Dive
DIVE.IS is Iceland's leading PADI 5 Star dive center, operating guided scuba diving and snorkeling tours at the Silfra fissure in Thingvellir National Park. Founded in 1997, it serves inbound international tourists, certified divers, and PADI students through direct-to-consumer bookings and holds a regulatory monopoly at Silfra.
- Company typePrivate
- Founded1997
- HeadquartersReykjavík, Iceland
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Dive does
DIVE.IS, legally Sportköfunarskóli Íslands ehf., is Iceland's leading PADI 5 Star IDC Development Dive Center, founded in 1997 by Höskuldur Elefsen and headquartered in Reykjavík. The company operates guided scuba diving and snorkeling tours at the Silfra fissure in Thingvellir National Park — the only site worldwide where divers can swim between the North American and Eurasian tectonic plates in 100+ meter visibility water. As the sole operator certified by the Icelandic Maritime Administration to run both diving and snorkeling tours at Silfra, the company benefits from a regulatory monopoly at the country's most iconic dive site. It is also the largest PADI Dry Suit course dive center in Europe.
The product portfolio spans entry-level snorkeling tours (ISK 19,990) to premium 4-day Viking Diver courses (ISK 239,000), including private tours, combo experiences with Laugarvatn Fontana spa, multi-site dives at Silfra and Davíðsgjá, and full PADI certification pathways (Open Water through Pro level). Booking is conducted direct-to-consumer via the company's Bokun-powered website (my.dive.is), with hotel pickup service from Reykjavík and a self-drive meeting point at the Thingvellir site. The company maintains distribution primarily through TripAdvisor, where it ranks #1 of 347 Outdoor Activities in Reykjavík, #1 Watersport Activity in the World (2025), and #1 Once in a Lifetime (2024), supported by nearly 8,000 five-star reviews.
Customer concentration is fully distributed across inbound international tourists, with no single enterprise anchor. Ancillary revenue comes from branded merchandise (Silfra hoodies, t-shirts, caps) and optional photo packages. The company has remained privately held and founder/management-owned since founding, with no external investment or parent company identified.
Dive firmographics
Firmographics- Name
- Dive
- Legal name
- Sportköfunarskóli Íslands ehf. (DIVE.IS - Sport Diving School of Iceland)
- Website
- https://dive.is
- Company type
- Private
- Founded year
- 1997
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- DIVE.IS is Iceland's leading PADI 5 Star dive center, operating guided scuba diving and snorkeling tours at the Silfra fissure in Thingvellir National Park. Founded in 1997, it serves inbound international tourists, certified divers, and PADI students through direct-to-consumer bookings and holds a regulatory monopoly at Silfra.
- Ownership category
- akta.pro rank
Dive industry classification
Industry- Product category
- Scuba Diving and Snorkeling Tour Operations
- NAICS
- Tour Operators (56152), Scenic and Sightseeing Transportation, Water (487210)
- akta.pro primary industry
- Dive Centers & Scuba Training (PADI/SSI, certifications) (THAAAIAA)
- akta.pro secondary industries
- Diving Experiences (Scuba Dives, Dive Trips, PADI/SSI Courses) (THAJAJAD), Scuba Diving & Freediving Centers (Training, Guided Dives) (THAAAKAD), Snorkeling Tours & Reef Experiences (THAJAJAE), Hot Springs, Lagoons & Water-Based Wellness (Thermal Pools, Floating Spas) (THAJAJAN)
Keywords
Where Dive is headquartered
LocationHeadquarters
- HQ city
- Reykjavík
- HQ country
- Iceland
- HQ region
- Europe
Offices2 records
Markets served
Dive business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Supply Chain, Others
Revenue model
- Tour Operations: Revenue from guided scuba diving and snorkeling tours at Silfra and other Icelandic dive sites. Includes day tours, private tours, and multi-day dive tours. Pricing ranges from ISK 19,990 to ISK 175,000 depending on tour type and group size.
- PADI Certification Courses: Revenue from PADI diving courses including Open Water Diver, Dry Suit Academy, Advanced Courses, Specialty Courses, and Pro Courses. Course prices range from ISK 59,990 to ISK 239,000.
- Merchandise Sales: Sale of branded merchandise including hoodies, t-shirts, caps, and souvenirs featuring Silfra branding.
- Photo Packages: Optional photo packages available for purchase after tours, priced at 3000 ISK.
- Transportation Services: Pick-up and transfer services from Reykjavik to Silfra, with transportation fees included in tour prices or available as add-on.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Silfra Snorkeling Day Tour - Entry-level snorkeling experience |
| One time/ perpetual license | Pay-as-you-go | Private Snorkeling Silfra Tour - Exclusive private experience |
| One time/ perpetual license | Pay-as-you-go | Hot and Cold Snorkeling and Spa Tour - Combo experience |
| One time/ perpetual license | Pay-as-you-go | Diving Silfra Tour - Scuba diving experience |
| One time/ perpetual license | Pay-as-you-go | Silfra and Davíðsgjá Diving Combo - Two-site experience |
| One time/ perpetual license | Pay-as-you-go | Lava & Wreck Dive Adventure - Advanced diving |
| One time/ perpetual license | Pay-as-you-go | Dry Suit Course & Dive Silfra 2-day combo |
| One time/ perpetual license | Pay-as-you-go | PADI Open Water Diver Course |
| One time/ perpetual license | Pay-as-you-go | The Viking Diver Course - 4-day intensive |
| One time/ perpetual license | Pay-as-you-go | Hot and Cold Diving and Spa Tour |
| One time/ perpetual license | Pay-as-you-go | Transportation add-on |
| One time/ perpetual license | Pay-as-you-go | Souvenirs and merchandise |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
Dive product offering
Product offeringCore offering
DIVE.IS operates guided scuba diving and snorkeling tours at the Silfra fissure in Thingvellir National Park, plus additional Icelandic dive sites such as Davíðsgjá and Bjarnagjá. It is Iceland's only PADI 5 Star IDC Development Dive Center and runs the largest dry-suit certification program in Europe, offering PADI courses from beginner Open Water through Professional level. Complementary offerings include branded merchandise, optional photo packages, hotel pick-up transfers, and combo tours with Laugarvatn Fontana spa.
Product overview
DIVE.IS is a PADI 5 Star Dive Center and Iceland's leading scuba diving and snorkeling tour operator specializing in tours at Silfra fissure in Thingvellir National Park. The company offers snorkeling and diving tours in the clearest water in the world, dry suit certification courses (the biggest PADI Dry Suit course center in Europe), and various specialty courses. Tours include standard group experiences (Silfra Snorkeling Day Tour, Diving Silfra Tour), private tours with flexible scheduling, combo packages (Hot and Cold tours with Laugarvatn Fontana spa), and multi-site dives (Silfra and Davíðsgjá combo). The company operates from Reykjavik and provides pickup services, with merchandise and photo packages available as add-ons.
Differentiator
Problem solved
Functional benefit
Products and services
- Silfra Snorkeling Day Tour Guided group snorkeling tour in the Silfra fissure at Thingvellir National Park with up to 100+ meter visibility; includes dry suit, all equipment, guide, hot chocolate and cookies, and national park fee. For tourists without diving certification.
- Diving Silfra Tour Guided scuba dive tour at the Silfra fissure between tectonic plates with up to 100-meter visibility. Requires PADI Open Water (or equivalent) and dry-suit certification. Includes dive instructor, all equipment, Silfra fee, and refreshments.
- Private Snorkeling Silfra Tour Exclusive private snorkeling tour at Silfra with dedicated guide, skip-the-line access, and flexible scheduling away from crowds. Includes equipment, Silfra fee, and refreshments.
- Private Diving Silfra Tour Private scuba diving experience at Silfra fissure with dedicated guide, flexible scheduling, and skip-the-line access for up to 3 divers.
- Hot and Cold Snorkeling and Spa Tour Combo Golden Circle experience that combines Silfra fissure snorkeling with a geothermal spa visit at Laugarvatn Fontana. Self-drive format.
- Hot and Cold Diving and Spa Tour Combo Golden Circle scuba diving and spa tour (self-drive) combining a guided Silfra dive with Laugarvatn Fontana geothermal spa access.
- Silfra and Davíðsgjá Diving Combo Combined scuba diving tour at two fissure sites (Silfra and Davíðsgjá) within Thingvellir National Park, for certified divers.
- Lava & Wreck Dive Adventure Advanced dive tour in Bjarnagjá fissure combining salt-water and fresh-water diving near the Reykjanes volcanic area.
- Private Hot Spring Snorkeling in Iceland Private snorkeling tour in a volcanic lake with geothermal bubbles, providing an alternative Icelandic snorkeling experience beyond Silfra.
- Dry Suit Academy Dry-suit certification training program serving as the prerequisite to diving at Silfra; DIVE.IS is Europe's largest PADI Dry Suit course center.
- Dry Suit Course & Dive Silfra 2-Day Combo Two-day package combining dry-suit certification training with a guided Silfra dive experience, designed for visiting certified divers.
- The Dry Suit and Silfra Special Two-day course-plus-dive package that adds a tectonic-plate special and an extra dive on top of dry-suit certification and a Silfra dive.
- The Dry Suit and Silfra Supreme Three-day premium course-and-dive package including dry-suit certification, the Silfra dive, two additional dives, and a tectonic special.
- PADI Open Water Referral - The Base One-day basic PADI Open Water referral course covering foundational diving skills for students who completed theory and pool work elsewhere.
- PADI Open Water Diver Course Three-day entry-level PADI certification course that teaches basic scuba diving skills in a dry suit, qualifying graduates to dive at Silfra.
- The Viking Diver Course Four-day intensive course that delivers two PADI certifications plus guided dives at Silfra and Davíðsgjá fissures.
- Ice Diver Course PADI specialty course focused on cold-water and ice diving techniques, suitable for divers seeking to expand into extreme-environment diving.
- Silfra Merchandise Branded Silfra merchandise (hoodies, T-shirts, caps, jumpers, hats) and post-tour photo packages sold as souvenirs.
Quantifiable outcome
- 100+ meter underwater visibility in Silfra
- +3 more outcomes
Companies that use Dive
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles4 records
Dive technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature3 records
Dive partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- Bókun ehf.coreBókun ehf. (Noatun 17, 105 Reykjavik) serves as the booking engine processor for DIVE.IS. The company uses Bókun's service for processing tour reservations and bookings. DIVE.IS accepts Bókun's Terms of Service for the booking functionality.
- PADIcoreDIVE.IS operates as a PADI 5 Star IDC Development Dive Center, the highest level of PADI certification. The company is authorized to train and certify dive professionals through PADI's Instructor Development Course (IDC) program and issues PADI certifications to students.
- Icelandic Maritime AdministrationcoreDIVE.IS is the only operator certified by the Icelandic Maritime Administration to run both diving and snorkeling tours at Silfra. The company helped develop many of Iceland's safety rules for diving operations.
- Laugarvatn FontanaminorPartnership for combo tours combining Silfra diving/snorkeling with Laugarvatn Fontana geothermal spa. Tours include Hot and Cold Snorkeling and Spa tour and Hot and Cold Diving and Spa tour.
- FreeDive IcelandminorSpecialized freediving tours offered in partnership with FreeDive Iceland for customers interested in breath-hold diving at Silfra using wetsuits rather than dry suits.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
Dive competitors and assessment
Company assessmentBroad incumbents
- Dressel Divers: International PADI 5 Star dive center chain operating in the Caribbean and other destinations. Comparable as a global PADI-affiliated dive-center operator with similar certification and tour offerings, though in tropical rather than cold-water contexts.
- Extreme Iceland: Icelandic tour operator offering Silfra snorkeling and diving tours alongside other adventure activities. Comparable as a multi-activity competitor for tourist bookings, with overlapping offerings at Silfra but broader scope than diving alone.
- Arctic Adventures: A larger Icelandic adventure tour operator offering snorkeling, diving, glacier, and Golden Circle tours. Comparable because it competes for the same inbound tourist spend and offers Silfra snorkeling among its broader portfolio, but does not specialize in diving-only.
Direct peers
- Reykjavík Dive Center: A direct competitor operating scuba diving and snorkeling tours at Silfra and other Icelandic sites. Comparable because it serves the same tourist market with overlapping dry-suit diving products and PADI certification courses, competing head-to-head for the same bookings.
- FreeDive Iceland: Specialized freediving operator and channel partner of DIVE.IS for freediving tours at Silfra. Comparable as a direct niche peer offering a different modality (breath-hold freediving) at the same site, with an active commercial partnership.
Emerging players
- Big Blue Diving: PADI dive center and tour operator in Koh Tao, Thailand. Comparable as a scuba/snorkeling tour operator at a globally recognized dive destination with strong brand reputation and certification offerings.
- Pure Diving: Icelandic diving operator offering Silfra tours and certifications. Comparable as a niche Icelandic dive center selling similar tour and PADI training products to the same tourist segment.
Regional players
- Adventure Vikings: Icelandic adventure tour operator offering Silfra snorkeling and other Golden Circle experiences. Comparable as a regional competitor targeting the same international tourist segment at the same iconic sites.
- South Coast Tours: Icelandic tour operator offering snorkeling tours and other adventure activities. Comparable as a regional Iceland-based competitor for inbound tourist bookings on shared experiences.
Others
- Laugarvatn Fontana: Geothermal spa and partner of DIVE.IS for combo tours. Comparable as an ecosystem partner offering complementary wellness experiences bundled with DIVE.IS's snorkeling and diving tours (Hot and Cold tours).
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Dive social profiles
Digital presenceDive compliance and trust
Trust signalCompliance7 records
Dive financial estimates
Financial estimateRevenue estimate
Valuation estimate
Dive leadership team
Management profileNumber of profiles
Profiles3 records
Dive funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Dive 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 Dive
What does Dive do?
DIVE.IS operates guided scuba diving and snorkeling tours at the Silfra fissure in Thingvellir National Park, plus additional Icelandic dive sites such as Davíðsgjá and Bjarnagjá. It is Iceland's only PADI 5 Star IDC Development Dive Center and runs the largest dry-suit certification program in Europe, offering PADI courses from beginner Open Water through Professional level. Complementary offerings include branded merchandise, optional photo packages, hotel pick-up transfers, and combo tours with Laugarvatn Fontana spa.
Is Dive a public or private company?
Dive is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Dive founded?
Dive was founded in 1997. It employs 1 to 10 people.
Where is Dive based?
Dive is headquartered in Reykjavík, Iceland, in the Europe region.
How does Dive make money?
Five revenue lines are on record. Tour Operations are the primary driver. The others are PADI Certification Courses, merchandise Sales, photo Packages and transportation Services.
Who are Dive's main competitors?
Broad incumbents on record are Dressel Divers, Extreme Iceland and Arctic Adventures. Direct peers are Reykjavík Dive Center and FreeDive Iceland. Emerging players are Big Blue Diving and Pure Diving. Regional players are Adventure Vikings and South Coast Tours. Laugarvatn Fontana is listed as an others.
Does Dive have an API?
No public API is recorded for Dive.
What industry is Dive in?
Dive's product category is Scuba Diving and Snorkeling Tour Operations. Its primary akta.pro industry code is THAAAIAA, Dive Centers & Scuba Training (PADI/SSI, certifications), with a secondary code of THAJAJAD, Diving Experiences (Scuba Dives, Dive Trips, PADI/SSI Courses). Its NAICS code is 56152.