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Updated on Jan. 3, 2022.

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Review of The Scuba Diving Industry in 3 Steps

Originally, the Scubanomics project was started to cover the following 3 categories of topics. You will find all the posts related to these discussions, below, in this article.

  1. Dive Industry Statistics, Market Data & Structure (see below)
  2. Dive Industry Analysis (see below)
  3. Dive Industry Strategies (see below)


Other Scubanomics Discussions

Eventually, we ventured into a few other topics. Hopefully, the following additional lists will help you find information that will be of assistance to your dive industry career or business.


When in doubt, you can always browse all Scubanomics posts!

Scubanomics’ Three Core Categories of Topics



Latest Market Data Updates:

  1. Scuba Diving Equipment Market Size 2021–2025: The global recreational scuba diving equipment market size was valued at $1.95 billion in 2019 and is expected to reach this level again in 2023, post-pandemic recession.
  2. 2021 Entry-level Scuba Diving Certifications in the USA: entry-level open water scuba diving certifications in the USA for the first 9 months of 2021.
  3. Final Numbers on Dive Gear Sales in the USA in 2020: Scuba diving, snorkeling, and freediving gear sales during the COVID-19 pandemic year. Market research report.
  4. Scubanomics’ Exclusive Industry Survey on awareness, intent to participate, participation rate, satisfaction, and the dropout rate for scuba diving, snorkeling, and surface-supplied air (tankless) diving.
  5. Scuba Diving Gear Sales in 2020: A Full Year of Pandemic. Sales of dive equipment (Scubapro) compared to other outdoor industry activities.
  6. 2020 Full-Year Scuba Diving Certifications in the USA Including Recently Released 4th Quarter: Open water dive certifications after a year of COVID-19 pandemic.
  7. The State of The Scuba Diving Industry After a Year of Pandemic: Where does the dive industry stand? What should we expect for dive travel, scuba certifications, and dive gear sales in 2021 and 2022?
  8. 5-Year Trends in The Dive Industry: Scuba Gear, Dive Travel & Certifications. Trends in eLearning, rebreathers, side-mount diving, scuba certification during travel, and freediving.

Dive Industry Statistics:

  1. NEW SURVEY (January 2022): How would you rate the quality of your Open Water Diver course or Discover Scuba Diving adventure? Evaluating entry-level scuba diving experiences to help the dive industry improve. Is there consistency in the quality of the experience? Does it matter?
  2. The Size of The Scuba Diving Industry. Scuba diving certifications & dive gear sales: USA, Europe, and Worldwide.
  3. UPDATED: The Economics of Being a Recreational Scuba Diving Instructor: Survey Results. Is it possible to make a living as a recreational scuba diving instructor? What to expect financially. Hourly rates. How much to invest in dive gear & scuba training.
  4. Differences in dive professionals’ income, based on the instructor’s gender, location, training agency affiliation, experience, age, and more.
  5. Scuba Diving Participation Rate & Statistics: Comparing scuba diving to snorkeling, swimming, and stand-up paddling, including statistics from the 2020 pandemic year.
  6. Scuba Divers Dropout Rate: Causes and solutions for the high dropout rate in the scuba diving industry.
  7. Scuba Diving Industry Market Statistics: Sources of Data & Lack of Data. DEMA, SFIA, OIA, Training Agencies, Dive Gear Manufacturers, William Cline, Dive Center Business.
  8. Warning: Fake Dive Industry Statistics and Market Research. Be wary of rosy dive industry market data reports.

Dive Industry Structure:

  1. The Dive Industry Stakeholders: Training agencies, scuba gear manufacturers, dive centers, independent scuba diving instructors, travel agencies, and more.
  2. Managing a Local Dive Shop is Like Managing 6 Businesses in One — The 3Es of the Dive Industry: Scuba courses, dive gear, dive travel, rental gear, repair & maintenance, and fill station services.
  3. 2 Types of Dive Centers: Origin & Destination. Local dive shops and scuba diving resorts: What’s the same? What’s different?

Stakeholder Profiles:

  1. Scuba Diver Socio-Demographic Profile: The recreational scuba diving market is not homogeneous.
  2. The Socio-Demographic Profile of a Snorkeler & Snorkeling Participation Rate: Who are the snorkelers? How do they differ from scuba divers? Why aren’t they scuba diving?
  3. Profile of a Scuba Diving Professional: Building a professional dive industry satisfying today’s consumers requires more than passion from dive professionals.
  4. DEMA Part 2: The DEMA Show 2020 & DEMA Organization Post-COVID-19: Will DEMA survive? How? What for?
  5. What is DEMA? Who is DEMA? What’s in it for me? DEMA Board of Directors, PADI’s Influence, Services Offered by DEMA.

The Missing Links:

  1. The Lack of a Reliable Brand in The Dive Industry: Is there a scuba diving brand you would trust, quality-assurance-wise, no matter on which door you see the logo around the world?
  2. Scuba Diving Industry Market Statistics: Sources of Data & Lack of Data. DEMA, SFIA, OIA, Training Agencies, Dive Gear Manufacturers, William Cline, Dive Center Business.
  3. The Missing Dive Industry Trade Publication: What would be a dive industry trade publication? What publications do we have in the dive industry?

Step 2) Scuba Diving Industry ANALYSIS:


  1. 5 Methods for a Dive Industry Strategic Analysis: From strategic analysis to strategies and actions in the dive industry.
  2. Porter’s Five Forces Analysis of The Dive Industry: Threat of New Entrants, Bargaining Power of Suppliers & Buyers, Threat of Substitute Products & Services, and Rivalry Among Existing Firms.
  3. Dive Industry SWOT Analysis: Strengths, Weaknesses, Opportunities, and Threats.
  4. 4 Ps: Product-Centered Dive Industry Marketing Mix. Product, Place, Promotion, and Price in the Dive Industry.
  5. 4 Cs: Customer-Centered Dive Industry Marketing Mix. Customer Value, Costs, Convenience, and Communication.
  6. PESTLE Analysis of The Dive Industry: Political, Economic, Social / Socio-Demographic, Technological, Legal, Environmental.
  7. Dive Industry Trends & Strategic Analysis: Key Takeaways. Scuba diving training, dive gear, and dive travel trends. Innovation-based growth strategies for the scuba diving industry.

Step 3) Scuba Diving Industry STRATEGIES:

Innovation-Based Growth:

  1. A Blue Ocean Strategy in The Dive Industry: How to break out of the red ocean of bloody competition to create a new uncontested market space that makes competition irrelevant.
  2. Surface-Supplied Air vs. A Blue Ocean Strategy for The Dive Industry: What can tankless diving “eliminate, reduce, raise and create” for the scuba diving industry? How can we integrate it into our dive operations to foster growth?

Structure-Related Strategies:

  1. Should eLearning Be Free in The Scuba Diving Industry? Can there be a balance between online learning being a profit center for dive training agencies and a simple promotional tool for everybody else?
  2. A New Business Model for a Redefined Local Dive Center: COVID-19 accelerated changes happening in the scuba diving industry.
  3. Strategy: Redefining The Role of The Dive Center. Will the dive shop as we know it remains at the heart of the dive industry?
  4. Strategy: Redesigning The Dive Industry Business Model. If we’re constantly competing but not growing, it’s time we make a move!
  5. Octopus Strategy: An Innovative Way of Distributing Dive Gear & Training to Today’s Consumers. How can the dive industry best meet today’s consumers’ expectations?

Experience-Related Strategies:

  1. Strategy: Consistency in The Quality of The Scuba Diving Experience. Defining and using quality assurance and branding for customer retention and satisfaction in the dive industry.
  2. Should We Change the Way We Provide “Discover Scuba Diving” Experiences? Thinking outside the box to improve the quality of the experience and generate adepts of the underwater world coming back to us, over and over again.
  3. A New Paradigm for the Scuba Diving Industry: It’s about diving! Putting ‘scuba diving’ back into the ‘scuba diving industry’.
  4. Strategy: Fixing Scuba Tryouts & Entry-Level Scuba Diving Courses. “A student fresh out of a scuba diving class is just ready to start learning to dive.”
  5. Strategy: Redefining The Way We Promote & Teach Scuba Diving. Make scuba diving more attractive to non-divers, deliver more value and convenience to divers, and adjust marketing communications accordingly.
  6. The Revival of Local Diving: To Save The Dive Industry. How can we capitalize on growth in near-home outdoor activities and domestic-only travel?
  7. Cultivating Freshwater Quarries as Aquatic Life Educational Centers for Scuba Divers: Consistent and regular inland diver participation is key to a healthy and vibrant scuba diving industry.

Strategies on Scuba Diving Product Mix:

  1. Strategy: Adjusting What Scuba Gear We Sell & How. Expand your product & service offerings to widen the consumer acquisition net and increase your revenues.
  2. Strategy: Expand Your Dive Shop Product Assortment — Scuba Gear & Services. There’s a lot you can offer beyond scuba diving with your current assets, store, pool, team, and dive site.

Sales & Marketing Strategies:

  1. Strategy: Marketing Scuba Diving to Non-Divers. Where and how can we recruit new scuba divers?
  2. Strategy: Direct-to-Consumer (D2C) in The Dive Industry. What are the benefits of D2C to consumers, dive training agencies, and scuba gear brands?
  3. Meet The Next-Normal Scuba Diver: COVID-19 created changes in scuba divers’ habits and preferences.

Other Scubanomics Discussions

Lately, we ventured into a few other topics beyond the core subjects listed above. Hopefully, the following lists will help you find information that will be of assistance in your dive industry career or business.

When in doubt, you can always browse all Scubanomics posts!

If you enjoy reading about scuba diving and the dive industry, consider signing up to become a Medium member. It will give you unlimited access to my posts and those from thousands of other writers on Medium. If you sign up using my link, I’ll earn a small thank-you commission. Thanks for your support!

Also from Darcy Kieran and The Business of Diving Institute:Reference book: Scuba Diving Industry Market Data & Statistics: 2021 Edition.Guide book: Your Career and/or Life as a Scuba Diving Instructor: How to make a good living out of your passion for scuba diving.Tools: Scuba Proud promotional products to help you recruit more student divers, dive buddies, and instructor candidates.

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What now? You may be interested in the complete Scubanomics Table of Content.

Scuba Diving Industry Market Research & Data, Scuba Equipment Global Market Size
Let’s make a good living out of our passion for scuba diving!
Scuba Diving Industry Analysis and Strategies for Business Plans

Entrepreneur | Executive | Author | Radio Announcer | Scuba Diving Instructor — #ScubaDiving #Travel #Watersports— #Miami #Montreal #Marseille