What Scubapro does

Scubapro is a global manufacturer of premium scuba diving and snorkeling equipment, founded in 1963 and operating today as a wholly-owned brand of Johnson Outdoors Inc. (NASDAQ: JOUT), with the legal entity Johnson Outdoors Diving, LLC. The company's product portfolio spans the full diving system: first and second stage regulator systems built around proprietary platforms (MK25 EVO, MK17 EVO 2, MK19 Evo), wrist and HUD heads-up display dive computers with wireless air integration, buoyancy control devices (BCDs) in back-inflated, front-adjustable, jacket, technical, travel, and snorkeling-vest configurations, dive wear (wetsuits, drysuits, rash guards, hoods, boots, gloves), fins (full-foot, open-heel, and a modular interchangeable system), masks (single, dual, tri-lens, and full-face), snorkels, and accessories (bags, knives, lights, branded apparel). Underlying technology includes titanium and balanced regulator architectures, proprietary firmware and decompression algorithms in dive computers, and connected device support through the LogTRAK mobile dive-logging app, Avelo Mode firmware features, downloadable software/firmware updates, and a Parts For Life warranty and replacement program. Scubapro serves four core customer segments — recreational, technical, professional/instructional divers, and snorkelers — across North America, Latin America, Asia Pacific, and Europe.

The business model is a hardware-driven, one-time-purchase revenue model with no disclosed subscription or recurring revenue component beyond the registered warranty program. Products are sold through a hybrid go-to-market: a direct-to-consumer e-commerce platform operated under scubapro.johnsonoutdoors.com with regional and country-specific storefronts (DE, UK, ES, FR, IT, NL), complemented by a global authorized dealer network accessed via the Dealer Locator tool. Pricing is unit-based and varies by product category, complexity, and tier; the site offers free US shipping and flexible payment options including Klarna and PayPal, but does not publicly disclose price points. Marketing is multi-channel, combining content (blog, social on Instagram/Facebook/YouTube, email newsletter), interactive gear-selector tools (Regulator, BCD, Dive Wear Selectors), and promotional events to drive direct sales, all anchored on Scubapro's premium 'Deep Down You Want the Best' positioning. The Global Dive Team of professional ambassadors provides product validation and community engagement, reinforcing the brand's reach into professional and instructor channels.

Name

Scubapro

Legal name

Johnson Outdoors Diving, LLC

Website

https://scubapro.com

Company type

Private

Founded year

1963

Operating status

Operating

Headcount range

101–250 employees

Short description

Scubapro is a premium scuba diving and snorkeling equipment manufacturer founded in 1963 and owned by Johnson Outdoors Inc., serving recreational, technical, professional, and snorkeling customers worldwide through DTC e-commerce and authorized dealers.

Ownership category

akta.pro rank

Product category

Scuba Diving Equipment

NAICS

Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)

akta.pro primary industry

Diving & Snorkeling Retail (Scuba Gear) (CRAMAIAF)

akta.pro secondary industries

Marine Parts, Accessories & Maintenance Supplies Retail (CRAMAIAB), Dive & Snorkel Equipment Rental, Retail & Boat Services (compressors, gear hire) (THAAAIAL)

Keywords

• Scuba diving equipment
• Dive regulators
• Buoyancy control devices
• Dive computers
• Underwater diving gear

Headquarters

HQ city

El Cajon

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Dive Equipment Sales: Scubapro generates revenue primarily through the sale of scuba diving and snorkeling equipment including regulators, dive computers, BCDs, wetsuits, drysuits, fins, masks, and accessories. Products are sold as one-time purchases through e-commerce and dealer network.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Scubapro designs, manufactures, and sells scuba diving and snorkeling equipment for recreational, technical, and professional divers. The product portfolio includes regulator systems, dive computers, buoyancy control devices (BCDs), dive wear (wetsuits and drysuits), fins, masks, snorkels, and supporting accessories. Products are distributed through direct e-commerce and a global authorized dealer network serving North America, Latin America, Europe, and Asia Pacific.

Product overview

SCUBAPRO is a scuba diving and snorkeling gear manufacturer providing a comprehensive portfolio of equipment for recreational, professional, and technical divers. The product lineup centers on core diving equipment including regulator systems (MK25 EVO, MK17 EVO 2, MK19 Evo first stages paired with S620 Ti, A700, G260 second stages), dive computers (wrist-mounted, HUD heads-up display, and console models including the G3), buoyancy control devices (back-inflated, front adjustable, jacket, technical, and travel-focused Navigator Lite), and dive wear (wetsuits, drysuits, rash guards, hoods, boots, gloves). The portfolio extends to fins (full foot, open heel, and modular systems), masks (dual lens, single lens, tri lens, full face), snorkels, accessories including dive bags, knives, and lights. SCUBAPRO also offers digital services including LogTRAK Mobile App for dive logging, Avelo Mode dive technology, and Software & Firmware updates. The company provides online gear selector tools (Regulator Selector, BCD Selector, Dive Wear Selector) to help divers choose appropriate equipment. Founded in 1963, SCUBAPRO is a subsidiary of Johnson Outdoors Inc. headquartered in Racine, Wisconsin.

Differentiator

Problem solved

Functional benefit

Products and services

• MK25 EVO/S620Ti Dive Regulator System Premium first and second stage regulator system featuring the MK25 EVO balanced first stage and S620 Ti titanium second stage for superior breathing performance in demanding diving conditions. Targeted at advanced and technical divers.
• MK25 EVO/A700 Dive Regulator System High-performance regulator system combining the MK25 EVO first stage with the A700 second stage for demanding diving conditions. Designed for technical and professional divers.
• MK25 EVO/S620 Ti White Dive Regulator System White titanium second stage variant of the MK25 EVO/S620 Ti system offering the same performance with a distinctive white finish. Targeted at divers seeking premium aesthetics and performance.
• MK17 EVO 2/S620 Ti Dive Regulator System Regulator system designed for cold water and contaminated environments featuring the MK17 EVO 2 first stage with anti-freeze protection paired with the S620 Ti second stage.
• MK25 EVO/G260 Dive Regulator System Classic full-featured regulator system pairing the MK25 EVO first stage with the proven G260 second stage for recreational and professional divers.
• MK19 Evo/G260 Dive Regulator System Environmentally sealed regulator system suitable for cold water and challenging dive conditions. Pairs the MK19 Evo first stage with the G260 second stage.
• MK17 EVO 2/G260 Dive Regulator System Cold-water optimized regulator system featuring the MK17 EVO 2 first stage with G260 second stage for professional and technical divers.
• MK19 Evo/A700 Dive Regulator System High-performance regulator system with environmentally sealed first stage and precision-tuned second stage for extreme conditions.
• C370 Regulator Compact entry-level-to-mid-range regulator with diver-changeable color accents, offering reliable SCUBAPRO performance at an accessible price point. Targeted at recreational divers.
• Wrist Dive Computers Wearable dive computers providing real-time dive data, decompression tracking, and customizable features for recreational and technical diving.
• HUD Hands-Free Dive Computers Head-up display dive computers that project dive information directly into the diver's field of view for hands-free monitoring. Targeted at divers seeking advanced convenience.
• Dive Consoles Multi-gauge dive consoles integrating depth, pressure, and dive time monitoring in a single unit. Targeted at recreational divers.
• G3 Dive Computer Advanced wrist-mounted dive computer featuring powerful, intuitive interface with customizable options tailored to diving style and body position. Targeted at advanced recreational and technical divers.
• Navigator Lite BCD Lightweight, travel-focused buoyancy control device designed for adventuring divers who need compact gear. Targeted at traveling recreational divers.
• Back Inflated BCDs Buoyancy control devices with inflation system located at the back for superior stability and trim in the water. Targeted at recreational and technical divers.
• Front Adjustable BCDs Buoyancy control devices with front-adjustable inflation systems for easy control and customization. Targeted at recreational divers.
• Stabilizing Jacket BCDs Jacket-style buoyancy control devices offering stability and comfort for recreational divers.
• Technical BCDs Buoyancy control devices designed for technical diving with multiple dives, mixed gas configurations, and advanced diving techniques.
• Snorkeling Vest BCDs Hybrid buoyancy devices combining snorkeling and light diving functionality. Targeted at snorkelers and surface swimmers.
• Wetsuits Full suits providing thermal insulation and protection for diving in various water temperatures. Targeted at recreational and technical divers.
• Drysuits Sealed exposure suits providing complete thermal protection in cold water environments. Targeted at cold-water and technical divers.
• Rash Guards UPF 50 sun-protective shirts inspired by ocean themes with vibrant marine life patterns and designs. Targeted at snorkelers and surface swimmers.
• Hoods Thermal head protection for diving in cold water conditions.
• Dive Boots Thermal and protective footwear designed for use with dive fins in various conditions.
• Dive Gloves Hand protection for diving providing thermal insulation and abrasion resistance.
• Full Foot Fins Fins with enclosed foot pockets designed for warm water diving and snorkeling.
• Open Heel Fins Fins with open heels allowing use with dive boots, suitable for cold water and technical diving.
• Modular Fin System Interchangeable fin blade and foot pocket system for customization of swimming performance.
• Dual Lens Masks Two-lens diving masks providing a wide field of view with separate lenses for each eye.
• Single Lens Masks Single wide curved lens masks offering maximum peripheral vision.
• Tri Lens Masks Three-lens masks providing expanded vertical and horizontal field of view for technical diving.
• Full Face Masks Masks covering the entire face for snorkeling and light diving with integrated breathing regulator.
• Snorkels Breathing tubes for surface snorkeling with various designs for breathing comfort and clearing. Targeted at snorkelers.
• Dive Bags Specialized luggage for transporting dive gear including wheeled bags, backpacks, and mesh bags.
• Dive Knives Safety and emergency knives designed for diver rescue situations and line cutting.
• Dive Lights Underwater lighting solutions for cave diving, night diving, and underwater photography.
• SCUBAPRO Apparel SCUBAPRO branded clothing including t-shirts, jackets, and casual wear.
• LogTRAK Mobile App Mobile application for logging and managing dive data across devices. Targeted at divers who want to track dive history.
• Avelo Mode Advanced dive technology mode available for select SCUBAPRO dive computers through software and firmware updates.

Quantifiable outcome

• 60+ years of industry experience and brand trust

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Four partnerships are on record, tiered minor and core.

• Travel PartnersminorGTM or Marketing PartnerScubapro partners with travel service providers to offer integrated diving travel experiences to customers. The Travel Partners program enables divers to find compatible travel options for their diving adventures.
• Global Dive TeamcoreStrategic or Co-development PartnerScubapro's Global Dive Team consists of professional divers and ambassadors who provide product feedback, testing, and marketing support. These partnerships help validate and promote Scubapro products in real-world diving conditions.
• KlarnaminorGTM or Marketing PartnerPayment processing partnership enabling flexible payment options (buy now, pay later) for customers purchasing Scubapro products online.
• PayPalminorGTM or Marketing PartnerPayment processing partnership providing secure payment options for e-commerce transactions in EU and other regions.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Suunto: Suunto, part of Amer Sports, is a leading dive computer and sports watch manufacturer. Its dive computer lineup (D5, EON, Peregrine) directly competes with Scubapro's wrist and HUD dive computer families for the same technical and recreational divers.
• Mares: Mares is an Italian-origin dive equipment manufacturer producing regulators, BCDs, dive computers, fins, and masks. It competes head-to-head with Scubapro across the core scuba gear stack and shares the global multi-region distribution model.
• Aqua Lung: Aqua Lung is the most direct global competitor to Scubapro, manufacturing regulators, BCDs, dive computers, masks, fins, and wetsuits. Both brands serve the same recreational, technical, and professional diver segments with comparably premium positioning and global dealer-plus-DTC distribution.
• Oceanic (a Huish Outdoors brand): Oceanic produces regulators, BCDs, dive computers, and gauges that overlap with Scubapro's offerings. It serves a comparable recreational-and-technical diving customer base through a global dealer network.
• TUSA (Tabata): TUSA / Tabata is a Japanese dive and snorkeling equipment maker offering regulators, BCDs, fins, masks, and dive computers. It competes with Scubapro across the same gear stack with global multi-region distribution and strong Asia Pacific presence.
• Atomic Aquatics: Atomic Aquatics is a US-based premium regulator and BCD manufacturer known for all-titanium regulators and high-end breathing systems. It competes most directly with Scubapro's MK25 EVO / S620 Ti flagships in the technical and high-performance diving niche.
• Poseidon Diving Systems: Poseidon is a Swedish manufacturer of technical diving regulators, BCDs, and rebreathers. It overlaps with Scubapro in the cold-water, technical, and cave-diving segments served by the MK17 EVO 2 and Technical BCD lines.
• Sherwood Scuba: Sherwood Scuba is a US-based manufacturer of regulators, BCDs, and dive computers. It targets the same entry-to-mid-level recreational diver base as Scubapro, with overlap in the regulator and computer categories.
• Cressi-sub: Cressi is an Italian dive and snorkeling equipment maker offering regulators, BCDs, fins, masks, snorkels, and wetsuits. It overlaps substantially with Scubapro's product portfolio and competes in both recreational and technical diving segments globally.

Broad incumbents

• Garmin (Descent dive computers): Garmin's Descent dive computer lineup (Descent Mk3, G1) and broader multisport watch ecosystem make it a multi-category entrant into the dive computer space Scubapro targets. While Garmin does not make regulators or BCDs, its brand and watch-platform economics compete for the connected-diver attention and wallet share.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/ScubaproUwatec
• Facebookfacebook.com/Scubapro
• Instagraminstagram.com/scubapro
• Xx.com/scubapro
• LinkedInlinkedin.com/company/scubapro

Revenue estimate

Valuation estimate

Number of profiles

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 Scubapro