Not all outdoor activities were created equal. While the outdoor industry performed very well during the pandemic, the dive industry was the black sheep with drastically shrinking sales.
During the last 3 months of 2020, Johnson Outdoors’ net income was more than 3 times better than its 2019 results (19.8M vs. 6.4M). Not everybody suffered during the pandemic. Some got richer.
But it’s a totally different story in the scuba diving division of Johnson Outdoors.
Scubapro is one of the few scuba diving gear manufacturers for which we can obtain official sales results. As such, it can give us an…
I hope 2021 has been good to you so far and especially, that you are staying healthy!
We’ve prepared for you a few analyses on the dive industry after one year of coronavirus pandemic.
In late 2020, PADI announced it was jumping on the mermaid bandwagon — or is it a tail?
PADI is now offering a complete mermaid training program. Other scuba diving and freediving training agencies like SSI and NAUI have been offering such a program for some time now.
PADI’s main goal in creating a mermaid training program appears to be to capitalize on the interest in mermaiding in China. It is trendy among the Chinese! In fact, the PADI training program has been released so far, only in English and Chinese.
Closer to home, considering an increased interest in near-my-home…
Last updated on Feb. 8, 2021.
The Open Water Certification Census for the USA is produced by DEMA, the Diving Equipment & Marketing Association in San Diego, California. A summary is available to all, while DEMA members also have access to the detailed report, state by state.
We’ve already analyzed the first 3 quarters of 2020. After a disastrous second quarter for entry-level scuba diving certifications, the dive industry did better in the third quarter of 2020.
Data for the 4th quarter of 2020 (October, November, December) is now available. Results are very similar to those of the 3rd quarter.
Last updated on Feb. 8, 2021.
2020 was disastrous for the dive industry, and now that COVID-19 vaccines are available, we’re all eager and probably excited at the idea of life going back to normal — personal and business lives! But how normal will 2021 be? Where does the scuba diving industry currently stand at the beginning of 2021? What should we expect and plan for in 2021 and 2022?
We will look at dive travel, scuba diving certification courses, and dive gear sales.
Because the scuba diving industry's success is highly dependent on international travel to sunny destinations with…
Updated on Feb. 18, 2021. Subsequent analysis: Johnson Outdoors’ 4th Quarter of 2020.
Scubapro is one of the few scuba diving gear manufacturers for which we can obtain official sales results. As such, it can give us an idea of the state of the dive industry. Scubapro is own by Johnson Outdoors, a publicly-traded company (NASDAQ:JOUT). We obtain Scubapro’s financial reports through their filings with the U.S. Securities and Exchange Commission (SEC).
When we analyzed Johnson Outdoors' financial results for the first half of 2020, we found a devastating drop in revenues in their scuba diving division (Scubapro) while divisions…
I hope this message finds you well and, especially, healthy!
We have new posts you may be interested in about dive industry market data, the 2020 online DEMA Show, and the tragic fire accident aboard The Conception liveaboard.
Over the last few weeks, we’ve accessed and summarized dive industry market data, research, and statistics:
DEMA recently published the results of its 2020 ‘Dive Behavioral Research Project’ from a survey conducted in 2019. A previous dive behavioral research was conducted in 2014.
I reviewed the results of both the 2019 and the 2014 studies to identify key pieces of information to help you manage your dive business. I was especially interested in changes between these 2 reports to identify trends in the scuba diving industry.
The goal of the project is to analyze and understand the demographics and psychographics of scuba divers as it pertains to dive travel, scuba diving equipment purchases, and scuba courses.
Updated on February 6, 2021.
Because of the Scubanomics project and scuba diving industry discussions, here, on Medium, I regularly get contacted by people interested in finding more information and statistics about the dive industry: private equity analysts, current dive industry executives, dive instructors considering a new local dive shop, students working on a thesis, private investors, dive shop owners trying to make sense of their financial results in a challenging scuba diving industry, dive gear manufacturers trying to grow their sales, and the list goes on.
They almost invariably ask me about a scuba diving industry market study they…
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