Dive Industry Association

What Dive Industry Association does

Dive Industry Association, Inc. is a private trade association founded on April 1, 2001, and headquartered in West Melbourne, Florida, that serves the global commercial diving industry. The organization operates on a volunteer-run model with no paid employees, led by Executive Director Gene Muchanski, and is governed by a Board of Directors and a Board of Advisers drawn from industry stakeholder groups. Its core mission is to connect buyers and sellers across the diving industry through membership services, publications, trade show participation, and consulting.

The association generates revenue primarily through membership dues at four tiers — Annual Individual ($75), Annual Business ($125, renewable at $100), Annual Premium Business ($500), and Lifetime Business ($1,000) — supplemented by consulting fees, press release distribution, and advertising in its owned publications. Core products include the Weekly Dive News press release service (published every Tuesday since 2012), the monthly trade magazine The Dive Industry Professional, an annual Digital Trade Directory & Buyers Guide, the DIVE LOCAL consumer program, and the FAM Trips service. The technology stack is built on commodity platforms — WordPress for web properties, Constant Contact for email marketing, Sales Force for CRM, Card Scan for contact digitization, and Microsoft Excel for data tracking — supporting proprietary databases covering 8,500+ dive businesses, 200,000+ diving instructors, and 18,000+ consumer divers.

The association operates two affiliated entities: the Dive Industry Foundation, a 501(c)(3) non-profit incorporated in Texas in 2004 that conducts research and manages the DIVE LOCAL program, and Undersea Showcase, Inc., a media company promoting dive equipment and travel destinations in the Bahamas, Caribbean, and Mexico. Distribution occurs through face-to-face presence at major trade and consumer shows (DEMA Show, Beneath the Sea, Scuba Show, Our World-Underwater, Boston Sea Rovers, Surf Expo, Travel & Adventure Shows), digital marketing channels (email, Facebook, LinkedIn, Twitter, blog), and direct mail campaigns targeting a verified database of 880+ US retail dive stores as of August 2025.

Name

Dive Industry Association

Legal name

Dive Industry Association, Inc.

Website

https://diveindustrynews.net

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

Dive Industry Association is a volunteer-run Florida trade association founded in 2001 that connects buyers and sellers across the global commercial diving industry through tiered memberships, weekly and monthly trade media, directories, consulting, and trade show presence.

Ownership category

akta.pro rank

Product category

Trade Association Services

NAICS

Sporting Goods Retailers (459110)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

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

akta.pro secondary industries

Diving & Snorkeling Retail (Scuba Gear) (CRAMAIAF), Diving Experiences (Scuba Dives, Dive Trips, PADI/SSI Courses) (THAJAJAD)

Keywords

• Trade association services
• Industry directory publishing
• Membership networking programs
• Business consulting services
• Trade publication media

Headquarters

HQ city

Melbourne

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Annual Business Membership Dues: Business membership in sectors 1-13 (Manufacturing, Distributing, Retail Dive Centers, Dive Operators, Dive Clubs, Service Providers, Media, Trade Associations, Training Agencies, Non-Profits, Trade Show Organizers, Training Facilities, Travel Businesses) at $125 annually. Renewals discounted to $100 if paid on or before anniversary date.
2. Annual Individual Membership Dues: Individual membership for Sales Representatives, Professional Educators, and Industry Professionals at $75 annually. Renewals discounted to $50 if paid prior to anniversary date.
3. Premium Business Membership: Premium tier at $500 annually with additional benefits including retail account updates throughout the year and verification of retail account mailing addresses.
4. Lifetime Business Membership: One-time payment of $1,000 for lifetime business membership designation with 'L' after member number.
5. Press Release Service: Members receive 24 FREE press releases per year through the Weekly Dive News service. Additional press releases may be available for purchase.
6. Consulting Services: Business and marketing consulting services offered to members and non-members, including business plans, marketing plans, competitive analysis, and staff training.
7. Advertising & Promotional Services: Feature articles, advertising opportunities at special member prices, and co-op marketing promotions available for additional fees.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels13 records

Core offering

The Dive Industry Association is a not-for-profit trade association that serves as the central trade body for the recreational diving industry. It provides membership programs, industry publications (Weekly Dive News and The Dive Industry Professional magazine), digital trade directories and buyers guides, business and marketing consulting, and networking events such as the annual Undersea Showcase and FAM trips. Its offerings are aimed at dive manufacturers, retailers, distributors, dive operators, and individual diving professionals in the United States.

Product overview

Dive Industry Association is a trade association offering a portfolio of membership-based products and services focused on connecting buyers and sellers in the global diving industry. The core offerings include multiple publications (Weekly Dive News press release service, monthly The Dive Industry Professional magazine, and an annual Digital Trade Directory & Buyers Guide), online member directories (Dive Directory, Facebook Dive Directory, Travel Directory), and the DIVE LOCAL program for promoting local diving communities. Additional services include business consultancy, FAM trips, dive trip listings, and membership programs at business, individual, premium, and lifetime tiers. The association also operates the non-profit Dive Industry Foundation and the Undersea Showcase media company as related entities.

Differentiator

Problem solved

Functional benefit

Brands

• DIA: Abbreviated name used for Dive Industry Association in marketing materials and communications.
• DIVE LOCAL
• The Dive Industry Professional
• DIA Weekly Dive News

Products and services

• Annual Membership Program Tiered membership program offering Business, Individual, Premium, and Lifetime categories for dive industry businesses, professionals, and supporting members, providing access to publications, directories, networking events, and advocacy.
• Weekly Dive News A weekly email newsletter that delivers current dive industry news, updates, and information to members and industry stakeholders.
• The Dive Industry Professional (Monthly Magazine) A monthly trade magazine published by the association for dive industry businesses and professionals, featuring industry news, features, and advertising.
• Digital Trade Directory and Buyers Guide Digital directory and buyers guide listing dive industry businesses, products, and services, accessible to members and industry buyers.
• DIVE LOCAL Program A local dive business locator program that connects consumers with member dive shops, operators, and professionals in their area.
• Business and Marketing Consulting Business and marketing consulting service provided to dive industry member businesses to help them with strategy, operations, and marketing.
• FAM Trips Familiarization (FAM) trips organized for dive industry members, providing firsthand experience of dive destinations, resorts, and operations.
• Dive Trips Dive trips coordinated by or through the association, providing members and consumers with organized diving travel experiences.
• Undersea Showcase (Annual Trade Show) Annual trade show event organized by the association for dive industry members, featuring exhibits, networking, and industry presentations.

Quantifiable outcome

• 449 members served over 25 years
• +3 more outcomes

Named customers7 records

Segments9 records

Ideal customer profiles3 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 minor and core.

• Turquoise Bay Resort (Roatan, Honduras)minorGTM or Marketing Partner · 1 May 2025FAM Trip destination May 17-21, 2025. Dive resort familiarization trip.
• Plaza Resort BonaireminorGTM or Marketing Partner · 1 December 2024FAM Trip destination December 7-11, 2024. Dive resort familiarization trip for retail travel buyers.
• Turks & Caicos ResortminorGTM or Marketing Partner · 1 December 2021FAM Trip destination December 4-8, 2021. Dive resort familiarization trip.
• Modern PostcardcoreTechnology or Integration · 14 March 2020Referral Partner since March 14, 2020. Association has used Modern Postcard as direct mail vendor since 2001 with measurable success on 9 campaigns. Members receive promotional code DIVE15 for 15% discounted pricing. Members using mailing services can include association's trade or consumer database for targeting.
• Belize Dive HavenminorGTM or Marketing Partner · 1 July 2019FAM Trip destination July 19-23, 2019. Dive resort destination participant in familiarization trip program.
• Saint Lucia Tourism BoardminorGTM or Marketing Partner · 1 September 2018FAM Trip destination September 13-17, 2018. Tourism board sponsorship.
• Dreams La Romana & Dreams Dominicus (Dominican Republic)minorGTM or Marketing Partner · 1 May 2018FAM Trip destination May 4-8, 2018. Resort sponsorship of familiarization trip for retail travel buyers.
• Mayan Princess (Roatan, Honduras)minorGTM or Marketing Partner · 1 May 2016FAM Trip destination May 4-7, 2016. Dive resort sponsorship of familiarization trip.
• Grenada Tourism Board (Sandals La Source)minorGTM or Marketing Partner · 24 September 2014FAM Trip destination September 24-28, 2014. Tourism board sponsorship of familiarization trip for retail travel buyers.
• DEMA (Dive Industry and Marketing Association)coreStrategic or Co-development Partner · 1 January 2013Dive Industry Foundation is a 2025 member of DEMA. Active member since 2013 with multiple show exhibits. DEMA Show is the premier trade show for the diving industry.
• Constant ContactcoreTechnology or Integration · 1 July 2009Dive Industry Association is a Constant Contact Strategic Partner since July 2009. Uses Constant Contact for email marketing campaigns including Weekly Dive News (weekly), The Dive Industry Professional (monthly newsletter), and Monthly Birthday Notices. Offers DIA members free 30-day trial and discounts: 20% off monthly, 30% off 6-month pre-pay, 40% off 12-month pre-paid accounts through Dive Industry's House Account.
• Sales ForcecoreTechnology or IntegrationDive Industry Foundation maintains a Sales Force account courtesy of the Sales Force Foundation. One of the best and largest CRM platforms in the world, used to track DIA Members and manage member relationships.
• IATA/IATANminorStrategic or Co-development PartnerDive Industry Travel Association specialists are Accredited Travel Agent Members of IATA and IATAN, providing credentials for organizing FAM trips and working with travel industry partners.
• Body GloveminorGTM or Marketing PartnerSponsor of Industry Breakfast Seminar at Our World-Underwater show.

Scale indicators14 records

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/divefoundation
• Facebookfacebook.com/diveindustry
• LinkedInlinkedin.com/company/dive-industry-association-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Industry Association