The Master Scuba Diver Challenge

Untitled-3The Master Scuba Diver (MSD) challenge is exactly that for many dive centres, a challenge to promote, cost and even teach it.  There are dive centres that are doing really well and find it easy to promote and run, it obviously keeps divers diving and also works as an acquisition tool as these divers dive regularly and bring their friends in to lear to dive so that they can dive together.  The divers feel like they belong to a community, they join a tribe, and diving becomes their lifestyle.

I was recently visiting dive centres along the Eastern and Western Coast of South Africa where several centres have started a loyalty programme for their club members whereby they pay a certain amount per month and the divers can dive as often as they like.  These divers appear to go on trips and regularly purchase equipment.  The great thing with this programme is that dive centres are guaranteed income on a monthly basis as these club members have signed an annual contract and pay their subscription with a debit order or similar.Continued Education 064, photo by Peter Driessel

What has this got to do with the MSD, you may ask yourself?  By following similar principles the MSD could be successful in any dive centre that works with local residents even in the resort areas, as you could solicit embassy staff, expatriates as well as your local residents.

You could put several packages together, here are a few examples:

Package One:

  • PADI Advanced Open Water Diver
  • PADI Rescue Diver
  • Emergency First Response
  • 5 PADI Specialities

Package Two

  • PADI Rescue Diver
  • Emergency First Response
  • 5 PADI Specialities

Package Three

  • 5 PADI Specialities

Package Four

  • An away trip to an exotic location of your choice
  • 5 PADI Specialties
  • (30) Dives

DSC00591Set a price whereby your diver pays an initial deposit and the diver receives all of their training manuals, this would give the diver something tangible and could alleviate buyer’s remorse.  They would then pay a set amount every month for 12 months, which would also be the time they have to complete the programme.  I would recommend that you have a legal contract drawn up with your diver to protect the both of you.

In order for this to be a success it is important to have an annual calendar and schedule two speciality courses every month to give your diver a wide choice, remember that they can join this 12 month programme any time of the year.  Another suggestion would be to conduct the speciality even if you only have two people on the particular course.  In many instances you might need to run several courses with low numbers to get the programme running.

For divers completing this programme you may want to give them the recognition that they have achieved in the form of a bomber jacket, recording their name in your dive centre, website and social media. See my past Master Scuba Diver article for additional marketing ideas.

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