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DEMA Gets Introspective

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DEMA Show Keynote Session

On April 24th and 25th, Diving Industry leaders representing DEMA’s five stakeholder groups, the DEMA Board of Directors, and the DEMA Staff met in San Diego, California for a Strategic Learning Session. The two-day session, led by Jeff De Cagna, Chief Strategist of Principled Innovation LLC, was designed to use the knowledge of the Industry leaders present to address significant concerns and ensure that both the Association and Industry thrive in the future.  Those in attendance included:

Industry Stakeholders:
  • Don Rockwell, Aqua Lung
  • Sid Stovall, Ascuba Venture, Inc.
  • Mike Hollis, American Underwater Products
  • Tim Webb, Caradonna Dive Adventures
  • Dan Orr, Dan Orr Consulting
  • Mark Young, Dive Training Magazine
  • Dean Garraffa, Huish Outdoors
  • Denise Cable, Independent Consultant
  • Richard Mitsoda, Maduro Dive Fanta-Seas
  • Mike Lever, Nautilus Explorer
  • Drew Richardson, PADI Worldwide
  • Julie Andersen, Consultant, Scubapro
  • Doug McNeese, Scuba Schools International
  • Karin Sahm, Sunset House
DEMA Board Members:
  • Scott Daley, Body Glove International
  • Bonnie Borkin, Bonnier Corporation – Sport Diver and Scuba Diving
  • William Cline, Cline Group Advertising, Inc.
  • Werner Kurn, Ocean Enterprises, Inc.
  • Jeff Nadler, PADI Americas
  • Jenny Collister, Reef & Rainforest Dive & Adventure Travel
  • Tom Leaird, Scuba Educators/PDIC International
  • Stuart Cove, Stuart Cove’s Dive Bahamas
  • Darcy Kieran, Total Diving-Montreal Scuba
  • Stephen Ashmore, TUSA
The group was challenged to address a variety of Industry and Association issues and brainstorm the plausible future direction of the Association, as well as how DEMA can have a positive impact on the Diving Industry. Using the concept of flipping Industry “orthodoxies,” which may be hindering the Association and Industry and preventing effective collaboration, the group identified key problems and brainstormed ways to address these challenges.   “Orthodoxies” are beliefs or ways of thinking that are generally accepted as truth, regardless of how accurate they may actually be.

Participants discussed many different beliefs and “truths,” and four main orthodoxies emerged as highly influential on the progress of the Association:
  • DEMA is just the Show and creates no other value for the Industry
  • DEMA is an “old boys club”
  • DEMA is highly influenced by larger Members/stakeholders to the detriment of other Industry participants and
  • The DEMA Board takes no risks on behalf of the Industry and cares only about itself
These orthodoxies were discussed in detail along with the group’s recommendations for how DEMA and the Industry can move forward together to build trust and collaborate for Industry growth and success.  “More important than identifying these orthodoxies is the understanding that DEMA needs to make structural and other changes that help build value for DEMA Members and Industry participants,” said Tom Ingram, DEMA Executive Director.  “By identifying these orthodoxies, it becomes possible to overcome them when they are not true and positively impact problems that do exist.”
DEMA employed a graphic recorder to capture the key ideas from the learning sessions in a visual format.  Lucinda Levine of INKquiry provided the group with real-time illustrations of the Strategy Session conversations.  These graphics were aimed to help with participants’ comprehension and retention and make the information that was shared easily accessible to the Industry.
Incorporating strategic recommendations from De Cagna, as well as from members of the Industry, will be an ongoing job for the DEMA Board and staff.  The DEMA Board of Directors will meet in June to further discuss the topics raised during the Strategy Session as well as the recommendations provided by the strategy consultant, De Cagna.
 
If you have any questions about the strategy session you can contact DEMA by emailing them at info@dema.org.

Gear News

New from Fourth Element: the RF2 free diving wetsuit

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The team at fourth element have introduced their latest freediving wetsuit, the RF2. Streamlined and high-performance, this two piece 6/5/4/mm suit has been developed for freedivers who want to enjoy maximum freedom and ultimate warmth.

Lined outer panels around the core, arms and legs provide durability, a Glideskin across the shoulders and the hood maximises hydrodynamics. This hybrid freediving wetsuit offers cool and cold water freedivers the freedom to explore their limits in comfort.

Director of fourth element, Paul Strike said, “We’ve designed this suit with the consultation of professional freedivers, instructors and with the knowledge of freedive suit specialists. The RF2 brings together fourth element’s knowledge of thermal protection with freediving expertise at the top of the sport to create a high performance recreational suit.”

The suit is both comfortable and practical, being more durable than traditional smoothskin suits whilst retaining excellent stretch and form fitting design. The inner of the suit has a smooth cell Metalite coating; this provides extra warmth retention and is more robust than traditional open cell.

Daan Verhoeven, Freediving Cameraman said, “The RF2 is possibly the best off-the peg suit I’ve ever tried. As soon as I got in the water, I instantly forgot the suit. I was just comfortable and could move without anything pinching or water coming in.”

Features

  • Streamline cut optimising glide
  • 5mm comfort, flexibility and warmth
  • Open cell interior, lined exterior
  • Smoothskin outer hood and shoulders for extra hydrodynamics
  • Beavertail closure
  • Supratex seat panel for extra durability

RF2 Hooded Jacket and Leggings are available in sizes S – XL.

RF2 Hooded Jacket 6/5/4mm RRP: £229.95 GBP / €275.00 EUR

RF2 Leggings 5/4mm RRP: £149.95 / €179.00 EUR

Find out more at www.fourthelement.com

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Marine Life & Conservation

Parineeti Chopra teams up with PADI to create Ocean Change

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PADI® is thrilled to announce an exceptional PADI AmbassaDiver™: Indian actress, singer and PADI Advanced Open Water Diver Parineeti Chopra.

“A PADI AmbassaDiver is someone who is passionate about using their force for good to encourage others to protect our blue planet,” says Kristin Valette Wirth, Chief Brand and Membership Officer. “We could not have found a more respected and authentic partner as Ms. Chopra, a long time ocean lover, to advance our shared mission of saving the ocean. She is unmatched as a shining example of how to protect what you love – and inspire others to do the same.”

Chopra, who has always loved the ocean, experienced the magic beneath the surface in 2013 when she took her first breath underwater in Bali. As soon as she surfaced from that dive, she was hooked – and protecting the ocean became very personal for her, receiving her PADI Open Water Diver certification later that year in Palau. Since then, she has inspired others around the world, from her family and friends to fans in India– to try scuba diving so they can join her in seeking adventure and saving the ocean.

“The first time I came up to the surface after diving, I was crying because it was such a life-changing experience,” says Ms. Chopra. “It is now something I can’t live without. I make sure I do a diving trip every three months despite my work schedule because it is my form of meditation. And it is the place I am immensely passionate about protecting.”

“We are all equal underwater and all speak the same language. Over the years I have seen the changes that have taken place beneath the surface. During my time as a brand ambassador for Tourism Australia, I witnessed the bleaching and damage that has occurred to the Great Barrier Reef.  I was so sad to see this and am now committed to being a diver with a purpose. I have also seen first-hand how marine reserves, like the ones in Sipadan, Malaysia and Palau, prove how valuable marine protected areas are. As a PADI Diver, I want to make sure that our entire blue planet gets the protection it deserves.” continues Ms. Chopra.

With over 67 million social media followers and having recently starred in the Netflix movie The Girl on the Train, Chopra joins an elite group of celebrity influencers determined to take personal action and create real change for healthier oceans. Spending nearly all her free time diving around the world, Chopra shares her love for the ocean with her fans, as diving is an important part of her life that allows her to return to nature and reset. She will work with PADI to encourage others to experience the beautiful world underwater as PADI Divers and join her in helping to achieve balance between humanity and the ocean.

“PADI created the AmbassaDiver programmeme to support extraordinary divers who dedicate their lives to illuminating the path that leads from curiosity, exploration, and discovery to understanding, stewardship and action. Ms. Chopra is playing a very important role in ocean conservation, lighting the way for others to become divers themselves and mobilising communities worldwide to seek adventure and save the ocean with her,” continues Valette Wirth.

Ms. Chopra has big plans for 2022 – including becoming a real-life PADI Mermaid and taking part in citizen science projects during her dive trips around the world. Follow Chopra’s dive adventures, projects and hands-on conservation efforts with PADI on her Instagram, Facebook and Twitter.

To learn more about Chopra and the rest of the PADI AmbassaDiver team visit www.padi.com/ambassadivers.

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Competitions

A luxurious dive resort in the heart of Lembeh Strait. Enjoy refined services while exploring the rich waters of Indonesia.

The resort is nestled around an ocean front deck and swimming-pool (with pool-bar) which is the perfect place to enjoy a sundowner cocktail at the end of a busy day of critter-diving.

All accommodation is full board and includes three sumptuous meals a day. Breakfast and lunch are buffet meals and in the evening dining is a la carte.

Book and stay before the end of June and benefit from no single supplements in all room types!

Booking deadline: Subject to availability – book and stay before end of June 2022

Call Diverse Travel on 01473 852002 or email info@diversetravel.co.uk.

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