What Davy Jones Locker Diving does

Davy Jones Locker Diving is a privately held PADI 5-Star Instructor Development Center and Career Development Centre operating from Koh Tao in the Gulf of Thailand, founded in 1996 by Tim Lawrence. The company delivers the full PADI curriculum from entry-level recreational certifications (Discover Scuba, Open Water, Advanced, Rescue) through professional pathways (Divemaster, Assistant Instructor, OWSI, MSDT, EFR Instructor) and into advanced technical diving, including PADI TecRec (Tech 40/45/50), Trimix 65, Tec Trimix 90, and Closed-Circuit Rebreather (CCR) training using AP Diving Inspiration/Evolution units. A second seasonal location on Koh Lipe (operating October through April) extends the geographic footprint within Thailand.

The business model is direct-to-consumer diving education, monetized through one-time course fees ranging from THB 2,500 for a Discover Scuba experience up to THB 151,500 for the Platinum Zero-to-Hero internship package, supplemented by THB 2,000-per-dive fun diving for certified divers, equipment sales and rentals via the AquaLung partnership (with 10% discounts for Divemaster interns), and paid dormitory accommodation (THB 350-500 per night, free with course bookings). The technical stack is operational rather than digital: PADI curriculum, multilingual theory materials in more than 20 languages, small instructor-to-student ratios (max 4 divers per instructor), and a fully equipped blending panel for Nitrox, Trimix, and CCR gas preparation.

Go-to-market is product-led through the company's e-commerce website with online booking and payment, augmented by PADI's global directory listings, travel-agency referrals (STA Travel, 12Go.asia), event-driven demand tied to Koh Tao's tourism calendar (Full Moon Parties, Easter, summer, Christmas), and organic word-of-mouth via the DJL blog and customer testimonials. The customer base spans four primary segments: beginner tourists, recreational advanced divers, professional career-track students (gap-year and career-changers), and technical divers; the company is differentiated less by technology than by instructor credentials, the rare CCR training capability in the region, bundled accommodation, and 25-plus years of brand continuity on Koh Tao.

Name

Davy Jones Locker Diving

Legal name

Davy Jones Locker

Website

https://davyjoneslocker.asia

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

11–50 employees

Short description

Davy Jones Locker Diving is a PADI 5-Star IDC and Career Development Centre on Koh Tao, Thailand, founded in 1996, offering recreational, professional, and technical scuba diving courses (including CCR and Trimix) plus bundled accommodation to international tourists, career-track students, and certified divers.

Ownership category

akta.pro rank

Product category

Scuba Diving Instruction

NAICS

Technical and Trade Schools (6115)

akta.pro primary industry

Dive Centers & Scuba Training (PADI/SSI, certifications) (THAAAIAA)

akta.pro secondary industries

Scuba Diving & Freediving Centers (Training, Guided Dives) (THAAAKAD), Diving Experiences (Scuba Dives, Dive Trips, PADI/SSI Courses) (THAJAJAD), Dive & Snorkel Guides / Dive Masters (Boat-Based & Shore-Based) (THAAALAC), Underwater Photography & Videography Tours/Workshops (THAAAIAK)

Keywords

• Scuba diving instruction
• PADI certification courses
• Technical diving training
• Divemaster internship
• Wreck diving expeditions

Headquarters

HQ city

Ko Samui

HQ country

Thailand

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Diving Courses: Recreational and professional PADI diving courses from beginner (Open Water) through Instructor level. Prices range from ฿2,500 (Discover Scuba) to ฿46,500 (Divemaster) for standard courses. Technical courses range from ฿22,000 (Tech 40) to ฿65,000 (Tec Trimix 90). Internship packages range from ฿78,500 to ฿151,500.
2. Fun Dives: Fun diving for certified divers at ฿2,000 per dive. Provides recurring revenue from past course graduates and walk-in certified divers.
3. Accommodation: Free accommodation included with diving courses. Paid accommodation for non-divers at ฿500/night and fun divers at ฿350/night.
4. Equipment Sales and Rental: AquaLung equipment sales and rental. 10% discount on gear for Divemaster interns. Equipment packages included in Zero to Hero packages.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels4 records

Core offering

Davy Jones Locker Diving operates a PADI 5-Star Career Development Centre on Koh Tao, Thailand, delivering certified scuba diving education from Discover Scuba and Open Water through Divemaster, Instructor, and Master Scuba Diver Trainer levels. It also runs advanced technical diving programs (Tech 40/45/50, Trimix 65/90, and Closed-Circuit Rebreather certifications), 15+ specialty courses, multi-week internship packages, guided fun dives, and on-site dormitory accommodation bundled with courses.

Product overview

Davy Jones Locker Diving is a PADI 5-Star IDC Career Development Centre offering a comprehensive range of scuba diving education and services on Koh Tao, Thailand. The portfolio includes recreational courses (Open Water, Advanced, Rescue), professional certifications (Divemaster, Instructor, MSDT, EFR Instructor), and technical diving programs (Tech 40/45/50, Trimix, CCR Rebreather). The company also offers 15+ specialty courses, fun dives for certified divers, beginner experiences (Discover Scuba, Bubblemaker), accommodation packages, and divemaster/instructor internship programs. The product architecture functions as a unified training center with add-on specialty modules and internship packages that build upon core PADI certifications.

Differentiator

Problem solved

Functional benefit

Products and services

• PADI Open Water Diver Course Entry-level PADI scuba certification teaching basic diving skills, theory, and safety procedures; completable in 3 days, with options that include accommodation. Targeted at first-time divers and tourists visiting Koh Tao.
• PADI Advanced Open Water Diver Course Advanced recreational certification extending diving depth to 30m, including specialty dives in navigation, deep diving, and other areas. Includes free accommodation. For certified divers seeking to expand their recreational limits.
• PADI Rescue Diver + EFR Course Combines Emergency First Response (EFR) training with rescue diving skills, including emergency management, diver assistance, and problem-solving. For certified divers building safety and leadership skills.
• PADI Divemaster Program Professional-level PADI Divemaster certification including leadership training, course assisting, dive guiding, and hands-on experience. Available standalone at THB 46,500 or via multi-week internship packages (THB 78,500–151,500) bundling accommodation and equipment.
• PADI Instructor (OWSI) Course Open Water Scuba Instructor (OWSI) certification delivered over 7 days as part of the PADI Instructor Development Course (IDC) at THB 41,900, teaching the complete PADI system of diver education. For Divemasters seeking a professional teaching career.
• Assistant Instructor Course First segment of the PADI IDC program bridging Divemaster to full instructor status, providing real-world teaching experience at THB 38,475.
• EFR Instructor Course Emergency First Response Instructor certification enabling graduates to teach CPR and first-aid skills to divers and non-divers, priced at THB 8,000.
• Master Scuba Diver Trainer (MSDT) Prep Course Advanced PADI instructor rating preparation course requiring 5 specialty instructor ratings and 25 logged certifications, with internship options available.
• PADI Master Scuba Diver Rating Highest non-professional recreational diver rating requiring Rescue Diver certification, 5 specialty certifications, and 50 logged dives, priced at THB 30,000.
• PADI Specialty Courses (15+ courses) A bundle of 15+ PADI specialty courses (Nitrox, Deep Diver, Wreck Diver, Sidemount, Night Diver, Peak Performance Buoyancy, Search and Recovery, Underwater Navigation, Boat Diver, Digital Photography, DPV, O2 Provider, Dive Against Debris, Underwater Naturalist, Equipment Specialist, Multilevel Diver) priced individually from THB 3,000 to THB 14,000. For certified divers seeking skill-specific credentials.
• Tech 40 Course Entry-level technical diving course transitioning divers from recreational to technical diving, qualifying them for single-gas-switch dives at depths up to 40m with Nitrox 50%.
• Tech 45 Course Second step of the Tech Deep series extending operational range to 45m with accelerated decompression using up to 100% oxygen on a third deco cylinder.
• Tech 50 Course

Quantifiable outcome

• PADI Open Water certification completed in 3 days
• +2 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• PADIcoreStrategic or Co-development PartnerPADI 5-Star IDC (Instructor Development Center) and Career Development Centre (CDC). DJL offers PADI's full curriculum from beginner through Instructor level, including technical diving courses under PADI TecRec. PADI provides course materials, certification cards, and quality assurance standards.
• AquaLungcoreChannel Partner/ Reseller/ DistributorDJL is an AquaLung Center, selling and renting AquaLung diving equipment. Provides discounted equipment purchases for Divemaster interns (10% discount).
• DiveAssureminorOthersDive insurance provider partnered with DJL, offering dive accident coverage for students and customers.
• Waterproof ThailandminorGTM or Marketing PartnerWaterproof Thailand provides diving equipment and apparel. Cross-promotional partnership with logo placement on DJL website.
• Sea Explorer ClubminorOthersDiving organization featured on DJL website partner section.
• 12Go.asiaminorChannel Partner/ Reseller/ DistributorTravel booking platform recommended for transportation from Bangkok to Koh Tao including flights, trains, buses, and ferries. DJL directs customers to this service for travel planning.
• AP DivingcoreTechnology or IntegrationDJL uses Inspiration/Evolution Closed-Circuit Rebreather units by AP Diving for CCR training courses. AP Diving equipment enables technical and CCR diving operations.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Koh Tao Divers: Koh Tao PADI dive center running Open Water through Divemaster with multilingual instruction. Overlapping backpacker and career-changer customer segments.
• Crystal Dive Resort: Koh Tao PADI 5-Star IDC centre running the full recreational-to-professional pathway plus technical courses with integrated resort accommodation. Closest direct peer on the same island.
• Roctopus Diving Koh Tao: Koh Tao PADI 5-Star center with a strong eco/family-friendly brand and recreational-to-professional course pathway. Comparable niche positioning and island location.
• Sairee Cottage Diving: Boutique PADI dive center on Koh Tao offering recreational and professional courses with hotel integration. Same island, similar mid-sized operator profile.
• Big Blue Diving Koh Tao: Long-established Koh Tao PADI dive center offering courses, internships, and fun dives with on-site accommodation. Same island, same core curriculum, overlapping customer base of backpackers and career-changers.
• Ban's Diving Resort: One of the largest PADI 5-Star CDC operations on Koh Tao, offering Open Water through Divemaster and Instructor programs with on-site accommodation. Directly comparable scale, location, and PADI training portfolio.
• Local Dive Thailand: Koh Tao-based dive school offering PADI recreational and professional courses with a similar small-group ethos. Comparable target market and product mix.

Broad incumbents

• Two Fish Divers: Indonesia-wide PADI dive center network with multiple branches across Bali, Gili, Lembeh, and beyond. Offers broader geographic reach with similar recreational and professional course mix.

Regional players

• Manta Diving Gili Islands: Multi-location PADI 5-Star CDC chain in Indonesia (Gili Trawangan, Gili Air, Nusa Penida) running the same recreational-to-professional model. Comparable scale and curriculum but in a different geography.

Emerging players

• Oceans 5 Gili Air: Award-winning eco-focused PADI 5-Star center in Indonesia with sustainability-driven brand. Adjacent market positioning to DJL but competing for the same eco-conscious and career-track diver segments.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/watch?v=TcBVXARMomA
• Xx.com/divekohtao
• Facebookfacebook.com/DJLKohTao
• LinkedInlinkedin.com/company/davy-jones-locker-diving

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 Davy Jones Locker Diving