What DIVE KEY WEST, INC. does

DIVE KEY WEST, INC. operates Captain Hook's Dive Key West, a full-service recreational dive and water-sports business headquartered at 1708 N. Roosevelt Blvd. in Key West, Florida. The company runs daily guided scuba diving and snorkeling charters to reefs and wrecks within the Florida Keys National Marine Sanctuary, including deep wreck trips to the USS Vandenberg and the Cayman Salvager, and conducts multi-agency dive certification through PADI, SSI, and NAUI. Supporting services include equipment rental, compressed air tank fills, on-site gear repair, retail sales of dive and lobster-hunting accessories, and curated dive travel packages to international destinations such as the Maldives and Little Cayman.

The business is privately held by owners Bob Holston and Cece Roycraft, who inherited a 44-year operating legacy and have positioned the company as the first NOAA Blue Star Operator in the Lower Keys. Technology consists of standard dive operations equipment — rental BCDs, regulators, tanks, dive computers, multiple air compressors, and custom dive boats — paired with an e-commerce-enabled website (divekeywest.com), direct phone booking, and walk-in retail at the Key West store.

Revenue is generated entirely through direct-to-consumer transaction fees: per-person tour pricing ($95-$109 for dives and lobster charters, $99 for sandbar trips), certification course packages ($500-$700), equipment rental and retail, air-filling services, and bundled dive travel packages. Customers are individual tourists, recreational divers, and lobster hunters reached via the company's own website, Google Business Profile, TripAdvisor, Yelp, Facebook, X, and an extensive blog; no third-party resellers or institutional accounts are used.

Name

DIVE KEY WEST, INC.

Legal name

DIVE KEY WEST, INC.

Website

https://divekeywest.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

DIVE KEY WEST, INC., operating as Captain Hook's Dive Key West, is a privately held full-service dive shop in Key West, Florida offering guided scuba, snorkeling, wreck diving, certification, sandbar trips, lobster charters, equipment rentals, and air fills to visiting tourists and recreational divers.

Ownership category

akta.pro rank

Product category

Recreational Diving Services

NAICS

Scenic and Sightseeing Transportation, Water (4872), Scenic and Sightseeing Transportation, Water (48721), Other Marine Fishing (114119)

SIC

Water Transportation (4400)

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 Equipment Rental, Retail & Boat Services (compressors, gear hire) (THAAAIAL)

Keywords

• Scuba diving tours
• Snorkeling excursions
• Dive certification courses
• Wreck diving charters
• Dive equipment rental

Headquarters

HQ city

Key West

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Guided Dive and Snorkel Tours: The company generates revenue through guided snorkeling tours, scuba diving trips (reef and wreck), and specialized activities including lobster charters and sandbar trips. Tours are priced per person and include equipment rental, beverages, and snacks.
2. Scuba Certification Courses: Revenue from dive education including resort courses, open water certification, advanced certifications, and refresher programs. Priced as course packages ranging from single-day experiences to multi-day certification programs.
3. Equipment Rentals and Retail: Gear rental services including tanks, BCDs, regulators, masks, fins, and snorkel equipment. Also sells lobster hunting gear (tickle sticks, nets, gauges) and dive accessories.
4. Air Tank Filling Services: Commercial air tank filling services for independent divers, particularly during peak lobster season with extended hours and multiple compressors for efficient turnaround.
5. Dive Travel Packages: Organized dive travel packages to exotic destinations including Maldives liveaboard trips and Little Cayman getaways, with all-inclusive pricing covering accommodation, diving, and meals.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

DIVE KEY WEST, INC. (doing business as Captain Hook's Dive Key West) is a full-service recreational dive shop based in Key West, Florida. The company offers scuba diving excursions, snorkeling trips, wreck diving, lobster hunting charters, sandbar trips, dive travel packages, PADI-style dive certification courses, equipment rentals, and air tank refills for visiting tourists and local divers.

Product overview

Captain Hook's Dive Key West operates as a full-service dive shop offering a portfolio of water-based recreational services centered around scuba diving and snorkeling experiences in the Florida Keys National Marine Sanctuary. The core offerings include daily reef and wreck diving charters, guided snorkeling tours, professional dive certification programs (SSI, PADI, NAUI), wreck diving excursions to the USS Vandenberg and Cayman Salvager, sandbar excursions, lobster hunting charters during Florida spiny lobster season, and international dive travel packages. Supporting services include air tank filling, equipment rentals (tanks, BCDs, regulators, computers), and gear repairs. The company positions itself as the largest full-service dive operation in the Florida Keys, with a focus on coral reef conservation as a NOAA Blue Star Operator.

Differentiator

Problem solved

Functional benefit

Products and services

• Guided Scuba Diving Excursions
• Snorkeling Excursions
• Wreck Diving Trips
• Lobster Hunting Charters
• Sandbar Trips
• Scuba Certification Courses
• Dive Travel Packages
• Scuba and Snorkel Equipment Rentals
• Scuba Air Tank Refills (Air Fills)

Quantifiable outcome

• 44 years of continuous operation with thousands of divers certified
• +1 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Four partnerships are on record, tiered minor and core.

• Captain Hook's MarathonminorOthersRelated dive operation under the Captain Hook's brand family, located in Marathon, Florida Keys. Part of a multi-location watersports company.
• Captain Hook's Big Pine (via Key Watersports)minorOthersRelated watersports operation in Big Pine Key, part of the Captain Hook's brand family offering fishing and watersports activities.
• NOAA Florida Keys National Marine SanctuarycoreStrategic or Co-development PartnerThe company operates within the NOAA-designated Florida Keys National Marine Sanctuary. As a Blue Star Operator, they participate in reef conservation initiatives and educational programs sanctioned by NOAA.
• NOAA Mission Iconic ReefsminorStrategic or Co-development PartnerEastern Dry Rocks is one of NOAA's seven Mission Iconic Reefs sites designated for massive coral restoration efforts. Dive operators participate by bringing divers to active restoration areas.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Horizon Divers Key Largo: Key Largo dive operator offering PADI/SSI certifications, daily dive trips, and wreck diving. Comparable Florida Keys dive shop with similar product mix and customer profile.
• Quiescent Diving Services: Key West dive shop offering local dive trips, certifications, and equipment rentals. Competes with Dive Key West across the same retail-tour-certification revenue streams in the same geography.
• Rainbow Reef Dive Center: Established Key Largo dive operator offering reef diving, PADI certifications, and dive packages. Adjacent Florida Keys competitor with similar full-service dive shop model on the same reef ecosystem.
• Fury Water Adventures: Major Key West watersports operator offering snorkeling, parasailing, jet ski, and boat excursions. While broader in scope than a pure dive shop, it competes for the same tourist customer wallet on the activity side.
• Sebago Watersports: Key West-based water sports operator offering snorkeling, dive trips, parasailing, and sunset cruises. Competes directly with Captain Hook's for the same Key West tourist customer base on overlapping activity categories.
• Lost Reef Adventures: Key West dive operator focused on guided SCUBA trips to local reefs and wrecks. Direct competitor on guided dive tours for both beginner and certified divers in the same Key West market.
• Sunset Watersports Key West: A competing Key West dive and snorkel operator offering reef trips, wreck dives, and snorkeling tours. Targets the same tourist visitors with comparable pricing and activities.
• Florida Keys Dive Center: Tavernier-based full-service dive shop offering charters, certifications, and equipment. Comparable Florida Keys full-service dive operator competing for tourist and local diver customers.
• Captain Hook's Marathon: A sister Captain Hook's dive operation located in Marathon in the Florida Keys. Operates under the same brand family as Dive Key West and offers an overlapping portfolio of guided dives, snorkeling, and certification services.
• Conch Republic Divers: Key West dive shop offering guided reefs, wreck trips, and certification courses. Directly competes with Dive Key West in the same downtown Key West catchment area.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/capthook
• Facebookfacebook.com/CaptainHooksDiveCenters
• LinkedInlinkedin.com/company/dive-key-west-inc.

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 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 DIVE KEY WEST, INC.