Scuba Diving Industry Market Report
State of The Dive Industry 2023: Worldwide Trends in Sales of Dive Equipment by Region & Category (Benchmarking)
Recreational scuba diving, tech diving, freediving & snorkeling gear. Wholesale and retail sales.
Darcy Kieran is the author of the reference book “Scuba Diving Industry Market Size & Statistics.”
Earlier this year, The Business of Diving Institute conducted the first State Of The Industry (SOTI) survey of the Dive Industry. We looked at 2022 results for sales of dive equipment as reported by wholesalers and retailers. We also surveyed expectations and forecasts for 2023.
Yes! July is a bit late to release these numbers! But 2023 was a test run. For 2024, we will conduct the SOTI survey in January and release the results shortly after, using templates prepared for this year’s test run.
Thanks to all those of you who participated in this test run. Considering the positive response and extensive participation, we intend to make it an annual study to be executed in January.
You may consult the number of respondents per business category and geographical region here.
Dive Industry Growth vs. Post-pandemic Rebound
Keep in mind there was a positive impact on the 2022 results over 2021 because of a reopening of business activities post-pandemic. We cannot use these 2022 annual growth results as an indication of a growth trend in the dive industry.
To have a better indication of the growth (or decline) of the dive industry, we would have needed survey respondents to provide reports on their 2022 results compared to pre-pandemic (2019) levels, but there is a limit to how much time dive business professionals want to spend answering surveys!
Over time, as 2024 and 2025 roll in, we will be able to identify trends.
Dive Equipment Sales: Wholesale & Retail by Category & Region
In the SOTI report below, we look at sales of diving equipment by category and by region as reported by wholesalers and retailers.
Categories include snorkeling, freediving, scuba diving, and surface-supplied air diving equipment. Within scuba diving gear, we look at dive computers, BCDs & regulators, rebreathers, wetsuits and other exposure suits, fins, masks & snorkels, and accessories.
First, we will summarize 2022 results & 2023 forecasts from dive gear wholesalers, including scuba diving brands, manufacturers, sales reps, and agents.
Then, we will look at dive gear sales results for 2022 and forecasts for 2023 by dive retailers.
We’ve already produced a report on worldwide certification courses by type and region. We will soon produce additional analyses. Find a complete list of reports from the State of The Dive Industry 2023 study here. Subscribe to stay in the know.
Changes in Sales of Dive Equipment as Reported by Manufacturers (including Wholesalers & Agents): 2022 Results & 2023 Forecasts
Financially, 82% of dive gear manufacturers reported that their 2022 sales were above 2021. Only 10% reported flat sales results, and 8% a decline. Therefore, it appears that dive gear sales significantly out-paced certification courses.
Dive gear manufacturers were more cautious about 2023 than what they experienced in 2022, with 69% forecasting sales growth, while the rest expected sales in 2023 to be the same as in 2022.
Changes in Worldwide Units Sold by Dive Equipment CATEGORY as Reported & Forecasted by MANUFACTURERS
Based on answers provided by dive gear manufacturers, wholesalers and agents, it appears tech diving gear and freediving equipment experienced more significant growth in 2022 than standard scuba diving gear. But the biggest growth was reported on boards among suppliers selling surfboards and paddleboards. Surface-supplied air diving equipment was also booming.
Within scuba diving equipment, hard goods (BCDs and regulators) were the least performing category. These results are consistent with the participation rate of core divers dropping much more significantly than that of casual divers. And casual divers are much less likely to purchase a full set of dive gear, especially if they intend on participating in numerous outdoor activities during their vacations.
For 2023, dive gear manufacturers, wholesalers and agents were quite optimistic about scuba diving gear sales doing better than in 2022. Of course, it remains to be seen if it was just wishful thinking since nothing has changed in the way the dive industry is disconnected from today’s consumers' expectations. Is there a real plan behind aggressive sales targets?
The percentages in the graphs below indicate how many survey respondents reported or forecasted a decrease, flat or increase in sales.
Later on, below, we will look at the same categories of dive equipment, but this time, as reported by dive retailers.
For now, let’s have a look at sales results and forecasts from dive gear manufacturers, brands, wholesalers, and agents per geographic region.
Changes in Dive Equipment Units Sold by REGION as Reported & Forecasted by MANUFACTURERS
In 2022, dive gear sales experienced the best growth in the USA and Western Europe, while the most difficult markets were the Middle East, Africa, and China.
For 2023, dive gear manufacturers and wholesalers were particularly optimistic about Australia, New Zealand, Canada, and South America.
The percentages in the graphs below indicate how many survey respondents reported or forecasted a decrease, flat or increase in sales.
Changes in Dive Equipment Units Sold by Category as Reported by Retailers
On top of surveying dive gear manufacturers, brands, wholesalers, and agents on their 2022 results and 2023 forecasts, we also surveyed dive centers.
Unfortunately, we can only report dive gear sales trends at the retail level for the USA and Western Europe because the sample size was too small in other regions. We are working on fixing this issue for the 2024 survey. You can help us provide you with better dive industry market reports by participating in our surveys and inviting your colleagues to do so. Please subscribe and invite your colleagues to participate in our ongoing dive industry market surveys.
For now, we have dive gear sales trends reported by dive gear manufacturers, brands, wholesalers, and agents (above) for all regions.
Changes in Dive Equipment Units Sold by Category as Reported & Forecasted by Retailers in The USA
In the USA in 2022, the categories with the best growth in dive shops were dive computers and fins, masks & snorkels.
For 2023, American dive retailers were particularly optimistic about snorkeling and freediving gear but much less about scuba diving equipment.
Changes in Dive Equipment Units Sold by Category as Reported & Forecasted by Retailers in Western Europe
In Western Europe in 2022, the only winning categories in terms of growth were freediving equipment and boards for the retailers carrying those.
For 2023, Western European dive retailers we particularly optimistic about rebreathers, freediving, dive computers, and boards.
NEW: Announcing Market Viz Project (MVP) To Generate Scuba Diving Market Size Reports
The State Of The (dive) Industry (SOTI) survey provides us with decline, flat, or growth trends. But it doesn’t tell us the actual market size in dollars (or other currencies). Therefore, we are pushing out work further with the MVP project.
The SOTI and MVP studies are part of a series of dive industry surveys by the Business of Diving Institute in collaboration with InDepth Magazine with support from DAN Europe, Shearwater, GUE, and most importantly, YOU! Besides participating in this survey, please let us know if you would like to add your name to the official list of supporters.
Also from Darcy Kieran:
- Handbook: Your Career and/or Life as a Scuba Diving Instructor: How to Make a Good Living Out of Your Passion for Scuba Diving.
- Logbook: Advanced Scuba Diving Logbook with Checklists for certified scuba divers, divemasters & dive instructors.
- Handbook: Advanced Guide to SPF Scuba Diving for Scuba Divers, Divemasters & Dive Instructors: Develop Better Scuba Diving Skills, Dive Safer, Save Money & Have More Fun!
- Handbook: The Ultimate Beginner’s Guide To Scuba Diving: How to Increase Safety, Save Money & Have More Fun!
- Logbook: STARTER Scuba Diving Logbook with Checklists while getting your open water diver certification!
- Reference book: Scuba Diving Industry Market Reports, Data & Statistics.
Side note: During your surface intervals, have a look at my novels with a scuba diving twist, starting with “Mystery of The Blue Dragon” and “Shadows on Ocean Drive.”
You could help the dive industry by taking part in ongoing dive industry surveys. You will also find results from our past scuba diving market studies here.
Don’t be left out! Subscribe to Scubanomics: The Dive Industry Compass to be the first to know about new dive industry market data & insights. Otherwise, be our “dive business buddy” on LinkedIn, Facebook, and elsewhere.
What now? Have a look at the complete Scubanomics Table of Contents.
