RETAILING
More Than a Dive Store: How Community Carries a Business Forward by Jo Mikutowicz , Owner, Dive Tech, Grand Cayman
I F YOU HAVE SPENT ANY time around scuba divers, you know we are a passionate group. We will debate training agencies, gear brands, dive techniques, boat pro- cedures, hose routing, fin kicks, and whose turn it was to bring the boat snacks. Put ten divers in a room and you may get twelve opinions, fifteen stories about an “epic” dive, and at least one spirited discussion about whose certification agency does it best.
divers from across the world stepped forward to offer classroom space, warehouse storage, equipment, labor, boats, and other resources to help keep operations moving while the shop re- builds. A volunteer group formed quickly and grew to more than 200 members in under two hours. Volunteers spent countless
hours assisting with recovery efforts, sorting debris, salvaging equipment and records where possible, cleaning and organizing recovered materials, and helping relocate essential operations so classes, service work, and dive trips could continue. The response demonstrated that while the physical building may have been lost,
But when someone in the dive community faces a real challenge, the debates disappear quickly. A medical emergency, storm dam- age, a lost business, a boat fire, or a personal hardship can turn those same opinionated divers into one of the most loyal and sup-
portive communities anywhere. They share fundraisers, donate gear, organize events, offer boat space, volunteer their time, and ask what needs to be done. That sense of community was on full display on May 28, 2026, when East Coast Divers (ECD) in Brookline, Massa- chusetts, suffered a devastating fire. The blaze destroyed the dive shop’s retail store, classrooms, service department, rental inventory, fill stations, and decades of accumulated scuba
the community East Coast Divers spent decades building re- mains strong. Classes are continuing, trips are still running, equipment is still being serviced, and the East Coast Divers team remains committed to serving divers as they rebuild. For dive retailers, there is an important lesson in this story. A successful dive shop is more than inventory, classrooms, compressors, rental gear, and service benches. It is a community hub. It is the place where new divers become confident divers, customers become friends, and local diving becomes part of people’s lives.
equipment and training resources. Beyond the physical and financial loss, the fire im- pacted a cornerstone of the New England diving community. For more than 50 years, East Coast Divers has served as a gathering place for divers of all experience levels. It was where friendships formed, skills developed, and
At the end of the day, the diving com- munity is not defined by debates over wet- suits versus drysuits, steel versus aluminum tanks, or whose dive computer is best. It is defined by people who share a passion for the underwater world and a commitment
countless underwater adventures began. For owners Nick Fazah and Alex Dulavitz, the building represented years of commitment to growing East Coast Divers into a trusted part of the local dive community. Every classroom, display case, and service bench reflected countless hours spent teaching new divers, helping customers prepare for adventures, and creating a place where a shared passion for diving brought people together. In the days following the fire, the diving community rallied around East Coast Divers in an extraordinary show of support. Fellow dive shops, ECD employees, industry partners, and
to supporting one another when it matters most. Divers may have different opinions on how to do things, but they are united by a common purpose: exploring, learning, protecting the sport they love, and standing together when one of their own needs help. How to Support East Coast Divers To help East Coast Divers, visit ECDIVERS.COM. Support
options include donating to their GoFundMe, purchasing merchandise, enrolling in a class, or booking a dive trip.
email Jo
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