Welcome to Cline Group's Dive Site

Contained within this section are various studies conducted by Cline Group that are for public release.

These studies form the industry's first and only benchmark for independent consumer and industry research.

With the exception of the DEMA 2004 study, the other two reports are aging. However, little has changed that drastically affects the data.

With the exception of growth rates and the Internet, booking methods, consumer demographics and travel motivation have changed little in the past 10 years.

Cline Group is available for custom research projects, and has conducted over 50 studies to date within the market for various clients.

Please contact William Cline for more information or click here to subscribe to our regular mailings.

Summary data: All data is for the U.S. Market.

1. Diving Equipment Wholesale Dollars
a. 2000 versus 2002: -28% (Source: Diving Equipment Manufacturer’s
Own Internal Equipment Trends Survey).
b. 2000 versus 2001: -10% (Source: SGMA’s Wholesale Market Rec.
Report 2002).

2. Diver Participation Levels
a. Number of Divers 1999 to 2000: -29% (Source: NSGA’s Sports
Participation Study 2001)
b. Number of Divers 2000 to 2001: -5.4% (Source: SGMA’s Sports
Participation in America Superstudy, 2002)
c. Number of Divers 1995 to 2001: -22% (Source: SGMA’s Sports
Participation in America Superstudy, 2002)
d. Number of Days in Which Participated in Diving Activities 1998
to 2001: -15% (Source: SGMA’s Sports Participation in America Superstudy, 2002)

3. Dive Retailer Units (Source: Dive Training Magazine, internal databases as of 8/03).
a. 1991 to 2003: 1,845 (no growth)
b. 8% loss rate, with roughly 8% new entrants each year
c. +/- 50 Store Change Rate in 12 years of tracking

All the data sources are quoted.

Cline Year End 2007 Diving Industry Panel Study
• Dive Retailers
• Independent Instructors
• Travel & Manufacturing

Cline Group 3rd Quarter 2007 Diving Industry Panel Study
• Dive Retailers
• Independent Instructors
• Travel & Manufacturing

Cline Group 1st & 2nd Quarter 2007 Diving Industry Panel Study
• Dive Retailers
• Independent Instructors
• Travel & Manufacturing
• 1st Quarter Results
• 2007 YTD vs. 2006 YTD
• Outlook 2nd Quarter 2007

Cline Group 2006 Year-End Diving Industry Panel Study
• Dive Retailers
• Independent Instructors
• Travel & Manufacturing
• 1st Quarter 2007 Outlook
• 2006 YTD vs. 2005 YTD
• Outlook 2nd Quarter 2007

Cline Group China Dive Market Analysis
(Press Release)
• Released Oct 2006

Cline Group 3rd Quarter 2006 Diving Industry Panel Study
• Dive Retailers
• Independent Instructors
• Travel & Manufacturing
• 4th Quarter 2006 Outlook
• 2006 YTD vs. 2005 YTD
• Outlook 2007

Cline Group 2nd Quarter 2006 Diving Industry Panel Study
• Dive Retailers
• Independent Instructors
• Travel & Manufacturing
• 3rd Quarter 2006 Outlook
• 2006 YTD vs. 2005 YTD
• Outlook 2006
(Released April 2006)

Cline Group 1st Quarter 2006 Diving Industry Panel Study
• Dive Retailers
• Independent Instructors
• Travel & Manufacturing
• 2nd Quarter 2006 Outlook
• 2006 YTD vs. 2005 YTD
• Outlook 2006
(Released April 2006)

Cline Group 4th Quarter 2005 Diving Industry Panel Study
• Dive Retailers
• Independent Instructors
• Travel & Manufacturing
• 4th Quarter 2005 Outlook
• 2005 YTD vs. 2004 YTD
• Outlook 2006
(Released April 2006)

Cline Group 2nd Quarter 2005 Diving Industry Panel Study
• Dive Retailers
• Independent Instructors
• Travel & Manufacturing
• 3rd Quarter 2005 Outlook
• 2005 YTD vs. 2004 YTD
• Outlook 2006
(Released July 2005)

Cline Group 4th Quarter 2004 Diving Industry Panel Study
• Dive Retailers
• Independent Instructors
• Travel & Manufacturing
• 1st Quarter 2005 Outlook
• 2004 YTD vs. 2003 YTD
• Outlook 2005
(Released Mar. 2005)

Cline Group 3rd Quarter 2004 Diving Industry Panel Study
• Dive Retailers
• Independent Instructors
• Travel & Manufacturing
• 4th Quarter 2004 Outlook
• 2004 YTD vs. 2003 YTD
• Outlook 2005
(Released Nov. 2004)

DEMA Report 1: 6/04 DEMA Show 2004 Retailer Study
• Attendance Habits
• Show Attendance Motivations
(Released June 2004)

DEMA Report #2: 8/04 DEMA Show 2004 Retailer Study
• Show Activities
• Show Related Expenditures
• Suggestions for Manufacturers and Travel Destinations
(Released August 2004)

Report 2: Diving Manufacturer and Travel Industry Retailer Study
• Retail Purchasing Habits
• Total Dive Industry Sales Projections
(Released October 1993, Updated July 1995)

Report 3: Diving Industry Consumer Study
• Manufacturing brands and Perceptions Study
• Dive Travel Psychographics Study
• Diver Activity Perceptions Study
(Released December 1997)

Additional Studies and Information:

These studies form the industry's first and only benchmark for independent consumer and industry research. With the exception of the DEMA 2004 study, the other two reports are aging. However, little has changed that drastically affects the data. With the exception of growth rates and the Internet, booking methods, consumer demographics and travel motivation have changed little in the past 10 years.

Summary data: All data is for the U.S. Market.

All the data sources are quoted and also William Cline of the Cline Group.

Furthermore, DEMA, the industry trade association, has these resources available as well:

Certification Census 2005, Quarters 1 & 2: http://www.dema.org/associations/1017/files/CertCensus2005-Q1-Q21.ppt
This report consists of an entry-level certified diver count, compiled from NAUI, PADI, SDI and SSI Certified Diver Files for the 1st and 2nd quarters of 2005.

Certification Census 2004: http://www.dema.org/associations/1017/files/CertCensus-2004.ppt
This report consists of an entry-level certified diver count, compiled from NAUI, PADI, SDI and SSI Certified Diver Files for the 2004 calendar year.

Certification Census 2003: http://www.dema.org/associations/1017/files/CertCensus-2003.ppt
This report consists of an entry-level certified diver count, compiled from NAUI, PADI, SDI and SSI Certified Diver Files for the 2003 calendar year.

Distribution Study 2000: http://www.dema.org/associations/1017/files/MarketResearch-DistributionStudy2000.pdf
For DEMA by Leisure Trends: Distribution Study 2000, this report provides a detailed overview of activity in the various segments of the scuba diving industry. Summary figures for each area of the market are included.

Sports Equipment Expenditures in 1999: http://www.dema.org/associations/1017/files/MarketResearch-SportsEquipmentExpenditures1999.pdf
For NSGA by NPD: This is a report on the number of individuals, seven years of age or older, who participate in each of 26 different sports. Provides estimates on total equipment dollar expenditures for each sport. Reports generated by gender, age, race, education, household income, market size, census regions and frequency of participation.

Sports Participation in 1999: http://www.dema.org/associations/1017/files/MarketResearch-SportsParticipation1999.pdf
For NSGA by NPD: This is a breakdown of people who participated in scuba and/or snorkeling in 1999. Broken down by age, gender, education, income, race, states and frequency (# of times).

Sports Equipment Expenditures in 1998: http://www.dema.org/associations/1017/files/MarketResearch-SportsEquipmentExpenditures1998.pdf
For NSGA by NPD; This is a report on the number of individuals, seven years of age or older, who participate in each of 21 different sports. Provides estimates on total equipment dollar expenditures for each sport. Reports generated by gender, age, race, education, household income, market size, census regions and frequency of participation.

Sports Participation in 1998: http://www.dema.org/associations/1017/files/MarketResearch-SportsParticipation1998.pdf
For DEMA by NPD: This is a breakdown of people who participated in scuba and/or snorkeling. Broken down by age, gender, education, income, regions, states, and frequency (# of times).

Track on Scuba I, 1998: http://www.dema.org/associations/1017/files/MarketResearch-TrackScuba%20Diving1998-PartI.pdf
For DEMA by Leisure Trends: This is a detailed report outlining the different segments of the market and their participation in scuba. The report provides information on sources of sports info, internet use, participation in recreation activities, water sport participation, attitudes about water activities and demographics for the following market segments: Aware segments: participants, disenchanted, potential and neglected Unawares: barren and neglected.

Track on Scuba II, 1998: http://www.dema.org/associations/1017/files/MarketResearch-TrackScubaDiving1998-Part%20II.pdf
For DEMA by Leisure Trends: This is the 2nd edition of the Track on Scuba Diving Report

Sports Equipment Expenditures in 1997: http://www.dema.org/associations/1017/files/MarketResearch-SportsEquipmentExpenditures1997.pdf
For NSGA by NPD; This is a report on the number of individuals, seven years of age or older, who participate in each of 21 different sports. Provides estimates on total equipment dollar expenditures for each sport. Reports generated by gender, age, race, education, household income, market size, census regions and frequency of participation.

Sports Participation in 1997
Part 1 of 2: http://www.dema.org/associations/1017/files/MarketResearch-SportsParticipation1997-SeriesII-Part1of2.pdf
Part 2 of 2: http://www.dema.org/associations/1017/files/MarketResearch-SportsParticipation1997-SeriesII-Part2of2.pdf
For NSGA by NPD: This measures the number of individuals, seven years of age or older, who have participated in each of 29 different sports within the previous year. Broken down by gender, age, education, income, region and race.

Sports Participation in 1996: http://www.dema.org/associations/1017/files/MarketResearch-SportsParticipation1996.pdf
For DEMA by NPD: This is a breakdown of people who participated in scuba and/or snorkeling and equipment expenditures (amount of money only) in 1996. Broken down by age, gender, education, income, race, regions, states, and frequency (# of times). Also provides correlation tables providing what other sports those people surveyed participated in.

Lastly, PADI, the world's largest training agency, offers a variety of stats on their certifications:

http://www.padi.com/english/common/padi/statistics/14.asp

As of 2006, their U.S.A. marketshare is estimated at about 56% of the market. So they are a good indicator of the US as a whole. Elsewhere the stats represent smaller marketshares.

Data collected and reported by above sources complied by William Cline.