requests. The destination usually has an orientation which is a good time for the Trip Leader to meet manage- ment and confirm all prearranged activities and group perks are on the schedule. Before the trip, communication between the Trip Leader and travelers should include identifying any special occasions
engaged Trip Leader. Similar to the maître d' in a fine restaurant or a concierge at an upscale hotel, the trusted Trip Leader is there to guide the group through the mazes of the journey, help with any issues, and ensure that everyone returns home with big smiles on their faces, ready to sign up for the next offered dive package. Like Mr. Roarke on the Fantasy Island TV series, you are there
to help make their dreams come true. The work begins long before the trip begins. The Trip Leader should be involved in the planning process and know all the details. Even if the trip is part of a travel wholesaler’s package, the Trip Leader and the management team can negotiate extra incentives and activities with the destination resort or boat operation. Through these planning communica-
(birthdays, anniversaries, holidays, etc.) occurring during the trip, and coordinating with the destination’s staff to celebrate them. For example, if it’s someone’s birthday, the Trip Leader can bring a big birthday card for the group to sign and arrange for a birthday cake to be served. If a traveler has gear issues, the Trip Leader should offer assistance or es-
Group Trip St. Lucia
tions, the Trip Leader becomes familiar with key personnel at the destination, and in turn, they recognize the Trip Leader as the primary contact for the group. The same goes for the trip participants. The Trip Leader should meet everyone well before the trip, either in person or through online meetings, so travelers can associate a “face” with the “go-to” person who will guide them on this exotic journey. These meetings provide an opportunity for the Trip Leader to advise trip participants on purchasing or renting gear and accessories that would be useful at the destination, as well as to arrange continuing education courses that could be completed during the trip if the Trip Leader is an instruc- tor. While most dive trips don’t include airfare, the Trip Leader’s flight itinerary can serve as a reference for the rest of the group when booking their own flights. This allows you to act as a rally point at the airport, to guide your group to their destination ensuring they feel supported and “not alone.”
cort them to the dive center to see if repairs are possible. If someone falls ill or is injured, the Trip Leader should help arrange medical care and accompany them if needed. A Trip Leader should instruct the group to report any prob- lems they have with staff or dive guides so that the leader can inform management to correct any issues. In turn, the Trip Leader is also the liaison between the group and management should any issues arise ensuring problems are resolved ap- propriately. The Trip Leader also communicates any changes to the itinerary and that everyone is aware of daily plans. Upon a successful arrival back home from a great adven- ture, your trip participants should feel that they were “in good hands” under your leadership and will anticipate joining you
on the next incredible dive journey. The next article in the series will discuss how to build on a trip’s success, create excitement for future adventures, while building clientele.
email David
PAGE THIRTEEN | SCUBA DIVING INDUSTRY
PHOTO PRO
Behind The Lens: Face-To-Face with An Ancient Predator – The Greenland Shark – Photos and text by Amos Nachoum, Big Animals Global Expeditions
The Arctic was silent, except for the crunch of ice under our boots as we crossed Baffin Island in the winter of 1996. Lancaster Sound stretched out in front of us—a vast, frozen expanse that seemed to go on forever. In this frozen world, isolation felt like a second
against the cold. And then I saw it—a hulking gray mass, gliding up from the depths. The Greenland shark moved with a slow, deliberate grace toward the bait, as if it had all the time in the world. Its size and age were staggering—a relic from another era, a creature that had outlived wars, generations, entire civiliza- tions. My heart raced, but I stayed calm. I raised my camera and took a few shots, knowing I had to act quickly. But it wasn’t just about the shark—I was here to capture some- thing even rarer—it was about the parasites that clung to its eye. At first glance, when I met the shark on its left side, I didn’t see the parasite. I took a dozen images anyway,
skin—tight, suffocating, yet familiar. Each day was a test of patience and endurance, as I searched for a creature that felt almost mythical: the Greenland shark. Before dawn, we would cut through the ice—one hole to
dive, another to tether me for safety. The cold was relentless, gnawing through my gear and sinking into my bones. But the real challenge wasn’t just surviving the freezing temper- atures—it was finding the shark. We used seal carcasses as bait, remnants left behind by polar bears. My Inuit guides would scour the frozen landscape for them, and when
making sure I captured some- thing of this elusive predator. I then repositioned myself, gliding beneath the shark, moving from its left side to its right. We were 45 feet under the ice, and the water shim- mered with an otherworldly light, deep blue, glowing, and faintly illuminating what I had been looking to capture— dangling grotesquely from
The Greenland Shark: Ancient Predator
they found one, we’d lower it into the inky black water, hoping the scent would summon the ancient predator. Days bled into weeks. Some days, the bait was gone— snatched by the shark while I remained unaware beneath the ice. Other days, it hung there, untouched, suspended like a ghost in the frigid water. My frustration grew as I stayed longer and longer underwater, pushing my body to its limits. It wasn’t just about surviving the elements—it was about wrestling with time itself. The Greenland shark, a creature that has an estimated lifespan of two to five hun- dred years, had no need to hurry. But I was running out of time. By the fourth week, I had lost over 30 pounds. My drysuit had become loose, and icy water began seeping in, biting at my skin. Each dive felt like a losing battle. On one par- ticularly grim afternoon, I was ready to call it quits. I sig- naled to my guide to start pulling up the bait. But just then, something shifted—a faint tremor in the water, barely per- ceptible. I froze, holding my breath, every muscle tense
the shark’s cornea—a parasite, rising like a tiny flag in the current. I pressed the shutter again and again, capturing the shark and its companion. After the dive, I surfaced—cold, exhausted, but exhila- rated. My Inuit guides, who had been watching from above had been able to clearly see the shark, and they shared my excitement. The shark’s slow, deliberate movements mir- rored the Arctic itself—ancient, enduring, and unhurried. This creature and parasitic companions, has drifted through the centuries, surviving unchanged as the world above has been transformed beyond recognition. In that moment, beneath the ice, I felt a profound con- nection—not just to the shark, but to the deep, cold un- dercurrents of the natural world. Time moves differently there, stretching and bending, as life persists in ways we can barely understand.
Baffin Island, 1996. Nikon RS, 18mm lens, 1/250 sec, f-8, Provia 400, pushed to 1600 ISO.
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BUSINESS EDU Part II: How To “Blue” Your Business in 2025 – And Make More Green – by Gil Zeimer, ScubaStoryteller.com and Zeimer.com, San Rafael, CA
As a PADI Open-Water Diver for nearly 40 years, Gil has published more than 110 articles in over 25 magazines and websites, plus another 170 newsletters about his experiences from Australia to Aruba, Hawaii to Mexico, and California to Florida.
Blue is the color of the ocean that we all love for diving, snorkeling, and swimming. Blue also symbolizes seren- ity, stability, inspiration, hope, and wis- dom. Best of all, for Part 2 of this series, “blue” can make your business more environmentally aware and friend-
water divers have collected these voracious predators. One of our members, Virginia Bria, says, “We culled whole urchins off the rocks at Van Damme State Park in Mendocino. We then took the baskets to Fort Bragg where Watermen’s Al- liance was working with local fisheries to process the urchins into fertilizer. In recent years, we have been culling them with tack hammers in Caspar Cove and Van Damme State Park.” 4) Support Ocean Conservationists: There are far too many non-profit organizations and charities worldwide that promote ocean conservation to list here. But, over the years, I have supported the Coral Reef Alliance, Greenpeace, Dr. Sylvia Earle’s Mission Blue, PADI Aware, Shark Stewards, The Nature Conservancy’s Ocean Program, and Turtle Island Restoration Network. There are hundreds of local NPOs as
lier to attract and keep more customers. Here are 11 additional “blue” initiatives to consider: 1) Subsist on Sustainable Fish : Overfishing is one of the world’s most critical problems, so educate your customers about the types of fish they should eat that are not on endan- gered species lists. More than 25 years ago, the world-famous Monterey Bay
well, who are all trying to make a difference. 5) Teach Kids About The Oceans From Their Homes : The Hydrous inspires ocean em- pathy and marine stewardship to educate the masses about our blue environment. Marine bi- ologist Dr. Erika Woolsey takes coral reef pho- tos, digitizes them, and creates unique 3D models, which you can then view with her Vir-
Aquarium curated a special exhibit featuring only sustainable seafood. Now, the “Seafood Watch” mobile app and website have become a leading guide for science-based information globally. You can search by species, by U.S. region, and by the most popular sushi items sold in America. For example, the top ten “Super Green List” of seafood is nutritious, healthy to eat, and, most im-
tual Reality goggles online. Combining scalable solutions like VR with multidisciplinary partnerships, she’s making the ocean accessible to 10 million learners by 2030. Imagine how this accessibility can turn more kids into scuba diving students. 6) Host an Ocean Film Screening : The mission of the In- ternational Ocean Film Foundation (IOFF) in San Francisco is to be the premier global platform for ocean literacy and ed- ucation through award-winning independent films. Its annual festival, held this year from April 11-13, will celebrate its 22nd anniversary. Their new documentary, “Sequoias of The Sea” about bull kelp will premiere then. Contact them to ask how you can volunteer, screen some films as a fundraiser for the world’s oceans, or make donations. 7) Celebrate World Ocean Day: June 8 : This day was orig- inally recognized by the United Nations in 2008 to support the implementation of worldwide Sustainable Development Goals (SDGs) and foster public interest in the protection of
portantly, abundant in our oceans. The latest list includes Al- bacore Tuna, Rainbow Trout, Farmed Mussels, plus Alaska Flounder and Sole. I often consult this app when I’m shop- ping in grocery stores and dining in restaurants. 2) Be Aware of Leading Environmental Issues : Educate your scuba students and divers about the key environmental issues our oceans are facing today. According to PADI, these include ocean warming, coral bleaching and acidification, ocean pollution (especially microplastics), overfishing and de- structive fishing practices, marine debris entanglement, habitat destruction, and the impact of invasive species. 3) Host Purple Sea Urchin Clean-Ups : Combined with ris- ing marine temperatures along the California coast, purple sea urchins have decimated bull kelp forests and abalone popula- tions. In fact, since 2014, 96% of the bull kelp canopy has been lost. That’s why Marin Scuba Club in Northern California has hosted annual events beginning in 2018 where our hardy cold-
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BUSINESS EDU continued
the ocean, its resources, and its marine life. World Ocean Day has now become a catalyst for collective action for a healthy ocean and a stable climate. Why not host a day of diving to commemorate and celebrate this day every year? 8) Consider “Blue” Carbon Calculators : My Scuba Diving Industry Magazine colleague, Alex Brylske, Ph.D., wrote a Car- bon Calculators story in the December issue. This online tool
ing and preserving our marine environments. He says, “Be not a slave of your past. Plunge into the sub- lime seas, dive deep, and swim far, so shall you come back with self-respect, with new power, with an advanced experi- ence that shall explain and overlook the old.” (We’ll take a deeper dive into Graham’s innovations in a future Scuba Div- ing Industry Magazine article.) 11) Foster a New Generation of Ocean Stewards: Jeff
estimates the carbon footprint of various activities, especially air travel, considering factors like flight distance, aircraft type, and passenger-to-class to provide an ac- curate measure of CO2 emissions. Then, a traveler can calculate how to offset carbon emissions by donating to environmental projects like reforestation or renewable energy initiatives. For exam-
Cinciripino is the founder of the Scuba Educational Alliance of Connecticut, a public charity dedicated to supporting the educational needs of young people with grants and tuition assistance for en- rolling in scuba training at the introduc- tory, advanced, and professional levels. He is also the former owner of a small local dive shop.
ple, round-trip airfare from San Francisco to Maui is approx- imately 4,700 miles. Adding a moderately priced hotel and a rental car, the total carbon to offset is 1.17 tonnes (metric units of mass). Using The Blue Ocean Foundation calculator to support what it calls “Blue Carbon,” one can donate just $23.40 to offset that amount of carbon. 9) Schedule Dive Trips to Eco-Friendly Sites: My dive club and local shop both schedule tropical dive trips each year to both near and far-flung locations. These include Palau, Costa Rica, the Bahamas, the Socorro Islands, the Mal- dives, Bonaire, and especially the Galapagos Islands, because it’s so highly government-regulated. Jon Edens, this dive shop’s owner, adds, “Most sites we visit are trying to balance being eco-friendly with making a profit. In the Philippines’ Coral Triangle, we visit resorts offering coral restoration projects, but this requires divers have a higher level of buoyancy. Meanwhile, to me, environmental awareness starts at home by doing something every day to help the environment, like bringing my own cup for take-out coffee, or by reminding students on dive boats to bring ther- moses instead of plastic bottles.” 10) Go Bluer Like Ocean First : Graham Casden is the leg- endary founder and Chief Visionary Officer of OceanFirst.blue, with dive shops in Boulder, Colorado, and Key Largo, Florida. Ocean First has created a powerful ecosystem where swimming, diving, travel, adventure, edu- cation, and conservation come together to form a dynamic community of ocean enthusiasts passionate about experienc-
Jeff asks, “How do we get younger people involved with scuba? When they do, they’ll most likely become stewards of the ocean. When I owned Scuba Shack, I donated a lot of my time to my non-profit as part of my business model. I gave discounts to students for their gear, our dive instructors donated their time to certify students and to present a coral conservation course at a couple of local high schools.” For example, a few years ago, he got three high school stu- dents into an Open Water certification class. Through a part- nership, his NPO paid for the e-learning, while Scuba Shack provided discounted dive equipment (mask, snorkel, fins, and boots), and three students got certified. One of them is now working at the shop and wants to become a Junior Divemas- ter. Two of these three students are looking to pursue marine biology in college. He concludes, “I’m now reaching out to local dive shops to gain their support for the non-profit scholarships and hopefully partner with us to help break down the financial barriers that prevent young men and women from becoming scuba divers and the new generation of ocean stewards.” The Bottom Line: Connecting these blue dots can make your business more environmentally friendly. You’ll then be able to provide your client base with even more reasons to continue being customers for years to come. And that can
positively affect your bottom line. To find out more about how you can “Blue” your business, please reach out to me.
PAGE NINETEEN | SCUBA DIVING INDUSTRY email Gil
BUSINESS EDU A Different Kind of Blue: The Social Media App Bluesky – by Cathryn Castle Garcia, Co-Owner C2G2 Productions, The Azores Cathryn Castle Garcia is a writer, business strategist and co-owner of C2G2Productions.com, a multimedia production company. She lives on Faial Island in the Azores.
The proverb “The grass is always greener on the other side of the fence” dates back thousands of years, but in branding and marketing terms, it might need a makeover thanks to the rise in popularity of the social media platform Bluesky. Its new account signups sky- rocketed from 13 million to more than
(AT) Protocol (https://atproto.com). This means anyone can see how it works and can even build their own apps that can interact with Bluesky. (If I’m honest, this part is a bit beyond my tech skills and my interests. You won’t find me building my own apps anytime soon.) Another interesting feature of Bluesky is account portability. With most social networks, if you leave, you leave empty-
handed. You lose your identity, your posts, your followers. But because Bluesky is built on the AT Protocol, if you decide to switch to another social network that uses the AT Pro- tocol, you can take your username, followers, and content with you. Another attractive feature of
24 million in the last quarter of 2024. Bluesky’s bump is undoubtedly linked to the announcement made on January 7 by Meta Platforms, Inc. CEO Mark Zuckerberg that Meta is abandoning its third-party fact-
checking program. Critics say this will likely result in widespread distribution of misinformation on the company’s social media platforms, including Meta (formerly Facebook), Instagram, and
Bluesky is that it makes social media more customizable and gives you more control over what you see–including offering more options to block or mute content, accounts, hashtags, and more. Perhaps the coolest feature of Bluesky is that you can use your own website address as your profile handle. Using a cus- tom domain helps boost your brand because it gives you greater credibility. Is Bluesky the New Green? Do you have to immediately ditch your old, familiar Facebook or Insta accounts and make the switch to Bluesky? In a word, no. You don’t. In fact, I’m a total newbie on Bluesky, and I’m not digging it yet. I still prefer to market my business offline- through personal contact, word-of-mouth referrals, in-person meetings, and (gasp) handwritten postcards sent by mail. My business success has always centered on making strong one- on-one connections with my clients. Yes, I use social media, but sparingly. So why write an article about Bluesky? Because I need to stay informed. And so do you. It appears the tides are changing in the social media world. The changes are subtle, but they could become substantial.
Threads. Rather than get into the complicated and politically charged discus- sion of fact-checking on so- cial media, this article will focus on the features and benefits of Bluesky and how you can use it for your dive business’s marketing needs. Bluesky Basics
1. Go to bsky.app and click on the “Sign Up” button. 2.Enter your email address, cre- ate a password and enter your date of birth.
Bluesky is a microblog- ging social media platform where you can post short comments, photos, videos, and links. It’s more like X (Twitter) than Meta (Face- book), which makes sense because it was started by former X CEO Jack Dorsey. What makes Bluesky differ- ent from other social media platforms is that it’s built on a decentralized social network protocol called the Atmosphere 3.Choose a username. This will be your handle on the Bluesky platform. 4. Add a pro fi le photo or avatar and click on the personalization tabs that fi t your areas of in- terest. 5. Be sure to announce your new Bluesky pro fi le on all your social channels and include it in your email newsletter and on your website so your existing audi- ence can easily fi nd you.
I’d love to know what you’re doing with your social media. Please click or scan the QR code to email me at hello@clearstorycoach.com to share your thoughts.
email Cathryn
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