Marketing within the SCUBA industry hasn't changed since the origin of the sport - we're here to change that.

Industry News

4 Reasons the iPad Isn’t Ideal for SCUBA Instruction

Last week, Apple announced their upcoming iPad and Des was first on the scene to discuss the implications of the iPad for the SCUBA professionals among us. Although I am seeing more and more potential uses for the iPad as the days go by, there are 4 reasons why I won’t be using one for [...]

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Vintage SCUBA Advertisements

I have to thank my good friend Eric Thornton for sharing this fun site with me. I was still sleeping and wouldn’t see Godin’s post for several more hours Cross Promotion Something I’ve been wishing for (and asked Tom Ingram about) is more cross promotion outside our industry. Looking back at these vintage SCUBA ads, [...]

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Attracting the next generation of divers

Our industry is old and getting older. That’s not a good thing. According to DEMA’s Annual Activity Report (PDF link, stats on p. 37), the average age of SCUBA divers in the US is 45 years old. Several people at the DEMA show explained that age actually goes up every year, showing that our industry [...]

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Is Underwater Digital Photography a Gateway Drug?

This is an article as part of our DEMA Expo 2009 round-up. At DEMA, underwater photography was one of the most popular topics. There were more camera-related booths than any other group. Plus, the SCUBA photography seminars were some of the most interactive I attended. Is Underwater Photography SCUBA’s Savior? Some people I spoke with would [...]

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SCUBA Standards Changes: Get Over It

New SCUBA divers are bad SCUBA divers, so we don’t want ‘em. A typical catch-22, but one I hear on popular SCUBA forums and being discussed on the DEMA floor, especially in regards to PADI’s alleged “loose standards”. “I Teach Above Standards” I hear this all the time. I’ve even heard it, then observed below-standards [...]

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A Branding Lesson From PADI and DEMA

Over the years, I have helped many small business owners establish their brand. Branding isn’t just about logo creation, it is creating awareness of a brand. The best part is branding can be done very inexpensively At the DEMA Show in Orlando, PADI and DEMA both represented excellent examples of effective branding. Blatant SCUBA Branding [...]

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DEMA Expo 2009 Special Reports

For those of you who were fortunate enough to attend the 2009 DEMA Expo in Orlando, I hope you can agree to some degree that it was simply amazing. From the weather to the seminars and conversations, if you didn’t learn somethingyou were sleep walking. DEMA Expo 2009 Continuing Coverage I started writing my comprehensive coverage [...]

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