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    Richard Black posted an update in the group Dive Industry 1 week, 3 days ago

    For Immediate Release
    Stephanie Worth/Marie Rosa
    Adams Unlimited Public Relations
    (212) 956-5900


    **Final 2020 Vision Session of 2012 was Hosted at DEMA Show to Continue Gathering Recommendations for the Future of the Diving Industry**
    San Diego, CA (January 18, 2013) – What is the most productive way to grow the Diving Industry? Would the greatest benefit be derived from attracting younger divers? Or would there be more potential for growth by reaching out to those participating in other active lifestyle sports? Or perhaps increasing the image of the diving professional as a career path? These are just a few of the ideas which arose from discussions at DEMA’s latest 2020 Vision brainstorming session, conducted during DEMA Show 2012.

    Conceived as a means by which DEMA Member input could help steer the direction of the Industry and Association, information from the DEMA 2020 Vision Sessions are part of the strategic planning process used by DEMA’s Board of Directors. Ideas and priorities from these brainstorming sessions help the Board understand the needs of Members on the ground. It is from these sessions that ideas such as the owner and employee health insurance program and the worker’s compensation insurance program, both open to DEMA Members, originated.

    2020 Vision sessions were conducted in several locations during 2011 and 2012 and additional sessions are planned for 2013. At the most recent 2020 Vision Session, held at DEMA Show, participants brainstormed how the Industry can achieve key action items from earlier Vision Sessions in 2011 and 2012:
    • Sell the ”Diving Lifestyle” along with dive travel
    • Support & develop professional retailers and their staff
    • Create various benefits for retailers, including health insurance and other benefits
    • Adapt to new media and use social media
    • Make dive travel easier
    • Put the ”edge” back in diving – make it more exciting
    • Promote to a younger audience
    • Create a positive first experience for divers
    • Provide a local purpose to dive after certification (promote and use ”local diving”)
    Interestingly, some new ideas arose from this latest brainstorming session, including: reducing barriers to entry, finding more ways to collaborate, using celebrities to get media attention and more. DEMA encourages all Industry professionals to review the brainstorming notes from these sessions and develop their own thoughts to share with us:
    • At a future 2020 Vision Session (details coming soon)
    • By emailing us at
    If you have any questions regarding these or future sessions please contact us at or (858) 616-6408.

    DEMA, the Diving Equipment & Marketing Association, is an international organization dedicated to the promotion and growth of the recreational scuba diving and snorkeling industry. With more than 1,400 members, this non-profit, global organization promotes scuba diving through consumer awareness programs and media campaigns such as the national Be a Diver campaign; diver retention initiatives such as DiveCaching; and an annual trade-only event for businesses in the scuba diving, action watersports and adventure/dive-travel industries, DEMA Show. DEMA Show 2013 will take place November 6-9, 2013 at the Orange County Convention Center, Orlando, FL. For more information on DEMA and affiliated programs contact (800) 862-DIVE (3483) or (858) 616-6408 or visit http://www.dema.org. Stay updated by following ”DEMA.Org” on Facebook and Twitter.

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