Looking Beyond the Dive Show Floor -

Looking Beyond the Dive Show Floor

Article by Chris Bustad

I recently attended Surf Expo, and I left with a renewed sense of optimism for the future of diving. Not because it was a dive show. It was not. That is precisely the point.

For years, much of the diving industry has focused inward. We attend the same events, talk to the same people, and wonder why participation numbers are flat or declining. We ask how to attract younger divers while standing in rooms filled almost entirely with people who already belong to the industry. We keep fishing in the same pond.

Going to Surf Expo was a reminder that growth rarely comes from looking inward. It comes from stepping outside of familiar spaces and meeting people where they already are.

The Foot in the Door Problem

One of the most common barriers to entry into the diving industry is not cost, fear, or even time. It is awareness. Many people simply do not know how to get their foot in the door.

They do not know where to start.
They do not know what certifications mean.
They do not know how freediving differs from scuba.
They do not know that diving can be a lifestyle rather than a once-a-year vacation activity.

Inside the diving industry, these pathways feel obvious. Outside of it, they are invisible.

Surf Expo was full of people already aligned with water culture. Surfers, paddlers, foilers, lifeguards, ocean photographers, board shapers, athletes, artists, and outdoor lifestyle brands. These are people who already love the ocean. Many already hold their breath under waves. Many already understand currents, conditions, and respect for the environment. What they often lack is exposure to diving as an accessible next step.

That gap is not solved by another dive only trade show.

A Younger Crowd With Energy

One of the most striking differences at Surf Expo was the age and energy of the crowd. It was noticeably younger, more diverse, and more enthusiastic than what we often see at traditional dive industry events. Teens and adults not riding electric scooters, but skateboards.

There was movement. There was curiosity. There were conversations that felt exploratory rather than transactional.

Younger attendees were asking questions, not just about products, but about experiences. Where can this take me. What kind of life does this support. Who else is doing this.

This is important because diving is not just a skill. It is an identity and a lifestyle. That message lands far more effectively in environments where people are already thinking about how they want to live.

The Money Myth About Younger Generations

There is a persistent myth within older generations that younger people do not have money or do not want to spend it. Surf Expo made it very clear how wrong that assumption is.

Younger people absolutely spend money. They just spend it differently.

Owning a house is not the primary milestone it once was. Neither is settling into a single long-term career path at a young age. What matters more is experience, community, and enjoyment of life now rather than later.

When younger people find something that genuinely excites them, they find a way to fund it. They work extra jobs. They freelance. They prioritize experiences over possessions. They invest in passions that give them identity and belonging.

Surfing, travel, fitness, outdoor sports, and creative pursuits are proof of this. Diving fits perfectly into that value system when it is presented in the right context.

The mistake is assuming disinterest when the real issue is lack of exposure.

Why Cross Industry Events Matter

Events like Surf Expo are not distractions from the dive industry. They are opportunities.

They allow diving to be seen alongside other ocean-based lifestyles rather than siloed away. They normalize the idea that freediving or scuba can sit comfortably next to surfing, paddling, and ocean athletics.

They also allow instructors, agencies, and brands to listen rather than preach. To learn how younger communities talk about risk, training, wellness, and purpose. To understand what language resonates and what feels outdated.

This is how new divers are created. Not by convincing people they should dive, but by showing them that diving already fits who they are.

A Shift That Needs to Happen

If the diving industry wants to grow, it needs to stop asking how to get younger people into diving and start asking where younger people already are.

They are at surf shows.
They are at fitness expos.
They are at outdoor festivals.
They are at water safety events.
They are online building communities around shared passion.

Showing up in those spaces is not marketing. It is participation.

Surf Expo reminded me that the future of diving is not waiting to be discovered inside our own echo chamber. It is already happening in parallel cultures that love the ocean just as deeply.

I’m not saying not to go to the diving industry shows, they are necessary to communicate with members, and provide opportunities for those already in the industry, as well as developing meaning conversations between industry leaders.

However, for those not in the industry, our job is to meet them there, outside the diving industry echo chamber, open the door, and make the path visible.

Because once they see it, many will walk straight through.

–Interested in Getting Started in Scuba or Freediving?–SDI is offering three FREE eLearning courses to launch your underwater journey. Simply create an account by registering at the top of the page, and all three courses will automatically appear in your profile.The Scuba Discovery and Snorkeler courses introduce you to life beneath the surface and provide the perfect first step into the world of diving.