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Spotlight - Dive Center Marketing Consultants
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DEMA Member Spotlight 

Dive Center
Marketing Consultants

Proud New DEMA Member! 


About You and Dive Center Marketing Consultants...

My name:
John Lockette

My job function in the company:
President / Owner / Principal

Years in business:
2 years

About Dive Center Marketing Consultants:
Dive Center Marketing Consultants has a laser focus on the dive center business. We are marketing specialists who focus entirely and exclusively on dive centers. We provide a vast array of services that can be tailored to the individual needs of each specific dive center to help maximize the potential for business growth. We combine well-established principles of marketing with an in-depth understanding of the dive center business in order to provide personalized, customized business marketing solutions to dive center owners and managers based on the needs and requirements of their individual circumstances. Our single-minded objective is to work alongside our dive center clients to achieve their stated objectives in order to expand and grow business.

Business mission/values:
Our Mission: To assist dive center owners and managers in their efforts to manage and grow their businesses through tailored, innovative marketing solutions. Our Vision: To help dive centers build a community of scuba divers who share a common bond in their desire to experience the adventure of scuba diving, while learning to appreciate, protect, and preserve the beauty and wonder of the world beneath the sea. Our Commitment: To provide thorough, professional, and high quality services to dive center owners and managers in the area of marketing plan development and execution.

About You, "The Professional"...

How I was introduced to the professional diving industry:
After leaving the financial services industry, I decided to combine my marketing skills with my passion for scuba diving. Establishing a marketing consulting business that focuses on dive centers was a perfect fit.

What I like best about my job:
I thoroughly enjoy developing solutions for clients that help them achieve their business objective by blending both analytical and creative approaches.

Words of wisdom for those starting their career in the diving industry:
Always retain the enthusiasm that brought you into your career in the diving industry.

Best way to keep a competitive edge:
Always keep your focus on the customer.

Biggest change I have seen in the professional diving industry since I started:
The baby boomers who have driven this industry are getting older, so the industry must turn to a new, younger demographic if it is going to thrive into the next decade and beyond.

Stan Waterman

About You, "The Person"...

Something you'd find on my bucket list:
I would love to dive the SS Yongala, near Townsville, Queensland, Australia!

How I like to spend my free time:
When I'm not spending time with my family, you'll find me on a golf course.

Favorite quote:
SCUBA diving is sensual. To breathe underwater is one of the most fascinating and peculiar sensations imaginable. Breathing becomes a rhythmic melody of inhalations and exhalations. The cracks and pops of fish and crustaceans harmonize with the rhythmic chiming of the bubbles as you exhale. Soon, lungs act as bellows, controlling your buoyancy as you achieve weightlessness. And, as in your dreams, you are flying. Combine these otherworldly stimuli and you surrender completely to the sanctuary of the underwater world. (Tec Clark, forward, Karen Berger’s Scuba Diving)

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