Fathom Five

What Fathom Five does

Fathom Five Divers is a privately held, locally owned scuba diving operator founded in 1982 in Koloa on the South Shore of Kauai, Hawaii, operating as a PADI 5-Star Instructor Development Center under owner Jeannette Auber. The company provides guided boat dives, shore dives, introductory Discover Scuba experiences, PADI certification courses (Open Water and Enriched Air Nitrox), private charters for special occasions, equipment rentals, and gear sales to tourists, visiting divers, and aspiring certified divers on Kauai. Its product portfolio spans price points from $155 (1-tank introductory shore dive) to $655 (full PADI Open Water certification) and includes a premium seasonal Niihau 3-Tank expedition at $465 per diver operating May through September using a custom 38-foot vessel.

The business operates with no proprietary technology stack; the core technology layer is FareHarbor for online booking and reservations management, integrated across the fathomfive.com website. Differentiation rests on deliberate operational constraints — limiting group sizes to a maximum of 6 divers per boat, exclusive seasonal access to Niihau (Forbidden Island) reefs, access to 20+ dive sites within 15 minutes of harbor, and a 35+ year brand legacy recognized by the Ultimate Kauai Guidebook. The go-to-market motion is direct-to-consumer, relying on organic social media (Instagram, Facebook, TikTok, YouTube, Twitter), review platforms (TripAdvisor, Yelp), an extensive educational blog, and a physical retail location at 3450 Poipu Rd for walk-in bookings. Revenue is generated through five streams: per-transaction guided dives, certification course fees, equipment rentals, private charter bookings, and gear sales. The business is highly dependent on Kauai tourism volume and seasonal demand patterns.

Name

Fathom Five

Legal name

Fathom Five Divers

Website

https://fathomfive.com

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

11–50 employees

Short description

Fathom Five Divers is a PADI 5-Star Instructor Development Center founded in 1982 in Koloa, Kauai, Hawaii, offering guided scuba boat dives, shore dives, PADI certification courses, private charters, and equipment rentals to tourists and visiting divers on Kauai's South Shore.

Ownership category

akta.pro rank

Product category

Scuba Diving Services

NAICS

Deep Sea, Coastal, and Great Lakes Water Transportation (48311)

SIC

Water Transportation (4400)

akta.pro primary industry

Dive Centers & Scuba Training (PADI/SSI, certifications) (THAAAIAA)

akta.pro secondary industries

Diving Experiences (Scuba Dives, Dive Trips, PADI/SSI Courses) (THAJAJAD), Scuba Diving & Freediving Centers (Training, Guided Dives) (THAAAKAD), Diving & Snorkeling Retail (Scuba Gear) (CRAMAIAF)

Keywords

• Scuba diving tours
• Dive certification
• Boat diving services
• Shore diving
• Dive equipment rental

Headquarters

HQ city

Koloa

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Scuba Diving Tours: The primary revenue stream consists of guided scuba diving tours including boat dives and shore dives at various price points ($155-$465 per person). These are one-time service transactions for tourists and visitors to Kauai.
2. Scuba Certification Courses: PADI certification courses including Open Water certification ($655) and Enriched Air Nitrox ($295). These represent higher-value transactions with course materials and multi-day training components.
3. Equipment Rentals: Rental equipment including masks, fins, regulators, BCDs, wetsuits, and specialty items like cameras, lights, and Nitrox fills. Core package rental priced at $52.
4. Private Charters: Customized private boat charters for special occasions including underwater weddings, family reunions, ash ceremonies, corporate events, and romantic sunset cruises.
5. Gear Sales: Sale of used scuba gear and accessories from their retail shop location.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Fathom Five Divers operates as a PADI 5-Star Instructor Development Center in Koloa, Kauai, Hawaii, offering guided scuba diving experiences including 2-tank and 3-tank boat dives, shore dives at Koloa Landing, twilight/night dives, and the seasonal Niihau (Forbidden Island) expedition. The company provides PADI Open Water and Enriched Air Nitrox certification courses, Discover Scuba introductory programs for non-certified visitors, private boat charters for special occasions, and equipment rentals.

Product overview

Fathom Five is a PADI 5-Star Instructor Development Center offering scuba diving experiences in Kauai, Hawaii. The company operates a portfolio of dive products including 2-Tank and 3-Tank Boat Dives (certified and premium options), specialty Twilight/Night Dives, and Niihau expeditions for advanced divers. For non-certified visitors, Discover Scuba programs provide introductory experiences with instructor guidance. The product line also includes Shore Dives at Koloa Landing, certification courses (PADI Open Water, Enriched Air Nitrox), equipment rental packages, and Private Charters for bespoke experiences. The company maintains small group sizes (maximum 6 divers per boat) as a key differentiator, offering personalized attention across its dive operations.

Differentiator

Problem solved

Functional benefit

Products and services

• 2-Tank Boat Dive Half-day guided boat diving experience visiting two dive sites within 15 minutes of harbor. Priced from $239 per person, limited to 6 divers per boat, duration approximately 5 hours. Targeted at certified divers and tourists.
• Premium 3-Tank Boat Dive Extended boat diving experience with three dives at depths ranging from 35 to 95 feet across 20+ dive sites. Priced at $345 per person, approximately 7 hours duration.
• Niihau 3-Tank Boat Dive Bucket-list expedition to the Forbidden Island of Niihau with three dives at depths from 45 to 105 feet. Seasonal (May through September), priced at $465 per person, full-day experience (~11 hours) using a 38-foot custom dive boat.
• Twilight/Night 2-Tank Boat Dive Two-tank boat dive transitioning from daylight to darkness to observe marine life behavior changes. Priced at $259 per person, 5 hours duration, includes diving lights. Previous night diving experience not necessary.
• Koloa Landing 2-Tank Shore Dive Guided shore dive at Koloa Landing on South Shore Kauai with depths from 15 to 45 feet. Priced at $170 per person, 4 hours duration, suitable for all skill levels with easy entry.
• 2-Tank Discover Scuba – Koloa Landing Introductory scuba experience for non-certified divers aged 10+. Priced at $225 per certified diver or $190 for non-certified, includes 1-hour academic lesson, all rental gear, and two guided dives. 4.5 hours duration.
• PADI Open Water Certification Course Full PADI Open Water diver certification course spanning 3-5 days. Priced at $655 per person, includes PADI eLearning access, log book, rental gear, pool session, 4 shore dives, certification card, and 10% store discount.
• E-Learner Enriched Air Nitrox Referral Class PADI Enriched Air Nitrox certification for extended bottom times and reduced decompression risk. Priced at $295 per person, includes online theoretical learning and in-person practical training for tank analysis and dive computer setup.
• Private Charters Customized private boat charter experiences for underwater weddings, family reunions, ash ceremonies, corporate events, diving expeditions, or sunset cruises. Includes dedicated captains and crew with state-of-the-art vessels. Pricing available via custom quote.
• Equipment Rental Full gear rental package including mask, fins, snorkel, regulator, weight-integrated BCD, and 5mm wetsuit priced at $52. Ala carte options available for individual items plus specialty gear like lights, cameras, and Nitrox fills.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

Eight partnerships are on record, tiered minor and core.

• Koloa ZiplineminorGTM or Marketing PartnerLocal zipline tour provider offering 8-line course lasting approximately 3.5 hours for $159. Fathom Five refers customers seeking additional adventure activities beyond diving.
• Kauai Hiking AdventuresminorGTM or Marketing PartnerHiking tour operator offering 6-7 hour Nāpali Coast Cliff-Top Hike for $580. Fathom Five recommends to customers wanting land-based adventure activities.
• Kauai Surf SchoolminorGTM or Marketing PartnerSurf lesson provider offering private and semi-private lessons for $300. Fathom Five refers customers interested in additional water sports.
• Kipu Ranch AdventuresminorGTM or Marketing PartnerRanch tour operator offering Ultimate Ranch Tour highlighting diverse landscape, Huleia Jungle, movie backdrops for $199. Fathom Five recommends for customers seeking off-water activities.
• Mauna Loa Helicopter Tours - KauaiminorGTM or Marketing PartnerHelicopter tour operator offering aerial Kauai experiences for $359 per person (up to 4 passengers). Fathom Five recommends as complementary aerial perspective of the island.
• Tasting KauaiminorGTM or Marketing PartnerFood tour operator offering South Shore Food Tour for $114 (3 hours). Fathom Five recommends for culinary experiences complementary to the diving adventure.
• FareHarborcoreTechnology or IntegrationBooking platform integration used across the Fathom Five website for availability calendars, online reservations, and booking management. Powers the embedded booking widgets throughout the site.
• PADI (Professional Association of Diving Instructors)coreStrategic or Co-development PartnerGlobal diving certification agency. Fathom Five operates as a PADI 5-Star Instructor Development Center, offering PADI certification courses and following PADI standards and curriculum.

Scale indicators5 records

Recent moves3 records

Expansion highlights5 records

Regional players

• Honolua Dive Co. Maui dive operator offering boat charters and PADI courses to West Maui visitors; similar boutique dive-shop model on a neighboring island.
• Lahaina Divers: Maui-based PADI dive operator with boat dives, certifications, and introductory scuba programs targeting tourists — a comparable island dive-shop model in a different Hawaiian geography.
• Big Island Divers: Kona-based PADI dive center offering boat dives, night dives, and certification courses; comparable product mix to Fathom Five but on a different island.
• Jack's Diving Locker: Long-running PADI 5-Star IDC on the Big Island (Kona) offering similar mix of boat dives, certifications, and specialty charters; comparable operating model in a neighboring Hawaiian market.

Direct peers

• Bubbles Below Hawaii: Long-established Kauai-based scuba dive operator offering boat and shore dives, certifications, and Niihau charters. Most direct competitor on the same island with overlapping customer base and product mix.
• Divemasters Kauai: Kauai-based PADI operator offering guided boat and shore dives along the same South Shore sites (including Koloa Landing), competing directly for tourist divers.
• Seasport Divers: PADI 5-Star dive center on Kauai's Poipu/Koloa area offering boat dives, shore dives, and PADI certification courses in the same South Shore catchment as Fathom Five.
• Scuba Luv Kauai: Kauai dive shop operating from Port Allen, offering Koloa Landing shore dives, boat dives, and certifications to the same visitor demographic.

Others

• FareHarbor: Booking platform powering Fathom Five's online reservations; an enabling technology partner (and ecosystem participant) shared by virtually all Hawaiian tour operators, making it a useful ecosystem comparable rather than a direct competitor.

Emerging players

• Reef Divers Hawaii: Smaller Hawaii-focused dive operator with more limited boat capacity; competes for the same tourist-diver segment with a less established brand.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/FathomFiveKauai
• YouTubeyoutube.com/channel/UCGzclMTPYR4SYADTeR8_1Mg
• Facebookfacebook.com/fathomfive
• Instagraminstagram.com/fathomfivedivers
• TikToktiktok.com/@fathomfive

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Fathom Five