What Divers Supply does

Divers Supply is a privately held, family-owned specialty retailer of scuba diving and watersports equipment founded in 1977 and headquartered in Macon, Georgia. The company operates a hybrid retail-and-ecommerce model across three Southeast US locations (Macon, Atlanta/Marietta, Jacksonville) and the divers-supply.com storefront, selling scuba gear, snorkeling equipment, spearfishing/freediving products, watersports items, and underwater photography supplies from major brands such as Scubapro, Mares, Aqualung, Hog, Seac, Henderson, Cressi, and TUSA. Pricing spans budget accessories under $20 to premium dive computers above $1,500, supported by a price match guarantee, free 2-day shipping on select items, and bundled package deals offering up to ~40% savings versus individual SKUs.

Beyond transactional retail, Divers Supply monetizes through several adjacent revenue streams: SCUBA training and certification courses from beginner through professional instructor levels, organized dive travel services, and a factory-authorized service and repair center featuring a proprietary 'double-check' inspection system. The go-to-market motion is a hybrid of product-led ecommerce (self-serve browsing, live chat, phone sales staffed by certified divers), enterprise-style phone consultation, and a community-led referral engine via the Divers Supply Instructor Association (DSIA) and Divers Supply Dive Club, which pay commissions/loyalty dollars to certified instructors whose students and members purchase equipment.

The company serves a diversified base of consumer segments — beginner divers, professional/technical divers, snorkelers and families, spearfishing and freediving enthusiasts, women divers, and travel-oriented divers — with no disclosed institutional or enterprise customers. The technology stack is a conventional e-commerce platform (with Tawk.to live chat and TargetBay verified reviews) rather than an AI- or data-driven system, and operations are concentrated regionally in Georgia and Florida with no international footprint. The business is bootstrapped, with no external funding, private equity involvement, or public ownership indicated.

Name

Divers Supply

Legal name

Divers Supply

Website

https://divers-supply.com

Company type

Private

Founded year

1977

Operating status

Operating

Headcount range

11–50 employees

Short description

Divers Supply is a privately held, family-owned specialty retailer founded in 1977, selling scuba, snorkeling, spearfishing, and watersports equipment through three Southeast US stores (Macon, Atlanta, Jacksonville) and divers-supply.com, complemented by SCUBA training, dive travel, and factory-authorized service.

Ownership category

akta.pro rank

Product category

Scuba Diving Equipment Retail

NAICS

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

SIC

Wholesale-Professional & Commercial Equipment & Supplies (5040)

akta.pro primary industry

Diving & Snorkeling Retail (Scuba Gear) (CRAMAIAF)

akta.pro secondary industries

Dive Centers & Scuba Training (PADI/SSI, certifications) (THAAAIAA), Dive & Snorkel Equipment Rental, Retail & Boat Services (compressors, gear hire) (THAAAIAL), Spearfishing & Underwater Fishing Gear Retail (CRAMALAG)

Keywords

• Scuba diving equipment
• Snorkeling gear
• Spearfishing equipment
• Dive certification training
• Watersports retail

Headquarters

HQ city

Macon

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Scuba and Watersports Equipment Sales: Retail sale of scuba diving gear, snorkeling equipment, spearfishing gear, watersports products, and underwater photography equipment. Revenue generated through one-time product transactions with various price points from budget accessories to premium gear.
2. SCUBA Training and Certification: Certification courses from beginner (Try Scuba, Learn to Scuba) through professional level (Go Professional), plus specialty courses like Technical Diving, Spearfishing, and First Response Training.
3. Dive Travel Services: Organized dive travel experiences and adventure trips for customers.
4. Instructor Association Programs: Commission-based loyalty program where instructors earn loyalty dollars when sponsored students and divers make purchases.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

Divers Supply is a Southeast US-based specialty retailer that sells scuba diving, snorkeling, spearfishing/freediving, watersports, and underwater photography equipment through both physical stores and an e-commerce storefront. The company complements equipment sales with SCUBA certification lessons, dive travel services, factory-authorized equipment service and repair, and instructor/dive club membership programs.

Product overview

Divers Supply is an online scuba diving and watersports equipment retailer operating e-commerce platforms across multiple retail locations. The company's core offering consists of a comprehensive scuba gear product line including essential equipment (BCD, regulators, dive computers, masks, fins, tanks), exposure protection (wetsuits, drysuits, boots, gloves), and specialty gear (sea scooters, hookah systems, underwater communications). They offer bundled packages for beginners to professionals, complemented by snorkeling gear, spearfishing/freediving equipment, watersports items, and underwater photography supplies. The portfolio includes products from major brands like Scubapro, Mares, Shearwater, Aqualung, Hog, Seac, Henderson, Cressi, and Garmin. Divers Supply extends beyond retail with scuba lessons (beginner to professional certification), dive travel services, factory-authorized equipment service/repair, and instructor association programs providing commissions and discounts to affiliated diving instructors.

Differentiator

Problem solved

Functional benefit

Brands

• Divers Supply Instructor Association (DSIA): An independent instructor program offering equipment discounts and commission to certified diving instructors from all certification agencies.
• Divers Supply Dive Club

Products and services

• Scuba Gear Complete range of scuba diving equipment including BCDs, regulators, dive computers, masks, fins, tanks, gauges, weights, wetsuits, and accessories for breathing, seeing, and moving underwater safely. Targeted at recreational and professional divers.
• Scuba Packages Bundled scuba gear packages for beginners through professionals, including wetsuit packages, regulator packages, mask-fin-snorkel packages, and accessory packages offering savings compared to individual purchases.
• Snorkeling Gear Snorkeling equipment including masks, snorkels, fins, vests, full face masks, and packages for surface swimming and shallow water exploration. Targeted at casual water enthusiasts and families.
• Spearfishing Gear Spearfishing and freediving equipment including spearguns, freediving masks, snorkels, long blade fins, freediving suits, and freediving computers for underwater hunting. Targeted at spearfishing enthusiasts.
• Watersports Equipment General watersports equipment including swim goggles, swim caps, swim fins, swim suits, paddle sports gear, towables, and life jackets for casual swimmers and active families.
• Underwater Photography Underwater camera equipment, camera lighting, accessories, and dry boxes for capturing images and video underwater. Targeted at divers who document their underwater experiences.
• Scuba Lessons SCUBA certification courses from beginner (Try Scuba, Learn to Scuba) through professional level (Go Professional), plus specialty courses like Technical Diving, Spearfishing, and First Response Training.
• Dive Travel Organized dive travel services and adventure trips for customers looking to dive at destinations. Targeted at travel divers seeking curated dive experiences.
• Scuba Gear Service & Repair Factory authorized SCUBA equipment service and repair featuring the award-winning Double Check Service System in which equipment is serviced by one technician and inspected by a second before release to the customer.
• Divers Supply Instructor Association (DSIA) Independent instructor program offering equipment discounts, commission (paid as loyalty dollars) on student purchases, and facility support (pool, classroom, training equipment) for instructors near store locations. Free membership for instructors from all certification agencies.
• Divers Supply Dive Club Customer loyalty program (also called 'The Dive Team') paying commission to instructors when registered club members purchase equipment, with free first-year membership (a $25 value) for students of DSIA members.

Named customers5 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature1 record

Partnerships

Two partnerships are on record, tiered core.

• Divers Supply Instructor Association (DSIA)coreChannel Partner/ Reseller/ DistributorIndependent instructor program offering equipment discounts, commission on student purchases (paid as loyalty dollars), and facility support (pool, classroom, training equipment) for instructors near store locations. Free membership for instructors from all certification agencies.
• Divers Supply Dive ClubcoreChannel Partner/ Reseller/ DistributorThe Dive Club (also called 'The Dive Team') pays commission to instructors when their sponsored members make equipment purchases. Instructors sponsor students into the club and earn loyalty dollars on all their purchases. First year membership is FREE ($25 value) for students of DSIA members.

Scale indicators3 records

Recent moves1 record

Expansion highlights5 records

Direct peers

• Dive Gear Express: Online-only dive equipment specialist focused on technical and recreational scuba gear with strong pricing positioning. Competes head-to-head with Divers Supply's e-commerce channel on price-match and broad SKU coverage.
• LeisurePro: One of the largest pure-play online dive gear retailers in the US, offering scuba, snorkeling, and spearfishing equipment across all major brands. Directly competes with Divers Supply on price, selection, and ship-anywhere e-commerce, with a similar focus on beginner-to-pro gear packages.
• Scuba.com: Established online scuba gear retailer carrying the same major OEMs (Scubapro, Aqualung, Mares, Cressi) with comparable pricing and training content. Comparable multi-brand, multi-category assortment and customer base to Divers Supply.
• Divers Direct: Florida-based dive gear retailer with both showrooms and a strong e-commerce presence, serving a similar Southeast customer base with comparable brand assortment. Regional overlap and direct overlap on dive gear, snorkeling, and spearfishing make it a close peer.

Broad incumbents

• Aqualung: Iconic global scuba OEM that also operates its own branded retail and training ecosystem. Comparable because it both supplies and competes at retail/instruction level, and Divers Supply explicitly lists Aqualung as a 'trusted manufacturer' partner.
• REI: Large US outdoor retailer with a meaningful dive and snorkeling assortment alongside broader outdoor categories. Overlaps with Divers Supply on consumer snorkelers, swim gear, and entry-level dive accessories, though REI does not specialize in technical scuba.
• Backcountry: Premium online outdoor retailer carrying diving, snorkeling, and watersports gear as part of a broader adventure-outdoor catalog. Competes for the same mid-to-high-end consumer buyer, particularly on watersports and travel-oriented equipment.

Regional players

• Bluewater Divers: Regional dive shop operator with training, retail, and travel services in select US geographies. Comparable vertically integrated service model (retail + training + travel + service) but in a different regional footprint than Divers Supply.

Others

• ScubaPro: Premium scuba OEM and one of Divers Supply's flagship brands. Listed as a 'We to Them' technology/integration partner and one of the largest SKU contributors to the catalog — adjacent as a key supplier whose brand equity Divers Supply benefits from and depends on.
• Mares: Italian scuba OEM whose dive computers (Sirius, Quad, Smart) are deeply integrated into Divers Supply's content and product launches. Functions as both a key supplier and content/launch partner (Bluetooth app integration with Mares Sirius).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/diverssupplyhq

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 Divers Supply