Diving can change a person and, therefore, the world.
As this issue is published, we will be a mere 60 days or so from the opening of the 2026 DEMA Show in New Orleans on November 3rd.
Why is that such an important event? Because it sets the tone for 2027 in terms of the global diving industry. It allows us all to connect with other professionals and recharges our ‘dive batteries’ with fresh ideas and new products. That is the power of the DEMA Show. No other event on the planet can deliver so many companies and retailers under one roof for four magical days.
I say ‘magical’ because that is what happens when thousands of passionate divers mingle and network, all with a common belief: Diving can change a person and, therefore, the world.
That’s a big statement, but it has never been more true than it is this year. Political and social injustice and upheaval are everywhere. However, one thing can unite different countries, political parties or cultures: scuba diving. Underwater, we are all the same, and we share that passion over those four days this fall in New Orleans.
One of the most profound experiences I have had was taking part in a sales presentation for a government tourism organization in Kuwait City, Kuwait. I hosted a room full of local divers and pros from the surrounding Gulf countries. Although not everyone spoke English, we were all scuba divers – and instant friends. That’s the power of people with a common passion. And there is no better illustration of this than the DEMA Show.
If you’re a retailer, plan to bring your staff – all of them. Close for a few days and come to New Orleans. No better corporate retreat can be found for you and your staff than the DEMA Show with dozens of seminars offering every kind of training possible in our industry. Just the energy of the show floor is something your staff will never forget. And it will help them realize they are part of an industry much bigger than their store and customer base.
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If you’re a company reading this, I only have one thing to say: Exhibit at DEMA. This is where the world comes together, and 100% of the attendees are qualified and looking to purchase goods, services and travel. Launching a new product or company? This is the place to spend your show dollars. Aside from our magazine and its retailer reach, there is no better place to spend your marketing dollars than exhibiting at the DEMA Show. This comes from a four-decade-long marketer who has produced almost 100,000 square feet of DEMA Show space for various clients over the years. The show works – and works really well – if you tell attendees you’re going to be there.
The most effective way is next month’s September issue – our DEMA Show special issue. In addition to our normal distribution, this issue is passed out in the registration lobby of the DEMA Show. It also includes an exhibitor list with booth numbers and DEMA’s official sponsored seminars, among many other tools to help readers get the most out of the show.
Bring your staff and come by our booth 126. We will have our portable podcast studio set up and would love to feature you on one of our shows!
See y’all in New Orleans!
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