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Why do Dive Centers and Professionals do it to themselves?

Discussion in 'Business of Diving Institute' started by Industry Outsider, Aug 22, 2019.

  1. Jcp2

    Jcp2 Barracuda

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    My teenaged daughters first comment when watching PADI video and reading the material for OW. “High production value”.
     
  2. BackAfter30

    BackAfter30 Angel Fish

    # of Dives: 50 - 99
    Location: Denver
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    About one year ago. They were unable to supply the study materials, only the tests. I told them to just give me PDFs, which of course, they resisted. They relented after not too much pushing, but it was a pain in my a$$ rather than them taking a customer satisfaction POV and just solving my problem immediately and asking for my continued help in solving their's. I don't appreciate that sort of customer support.
     
  3. BackAfter30

    BackAfter30 Angel Fish

    # of Dives: 50 - 99
    Location: Denver
    49
    36
    18
    Yep, FF for me too. I'm set up similarly to you, and I make everything give me a reason to enable stuff. Same with my iOS apps. Everything wants access to everything always. I give access to nothing never then wait to see what doesn't work with my settings. After that I either start opening up access or delete the app.
     
  4. The Chairman

    The Chairman Chairman of the Board

    # of Dives: I just don't log dives
    Location: Cave Country!
    55,620
    22,827
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    I never used it.

    FireFox, through No Script, allows me a very granular approach to various websites. It works. It allows me to control who sees what from my laptop. I have doubleclick and other Google scripts turned off... even on ScubaBoard.
     
    HKGuns likes this.
  5. JackD342

    JackD342 Dive Shop

    # of Dives: 500 - 999
    Location: Highland Park, IL
    2,127
    1,185
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    I have read this over a few times, and I have not yet figured out what your whole point is. The tone of your post shouts that you seem to think that emphasizing a certification agency relationship is a negative for a dive shop, but I can't find anything in your post that suggest what you think that negative might be.

    And aligning your business with a well known, established, quality brand, and shouting that to the world is good business sense. You are "borrowing" their reputation. There are different agencies, and different ways to align with them, so there are certainly different options available to suit your own business model or style of running your business.

    I am a PADI shop and instructor, and PADI does have a substantial emphasis on driving divers into their member's businesses. I could go on and on. (To be clear, I can find some things that I wish they would do differently or better, but on the whole they do an awful lot exactly right. Their success is not accidental.)

    So my question to you is: "Why do Dive Centers and Professionals do WHAT to themselves?!?

    Just from a PADI perspective, yes their primary emphasis is on new diver acquisition. They have plenty of other initiatives (some successful, some not so much) and efforts to reach certified divers and get them active again, or to continue diving, but that is not the low hanging fruit of getting someone excited about it in the first place. I get the impression your career has largely been in what I will call "destination" diving - much/most of your customer base finds you rather than you finding them. For businesses that operate where their divers live, that is very different. Then it is OUR job to keep the diver diving - create opportunities, be in constant communication, be sure they know what they are missing if they don't join in. It is my job and no one else's to build my own repeat customer base.

    So I am not clear on how an emphasis on creating a pool of new divers "hurts" your business. While that may not have an immediate benefit for you, just how does it hurt you? And you have to be new at some point to become a repeat diver - you need to figure out how to influence one or both of the following choices that are made by a certified diver:
    1. I have some free time and some $$ to spend on it. Do I want to go diving, or do I want to....?
    2. Okay, I want to go diving. Where should I go? Who should I go with?
    And then there is the part of a business model that "does not generate a lot of revenue" called pricing. Well, that is the dynamics of the market place. Competition for that new diver has driven pricing for certification down to the bone. Yes, I wish we were able to charge what that Open Water course is actually worth rather than just barely cover costs, but that is NOT the "fault" of any certification/instructional agency.

    The PADI Travel affiliation is structured to supplement and benefit the member shops. I am sure there are many shops with highly successful travel operations that don't need them, and perhaps a few of those might even consider them competition. But if executed right PADI Travel can actually help me add a source of revenue for my shop, while doing much of the work for me.

    More like Mares/SSI? I can't say it won't happen, but I don't see it having the benefit that one might at first think. That kind of team up might actually hurt a brand. If Mares tells me that I have to have SSI to be a Mares customer, or that I will get better wholesale costs if I also have SSI, I might just choose to go with a different equipment brand rather than fall in line. You will notice that PADI is scrupulous about showing a broad range of gear brands in any and every image they create. I don't know if you can find a single diver in their material that is wearing only one brand. Now if they started to put only one brand in every image, how long do you think it would take for some members that don't sell that brand to start switching rather than constantly advertising product they don't sell?
     
    The Chairman and HKGuns like this.
  6. Bob DBF

    Bob DBF Solo Diver

    # of Dives: I just don't log dives
    Location: NorCal
    6,379
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    I can understand stearing divers to a PADI destination, and perhaps a commission for referring divers to their site. I don't see the benefit to a shop that has a successful travel program, and can see the compition for for divers between them, although I could easily have missed something.

    I'm thinking more like a PADI branded jacket, reg, mask and fins produced buy say Sherwood for example. For those that want to be a real PADI diver.



    Bob
     
    AfterDark likes this.
  7. wetb4igetinthewater

    wetb4igetinthewater Instructor, Scuba

    # of Dives: 500 - 999
    Location: Seattle
    3,604
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    Having taught for a shop that switched to SSI, I found the regional rep to be very hands off with pressure to sell Mares. If you want to, they are happy to have the business, but there was no preferential treatment. Maybe because this shop was part of a 6-shop chain, and had incredible negotiating power with their volume.
     
  8. HKGuns

    HKGuns Barracuda

    # of Dives: 0 - 24
    Location: Merica
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    I did mine in June of this year and everything worked great. Did most of it on my IPad.
     
  9. BackAfter30

    BackAfter30 Angel Fish

    # of Dives: 50 - 99
    Location: Denver
    49
    36
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    iPad was my requirement that they couldn't satisfy. That's what they had to fix. You're welcome.
     
    HKGuns likes this.
  10. JackD342

    JackD342 Dive Shop

    # of Dives: 500 - 999
    Location: Highland Park, IL
    2,127
    1,185
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    Unless a shop is operating at the level of a wholesaler, PADI Travel can fulfill much of the same function as a dive travel agent. Some things (including financials) better, some things less so.
    It is not just another branded wholesaler tossed out into the marketplace. It is also a service/partner heavily marketed to member shops, including detailed presentations on the benefits and the mechanics at DEMA each year.
     
    Bob DBF likes this.

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