ADA Group, LLC

Name

ADA Group, LLC

Legal name

ADA Group Pte. Ltd.

Website

https://ada.asia

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Multi-Industry Conglomerate Services

NAICS

Software Publishers (513210), Custom Computer Programming Services (541511)

SIC

Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

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

akta.pro secondary industries

Diving & Snorkeling Retail (Scuba Gear) (CRAMAIAF), Data, Analytics & AI Consulting (BPAHAEAF)

Keywords

• Scuba diving training
• E-mobility financing
• Motorcycle retail services
• CRM automation solutions
• Dive resort hospitality

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Scuba Diving Training and Retail: ADA Group owns and operates scuba diving businesses including Asia Dive Academy and Gill Divers. Revenue comes from dive training courses, equipment retail, and dive trips. The company has certified over 10,000 divers to date.
2. E-mobility Products and Services: Companies like Eko Life (personal e-mobility in Singapore and Malaysia) and Speedzone (motorcycle retail and servicing) generate revenue through product sales and service fees.
3. Financing Services: Fundbox specializes in e-mobility financing with a mission to enable the unbanked and underbanked with access to financing that will improve their livelihood.
4. Resort and Hospitality: Pebble & Fins is a resort in Bali, Indonesia focused on scuba diving, free diving, and yoga retreats. Revenue comes from resort accommodations and related services.
5. Technology Solutions: Sparkfn provides digital technology solutions including mid-size business CRM and automation services to other businesses.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

ADA Group is a multi-industrial conglomerate that owns and operates a portfolio of businesses across Southeast Asia, including scuba diving training and certification (Asia Dive Academy, Gill Divers), dive resort hospitality (Pebble & Fins Bali), e-mobility products and financing (Eko Life, Fundbox, EasyRide Urban Quest), motorcycle retail and servicing (Speedzone), digital CRM/automation technology (Sparkfn, AutoCollect), retail distribution (Barter Maison), and medical/dental supplies distribution (Sante Maison). The group leverages proprietary cloud-based dive management software to streamline dive centre operations and offers career pathways into the dive profession.

Product overview

ADA Group is a multi-industrial conglomerate operating across Singapore, Malaysia, and Indonesia with a diverse portfolio of businesses. The company originated as Asia Dive Academy (ADA), a scuba diving company that has grown into multiple business units including diving operations (Gill Divers, Pebble & Fins resort, MV Nautica liveaboard), e-mobility (Eko Life, Fundbox financing, Speedzone motorcycles, EasyRide Urban Quest), digital technology (Sparkfn for CRM and automation), retail (Barter Maison), and medical supplies (Sante Maison). ADA developed its own cloud-based dive management software for the diving industry. The portfolio operates independently while sharing the common focus on technology and innovation.

Differentiator

Problem solved

Functional benefit

Brands

• Gill Divers: Well-known dive center in Singapore providing scuba diving training, retail of diving equipment, and experience trips. Has certified over 10,000 divers.
• Sparkfn
• Fundbox
• Eko Life
• Speedzone
• Pebble & Fins
• Barter Maison
• EasyRide Urban Quest
• Sante Maison
• AutoCollect

Products and services

• Asia Dive Academy (ADA) Scuba diving training, certification, and education services delivered through PADI and SSI pathways, including Divemaster Associate (DMA) and instructor development programs targeting both recreational divers and aspiring dive professionals across Southeast Asia.
• Gill Divers Established dive centre in Singapore offering scuba diving training courses, retail sale of diving equipment, and experience dive trips. Has certified over 10,000 divers to date and serves as a primary retail and training brand under ADA Group.
• Pebble & Fins

Quantifiable outcome

• Transactions through online platform grew by over 80% in 8 months
• +2 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles7 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Workforce SingaporecoreStrategic or Co-development Partner · 1 January 2017ADA Group achieved Approved Training Organisation (ATO) status from Workforce Singapore (formerly Workforce Development Agency), enabling them to provide Workforce Skills Qualification (WSQ) courses. This partnership aligns with ADA's vision of providing high quality training to people who aspire to be part of the dive tourism industry.
• SSI (Scuba Schools International)coreStrategic or Co-development Partner · 1 January 2016ADA became the official SSI Service Centre for Singapore, Malaysia and Brunei. The company has expanded regionally with dive centres in Phuket, Kuala Lumpur and two dive centres in Indonesia under the SSI partnership.
• Dive Centres in Southeast AsiacoreChannel Partner/ Reseller/ Distributor · 1 January 2016ADA has clinched partners from all over the Southeast Asia region, including Indonesia, Malaysia, Thailand, Philippines, Papua New Guinea and the Maldives, offering a global approach to professional dive education and training for recreational and technical diving.
• PADI Asia PacificcoreStrategic or Co-development Partner · 1 January 2015ADA Group received recognition from PADI Asia Pacific for 'Outstanding Contribution To Instructor Development' for 2014. ADA operates as a PADI Instructor Development Centre (IDC) and has multiple Course Directors including Platinum-rated Richard Mei and Silver-rated Jacki Ng.
• Project AWAREminorStrategic or Co-development Partner · 1 January 2014ADA partnered with Project AWARE, a global non-profit backed by PADI, to join their growing number of 100% AWARE Partners. Every month ADA makes a regular donation to Project AWARE to protect the underwater world, and student divers receive Project AWARE limited edition cards when completing PADI courses.
• Singapore Management University Dive Team (SMUX)minorStrategic or Co-development Partner · 1 January 2005ADA has been working with SMUX Dive Team for over 10 years, training and educating the next generations of divers from SMU. Student managers have included Er Jun (2005), Shaun (2006), Sheryl (2007), and many others through 2016.

Scale indicators8 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• SSI (Scuba Schools International): Second-largest global dive certification body and ADA's named partner. Operates a similar training, retail and instructor-development model and overlaps with ADA in Singapore, Malaysia, Indonesia and beyond.
• PADI: The world's largest dive training and certification organisation. Directly comparable to ADA's Asia Dive Academy, PADI issues the certifications ADA teaches and competes for the same instructor and student pipeline in Singapore and Southeast Asia.
• Big Blue Diving: Long-established PADI 5-star dive centre in Bali operating training, dive trips and equipment retail. Directly comparable to Gill Divers and Pebble & Fins in customer mix, location profile and product offering.
• Down Under Dive: Singapore-based dive operator providing training, dive trips and equipment retail. Competes head-to-head with Gill Divers in the same domestic market for student divers, instructors and equipment buyers.
• Mares: Established diving equipment manufacturer with strong retail and instructor presence. Comparable to ADA on the equipment-retail and training-material distribution side of the business.
• Two Fish Divers: Indonesia-focused dive operator with multiple resorts and dive centres. Closely comparable to ADA's multi-location Southeast Asia dive training and resort model, with similar customer segments and SSI/PADI affiliations.

Emerging players

• Beam Mobility: Asia-Pacific micro-mobility operator active in Singapore, Malaysia and other ADA geographies. Directly comparable to Eko Life and EasyRide Urban Quest on the personal e-mobility side of the portfolio.
• Neuron Mobility: Regional e-scooter and e-bike operator with a strong presence in Singapore. Competes with Eko Life and EasyRide Urban Quest for the same urban e-mobility customer and fleet-partnership economics.

Broad incumbents

• Scubapro: Global diving equipment manufacturer and brand. Comparable to Gill Divers' retail and Barter Maison's equipment-distribution side, and an incumbent that could leverage its scale to enter dive centre SaaS or training.
• Grab: Southeast Asia super-app spanning mobility, deliveries and digital financial services including lending. Comparable to Fundbox on the consumer/merchant financing side and to EasyRide Urban Quest on the mobility side, and a benchmark for regional scale in ADA's core markets.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/adagroup-asia

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries10 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 ADA Group, LLC