Scuba Diving Industry™ Magazine 2026 Media Kit

Who is our audience? Watch our short video:

5 Reasons Why Reaching Dive Retailers and the Industry is Critical for Brand Growth

Since 2020, our industry has lacked a centralized way to communicate effectively with ourselves—the industry. As a result, many companies have reduced or stopped spending on B2B advertising due to limited options. Even today, we are the ONLY printed monthly B2B dive-trade magazine in the world!

Here are five reasons why reaching dive retailers is more critical than ever:

1. Retailers Create Lifelong Divers
   DEMA’s consumer research, validated by three separate studies, clearly shows that divers who start with a local dive store remain active in diving longer, spend more on equipment and travel, and build stronger networks of diver friends. Reaching these consumers at the formative stages of their journey—when they’re deciding what gear to buy and where to travel—is essential for any company reliant on divers for revenue.
   1. US retailer research indicates the 986 retailers that receive our magazine sell the following:
   2. $281.7 million annually in Dive Equipment Sales
   3. $133.7 million annually in Dive Travel-Related Sales
   4. $68.1 million annually in Dive Training-Related Sales

2. Retailers Are the Ultimate Influencers – we reach over 13,000 dive retailer staff in the USA alone
   In today’s world of “influencers,” dive retailers and their staff are the original and most impactful voices in our industry. Consumers trust their local dive shop for advice, whether or not they immediately buy that new regulator or book a liveaboard trip. Everything the retailer’s staff says gets stored away for future decision-making. It’s estimated that there are 13,700 full & part-time pros working for US retailers. We can help you reach them.
   
3. The Messenger Matters
   There’s a reason for the old saying, “Don’t kill the messenger.” The way you communicate with retailers is just as important as the message itself. Scuba Diving Industry magazine has become “required reading” for many retailers, offering relevant, fresh business advice they can’t find anywhere else. We’re the right messenger to help you connect with the people who shape the diving community. 
   
4. Written By the Industry, For the Industry
   Every month, we speak to retailers in their language. As of this email, 20 retailers contribute content specifically designed for their peers. This unique approach—industry professionals writing for the industry—is a cornerstone of our success. While our magazine focuses on retailers, it also covers topics relevant to resorts, liveaboards, manufacturers, and independent instructors, addressing every aspect of the dive industry.
   
5. Unparalleled Reach Through Dive Retailers – we reach an indirect audience of 2.4 million diving consumers in the USA alone
   Just among US dive retailers, our reach extends to a potential indirect audience of 2,415,000 consumer divers. Our magazine is printed and mailed to 986 brick-and-mortar dive shops across the USA. On average, each retailer has a consumer list of 2,500 divers, creating an unparalleled opportunity for your brand to connect with the largest consumer audience for diving in the world—via their trusted local dive retailer.

Let’s continue the conversation! Please feel free to reply to this email or reach out to me directly at britain@scubadivingindustry.com.