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News & Press: Current DEMA News

2020 Go Dive Now Pool Tour Provides Member Dive Centers with Opportunities to Acquire New Customers

Tuesday, February 11, 2020   (0 Comments)
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“Big Wave” Dave Reidenbach and the traveling Go Dive Now Pool Tour have a full event schedule planned for 2020. With events spanning from Washington D.C. to Los Angeles, CA, the traveling pool tour will bring the “try diving experience” to hundreds of event participants in the coming months.

Each pool tour stop helps increase business for the participating local DEMA Member dive centers who volunteer to work the event. Being part of the event provides an invaluable opportunity to acquire new customers and generate media coverage for their store and for recreational diving, both locally and nationally.

“By bringing the Go Dive Now Pool to large-scale events, we are able to provide a unique opportunity to introduce scuba diving to our target market. This memorable experience also provides local dive retailers with a way to directly connect with potential new customers,” commented Dave Reidenbach, Pool Tour Coordinator for DEMA. “The experience that the Go Dive Now Pool provides attendees often piques their interest in the sport leading them to inquire with their local dive center about certification and gear.”

By being part of someone’s first diving experience, participating retailers are able to establish trust and loyalty with potential new customers. Participating retailers often find the connections they make at the event convert into certifications, goods sold, and long-term customers.

Rich Thomas of International Scuba says he acquired his biggest customer from a prior Go Dive Now Pool event at EarthX in Texas. “She came to try scuba, fell in love with it and has spent over $20,000.00 with us so far. She has purchased all of her gear, bought a drysuit, taken numerous classes with us and helped pioneer an annual Ice Diving trip that is helping several stores around the country drum up a nice wintertime business.” Not only has this particular customer brought in significant revenue for his dive center, the connections he has made at the Pool event has helped increase his revenue in other areas as well. Read more from Thomas’ testimonial and other retailers here.

DEMA Member Retailers also benefit from the program because DEMA advertises the pool event using Facebook ads targeted to the neighborhoods immediately surrounding the DEMA Member Retail location. Retailers who would like to volunteer for an upcoming Pool event can sign up online.

Sponsored by the Cayman Islands Department of Tourism, PADI, and SSI, and supported by the DEMA Manufacturers Fund and participating DEMA Member Retailers, the Pool will continue its tour as a top consumer event feature throughout 2020 at various consumer-oriented travel, outdoor activity and adventure shows providing anyone 10 years old and up the opportunity to discover the fun and exciting sport of scuba diving for FREE. 


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