Info Aqualung Financial Troubles

[OMyMyOHellYes]

I never thought of Apeks and AL going after the same customer base. Apeks is more of a tech diving company, and AL more of a rec diving company.

I do note that since AL takeover of APEKS, APEKS seems to me to present a more "blingy" line... Lots of fancy redoing of stuff with new graphic dazzle. I kind of like the old fashioned functional look. To me it said more about great engineering and execution; better function, than does swoopy lines engraved on what was a workhorse reg.

WC Feilds said "If you can't dazzle them with brilliance, baffle them with Bull$#!t,"

Which is, overall, my gut reaction to most all things in the current AL shop. Take the old thing, put some trendy plastic shell on it, rename it, and charge more!

 

[berndo]

I never thought of Apeks and AL going after the same customer base. Apeks is more of a tech diving company, and AL more of a rec diving company.

Maybe in the States. Over here Apeks is pretty much run of the mill. Euro rec boats and rec quarry dive sites are full with Apeks. 'Tec' divers do use more Apeks than AL but the tec market is tiny. I don't know actual numbers but I reckon it seems MUCH bigger online than it is in real life.
Also, the 'tec' type customers seems to mostly buy in the xtx50 range. The xtx100/200 range is a direct competitor of the legend type regs. Same price range too.

 

[Outbound]

Maybe in the States. Over here Apeks is pretty much run of the mill. Euro rec boats and rec quarry dive sites are full with Apeks. 'Tec' divers do use more Apeks than AL but the tec market is tiny. I don't know actual numbers but I reckon it seems MUCH bigger online than it is in real life.
Also, the 'tec' type customers seems to mostly buy in the xtx50 range. The xtx100/200 range is a direct competitor of the legend type regs. Same price range too.

Perhaps. I'm not as well versed in their entire regulator lineup. I think they only offer one warm-water first stage. But look at their BCDs, for example. They have one back-inflate, one jacket style, and the rest of the page is all sidemount harnesses and BPW components. Their DSX computer is definitely aimed at the tech crowd. They offer two masks, and both have black skirts (and you know no self-respecting tech diver uses a mask with a clear skirt!). The only fins they make are the RK3s, which are definitely aimed at tech divers.

 

[Still Kicking]

W

I never thought of Apeks and AL going after the same customer base. Apeks is more of a tech diving company, and AL more of a rec diving company. Then there’s US Divers for the snorkeling crowd. Even where there is some overlap, such as with the Fusion drysuit line, the Apeks versions are more tech-oriented.

When AL bought Apeks i heard that it was because they wanted some of Apeks patents. Might have been hearsay but if you look at AL regs post acquistion, there are definite similarities.

Apeks is big in the tech and higher end recreational community -- Aqualung is strong in the lower to mid recreational field. You hardly ever see tech divers with Legends IME. Not much of an overlap, even though high end AL are similar to Apeks internally.

 

[berndo]

Apeks is big in the tech and higher end recreational community -- Aqualung is strong in the lower to mid recreational field.

That's not even remotely true. Most Apeks sets around are xtx50 with DSTs or DS4s. Before rona those were around 300 bucks for a 1./2. stage set. Most of them aren't sold to so called 'tec' divers.
In the higher price bracket their models compete directly as well. The rec and tec customer is the same customer. When people look for the same features, look to spend the same amount of money and the same image, they are the same customer. (xtx50 no frills or legend/xtx200 fancy looking for more money). What does it matter if someone calls himself a tec diver?

That's why I used a car company as an example. A skoda, an audi and a porsche customer each look for different features and a different price. That's not the case in the Apeks vs AL lineup.

 

[Still Kicking]

That's not even remotely true. Most Apeks sets around are xtx50 with DSTs or DS4s. Before rona those were around 300 bucks for a 1./2. stage set. Most of them aren't sold to so called 'tec' divers.
In the higher price bracket their models compete directly as well. The rec and tec customer is the same customer. When people look for the same features, look to spend the same amount of money and the same image, they are the same customer. (xtx50 no frills or legend/xtx200 fancy looking for more money). What does it matter if someone calls himself a tec diver?

That's why I used a car company as an example. A skoda, an audi and a porsche customer each look for different features and a different price. That's not the case in the Apeks vs AL lineup.

Talking about my experience in US market. No idea about Europe. Haven't lived there since 1986 and never as a diver.

Boat cleaners buy Calypso/Titan.

Entry level divers looking at AL tend to buy Titan/Core/Helix. Sometimes Apeks.

Upper end tend to buy Apeks (or SP), much less Legend. I would guess Atomics sell well in this segment too but i dont have experience selling them.

Tech divers and public safety teams buy Apeks more than anything else in the AL lineup.

 

[evandroairton]

Maybe in the States. Over here Apeks is pretty much run of the mill. Euro rec boats and rec quarry dive sites are full with Apeks. 'Tec' divers do use more Apeks than AL but the tec market is tiny. I don't know actual numbers but I reckon it seems MUCH bigger online than it is in real life.
Also, the 'tec' type customers seems to mostly buy in the xtx50 range. The xtx100/200 range is a direct competitor of the legend type regs. Same price range too.

Indeed, the real tech market is far bigger online.
Sometimes i get amazed about how the others don't care about ccr, and stuff.
The point is that tech divers spend more and have more appeal then mainstream market, but i doubt that the tekkies fill more than 10% of all. My point of view is biased to my type of diving.
That said, apeks and others, although look very technical does sell to recreational divers also, because, in spite of quality, looks cool
We tend to think that the Sport diving market is huge, but in fact is shrinking.
Scubanomics have been done an excelent job regarding of that scuba subject

 

[Zef]

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[Testrun]

Funny I just saw this thread. I am a huge AL fan. Titan LX being my 1st reg. I've only used AL regs. Currently using a legend and have most diving with me using Legend or core. As I type this I will probably be switching over to SP or open to others. It is simple. I am trying to get a simple question answered and one issue resolved and I can get ahold of no one. No one will answer the phone and no one will answer an email. I called SP today and the 2nd ring someone picked up. I am a fan of SP and Johnson outdoors, so hell.... why not just make the change over. I can't support a company that doesn't support me. I have 5 others joining me for underwater fun in my trip to roatan in a few days. They will be gearing up like we will be gearing up, and probably not with AL..
Sad... I think Aqualung and I think Cousteau still lol.... I flew Fabien not too long ago down to Curacao.
If anyone has any further update on AL please advise before it is too late!

 

[lowwall]

Funny I just saw this thread. I am a huge AL fan. Titan LX being my 1st reg. I've only used AL regs. Currently using a legend and have most diving with me using Legend or core. As I type this I will probably be switching over to SP or open to others. It is simple. I am trying to get a simple question answered and one issue resolved and I can get ahold of no one. No one will answer the phone and no one will answer an email. I called SP today and the 2nd ring someone picked up. I am a fan of SP and Johnson outdoors, so hell.... why not just make the change over. I can't support a company that doesn't support me. I have 5 others joining me for underwater fun in my trip to roatan in a few days. They will be gearing up like we will be gearing up, and probably not with AL..
Sad... I think Aqualung and I think Cousteau still lol.... I flew Fabien not too long ago down to Curacao.
If anyone has any further update on AL please advise before it is too late!

I completely understand (and have recommended) avoiding purchasing new AL regs at this point, but why would you abandon your current regs?