Dive

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.

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

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

• Scuba diving tours
• Snorkeling tours
• PADI certification courses
• Dry suit training
• Adventure tourism

Headquarters

HQ city

Reykjavík

HQ country

Iceland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. 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.
3. Merchandise Sales: Sale of branded merchandise including hoodies, t-shirts, caps, and souvenirs featuring Silfra branding.
4. Photo Packages: Optional photo packages available for purchase after tours, priced at 3000 ISK.
5. 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

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core 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

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Bókun ehf.coreTechnology or IntegrationBókun 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.
• PADIcoreStrategic or Co-development PartnerDIVE.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 AdministrationcoreStrategic or Co-development PartnerDIVE.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 FontanaminorStrategic or Co-development PartnerPartnership 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 IcelandminorChannel Partner/ Reseller/ DistributorSpecialized 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

Broad 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

• YouTubeyoutube.com/channel/UCrOc6cks0VqSjpexFf_wC3g
• Facebookfacebook.com/dive.is
• Instagraminstagram.com/dive.is
• LinkedInlinkedin.com/company/dive-is-padi-5-star-dive-center-iceland

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Dive