The Diving Equipment & Marketing Association

What The Diving Equipment & Marketing Association does

DEMA (The Diving Equipment & Marketing Association) is a private, non-profit international trade association founded in 1975 and headquartered in San Diego, California, that serves companies operating in the scuba diving, ocean water sports, and adventure/dive travel industries. Its mission is to bring businesses together to grow the diving industry worldwide, executed primarily through a tiered membership program (A1–A5 and B categories) targeting manufacturers, distributors, training organizations, professional retail dive centers, dive travel providers, consultants, media, and associate members, and through the DEMA Show, which it operates as the world's largest and only international trade-only event for the vertical (DEMA Show 2026 is scheduled for November 3–6, 2026).

The association's core offerings center on member services and event operations rather than proprietary technology. Key products and programs include the DEMA Show trade event, the Go Dive Now consumer marketing campaign (godivenow.com with Local Dive Store Finder and Dive Vacation Finder directories), a points-based DEMA Rewards loyalty program, paid market research reports such as the quarterly Manufacturing Purchase Index, a Go Dive Now Marketing Digest newsletter with free social media content, a Disaster Assistance Program, and an active public policy and legislative advocacy function (including DIVE BOAT Act campaigns, Prop 65 resources, and opposition comments on NMFS and shark feeding rulemakings). Underlying technology is limited to outsourced association management software from YourMembership and email marketing delivered through Constant Contact.

DEMA's revenue model is diversified across five identifiable streams: recurring annual membership dues across the A1–B tiers, transaction-based revenue from DEMA Show exhibit space sales, sponsorships, and attendee registration, one-time fees for market research reports and online store merchandise, education/seminar registration, and GTM partnerships with UPS, Desormais Management, and Constant Contact that monetize through embedded member discounts. Customer mix is heavily SMB-weighted across a broad horizontal segment of dive industry businesses, and the organization is governed by an elected member Board of Directors and led by President & CEO Julie-Anne Fabsik Swarts as of 2026.

Name

The Diving Equipment & Marketing Association

Legal name

Diving Equipment & Marketing Association

Website

https://dema.org

Company type

Private

Founded year

1975

Operating status

Operating

Headcount range

1–10 employees

Short description

DEMA is a non-profit international trade association serving the scuba diving, ocean water sports, and dive travel industries through tiered business memberships, the annual DEMA Show trade event, consumer marketing campaigns, market research, and legislative advocacy.

Ownership category

akta.pro rank

Headquarters

HQ city

San Diego

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Membership Dues: DEMA generates revenue through annual membership dues from companies in the diving industry including manufacturers, distributors, suppliers, training organizations, professional retail dive centers, dive travel providers, and associate members. Membership levels include A1 (Manufacturer, Distributor, Supplier), A2 (Training Organization B2B), A3 (Consultants, Non-Profits, Media, Shows), A4 (Professional Retail Dive Center B2C), A5 (Dive Travel Provider, Destination-Related), and B (Associate Member).
2. DEMA Show Exhibits and Sponsorships: The DEMA Show is the only international trade-only event for the diving, action water sports, and travel industries. Revenue comes from exhibit space sales, sponsorship opportunities, and attendee registration. DEMA Show 2026 is scheduled for November 3-6, 2026.
3. Online Store - Market Research: DEMA sells market research reports including the Manufacturing Purchase Index (quarterly reports covering Q1-Q4 for 2024-2025), demographic and psychographic reports on end-users, and other industry data products through its online store.
4. Event Registration and Education: Revenue generated from seminar registrations, exhibitor sponsored seminars, and in-person DEMA-sponsored education sessions during the annual show and other events.
5. Apparel, Books, and Merchandise: DEMA's online store sells apparel, accessories, books, and educational guides to members and industry professionals.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

DEMA is a nonprofit international trade association that serves the scuba diving, ocean water sports, and adventure/dive travel industries. It operates the DEMA Show (the world's largest trade-only event for the diving industry), provides tiered membership programs (A1–A5 and B levels) for manufacturers, distributors, training organizations, retail dive centers, dive travel providers, and consultants, and delivers member-exclusive market research, the Go Dive Now consumer marketing campaign, legislative advocacy, the DEMA Rewards Program, and cost-saving partner benefits.

Product overview

DEMA (The Diving Equipment & Marketing Association) is a trade association serving the diving industry, not a traditional software product company. The organization operates as a membership-based association offering its members access to the DEMA Show (the world's largest trade-only event for the diving industry), DEMA Membership at multiple tiers, the Go Dive Now consumer marketing campaign with free social media content and business listings, the DEMA Rewards Program for member engagement, Market Research reports including quarterly Manufacturing Purchase Index data, the Go Dive Now Marketing Digest newsletter with marketing lessons, an Online Store, and legislative advocacy services. The core offering centers on the annual DEMA Show trade event and membership benefits that include research access, marketing tools, cost savings through partner programs (UPS, car rentals, credit card processing), and industry advocacy.

Differentiator

Problem solved

Functional benefit

Brands

• Go Dive Now: Consumer marketing campaign to promote non-commercial diving, create new customers, drive consumers into retail stores and resorts, and promote customer retention. Includes the GoDiveNow.com consumer finder website.
• DEMA Rewards Program
• DEMA Public Policy Update

Products and services

• DEMA Show The world's largest trade-only event for companies in the scuba diving, ocean water sports, and adventure/dive travel industries. A four-day annual event featuring hundreds of exhibitors and thousands of dive and travel professionals with new products, training, destinations, and networking opportunities.
• DEMA Membership Annual trade association membership with tiered levels for manufacturers/distributors/suppliers, training organizations, consultants/non-profits/media/show producers, professional retail dive centers, dive travel providers, and associate members. Provides access to research, marketing tools, advocacy, rewards points, and DEMA Show discounts.
• Market Research Reports Industry data products including the quarterly Manufacturing Purchase Index reports (Category Reports at $49.00, Equipment Type Reports at $149.00), demographic and psychographic reports on diving end-users, available through the DEMA online store with member discounts.
• DEMA Online Store E-commerce storefront offering apparel, accessories, books, educational guides, market research, marketing videos, and member-exclusive merchandise for dive industry professionals and members.
• DEMA Rewards Program Points-based loyalty program where members earn rewards for participating in association activities, exhibiting at the DEMA Show, volunteering, and using member benefits. Points are redeemable for membership discounts, merchandise, and sponsorships.
• Legislative Advocacy & Public Policy Advocacy services that monitor legislative activity affecting the diving industry, provide position statements on business management, environmental issues, safety regulations, and scuba diving/snorkeling, and mobilize member support for industry-impacting legislation such as the DIVE BOAT Act.
• Disaster Assistance Program Members Helping Members program that provides disaster relief through member-to-member assistance, exhibitor support for affected companies, and attendee support including complimentary hotel stays during industry disruptions.
• Go Dive Now Campaign Consumer marketing campaign to promote non-commercial diving, create new customers, drive consumers to retail stores and resorts, and retain existing customers. Includes the GoDiveNow.com consumer website with Local Dive Store Finder and Dive Vacation Finder, plus a members-only toolkit with free social media content and customizable videos.
• Go Dive Now Marketing Digest Monthly email newsletter providing marketing lessons, social media content ideas, and graphics to help DEMA Members promote their businesses, with actionable tips on advertising, SEO, social media, and email marketing.

Quantifiable outcome

• Members can earn up to 100 DEMA Rewards points per year, redeemable for up to $500 value (Platinum), $300 (Gold), or $100 (Silver)
• +3 more outcomes

Named customers3 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core.

• UPScoreGTM or Marketing PartnerDEMA has partnered with UPS to provide members with shipping discounts of up to 65% on all shipments through the DEMA UPS Savings Program. This benefit helps small businesses reduce shipping costs and access logistics tools.
• Desormais ManagementcoreGTM or Marketing PartnerDEMA's member credit card processing provider offering discounted rates to help members save money on transaction fees. Free analysis of current credit card processing fees available.
• Constant ContactcoreGTM or Marketing PartnerDEMA's email marketing services partner offering members 20% off six months or 25% off full year prepaid email marketing services through DEMA's Association Program.
• YourMembershipcoreTechnology or IntegrationAssociation management software provider powering DEMA's website, member login, and online community functionality.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• National Marine Manufacturers Association (NMMA): Trade association serving the recreational boating and marine products industry. Highly comparable operating model: tiered membership, advocacy, market data, and an annual trade event (IBEX) for a related water-sports member base.
• PADI (Professional Association of Diving Instructors): The world's largest diver training organization and membership body for the scuba industry. Operates a parallel ecosystem to DEMA — overlapping member base (dive centers, instructors, resorts) and complementary training/membership value proposition.
• Scuba Schools International (SSI): Major global scuba training and certification agency serving dive centers and professionals. Directly comparable to PADI and competes for the same dive-center members that DEMA's membership tiers (A2, A4) target.
• American Sportfishing Association: Trade association for the sportfishing industry with advocacy, research, and member services. Comparable in scale, member mix (manufacturers, retailers, travel), and regulatory-engagement model to DEMA.
• Outdoor Industry Association: Trade association for the outdoor recreation industry, providing market research, advocacy, and member services. Comparable membership model and broadly overlaps DEMA's adventure/dive travel member segment.
• Surf Industry Members Association (SIMA): Trade association for surf industry brands and retailers. Closely analogous to DEMA's structure (membership tiers, advocacy, industry research) for an adjacent ocean water-sports category.
• Snowsports Industries America (SIA): Trade association for the snow sports industry running member services, advocacy, and the SIA Trade Show. Directly analogous operating model in another seasonal outdoor recreation vertical.
• Marine Retailers Association of the Americas: Trade association for marine retail businesses, offering membership, advocacy, and education programs. Comparable in serving SMB retailers in an adjacent recreational water-sports vertical.

Others

• ASAE (American Society of Association Executives): Professional society for association executives. Comparable in operating context (association management best practices, governance, member engagement) rather than industry focus.
• International Association of Exhibitions and Events (IAEE): Industry association for the exhibitions and events sector. Comparable in serving trade show organizers and exhibitors, and provides peer benchmarks for DEMA Show's operating practices.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/DEMAorg
• Facebookfacebook.com/DEMAorg
• LinkedInlinkedin.com/company/dema-org

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 The Diving Equipment & Marketing Association