drrich2
Contributor
Hi:
The recent dissatisfaction over PADI's changes to the DSD program got me thinking. Once upon a time, there was NAUI. It was good. Then along came PADI, which somehow swelled to become the market leader (at least in the U.S., and maybe worldwide as a whole?). And SSI, which seems much like PADI. And TDI decided to branch into recreational instruction, so we've got SDI (thank you for the Solo Diver course!). And SEI seems to exist for people who want more rigorous OW course instruction compared to the mainstream. And we hear that in Europe the BSAC club model is big, and CMAS is also.
So I got to thinking. How'd PADI shoot way past NAUI? Some will say PADI lowered standards and enabled mass diver production, and since SSI seems similar, perhaps why they seem to've grown to be a contender, too. Many people who are more casual about wanting to try diving aren't going to go for harder, more 'hard core' offerings at the outset, and won't know why they might want to seek out SEI (which most have never heard of) over PADI (with the most brand name recognition). There have been other threads about prospective divers choosing an agency.
But on this forum, people sometimes post that NAUI allows instructors to 'beef up' course content & require mastery as a condition of certification, though if memory serves the basic OW requirements, if not beefed up, are very similar to PADI's and SSI's. And NAUI is a not-for-profit, and seems to turn out some good educational materials (I'm judging by the Master Scuba Diver course text book, which I use as a reference).
So, why don't more independent instructors go the NAUI route instead of PADI? (I understand SSI requires its instructors to affiliate with a dive shop, and PADI and NAUI don't). Seems like instructors would want the agency granting the most latitude to them. Seems like if you want to offer 'bare basic' minimum standard courses, you can do it under NAUI, but you've got the option to customize. Is this not the best of both worlds?
And why don't more Dive Shops become NAUI shops instead of 'PADI 5 Star blah-blah-blah' facilities? Does PADI or SSI do something for them NAUI doesn't?
The main market driver I suspect is tropical resort shops doing a lot of 'finisher OW work' on referral who can get a lot more PADI referrals from the U.S.
Is there more to it?
If the issue is brand recognition, it seems to me there are so many PADI shops, your business sounds 'same old, same old.' Could you not market NAUI training is a better choice for the discriminating diver, combining locally custom-enhanced training with additional skills still under the umbrella of a huge, well-established globally recognized brand?
Is the BSAC approach seen as undermining the market for paid formal agency courses? I don't know how the money works in a BSAC or CMAS-affiliated agency setting.
Richard.
P.S.: I live in the U.S., so my perspective is centered there, of course. Some of you can offer viewpoints from other places, and that could be interesting, too.
The recent dissatisfaction over PADI's changes to the DSD program got me thinking. Once upon a time, there was NAUI. It was good. Then along came PADI, which somehow swelled to become the market leader (at least in the U.S., and maybe worldwide as a whole?). And SSI, which seems much like PADI. And TDI decided to branch into recreational instruction, so we've got SDI (thank you for the Solo Diver course!). And SEI seems to exist for people who want more rigorous OW course instruction compared to the mainstream. And we hear that in Europe the BSAC club model is big, and CMAS is also.
So I got to thinking. How'd PADI shoot way past NAUI? Some will say PADI lowered standards and enabled mass diver production, and since SSI seems similar, perhaps why they seem to've grown to be a contender, too. Many people who are more casual about wanting to try diving aren't going to go for harder, more 'hard core' offerings at the outset, and won't know why they might want to seek out SEI (which most have never heard of) over PADI (with the most brand name recognition). There have been other threads about prospective divers choosing an agency.
But on this forum, people sometimes post that NAUI allows instructors to 'beef up' course content & require mastery as a condition of certification, though if memory serves the basic OW requirements, if not beefed up, are very similar to PADI's and SSI's. And NAUI is a not-for-profit, and seems to turn out some good educational materials (I'm judging by the Master Scuba Diver course text book, which I use as a reference).
So, why don't more independent instructors go the NAUI route instead of PADI? (I understand SSI requires its instructors to affiliate with a dive shop, and PADI and NAUI don't). Seems like instructors would want the agency granting the most latitude to them. Seems like if you want to offer 'bare basic' minimum standard courses, you can do it under NAUI, but you've got the option to customize. Is this not the best of both worlds?
And why don't more Dive Shops become NAUI shops instead of 'PADI 5 Star blah-blah-blah' facilities? Does PADI or SSI do something for them NAUI doesn't?
The main market driver I suspect is tropical resort shops doing a lot of 'finisher OW work' on referral who can get a lot more PADI referrals from the U.S.
Is there more to it?
If the issue is brand recognition, it seems to me there are so many PADI shops, your business sounds 'same old, same old.' Could you not market NAUI training is a better choice for the discriminating diver, combining locally custom-enhanced training with additional skills still under the umbrella of a huge, well-established globally recognized brand?
Is the BSAC approach seen as undermining the market for paid formal agency courses? I don't know how the money works in a BSAC or CMAS-affiliated agency setting.
Richard.
P.S.: I live in the U.S., so my perspective is centered there, of course. Some of you can offer viewpoints from other places, and that could be interesting, too.
