**Leaders Ask ‘How Can the Diving Industry and DEMA Thrive in the Years Ahead?’**
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Industry Stakeholders:
- Don Rockwell, Aqua Lung
- Sid Stovall, Ascuba Venture, Inc.
- Mike Hollis, American Underwater Products
- Tim Webb, Caradonna Dive Adventures
- Dan Orr, Dan Orr Consulting
- Mark Young, Dive Training Magazine
- Dean Garraffa, Huish Outdoors
- Denise Cable, Independent Consultant
- Richard Mitsoda, Maduro Dive Fanta-Seas
- Mike Lever, Nautilus Explorer
- Drew Richardson, PADI Worldwide
- Julie Andersen, Consultant, Scubapro
- Doug McNeese, Scuba Schools International
- Karin Sahm, Sunset House
DEMA Board Members:
- Scott Daley, Body Glove International
- Bonnie Borkin, Bonnier Corporation – Sport Diver and Scuba Diving
- William Cline, Cline Group Advertising, Inc.
- Werner Kurn, Ocean Enterprises, Inc.
- Jeff Nadler, PADI Americas
- Jenny Collister, Reef & Rainforest Dive & Adventure Travel
- Tom Leaird, Scuba Educators/PDIC International
- Stuart Cove, Stuart Cove's Dive Bahamas
- Darcy Kieran, Total Diving-Montreal Scuba
- Stephen Ashmore, TUSA
The group was challenged to address a variety of Industry and Association issues and brainstorm the plausible future direction of the Association, as well as how DEMA can have a positive impact on the Diving Industry. Using the concept of flipping Industry “orthodoxies,” which may be hindering the Association and Industry and preventing effective collaboration, the group identified key problems and brainstormed ways to address these challenges. “Orthodoxies” are beliefs or ways of thinking that are generally accepted as truth, regardless of how accurate they may actually be.
Participants discussed many different beliefs and “truths,” and four main orthodoxies emerged as highly influential on the progress of the Association:
- DEMA is just the Show and creates no other value for the Industry
- DEMA is an “old boys club”
- DEMA is highly influenced by larger Members/stakeholders to the detriment of other Industry participants and
- The DEMA Board takes no risks on behalf of the Industry and cares only about itself
These orthodoxies were discussed in detail along with the group’s recommendations for how DEMA and the Industry can move forward together to build trust and collaborate for Industry growth and success. “More important than identifying these orthodoxies is the understanding that DEMA needs to make structural and other changes that help build value for DEMA Members and Industry participants,” said Tom Ingram, DEMA Executive Director. “By identifying these orthodoxies, it becomes possible to overcome them when they are not true and positively impact problems that do exist.”
DEMA employed a graphic recorder to capture the key ideas from the learning sessions in a visual format. Lucinda Levine of INKquiry provided the group with real-time illustrations of the Strategy Session conversations. These graphics were aimed to help with participants’ comprehension and retention and make the information that was shared easily accessible to the Industry.
In reality, the real work of the DEMA Board and the Industry begins now. With the goal of helping to improve the Industry through collaboration and trust-building, DEMA looks forward to the opportunity to be of benefit to all stakeholders and creating pathways to help Members and the Industry be successful and grow. Incorporating strategic recommendations from De Cagna, as well as from members of the Industry, will be an ongoing job for the DEMA Board and staff. The DEMA Board of Directors will meet in June to further discuss the topics raised during the Strategy Session as well as the recommendations provided by the strategy consultant, De Cagna.
If you have any questions about the strategy session please contact us at info@dema.org.
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