Analyse the competition to your dive business and what are the results? Is it the domestic high street suffering? Is it spending power? Are potential consumers preferring to spend their weekends sat in trendy coffee shops rather than learning to dive?
These may indeed be valid concerns, but your biggest threats they are not. Your largest competition is from the customers themselves. At this point in time, customers are the savviest they’ve ever been. They are careful with how their money is spent and with whom they spend it. Customers need experience, content, validation, reassurance and personalisation. They crave lifestyle improvement. Transactional relationships are a thing of the past to modern consumers – you are both now embraced in an emotional one.
With this in mind, create a “third space” dive store. A place away from home and work where customers are at ease. If your dive store promotes a transactional environment, the customer is presented with two options: buy something or get out. However, the “third space” environment would allow a customer to sit down and chat with a coffee – and a word of warning, people drink more coffee than ever so don’t skimp on the quality of beans! In this environment you can reassure the customer that scuba diving is the embodiment of lifestyle improvement. Through PADI’s Pillars of Change you confirm that scuba diving is an experience-rich investment worth paying for.
Embrace the millennial thought process to ensure domestic success. Consider these two Facebook advert messages for example:
10% off the PADI Open Water Diver course with ABC Diving. Find out more!
ABC Diving are recruiting ocean conservationists! Visit us in store to protect our ocean planet!
The first message is purely transactional and wide of the mark with how experience driven customers think. Promoting this message within your domestic market would serve to only confirm the savvy customer’s fears – you’re another business trying to make some quick cash.
Now consider the second message. You’ve moved away from transaction and now focus on relationship building. Now you’re recruiting. Now you’re appealing to emotions and creating an environment away from home and work where customers can find gratification through purpose. This now goes beyond selling a dive course. This is selling a lifestyle and a possibly also a career change.
Italy Dive Fest is a yearly event organized in partnership between PADI and DAN, Divers Alert Network to promote diving activities in different regions in Italy.
Italy Dive Fest 2018 was held on the islands of Lampedusa and Linosa during 10-14th October. Manufacturers participating in the event 2018 were Cressi Sub, Aqua Lung, SUEX, ScubaPro, COLTRI SUB and the diving activities were organized by Marina Divers PADI 5-Star IDC Centre, Pelagos PADI 5-Star Centre and Moby Diving PADI 5-Star Dive Centre on Lampedusa and MareNostrum PADI Dive Resort on Linosa.
The event was also supported by the Pelagie Islands Marine Park Association (MPA) who provided facilities and conducted presentations on how they ensure all parties work together to protect the islands beautiful and unique underwater environment. MPA together with PADI and DAN held meetings during the event to bridge the two communities – Scuba Diving and the Fishing Industry. With these groups discovering ways we can work better together for the longevity of the Pelagie Islands.
The environmental movement started with pictures taken of our blue planet from space by the first space explorers. It was then that we first realized how fragile our planet is and why it is so important to act now, to prevent us from destroying all the beauty that took millions if not billions of years to evolve.
Marcel Proust said “the true voyage of discovery is not so much about finding new landscape as to get a new pair of eyes”. Diving in areas like Lampedusa and Linosa gives you those new eyes and with those new eyes a better understanding why we have to act now to protect the ocean.
The ocean takes up more than 75% of our planet, with an average depth of nearly 3,700 meters and home of a larger biodiversity and bio density than the rain forest. The ocean has more earthquakes and volcanoes than on land. You find the longest mountain range in the ocean. The World Ocean is the habitat of 230,000 known species, but because much of it is unexplored, the number of species that exist in the ocean is much larger, possibly over two million.
Our hope is that our photos and videos from the depths of the oceans and lakes during an event such as the Italy Dive Fest 2018 will inspire in the same way as those photos taken from space by the first space explorers, which started the first environmental movement. Therefore creating further awareness to protect the underwater world, inline with PADI’s mission.
Lampedusa is the largest island of the ItalianPelagie Islands in the Mediterranean Sea. The island of Lampedusa is part of the Sicilian province of Agrigento which also includes the smaller islands of Linosa and Lampione. It is the southernmost part of Italy and Italy’s southernmost island. Tunisia is only 113 kilometres away, Sicily is further at 205 kilometres, whilst the island nation of Malta is 176 kilometres to the east. Lampedusa has an area of 20 square kilometres and a population of about 6,000 people. Its main industries are fishing, agriculture and tourism. There are year-round flights from Lampedusa Airport to Palermo and Catania on the Sicilian mainland. In the summer, there are additional services to Rome and Milan, besides many other seasonal links with the Italian mainland.
Below is a short description of the activities during the Italy Dive Fest 2018.
TUESDAY, 9 OCTOBER
Italy Dive Fest 2018 started with the iXperience Tour in partnership between Aqua Lung, PADI and DAN. This included presentations about the PADI Enriched Air Specialty Diver Program, Aqua Lung Enriched Air Computers and DAN Research. Divers could test dive Enriched Air Computers during the day.
WEDNESDAY, 10 OCTOBER
The first day involved diving activities managed by the PADI Dive Centres on Lampedusa followed by research activities in the Diving Village by DANs Diving Safety Lab. Manufacturers like Cressi Sub and Aqua Lung invited divers to test dive new diving equipment. The evening presentation, Technical seminar on dive regulators, was held by ScubaPro in the Marine Park Associations facilities in Lampedusa followed by a presentation by Ernesto Azzurro from ISPRA (International Government Research Institution) about ‘Climate Change’ and the new research program ISPRA is conducting with the support of PADI Dive Centres around Italy.
THURSDAY & FRIDAY, 11-12 OCTOBER
The DAN Medical Team conducted Medical Checks during the day on divers from PADI Dive Centres, who also had a chance learn more about how Doppler tests work. SUEX conducted an intro dive on the SUEX Scooters and presented the new PADI Distinctive Specialty Dive Course ‘SUEX Advanced Scooter Diver’. During the evening PADI Regional Manager Fabio Figurella and Director of the Neapolitan Zoological Station Professor Franco Andaloro presented the new PADI Distinctive Specialty Diver Course “Environmentally Friendly Diver”
SATURDAY, 13 OCTOBER
The day was dedicated to a trip to the neighbouring island of Linosa. DAN, SUEX and PADI conducted dives on the island with the support of PADI Dive Resort Mare Nostrum. In the evening SUEX Marketing Manager Ivo Calabrese held a presentation about the HYDRA Project, a research project using scooters in the Santa Margaretha Ligure Marine Park. The evening finished off with announcing the winners of the Instagram Italy Dive Fest Photo Competition in partnership with EasyDive, with prizes from ScubaPro, Aqua Lung and Cressi Sub.
So did we achieve our goal of spreading awareness about diving activities around the Pelagic islands of Lampedusa and Linosa? We believe by introducing more divers to the amazing to the underwater world around these islands, by holding presentations about diving programs that help divers improve their diving and through PADI’s joint programs with partners such as the Marine Park Association, Divers Alert Network, Neapolitan Zoological Station and diving manufactures Cressi Sub, Aqua Lung, Scuba Pro, SUEX, Easy Dive and more – We truly believe we did!
So please continue to spread this message by posting photos and videos from the underwater world, just like the space explorers did 50 years ago of the blue dot we call home. Thanks to all that participated in this year’s Italy Dive Fest. Special thanks goes out to PADI Regional Manger Fabio Figurella who initiated the event and was the main organizer.
Did you know 95% of the underwater world remains unexplored? Unrivalled by both its beauty and mystery, the oceans have become a fascination for divers around the world. With over 7 continents and 5 oceans on the earth, there is an abundance of different environments not to be missed. For all the adventure junkies out there, being a PADI Divemaster allows you to fulfil your eagerness to explore the world. Every individual has their ‘perfect destination’, and luckily for you, there are over 6500 PADI Dive Shops across the world. The PADI Divemaster certification is your one one-way ticket to work and exploration; both below and above the surface.
Exploring the World
Imagine waking up each day to a job that you love in a location you could only dream of living in before. Being a PADI Divemaster is the perfect mix of business and pleasure. It allows you the opportunity to turn your passion into your profession and lets you take your job across the world. As a PADI Divemaster, you work hard to ensure that PADI Dive Shop customers are having an unforgettable experience, whilst providing them a high quality service and creating unforgettable memories with them. By spending your time with guests from different backgrounds and nationalities, you explore the world further through their stories. But this rewarding lifestyle also allows you time off to explore the surrounding area, as well as time in between PADI Divemaster jobs to visit corners of the world that are now accessible to you ; From Central America, Europe, to the Pacific Islands. And along with all these beautiful places, comes a range of diverse diving locations. There really is something for every type of divemaster.
Working the World
With over 6500 PADI Dive Shops across the world there are plenty of opportunities. So how do you find a job as a PADI Divemaster?
Using the PADI Dive Shop Locator you are able to find a dive operator close to home or one in a faraway travel destination. Take a look at the PADI Pros Employment board on the PADI Pros site, which has regular job postings from Dive Shops around the world. Not only this, but the site allows you to post a bio of yourself to tell prospective employees about your skills, availability for work, and desired location. To use the employment board and receive all PADI Member benefits you must be a renewed PADI Member. By signing up for PADI Automatic Renewal by 6th November 2018, you’ll save at least 25%* on your annual membership fee. As well as global brand recognition, advancing your career and the PADI employment board, there are many more advantages of being a PADI Member.
So, are you ready to explore and work the world as a PADI Divemaster?
Without accurate member contact information, PADI cannot reliably deliver member benefits and important standards-related information to you. Be sure to update your personal details every time your postal address, email address, phone or fax number change, and ensure that you keep your teaching location up to date.
You can view the contact information PADI currently has on file for you at any time simply by accessing the Pros area of padi.com (go to Members’ Toolbox and then click on My PADI Information to check the information). If anything is missing or inaccurate, you can easily update the information online, or if you prefer, you can contact the Customer Relations Department at your PADI Office (as listed on the site) to provide updated details. It is also important that we have your language preference on file as we will always endeavour to communicate with you in your preferred language. Where we are unable to communicate in your language of choice, we will default to English.
Why is it important to keep all personal information up to date?
Ensures that you continue to receive all the benefits of your PADI membership, including The Undersea Journal and Training Bulletins (which are required reading for all PADI Members).
Allows you to access important region-specific information such as insurance requirements and information regarding local regulations pertinent to scuba diving.
Streamlines your communications with PADI.
Minimises any delays in processing by ensuring that any correspondence or queries relating to your membership, applications, or certifications submitted will be handled by the relevant department at the most appropriate PADI office from the outset.
Training hints and tips.
Updating your current contact details, including your language preference, means you will continue to receive specific regionally targeted communications, providing you with helpful training hints and tips relevant to your local teaching environment and details of upcoming training webinars such as the Training Bulletin Live, as well as information regarding the most current sales and marketing initiatives in your area.
Don’t miss out – visit the Pros’ site to check your personal contact details today!
As AWARE Week wrapped up on 23 September, the amount of dive operators, instructors, and dive communities that participated in events throughout the world was impressive. From Project AWARE Specialty courses, to neighborhood barbecues to Dive Against Debris® events collecting over 22,000 pounds of trash, here’s how our fellow dive operators helped make AWARE Week a success.
United Arab Emirates: Divers Down UAE
Divers Down UAE collected over 110 pounds of marine debris during their Dive Against Debris event. As a way of creating shark awareness, they also conducted an AWARE Shark Conservation Specialty course for 14 of their PADI divers.
Thailand: Crystal Dive Koh Tao
The team at Crystal Dive Koh Tao spent the week conducting Dive Against Debris and AWARE Shark Conservation specialties. To finish off the event, they celebrated with a free barbecue night for all of the participants.
Curacao: Blue Bay on Curacao
A group of volunteers came together in Curacao for a beach clean-up at Hole 6. In addition to the two full boats of divers and snorkelers, participants signed up for the PADI Invasive Lion Fish Specialty Course to assist in catching the invasive species.
Australia: Dive Centre Manly
The group at Dive Centre Manly gathered 30 people for their “Blue Backyard Cleanup.” The majority of the items retrieved were plastic wrappers, single-use coffee cups, straws, cutlery, Styrofoam, and hundreds of unidentifiable pieces of plastic. As an added reward, the nearby Hawkesbury Brewing Co. gave the participants a very well-deserved free beer.
Spain: Balky Sub
In Spain, Balky Sub’s group were on one of the area’s cleaner dive sites and still recovered more than 11 pounds of plastic in one day – mostly consisting of plastic bottles and bags. And since every day is AWARE Week for this team, they make an effort to pick up trash from the ocean and beach on a daily basis.
Philippines: Dive Funatics
Before they conducted their monthly Dive Against Debris event on 22 September, Dive Funatics, located in the Philippines held a peak performance buoyancy clinic to ensure all of their divers had a chance to polish up their buoyancy. To thank their divers, participants received a T-shirt in addition to a bracelet made of upcycled debris collected from their August Dive Against Debris event.
Jordan: Deep Blue Dive Center
Deep Blue Dive Center teamed up with the Tala Bay Resort team by hosting a Dive Against Debris at Tala Bay marina on 12 September. The result: The crew cleaned up over 140 pounds of waste in 20 bags. But they didn’t stop there. The following week, a group of 15 divers conducted another clean-up.
Bonaire: Dive Friends Bonaire
From 15-21 September, Dive Friends Bonaire organized a range of activities to fight ocean pollution. With seven locations and five house reefs on-island, the group worked to promote conservation with Dive Against Debris dives on every house reef.
Florida: Rainbow Reef Divers
Since Rainbow Reef divers host a Dive Against Debris event every month, they were quick to jump into action for AWARE Week. In September, their boat removed and recorded over 2,000 pounds of marine debris.
Please find below the dates for the next round of Training Bulletin live Webinars:
As always, we will be discussing the latest standards changes, providing background information on the updates and insight into how these can be integrated into your training. We will also be reviewing new products and providing business and marketing advice.
What PADI does in the background to ensure the least amount of licence burden in terms of diver access to our deeply loved wrecks and for our recreational diving activities in general.
There are thousands of wreck sites in UK Territorial Waters, caused by a long and busy history of sea-faring, inclement weather and human error. Historic England Archive alone, contains over 40,000 records of documented losses, seabed archaeological features and wreck sites. If you look at a plot of wrecks sites against a UK map, you get a hugely accurate coastal outline including major estuaries.
This provides fantastic diving opportunities but also raises issues of safety, preservation and protection, accessibility, and sustainable and respectful resource use. That’s why PADI alongside other key stakeholders (including BSAC) participates in committees, meetings and consultations with the relevant authorities both UK wide and in the devolved administrations, to best address these issues.
PADI has worked hard over the years to represent the views and interests of the recreational diving community. PADI sits on various stakeholder committees such as the Joint Nautical Archaeological Policy Committee to keep abreast of changing regulations and engages in many and varied heritage consultations and meetings to ensure our best interests are considered. We work with the authorities (e.g. Ministry of Defence, Historic Scotland, Historic England, CADW, Crown Estates, MMO, MCA and others) to ensure diver access where possible, and to prevent (sometimes unintended) regulatory consequences that could inhibit recreational diving activities.
For example, the MMO had originally intended to make use of a lift bag a licensable activity, which some in the archaeological community had presumed would afford better protection to vulnerable historic sites. We were able to negotiate use of a lift bag for smaller and contemporaneous objects, without the need for a licence, to ensure diver training, litter picks and recovery of diving equipment could continue without the need for a licence, whilst still maintaining the need for a licence for large scale commercial recovery or recovery of historic items.
Recently we have been working with the Crown Estate to clarify when seabed survey licences would be needed, and to ease the licence burden for recreational divers, compared to commercial operators.
PADI advocates a look,don’t touch approach to visiting wreck sites, leaving the site in tact for others to enjoy. We support in site preservation where possible again for future generations of divers to enjoy, and always advocate for responsible diver access, conceding that some of the most vulnerable (and unsafe, sometimes due to unexploded ordnance) sites may be off limits to us from time-to-time. Generally a licence isn’t needed to dive most of the wreck sites in the UK on a look,don’t touch basis, and licences aren’t needed for diver training activities.
For dive centres needing to place marker buoys for long periods, a self-service marine licence is available for markers placed for more than 28 days. If the marker is placed for less than 24 hours, no marine licence is needed, and for placements between 24hours and 28 days, you need to notify the MMO by completing an exemption notification form.
If you’re engaged in archaeologically activities, then you’ll need to consider a range of licencing obligations.
Here is a little reminder of just how beautiful the wreck diving around the United Kingdom is. Located off Scotland’s Northern most tip, Orkney is home to Scapa Flow – a huge natural harbour. Here, in 1919 the entire German high sea’s fleet collectively scuttled. With 7 wrecks remaining to dive – this is one for the bucket list!
Following the success of the 2017 Familiarisation Trip to the Murcia region of Spain, the Costa Brava Tourist Board contacted PADI offering to support another trip. The Regional Managers for the UK and Political Advisor for Spain invited 8 UK Dive Centre representatives and lined up the Spanish Dive Centres ready to receive these guests.
The aim of this trip was to introduce the UK Dive Centres to the diving community in Spain and show them that it can be a great destination for long weekend dive trips, a place to complete courses and to send students when they are only completing a referral in the UK.
With a number of sheltered dive spots there is always guaranteed diving on a variety of depths and types of sites – suitable for all levels.
Over the 4 day trip the group enjoyed a number of dives, a guided tour of Girona, long lunches and a meet & greet session with around 15 Dive Centres from the Region. During this time they received information from the local Dive Centres and Resorts showing everything they have to offer.
Each of the UK Dive Centres were very impressed and surprised by what this area of Spain has to offer and plans are already being put in place for them to run a variety of trips over there.
If you have not been on a dive trip to Spain before, maybe it is time to start exploring the diving that the Mediterranean has to offer!
For more information on running trips to this part of Spain, or any other destination please contact your Regional Manager – Emma Hewitt – [email protected] or Matt Clements – [email protected]
It has been a successful and busy summer of diving around the United Kingdom. As Regional Managers we have been out and about supporting Dive Centres and Instructors with a host of activities and events.
So, what has been happening? Member forums, charity events, EVE training seminars, business development workshops and AWARE Week, are just a few of the many events across the UK. We would like to thank you for your continued commitment and support at these forums, training days and events.
It has been particularly inspiring to see how many PADI Professionals have taken part in the PADI Adaptive Techniques Speciality Course this season. This focuses on increasing awareness of varying diver abilities and teaches PADI Pro’s student-centered and prescriptive approaches when adapting techniques to meet diver needs. This is a valuable course to enrol in during the winter months which can then be used for next year’s summer season of diving.
So, as we come into the winter months, we would like to see you all at Dive 2018 and offer our continued support and guidance to help increase marketing activity for all RRA’s.
DIVE 2018 is coming to the NEC, Birmingham on 27th – 28th October. This is a weekend not to be missed. The show attracts a large range of exhibitors showcasing the latest diving holidays, training courses and dive gear. Not only this, but there will be presentations from inspiring speakers who are shaping the Dive Industry. As well as a TekPool, the event will feature a Try Dive Pool making it a great event to take friends and family to who are interested in becoming divers. PADI have teamed up with DIVE 2018 to reward our PADI Members and PADI Divers with a 2-for-1 ticket offer. Please see here for ticket details. Both Emma Hewitt and Matt Clements will be at the show on the Saturday, so get in touch or seek us out at the show as it would be great to catch up and run through anything that you would like to work on.
Marketing & Event Support
The winter months are a great time to work on marketing material ahead of the 2019 summer season. There is a range of support available as well as assets ready for your use. Be sure to use the PADI Dropbox account for access to the latest marketing materials. As well as this, the PADI YouTube Channel and the image library on Flikr is a great source of visual content available for use. One of the surprise findings from the Dive Centre survey was the lack of branded vans, so why not apply for a PADI designed van wrap? There is also a host of support available if you are looking to step outside your centre and run an event or take part in a show.
AWARE Week 2018 was a great success around the United Kingdom, with many UK Dive Shops participating in a number of ways. The week entailed film nights featuring ocean conservation films, Dive Against Debris® events, beach cleans and even a baby lobster release.
To compliment AWARE Week, PADI® and Project AWARE® announced the launch of the updated Project AWARE Speciality course. This course can be taught by all Instructors and Assistant Instructors. PADI Divemasters who have completed the Speciality Instructor training with a PADI Course Director and applied at their PADI Regional Headquarters also qualify to teach this course.
The newly revised Speciality course provides information and support to help individuals take responsibility for ocean health, based on Project AWARE’s 10 Tips for divers. The purpose of the course is to unite scuba divers and water enthusiasts to make a difference. It makes individuals aware of the most pressing problems facing aquatic environments and how to protect them.
The participant’s prerequisites are that they only need to have an interest in the aquatic environment to enrol. There is no minimum age or experience requirement and it is run as a dry course, or “fins off” as Project AWARE like to call it.
With the winter months starting to close in, the Project AWARE Speciality course gives you a chance to get your dive team and customers together to learn about the pressing problems facing our oceans as well as the everyday actions that can be taken to help protect them. This is also a great course to reach out to youth groups and schools to get involved with, in order to teach young people about the importance of ocean protection. If you are a Centre and would like to know more about the PADI Approved Youth Training Scheme for your Centre then please contact your PADI Regional Training Consultant – Emily Petley-Jones ([email protected]).
There is a 10 Tips for Divers Toolkit on the Project AWARE website which includes Divers Handout and the poster. The instructor guide is on the PADI Pro’s site available as a free download and there are also lesson guides to help you in running your courses (Training Essentials> Curriculum> Specialities> Project AWARE Speciality Instructor Outline – v30).
The Project AWARE Specialty focuses on guiding participants toward the following personal commitments and actions they can take to help the environment…