Jeez, where do I begin? I wish I had the time, because I disagree with a lot you have written.
MikeFerrara:
I read somewhere (damned if I can find it, but I'll keep looking) that tech sales account for 40% of equipment sales. Seems kinda high, but check the cash dumped in
this thread.... These are the dollars I'm talking about.
You seem to have the impression that shops make money by teaching. I don't know of any that do. Instructors are there to create customers. It's the gear sales that support the LDS, not instruction.
For the most part, it's gear that already existis in the LDS. If it's not in stock, it can be ordered.
It's such a tiny part of diving as a whole that it could very well cost far more to get set up to make anything than they may ever make. Is the guy going to teach GUE courses? Check into what it takes to become an instructor. How many classes will you not teach now. You can't talk out of both sides of your mouth to every one and get away with it.
Think about it. Do I want to put on a lot of work importing a GUE instructor in order to host a DIRF and make $10 a student if I'm lucky. Maybe I do the same with a rec trimix class for another $10/student. Or...do I want to sell you an AOW class, BC specialty, wreck specialty (and the new BC to go with it because the first one I sold you won't work anymore), dry suit specialty and on and on.
Sell a few backplates and wings? The problem with selling this equipment is that most divers buy one backplate and they're done. ok maybe they buy 2 a SS and an AL plate.
C'mon Mike, you know there's a lot more to it than that. I started down the tech road after certifying as a DCS and dumping $2500 into my rec gear. Since then, I've invested another 3K and have barely scratched the surface of what I'll need.
While there's some markup in a Halcyon plate You can buy a plate from Fred T or a few others for not much more than your shop will pay for it. Lots of guys make and sell plates. Order yourself some webbing online and you replace your own harness whenever you need to. One wing, two at most and you're about set for life. Divers who use this stuff don't buy a new set of equipment every few years to stay in style. On the contrary, what you might buy in the way of BP and wing as a new diver could be used throughout all of your diving by adding a few pieces here and there but with very little or no replacement. What else do we use?...we use a nickles worth of shock cord to replace all the retractors and other gadgets that shops make big markups on. A little pad of wetnotes replaces all the fancy slates. If you have a dive shop are you going to stand around telling your divers that not only do they not need this stuff but that it isn't functional and maybe even dangerous? Computers? None of those in DIR. Is he going to give up those computer sales that he needs to make his SP minimums in exchange for standing around discussing profiling and ratio deco? When the guy stands at the counter trying to educate you on DIR and maybe sell you a plate how is he going to explain having sold you all that stroke gear during your OW class? All the new little trinket sales that go with teaching an AOW class...a dive knife maybe? Forget it! Now you're telling your customers to buy a cheap kitchen knife from the dollar store for $2, break the tip off and make a sheath from a nickles worth of weight belt webbing.
Really, so many "tech" divers buy from friends who have dealerships and other sources which eliminate the need to pay the big markups that shops need to survive that the whole market really isn't very attractive. I know guys who sell OMS out of their trunks and have seen DUI dru suits sold the same way (though they may not be anymore).
Now, you have to replace or retrain all your instructors and assistants too because the skills of most just don't cut it in front of a bunch of DIRFed divers. You just can't have all those DIRFed guys seeing your staff kneeling all over the bottom like they usually do.
Wait til the SP, AL or about any other sales rep walks in and sees all that Hacyon stuff hanging on the wall (I've been here). Besides, lots of shops just could never make their SP/AL required minimums if they start pushing backplates. When I had a shop SP wanted almost 20K just to get started. If I had invensted that I would have needed to REALLY push those pretty pink and baby blue BC's.
Just as many shops would rather stay away from technical diving, for the one in a thousand divers who will get interested in DIR
9 even hear about it) and for what the sale oportunities are compared to potential lost oportunities, it probably makes more business sense for a recreational shop to get the DIR wannabe out of his shop before they influence other customers. DIR/hogarthian or whatever moves so much of dive shop equipment and training main-stay offerings into the obsolete stroke gear catagory that it would really take a good plan and a big investment to come out ahead as apposed to just letting that VERY SMALL minority move on down the road. Maybe not completely impossible but not easy or likely either and the shop certainly isn't going to get it done by just doing a little online reading.
What "lost opportunities"? The LDS runs students through OW, every specialty course they can imagine, AOW and then what??? Ah yes, we sell them the DM course and make them an instructor after that. Great for a few people who want to go pro, a waste of money for the majority who don't. How about introducing them to tech instead?
Tech diving is a natural transistion for divers wanting to progress. It's quite different from rec diving, but uses much of the same gear. It isn't a replacement for OW or even AOW, it is the next step.
"It's a cult and just stupid" was the reply I got from the LDS manager after inquiring into DIR last year. This was clearly the voice of ignorance and he now has no credibility with me.
I took Essential through an out of state shop and ended up purchasing $200 of equipment while I was there. There is money to be made that does not take from existing business or threaten instruction staff.
The LDS should exist to support divers, not dictate the type of diving they think they should be doing.