It is common knowledge that new scuba diver certifications are at a stalemate and that the industry is barely able to maintain the number of “active” divers from one year to the next.  While this heavily impact everyone in the scuba diving industry, none feel it as brutally as the local scuba retail store.  For several years, local scuba stores have been wondering when someone was going to do something about this very low certification rate.  It seems as if no one takes responsibility for the overall health of the industry.

Several days ago, I made a post about the Be a Diver campaign that will be launched by the Dive Equipment Marketers Association (DEMA) early in 2008.  The campaign includes cross-sport advertising in magazines and periodicals, Internet promotion on the www.beadiver.com website, and television commercials in select major markets.  This campaign offers some great potential to let non-divers know just how easy and fun it is to become a scuba diver.

Today, DEMA announced that the Divers Alert Network and most of the major scuba diving certification agencies have signed on to this program and will provide support in dollars, promotional efforts, andhuman resources to make sure that this program is a success.

San Diego, Calif. – (December 3, 2007) – The Diving Equipment and Marketing Association (DEMA) today announces the endorsement of their soon-to-be-launched Diver Acquisition Campaign – Be A Diver – by some of the Industry’s training organizations: Divers Alert Network (DAN), Professional Association of Diving Instructors (PADI), Scuba Diving International (SDI/TDI) and Scuba Schools International (SSI). The endorsement comes following the announcement of the Be A Diver campaign and the preview of the national television and print advertising last month at DEMA Show 2007 in Orlando, Florida.

Quote taken from DiveNewsWire Press Release

I certainly hope this campaign by DEMA is successful.  The entire industry needs to pull in the same direction, for a change, and realize that the ONLY way to grow this industry and grow this sport is to make sure that the widest possible audience is aware of the benefits of this sport.  Maybe 2008 will be the year that finally gets the good message out about scuba diving.  I hope we see a surge in new diver certifications next year.  Good luck DEMA.

Phil Ellis

Learn to Scuba Dive at Dive Sports!