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DEMAIL 2011-08-15: DEMA’s Be A Diver Pool Tour Delivers Scuba Diving's Message to Millions
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DEMA'S Be A Diver Pool Tour Delivers Scuba Diving's Message to Over 9.5 Million Viewers So Far in 2011

 Tour Earns Broadcast Television Coverage at Local Pool Stops

DEMA’s Be a Diver Pool Tour continues to prove its value as a consumer awareness and new diver acquisition program. The Tour has garnered over 10 million viewer impressions worth more than $830,000 in 2011 alone. Since 2009 DEMA’s Pool Tour has generated more than 84 million media views for recreational scuba at a value of more than $2 million. 

The Be A Diver Pool is just one of the many initiatives funded by DEMA to help promote recreational diving.  All such initiatives, including research programs, legislative advocacy, the Member-only Be A Diver advertising campaign and the DiveCaching local diving program are financed using funds raised through the production of DEMA Show and through DEMA Memberships.  Funds raised by DEMA are reinvested in the diving industry to help promote diving for all DEMA Members.

The Be A Diver pool has made a huge splash at over 25 venues so far this year (for a complete list of events visit At each stop Retail Membership Manager “Big Wave” Dave Reidenbach and DEMA member retailers who were on-site with the Be A Diver Pool, educated attendees about the ease of learning to dive, and why diving is a fun activity that can be shared with families and friends. As a result, multiple TV cameras interviewed “Big Wave” Dave on how scuba diving is a sport for everyone and why it retains its popularity.

Scuba Diving and the Be A Diver pool piqued the interest of attendees at the Venture Outdoor Show as it was featured on Salt Lake City’s news stations KSL-NBC and KTVX-ABC. Both segments included reporters getting into the pool to interview “Big Wave” Dave underwater using state-of-the art OTS scuba masks.
The Be A Diver Pool drew a wave of top New York media as it was featured on Fox News National and CBS News for its participation in the 7th Annual Adaptive Water Sports in Breezy Point, New York. It was here that the Be A Diver pool teamed up with New York City Firefighters and Wounded Warriors Disabled Sports USA volunteers to introduce scuba diving to those injured while serving in the military. CBS News Reporter Cindy Hsu and Fox News Chief Meteorologist Rick Reichmuth interviewed Wounded Warriors about their injuries and their experience trying scuba diving in the Be A Diver pool.
Additional coverage of the pool was showcased throughout the year on numerous outlets, including:
Click on the links above to view a sampling of coverage from the indicated events.
Making stops throughout the year at various consumer-oriented travel, outdoor activity and adventure shows, the Be A Diver Pool gives anyone age 10 and up the opportunity to discover the fun and exciting sport of scuba diving in the comfort of a large, tropically warm pool, and provides DEMA member retailers with the opportunity to gain students in future scuba classes. Event attendees not only have the opportunity to try scuba diving for free, but also to test out some of the latest scuba equipment provided on-site and have a photo of themselves taken underwater that can be an everlasting keepsake. At each event, equipment is provided and the Be A Diver Pool is staffed by diving professionals from local DEMA member retail stores. Those who take the plunge need not worry about getting wet, since the Be A Diver Pool provides wetsuits, towels, hair dryers and dressing rooms.


DEMA, The Diving Equipment & Marketing Association | US Toll Free: (800) 862-3483 | Ph: (858) 616-6408 | Fx: (858) 616-6495 |