Diving Attitude
Diving Attitude is a private Egyptian liveaboard operator founded in 1997 by Hélène and Serge Kalamian, running two Red Sea dive cruise vessels (Altaïr and Atlantis) across eight itineraries and offering recreational, technical, rebreather, and professional diving certifications to primarily French-speaking European customers via partner agencies.
- Company typePrivate
- Founded1997
- HeadquartersHurghada, Egypt
- Headcount—
- GTM typeB2C
- OfferingServices
What Diving Attitude does
Diving Attitude SARL is a privately-held Egyptian SARL registered in Hurghada that operates two Red Sea diving liveaboard vessels — Altaïr (Grand Luxe class, ~26 divers, the only RINA-certified double-hull steel vessel in the Red Sea with bow thruster and acoustic insulation) and Atlantis (Comfort+ class, ~20 divers following a 2025 renovation). Founded in 1997 by Hélène and Serge Parisse Kalamian, the company runs eight distinct cruise itineraries spanning the Egyptian Red Sea from Dahab in the north to the Sudan border in the south, offering 16-35 dives per cruise plus recreational, technical, rebreather, and professional instructor certifications through SDI, PADI, TDI, FRTI, and FFESSM agencies.
The company monetizes through per-cabin cruise pricing (€-tiered with a 25%/25%/50% deposit schedule and minimum 8-passenger threshold), instructor-level certifications (Divemaster €1,000, OWSI Instructor €2,150, TDI technical tracks up to €2,535), weekly equipment rentals, and DAN diving insurance referral. Auxillary revenue includes a co-authored book, 'Mer Rouge – Eau Bleue'.
Distribution centers on a network of five French-speaking travel agencies (Ultramarina, Oceanes, Aquarev, Abyssworld, Energy-Trip), direct booking via booking.divingattitude.com, and trade show presence at the Salon de la Plongée in Paris. Specialty expert-led cruises (wreck, CCR/rebreather, marine biology with Steven Weinberg, Franck Vasseur, Vincent Maran, Nathalie Lasselin, and Laurent Boulmier) command premium positioning. The three-vessel fleet was reduced to two in 2024 after the Exocet sank off Sataya, and pre/post-cruise partnerships (Ramla, Mahmya, Le Spa du Rivoli, Mohamed Teleb's Egypt tours) extend the experience beyond diving.
Diving Attitude firmographics
Firmographics- Name
- Diving Attitude
- Legal name
- Diving Attitude SARL
- Website
- https://divingattitude.com
- Company type
- Private
- Founded year
- 1997
- Operating status
- Operating
- Short description
- Diving Attitude is a private Egyptian liveaboard operator founded in 1997 by Hélène and Serge Kalamian, running two Red Sea dive cruise vessels (Altaïr and Atlantis) across eight itineraries and offering recreational, technical, rebreather, and professional diving certifications to primarily French-speaking European customers via partner agencies.
- Ownership category
- akta.pro rank
Where Diving Attitude is headquartered
LocationHeadquarters
- HQ city
- Hurghada
- HQ country
- Egypt
- HQ region
- Africa
Offices2 records
Markets served
Diving Attitude business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Liveaboard Dive Cruises: Week-long diving cruise packages (6–14 days) aboard Altaïr or Atlantis in the Egyptian Red Sea, including accommodation, meals, and guided diving. Pricing follows a per-person model with tiered pricing based on cabin type. Payment terms: 25% deposit on confirmation, 25% at J-75, balance at J-30. Minimum 8 passengers required to confirm a departure.
- Professional Diving Certifications: Professional-level diving instructor and divemaster training programs (SDI, TDI, FRTI, FFESSM) offered during cruises or at shore-based facilities. Certifications range from Divemaster (€1,000) to full Instructor OWSI (€2,150), with specialty instructor programs from €400 per level. These are one-time fee services bundled into the cruise experience.
- Equipment Rental: Comprehensive scuba equipment rental for both leisure and technical diving, including wetsuits, BCDs, regulators, computers, sidemount rigs, deco bottles, and rebreather sets. Rental prices are quoted per week or per duration of cruise.
- Insurance Services: Diving Attitude can register customers with Divers Alert Network (DAN) short-term insurance: €20 for 1 week, €30 for 2 weeks. This is a commission-style arrangement with DAN.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Divemaster SDI – 2-week cruise format |
| One time/ perpetual license | Pay-as-you-go | Crossover Divemaster (N4 FFESSM to SDI) – cruise format |
| One time/ perpetual license | Pay-as-you-go | Instructor OWSI (SDI) – shore-based |
| One time/ perpetual license | Pay-as-you-go | Crossover Instructor SDI – multiple origins |
| One time/ perpetual license | Pay-as-you-go | TDI Technical Instructor – starting level |
| One time/ perpetual license | Pay-as-you-go | FRTI Instructor – first aid for diving |
| One time/ perpetual license | Pay-as-you-go | Recreational Open Water / Advanced / Rescue courses |
| One time/ perpetual license | Pay-as-you-go | Nitrox FFESSM standalone |
| One time/ perpetual license | Pay-as-you-go | Rebreather (CCR) Training |
| Unit Pricing | Pay-as-you-go | Scuba Equipment Rental – leisure tier |
| Unit Pricing | Pay-as-you-go | DAN Short-Term Diving Insurance |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
Diving Attitude product offering
Product offeringCore offering
Diving Attitude operates two liveaboard dive vessels (Altaïr and Atlantis) in the Egyptian Red Sea, offering week-long diving cruise packages with accommodation, meals, and guided dives across 8 distinct itineraries from the northern Sinai to the Sudan border. The company delivers a full training ecosystem spanning recreational (SDI/PADI/FFESSM), technical (TDI), rebreather (CCR), and professional instructor certifications, complemented by on-board equipment rental and DAN insurance referral.
Product overview
Diving Attitude operates a fleet of two diving liveaboards—Altaïr (Grand Luxe, max 26 divers) and Atlantis (Comfort+, max 20 divers)—offering 8 distinct cruise itineraries across the Egyptian Red Sea ranging from accessible northern routes (Longitude 34) to remote southern expeditions (Elba at the Sudan border). The portfolio includes 10 diving cruise products spanning all skill levels: family-friendly Discovery cruises, all-level Longitude 34, wreck-focused Spéciale Épaves, advanced Latitude 27, technical Abyssale Attitude, experienced-diver Triangle d'Or (BDE), southern Réserves Australes, extended Du Nord au Sud (2 weeks), and exclusive Elba expeditions. Training divisions cover three certification systems: FFESSM (N1–N3, Nitrox, PE40, PA40, RIFAP), SDI/PADI (Open Water through Instructor), and TDI technical courses (Nitrox Confirmé through Trimix Hypoxique), plus rebreather (CCR/SHARK) and professional instructor programs. Equipment rental and Nautilus Lifeline GPS safety devices complement the liveaboard experience. All cruises include Nitrox, 12L/15L tanks, weights, 2–3 dives daily, French-speaking instructors, and full-board catering.
Differentiator
Problem solved
Functional benefit
Brands
- Altaïr: Luxury class diving boat accommodating up to 26 divers, featuring double hull design, bow thruster, and RINA-certified construction.
- Atlantis
Products and services
- Altaïr Liveaboard Luxury steel-hulled diving liveaboard (Grand Luxe category) accommodating up to 26 divers. Features double-hull RINA-certified construction, bow thruster, hydrodynamic bow bulb, rock wool acoustic insulation, two Cummins V12 engines, four generators, and two 7.5m zodiacs. Nautilus Lifeline GPS safety devices on board.
- Atlantis Liveaboard Comfort+ class diving liveaboard renovated in 2025, accommodating up to 20 divers (reduced from 24). Features modernized interior, four single cabins, enlarged bar, fly-deck dining area, and two 6.5m zodiacs with 85HP outboard motors. Free Nitrox supplied by BAUER MARINER compressors. Nautilus Lifeline GPS safety devices on board.
- Longitude 34 Cruise Northern Red Sea diving cruise itinerary accessible to all certification levels including N1/Open Water divers. Features famous wrecks (Thistlegorm, Rosalie Moller, Giannis D) and coral reefs around Hurghada, Sharm El Sheikh, and Safaga areas.
- Latitude 27 Cruise Central Red Sea diving cruise combining legendary wrecks (Rosalie Moller, Thistlegorm, Numidia, Aida) with dramatic walls and reefs. Marine life includes groupers, tuna, barracuda, reef sharks, and eagle rays.
- Triangle d'Or (BDE) Cruise Premium diving cruise to the Brothers Islands, Daedalus, and Elphinstone—three iconic offshore reefs. Targets experienced divers with strong currents and deep-water encounters featuring grey reef sharks, oceanic whitetips, hammerheads, manta rays, and turtles.
- Abyssale Attitude Cruise Technical diving-focused cruise featuring Dahab's Blue Hole, Canyon, and Ras Mohammed. Combines dramatic Sinai landscapes with advanced diving including wrecks, canyons, and walls suited for experienced and tech-certified divers.
- Spéciale Épaves Cruise Wreck-focused diving cruise in the northern Red Sea featuring over 20 shipwrecks including Thistlegorm, Dunreve, Kingston, Carnatic, Giannis D, Salem Express, and deep-wreck sites in the Gulf of Suez. Requires N2 certification or N3 with Nitrox for deeper wrecks.
- Réserves Australes Cruise Southern Red Sea cruise featuring coral gardens of Zabargad, Fury Shoals, and St. John's reefs. Includes Sataya dolphin encounter, Marsa Shouna turtle meadows, and diverse marine life from clownfish to dugongs.
- Elba – Sudan Border Cruise Exclusive southernmost itinerary to Elba at the Sudan border. Features virgin reefs, SS Levanzo wreck (1901), and extended 9–10 day cruises with up to 28 dives. Requires N2/Advanced certification with 50+ dives.
- Du Nord au Sud Cruise Two-week diving expedition covering the entire Egyptian Red Sea from Ras Mohammed in the north to Zabargad in the south. Includes Brothers Islands, Daedalus, Elphinstone, wrecks, and Fury Shoals with 35 dives over 13 days.
- Découverte de la Mer Rouge Cruise Family-friendly diving cruise welcoming children from age 8. Combines certified diver excursions with bubble-maker/baptism experiences, N1/Open Water training, and snorkeling activities. Features gentle sites around Hurghada and Ras Mohammed.
- Recreational Diving Certification (SDI/PADI) Recreational diving training programs under SDI and PADI agencies covering Open Water (€360), Advanced (€200), Deep Diver (€150), Rescue Diver (€260), Solo Diver (€200), Sidemount Loisir (€220), and Nitrox standalone (€130).
- Recreational Diving Certification (FFESSM) French recreational diving certification program covering N1 through N3 levels, Nitrox, PE40, PA40, and RIFAP (first aid). Organized training structure aligned with French federation standards.
- Technical Diving Certification (TDI) Technical diving training under TDI standards including Gas Blender (€400), Intro to Tech (€435), Nitrox (€435), Advanced Gas Blender (€435), Nitrox Confirmé (€735), Deco Procedures (€735), Sidemount (€770), Extended Range (€935), Trimix Normoxique (€2,035), Trimix Hypoxique (€2,535).
- Rebreather (CCR) Training Closed-circuit rebreather training on SHARK machines covering Air/Hélitrox Diluant max 40M (€1,200, includes machine rental and consumables), Normoxique max 60M (€500, machine rental extra at €500/week), and CCR baptême SHARK (€100).
- Professional Diving Instructor Certification Professional diving instructor certifications including Divemaster SDI (€1,000), Crossover Divemaster N4→DM (€800), Instructor OWSI SDI (€2,150), Crossover Instructor RSTC/DEJEPS/MF1 (€950–€1,350), Specialty Instructor, Tech Instructor TDI (from €400), and FRTI Instructor (€600).
- Diving Equipment Rental Comprehensive diving equipment rental for leisure (Aqualung wetsuits €30/week, BCDs €40, regulators €40, dive computers Suunto €40, 15L tanks €40) and technical diving (sidemount harness + 2nd bottle €90, tech regulator set €80, BI 2x12L €60, pony S40 with O2 regulator €150, rebreather set 2L/3L €90, helium €0.10/L, chaux €15/kg).
- Nautilus Lifeline GPS Safety Device GPS safety transmitter available on Altaïr and Atlantis for enhanced diver surface tracking and emergency localization. Compact device enhancing diving safety with rapid surface positioning capability.
- DAN Short-Term Diving Insurance Divers Alert Network (DAN) short-term diving insurance registration facilitated by Diving Attitude. €20 for 1 week, €30 for 2 weeks. Valid only in Egypt. Commission-based intermediary arrangement with DAN.
Quantifiable outcome
- Minimum 8 passengers required to guarantee a cruise departure
- +2 more outcomes
Companies that use Diving Attitude
Customer profileNamed customers7 records
Segments4 records
Ideal customer profiles4 records
Diving Attitude technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Diving Attitude partnerships and signals
Strategic signalPartnerships
19 partnerships are on record, tiered core, minor and flagship.
- UltramarinacoreUltramarina is a French dive travel agency that resells Diving Attitude cruise packages. Listed as a partner agency with dedicated cruise package pages on their website. Ultramarina also operates in Geneva (UM Genève).
- OceanescoreOceanes is a French online travel agency specializing in Red Sea diving cruises. They resell Diving Attitude packages including the Latitude 27 and Longitude 34 itineraries.
- AquarevcoreAquarev is a French dive travel agency reselling Diving Attitude cruise packages for the Red Sea market.
- AbyssworldcoreAbyssworld is a French diving travel agency reselling Diving Attitude packages, particularly for the Atlantis and Triangle d'Or itineraries.
- Energy-TripminorEnergy-Trip is a French diving travel agency that includes Diving Attitude cruises in its Red Sea portfolio.
- Steven WeinbergflagshipSteven Weinberg is a marine biologist, underwater photographer, and author of 50+ species identification books. He co-leads BIO (marine biology) themed cruises on Diving Attitude's Altaïr vessel. Diving Attitude promotes these cruises as premium educational diving experiences combining expert marine biology guidance with Red Sea exploration.
- Sébastien SalingueflagshipSébastien Salingue is the author of cult BD Plongeurs (diving comic books). He co-leads BIO themed cruises alongside Steven Weinberg, bringing his artistic and narrative perspective on marine life to Diving Attitude's educational cruise offerings.
- Vincent MaranflagshipVincent Maran is a national scuba biology instructor and creator of the DORIS species identification website (partner of the Muséum national d'Histoire naturelle de Paris). He leads marine biology cruises on Diving Attitude boats, offering daily exchanges and Q&A sessions about Red Sea marine life.
- Nathalie LasselinflagshipNathalie Lasselin is a professional explorer and underwater photographer who leads CCR (closed-circuit rebreather) themed specialty cruises on Altaïr, combining technical diving expertise with underwater media production.
- Franck VasseurflagshipFranck Vasseur is a recognized reference in cave diving who leads specialty wrecks, canyons, and caves cruises on Diving Attitude boats, including a custom circuit near the Abyssale Attitude (Dahab North) itinerary.
- Laurent Boulmier (IQSub)coreLaurent Boulmier is the IQSub representative and leads CCR specialty cruises on Altaïr, bringing technical diving expertise and product knowledge for rebreather diving enthusiasts.
- Julien Kenee (Hydrosphère Plongée)minorJulien Kenee of Hydrosphère Plongée participates as a CCR expert on specialty rebreather cruises organized on Diving Attitude vessels.
- Steven Surina (Shark Education)minorSteven Surina is founder of Shark Education and is featured in Diving Attitude's social content (Reels), discussing shark education and marine conservation topics.
- Mohamed TelebminorMohamed Teleb is a French-speaking Egyptian tour guide specializing in pharaonic Egypt tours (Louxr, Cairo). Diving Attitude partners with him to offer pre/post-cruise land excursions for customers wanting to combine Red Sea diving with archaeological tourism.
- Divers Alert Network (DAN)minorDiving Attitude can register customers for DAN short-term diving insurance (€20 for 1 week, €30 for 2 weeks), valid only in Egypt. DAN is the globally recognized diving emergency insurance organization.
- Mer Rouge Eau Bleue (Book)minorMer Rouge – Eau Bleue is a co-authored book by multiple divers (including Hélène Parisse and Serge Kalamian, Diving Attitude's founders) about Red Sea marine ecosystems. The book features work from scientists and diving personalities. Preface by Véroniqe and François Sarano of Longitude 181. Sold as a partner product to Diving Attitude customers.
- Ramla (Beach/Activity Partner)minorRamla is a beach facility in Hurghada that Diving Attitude has established as a partner for customers wanting to enjoy the sea and sun before or after their cruise. Diving Attitude promotes this as a recommended pre/post cruise activity.
- Le Spa du RivoliminorLe Spa du Rivoli offers spa services (sauna, hammam, peeling, jacuzzi, massage) in Hurghada. Diving Attitude partners with this facility as a recommended pre/post cruise relaxation option for customers with late flights.
- Mahmya (Beach Partner)minorMahmya is a private beach club in Hurghada with a restaurant, lounge music, and comfortable loungers. Listed as a recommended activity for Diving Attitude customers before or after cruises.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Diving Attitude competitors and assessment
Company assessmentDirect peers
- Emperor Divers: Emperor Divers operates Red Sea liveaboard dive cruises from Hurghada and Marsa Alam with a multi-vessel fleet, directly competing with Diving Attitude in the same Egyptian Red Sea market, same itineraries (Brothers/Daedalus/Elphinstone, northern wrecks), and overlapping European customer base.
- Red Sea Diving Safari: Red Sea Diving Safari operates liveaboard and land-based dive packages from Marsa Alam, including routes to Brothers, Daedalus, Elphinstone, and the southern Red Sea — directly overlapping with Diving Attitude's premium itineraries.
- Sea Serpent Fleet: Sea Serpent operates a fleet of Red Sea liveaboards primarily out of Hurghada and Port Ghalib, with comparable itineraries (BDE, northern wrecks, St. John's). It is one of Diving Attitude's closest direct competitors in the Egyptian liveaboard segment, particularly serving the German and broader European market.
- Blue O Two: Blue O Two is a UK-based Red Sea liveaboard operator with multiple vessels sailing from Hurghada. It is one of the most established direct competitors to Diving Attitude in the Egyptian Red Sea liveaboard segment with comparable itineraries and pricing.
- Aggressor Adventures (Red Sea Aggressor): Aggressor Adventures operates the Red Sea Aggressor IV, a purpose-built liveaboard in the Egyptian Red Sea. Same product category (dive liveaboard), same region, similar target customer (international certified divers), but with a global brand and Anglophone orientation.
Broad incumbents
- Dive Worldwide: Dive Worldwide is a UK dive travel agency that books liveaboards globally including Red Sea operators like Diving Attitude. It functions as a comparable distribution/booking intermediary and represents the type of channel Divers Attitude partners with for non-French markets.
- Wakatobi Dive Resort: Wakatobi is a luxury dive resort in Indonesia with comparable premium positioning and a similar customer demographic (experienced divers seeking high-quality, remote reef experiences). Same premium price point and customer LTV profile, though resort-based rather than liveaboard.
- Diverse Travel: Diverse Travel is a UK-based dive travel agency specialising in liveaboard bookings worldwide, including multiple Red Sea operators. It is a comparable intermediary/distribution peer for the same end-customer base.
Others
- Croisières Plongée (Dive Travel Agencies Collective): French-language dive travel booking aggregator that lists multiple liveaboard operators including Red Sea fleets. Functions as a channel-comparable and partner-type entity rather than direct competition, but illustrates the French-market distribution ecosystem Diving Attitude relies upon.
Emerging players
- M/Y Carpe Diem (Maldives) / Carpe Diem Diving: Carpe Diem operates small-capacity luxury dive liveaboards in the Maldives. Comparable premium positioning and small-fleet model (1–2 vessels), but serves a different geography; useful as a benchmark for premium single-vessel liveaboard economics.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Diving Attitude social profiles
Digital presenceDiving Attitude financial estimates
Financial estimateRevenue estimate
Valuation estimate
Diving Attitude leadership team
Management profileNumber of profiles
Profiles3 records
Diving Attitude funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Diving Attitude M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Diving Attitude
What does Diving Attitude do?
Diving Attitude operates two liveaboard dive vessels (Altaïr and Atlantis) in the Egyptian Red Sea, offering week-long diving cruise packages with accommodation, meals, and guided dives across 8 distinct itineraries from the northern Sinai to the Sudan border. The company delivers a full training ecosystem spanning recreational (SDI/PADI/FFESSM), technical (TDI), rebreather (CCR), and professional instructor certifications, complemented by on-board equipment rental and DAN insurance referral.
Is Diving Attitude a public or private company?
Diving Attitude is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Diving Attitude founded?
Diving Attitude was founded in 1997.
Where is Diving Attitude based?
Diving Attitude is headquartered in Hurghada, Egypt, in the Africa region.
How does Diving Attitude make money?
Four revenue lines are on record. Liveaboard Dive Cruises are the primary driver. The others are professional Diving Certifications, equipment Rental and insurance Services.
Who are Diving Attitude's main competitors?
Direct peers on record are Emperor Divers, Red Sea Diving Safari, Sea Serpent Fleet, Blue O Two and Aggressor Adventures (Red Sea Aggressor). Broad incumbents are Dive Worldwide, Wakatobi Dive Resort and Diverse Travel. Croisières Plongée (Dive Travel Agencies Collective) is listed as an others. M/Y Carpe Diem (Maldives) / Carpe Diem Diving is listed as an emerging player.
Does Diving Attitude have an API?
No public API is recorded for Diving Attitude.