What American Diving Supply does

American Diving Supply is a privately held, family/management-owned retailer specializing in SCUBA, commercial, military, and public safety diving equipment, founded in 1973 and headquartered in Egg Harbor Township, New Jersey. The company operates as a multi-brand authorized dealer, distributing products from premier manufacturers including Kirby Morgan, Desco, Gorski, DUI, Coltri, Mares, OTS, and Interspiro, with product lines spanning commercial diving helmets, full-face masks, air control systems, regulators, drysuits, air compressors, umbilicals, hookah systems, diver propulsion vehicles, underwater communications, cameras, lighting, lift bags, welding/cutting equipment, dive computers, and marine lifesaving gear. The company has expanded its catalog into adjacent marine categories including marine navigation electronics, electrical systems, plumbing, watersports, and safety equipment.

The business operates a direct-to-consumer e-commerce model through americandivingsupply.com supplemented by phone-based sales and a dedicated government sales department. It holds Federal GSA Schedule Contract #47QSMA23D08QU enabling government procurement through GSA Advantage and GSA eBuy, and carries Authorized For Military Use designation on key product lines including Coltri compressors, Mares regulators, and Oceanears diver recall systems (with US Navy approval on the Patriot Mod 2). Distribution reaches worldwide shipping including APO/FPO military addresses, with free shipping on orders over $150 in the contiguous U.S. and ClickLease financing available for larger purchases.

The company is led by President Tom Maddox, a former Titanic Expedition Team Member and Mir2 Submersible Crew member, whose public profile following the Titan Submersible incident amplified the company's subject-matter credibility. Customer segments are diversified across recreational, professional/commercial, military, and public safety divers, with commercial and military buyers flagged as primary. The firm is a recognized top dealer for DUI drysuits and maintains proprietary interactive parts schematics for Kirby Morgan helmets. There are no disclosed funding rounds, M&A activity, or AI/ML technology investments; operations run on a very small team of 1-10 employees.

Name

American Diving Supply

Legal name

American Diving Supply

Website

https://americandivingsupply.com

Company type

Private

Founded year

1973

Operating status

Operating

Headcount range

1–10 employees

Short description

American Diving Supply is a privately held, 45+ year old multi-brand authorized retailer of SCUBA, commercial, military, and public safety diving equipment, serving recreational, professional, and government buyers through e-commerce, phone sales, and GSA Schedule contracting.

Ownership category

akta.pro rank

Product category

Diving & Marine Equipment Retail

NAICS

Sporting and Recreational Goods and Supplies Merchant Wholesalers (423910)

SIC

Wholesale-Machinery, Equipment & Supplies (5080)

akta.pro primary industry

Diving & Snorkeling Retail (Scuba Gear) (CRAMAIAF)

akta.pro secondary industries

Marine Parts, Accessories & Maintenance Supplies Retail (CRAMAIAB), Spearfishing & Underwater Fishing Gear Retail (CRAMALAG), Water Sports & Marine Recreation Retail (Paddle/Surf/Dive/Boat Accessories) (CRAMABAI)

Keywords

• Commercial diving equipment
• Scuba gear retailer
• Military diving supplies
• Marine lifesaving equipment
• Underwater work equipment

Headquarters

HQ city

Egg Harbor Township

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Direct retail sales of diving equipment including SCUBA gear, commercial diving equipment, military-grade diving equipment, marine equipment, and marine lifesaving products through their e-commerce platform and phone orders.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

American Diving Supply is a retailer and authorized distributor of diving and marine equipment, supplying SCUBA, commercial, military-grade, public safety, and recreational diving gear as well as marine electronics, navigation, safety, and watersports equipment. The company carries products from manufacturers such as Kirby Morgan, Desco, Coltri, DUI, Mares, OTS, and Interspiro, and sells through an e-commerce storefront, phone orders, and a dedicated government sales department backed by GSA Schedule Contract #47QSMA23D08QU.

Product overview

American Diving Supply operates as a comprehensive diving equipment retail platform offering a broad portfolio of products across three primary categories: (1) Diving Equipment encompassing SCUBA, commercial, public safety, and military-grade diving gear; (2) Marine Equipment covering navigation instruments, electrical systems, plumbing, safety, and watersports; and (3) Marine Lifesaving Equipment for rescue operations. The product lineup centers on professional-grade commercial diving equipment including Kirby Morgan helmets and masks, Desco helmets, Coltri air compressors, air control systems, diving umbilicals, underwater communications, and complete hookah diving systems from Brownie's Third Lung. Supporting products include buoyancy compensators, drysuits, regulators, dive computers, underwater cameras and lighting, lift bags, welding equipment, tools, and an extensive range of accessories such as bags, cases, boots, gloves, hoods, and branded apparel. The company also serves the marine aftermarket with navigation electronics, electrical components, safety equipment, and watersports gear. A key differentiator is their authorization for military use products and GSA government contracting capabilities.

Differentiator

Problem solved

Functional benefit

Products and services

• Commercial Diving Helmets Professional-grade diving helmets for commercial and military applications, including Kirby Morgan, Desco, and Gorski brands, providing head protection and breathing gas delivery for underwater work.
• Full Face Masks Full-face diving masks with integrated communications from Kirby Morgan, OTS, and Interspiro, providing eye protection, breathing gas delivery, and voice communication for professional divers.
• Air Control Systems Surface-supplied air control systems for monitoring and regulating diver breathing gas, including American Diving Supply branded control boxes and Kirby Morgan KMACS portable systems with communications capabilities.
• Buoyancy Compensators BCD devices for controlling underwater buoyancy, available in back mount and jacket style configurations, including parts and accessories for maintenance.
• Drysuits and Undergarments Thermal protection suits including military drysuits, public safety hazmat and rescue drysuits, and sport drysuits, along with undergarments for insulation in cold water conditions.
• Regulators Scuba regulators for delivering breathing gas from tanks to divers, including configurations for cold water and military use.
• Air Compressors High pressure air compressors for filling diving tanks, including Coltri branded models authorized for military use across multiple series.
• Diving Umbilicals Commercial diving umbilicals providing air, communication, and hot water supply to divers, available in 3-part and 4-part twisted configurations in custom lengths up to 300+ feet.
• Hookah Diving Systems Surface-supplied hookah breathing systems from Brown's Third Lung including floating hookah packages, electric compressor systems, and built-in air systems for multiple divers.
• Underwater Communications Hard-wired and wireless diver communication systems enabling voice contact between divers and surface support teams.
• Marine Navigation and Instruments Marine navigation equipment including AIS systems, autopilots, chartplotters, fishfinders, GPS devices, radars, sonars, and transducers from Garmin, Raymarine, Furuno, Humminbird, and Lowrance.
• Marine Safety Equipment Marine safety gear including EPIRBs, life rafts, personal flotation devices, fire suppression, fume detectors, and man overboard devices.
• Marine Lifesaving Equipment Professional marine lifesaving equipment including rescue suits, personal flotation devices, rescue devices, first aid supplies, and specialized apparel for maritime rescue operations.
• Freediving and Spearfishing Equipment Freediving and spearfishing gear including masks, snorkels, wetsuits, fins, spear guns, and accessories for sport diving.
• GSA Government Purchasing Program Federal GSA Schedule Contract (Contract #: 47QSMA23D08QU) enabling government buyers to purchase American Diving Supply products through GSA Advantage and GSA eBuy platforms.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Diving Unlimited International (DUI)coreChannel Partner/ Reseller/ DistributorAuthorized top dealer for DUI drysuits and diving equipment. Company is consistently recognized in DUI's top dealers list.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCtiUKnKBEoCQdrYzFovTlvA
• Facebookfacebook.com/AmericanDivingSupply
• LinkedInlinkedin.com/company/american-diving-supply-llc

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 American Diving Supply