National Association of Underwater Instructors

What National Association of Underwater Instructors does

National Association of Underwater Instructors (NAUI Worldwide) is a 501(c)(6) nonprofit membership organization founded in 1960 and headquartered in Riverview, Florida. It operates as one of the oldest and largest international scuba diving certification agencies, delivering training programs that span entry-level recreational diving, technical diving, public safety diving, scientific diving, apnea, first aid, and dive professional leadership pathways. NAUI distributes its certifications through a global network of affiliated dive centers and independent certified instructors, supplemented by the NAUI CORE digital platform for member management, e-learning, and certification verification, plus a mobile app for on-the-go credential access. Institutional customers citing NAUI include Walt Disney World Resort, the U.S. Navy SEAL Teams, and NASA's Neutral Buoyancy Laboratory.

NAUI monetizes through three primary revenue streams: recurring professional diver and dive center membership dues, training and certification card fees (with course pricing set by individual dive centers rather than centrally), and a direct-to-consumer e-commerce store selling branded merchandise and training materials. The organization also operates program initiatives such as Armed Forces Programs (including DoD SkillBridge), a Diversity Scholarship, an Environmental Impact program, and a Mobile Training Team. GTM is channel-led: NAUI recruits and supports affiliate dive centers and instructors globally and runs the Corporate Alliances program with partners such as Divers Alert Network, 4Ocean, COARE, and STEPDive. Marketing is executed through the NAUI website and Sources blog, social media channels, the NAUI Community Forum, and the annual DEMA Show plus the NAUI Awards Ceremony.

Name

National Association of Underwater Instructors

Legal name

National Association of Underwater Instructors

Website

https://naui.org

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

11–50 employees

Short description

NAUI is a 501(c)(6) nonprofit founded in 1960 and one of the oldest international scuba diving certification agencies. It delivers entry-level through technical and professional diving certifications to recreational divers, dive professionals, dive centers, and institutional clients globally through its affiliated instructor network and NAUI CORE digital platform.

Ownership category

akta.pro rank

Product category

Scuba Diving Certification and Training

NAICS

Sports and Recreation Instruction (611620), Educational Support Services (611710)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Scuba Diving & Freediving Centers (Training, Guided Dives) (THAAAKAD)

Keywords

• Scuba certification training
• Dive instructor certification
• Technical diving courses
• Underwater education programs
• Diver safety standards

Headquarters

HQ city

Tampa

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Membership Fees: NAUI offers professional diver membership and dive center affiliate membership programs with annual renewals, providing members with certification administration, resources, and professional support.
2. Training and Certification: Revenue generated through training course fees, instructor certifications, and diver certification cards. NAUI provides entry-level through leadership and technical diving courses.
3. NAUI Store: Online merchandise store selling branded apparel (hats, towels), water bottle accessories, training materials, and educational products.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

NAUI is a 501(c)(6) nonprofit that develops and issues internationally recognized scuba diving certifications and delivers the underlying training curriculum through a global network of affiliated dive centers and instructors. Offerings span entry-level recreational, continuing education, technical, leadership (instructor), first aid, apnea/freediving, public safety, and scientific diving programs, backed by the NAUI CORE digital platform and the NAUI Mobile App for member services, e-learning, and certification verification.

Product overview

NAUI (National Association of Underwater Instructors) is a scuba diving certification and training organization operating as a unified platform combining certification management, educational programs, and member services. The core product suite consists of NAUI CORE (online certification and course management platform) and the NAUI Mobile App for mobile access, supported by the NAUI Store for training materials and merchandise. Training programs span entry-level recreational diving through advanced technical certifications including Technical Diver Training, Leadership Programs, First Aid, Apnea, Public Safety Diving, and Scientific Diving courses. Additional services include diver certification verification, dive center locator, and special initiatives such as Diversity Scholarship, Armed Forces Programs, Mobile Training Team, and Environmental Impact initiatives. The organization serves individual divers, dive professionals, dive centers, and institutional clients including Walt Disney World Resort, U.S. Navy SEAL Teams, and NASA's Neutral Buoyancy Laboratory.

Differentiator

Problem solved

Functional benefit

Products and services

• Scuba Diving Certification Training Programs
• NAUI Leadership and Instructor Certification Programs
• NAUI First Aid Certification Courses
• NAUI Technical Diver Training
• Apnea (Freediving) Training
• Public Safety Diving Training
• Scientific Diving Training
• NAUI CORE Platform
• NAUI Mobile App
• NAUI Store (Merchandise and Training Materials)
• NAUI Branded Merchandise
• Mobile Training Team

Named customers3 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered notable, core and regional.

• STEPDivenotableStrategic or Co-development Partner · 12 July 2024Collaborative partnership to develop and launch an innovative dive training series specifically designed for young divers, expanding NAUI's reach to new generations.
• COAREnotableStrategic or Co-development Partner · 22 April 2024Partnership providing exclusive seminar giveaways and support for NAUI member education and professional development programs.
• Divers Alert Network (DAN)coreStrategic or Co-development PartnerDAN partnership provides diving safety resources, insurance information, and support services for NAUI members. DAN is featured on NAUI's website as a trusted partner for diver safety and insurance.
• DAN EducationcoreStrategic or Co-development PartnerPartnership for diver education and safety training resources, providing members with access to DAN's educational materials and safety programs.
• Department of Defense SkillBridgenotableGTM or Marketing PartnerMilitary career transition program allowing service members to receive commercial diving training and certifications during their final military service months.
• 4OceannotableStrategic or Co-development PartnerOcean conservation partnership focused on marine debris removal and environmental impact initiatives. Joint efforts include beach cleanups and ocean conservation advocacy.
• SCUBA LATINA and Tarpoon Skin Diving CenterregionalChannel Partner/ Reseller/ DistributorPartnership to expand NAUI training in South Florida, with SCUBA LATINA and Tarpoon Skin Diving Center serving as authorized training providers.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• SDI/TDI (Scuba Diving International / Technical Diving International): SDI/TDI is a certification agency group offering recreational (SDI) and technical (TDI) diving credentials through an affiliated instructor and dive-center network. It overlaps with NAUI most directly in technical diving and instructor-training markets.
• PADI (Professional Association of Diving Instructors): PADI is the world's largest for-profit scuba certification agency, issuing the majority of recreational diver certifications globally. It competes head-to-head with NAUI on entry-level, continuing education, and professional ratings, and is the primary benchmark for global market share in dive training.
• SSI (Scuba Schools International): SSI is another large global recreational scuba certification agency with a similar dive-center/instructor-network model. It competes directly with NAUI across entry-level through professional diver ratings and digital training platforms.
• BSAC (British Sub-Aqua Club): BSAC is a UK-based member-led scuba training organization with a long heritage, offering recreational diver and instructor certifications through affiliated clubs. It is a direct peer in nonprofit/club-based dive training models, particularly relevant to NAUI's European footprint.
• CMAS (Confédération Mondiale des Activités Subaquatiques): CMAS is an international federation of national underwater federations issuing scuba and freediving certifications. It is comparable to NAUI in its federation/network model and competes for recognition among European and government-affiliated divers.

Regional players

• ACUC (American Canadian Underwater Certifications): ACUC is a Canadian-based scuba certification agency with cross-recognition in international markets. It is comparable to NAUI as a smaller, regional certification body competing for instructor and dive-center affiliations in the North American market.

Emerging players

• RAID (Rebreather Association of International Divers): RAID is an international scuba certification agency offering recreational and technical programs through affiliated dive centers. It competes with NAUI for dive-center affiliations and end-diver certifications, particularly in resort and technical markets.
• AIDA (Association Internationale pour le Développement de l'Apnée): AIDA is the international governing body for freediving and breath-hold diving competitions and education. It is comparable to NAUI specifically in the apnea/freediving certification segment where NAUI also offers credentials.
• GUE (Global Underwater Explorers): GUE is a niche, standards-driven agency focused on technical, cave, and rebreather diving. It overlaps with NAUI in the technical diving and instructor-training segments where NAUI is also strongest.

Others

• Divers Alert Network (DAN): DAN is a nonprofit dive safety organization providing insurance, emergency hotlines, and research for the diving community. It is comparable to NAUI as a closely allied ecosystem participant — explicitly partnered with NAUI — that serves the same diver population with complementary services rather than competing certifications.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/nauiworldwide
• YouTubeyoutube.com/nauiusa
• Facebookfacebook.com/nauiworldwide
• LinkedInlinkedin.com/company/890345
• Instagraminstagram.com/nauiscuba

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about National Association of Underwater Instructors