What Freediving Central does

Freediving Central is an Australian specialist freediving education and adventure company founded in 2019 and headquartered in Sydney, with additional course locations on the Central Coast and at Jervis Bay. The company offers a hierarchical certification ladder spanning Try, Level 1/Wave 1, Level 2/Wave 2, Level 3/Wave 3, and Instructor courses delivered through authorized partnerships with Molchanovs and SSI Education Systems, complemented by specialised offerings including equalisation training, surf survival courses, underwater photography workshops, spearfishing courses, and weekly depth and pool training sessions. Owner Dan Parsons and a small team of instructors (approximately 5 employees in total) deliver instruction grounded in a low-pressure, relaxation-focused methodology, with Parsons' personal credentials (one of Australia's deepest hands-free equalisers, former Head Safety Diver for National Geographic) underpinning the brand.

The business operates a diversified revenue model. Course fees range from AUD $250 for the introductory Try course to AUD $2,000 for the Instructor course, with online breath-hold training available at AUD $49. International adventure trips represent a higher-ticket vertical, with prices ranging from AUD $1,000 (Bali) to AUD $5,800 (Timor Leste blue whale expedition), plus a Brazil/Mexico trip priced in USD. Ancillary revenue streams include gear sales (buoys, pulley systems, nose clips, equalisation tools), private coaching, depth training packages, and gift certificates. Customer acquisition is community-led and content-driven, leveraging a 4.9-star Google rating across 313 reviews, YouTube tutorials, an active blog, and Instagram presence, augmented by Afterpay-based instalment payments and deposit-led trip bookings.

The customer base spans recreational divers, elite athletes (Olympic, UFC), entertainment professionals (Cirque Du Soleil, Netflix productions), and corporate/youth groups (PCYC 'Breath For Life'). While the operational footprint is domestic (Australia), the trip catalogue gives the brand global reach across Tonga, Fiji, Bali, Timor Leste, Mexico, and Japan. The company is privately held, founder-owned, and bootstrapped, with no disclosed funding or institutional investors.

Name

Freediving Central

Legal name

Freediving Central

Website

https://freedivingcentral.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Freediving Central is an Australian freediving school founded in 2019 and headquartered in Sydney, offering tiered certification courses (Try through Instructor), weekly depth training, and international adventure trips, serving recreational divers, elite athletes, and entertainment clients via a founder-led, community-based model.

Ownership category

akta.pro rank

Product category

Diving Instruction & Training

NAICS

Sports and Recreation Instruction (611620), Educational Services (611)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Educational Services (8200)

akta.pro primary industry

Scuba Diving & Freediving Centers (Training, Guided Dives) (THAAAKAD)

akta.pro secondary industries

Dive Centers & Scuba Training (PADI/SSI, certifications) (THAAAIAA), Diving Experiences (Scuba Dives, Dive Trips, PADI/SSI Courses) (THAJAJAD), Water & Marine Guiding Services (Kayak, Canoe, Raft, SUP, Sailing) (THAAALAB)

Keywords

• Freediving courses
• Scuba diving instruction
• Adventure dive trips
• Diving certifications
• Underwater photography workshops

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Freediving courses and certifications: Core revenue stream from teaching freediving courses at multiple levels (Try, Level 1/2/3, Instructor courses). Courses are offered in Sydney, Central Coast, and Jervis Bay with internationally recognized certifications from Molchanovs and SSI education systems.
2. Freediving adventure trips: Multi-day adventure trips to exotic locations including Tonga (whale swimming), Fiji, Bali, Timor Leste (blue whales), Baja Mexico (sardine run, mobula rays), and Japan (ice freediving). All-inclusive packages with accommodation, meals, diving, and activities.
3. Freediving gear and accessories: Sale of freediving equipment including buoys ($160), hoodie towels ($89), pulley systems ($80), lanyards ($99), nose clips ($40-$120), and equalisation tools ($20).
4. Depth training sessions: Weekly depth training sessions every Sunday in Sydney and Central Coast. Package options include single sessions ($130), 2-session days ($220), or 5-session packages ($590).
5. Online breath hold course: 6-week online training program priced at AUD $49, developed in partnership with All About Breathing. Mobile-friendly with 6 months access.
6. Private coaching: One-on-one private freediving coaching sessions in Sydney and Central Coast for personalized instruction and skill development.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Freediving Central is a Sydney-based freediving school that teaches structured freediving courses (beginner through instructor level), provides depth and pool training sessions, and organizes multi-day adventure trips to global marine destinations. It also sells freediving gear and accessories through its online store. All certifications follow the internationally recognized Molchanovs and SSI education systems.

Product overview

Freediving Central is a comprehensive freediving education and adventure company offering a multi-tiered training ecosystem. The core offering consists of structured freediving courses (Try, Level 1-3, Instructor) following Molchanovs and SSI education systems, complemented by specialized courses (Underwater Photography, Surf Survival, Equalisation, Spearfishing) and an online Breath Hold program developed with All About Breathing. Adventure trips span global destinations including Fiji, Bali, Tonga, Timor Leste, Mexico, and Japan, ranging from beginner-friendly whale encounters to advanced ice diving expeditions. The company also sells freediving gear (buoys, pulley systems, lanyards, nose clips, equalisation tools) and accessories (hoodie towels, gift certificates), while offering travel insurance partnership through DiveAssure. All certifications are internationally recognised, enabling graduates to continue their freediving journey anywhere worldwide.

Differentiator

Problem solved

Functional benefit

Brands

• Freediving Sydney: Brand name for freediving courses offered specifically in Sydney location, covering Northern Beaches and Eastern Suburbs.
• Molchanovs Education System
• SSI Freediving Education System

Products and services

• Try Freediving Course A relaxed, beginner-friendly introduction to freediving teaching breathing techniques, body relaxation, and underwater movement basics for curious beginners with no prior diving experience.
• Level 1 / Wave 1 Freediving Course Foundational freediving course covering breath-holding, relaxation techniques, and physical/mental skills, enabling divers to reach depths of 12-20 metres on a single breath.
• Level 2 / Wave 2 Freediving Course Advanced freediving course teaching deep equalisation techniques, advanced breathing and mental techniques, enabling divers to reach depths of 24-30 metres.
• Level 3 / Wave 3 Master Freediving Course Master-level freediving course covering deep equalisation below residual volume, mouthfill equalisation introduction, and advanced mental techniques, enabling divers to reach depths of 34-40 metres.
• Freediving Instructor Course Comprehensive professional-level freediving course designed to fine-tune skills and provide tools to become a high-level freediving professional instructor.
• Private Freediving Coaching One-on-one personalised freediving coaching in Sydney and Central Coast for divers seeking tailored instruction and rapid skill progression.
• Improve Breath Hold Online Freediving Course 6-week online breath-hold training program developed with All About Breathing, featuring progressive breath work, CO2 tolerance training, and mental strategies for freediving performance.
• Equalisation Course Expert-led equalisation training course in Sydney and Central Coast taught by Alessandro Delli Paoli, focusing on SHARE equalisation techniques for greater underwater freedom.
• Surf Survival Course Specialised course designed to teach surfers skills for coping with sudden breath holds, maintaining calmness, and functioning effectively in high-stress water situations.
• Depth Training Sessions Regular weekly depth training sessions in Sydney and Central Coast offering structured coaching and community-based training for freedivers at all levels.
• Pool Training Pool-based freediving training sessions in Sydney and Central Coast for technique development and breath-hold practice in controlled environments.
• Underwater Photography Course Hands-on underwater photography workshop taught by Olympus photographer Matt Horspool, covering camera setup, underwater light behaviour, composition, and post-processing techniques.
• Dive with Humpback Whales Trip - Tonga 6-day all-inclusive freediving trip swimming with humpback whales on EUA Island, Tonga, featuring small groups, expert guidance, and ethical whale interactions.
• Freediving Adventure Trip - Bali 7-day freediving adventure in Amed, Bali including daily yoga, breathwork, ice baths, saunas, shipwreck dives, and immersive freediving workshops suitable for beginners to master divers.
• Freediving Adventure Trip - Fiji (Yasawa Islands) 5-day, 4-night all-inclusive freediving retreat on a private island in Fiji's Yasawa Islands, including certifications, daily yoga, bull shark diving option, and reef shark encounters.
• Dive With Blue Whales - Timor Leste 7-day liveaboard trip cruising Timor Leste's marine superhighway, freediving with blue whales and multiple whale species including humpback, sperm, and killer whales.
• Baja Mexico Adventure Trip: Sardine Run 5-day trip to San Carlos witnessing the second-biggest Sardine Run in the world, featuring whale sharks, dolphins, multiple whale species, and marine life encounters.
• Spearfishing Adventure Trip Bali 3-day, 2-night all-inclusive spearfishing trip in north Bali at a beachfront villa with in-house chef, including beginner spearfishing course and specialised workshops.
• Freediving Buoy High-level freediving buoy complete with innertube, stainless steel D shackles, and storage pocket for safe training sessions.
• Freediving Travel Insurance Partnership with DiveAssure providing comprehensive diving insurance including medical emergencies, trip cancellations, and gear loss coverage for freedivers.

Quantifiable outcome

• Students regularly reach 13-18 metres in early sessions
• +2 more outcomes

Named customers8 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

Feature3 records

Partnerships

14 partnerships are on record, tiered core, flagship and minor.

• Molchanovs Education SystemcoreStrategic or Co-development PartnerFreediving Central is an authorized education center for Molchanovs, one of the world's leading freediving education systems. They offer Molchanovs Wave 1, 2, and 3 courses along with instructor certifications. The Molchanovs system was created by world champion Alexey Molchanov and is based on the teachings of Natalia Molchanova.
• SSI FreedivingcoreStrategic or Co-development PartnerFreediving Central also offers SSI Freediving Education System courses, providing students with internationally recognized certification options.
• National GeographicflagshipStrategic or Co-development PartnerOwner Dan Parsons worked as Head of Safety Diver for National Geographic film crews, including the 'Secrets of the Whales' documentary featured on Disney+. This partnership establishes credibility and expertise in professional underwater filming operations.
• NetflixflagshipStrategic or Co-development PartnerDan trained with Stephen Keenan at Egypt's Blue Hole for 'The Deepest Breath', earned certifications under Alexey Molchanov featured in 'Freediver', and currently showcases blind surfing champion Matt Formston in 'The Blind Sea'.
• Red Rock FilmscoreStrategic or Co-development PartnerDan worked with Red Rock Films as Primary Safety Diver for the 'Secret of the Whales' documentary, featured on National Geographic and Disney+.
• Australian Olympic CommitteecoreStrategic or Co-development PartnerFreediving Central ran a private freediving course for the Australian Olympic Canoeing Slalom Team, including training Olympic Gold Medallist Jessica Fox who achieved 20 metres depth.
• PCYC (Police Citizens Youth Clubs)minorStrategic or Co-development PartnerPartnership to run the 'Breath For Life' youth program committed to nurturing holistic well-being and personal growth among youth, transcending cultural boundaries and promoting inclusivity.
• Cirque Du SoleilcoreStrategic or Co-development PartnerCollaboration to support Cirque du Soleil performers in mastering breath control and executing water stunts with precision and confidence through tailored training focusing on resilience and safety.
• All About Breathing (James Fletcher)coreStrategic or Co-development PartnerPartnership with James Fletcher, exercise physiologist and breathing specialist, to deliver the 'Improve Breath Hold Online Freediving Course'. James works with elite athletes including Cirque Du Soleil performers, Olympians, and big wave surfers.
• Matt Horspool (Etchd Photography)coreStrategic or Co-development PartnerPartnership with Olympus photographer and National Geographic collaborator for underwater photography workshops. Matt is a professional photographer/filmmaker who works closely with Discovery Channel and National Geographic.
• Roger KoenigminorStrategic or Co-development PartnerPartner for photography, freediving and sailing trips, one of Australia's most talented photographers.
• Alessandro Delli Paoli (SHARE)minorStrategic or Co-development PartnerExpert SHARE equalisation training offered at Freediving Central for divers seeking advanced equalisation techniques.
• DiveAssureminorChannel Partner/ Reseller/ DistributorFreediving Central uses DiveAssure for diving insurance needs, a globally recognized and trusted provider backed by medical and safety experts with expertise in diving emergencies.
• AfterpayminorChannel Partner/ Reseller/ DistributorPayment partnership allowing customers to book freediving trips and pay over 6 weeks with no interest.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• PADI (Professional Association of Diving Instructors): World's largest scuba diving certification body, which has expanded into freediving. Represents the broad incumbent in the dive training category against which Freediving Central competes for student mindshare.
• SSI (Scuba Schools International): Large global scuba and freediving certification body that operates its own training centers in addition to licensing affiliates. Directly comparable for the SSI Freediving certification line Freediving Central offers.

Direct peers

• Blue Immersion (William Trubridge): Freediving school founded by world-record holder William Trubridge in Dahab, Egypt. Competes in premium freediving education and depth training, attracting the same global student base.
• Apnea Total: Global freediving school chain offering beginner-to-instructor certifications and adventure trips. Operates in similar segments (courses + trips) and competes for the same international freediving student.
• Apnea Academy: International freediving education organisation running instructor and student courses worldwide. Directly competes with Freediving Central in structured freediving certifications and training philosophy.
• Performance Freediving International: Freediving school offering courses and training programs with international reach. Directly comparable course curriculum, depth training, and instructor certifications.
• Molchanovs: World-leading freediving education system and movement (named after champion Alexey Molchanov). Also a current partner of Freediving Central; competes as both curriculum provider and operator of its own school network.

Others

• Intrepid Travel: Global small-group adventure travel operator. Comparable on the international adventure trip side of Freediving Central's business (Tonga, Mexico, Bali expeditions), though not a freediving specialist.
• All About Breathing (James Fletcher): Breathwork and breathing education specialist working with elite athletes. Current co-development partner on Freediving Central's online breath hold course; adjacent in the broader breathwork/wellness category.

Regional players

• Apnea Australia: Australian-based freediving school focused on domestic courses and instructor training. Closest direct geographic competitor within Australia for local students.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCor3pAHn5qp1Z1PeecpKK5Q
• Facebookfacebook.com/freedivingcentral
• Instagraminstagram.com/freedivingcentral
• LinkedInlinkedin.com/company/freediving-central

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 Freediving Central