Just today, I received a press release from DEMA that stated there were 160,249 divers certified in 2007, and by industry estimates, this figure represents more than $214 million in sales of equipment, educational products, travel and other categories from newly certified divers in the US - without taking into account sales of travel and equipment purchases made by active, previously-certified divers.
So the new diver generates about $1350 (presume first year... although DEMA didn't provide a time estimate from year of certification to actual spending of the $214 million, we'll presume first year.)
As a diver in category #1, above, I'm spending more than $1350 on my fills each year.
The race is on for that $1350, Jason. As the fall-off is HUGE between those newly minted first year divers and their cash outlay and those that become second year divers - with many of those first year divers going to CraigsList and eBay and trying to recover some of that cash as they sell off their gear.
Again, I recommend your clothing program concentrate on group #2 and #3. By the time you get to us in group #1, there is very little in the way of dive clothing that will motivate an incremental purchase decision.
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Ken
So the new diver generates about $1350 (presume first year... although DEMA didn't provide a time estimate from year of certification to actual spending of the $214 million, we'll presume first year.)
As a diver in category #1, above, I'm spending more than $1350 on my fills each year.
The race is on for that $1350, Jason. As the fall-off is HUGE between those newly minted first year divers and their cash outlay and those that become second year divers - with many of those first year divers going to CraigsList and eBay and trying to recover some of that cash as they sell off their gear.
Again, I recommend your clothing program concentrate on group #2 and #3. By the time you get to us in group #1, there is very little in the way of dive clothing that will motivate an incremental purchase decision.
---
Ken
