Scuba Diving
Scuba Diving is a privately held PADI Worldwide-owned scuba diving magazine and digital publishing platform serving global recreational divers with editorial content, gear reviews, dive travel guides, training resources, and community programs including ScubaLab testing and the Through Your Lens photo contest.
- Company typePrivate
- Founded1992
- HeadquartersWinter Park, United States
- Headcount51–100
- GTM typeB2C
- OfferingDigital Commerce or Content
What Scuba Diving does
Scuba Diving is a privately held scuba diving magazine and digital publishing platform founded in 1992 and operating as a wholly owned publication of PADI Worldwide. The company produces editorial content covering dive travel destinations, gear reviews, training resources, underwater photography, marine life, and ocean conservation, organized into dedicated content hubs (Gear, Travel, Training, Photo & Video, Marine Life, Community). It serves a global audience of recreational scuba divers ranging from beginners through gear enthusiasts and underwater photographers, alongside advertising clients including dive resorts, liveaboard operators, and gear manufacturers such as Aggressor Adventures, Explorer Ventures, Buddy Dive Resort, Anse Chastanet Resort, SCUBAPRO, Shearwater, and SeaLife.
The underlying technology is a standard digital publishing platform with a content management system supporting articles, gear reviews, photo galleries, video integration, and a searchable gear database containing 140+ products across multiple manufacturers. Scuba Diving operates three notable sub-brands: ScubaLab (proprietary hands-on gear testing division), Through Your Lens (annual underwater photo contest), and Sea Heroes (conservation recognition program). The platform also integrates educational content from the Divers Alert Network (DAN) for safety and training material. No proprietary AI, ML, or novel technology stack is disclosed.
Revenue is generated through four primary streams: digital and print magazine subscriptions (sold through the PADI store), advertising and sponsored content from dive operators and gear manufacturers, PADI Club membership cross-promotion (a recurring subscription product tied to the parent PADI ecosystem), and transaction fees from the annual Through Your Lens photo contest. The go-to-market is content-led and community-led, with SEO-driven organic acquisition, email newsletters, social media distribution, and community events converting readers into subscribers and PADI Club members. Geographic reach spans the United States, Australia, Mexico, Indonesia, Egypt, Maldives, Honduras, Cuba, Poland, and other international markets.
Scuba Diving firmographics
Firmographics- Name
- Scuba Diving
- Legal name
- Scuba Diving
- Website
- https://scubadiving.com
- Company type
- Private
- Founded year
- 1992
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Scuba Diving is a privately held PADI Worldwide-owned scuba diving magazine and digital publishing platform serving global recreational divers with editorial content, gear reviews, dive travel guides, training resources, and community programs including ScubaLab testing and the Through Your Lens photo contest.
- Ownership category
- akta.pro rank
Scuba Diving industry classification
Industry- Product category
- Recreational Diving Media
- NAICS
- Newspaper, Periodical, Book, and Directory Publishers (5131), Other Publishers (51319)
- SIC
- Miscellaneous Publishing (2741), Periodicals: Publishing Or Publishing & Printing (2721)
- akta.pro primary industry
- Diving Experiences (Scuba Dives, Dive Trips, PADI/SSI Courses) (THAJAJAD)
- akta.pro secondary industries
- Dive Centers & Scuba Training (PADI/SSI, certifications) (THAAAIAA), Underwater Photography & Videography Tours/Workshops (THAAAIAK)
Keywords
Where Scuba Diving is headquartered
LocationHeadquarters
- HQ city
- Winter Park
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Scuba Diving business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D
Revenue model
- Magazine Subscriptions: Digital and physical magazine subscriptions offering exclusive dive content, training resources, and member benefits. Subscriptions provide recurring revenue with tiered access to content.
- Advertising and Sponsored Content: Promoted content from dive resorts, liveaboards, tour operators, and gear manufacturers. Native advertising placements throughout the site and magazine featuring partner destinations and products.
- PADI Club Membership: Partnership with PADI for club membership offerings, including certification cards, exclusive content, and community features. Scuba Diving magazine serves as promotional channel for PADI Club.
- Photo Contest Entry Fees: Annual Through Your Lens photo contest generates revenue through entry fees and provides prizes from partner sponsors including liveaboard trips and gear.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Digital subscription with access to online articles, guides, and digital magazine issues |
| One time/ perpetual license | Pay-as-you-go | Sherwood Nitro Fins MSRP |
| One time/ perpetual license | Pay-as-you-go | Bonassi Kombat BCD MSRP |
| One time/ perpetual license | Pay-as-you-go | SeaLife 67MM +6 Macro Lens MSRP |
| One time/ perpetual license | Pay-as-you-go | Nex Cat Ears Regulator Accessory MSRP |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels8 records
Scuba Diving product offering
Product offeringCore offering
Scuba Diving is a print and digital magazine published by PADI Worldwide covering recreational scuba diving. Core editorial content includes dive destination guides, gear reviews through the ScubaLab testing program, training resources for new and experienced divers, underwater photography features, and marine conservation reporting. Distribution spans a website, print magazine, email newsletters, and social channels.
Product overview
Scuba Diving is a digital media publication providing a comprehensive platform of scuba diving content organized across multiple channels. The core offering is the Scuba Diving Magazine website, which delivers editorial content including gear reviews, travel destination guides, training resources, underwater photography tips, marine life information, and conservation news. The publication integrates related products including the PADI Club membership community, the annual Through Your Lens underwater photo contest, the Sea Heroes conservation recognition program, and specialized content hubs covering Learn to Dive, Gear Reviews, Training, and Conservation topics. The site also offers a newsletter subscription service and connects readers to PADI's certification and training ecosystem.
Differentiator
Problem solved
Functional benefit
Brands
- ScubaLab: The testing and review division of Scuba Diving magazine that conducts gear testing and provides recommendations for dive equipment.
- Through Your Lens
- Sea Heroes
Products and services
- Scuba Diving Magazine Subscription-based print and digital magazine delivering editorial content on dive travel, gear, training, underwater photography, and marine conservation for certified recreational scuba divers.
- Scuba Diving Newsletter Email newsletter delivering regular editorial updates, dive travel features, gear news, and conservation stories to subscribers and registered users.
Quantifiable outcome
- 140+ gear products searchable in database
- +2 more outcomes
Companies that use Scuba Diving
Customer profileNamed customers4 records
Segments5 records
Ideal customer profiles1 record
Scuba Diving technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Scuba Diving partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered flagship, major, minor and core.
- Aggressor AdventuresflagshipLiveaboard operator providing prizes for Through Your Lens photo contest including Komodo Aggressor itinerary (grand prize), Belize Aggressor V, Red Sea Aggressor V, and Caribbean Explorer II trips. Awarded 100 Readers Choice Awards for 2026.
- Explorer VenturesmajorLiveaboard company featured in travel content and recognized for leading liveaboard scuba diving worldwide. Provides Caribbean and Maldives itineraries.
- All Star LiveaboardsmajorLiveaboard operator providing prizes for photo contest including All Star Blackbeard's Cruises (Bahamas) and All Star Scuba Scene (Red Sea, Egypt).
- SCUBAPROmajorDive equipment manufacturer providing prizes for photo contest including MK11 EVO/C370 Regulator for second-place winners.
- ShearwatermajorDive computer manufacturer providing Tern TX dive computer as third-place prizes in photo contest.
- Cape Cali x PADIminorApparel brand collaboration providing gear prizes for photo contest grand prize and first-place winners.
- BlancpainminorPrestigious Swiss watchmaker partnering with PADI AWARE for Global Shark and Ray Census, with Scuba Diving magazine dedicating a contest category to sharks and rays.
- PADI WorldwidecorePADI (Professional Association of Diving Instructors) is the parent company of Scuba Diving magazine. The publication serves as a content platform for PADI, promoting diving education, certification cards, and PADI Club membership. Copyright indicates Scuba Diving is a PADI Worldwide company.
- Divers Alert Network (DAN)coreDAN contributes monthly safety columns to Scuba Diving magazine, providing expert guidance on diving health, medical considerations, and accident prevention. Content includes topics like diving with cold, hangovers, medications, and medical advice.
- Buddy Dive Resort BonairemajorAward-winning dive resort in Bonaire recognized as a Readers Choice Award winner. Featured as a 'home away from home' for divers worldwide.
- Anse Chastanet ResortmajorSt. Lucia resort earning six Readers Choice Awards for exceptional diving and island experience.
- PADI AWARE FoundationcoreOcean conservation foundation of PADI. Scuba Diving magazine promotes AWARE certification cards (including $10 donation), Global Shark & Ray Census citizen science program, and marine conservation content.
Scale indicators3 records
Expansion highlights5 records
Scuba Diving competitors and assessment
Company assessmentDirect peers
- X-Ray Mag: Independent scuba diving and marine life publication producing editorial on diving destinations, marine science, underwater photography, and dive industry news.
- Sport Diver: Long-running U.S. scuba diving magazine covering destinations, gear, training, and photography; competes directly for the same audience and advertiser set as Scuba Diving magazine.
- Scuba Diver Magazine: International scuba diving publication with destination features, gear reviews, and training content aimed at certified divers; directly comparable editorial model and audience.
- Dive Magazine: UK-based scuba diving magazine with print and digital editions covering training, gear, marine life, and destinations; serves the same enthusiast audience with similar content verticals.
- DeeperBlue: Digital-first scuba diving and freediving media outlet with news, gear reviews, training content, and community forums; competitor for advertising dollars and reader attention in the scuba niche.
Broad incumbents
- Alert Diver (DAN): Divers Alert Network's member publication covering dive medicine, safety, training, and research; overlapping diving audience with editorial focus adjacent to Scuba Diving's training and safety content.
- Adventure Journal: Lifestyle media brand covering outdoor adventure, travel, and gear including diving; competes for advertising from adventure travel and outdoor gear brands targeting the same consumer demographic.
Emerging players
- Underwater Photography Guide: Online publication dedicated to underwater photography news, tutorials, and gear reviews; overlaps with Scuba Diving's photography vertical and competes for the same underwater photographer segment.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Scuba Diving social profiles
Digital presenceScuba Diving financial estimates
Financial estimateRevenue estimate
Valuation estimate
Scuba Diving leadership team
Management profileNumber of profiles
Scuba Diving funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Scuba Diving 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 Scuba Diving
What does Scuba Diving do?
Scuba Diving is a print and digital magazine published by PADI Worldwide covering recreational scuba diving. Core editorial content includes dive destination guides, gear reviews through the ScubaLab testing program, training resources for new and experienced divers, underwater photography features, and marine conservation reporting. Distribution spans a website, print magazine, email newsletters, and social channels.
Is Scuba Diving a public or private company?
Scuba Diving is a private company. It is classified as corporate owned and is currently operating.
When was Scuba Diving founded?
Scuba Diving was founded in 1992. It employs 51 to 100 people.
Where is Scuba Diving based?
Scuba Diving is headquartered in Winter Park, United States, in the North America region.
How does Scuba Diving make money?
Four revenue lines are on record. Magazine Subscriptions are the primary driver. The others are advertising and Sponsored Content, PADI Club Membership and photo Contest Entry Fees.
Who are Scuba Diving's main competitors?
Direct peers on record are X-Ray Mag, Sport Diver, Scuba Diver Magazine, Dive Magazine and DeeperBlue. Broad incumbents are Alert Diver (DAN) and Adventure Journal. Underwater Photography Guide is listed as an emerging player.
Does Scuba Diving have an API?
No public API is recorded for Scuba Diving.
What industry is Scuba Diving in?
Scuba Diving's product category is Recreational Diving Media. Its primary akta.pro industry code is THAJAJAD, Diving Experiences (Scuba Dives, Dive Trips, PADI/SSI Courses), with a secondary code of THAAAIAA, Dive Centers & Scuba Training (PADI/SSI, certifications). Its NAICS code is 5131 and its SIC code is 2741.