Sublue

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

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

• Underwater scooters
• Marine power equipment
• Diving propulsion devices
• Underwater boosters
• Yacht power equipment

Headquarters

HQ city

Tianjing

HQ country

China

HQ region

Asia

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Core 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

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Direct 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

• Xx.com/subluetech

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Sublue