Introducing the DEMA Neighborhood Brief: Know Your Market. Grow Your Business.

 

The Diving Equipment & Marketing Association (DEMA) is proud to announce the launch of a powerful new member benefit: the Neighborhood Brief, an individualized, business-specific market insight report designed to help brick-and-mortar dive retailers and travel stores in the United States understand their local customer base and grow their business more strategically.

Available at no cost to A4 and A5 DEMA Members in the U.S. who join or renew by July 31, 2025, the Neighborhood Brief delivers data about consumers who live nearby the dive operation, including demographics and behaviors, giving dive professionals the information they need to better target their marketing and outreach efforts.

“Knowing your market is key to reaching the right customers and maximizing business impact,” said Tom Ingram, President & CEO of DEMA. “The Neighborhood Brief empowers dive operators to make data-driven decisions based on who’s most likely to be interested in diving in their specific geographic area.”

Each individualized report includes detailed insights based on the business's primary physical  location (street address and ZIP code), helping retailers:

• Identify where the most likely dive consumers live
• Focus marketing campaigns and community outreach efforts
• Align messaging with local demographics and behaviors
• Make strategic decisions about growth and development
• No additional steps are required for eligible U.S. Members to receive this benefit.

Neighborhood Briefs will be delivered automatically via email in the order in which 2025 DEMA Membership is established.

To help dive professionals understand how to use the report, DEMA has released a short, on-demand webinar featuring Ingram. Viewers will learn how to interpret the Brief and apply its insights in real-world marketing and business strategies. Non-Members can view the webinar here, and current DEMA Members can log in to their account and access the video directly.

DEMA encourages non-members in the U.S. to take advantage of this limited-time opportunity by learning more about the benefits of becoming a DEMA Member and joining by July 31, 2025. The Neighborhood Brief is just one of many exclusive benefits that membership provides to support the growth and success of dive industry professionals.

Nominate a Dive Business Making a Difference for the 2025 Diving Community Champion

DEMA is now accepting nominations for the 2025 Diving Community Champions Award. These annual awards recognize the good works of DEMA-Member companies and showcase their work that uses recreational diving to help their community. All DEMA-Member companies are eligible to submit a nomination to recognize other DEMA Members.

Honorees will be recognized at the Annual Membership Meeting taking place on November 12, 2025 during DEMA Show 2025 in Orlando, FL.

Nominations for the Diving Community Champion Awards are being accepted until July 7, 2025.

Learn more, check out our past recipients, and submit a nomination!

LEARN MORE

2025 Quarter 1 Diving Equipment Manufacturing Purchase Index (MPI) Data Now Available

 EMA has released 2025 quarter 1 data for the Diving Equipment Manufacturing Purchase Index (MPI). The data includes New Orders and Inventories in key diving equipment categories.

Data from the newly released MPI data covers quarter 1 (Q1) of 2025 and compares it to Q1 2025 and Q4 2024. The data is available in two different reports, Category and Equipment Type, both of which are available in the DEMA Store.

DEMA’s MPI is unique in that it captures aggregate trend data for New Orders and for Inventory in stock on a quarterly basis.  Participating manufacturers report to an independent third-party administrator (TPA) to ensure their data remains confidential and secure. Reporting consists of companies comparing their data points in the current reporting period to those in the previous quarter, as well as to the same quarter during the previous year. 

• New Orders: Reflects the levels of new orders received from customers.
• Inventories: Reflects the changes in inventory levels in stock at the time of the report.

Data is aggregated for all participating companies by the TPA and made available for review. No individual company data is reported. The reported data combines domestic (US) with international information.

For both New Orders and Inventory, the trend data in the available MPI report is read as a percentage from 0 to 100:

• An MPI reading equaling 50 percent indicates no change.
• An MPI reading of less than 50 percent indicates a contraction.
• An MPI greater than 50 percent indicates an expansion of new orders or inventories, as compared with the previous quarter or previous year.

The further from 50 percent (in either direction) the greater the level of change (trend) has occurred during the reporting period.

Aggregated data is available on both Equipment Type and Category. The Category definitions can be found within the report and include Soft Goods, Exposure Protection, Hard Goods and Accessories and Bags.  Each Category is further defined within the reports as Equipment Types, and include regulators, BCs, fins, masks, snorkels, wetsuits, drysuits, and more.

Reporting companies receive the aggregated data from the TPA that includes all the detailed Equipment Types in the Categories in which they report. These companies also earn seniority space selection points connected to DEMA Show, enabling them to select exhibit space at the Show before other, non-participating companies.  All DEMA Member Manufacturers selling equipment included in the study are eligible to participate.

DEMA Members can download the broad Category reports at no cost, and non-members can pay a non-member rate for this data.  DEMA Members also have access to more detailed Equipment Type data at member rates, while others can purchase this data at non-member rates. Both the Category and Equipment Type, both of which are available in the DEMA Store.

DEMA is excited to again make valid manufacturing data available for the Industry! For more information, see the MPI reports for Q1 2025.

Interested in participating? Apply to be part of the MPI here.

DEMA Board of Directors to Meet May 22nd

 DEMA’s Board of Directors will hold a virtual Board meeting on May 22, 2025, to discuss how the association can support and serve the industry and its members in the coming year.

The Board meeting will begin by voting to approve the “consent agenda,” a Robert’s Rules of Order device used to obtain “general consent” intended to expedite approval of routine items. The Board is provided all reports and other documents in advance of the Board meeting, including consent agenda items. This allows Board Members to study the documents in detail prior to the meeting so that the Board can spend its limited meeting time discussing forward-thinking items, policy, and strategic issues that demand its attention.

For May’s meeting, consent agenda items include:

• February 2025 Board Meeting Minutes
• 2025 Q1 Financial Update & Manufacturers Fund Recap
• DEMA Membership Update
• DEMA Show 2025 Sales Update
• Minutes: DEMA Show Committee (3/19/25)
• Minutes: DEMA Show Committee (4/2/25)
• Minutes: DEMA Research Committee
• Minutes: International Membership Committee (Draft)
• Minnesota Dive Law
• Nominations Committee Status
• Florida Dive-In Day

The Board will dedicate meeting time to discuss a range of Association-related topics, including a financial review, using Claritas 360 for individual member marketing analyses, and an update on recent and ongoing lobbying efforts. Additionally, there will be a strategic discussion on Board priorities for 2026. The video conference will conclude with any new business or consent agenda items that require further discussion

More information on DEMA’s Board of Directors and Bylaws is available on the DEMA website. Complete minutes from past Board of Directors Meetings are available to current DEMA Members from the Member Dashboard of www.dema.org.

Registration for DEMA Show 2025 is Now Open!

The entire global diving community is coming together at DEMA Show this November 11-14 in Orlando, FL.

Join thousands of industry professionals from around the world who will be gathering at this annual event to discover new products, get the latest technical training, collaborate with industry professionals, and build new partnerships.

And this year, we're offering even more ways to save on your DEMA Show registration!

• First-Time Non-Member Attendees SAVE $40 when you sign up for the Full Education Package or Exhibits-Only Package
• SAVE UP TO $145 when you register as a DEMA Member through October 13, 2025

Plus, when you register you'll be automatically entered into our Registration Sweepstakes (which starts May 29) for a chance to win fabulous prizes!

REGISTER NOW
 

Book Your Stay in the Official Hotel Block for DEMA Show 2025!

The DEMA Show Hotel Block is officially open! Start planning for the Show by booking your room reservation in the DEMA Show Hotel Block, featuring exclusive exhibitor and attendee rates and benefits.

DEMA has negotiated special rates for attendees coming to Orlando this November, giving you access to savings and ensuring a comfortable stay near the Orange County Convention Center. Rooms are expected to go fast, so secure yours today!

LEARN MORE & BOOK NOW

NEW Free Infographics Reveal Key Insights on Diver Demographics & Buying Behavior

 ** Unlock Valuable Data on Open Water Divers, Continuing Education Divers, Equipment Buyers, and Dive Travel Enthusiasts **

In January, DEMA released its latest detailed demographic and life stage analyses, offering an in-depth look at divers across four key activity segments: Open Water Divers, Continuing Education Divers, Dive Equipment Buyers, and Dive Travel Buyers. Now, we’re making it even easier for the industry to access these valuable insights—DEMA has just released a series of FREE infographics summarizing the key findings of this extensive research.

These reports and infographics provide critical data on the demographics and psychographics of divers, including their geographic distribution, income levels, home ownership and value, education, family life stages, and other behavioral patterns that influence their recreational activities. Understanding your customer has never been more essential, and these insights are designed to help dive businesses tailor their marketing, sales, and engagement strategies for maximum impact.

The infographics for Open Water Divers, Continuing Education Divers, Dive Equipment Buyers, and Dive Travel Buyers are available at no cost to the industry. 

For those seeking even deeper insights, the full reports can be purchased online—DEMA Members can access them for just $59 each, while non-members can purchase them for $249 each. As an added benefit, 2025 DEMA Members who join by March 31, 2025, are eligible to receive one complimentary report.

To claim your complimentary report, contact Membership Manager Alicia Vasquez at alicia@dema.org or call (858) 616-6408. Ready to elevate your business with exclusive industry insights? Become a 2025 DEMA Member online here.

URGENT ALERT: New Year – New Congress and Time to Ask New Leaders to Support The DIVE BOAT Act

 DEMA first alerted its members to a congressional policy change that would dramatically impact the U.S. dive community back in 2022. Among other changes, Section 11503 of the 2023 National Defense Authorization Act - the Small Passenger Vessel Act (SPVA) created retroactive liability exposure (2 years) for a subset of small businesses primarily in the dive community. This broke the commercial insurance market and dramatically raised annual insurance premiums for dive businesses. Notably, fishing vessels and cruise lines (among others) were exempted from these painful insurance hikes.

Why Does It Matter?

These changes, enacted by the 117th Congress, broke the commercial insurance market and increased business costs for dive stores and operators around the country, including those in non-coastal states. DEMA regularly hears from stores and operators about painful choices they face because of these increased costs. Sadly, DEMA knows owners and operators that had to forgo upgrades to their boats and/or equipment, lay off staff, limit staff hours, raise their prices for consumers, or even close their business. None of these decisions are easy or taken lightly, especially at a time when, “conventional water recreation” businesses, which includes scuba diving, saw 39% increases in operating costs since 2022 according to the U.S. Bureau of Economic Analysis.

DEMA is Working for You

DEMA believes in accountability when wrongful actions take place, but not at the expense of thousands of small businesses and employees who operate safely, lawfully, and responsibly every day. DEMA has worked tirelessly to educate members of Congress about the unintended impact of changes made by the 117th Congress, and we were close to striking a deal in the 118th Congress. As you know, once a Congress adjourns permanently, the legislative process has to start anew. DEMA is now educating newly elected officials serving in the 119th Congress and continues our push for a fix that holds bad actors accountable but does not unfairly punish the entire scuba diving community. 

The DIVE BOAT Act

In consultation with insurance actuaries, DEMA developed proposed language to help fix the broken insurance markets for those operating safely and lawfully. The proposed changes honor the spirit in which the SPVA was enacted by holding overnight vessels to a higher standard. If enacted, the DIVE BOAT Act would.

• Adjust the timeline for filing a claim against overnight vessels to better align with how business insurance premiums are assessed.
• Revert day boats back to the same standard as all other passenger vessel operators carved out of the SPVA (e.g., sport fishing, cruise lines, tow boats etc.)

WE NEED YOUR HELP!

The new Congress intends to update the “US Coast Guard Reauthorization” in 2025 because the last Congress did not finish its work. There is still an opportunity to add the DIVE BOAT Act to this legislation, but we will be much more successful if Congress hears from YOU! Now that there are NEW leaders in Washington, D.C. – we need YOUR HELP once again!

You can show your support for the DIVE BOAT Act and encourage your representatives to do the same.

Click here to use our advocacy software to connect with your federal elected officials and quickly send an email (with an option to use a new prewritten message for the new Congress).

If we continue to work as a community, we CAN minimize further losses and secure much needed insurance premium relief for the small businesses on which divers rely.