DEMA & Scuba Training Organizations Write to Legislators Asking for Their Support of the DIVE BOAT Act

On April 15, DEMA joined with leading scuba training organizations NAUI, PADI, SDI, and SEI, and sent a letter urging Congress to support the DIVE BOAT Act.

The letter urgently appeals to congressional leaders to address the adverse impacts of the Small Passenger Vessel Act (SPVA) on the U.S. dive industry, which has led to significant and unjustified insurance cost increases for dive businesses. It requests support for modifying Section 11503 of the 2023 National Defense Authorization Act with proposed changes outlined in the DIVE BOAT Act. Those proposed changes aim to ensure fair liability standards and prevent the unfair punishment of an entire industry and its consumers.

DEMA offered all current DEMA member training organizations the opportunity to cosign the letter and wishes to thank NAUI, PADI, SDI, and SEI, for cosigning and supporting this effort.

Learn more about the latest developments with the DIVE BOAT Act here and view DEMA’s letter here.

DEMA's 2024 Retailer Advertising Survey Reveals Insights and Benchmarks

Throughout the year, DEMA conducts valuable industry research on recreational diver behaviors, consumer buying habits, manufacturing practices, business operations, and more. In February 2024, DEMA launched the Retailer Advertising Research Survey. More than 280 retail dive centers responded to this worldwide survey, with 81% coming from the U.S., and the remainder from countries across the globe.

The 2024 Retailer Advertising Survey asked retail stores insightful advertising and marketing questions covering a gamut of retail dive store advertising, with the goal of obtaining invaluable benchmarking information.

“The objective of conducting this research is to be able to provide retail dive centers with data that will help them guide and evaluate their own advertising activities,” commented Tom Ingram, President & CEO of DEMA. “This is a benchmarking study on a topic not explored by DEMA for many years. DEMA last surveyed the industry on this subject in 2015 and much has changed in the advertising and marketing landscape since then. With new technological advancements, social media platforms, and opportunities to engage with customers, it is critical to understanding how professional retailers are reaching out to new consumers and current customers. The resulting data will make it possible to increase advertising effectiveness for every retailer and help other stakeholders understand how to serve the retailer more efficiently.”

The results of the survey include information about almost every aspect of dive retail advertising and marketing, from budget planning to time spent on organic marketing. This extensive report is available in the online DEMA store. Current DEMA Members can download the report for free, and it is available to non-Members for a fee. This survey is a follow-up to DEMA’s 2023 Blueprint for Growth Retail Operations Survey.

DEMA Show 2024 Registration is Open!

 ** DEMA Members, Register by October 21st to Save with Early Bird Rates **

The entire global diving community is coming together this November for A World of Opportunity, Depths of Possibility at DEMA Show, the Dive Industry’s only trade-exclusive event. Taking place November 19-22 in the South Halls of the Las Vegas Convention Center in Las Vegas, NV, qualified dive industry professionals will discover newly released products, grow with countless professional development opportunities, establish and nurture professional relationships, collaborate with industry colleagues and business experts, and celebrate our industry. Registration for DEMA Show 2024 is now open—REGISTER NOW TO SAVE!

 

To register, visit the official DEMA Show website. While there, visitors can review exhibitor listings and booth locations using the interactive floorplan, book a room in the Official DEMA Show Hotel Block, and find information about Show features like Show Specials*, Exhibitor-Sponsored Seminars* and DEMA-Sponsored Education.*

*Coming soon

 

Attendees can choose from three different packages when registering: 

1. Education Package
2. Exhibits-Only Package
3. Friday-Only Immersion Pass

Each package varies in price and opportunities. You can view complete details on each by visiting DEMAShow.com. Current DEMA Members can save up to US$140 on their DEMA Show Education Package over the non-member rate when registering on or before the early registration deadline of October 21, 2024.

To sweeten the deal, our Attendee Sweepstakes give you opportunities to win BIG just for registering for the Show! Register now to be automatically entered into weekly prize drawings. Note: Friday-only registrants are not eligible (see sweepstakes rules).

ACT NOW AND REGISTER TODAY! Visit DEMAShow.com as the Show approaches for the latest details on DEMA Show education opportunities, Show-related activities, and other information.

To have DEMA Show news delivered directly to your email, subscribe to the email list for important Show news, announcements, opportunities, and updates.

Quarter 4 2023 Diving Equipment Manufacturing Purchase Index (MPI) Data Now Available

DEMA has released quarter 4, 2023 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 4 (Q4) of 2023 and compares it to Q4 2022 and Q3 2023. 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, dive computers, 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 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 Q4 2023.

Interested in participating? If your company manufactures or distributes equipment types being reported, apply to be part of the MPI here.