Huish Outdoors

What Huish Outdoors does

Huish Outdoors is a privately held Salt Lake City, Utah-based holding company that owns and operates a portfolio of six iconic scuba diving equipment brands — Atomic Aquatics (premium regulators and precision equipment), BARE (exposure protection including drysuits, wetsuits, and technical apparel), Hollis (technical and professional diving equipment), Oceanic (recreational diving including dive computers and regulators), Stahlsac (dive and adventure luggage), and Zeagle (BCDs with proprietary Ripcord technology). The brands collectively represent over 150 years of product heritage, with the earliest roots in the 1950s via founder Bob Hollis and formal establishment of Oceanic and BARE in 1972. The portfolio covers the full diving equipment spectrum — regulators, BCDs, drysuits, wetsuits, masks, fins, snorkels, dive instruments, and bags — spanning entry-level recreational through technical, commercial, and military applications.

The company manufactures differentiated, proprietary products including the patented Ripcord Weight Release System, Automatic Torso Recoil, Seam Welded Technology, No Stitch Technology, OmniRed Infrared Fabric, Graphene-integrated wetsuits, and CNC precision-machined Titanium and Monel regulator components. It operates five owned facilities across the United States (Salt Lake City HQ/distribution, Costa Mesa engineering, Oceanside precision machining), Canada (Vancouver — BARE design and Canadian distribution), and Malta (European production and full back-office functions). Total headcount is 51-100 employees. The company has recently extended into connected dive products with the Oceanic+ app ecosystem, Apple Watch Ultra and iPhone integration, and the patent-pending Oceanic+ Dive Housing.

Huish Outdoors generates revenue exclusively through wholesale sales to a global network of authorized dive dealers and specialty retailers, supported by a B2B Portal and Databank. The company does not sell direct-to-consumer from its main website. Pricing is not publicly disclosed but spans best-value entry-level (Oceanic) to industry-leading premium (Atomic Aquatics). Distribution is global, with localized user manual support in 15 languages. Leadership includes CEO Mark Fredrickson and CFO Stewart McRae. No institutional private equity, venture capital, or public market backing is evidenced in the data; the company appears to be founder-controlled and privately held.

Name

Huish Outdoors

Legal name

Huish Outdoors

Website

https://huishoutdoors.com

Company type

Private

Founded year

1972

Operating status

Operating

Headcount range

51–100 employees

Short description

Huish Outdoors is a private holding company operating six scuba diving equipment brands — Atomic Aquatics, BARE, Hollis, Oceanic, Stahlsac, and Zeagle — manufacturing regulators, BCDs, exposure protection, instruments, and accessories distributed globally through authorized dive dealers.

Ownership category

akta.pro rank

Product category

Scuba Diving Equipment

NAICS

Clothing and Clothing Accessories Merchant Wholesalers (42435)

SIC

Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro primary industry

Diving & Snorkeling Retail (Scuba Gear) (CRAMAIAF)

akta.pro secondary industries

Marine Apparel & Footwear Retail (Wetsuits, Rash Guards, Deck Shoes) (CRAMAIAJ), Marine Safety & Navigation Electronics Retail (PFDs, EPIRBs, GPS, VHF) (CRAMAIAH), Outdoor Travel Gear (Duffels, Packs, Dry Bags) Retail (CRAMAAAI)

Keywords

• Scuba diving equipment
• Dive regulators and BCDs
• Exposure protection suits
• Dive instruments and computers
• Watersports adventure gear

Headquarters

HQ city

Salt Lake City

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Diving Equipment Sales: Huish Outdoors generates revenue through the sale of diving equipment and watersports products manufactured under its portfolio of brands (Atomic Aquatics, BARE, Hollis, Oceanic, Stahlsac, Zeagle). Products include regulators, BCDs, drysuits, wetsuits, masks, fins, snorkels, instruments, and bags sold through dealer/retailer channels globally.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

Huish Outdoors is a holding company that designs, manufactures, and distributes a complete line of scuba diving equipment through six wholly owned brands: Atomic Aquatics (premium regulators, BCDs, masks, fins, snorkels), BARE (drysuits, wetsuits, technical apparel), Hollis (technical diving equipment), Oceanic (recreational dive computers, regulators, BCDs), Stahlsac (dive and adventure bags), and Zeagle (BCDs with proprietary Ripcord technology). Products are manufactured across facilities in the U.S., Canada, and Malta, and sold globally through authorized dive dealers and retailers, supported by a B2B dealer portal and ambassador-driven community marketing.

Product overview

Huish Outdoors is a diving equipment holding company offering a portfolio of complementary scuba diving brands under one company. The portfolio includes Atomic Aquatics (premium titanium regulators and precision equipment), BARE (exposure protection - drysuits, wetsuits, technical apparel), Hollis (technical diving equipment for professionals), Oceanic (recreational diving - computers, regulators, BCDs), Stahlsac (dive bags and adventure luggage), and Zeagle (BCDs with Ripcord technology). Combined brands represent over 150 years of history and product innovation. Products span airways/regulators, BCDs, dive instruments/computers, masks, fins, snorkels, bags, drysuits, wetsuits, and technical apparel across all experience levels from recreational to technical, commercial, and military diving.

Differentiator

Problem solved

Functional benefit

Brands

• Atomic Aquatics: Premium scuba diving equipment manufacturer known for titanium regulators, considered definitive leaders in each product category. Founded approximately 25 years ago.
• BARE
• Hollis
• Oceanic
• Stahlsac
• Zeagle

Products and services

• Atomic Aquatics Brand Premium scuba diving equipment brand offering titanium regulators (e.g., ST1, B2x), BCDs, masks, fins, and snorkels using Schott Superwite UltraClear glass and titanium components; positioned for premium/luxury divers.
• BARE Brand

Quantifiable outcome

• Zeagle BCDs known to last over 4,000 dives and 20+ years of service life
• +3 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature9 records

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Scubapro (Johnson Outdoors): Long-established premium dive equipment brand owned by Johnson Outdoors, selling regulators, BCDs, dive computers, wetsuits, and accessories through dealers worldwide. Directly competes with Huish Outdoors across nearly every product category and is the most-cited benchmark against Atomic Aquatics and Oceanic.

Emerging players

• Garmin (Descent dive computers): Garmin's Descent line of smartwatch-style dive computers is a credible new entrant in the recreational and technical dive computer market, putting pressure on Oceanic and Hollis instrumentation and increasingly competing with the Oceanic+ Apple Watch proposition.
• Shearwater Research: Canadian maker of technical and recreational dive computers and rebreather electronics, sold direct and through dealers. Increasingly competes with Hollis and Oceanic at the technical/instrumentation end and represents the kind of DTC-savvy entrant Huish currently lacks.

Direct peers

• Mares: Italian dive equipment manufacturer (sister brand to Aqua Lung under HEAD Sport) competing in regulators, BCDs, dive computers, and fins. Overlaps directly with Huish's mid-tier recreational offering and provides a direct comparison point on retail-channel execution in Europe.
• Suunto: Dive computer, watch, and instrument specialist now owned by Amer Sports. Most directly comparable to Oceanic's dive-instrument category and competes with Zeagle/Hollis accessories in console systems.
• Fourth Element: UK-based exposure protection and thermal apparel brand specializing in drysuits, wetsuits, and undergarments for diving. Direct competitor to BARE in drysuit materials, OmniRed-style thermal technology, and made-to-measure sizing.
• Aqua Lung: Major competitor in regulators, BCDs, masks, fins, snorkels, and exposure protection, currently owned by HEAD Sport. Competes across recreational-to-pro tiers much like Huish's Atomic/BARE/Hollis/Oceanic portfolio and shares the same global dealer-channel distribution model.
• Cressi-sub: Family-owned Italian dive and snorkeling equipment manufacturer offering regulators, BCDs, masks, fins, wetsuits, and dive computers. Operates a vertically integrated model with in-house manufacturing similar to Huish's Malta and Costa Mesa facilities, and competes globally with Huish's recreational and mid-tier brands.
• TUSA (Tabata): Japanese manufacturer of recreational and technical diving equipment including regulators, BCDs, masks, fins, and dive computers. A broad-line competitor at price points that overlap with Oceanic and Hollis, particularly strong in Asia-Pacific markets where Huish is less distributed.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries6 records

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 Huish Outdoors