FII
FII (Freediving Instructors International) is a Pompano Beach-based freediving education agency offering standardized Level 1-3 and professional instructor certifications, delivered through 600+ certified instructors across 35,000+ locations on five continents, plus signature camps and an equipment pro shop.
- Company typePrivate
- Founded-
- HeadquartersPompano Beach, United States
- Headcount51–100
- GTM typeB2C
- OfferingServices
What FII does
FII (Freediving Instructors International) is a Pompano Beach, Florida-headquartered freediving education agency founded in 2001 by 13x world record holder Martin Stepanek. The company delivers a standards-based, multi-level certification pathway — Level 1-3 Freediver, Assistant Instructor, Freediving Instructor, and Instructor Trainer — using a proprietary teaching methodology, safety protocols, and student manuals published in six languages. Its distribution model is a hub-and-spoke franchise: 600+ certified instructors operate as independent businesses across 35,000+ course locations on all five continents, while FII HQ retains curriculum authority, certification administration, and brand standards.
Revenue mechanics combine one-time course fees ($295-$780 for core and specialty courses), higher-value professional certifications (Assistant Instructor $545, Freediving Instructor Exam $545), premium immersive camps (Kona Freediving Camp $975, Tenerife Freediving Camp $595), and online equipment retail through the FII Pro Shop. Customer segments span recreational beginners, experienced recreational freedivers, professional/instructor candidates, spearfishermen, youth and families, and freediving enthusiasts seeking destination experiences; named buyers are largely individual consumers and SMB recreational students, with a handful of individual professional athletes (UFC, NFL, competitive spearfishing) training under specific senior instructors. Go-to-market relies on content marketing (blog, safety blackout education), organic social (Instagram, Facebook, Twitter), flagship events (Kona and Tenerife camps, Blue Wild Expo), and decentralized promotion through the global instructor network, with no disclosed external funding, acquisitions, or material AI/ML capabilities.
FII firmographics
Firmographics- Name
- FII
- Legal name
- Freediving Instructors International
- Website
- https://freedivinginstructors.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- FII (Freediving Instructors International) is a Pompano Beach-based freediving education agency offering standardized Level 1-3 and professional instructor certifications, delivered through 600+ certified instructors across 35,000+ locations on five continents, plus signature camps and an equipment pro shop.
- Ownership category
- akta.pro rank
Where FII is headquartered
LocationHeadquarters
- HQ city
- Pompano Beach
- HQ country
- United States
- HQ region
- North America
Offices12 records
Markets served
FII business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Freediving Certification Courses: FII generates primary revenue through course fees for Level 1-3 Freediver courses, specialty courses (spearfishing, monofin, photography), and professional certification programs (Assistant Instructor, Instructor Exam). Course prices range from $295 to $780 USD depending on level and location.
- Freediving Camps & Training Events: Multi-day immersive freediving camps in premium locations (Kona, Tenerife) provide bundled training experiences including depth coaching, marine interaction, and community activities. Camp fees range from $595-$975 USD plus additional expenses.
- Instructor Certification & Training: Professional pathway includes Assistant Instructor ($545), Freediving Instructor Exam, and Instructor Trainer certifications. These higher-value courses generate revenue while expanding the instructor network.
- Pro Shop (Equipment Sales): FII operates an online pro shop (online.freedivinginstructors.com/app/proshop_www/) selling freediving equipment including wetsuits, fins, masks, and training materials.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Level 1 Freediver - Foundational course covering safety, technique, and confidence in confined and open water |
| One time/ perpetual license | Pay-as-you-go | Level 2 Freediver - Advanced training beyond 20m depth |
| One time/ perpetual license | Pay-as-you-go | Level 3 Freediver - Advanced freediver training in Kailua-Kona, Hawaii |
| One time/ perpetual license | Pay-as-you-go | Freediving Instructor Exam - Professional evaluation for teaching independence |
| One time/ perpetual license | Pay-as-you-go | Kona Freediving Camp 2026 - 7-day immersive freediving experience |
| Other | Pay-as-you-go | Cancellation Terms - Tiered refund policy based on timing |
| One time/ perpetual license | Pay-as-you-go | Tenerife Freediving Camp - 7-day training camp in Canary Islands |
| Freemium | Pay-as-you-go | FII ProCamp - Free professional development camp for FII Professionals |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels9 records
FII product offering
Product offeringCore offering
FII is a freediving education agency that delivers standardized freediving courses (beginner through advanced), specialty training, and professional instructor certification programs. The organization trains and certifies freediving instructors globally and runs multi-day educational camps at dive centers and partner facilities worldwide.
Product overview
FII (Freediving Instructors International) offers a structured freediving education system built around safety, skill development, and real-world training progression. The portfolio includes Core Courses (Level 1, Level 2, Level 3 Freediver) as the foundation, Professional Courses (Assistant Instructor, Freediving Instructor Exam) for instructor development, Specialty Courses (spearfishing, monofin, photography) for discipline-specific skills, and Camps (Kona Freediving Camp, Tenerife Freediving Camp) for immersive multi-day training experiences. Additional offerings include Practice Sessions and Trips, Waterman Survival training, and a Junior Freediver program for youth ages 12-15. A ProShop provides equipment retail access.
Differentiator
Problem solved
Functional benefit
Products and services
- FII Core Courses (Levels 1-3)
- FII Specialty Courses
- FII Professional Instructor Courses
- FII Training Camps
- FII Pro Shop Equipment
Quantifiable outcome
- Level 1 graduates typically achieve 20m depth and 2-3 minute breath-hold after 1.5 days of training
- +1 more outcomes
Companies that use FII
Customer profileNamed customers11 records
Segments6 records
Ideal customer profiles3 records
FII technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
FII partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and minor.
- DIVEWISEcoreFII partnered with DIVEWISE for the charity breath-hold competition at Blue Wild Expo. All proceeds were donated to DIVEWISE to support freediving safety awareness initiatives. DIVEWISE is a nonprofit organization focused on drowning prevention and diving safety education.
- Wild Hawaii Ocean Adventure's (WHOA)coreFII partners with WHOA for marine animal interaction trips during the Kona Freediving Camp. WHOA operates ex-Navy Seal vessels and provides offshore freediving experiences with manta rays, sharks, pilot whales, and pelagic fish. This partnership enables unique experiences that differentiate FII camps from competitors.
- Florida FreediverscoreFII-certified facility and sponsor of the Blue Wild Expo charity event. Operates as part of the FII facility network providing training courses in Florida.
- Nautilus SpearfishingminorEvent sponsor for the Blue Wild Expo charity breath-hold competition, providing support for freediving safety awareness initiatives.
- Lauderdale DiverminorEvent sponsor for the Blue Wild Expo charity breath-hold competition, supporting FII's safety awareness mission.
- World of FreedivingminorEvent sponsor for the Blue Wild Expo charity breath-hold competition, contributing to freediving safety awareness.
- Austin's Diving CenterminorEvent sponsor for the Blue Wild Expo charity breath-hold competition.
- Drift FreedivingminorEvent sponsor for the Blue Wild Expo charity breath-hold competition. Operated by FII Instructor Trainer Oliver Haroun.
- IN-SEA ApparelminorEvent sponsor for the Blue Wild Expo charity breath-hold competition.
- Freediving Instructors & ConsultantsminorEvent sponsor for the Blue Wild Expo charity breath-hold competition.
- Divers DirectminorFII partner retailer in Fort Lauderdale where Elisa Buller teaches and promotes freediving courses. This retail partnership provides access to equipment buyers considering freediving education.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
FII competitors and assessment
Company assessmentBroad incumbents
- SSI (Scuba Schools International): Global scuba training agency that also issues freediving certifications (Level 1-3 Freediver). Much larger parent (HeadWorld/Investcorp), with 100+ countries, broader dive retail and dive-center network — overlaps FII in freediving curriculum but as part of a much wider portfolio.
- PADI (Professional Association of Diving Instructors): Largest global scuba certification body with PADI Freediver and Advanced Freediver ratings, leveraging 6,000+ dive centers and 130,000+ professionals worldwide. Competes with FII in freediving education but bundles it into a vastly broader dive ecosystem.
- RAID (Rebreathers, Aquanauts, Instructors & Divers): Multi-discipline dive agency offering Open Water to Instructor scuba plus dedicated freediving programs (RAID FreeDiving). Has absorbed freediving training brands and competes with FII through agency-affiliated dive centers globally.
Direct peers
- AIDA (International Association for the Development of Apnea): International freediving governing body that runs competitive world championships (where FII students have medaled) and issues AIDA-certified instructor ratings. Directly comparable to FII as a global freediving education and competition body.
- Molchanovs: Founded by Alexey Molchanov (son of the late Natalia Molchanova), Molchanovs is the closest direct competitor to FII: a freediving education agency with multi-level certification (Wave 1-4), global instructor network, branded depth disciplines (CWTB, FIM), equipment line, and premium camps/events. Same core offering and customer base as FII.
- Apnea Academy: Italy-based freediving education brand founded by Umberto Pelizzari, offering multi-level freediving and instructor certifications with deep European roots. Comparable niche positioning to FII with overlapping curriculum tiers and instructor-training pathway.
- Performance Freediving International: Freediving education and instructor-certification company operating courses, camps, and instructor training worldwide. Comparable business model to FII — multi-level curriculum, instructor network, and event-driven GTM in the same recreational-to-professional segment.
Emerging players
- Vertical Addiction: Freediving instruction and competition training outfit operating courses and depth camps, primarily in the US. Smaller network than FII but overlapping recreational and competitive freediving audience with similar Lake/Blue Hole camp experiences.
Others
- DIVEWISE: Non-profit safety and drowning-prevention organization that FII has partnered with at the Blue Wild Expo. Operates adjacent to FII's safety-education mission but as a charity rather than a competing certification agency.
- Spear America: Specialty spearfishing retailer and community operator that hosts an FII-certified training facility at its Costa Mesa location. Adjacent rather than directly competing, but represents the spearfishing-adjacent ecosystem FII extends into via its 2016-launched spearfishing course.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights6 records
Customer concentration
FII social profiles
Digital presenceFII financial estimates
Financial estimateRevenue estimate
Valuation estimate
FII leadership team
Management profileNumber of profiles
Profiles1 record
FII funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
FII 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 FII
What does FII do?
FII is a freediving education agency that delivers standardized freediving courses (beginner through advanced), specialty training, and professional instructor certification programs. The organization trains and certifies freediving instructors globally and runs multi-day educational camps at dive centers and partner facilities worldwide.
Is FII a public or private company?
FII is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was FII founded?
FII was founded in -1. It employs 51 to 100 people.
Where is FII based?
FII is headquartered in Pompano Beach, United States, in the North America region.
How does FII make money?
Four revenue lines are on record. Freediving Certification Courses are the primary driver. The others are freediving Camps & Training Events, instructor Certification & Training and pro Shop (Equipment Sales).
Who are FII's main competitors?
Broad incumbents on record are SSI (Scuba Schools International), PADI (Professional Association of Diving Instructors) and RAID (Rebreathers, Aquanauts, Instructors & Divers). Direct peers are AIDA (International Association for the Development of Apnea), Molchanovs, Apnea Academy and Performance Freediving International. Vertical Addiction is listed as an emerging player. Others are DIVEWISE and Spear America.
Does FII have an API?
No public API is recorded for FII.