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Spotlight - Scuba Sport Magazine, LLC
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DEMA Member Spotlight 

Scuba Sport Magazine, LLC

Proud DEMA Member since 2011 
2441 Cumberland Drive SE
Smyrna, GA 30080
Tel: 770-384-0916 or 404-384-1478


About You and Scuba Sport Magazine, LLC...

My name:
Joe Froelich
My job function in the company:
Years in business:
Since 2011
About Scuba Sport Magazine, LLC:
Scuba Sport Magazine is a bi-monthly diving/underwater lifestyle magazine that focuses on diving news, equipment, destinations, liveaboards and issues affecting divers and the diving community. The editorial is written in a loose, conversational format.  Scuba Sport is the only diving magazine that truly caters strictly to the recreational, or hobby diver. Every issue features photo tutorials from some of the most established photographers in the industry. Also, Scuba Sport includes topside activities into its destination pieces to engage non-diving family members and friends thus eliminating the question "What are we going to do while you're on the boat?".
The concept for the Scuba Sport Magazine was created by long-time diver and writer/photographer Joe Froelich, with help from Fred Garth (editor of Guy Harvey Magazine, and former editor of Scuba Times, Fathoms and Southern Diver Magazines). Joe has had articles and/or photos published in USA Today, Sport Diver, Scuba Diving, Skin Diver, Southern Diver, Dive Training, Scuba News, Discover Diving, Florida Underwater, and Dive Report Magazines. He also served as a featured columnist for the Scuba News, where his photos graced the cover a record 19 times, as well as EcoFlorida Magazine. He also has photos in the books: REEF Creature ID, Ned Deloach's Underwater Florida, and Reef Fishes. Scuba Sport Magazine features a printed circulation of 15,000 distributed through a network of over 250 dive centers and an unlimited circulation digital version.
Business mission/values:
To inform and entertain both new and active RECREATIONAL divers on the latest diving news, equipment, destinations, photo techniques and events.

About You, "The Professional"...

How I was introduced to the professional diving industry:
My first full-time position was inside sales/instructor for Force-E dive center in Fort Lauderdale. I went on to become the store manager for their flagship location in Boca Raton, FL. I was introduced to the publishing side of the industry by Ned and Anna DeLoach who allowed me to take the reigns on an article for the Florida Scuba News. This introduced me to Heidi Devlin who ran a story I did on a shark dive off Boca Raton two months later that Skin Diver Publisher Paul Tzimoulis read. Next thing I knew, I was getting assignments from several different publications.
What I like best about my job:
That I get to think, talk and write about diving almost every day. Even after over 2900 dives, I still love getting out there and encountering new things. This year alone I've been close enough to a humpback whale that I could have touched it, and FINALLY encountered my first yellow frogfish.
Words of wisdom for those starting their career in the diving industry:
If you truly enjoy what you are doing, then you can find a way to make a decent living at it. If you are still young and single, use your professional diving certification as an opportunity to travel all over the world and see as much of what the oceans have to offer as possible before life becomes too complicated and you settle down and spread roots somewhere.
Best way to keep a competitive edge:
To remain focused and delay gratification at times to keep my eye on the ultimate goal.
Biggest change I have seen in the professional diving industry since I started:

The Internet, and how negatively Internet sales are impacting the local dive centers.

WOW.... I was fortunate to have more than one. First off, my father was my absolute #1 mentor. I miss no longer having him around.
In the diving industry, the list of people who have positively influenced me include Skip Commagere, Lloyd "LG" Garrard, Spencer Slate, Ned & Anna Deloach, Paul Humann, Jim Walker, Fred Garth, Paul Tzimoulis, Jim Abernathy, Dee Scarr and a myriad of others. I hope I haven't dated myself too badly!

About You, "The Person"...

Something you'd find on my bucket list:

Being in the water with a Great White (from a cage of course, I'm dumb but not stupid). Haven't been to Tiger Beach yet, but that will happen soon enough.
What I am most proud of:
My triplets... Watching them grow from preemies to happy, healthy and very mischievous four-year-olds. Looking forward to the adventure of raising them and seeing what type of people they end up becoming. I'm also pretty darn proud of being a part of a team that has created such a high quality and visually appealing publication. 
How I like to spend my free time:
Diving of course... I do enjoy getting pummeled by my trio of terror, which I schedule at least an hour for every day I'm in town. Also, even though it probably doesn't look like it, I am in the gym 6 days a week.
Favorite quote:
"Satisfaction is the demise of desire"
Something people would be surprised to learn about me:

I've never taken a photography class. I'm completely self-taught.

My 5 dream Jeopardy categories:
Sharks, Sea Turtles, Pizza, Def Leppard songs, Famous Movie Lines


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