Snuba
SNUBA International, Inc. licenses a patented surface-supplied air delivery system that lets tourists dive up to 20 feet without scuba certification. The company earns fees from a global network of 50+ certified operators offering guided SNUBA tours to vacationers and families.
- Company typePrivate
- Founded1980
- HeadquartersPlacerville, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Snuba does
SNUBA International, Inc. is a privately held recreational activity company that owns the patents and trademarks for a surface-supplied air delivery system positioned between snorkeling and scuba diving. Its core technology is a floating raft carrying air cylinders connected to participants via a 20-foot airline and a standard SCUBA regulator, enabling exploration at depths of 2 to 20 feet without scuba certification. The system is not sold for private use; instead, SNUBA is offered exclusively through a network of licensed SNUBA Recreational Centers operated by certified dive shops, resorts, and charter boat companies across more than 50 locations in destinations such as St. Lucia, the U.S. and British Virgin Islands, Turks and Caicos, Aruba, Curaçao, Sint Maarten, the Bahamas, Cozumel, Cabo, Roatán, the Florida Keys, Hawaii, and Catalina Island. The company also offers SNUBA DOO, a modified program for ages 6-7 with additional flotation features.
SNUBA generates revenue through licensing fees paid by certified operators to use the SNUBA trademark, system, and brand, plus equipment and training program income. Operators charge guests a per-dive fee (confirmed at $115 per person at one location, varying by destination) and conduct guided tours led by professionally trained SNUBA Guides; the network collectively performs as many as 2,500 dives per day. The company markets through its website, social media channels, and operator referrals, with primary customers being tourists, vacationers, and family groups aged roughly 6 to 86 who want a guided underwater experience without certification.
The business is currently led by former operators Lynn and Sandy Ekstrom, who took over from founder Michael Stafford, the originator of the SNUBA concept derived from underwater gold-mining hookah systems. SNUBA International maintains a small corporate team (11-50 employees, headquartered in Husum, Washington) and operates without institutional funding, parent companies, or public listing. Its competitive position rests on registered trademarks and patents, a 40-year brand, an established 50+ operator distribution network, and a strict licensing framework that excludes direct-to-consumer competition.
Snuba firmographics
Firmographics- Name
- Snuba
- Legal name
- SNUBA International, Inc.
- Website
- https://snuba.com
- Company type
- Private
- Founded year
- 1980
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- SNUBA International, Inc. licenses a patented surface-supplied air delivery system that lets tourists dive up to 20 feet without scuba certification. The company earns fees from a global network of 50+ certified operators offering guided SNUBA tours to vacationers and families.
- Ownership category
- akta.pro rank
Snuba industry classification
Industry- Product category
- Recreational Diving Services
- NAICS
- Scenic and Sightseeing Transportation, Water (4872), Tour Operators (561520)
- akta.pro primary industry
- Dive & Snorkel Guides / Dive Masters (Boat-Based & Shore-Based) (THAAALAC)
- akta.pro secondary industries
- Diving Experiences (Scuba Dives, Dive Trips, PADI/SSI Courses) (THAJAJAD), Snorkeling & Marine Activity Centers (THAAAKAE), Snorkeling Tours & Reef Experiences (THAJAJAE)
Keywords
Where Snuba is headquartered
LocationHeadquarters
- HQ city
- Placerville
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Snuba business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Licensed Operator Fees: SNUBA International generates revenue through licensing fees from certified SNUBA Operators who pay to use the SNUBA trademark, system, and brand. Operators must adhere to strict licensing requirements, operating procedures, safety protocols, and environmental standards.
- Guest Tour Fees: Licensed SNUBA Operators collect tour fees from guests who participate in SNUBA excursions. The company collectively conducts as many as 2,500 dives per day across all operator locations worldwide.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard SNUBA Tour |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
Snuba product offering
Product offeringCore offering
SNUBA offers guided recreational underwater tours through a proprietary surface-supplied air delivery system that lets participants breathe underwater at depths up to 20 feet without SCUBA certification. The activity combines snorkeling simplicity with scuba diving depth, delivered through a global network of licensed SNUBA Operators at tourist destinations. Each tour is accompanied by a professionally trained SNUBA Guide, with a 15-minute safety briefing and equipment provided.
Product overview
SNUBA offers a single unified recreational activity product—SNUBA—which blends snorkeling and scuba diving. The core SNUBA experience allows participants to breathe underwater through a regulator connected to a surface raft, exploring depths up to 20 feet without certification. The SNUBA DOO program extends accessibility to young children ages 6-7 with additional safety features. Licensed SNUBA Operators worldwide provide the tours, with professional SNUBA Guides accompanying every excursion. The Key West location also offers a Divemaster Program for those seeking professional diving certification.
Differentiator
Problem solved
Functional benefit
Brands
- SNUBA DOO: A uniquely designed SNUBA program for children aged six and seven, featuring a specially designed flotation vest and regulator with the SNUBA raft never more than 10-feet from the participant.
Products and services
- SNUBA Guided Tour Standard guided SNUBA tour where participants breathe underwater through a SCUBA regulator connected by a 20-foot airline to a floating raft carrying air cylinders at the surface. Allows exploration at depths from 2ft to 20ft without certification. Suitable for ages 8 and up. Includes 15-minute safety briefing and professionally trained SNUBA Guide accompaniment.
- SNUBA DOO SNUBA program tailored for children aged six and seven, featuring a specially designed flotation vest and regulator with the SNUBA raft positioned no more than 10 feet from the participant for additional safety support.
- SNUBA Key West Divemaster Program A 6-week professional diving certification program that includes PADI Rescue Diver, Emergency First Response, PADI Divemaster, and SNUBA Guide Certification, offered at SNUBA Key West location.
Quantifiable outcome
- No decompression sickness risk due to 20ft maximum depth limit
- +1 more outcomes
Companies that use Snuba
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles2 records
Snuba technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Snuba partnerships and signals
Strategic signalPartnerships
22 partnerships are on record, tiered core.
- Stuart Cove's Dive BahamascoreStuart Cove's has been a SNUBA operator for over 10+ years dating back to 2006. SNUBA is available through Stuart Cove's at Blue Adventures within the Atlantis Resort, Paradise Island, Bahamas for cruise ship passengers and direct dive shop reservations.
- Cabo SNUBAcoreCabo SNUBA provides SNUBA operations at four different beach locations throughout Los Cabos: Medano, Santa Maria, Chileno, and Palmilla. Located in Cabo San Lucas, Baja California Sur, Mexico.
- SNUBA Key WestcoreSNUBA Key West offers more than 15 incredible dive locations next to the third largest barrier reef in the world. Currently operates a fleet of three vessels and became a PADI Dive center in 2021.
- Pride of MauicorePride of Maui has been offering SNUBA for over 15 years and has the distinction of introducing more guests to SNUBA than any other passenger vessel in the nation. Operates 65-foot maxi-power catamaran.
- SNUBA CozumelcoreSNUBA Cozumel offers SNUBA at Chankanaab Beach Adventure Park. Located on Cozumel island with white sandy beaches, beautiful scenery, and abundance of marine life.
- SNUBA SXMcoreSNUBA SXM is owned and operated by Michel (Mich) and Kelly Wouterse. Located in Sint Maarten, Caribbean. Operates The Overtaker, a 34-foot former cruise ship rescue vessel.
- BVI SNUBAcoreBVI SNUBA is the only SNUBA operator in the British Virgin Islands, based at Leverick Bay resort and Marina on Virgin Gorda. Offers SNUBA DUO for two guests.
- Caribbean Cruisin'coreSince 2023, Caribbean Cruisin' in Turks and Caicos has been offering SNUBA excursions, providing participants with underwater views at Emerald Reef and shipwreck tours.
- Sugar Beach, A Viceroy ResortcoreLocated on St. Lucia between UNESCO World Heritage Sites of Petit Piton and Gros Piton. SNUBA tours offered daily from 10:00 AM every hour until 3:00 PM.
- Catalina Divers SupplycoreLocated inside the historic Casino building at Casino Dive Park on Catalina Island, California. The only full-service facility offering SNUBA on Catalina with over 100 years of combined staff experience.
- SeaLife ParadisecoreOperates from Pigeon Island National Landmark in St. Lucia. Owned and managed by Anthony Leonce. Provides underwater historic tours and focuses on the island's rich history and culture.
- DePalm Tours ArubacoreDePalm Tours Aruba has been a licensed SNUBA operator since before 2013. Offers SNUBA experiences including Palm Pleasure Catamaran and DePalm Island with stops at Antilla Shipwreck, Boca Catalina, and Arashi Reef.
- Blue Roatán ResortcoreNewest licensed SNUBA operator partnership. Located on West Bay of Roatán, Bay Islands, Honduras. Premier boutique hotel destination offering SNUBA as an adventure activity.
- Sand Dollar SportscoreLocated in Cozumel with over 40 years of experience in the marine excursion industry. Founding member of Cozumel Marine Park initiative since 1996. Also offers Reef Restoration Tours.
- Sundance Water SportscoreFamily-owned operation founded in 1994 by Cindy and George Shattuck. Located at Robbie's Marina in Islamorada, Florida Keys. Operates catamaran named Blue.
- Destin SnorkelcoreLocated in Destin, Florida on the Emerald Coast. Operates multiple vessels including Snuba Runner. Offers tours to Crab Island and other destinations.
- Tilden's Scuba Center & Dive Isla BellacoreTwo locations in Marathon, Florida Keys. Supports training from PADI, NAUI, and SSI. SNUBA keeps participants in the ocean's Life Zone within first 30 feet with maximum depth of 20 feet.
- Underwater Tours CuraçaocoreLocated on Dr. Martin Luther King Boulevard in Willemstad, Curaçao. Mission to make the underwater world accessible to everyone with safe, fun, and unforgettable adventures.
- VI SNUBA ExcursionscoreNearly three decades operating from Trunk Bay in US Virgin Islands. Owners Frank and Tammy Cummings have guided thousands of guests. Frank Cummings leads lionfish removal efforts and received EPA Environmental Champion Award in 2017.
- Coral World Ocean ParkcoreLocated in St. Thomas, US Virgin Islands. SNUBA tours around the protected waters of their iconic Undersea Observatory Tower. Groups limited to 4 people per raft.
- Four WindscoreIncorporated in 1983, Maui Classic Charters operates 55-foot custom double decker power catamaran. Also operates Maui Magic catamaran. Over 40 years of experience with certified CPR and First Aid trained crew.
- SNUBA Tours of KauaicoreLocated on the Garden Isle of Kauai, Hawaii. SNUBA International visited and documented their operations. Expert SNUBA Guides provide thorough safety briefings and educational marine life identification.
Scale indicators4 records
Recent moves7 records
Expansion highlights5 records
Snuba competitors and assessment
Company assessmentBroad incumbents
- GetYourGuide: Global tours and activities marketplace with significant snorkeling, diving, and water-sports inventory in SNUBA's geographies. Functions as both a distribution partner and an aggregator competing for direct booking share from SNUBA operators.
- Viator (Tripadvisor Experiences): Largest online marketplace for tours, activities, and attractions — including snorkeling and diving experiences. SNUBA operators are increasingly distributed through Viator's platform, making Viator both a sales channel and a competitor for tourist mindshare.
- Atlantis Submarines: Operator of submarine sightseeing tours in Hawaii, Caribbean, and Guam — competing for the same 'view underwater without certification' tourist segment as SNUBA but using submerged vessels rather than participant-led dives.
Direct peers
- NAUI Worldwide: Scuba diving certification agency with affiliated dive operations across resort destinations. NAUI offers introductory dive experiences competing for SNUBA's 'no-certification-required' customer, particularly in the Caribbean and Florida Keys where SNUBA has heavy operator density.
- Aqua-Trek Belize: Belize-based scuba, snorkeling, and reef tour operator offering guided marine experiences to resort and cruise passengers — directly comparable to SNUBA's licensed operator model and Caribbean tourism customer base.
- Scuba Schools International (SSI): Global recreational diving certification and training network with affiliated dive centers and resorts worldwide. SSI's Try Scuba program competes for the same first-time underwater experience customer that SNUBA targets, with comparable dive-center economics.
- Stuart Cove's Dive Bahamas: Long-standing SNUBA partner (since 2006) operating SNUBA at the Atlantis Resort in the Bahamas. It is also an independent PADI dive operator offering reef, shark, and wreck diving — directly comparable to SNUBA operators on the same Caribbean routes.
- PADI Worldwide: The world's largest scuba diving certification body, operating a similar franchise/affiliate model. PADI's Discover Scuba Diving program is the most direct substitute for SNUBA's guided intro experience, and SNUBA Key West itself became a PADI dive center in 2021 — making PADI both competitor and ecosystem partner.
Others
- Reef-World Foundation: International non-profit promoting sustainable diving and snorkeling tourism, working with marine park authorities and dive operators globally. Relevant as an ecosystem counterpart to SNUBA's reef-tourism positioning and a potential sustainability-partnership channel.
Emerging players
- Sandals Resorts / Beaches Resorts: All-inclusive Caribbean resort operator that bundles water sports (including diving and snorkeling) into guest packages. Competes for the same vacation activity time and discretionary spend SNUBA targets, and increasingly partners with licensed dive/snuba operators on-property.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Snuba social profiles
Digital presenceSnuba financial estimates
Financial estimateRevenue estimate
Valuation estimate
Snuba leadership team
Management profileNumber of profiles
Profiles2 records
Snuba funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Snuba 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 Snuba
What does Snuba do?
SNUBA offers guided recreational underwater tours through a proprietary surface-supplied air delivery system that lets participants breathe underwater at depths up to 20 feet without SCUBA certification. The activity combines snorkeling simplicity with scuba diving depth, delivered through a global network of licensed SNUBA Operators at tourist destinations. Each tour is accompanied by a professionally trained SNUBA Guide, with a 15-minute safety briefing and equipment provided.
Is Snuba a public or private company?
Snuba is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Snuba founded?
Snuba was founded in 1980. It employs 11 to 50 people.
Where is Snuba based?
Snuba is headquartered in Placerville, United States, in the North America region.
How does Snuba make money?
Two revenue lines are on record. Licensed Operator Fees are the primary driver. The others are guest Tour Fees.
Who are Snuba's main competitors?
Broad incumbents on record are GetYourGuide, Viator (Tripadvisor Experiences) and Atlantis Submarines. Direct peers are NAUI Worldwide, Aqua-Trek Belize, Scuba Schools International (SSI), Stuart Cove's Dive Bahamas and PADI Worldwide. Reef-World Foundation is listed as an others. Sandals Resorts / Beaches Resorts is listed as an emerging player.
Does Snuba have an API?
No public API is recorded for Snuba.
What industry is Snuba in?
Snuba's product category is Recreational Diving Services. Its primary akta.pro industry code is THAAALAC, Dive & Snorkel Guides / Dive Masters (Boat-Based & Shore-Based), with a secondary code of THAJAJAD, Diving Experiences (Scuba Dives, Dive Trips, PADI/SSI Courses). Its NAICS code is 4872.