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Dropout Rates
How many people stop scuba diving and when is either unknown or the industry's best kept secret. When asked about dropout rates, DEMA spokesperson Lisa Blau said, "With regards to the number of new divers certified offsetting the number of people leaving the sport, it is well known and confirmed by two separate studies conducted by two different companies, several years apart, that more than half the divers certified in a given year are still active five to seven years following their initial certification. By calculation, the number entering the sport would be far greater than the number becoming inactive." But when
Undercurrent asked for the sources of those two studies, Blau said she was unable to provide them. We could find no one else who knew of these studies.
Though DAN is seeing its membership grow, spokesperson Renee Duncan says the industry is flat right now. "Everyone acknowledges that. We're not attracting as many new divers, we're a graying population, and younger people seem to be going for more extreme sports." Diving is no longer considered an extreme sport.
Across the pond, the English seem to agree. The British Sub Aqua Club posted this gloomy outlook on its website. "Over the past few years, the UK Diving industry has been challenged by deteriorating business conditions. Consumer habits are different and markets have changed. The traditional description of a UK Diver, and likely member of the British Sub-Aqua Club, has shifted. Increasingly individuals take up diving as one of a range of activities experienced for a short time before moving on to something else. New divers often take to the water for the first time abroad and are less inclined to continue when faced with conditions in UK water."
All sorts of numbers are bandied about for the actual dropout rate after the first year, ranging from as low as 40 percent to as high as 80 percent, but nothing is official. When describing scuba classes on his website, Mark Scott, owner of Mark's Water Fantasy Diving in Maui, states that PADI has the highest dropout rate of any certification agency. When asked where he got that statistic, Scott replied that he saw it on several websites, although
Undercurrent didn't find it posted anywhere else.
So, for comparison, let us cite
Undercurrent renewal statistics. After the first year of subscribing, 40 percent of our subscribers continue. After the second year, 65 percent stay with us and after the third year, 85 percent remain. In the magazine business, that is exceptionally good, and those numbers are ones to be proud of. However, it also means that after three years, only 22 percent of initial subscribers remain. Now, over the years many of these subscribers return - - they start diving again, start traveling, whatever. But we can't count them as active subscribers if they're not paying money and
so our dropout rate, after three years, is 78 percent. We suspect the dive industry would be delighted to have rates like these.