PADI Attractions at 2017 DEMA Show


Excitement builds as the 2017 DEMA Show in Orlando, Florida, USA approaches. For the PADI®  family, the fun begins with the ever-popular PADI Social and continues throughout the show with a slate of top-flight training seminars and programs.

“PADI’s presence at the DEMA Show is dedicated to giving PADI Members the tools they need to propel their continued success. It’s a one-stop-shop for exploring their interest areas, discovering exciting new programs and then getting the training they need to implement them,” says Drew Richardson, President and CEO of PADI Worldwide. “This year, we’re introducing the PADI Adaptive Techniques specialty programs, rolling out multiple digital product updates and covering upcoming changes to the PADI Instructor Development Course. We also have a few wonderful surprises in store for members at the PADI Social.”

PADI Social

Kick-off your personal DEMA Show experience with a party! You’ll have a rollicking good time at the PADI Social, held at the Rosen Centre Hotel Ballroom on Tuesday, 31 October 2017 from 6:00 – 8:00 pm. You can network with friends, connect with important industry contacts and hobnob with a veritable who’s who of the dive industry. You’ll also hear about some exciting new partnerships. “PADI is a global authority on diving and a powerful global force for good,” says Richardson. “In the past year, we’ve made huge strides toward forming partnerships that make our world-renowned environmental stewardship more tangible than ever. The PADI Social is the best place to get all the details and find out how you can be the first to bring these programs to your corner of the planet.”

PADI Business Academy/Rosen Centre Hotel Programs

For the first time, PADI Business Academy will be offered at the DEMA Show, with a special focus on mastering online advertising. “The ability to effectively promote your business online is essential in today’s world and when you’re paying for online advertising, it’s vital that you get it right,” says Richardson. “Learn about marketing and business support tools, and consultation that can help you gain a clear advantage over the competition. Get the inside story about advertising on Facebook, Instagram and Google in a hands-on, practice-based setting – one that is focused specifically on what works in the dive industry based on research and the real-world experience of fellow PADI Members.”

PADI Business Academy will be held at the Rosen Centre Hotel. Other PADI programs to be held at the Rosen include the Course Director Update (which includes the PADI Frequent Trainer Award Ceremony recognizing Platinum Course Directors), EFR® Instructor Trainer course and EVE seminars.

PADI Adaptive Teaching Specialty Orientation

This half-day program introduces the new PADI Adaptive Teaching Specialty program to PADI Instructors and Course Directors. Learn techniques for teaching and supervising divers of varying abilities and physical challenges. Completion of this orientation results in certification as a PADI Adaptive Techniques Specialty Instructor (or Instructor Trainer if you’re a PADI Course Director), once additional experience is documented. The PADI Adaptive Techniques Specialty Program qualifies you to teach two courses: PADI Adaptive Teaching Techniques Specialty course to dive leaders, and the PADI Adaptive Support Diver Specialty course to divers.

PADI FreediverTM Program

Want to get in the water? Hop over to the Orlando YMCA where you can dive into your Basic Freediver rating in just a few hours by attending PADI Basic Freediver Course. This half-day event covers the knowledge development and confined water portions of the PADI Freediver course, and successful completion results in certification as a PADI Basic Freediver.  At a later date, you can complete the two remaining open water sessions to become certified as a PADI Freediver. You don’t need special freediving equipment to participate – just bring your regular fins, mask and snorkel. PADI Freediver TouchTM is included with your paid registration.

Programs at the Orange County Convention Center

Here are a just few highlights of this year’s PADI Miniseminars at the conventional center:

  • Managing Your Online Presence – Learn how to embrace and even leverage reviews on Facebook, Google, TripAdvisor, Yelp and My PADI ClubTM to grow your business.
  • Tips to Increase Diver Conversions – Learn how to strategically link courses to increase continuing education certifications.
  • New Trends in Social Media – Learn how you can use virtual reality, 360 videos, Facebook Live, Facebook eCommerce and Instagram to increase exposure and drive traffic to your business.
  • Shark and Ray Tourism: Building a Better Future for Sharks and Rays – Shark- and ray- related tourism is on the rise. Join Project AWARE® for this interactive workshop and discover how you take advantage of shark and ray tourism opportunities while putting best practices at the heart of your business.

The learning opportunities don’t end here – additional miniseminars focus on everything from Chinese tourism to customer service and risk management. The IDC Staff Instructor Update also takes place at the convention center. Special technical diving seminars will also be held in the Tec Resource Center. Look for more information on the PADI Pros’ Site regarding the full roster of PADI courses, programs and miniseminars at 2017 DEMA Show, and then act quickly to sign up for your favorites while seats are still available.

Hurry and Reserve Your Room Today!
It’s not too late to reserve your room at the Rosen Centre Hotel, although rooms are filling up fast. The hotel is just steps away from the South Hall of the Orange County Convention Center and your room comes with complimentary parking, internet hookup and access to the hotel’s fitness center. You’ll also be at the center of action because some of PADI’s most important programs and the PADI Social will take place in the Rosen Centre Hotel. To secure the special room rate of $189 US per night (plus tax and resort fee), please contact the PADI Travel Network at 800 729 7234 ext. 2539 (US and Canada) or email




12 Activities to Keep Divers Active and Increase Business

Written by Megan Denny

Many people become divers because they’re curious about the underwater world. But often it’s the friendships and camaraderie that keep people diving, taking trips and furthering their dive education.


The social aspects of scuba are also key to growing and maintaining a successful dive business – divers sharing their passion for scuba with family and friends is what fuels our industry. Scuba marketing trends come and go, but there’s always been one constant: word of mouth. Divers invite friends, who make new friends and they all go diving.

Successful dive centers continually bring customers together through diving and nondiving activities. If you aren’t yet running events where divers and nondivers can mingle, choose an idea from the list below.

Family and Friends Discover Scuba® Diving Event

Host a friends and family Discover Scuba Diving (DSD®) event. International Friendship Day (Sunday, 30 July) would be a perfect time, but you can hold events like this anytime. Promote the event by emailing past student divers a free Discover Scuba Diving voucher, or creating a social media post for your event and inviting followers to tag or share with friends.

Consider offering an incentive for divers to refer friends to get certified. Some popular offers include a $25 US gift card, free rental gear, or a free t-shirt.

Here are some additional ideas to jump-start your dive center’s social calendar.

Diving Activities

  • Host a weekly or monthly fun dive followed by a picnic, BBQ or pizza party where kids and spouses are invited.
  • Challenge new divemasters to bring in two friends to do a DSD. The divemaster gains assisting experience and you may get two new divers.
  • If you have easy pool access, start a birthday party program for children or adults. Grown ups can have a private DSD experience for their friends, and kids can enjoy Bubblemaker®.
  • Start a women’s dive group with regular fun dives, DSDs, ReActivate® sessions, or a ladies’ weekend getaway.


Nondiving Activities

  • Each month (or quarter) celebrate all divers who earned a certification.
  • Invite VIP customers to a thank-you party and give them a pair of free DSD vouchers to share with friends.
  • Schedule a PADI Pro Night.
  • Host a travel night and ensure your most gregarious travelers attend.
  • Try a Dive Against Debris® event during the weekend, or at night during a full moon.
  • Celebrate the dive center’s birthday and staff milestones.
  • Start a year-end awards tradition (most accomplished, best sunburn, coolest critter photo, etc.).
  • Throw a shark-themed or Shark Week party.

Friends with Health Benefits

According to the Mayo Clinic, “Adults with strong social support have a reduced risk of many significant health problems, including depression, high blood pressure and an unhealthy body mass index (BMI). Studies have even found that older adults with a rich social life are likely to live longer than their peers with fewer connections.”


Help your customers strengthen their social bonds and find new dive buddies at shop-sponsored diving and nondiving events. When divers have friends to dive with, they dive more and that’s also good for the health of your business.


PADI-endorsed Professional Liability Insurance for PADI Americas


Unmatched in the Industry

When you compare coverage, service and price, you’ll find that PADI® -endorsed professional liability insurance provides the industry’s best coverage at the best price. In addition to unmatched service and support, the PADI-endorsed professional liability insurance program offers:

  • The industry’s only A++ XV rated US insurance company. A++XV is the highest rating possible.
  • The lowest price in the industry for the best coverage. PADI-endorsed insurance is the most competitively priced insurance coverage available to dive professionals for the 2017-2018 policy year, with no price change from 2016. It’s the most stable insurance program in the industry today and offers you the best value.
  • Unlimited defense costs outside policy limits with no “rider” necessary. With the PADI-endorsed policy there are no limits to the amount of money the insurance company will invest to defend you. Other polices in the industry either have a limit or the defense cost comes out of the total policy limits.
  • No General Standards Warranty. Some policies don’t provide coverage if the dive professional’s actions are not absolutely consistent with all agency training standards.
  • No reduced ratios for introductory scuba open water dives. The PADI-endorsed policy provides coverage for the conduct of introductory programs that meet Recreational Scuba Training Council (RSTC) standards. Specifically, it provides coverage for conducting open water dives at a 4:1 ratio. Other policies only provide coverage for open water dives at a 2:1 ratio (1:1 under age 15).
  • Prior acts coverage. Changing from one professional liability policy to another can result in a “loss of prior acts coverage” with some policies on the market, which could leave you bare for claims resulting from incidents or instruction that occurred in the past. The PADI-endorsed professional liability program provides prior acts coverage for claims dating back to your first date of uninterrupted professional liability coverage or 30 June 1992, whichever is later.
  • Effective dates through the entire year (30 June 2017 to 30 June 2018). Other policies may not be effective 30 June 2017, causing a gap in coverage.

For more than 30 years, PADI-endorsed insurance has remained the market leader with coverage that is clear and policies that are easy to understand. With the PADI-endorsed policy, you also get the most experienced defense, risk management and insurance teams in the industry.

Enroll in or renew your PADI-endorsed professional liability insurance today to lock in the best prices and coverage of the year.

For more information or to enroll, visit:


PADI and Project AWARE Celebrate 25 Years of Ocean Action

Project AWARE® turns 25 this year. It’s an incredible milestone made possible by the global dive community’s continued support for ocean protection and a partnership powered by a shared vision for a healthy ocean. As PADI® deepens its commitment to ocean health and marine animal protection through the Four Pillars of Change, Project AWARE’s 25th Anniversary is testament to what can be accomplished when people join forces and engage in meaningful conservation action.


It was in the late 1980s when Project A.W.A.R.E. (Aquatic World Awareness Responsibility and Education) was born to harness each diver’s potential to advocate for and protect underwater environments. What began as a “project” transformed rapidly into a separate nonprofit organization – the Project AWARE Foundation, which has grown into a full-fledged movement of divers, marine activists and aquatic enthusiasts uniting to take action for ocean protection. In the early days, Project AWARE focused on working to advance environmental awareness through diver education. As the movement grew, Project AWARE shifted its focus to empowering direct community action and campaigning for ocean issues divers care about most.

“Over the past quarter of a century, Project AWARE has stayed at the forefront of emerging ocean issues, amplified divers’ voices on the international stage and brought together a worldwide community tackling some of the most pressing ocean challenges,” says Dr. Drew Richardson, PADI President and CEO and Chairman of the Project AWARE Foundation Board. “From its grassroots inception, Project AWARE has grown into a movement with strong initiatives that have a positive impact on the future of our ocean planet.”

With 25 years of ocean conservation successes fueled by an incredible network of supporters, governments, businesses, NGOs and conservation partners, Project AWARE has much to celebrate with PADI Members. You’ve helped secure historic protections for vulnerable shark and ray species. You’ve contributed to developing the world’s first and only marine debris database with more than 800,000 pieces of debris removed and reported from underwater environments. Using Project AWARE’s unique tools and resources, you’ve taught and continue to teach ocean protection to scuba divers, children, families and friends in local communities around the world, inspiring stewards for the ocean.

The past 25 years have created a strong foundation for Project AWARE to build its next wave of ocean protection. Now more than ever, Project AWARE is positioned to lead the charge by empowering the global dive community to be agents of positive change for the ocean, and engage ocean enthusiasts in meaningful conservation actions that the ocean desperately needs. Join the movement and protect our ocean planet – one dive at a timeSM.

Be Best. Be PADI – The Way the World Learns to Dive®


How to Host a Scuba Ladies Night

Sell More Gear and Classes

Written by Megan Denny


Around the globe, hundreds of PADI® Dive Centers and Resorts are planning events to celebrate PADI Women’s Dive Day. If you’re not the tu-tu type or just haven’t had time to plan something, read on for a turnkey event idea based on the $1.2 million US success of PADI Pro Nights.

If you’ve ever hosted a PADI Pro Night, you know it’s a great way to sell gear and fill your class pipeline months in advance. Some dive centers have used the Pro Night framework to promote travel and fill their exotic trips. Women are the decision makers for 85 percent of household purchases and have $125 billion US annual spending power (source: Forbes). So, why not host a special event, built on the Pro Night framework, to promote scuba diving to women and their families?

In lieu of the presentation about becoming a PADI Pro, have female instructors or active female divers talk about why they love diving. Show off the gear you carry that’s specific to women, and consider scheduling an all-female PADI Open Water Diver class. Create opportunities for women to ask questions, get to know your staff, and feel welcome at your shop.

Create an event for and about women

Ask your female staff and active divers for event suggestions. Are ladies in your area more into an evening wine tasting, or would they prefer a cookout where their kids can play and run around? Call your event a Ladies Night, Gathering of the Goddesses or Mermaid Meetup (be creative), and schedule it on PADI Women’s Dive Day, 15 July, or not.

The important thing is to make the event for and about women. Line up female staff or dive club members to share why scuba plays an important role in their lives. Challenge current customers to attend and bring a female friend who could use a little more fun and adventure in her life.


Promote the event

  • Visit the PADI Pros’ Site Women in Diving page to download customizable PADI Women’s Dive Day marketing materials.
  • Create an event invite and include photos of female divers, staff or members of your dive club.
  • When posting to social media, invite current customers to tag a female friend who has mermaid potential.
  • Email female customers you haven’t seen in awhile and invite them to attend the event and sign up for ReActivate®.
  • Promote the equipment you carry for female divers on your Facebook page or Instagram account and invite female staff to comment.
  • Preview your one-night-only training/travel/gear packages via email and social media.
  • Use #PADIWomen and #PADIWomensDiveDay to promote your event on Twitter and Instagram.
  • Register your event on the PADI Women’s Dive Day Event Locator at com/women-dive.

Prepare for the event

  • Display gear, apparel and other items that appeal to female divers.
  • If needed, rearrange the store to make it more stroller and child-friendly.
  • Consider arranging for childcare or someone to keep little ones entertained.
  • Schedule three or four female staff or dive club members to be guest speakers.
  • Create special training, travel and/or gear packages.

Create exclusive packages

  • Offer deals on multiple sets of gear or certifications for multiple family members.
  • Feature upcoming trips that are family-friendly.
  • Offer incentives for current customers to convince a friend to sign up.

USA TourThe key to selling packages at an event is one-night-only specials. Savvy dive centers know when a customers says, “I’ll think about it and call you tomorrow” it’s akin to no sale.

Another tip: include PADI eLearning® in your training packages. Working women and those with family commitments will appreciate this flexible, go-at-your-own-pace option.

At the event

  • Interview female staff or dive club members. Ask them how they became a diver, to share their best diving story and what scuba diving means to them.
  • Set out a box where people can submit questions anonymously.
  • Pass out small mementos that the guests will see the next day and smile.
  • Take photos and encourage PADI Women’s Dive Day participants to tag their photos with #PADIWomen for a chance to be featured on PADI’s social channels.

Don’t forget to take advantage of the free tools and templates to promote your Women’s Dive Day/Night event. For additional event inspiration, check out our 2017 Women’s Dive Day event spotlight and to learn more about Women’s Dive Day, visit the Women’s Dive Day page on

Have You Renewed Your PADI-endorsed Dive Center and Resort Insurance?


Stay protected with PADI-endorsed Dive Center and Resort Insurance by renewing your coverage today. PADI-endorsed policies run from 30 June 2017 until 30 June 2018, so if you haven’t renewed yet, you may not be covered. Here are a few reasons why you should choose the PADI-endorsed Dive Center and Resort Insurance program.

  • The industry’s only A++ XV rated US Insurance Company – A++ XV is the highest rating possible.
  • Group Professional Liability with Prior Acts Coverage – This plan provides professional liability insurance to your pro staff (PADI® Professional Members, plus 25 percent of the store’s total insureds may be pros from other agencies) and the store for one low price. Other insurance policies do not cover “prior acts” for unknown and unreported incidents. PADI-endorsed prior acts coverage dates back to 30 June 1992, if there is no gap in coverage with any insurer.
  • Contingent Professional Liability – This exclusive coverage is designed to defend your business if sued as a result of an inwater incident when a professional’s insurance is not valid. The PADI-endorsed policy is the only policy in the industry that includes this coverage to defend your business, owners, officers and directors.
  • Waived Co-Insurance Requirement – A co-insurance requirement means that you must insure a certain percentage (such as 80-90 percent) of the value of your property, or face a reduction in payments should you have a loss. The PADI-endorsed property insurance has no such restriction allowing you to make your own decisions, unlike other policies available today.
  • Unlimited Defense Costs – With the PADI-endorsed policy there are no limits to the amount of money the insurance company will pay to defend you. Other policy defense costs come out of the total policy limits, reducing the amount available to pay for judgments or settlements. Stay protected with exclusive unlimited defense cost coverage.
  • Broadened Tenants Liability – The PADI-endorsed policy includes coverage for damage to your landlord’s building for fire, smoke, water and explosion. Other policies only include coverage for fire damage. Without this expanded coverage you may be liable for the landlord’s property damage for losses other than fire.

Stay protected and profitable with PADI-endorsed Dive Center and Resort Insurance

PADI Programs at the 2017 DEMA Show

DEMA16_banner02_600x200Course Director Update

Tuesday, 31 October – 7:00am – 12:00pm
Room: Rosen Centre Hotel Grand Ballroom A, B, C

IDC Staff Instructor Update

Friday, 3 November – 7:00am – 12:00pm
Room: Orange County Convention Center – S330 A, B, C, D

This year’s Course Director and IDC Staff Instructor Updates center on the highly anticipated revision of the Instructor Development Course (IDC). Get a sneak peek at some of the IDC components in development including the “Think Like an Instructor” concept and the enhanced knowledge development, confined water and open water evaluation criteria.

The update will feature breakout sessions to cultivate interaction and engagement with colleagues and PADI® staff.

Renewed, Teaching status Course Directors and renewed, Teaching status IDC Staff Instructors qualify to attend the half-day program. Topics include:

  • What’s New: IDC Revision – a preview of this PADI flagship program
  • Evaluation Training Workshop and the New Evaluation Criteria
  • Risk Management in Instructor Development

At the Course Director Update, don’t miss the PADI Frequent Trainer Program award ceremony recognizing PADI Platinum Course Directors.

To register for the program, contact Yvonne Lara at 800 729 7234 (US and Canada only), or +1 949 858 7234, ext. 2296.

Emergency First Response® Instructor Trainer

Thursday, 2 November – 8:00am – 1:00pm
Room: Rosen Centre Hotel Salon 7/8

EFR_CPR_Chest_Compress_Mannequin.tifThis half-day program is open to Emergency First Response Instructors who have completed the preparatory online component and conducted at least five Emergency First Response courses or issued at least 25 Emergency First Response course completion cards. This program includes access to online presentations, an Emergency First Response Instructor Trainer Manual (digital version), Emergency First Response Instructor Course Lesson Guides, Emergency First Response Instructor Course exam booklet and the Instructor Trainer application fee. Please bring a current or updated Emergency First Response Instructor Manual.

To register for the program, contact Yvonne Lara at 800 729 7234 (US and Canada only), +1 949 858 7234, ext. 2296.

PADI Business Academy: Mastering Online Advertising

Saturday, 4 November – 8:00am – 12:00pm
Room: Rosen Centre Hotel Salon 5/6

A step-by-step interactive guide to implementing the latest online ad trends

Learn how to tackle and master the most important online advertising trends during this hands-on workshop. Stay ahead of the curve by learning how to use online advertising to acquire new divers and keep your existing ones coming back.

What will you learn to implement?

  • Facebook ads, including custom and look-alike audiences
  • Instagram ads
  • Google AdWords
  • Google display ads
  • Google call-only ads

Note: CDTC applicants can earn three seminar credits by attending this workshop.

To register for the program, contact Lisa Joralemon at 800 729 7234 (US and Canada only), or +1 949 858 7234, ext. 2552.

New PADI Adaptive Techniques Specialty Programs Orientation

Wednesday, 1 November – 8:00am – 12:00pm
Location: Orlando YMCA

This half-day program introduces the new PADI Adaptive Techniques Specialty Program to PADI Instructors and PADI Course Directors. If you want to learn techniques and effective approaches for teaching and supervising divers of varying abilities and physical challenges, this program is for you. Many of the concepts discussed apply to all diver training, but this focused practice will also raise your awareness and strengthen your student-centered teaching ability. Completion of this orientation results in certification as a PADI Adaptive Techniques Specialty Program Instructor (or Instructor Trainer if you’re a PADI Course Director), once additional experience is documented. The PADI Adaptive Techniques Specialty Program qualifies you to teach two courses: PADI Adaptive Teaching Techniques Specialty course to dive leaders, and the PADI Adaptive Support Diver Specialty course to divers.

To register for the program, contact Yvonne Lara at 800 729 7234 (US and Canada only), +1 949 858 7234, ext. 2296.

Basic Freediver Course

Saturday, 4 November – 8:00am-12:00pm
Location: Orlando YMCA

Have you tried the PADI FreediverTM program yet? You can learn more about it, give freediving a try and get started on the PADI Basic Freediver course rating in just a few hours while at 2017 DEMA Show.

Freediver_poolThis half-day event covers the knowledge development and confined water portions of the PADI Freediver course, and successful completion result in certification as a PADI Basic Freediver. Complete the two remaining open water sessions to become certified as a PADI Freediver at a later date.

The program costs $199 US and registration incudes the PADI Freediver TouchTM, confined water session and certification as a PADI Basic Freediver. Please register no later than Monday, 16 October, to receive the Touch code to complete independent study in time for the confined water session on Saturday, 4 November.

You don’t need special freediving equipment to participate – just bring your regular fins, mask and snorkel. It’s a great, fun way to learn by doing. Find out why so many PADI Pros are jumping into PADI Freediving.

To register for the program, contact Yvonne Lara at 800 729 7234 (US and Canada only), or +1 949 858 7234, ext. 2296.

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