Express Watersports

What Express Watersports does

Express Watersports is a family-owned watersports resort center and PADI 5 Star Dive Center headquartered in Murrells Inlet, South Carolina, founded in 1997. The company operates a single, integrated waterfront location—across from the Murrells Inlet Marshwalk—that combines a 3,500+ sq. ft. retail dive shop, an onsite heated scuba training pool (20 ft x 40 ft), a high-capacity air and Nitrox 32% fill station (15,000+ cu ft stored air, 10,000+ cu ft stored Nitrox), a DOT hydrostatic testing facility, and a private dock serving a diversified fleet of USCG-inspected vessels: a 46-foot Newton dive boat (Scuba Express) with 72 tank racks, a 35-foot CWS Ocean Pro parasail boat, a 38-foot Adventure sailing catamaran, a 31-foot Seaquest inflatable, pontoon boats, and Yamaha VX jet skis.

The company earns revenue across four primary streams: per-activity watersports rentals and tours (parasailing, jet ski rentals, banana boat rides, kayaks, paddleboards, pontoon boats); ticketed cruises and charters (dolphin watch, sunset cruises, catamaran sailing, bachelorette cruises, memorial at sea, catered dinners, fishing charter referrals); scuba diving services spanning dive charters to local wrecks and reefs, full PADI certification curriculum from Bubblemaker through Divemaster ($80-$1,299 per course), Discover Scuba pool sessions, FII-certified freediving courses, retail gear sales, equipment rentals and air fills, DOT hydro testing, and commercial work charters ($1,500-$2,500/day) for TV/film, research, and salvage; and gift certificate pre-payments. Pricing is largely per-transaction pay-as-you-go across $8 air fills up to $2,500 full-day commercial charters.

The business is direct-to-consumer only—Express explicitly avoids third-party vendor booking—and acquires customers via its FareHarbor-integrated website, phone reservations, walk-ins, social media (Facebook, Instagram, YouTube), email/SMS marketing, a live 24/7 webcam, TripAdvisor reviews (Travelers' Choice Award), and referrals from partner hotels and Marshwalk restaurants. Customer mix is heavily skewed toward vacationing tourist families along the Little River-to-Georgetown corridor, with secondary segments of certified and non-certified scuba divers, thrill-seeking adventure tourists, special event groups, school/educational groups, local residents, and a small commercial charter segment (university research, government surveys, TV/film productions). The founder/co-owner is Jonathan C. Poore; the operating team is led by Master Captain/PADI Divemaster Ryan Beale and PADI MSDT Kati Prandi, alongside a small in-house technical staff serving as instructors, gear technicians, and DOT/PSI-PCI inspectors.

Name

Express Watersports

Legal name

Express Watersports

Website

https://expresswatersports.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

11–50 employees

Short description

Express Watersports is a family-owned PADI 5 Star Dive Center in Murrells Inlet, SC, offering scuba charters, certifications, parasailing, jet skis, cruises, and watersports rentals to vacationing tourists along the South Carolina coast.

Ownership category

akta.pro rank

Product category

Recreational watersports and scuba diving services

NAICS

Scenic and Sightseeing Transportation, Water (487210)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Jet Ski, Parasailing & Tow Sports (Wakeboard, Waterski, Tubing) (THAJAJAH)

akta.pro secondary industries

Diving Experiences (Scuba Dives, Dive Trips, PADI/SSI Courses) (THAJAJAD), Water & Marine Guiding Services (Kayak, Canoe, Raft, SUP, Sailing) (THAAALAB), Private Charters & Yacht Experiences (Crewed, Bareboat, Day Charters) (THAJAJAB), Dive & Snorkel Equipment Rental, Retail & Boat Services (compressors, gear hire) (THAAAIAL)

Keywords

• Scuba diving charters
• Parasailing services
• Watersports rentals
• Dive certification courses
• Boat cruises

Headquarters

HQ city

Murrells Inlet

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Watersports Activity Rentals and Tours: Individual activity bookings for parasailing, jet ski rentals, banana boat rides, kayak rentals, stand up paddleboard rentals, and pontoon boat rentals. Customers book time slots and pay per person or per activity. Revenue is one-time per transaction with repeat visit potential from tourists.
2. Cruise Tickets and Charters: Ticketed cruises including dolphin watch/ocean sightseeing, sunset happy hour cruises, sailing catamaran cruises (morning mimosa, dolphin watch, sand bar/beach adventure, sunset sails), July 4th fireworks cruise, seasonal cruises (St. Patrick's Day, Cinco de Mayo), catered dinner cruises, memorial at sea/ashes scattering, bachelorette cruises, fishing charter referrals, and private sailing charters (Set Sail Charter Co.). Pricing varies per person or private vessel charter.
3. Scuba Diving Charters and Instruction: Scuba diving charter tickets (2-tank dives at novice and advanced sites ranging $125-$200 per person), scuba certification courses (Open Water $449, Advanced Open Water $349, Rescue Diver $499, Divemaster $1,299), Discover Scuba ($80), PADI referral program ($350), specialty courses, and emergency first response courses. Also includes commercial work charters for TV/film, salvage, research, and insurance claims (Half Day $1,500, Full Day $2,500).
4. Scuba Gear Retail Sales: Full retail dive shop selling brand name scuba equipment including Cressi Sub, Zeagle, Sherwood Scuba, XS Scuba, AKONA, BARE, Mares, and Tusa. Gear includes regulators, BCDs, wetsuits, masks, fins, snorkels, dive computers, and cameras. Services everything sold with manufacturer warranty backing.
5. Scuba Gear Rentals and Air Fills: Rental equipment including BCD ($15), regulator with octo and computer ($20), mask/fin/snorkel ($10), weight belt ($8), air tank rental ($12, or $10 with charter), nitrox tank rental ($22, or $20 with charter), wetsuit ($10). Complete air package with charter $50, complete nitrox package $60. Air fills: standard air $8-$10, nitrox 32% fills $17-$22. Hydro and visual testing $60, visual only $20, valve overhaul $30. In-house regulator service $125, BCD service $40-$60.
6. Gift Certificates: Gift certificates sold for any dollar amount or specific activities (scuba diving, jet ski rentals, banana boat rides, kayak rentals, parasailing, cruises). Purchased online and emailed to recipient. Represents pre-paid future services.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels9 records

Core offering

Express Watersports is a family-owned watersports resort center operating from Murrells Inlet, South Carolina since 1997. It provides recreational watersports rentals and tours (parasailing, jet skis, banana boats, kayaks, paddleboards, pontoon boats), multiple cruise formats (dolphin watch, sunset, catamaran sailing, seasonal, bachelorette, memorial at sea), and a comprehensive scuba diving operation including charters to local wrecks and reefs, full PADI certification courses, Discover Scuba pool sessions, FII freediving courses, retail dive shop, air and Nitrox fills, and DOT hydro testing. All bookings are direct-to-consumer via website, phone, or walk-in.

Product overview

Express Watersports is a family-owned watersports resort center and PADI 5 Star Dive Center operating from Murrells Inlet, SC since 1997. The company offers a diverse portfolio of water-based activities and services organized into three main pillars: (1) Watersports Rentals & Tours — including Parasailing (CWS Ocean Pro 35ft vessel), Jet Ski Rentals & Eco Tours (Yamaha VX), Banana Boat Rides, Kayak/SUP Rentals & Tours, and Pontoon Boat Rentals; (2) Cruises — including Dolphin Watch & Ocean Sightseeing Cruises (46ft Newton), Sunset Happy Hour Cruises, Catamaran Sailing Cruises (38ft Adventure Catamaran), Seasonal Themed Cruises, July 4th Fireworks Cruise, Bachelorette Cruise, Set Sail Private Charter (Miss Adventure), Catered Boat Cruise, Memorial at Sea, and partner Fishing Charters; and (3) Scuba Diving Services — the most comprehensive division, offering Scuba Diving Charters aboard a 46ft Newton dive boat to local WWII and Civil War wreck sites and artificial reefs, full PADI scuba certification courses from Bubblemaker (age 8+) through Divemaster, Discover Scuba introductory pool sessions, FII-certified Freediving Courses, retail dive shop with gear sales and rentals (Sherwood, Zeagle, Cressi Sub, XS Scuba, AKONA, BARE, Mares, Tusa), DOT Hydro Testing and Tank Service with air and Nitrox fills (15,000+ cu ft stored air, 10,000+ cu ft Nitrox 32%), International Dive Travel Trips (Belize 2026, Grenada 2025, Dominica 2024), Commercial Work Charters for salvage/research/TV/film, and Scuba Training Pool (20ft x 40ft, 4ft shallow to 10ft deep). Additional services include Educational Field Trips for marine biology curriculum, Murrells Inlet Webcam, Gift Certificates, and SMS messaging for booking confirmations. The company uses FareHarbor for online reservations and BigCommerce for e-commerce (gift certificates). All passenger vessels are USCG-inspected; crew are CPR/AED trained and enrolled in USCG mandatory drug testing. The retail store spans over 3,500 sq. ft.

Differentiator

Problem solved

Functional benefit

Products and services

• Parasailing flights aboard a USCG-inspected 35-foot CWS Ocean Pro vessel, with standard 10-12 minute flights and optional 800-foot upgraded flights for up to 3 people at a time. Operating March through October. Parasailing flights aboard a USCG-inspected 35-foot CWS Ocean Pro vessel, with standard 10-12 minute flights and optional 800-foot upgraded flights for up to 3 people at a time. Operating March through October.
• Jet ski rentals on Yamaha VX models with a guided 60-minute ocean riding experience and a separate 90-minute Dolphin Eco Tour guided by rangers early in the morning, operating March through October.
• Group banana boat rides holding up to 6 participants (~1,500 lbs total) on a 35-minute ocean ride from Murrells Inlet to the Atlantic and back, running early March through late October.
• Self-guided and guided kayak rentals of sit-in style single and tandem kayaks through Murrells Inlet, with single kayak capacity of ~250 lbs and tandem capacity of ~450 lbs combined.
• Stand up paddleboard rentals with hard-soled neoprene boots provided for safety and grip, available as self-guided rentals or combined with other paddlesport activities.
• Private pontoon boat rentals departing from Murrells Inlet docks, suitable for families or groups, with pet-friendly policies aboard.
• Ocean sightseeing cruises aboard a 46-foot Newton dive boat or 31-foot Seaquest inflatable, searching for dolphins, sea turtles, and other marine life along the Atlantic coastline.
• Evening sunset cruises through the calm waters of Murrells Inlet with complimentary beer, wine, rum punch, and a fruit and cheese tray.
• Sailing cruises aboard a 38-foot Adventure Catamaran, including Morning Mimosa (3-hour with brunch), Dolphin Day Sail (2-hour), Sand Bar & Beach Adventure (3-hour), and Sunset Sailing (1.5-hour) options, with a maximum of 24 passengers.
• Themed seasonal cruises including St. Patrick's Day and Cinco de Mayo sunset cruises aboard multiple vessel options, with complimentary drinks and themed food.
• Fourth of July fireworks cruise aboard the 46-foot Newton vessel, Waitin' on Two, and Adventure Catamaran, featuring a 2-hour inlet and ocean cruise with dolphin watching and complimentary drinks and snacks, priced at $99 per person.
• Catamaran sunset cruise for bachelorette parties offering semi-private options at $49+ tax per person (shared with public) and private bookings for up to 24 guests at $1,176+ tax, with complimentary wine, rum punch, and fruit and cheese tray.
• Memorial cruise service for scattering ashes at sea aboard a USCG-certified vessel (up to 42 passengers), departing Murrells Inlet to EPA-required 3 nautical miles offshore, with a commemorative certificate provided. Priced at $800 with 50% deposit required.
• Scuba diving charters aboard a 46-foot Newton dive boat serving novice and advanced dive sites including WWII wrecks, Civil War wrecks, and artificial reefs, with experienced captains and PADI Divemasters and Instructors aboard.
• Full PADI scuba certification program from beginner through professional level: Bubblemaker (ages 8-9), Discover Scuba ($80), Open Water Diver ($449), Advanced Open Water ($349), Rescue Diver ($499), Divemaster ($1,299), Master Scuba Diver, and specialty courses including Enriched Air Nitrox, Wreck Diver, Night Diver, and Deep Diver. Also includes PADI Referral Program at $350/person.
• FII (Freediving Instructors International) Level 1 Freediver certification course taught by instructor Rami Zaki, covering safety, breathing, apnea technique, and freediving up to 66 feet/20 meters depth. A 2-day program requiring participants aged 16 and older.
• Retail scuba gear shop and rental service offering Sherwood, Zeagle, Cressi Sub, XS Scuba, AKONA, BARE, Mares, and Tusa brands. Includes complete rental packages (BCD, regulator, mask, fins, snorkel, weight belt, wetsuit, tanks) and gear servicing including regulator service ($125 in-house) and BCD service ($40-$60).
• DOT hydrostatic and visual testing facility for scuba tanks, oxygen tanks, paintball tanks, and SCBA firefight tanks. PSI-PCI inspector on staff. Rates: Hydro & Visual $60, Visual Only $20, Valve Overhaul $30.
• Air fill station with over 15,000 cubic feet of stored air and 10,000 cubic feet of stored Nitrox 32%. Standard air fills at $8 (80 cu ft or less) and $10 (81 cu ft or more); Nitrox 32% fills at $17 (80 cu ft or less) and $22 (81 cu ft or more).
• Organized international dive travel trips between November and February each year. Past destinations include Dominica (Fort Young Hotel & Dive Resort, 2024) and Grenada (True Blue Bay Boutique Resort & Aquanauts Grenada, 2025). Next scheduled destination is Belize (2026).

Quantifiable outcome

• 28+ years operating as family-owned watersports business in Myrtle Beach area
• +4 more outcomes

Named customers8 records

Segments6 records

Ideal customer profiles6 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

15 partnerships are on record, tiered core and minor.

• Drunken Jack's RestaurantcoreStrategic or Co-development PartnerExpress Watersports boats are docked directly behind Drunken Jack's Restaurant on the Murrells Inlet Marshwalk. Restaurant guests can easily access watersports activities and vice versa. Mutual benefit relationship where restaurant provides scenic backdrop and foot traffic, while Express provides boat access and waterfront appeal.
• Bubba's Love ShakcoreStrategic or Co-development PartnerBoats docked behind Bubba's Love Shak restaurant. Location partnership providing mutual visibility and convenience for diners and watersports customers.
• J Peters Grill and BarcoreStrategic or Co-development PartnerBoats docked behind J Peters Grill and Bar on the Marshwalk. Location partnership with mutual customer flow benefits.
• Mullet HutminorStrategic or Co-development PartnerBoats docked behind the Mullet Hut restaurant. Location partnership providing dock access and cross-promotional opportunities with local dining.
• Inlet Affairs CateringcoreStrategic or Co-development PartnerInlet Affairs is the exclusive caterer for Express Watersports' catered dinner cruises aboard the 46 ft Newton vessel. Located directly next door to Express Watersports building. Provides menu options for graduation events, business mixers, and private celebrations. Contact: 843-651-2904 or inletaffairs.com.
• FII Freedive Instructors International (Rami Zaki)coreImplementation/ SI/ Consulting PartnerFII Freedive Instructor Rami Zaki partners with Express Watersports to host freediving courses in Murrells Inlet. FII-identified core skills curriculum implemented in 2-day Level 1 freediver certification. Private courses available for groups.
• Callas FloristminorStrategic or Co-development PartnerRecommended florist partner for memorial at sea services. Provides 100% biodegradable flowers for ash scattering ceremonies. Contact: 843-651-4520.
• Holiday Inn Express (Murrells Inlet)minorChannel Partner/ Reseller/ DistributorRecommended lodging partner listed on Express Watersports lodging page. Hotel can access discounted rates or commissions for referring guests.
• Hampton Inn Murrells InletminorChannel Partner/ Reseller/ DistributorRecommended lodging partner with direct website link from Express Watersports lodging page.
• Hampton Inn Pawleys IslandminorChannel Partner/ Reseller/ DistributorRecommended lodging partner for Pawleys Island visitors wanting to access Express Watersports activities.
• FareHarborcoreTechnology or IntegrationOnline booking platform integrated into Express Watersports website. Handles all online reservations, availability calendars, and checkout processing. URL: fareharbor.com/embeds/book/expresswatersports.
• Murrells Inlet Fishing ChartersminorChannel Partner/ Reseller/ DistributorRecommended fishing charter partner with 8 boats for inshore and offshore trips. Captain Jason Burton at 843-798-9100. Featured on Express Watersports fishing charters page.
• Outlaw Fishing ChartersminorChannel Partner/ Reseller/ DistributorRecommended fishing charter partner for inshore and offshore fishing. Captain Tommy Werner at 843-504-8793. Mutual referral relationship with Express Watersports.
• Government Agencies (Local and Federal)minorStrategic or Co-development PartnerDive support vessel available for government surveys and insurance claims. Commercial charter services for local and federal agencies requiring underwater survey and inspection capabilities.
• Universities and Research InstitutionsminorStrategic or Co-development Partner46' Newton dive boat available for university research and sea grant programs. Equipped with GPS Plotter/4G Radar/Down imaging Structure scan and Chirp bottom machine for research operations.

Scale indicators10 records

Recent moves8 records

Expansion highlights6 records

Emerging players

• Boatsetter: U.S.-focused peer-to-peer boat rental marketplace with verified captains and insurance offerings. Competes most directly with Express's pontoon boat rental and sailing charter offerings in coastal tourist destinations.
• GetMyBoat: Peer-to-peer boat and watercraft rental marketplace with 60,000+ listings globally. Competes for pontoon, kayak, jet ski, and small-craft rental demand by aggregating private owners — a partial substitute for Express's self-guided rental business, particularly with local residents.
• Cruisebound: Online cruise and boat excursion booking platform that aggregates smaller cruise operators. Represents an emerging alternative distribution channel that could either compete with or feed demand to operators like Express depending on partnership terms.

Direct peers

• Rainbow Reef Dive Center: PADI 5 Star dive center in Key Largo, FL operating a 46-passenger dive boat, full retail dive shop, and complete PADI certification ladder (Open Water through Divemaster). Closest direct comparable in business model — multi-activity dive resort combining charters, instruction, retail, and fill station services.
• Spirit Cruises: Multi-city U.S. operator of dinner, sunset, and sightseeing cruises with USCG-inspected vessels and bundled food/beverage offerings. Comparable activity mix to Express's cruise pillar (sunset happy hour, bachelorette, fireworks, catered dinner, memorial at sea) with similar vessel-scale economics.
• Calypso Divers: Multi-location PADI dive operator offering charters, certifications, and retail in Caribbean and Florida destinations. Comparable full-stack dive business model at similar small-operator scale, providing useful benchmark for unit economics and growth patterns.

Broad incumbents

• Divers Direct: Largest U.S. dive retailer headquartered in Fort Lauderdale, FL with multi-store retail footprint, online sales, and charter referral operations. Operates at significantly larger scale than Express and competes most directly in retail gear, fills, and tank servicing.

Others

• PADI Worldwide: Global scuba certification body (Professional Association of Diving Instructors) and ecosystem gatekeeper. Not a competitor but sets the standards and economics that govern Express's scuba instruction, certification, and referral revenue lines.
• FareHarbor (BookingLayer): Booking and reservation platform specifically built for tours, activities, and attractions — the technology partner Express uses for direct online bookings. Functions as ecosystem infrastructure rather than a competitor, but enables similar operators globally and could disintermediate direct booking economics.
• SNUBA International: Underwater surface-air breathing system operator and franchisor active in tropical resort destinations. Adjacent water-tourism product targeting similar resort/tourist customer profile but differentiated technology and delivery model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UC_Z0mq2VRF6v7DhkanzpK9w
• Facebookfacebook.com/Expresswatersports
• Instagraminstagram.com/expresswatersports
• LinkedInlinkedin.com/company/express-watersports

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 Express Watersports