The Reef-World Foundation

What The Reef-World Foundation does

The Reef-World Foundation is a UK registered charity (No: 1157096) founded in 1999 in Bristol, operating as a remote team to deliver the Green Fins programme — the only internationally recognised environmental standards framework for the diving and snorkelling industry, developed in formal partnership with the UN Environment Programme. Its core product is the Green Fins programme, which combines a 15-Point Code of Conduct, the proprietary GEARS (Green-Amber-Red Rating System) assessment methodology, tiered Bronze/Silver/Gold certification for in-person assessments, and a global digital membership platform (Green Fins Hub, launched 2019, with global Digital Membership tier launched 2022). Supporting products include the Green Fins Diver e-Course ($25) and Dive Guide e-Course (freemium with $25 certification), a 35-piece educational materials library translated into 18 languages, the Green Fins Assessor Training Programme (6-day) and Train the Trainer Programme (8-day), and the Making Waves webinar series.

The organisation serves three primary customer segments: marine tourism businesses (dive and snorkel operators), which form the 1,300+-member base across 80+ countries; governments and NGOs that adopt Green Fins as a national programme (Philippines, Thailand, Malaysia, Egypt, Jordan, Indonesia, Japan, UAE); and individual divers and snorkellers reached through online courses and educational materials. Revenue is generated from institutional grants (UNEP, IUCN, PADI Aware Foundation, IDB Lab, Matthew Good Foundation, The Fore, TUI Care Foundation), corporate partnerships (PADI, ZuBlu, HelloDive, DiveAssure, Diversdesk, Fourth Element, SDI/TDI/ERDI/PFI, Explorer Ventures), individual donations, and online course fees. Distribution combines a self-serve digital channel (Green Fins Hub), country-level national programmes with trained assessors, and partner channels including the PADI Eco Center credential and booking platforms.

Name

The Reef-World Foundation

Legal name

The Reef-World Foundation

Website

https://reef-world.org

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

1–10 employees

Short description

The Reef-World Foundation is a UK-registered charity delivering the Green Fins programme — the only internationally recognised environmental standards for diving and snorkelling — in partnership with UNEP. It serves 1,300+ marine tourism businesses across 80+ countries through tiered certification, a digital Hub platform, training courses, and national adoption by governments.

Ownership category

akta.pro rank

Product category

Marine Conservation Services

akta.pro primary industry

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

akta.pro secondary industries

Marine Conservation & Citizen-Science Experiences (reef monitoring, turtle walks) (THAAAIAH), Guided Diving & Snorkeling Excursions (boat/shore trips) (THAAAIAB), Dive & Snorkel Guides / Dive Masters (Boat-Based & Shore-Based) (THAAALAC)

Keywords

• Marine conservation
• Coral reef protection
• Dive operator certification
• Sustainable marine tourism
• Environmental education

Headquarters

HQ city

Bristol

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Institutional and Grant Funding: The primary revenue stream comes from grants and institutional partnerships with organisations such as UNEP, IUCN, PADI Aware Foundation, the Matthew Good Foundation, and The Fore. Funding supports programme development, national implementation, and capacity building.
2. Corporate Partnerships: Corporate partners (e.g., Scubafy, DiversDesk, Eco Beach, Fourth Element, SecretParadise, TSYO, SDI/TDI/ERDI/PFI, Explorer Ventures) provide essential funds through donations, charity of the year partnerships, employee fundraising, and matched giving. These partnerships also include discounts for Green Fins members on third-party services.
3. Donations (Individual): Individual donations at various levels (e.g., £3, £20, £100, £5,000) support specific conservation activities. Monthly recurring donations are encouraged to break free from grant funding cycles.
4. Online Course Fees: The Green Fins Diver e-Course is sold for $25 per student. The Dive Guide e-Course is free but a certification of completion can be purchased for $25. Scholarship funds are available for individuals in need.
5. Green Fins Certification Membership Tiers: Operators receive tiered Bronze, Silver, or Gold certification recognition and associated benefits. Green Fins Digital Membership provides self-service access to the sustainability journey. Membership promotes operators on the Green Fins website and via partner channels.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels9 records

Core offering

The Reef-World Foundation coordinates and delivers the UNEP Green Fins programme — the only internationally recognised environmental standards and certification system for recreational diving and snorkeling operations. Its offerings include the Green Fins Hub digital platform, Green Fins certification for dive operators, digital membership tiers, e-learning courses (diver and dive guide), in-person assessor training, educational materials, and a community forum, all aimed at reducing environmental pressures on coral reefs from marine tourism.

Product overview

The Reef-World Foundation operates primarily as a charity focused on coral reef conservation rather than a traditional SaaS product company. Its core programme is Green Fins — an internationally recognised environmental standards framework for the diving and snorkelling industry, co-developed with the UN Environment Programme. Green Fins is powered by a digital platform called Green Fins Hub, which provides self-evaluation tools, membership management, environmental action planning, a solutions library of over 100 interventions, and community forum access. The programme offers two membership tiers: Green Fins Certification (annual in-person assessments using the GEARS system with Bronze/Silver/Gold tiers) available in countries where it has been adopted as a national programme, and Green Fins Digital Membership (fully online self-evaluation) available globally since 2022. Supporting the programme are educational products including the Green Fins Dive Guide e-Course (free, launched 2019), the Green Fins Diver e-Course ($25, launched 2021), the Green Fins Assessor Training Programme (6-day), the Train the Trainer Programme (8-day), a suite of 35 freely downloadable educational materials in 18 languages, and the Making Waves Webinar Series. The GEARS (Green-Amber-Red Rating System) assessment methodology underpins the certification tier, providing weighted colour-coded evaluations of operator environmental practices.

Differentiator

Problem solved

Functional benefit

Brands

• Green Fins: The only internationally recognized environmental standards for diving and snorkelling, outlined by a 15-point code of conduct that targets the most common threats to coral reefs from marine tourism activities.

Products and services

• Green Fins Certification
• Green Fins Hub
• Green Fins Digital Membership
• Green Fins e-Courses (Diver and Dive Guide)
• Assessor Training
• Educational Materials
• Community Forum

Quantifiable outcome

• 14% average year-on-year reduction of environmental threats from member businesses (2023-2024)
• +8 more outcomes

Named customers11 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature4 records

Partnerships

22 partnerships are on record, tiered core and minor.

• PADI (Professional Association of Diving Instructors)coreStrategic or Co-development Partner · 1 January 2018Partnership since 2018 led to the creation of the PADI Eco Center credential, recognising dive operators with Green Fins membership for exemplary environmental performance. PADI promotes Green Fins to its global network. Katie Thompson (Senior Director, Environment & Sustainability, PADI) has stated the partnership has enhanced Reef-World's operational sustainability profile in the diving industry.
• UN Environment Programme (UNEP)coreStrategic or Co-development PartnerGreen Fins was developed in partnership with UNEP. UNEP provides the institutional backing and international mandate for the programme, and Minna Epps (IUCN Global Ocean Director) has publicly endorsed Reef-World's work advancing Green Fins through IUCN funding facilities. Reef-World transforms programme data into conservation intelligence for international environmental agendas.
• IUCN (International Union for Conservation of Nature)coreStrategic or Co-development PartnerIUCN works with Reef-World through funding facilities to advance Green Fins certification. Aey Petchrung Sukpong, a Reef-World Trustee, supports the work through her experience with IUCN and UNDP on sustainable tourism models and conservation strategies.
• ICRI (International Coral Reef Initiative)coreStrategic or Co-development PartnerReef-World is an active member of ICRI, serving as a vital connection between marine tourism and worldwide coral reef conservation efforts. The organisation transforms programme data into conservation intelligence for international agendas and translates critical conservation developments back to tourism operators.
• Department of Environment and Natural Resources — Philippines (DENR)coreImplementation/ SI/ Consulting PartnerNational implementation partner for Green Fins in the Philippines. The Philippines has declared over 60,000 hectares around Panaon Island a Protected Seascape using Green Fins to support the 30x30 conservation goal.
• Reef Check Dominican RepublicminorImplementation/ SI/ Consulting PartnerImplementation partner for the Youth Ambassador Programme (Joven Embajador del Mar) in the Dominican Republic, launched with TUI Care Foundation.
• Coral Triangle CentercoreImplementation/ SI/ Consulting PartnerImplementation partner supporting Green Fins programme delivery in the Coral Triangle region.
• Thailand Department of Marine and Coastal Resources (DMCR)coreImplementation/ SI/ Consulting PartnerNational implementation partner for Green Fins in Thailand. Petchrung Sukpong (Aey), a Reef-World Trustee, has shaped Green Fins in Thailand since 2005 through her work with DMCR and IUCN.
• Reef Check MalaysiacoreImplementation/ SI/ Consulting PartnerImplementation partner for Green Fins in Malaysia. CEO Julian Hyde has publicly endorsed Green Fins as the only initiative changing industry practices.
• Ocean+aminorImplementation/ SI/ Consulting PartnerListed as an implementation partner supporting Green Fins programme activities.
• Blue AllianceminorImplementation/ SI/ Consulting PartnerListed as an implementation partner supporting Green Fins programme activities.
• Egypt Chamber of Diving and Watersports (CDWS)coreImplementation/ SI/ Consulting PartnerImplementation partner for Green Fins in Egypt, integrating the programme into the national regulatory framework.
• Aqaba Regional Authority (Jordan)coreImplementation/ SI/ Consulting PartnerImplementation partner for Green Fins in Jordan, integrating sustainable marine tourism standards into the regional regulatory framework.
• GSTC (Global Sustainable Tourism Council)coreStrategic or Co-development PartnerReef-World is a member of GSTC and strengthens global adoption of sustainability standards in tourism by providing inputs to GSTC Destination and Industry Criteria and representing marine tourism environmental standards at conferences and meetings.
• DiveAssureminorGTM or Marketing PartnerDiveAssure partners with Reef-World to increase uptake of the Green Fins Diver e-Course by providing discounts on dive insurance for customers who have completed the course. They also support top Green Fins Members with grants for sustainability and conservation goals.
• ZuBluminorChannel Partner/ Reseller/ DistributorDive holiday booking platform that showcases Green Fins Members through search filters, making it easier for eco-conscious tourists to find responsible operators. Also collaborated on promoting the Green Fins Diver e-Course.
• HelloDiveminorChannel Partner/ Reseller/ DistributorDigital platform for dive information and booking, partnered to promote responsible diving among the Chinese diving community by integrating Green Fins resources into their platform.
• DiveO'ClockminorChannel Partner/ Reseller/ DistributorComprehensive platform for dive training and courses that promotes environmental education through the Green Fins Dive Guide e-Course.
• Adventure Travel and Trade Association (ATTA)minorGTM or Marketing PartnerPartnership raises sustainability awareness among ATTA's global membership and introduces them to the Green Fins Code of Conduct and training opportunities. ATTA members receive special access to Green Fins e-courses.
• DiversdeskminorChannel Partner/ Reseller/ DistributorAll-in-one dive centre management system partnered to help Green Fins Members boost sustainability and efficiency. Green Fins Members receive an exclusive discount on the software. Diversdesk also contributes a donation to Reef-World for every new sign-up from a member.
• Professional Scuba Schools (PSS)minorStrategic or Co-development PartnerSpecial thanks given for support in launching the Green Fins Dive Guide e-Course.
• University of BangorcoreStrategic or Co-development PartnerCollaborated with researchers from University of Bangor to develop and validate the Green Fins methodology, resulting in a 2016 peer-reviewed publication in the journal Environmental Management showing a direct connection between Green Fins assessment data and reduced diver contact with reefs.

Scale indicators19 records

Recent moves7 records

Expansion highlights7 records

Direct peers

• Adventure Travel Conservation Fund (ATCF): Conservation fund supporting community-based projects in destinations where the adventure travel industry operates. ATCF is a documented funder of Reef-World's Youth Ambassador Programme and operates in the same niche (conservation through adventure/dive tourism ecosystems).
• PADI AWARE Foundation: Official charitable arm of PADI focused on ocean conservation and marine debris. Highly comparable to Reef-World as both operate dive-industry-facing marine conservation programs, run citizen science initiatives, and partner with the same dive operator base. PADI AWARE is also a funder of Reef-World, making the relationship symbiotic.
• Project AWARE Foundation: Predecessor identity in the dive-led marine conservation space, now merged/aligned with PADI AWARE. Historically the most direct analogue to Reef-World's mission of uniting the dive community for ocean protection.
• Reef Check Foundation: Global nonprofit that trains volunteer divers to survey and monitor coral reefs using standardized protocols. Directly comparable to Reef-World's citizen science and dive-operator engagement model, with overlapping target audiences (volunteer divers and dive centres) and Reef Check Malaysia is a documented Reef-World implementation partner.
• Coral Triangle Center: Regional foundation focused on coral reef and marine resource management in the Coral Triangle, with which Reef-World has a documented implementation partnership. Operates in the same geographic and thematic space (coral reef conservation via sustainable marine tourism and capacity building).
• Blue Marine Foundation: UK-based marine conservation charity focused on ocean protection, including marine protected areas and sustainable fisheries. Comparable to Reef-World as a similarly-sized marine-focused UK/European charitable foundation working on policy and field-level conservation, though with broader scope beyond tourism.

Emerging players

• Biosphere Foundation: Promotes sustainable tourism through the Biosphere Responsible Tourism certification system, a direct adjacent sustainability standard for tourism operators. Comparable to Green Fins in providing certification to tourism businesses, though broader in scope across all tourism types rather than marine-specific.
• Lonely Whale Foundation: Ocean conservation nonprofit focused on plastic pollution and marine ecosystem health through consumer-facing campaigns and corporate partnerships. More brand-led and less dive-operator-focused than Reef-World, but shares the marine conservation mission and similar celebrity/founder credibility signaling.

Broad incumbents

• Global Sustainable Tourism Council (GSTC): Multi-stakeholder organization that sets and manages global sustainability standards for tourism. Reef-World is a member and provides inputs to GSTC's Destination and Industry Criteria. GSTC is broader in scope (all tourism) while Reef-World is specialized in marine tourism, making GSTC a complementary rather than directly competing body.
• Marine Stewardship Council (MSC): Global sustainability standards organization for seafood and, through its sister organization, responsible fishing. Provides an analogous model of how a charity-driven sustainability certification scheme can scale globally and become the trusted label for consumers, comparable to Reef-World's positioning for marine tourism.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/ReefWorldFoundation
• LinkedInlinkedin.com/company/thereef-worldfoundation

Revenue estimate

Valuation estimate

Number of profiles

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 Reef-World Foundation