What Reef Encounters does

Reef Encounters is a privately-held dive shop and training facility founded in 1995 by Doug Bennett in Chatan, Okinawa, Japan. The company provides guided recreational and technical SCUBA diving excursions, certification courses from beginner through Course Director level under the NAUI system, equipment sales and rental, and resold global adventure tours. Its primary differentiator is serving non-Japanese-speaking international clientele through a multilingual staff covering six languages, combined with deep technical credentials: Doug Bennett holds 13,000+ lifetime dives and certifications from NAUI, IANTD, PSI, and GUE, and has served as Diving Safety Officer for BBC, Paramount Pictures, NHK, Discovery Channel, and History Channel. The business runs five revenue streams — dive courses, guided dive trips, equipment rental, retail hardware sales, and resold adventure tours — priced in Japanese yen with unit-based pricing per dive or per course.

The company's go-to-market is direct-to-consumer via its Okinawa dive shop, complemented by free pickup services from military base gates, hotels, and OIST, plus an e-commerce storefront. A 2023 contract with the 18th Force Support Squadron extends operations to Okuma Recreational Facility in northern Okinawa, while partnerships with The African and Oriental Travel Company (UK, 2018) and Scandi Divers (Philippines, 2020) extend the tour portfolio globally without owning those assets. Distribution remains small-scale and founder-led, with 1-10 employees and no institutional funding. The technical training offering spans rebreather, Trimix, sidemount, and cave diving, and the company operates the only custom-built boat in Okinawa licensed for humpback whale encounters during the January-March season. Underlying technology is primarily instructional methodology plus a free e-learning platform (in English and Spanish) included with most courses; no AI/ML, proprietary software platform, or data-driven product surface is evidenced.

Name

Reef Encounters

Legal name

Reef Encounters

Website

https://reefencounters.org

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Scuba Diving Instruction & Guided Tours

NAICS

Scenic and Sightseeing Transportation, Water (487210)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Diving Experiences (Scuba Dives, Dive Trips, PADI/SSI Courses) (THAJAJAD)

akta.pro secondary industries

Dive Centers & Scuba Training (PADI/SSI, certifications) (THAAAIAA), Dive & Snorkel Guides / Dive Masters (Boat-Based & Shore-Based) (THAAALAC), Scuba Diving & Freediving Centers (Training, Guided Dives) (THAAAKAD)

Keywords

• Scuba diving instruction
• Guided dive tours
• Technical diving training
• Diving certification courses
• Dive equipment retail

Headquarters

HQ city

Chatan

HQ country

Japan

HQ region

Asia

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Others

Revenue model

1. Dive Training Courses: Recreational, technical, and professional-level diving certification courses. Includes NAUI courses from entry level (Scuba Diver/Open Water) through Instructor and Course Director training. Technical courses include Intro to Tech, Trimix, and technical wreck penetration.
2. Guided Dive Trips: Boat dives, shore dives, night dives, and specialty trips (USS Emmons wreck, Hedo Air Dome, whale diving). Prices per person ranging from ¥9,900 to ¥33,000 depending on trip type and duration.
3. Retail Equipment Sales: Online store selling dive gear (regulators, BCDs, accessories) and merchandise (t-shirts, fish ID cards). Free shipping within Japan.
4. Equipment Rental: Rental gear including regulators, BCDs, wetsuits, fins, masks, computers, lights, cameras. Full kit rental available. Technical gear including sidemount setups and stage bottles.
5. Adventure Tours: Partnership with African and Oriental Travel Company to offer global dive vacations, liveaboards, safaris, and trekking tours worldwide.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Reef Encounters is a scuba diving shop in Okinawa, Japan that offers NAUI-certified diving instruction from beginner through professional and Course Director levels, guided dive trips (boat, beach, night, wreck), technical diving training (Trimix, rebreather, sidemount, cave), equipment sales and rentals, and international adventure tours including whale diving and global expeditions. The company operates a physical dive shop in Chatan, Okinawa plus a contracted presence at Okuma Recreational Facility, an online store, and partnerships for worldwide dive travel.

Product overview

Reef Encounters is a premier scuba diving shop and training facility in Okinawa, Japan, founded in 1995. The company operates a platform-plus-services model offering guided diving excursions, professional diving education, equipment sales, and adventure travel. Core services include Dive Trips (boat, beach, and specialty wreck dives), Dive Courses (beginner through professional certification), and Technical Training programs. The product portfolio spans recreational and technical diving instruction, equipment retail, rental services, and international adventure tours including Philippines trips and worldwide expeditions through a partnership with The African and Oriental Travel Company. The company serves non-Japanese speaking international divers with multilingual staff speaking English, Japanese, Mandarin, Cantonese, Portuguese, and Spanish.

Differentiator

Problem solved

Functional benefit

Products and services

• Dive Trips Guided diving excursions including 2-tank and 3-tank boat dives, beach dives, night dives, and specialty dives to sites such as the USS Emmons wreck and Hedo Air Dome. Designed for certified divers seeking guided access to Okinawa reefs and wrecks.
• Recreational Diving Courses Entry-level to advanced recreational NAUI certification courses including Scuba Diver/Open Water (¥74,250), Advanced Scuba Diver, Rescue Scuba Diver, Master Scuba Diver, Nitrox Diver, Deep Diving, and Night Diving. Designed for divers seeking internationally recognized certification.
• Technical Diving Training Advanced technical diving courses including Intro to Tech, Decompression Techniques, Sidemount, Trimix, and Technical Wreck Penetration, taught by instructors holding certifications from GUE, IANTD, and NAUI Tech. Designed for experienced divers seeking rebreather, deep, and cave diving skills.
• Professional Diving Training Career-oriented courses including NAUI Divemaster Professional Course, NAUI Instructor, Instructor Trainer, and Course Director workshops. Designed for divers pursuing a professional career in the dive industry.
• Whale Diving Tours Humpback whale swimming and freediving tours from late January to early March using the custom-built Flying Dragon boat, the only such custom-built vessel for this activity in Okinawa.
• Philippines Dive Trips Recreational and technical diving trips to Puerto Galera in partnership with Scandi Divers, providing a short-flight add-on destination for Japan-based divers.
• Global Adventure Tours Worldwide diving, liveaboard, safari, and trekking tours offered via partnership with The African and Oriental Travel Company, covering destinations including Antarctica, St. Helena, Zanzibar, Sulawesi, and Raja Ampat.
• Dive Equipment Rental Full scuba equipment rental including regulator sets (¥1,430), BCDs (¥1,430), wetsuits (¥1,210), dive computers (¥1,430), and full kit rental (¥6,600), with technical gear such as banded doubles and sidemount setups available.
• Dive Equipment Retail Online store sale of dive equipment including regulators, lift bags (50lb/100lb), stainless steel finger spools, bolt snaps, and accessories, plus merchandise such as fish ID cards and custom t-shirts. Free shipping within Japan.

Quantifiable outcome

• Small class sizes with usually 4 people or less per instructor
• +2 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered minor and core.

• Scandi Divers (Puerto Galera, Philippines)minorStrategic or Co-development Partner · 1 January 2020Partnership with Scandi Divers in Puerto Galera enables Reef Encounters to offer trips, training, and diving in the Philippines. Short flight from Japan makes it a perfect add-on vacation for local Japan divers looking to expand their diving adventures.
• The African and Oriental Travel CompanycoreStrategic or Co-development Partner · 1 January 2018Partnership with The African and Oriental Travel Company (UK registered company #08051064, ABTOT member #5368) enables Reef Encounters to offer worldwide diving vacations, liveaboards, safaris, and trekking tours. Specializes in unique destinations including St Helena, Antarctic, and African safaris. Customers use discount code 'Reef.E.17' for special pricing. Partnership extends Reef Encounters reach around the world while providing financial protection through ABTOT.
• 18th FSS (Okuma Recreational Facility)coreStrategic or Co-development PartnerContracted with 18th FSS to bring diving services to Okuma Recreational Facility. Offers boat dives, training, and full service pro shop. Part of northern Okinawa expansion for military and civilian diving services.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Emperor Divers: Multi-location dive operator running dive centers in the Red Sea, Maldives, and Indonesia with guided dive trips and PADI/SSI training. Comparable to Reef Encounters' combination of multilingual retail, training, and dive excursion services in a tropical destination setting.
• Aggressor Adventures: Global liveaboard dive fleet and resort operator offering dive cruises, training, and equipment retail worldwide. Comparable to Reef Encounters' dive-trip-led, multi-destination, adventure-travel model.
• Blue Force Fleet: Liveaboard dive operator in the Maldives, Indonesia and Myanmar offering multi-day diving itineraries. Comparable to Reef Encounters' adventure-tour and premium guided-dive offering, especially via its African & Oriental Travel Company partnership.
• Scuba Schools International (SSI): International scuba training and certification agency with affiliated dive centers worldwide offering recreational and specialty courses. Direct peer to Reef Encounters in the dive-school business model, differing only in certification system used.
• Big Blue Diving: Long-established dive shop on Koh Tao, Thailand offering PADI/SSI courses from beginner through professional, plus dive trips and accommodation packages. Comparable to Reef Encounters' integrated dive school/trip/retail model in a tropical tourist destination.
• NAUI Worldwide: Scuba training and certification agency whose curriculum Reef Encounters actually delivers; it certifies instructors and dive centers. The closest comparable in terms of training pedagogy, certification depth, and instructor-training-facility model.

Broad incumbents

• PADI (Professional Association of Diving Instructors): World's largest recreational scuba diver training and certification organization, operating a global dive center and resort network. Comparable to Reef Encounters in the training/certification segment but vastly larger, multi-agency, and globally distributed.

Others

• The African and Oriental Travel Company: UK-based specialty tour operator offering worldwide dive vacations, safaris, and trekking tours; ABTOT-protected. A channel partner to Reef Encounters rather than a competitor — they resell and bundle global tours leveraging Reef Encounters' Okinawa expertise.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/ReefEncounters
• LinkedInlinkedin.com/company/reef-encounters

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Reef Encounters