Sublue
Sublue is a China-based manufacturer and retailer of underwater propulsion devices, including diving scooters and marine power equipment for yachts, serving recreational divers and marine watercraft owners.
- Company typePrivate
- Founded2003
- HeadquartersTianjing, China
- Headcount251–500
- GTM typeB2C
- OfferingHardware or Manufacturing
Sublue firmographics
Firmographics- Name
- Sublue
- Website
- https://sublue.com
- Company type
- Private
- Founded year
- 2003
- Headcount range
- 251–500 employees
- Short description
- Sublue is a China-based manufacturer and retailer of underwater propulsion devices, including diving scooters and marine power equipment for yachts, serving recreational divers and marine watercraft owners.
- Ownership category
- akta.pro rank
Sublue industry classification
Industry- Product category
- Underwater Propulsion Equipment
- SIC
- Pumps & Pumping Equipment (3561)
- akta.pro primary industry
- Diving & Snorkeling Retail (Scuba Gear) (CRAMAIAF)
- akta.pro secondary industry
- Unmanned Underwater Vehicle (UUV) & Autonomous Submersible Manufacturing (IMAJAOAC)
Keywords
Where Sublue is headquartered
LocationHeadquarters
- HQ city
- Tianjing
- HQ country
- China
- HQ region
- Asia
Markets served
Sublue business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Sublue product offering
Product offeringCore offering
Sublue manufactures and sells underwater propulsion devices, including diving underwater scooters designed for hands-free diving and snorkeling, underwater boosters, and marine power equipment for yachts and watercraft. The company's products serve recreational divers, snorkelers, and boat/yacht owners seeking portable underwater and marine power solutions.
Differentiator
Problem solved
Functional benefit
Products and services
- Diving Underwater Scooters
Companies that use Sublue
Customer profileSegments2 records
Ideal customer profiles2 records
Sublue technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Sublue competitors and assessment
Company assessmentDirect peers
- Yamaha (Seabob): Yamaha's Seabob is the most established premium underwater scooter brand globally, directly competing with Sublue's core product line of recreational diving scooters. Both companies target yacht owners, dive resorts, and affluent recreational users with motor-driven underwater propulsion devices.
- Geneinno: Geneinno is a China-based competitor producing underwater drones and consumer underwater scooters with comparable propulsion technology. It targets the same recreational diving and marine enthusiast segments as Sublue, often competing head-to-head on price and specs in Asian and global markets.
- Bixpy: Bixpy makes handheld and mountable underwater jet propulsion devices for diving, snorkeling, kayaking, and paddleboarding. Its core technology (modular underwater thrusters) overlaps directly with Sublue's propulsion platform, and it serves an overlapping consumer base.
- Whiteshark (Mix): Whiteshark, a Chinese consumer underwater scooter brand, competes in the same segment as Sublue with similar price-positioned products. Direct head-to-head competition exists across both DTC channels and Asian/global retail.
Broad incumbents
- Scubapro: Scubapro is a global incumbent in scuba diving equipment (regulators, BCDs, dive computers, masks). While it does not specialize in underwater scooters, its deep dealer network and brand authority in diving make it the most likely incumbent to launch a competing product category.
- Aqua Lung: Aqua Lung is one of the largest global diving equipment brands (regulators, BCDs, fins, masks). Its broad diving product portfolio and global distribution footprint make it a comparable category leader that could expand into underwater propulsion devices.
- Cressi: Cressi is a long-established Italian diving and snorkeling equipment manufacturer with strong distribution in Europe and the Americas. It is a relevant comparable for Sublue because it competes for the same recreational diving customer wallet, even though its core products are traditional dive gear.
- Mares: Mares is a global diving equipment manufacturer (regulators, BCDs, dive computers, fins/masks). Although it focuses on traditional scuba gear rather than underwater scooters, it competes for the same end customer and represents the incumbent landscape Sublue must displace.
Emerging players
- Sea-Doo (BRP) — Sea-Doo Underwater Scooter: BRP's Sea-Doo brand has entered the underwater scooter category, leveraging its strong marine leisure brand recognition from personal watercraft. It represents a new entrant from a major marine OEM, directly competitive with Sublue's scooters on consumer awareness and dealer reach.
- Lohas (Lefeet): Lefeet is an Asia-based emerging brand focused on modular, compact underwater scooter systems targeting scuba and snorkeling enthusiasts. It shares Sublue's product philosophy and customer base, representing a fast-follower threat in the consumer segment.
Market position
Customer concentration
Sublue social profiles
Digital presenceSublue financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sublue leadership team
Management profileNumber of profiles
Profiles2 records
Sublue funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sublue M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sublue
What does Sublue do?
Sublue manufactures and sells underwater propulsion devices, including diving underwater scooters designed for hands-free diving and snorkeling, underwater boosters, and marine power equipment for yachts and watercraft. The company's products serve recreational divers, snorkelers, and boat/yacht owners seeking portable underwater and marine power solutions.
When was Sublue founded?
Sublue was founded in 2003. It employs 251 to 500 people.
Where is Sublue based?
Sublue is headquartered in Tianjing, China, in the Asia region.
Who are Sublue's main competitors?
Direct peers on record are Yamaha (Seabob), Geneinno, Bixpy and Whiteshark (Mix). Broad incumbents are Scubapro, Aqua Lung, Cressi and Mares. Emerging players are Sea-Doo (BRP) — Sea-Doo Underwater Scooter and Lohas (Lefeet).
Does Sublue have an API?
No public API is recorded for Sublue.
What industry is Sublue in?
Sublue's product category is Underwater Propulsion Equipment. Its primary akta.pro industry code is CRAMAIAF, Diving & Snorkeling Retail (Scuba Gear), with a secondary code of IMAJAOAC, Unmanned Underwater Vehicle (UUV) & Autonomous Submersible Manufacturing. Its SIC code is 3561.