5 Tips to Sell Large Group Trips for Retailers
by Gil Zeimer, ScubaStoryteller.com and Zeimer.com, San Rafael, CA. His first book, “Scuba Storyteller: Mostly Humorous Diving Tales by an Addicted AquaNut” is now available on BestPub.com.
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NOW THAT THE sesquicentennial is in our collective rearview mirror, it’s time to turn our eyes toward the industry’s next milestone event: The Bro-Centennial Dive Trip with ScubaBros.
What is the “Bro-Centennial”? It’s a dual celebration organized by ScubaBros– the Raddest Scuba Shop in Oklahoma. I believe that dive shops worldwide can learn a thing or two from this groundbreaking event because of its size, its logistics, and its importance to the local community.
ScubaBros’ 100th International Dive Trip
First, the “Bro-Centennial” is the 100th trip abroad planned by Michael and Zach Cody, brothers and co-owners of ScubaBros, a full-service dive center specializing in training, travel, and service. As the largest dive shop in the Oklahoma City area, it opened in 2011.
Hosting More Than 100 Divers
Second, this event’s original ambitious goal was 100 divers. After they posted the trip details on their website and promoted the event to more than 5,000 social media followers in early 2025, the response far exceeded their wildest dreams. The Early Diver Special reduced the required deposit from the usual $650 to only $100.
“We’ve been wanting to do a bigger trip for years to exceed our previous best of 63 divers on a trip to Bonaire in 2022, where we attempted the Guinness World Record for the largest underwater human pyramid, but fell short by four people,” said Michael.
“So far, 135 customers who are bringing their kids and grandkids have signed up, and all but nine are divers. We have space for 140, so the trip is virtually sold out, but we’ve started a waiting list.”
Michael continues, “The great news is that we’re still a year away from the event, scheduled for June 6 through 10, 2027, at the Iberostar Resort in Cozumel. The trip is for three days of two-tank diving, round-trip airfare out of OKC, transfers, meals, drinks (including, of course, alcoholic beverages), and lodging for four nights/five days, starting from $2,499 for a double-occupancy diver package and $2,199 for non-divers.
“Over the past 15 years, we’ve also found ourselves in the group travel planning business,” adds Zach. “My wife Stevie helps with the logistics, along with Teresa at Scuba Travel Ventures in California. We’re actually looking at chartering a private 737 jet out of Will Rogers International Airport in OKC to accommodate our Bro-Centennial customers who live near us, as well as those traveling from California, Kentucky, Texas, Florida, Colorado, Washington, and even Canada. But for that many people, the price is about the same as flying on a major airline.”
Because of the magnitude of this trip, ScubaBros will close down its business for the full week and bring six staff members to assist with the dives, including some shop favorites, Hope and Allen (also known as A-Town). Everyone will stay at one hotel, and nine dive boats will be available to accommodate the group.
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A History of Great Group Trips
Back in 2012, ScubaBros held its first group trip with eight divers to Cozumel. In 2013, an excursion to Fiji attracted 26 divers. Since then, they’ve averaged six to eight international trips annually.
“We’ve traveled to some amazing dive sites with energetic groups of loyal customers over the years,” says Michael. “We once had the crazy idea of a ‘Mystery Trip’ in 2024. We advertised that you only needed a passport, a wetsuit, and the desire to get wet in warm water. After a single social media post, the trip sold out in two days with 36 divers. We ended up in La Paz, Mexico.”
Now, they create a private Facebook page for each trip where customers can like content created by other group members, post images and videos, add comments, and share information.
For the balance of 2026, ScubaBros has a Bahamas Liveaboard scheduled in mid-August; a Beaver Lake Summer Dive Trip in late August to Eureka Springs, Arkansas; a Roatán ‘BRO-Atan’ Fall Break Trip in October; and a Socorro Liveaboard in mid-December.
Next year, besides the “Bro-Centennial” in June, they have another Bahamas liveaboard scheduled for April, a ‘Brosta Rica’ Costa Rica Trip in August/September, and a Bonaire Pre-Christmas Trip in early December. Their January 2028 Fiji “Back to Beqa” trip has only two spots remaining.
“The frequency of our trips builds community among our growing customer base and adds excitement to each successive trip,” adds Zach. “We’re thrilled to have enthusiastic divers join us from all across North America for these diving adventures, and thank our loyal customers for their years of support.”
Five Ways Dive Shops Can Follow ScubaBros’ Lead
Scheduling a series of international dive trips annually, as ScubaBros has done, can really help:
- Turn Local Divers into World Travelers: Once divers get a taste of warmer, clearer water with fantastic marine life and three meals a day filled with dive talk, they often sign up for one or two trips every year.
- Sell More Gear: After customers sign up for any trip, that’s the perfect time to introduce them to your latest gear, especially if they haven’t dived in years or have outdated equipment. For example, let them try on a travel BCD, shorter fins, a lightweight wetsuit, or a low-profile mask or computer to enhance their dive vacation.
- Expand Your Community: Traveling together can create stronger camaraderie among your customers, and even attract new divers who are enticed by social media images, videos, and comments from customers about the latest trip.
- ◾ Build Customer Retention: Frequent travel programs like those offered by this Oklahoma City dive shop can encourage customers to use their skills and gear more frequently, improve diver safety, and pursue advanced certifications.
- Promote Your Trips in Advance: ScubaBros’ website lists trips at least a year in advance to build momentum and accept deposits. This makes each successive trip more enticing to their customers.
The Bottom Line
ScubaBros’ “Bro-Centennial” is already making waves across the industry for its success in signing up 135 participants for its 100th trip, even though it’s scheduled for next June. The coming year can only solidify this Oklahoma City shop as one of the leaders in international dive travel.
To discuss more ways to promote your scuba-related business, please contact me today: gil@zeimer.com.
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