The 2009 DEMA Show has come and gone, leaving a sense of optimism that seemed to be missing last year. As you may know, we went into the show with some dramas and controversies, but a positive mind-set and professionalism smothered these even as the show kicked off. PADI Members came out of the show carrying a positive attitude, which testifies to the resilience and optimistic attitude of most professionals in this sport.

As I write this, the PADI Offices are hearing very positive economic news from many sectors. Yesterday, the Wall Street Journal ran several promising articles about bookings and sales improvements in the high-end housing markets of London,New York, and Hong Kong. Big ticket, high-value items like Ferraris and Rolex watches are starting to sell again. There are several bright spots on the globe indicating people are starting to travel again. Most countries report stabilizing employment figures. 

The PADI Offices hear cautious optimism from many PADI pros. These trends are positive for our customers and our profession. If you’re reading this, you’ve probably survived the worst this global economic debacle has to throw at you – hopefully the worst you’ll see in a lifetime. You made it and you should be proud; I’ve often said that PADI Members are the industry’s most resilient professionals, and that you’re here proves it. That isn’t to say droves of people will bang down your door all through 2010. But, getting new customers should be a tad easier than it has been for the last 18 months. In mid September 2009, several global leaders announced that recession is “probably over.” Based on economists’ assertion that the recession lasted about 18 months (December 2007 through June 2009, give or take a month or two), then, depending upon what part of the world you live in, dive industry recovery should been struggling in a career we’re passionate about.

It’s worth noting that during this difficult economic crisis (as during previous downturns), the PADI organization’s individual membership expanded, and the PADI International Resort and Retailer Associations hit an all-time membership record, 6,000 retailers and resorts. Individual member growth appears to relate directly with nemployment figures. When people leave traditional jobs and when such jobs get scarce, lifestyle careers seem appealing. With soft incomes, many avid divers look for ways to make their love of diving help pay for itself. As a result, many new instructors and divemasters join the fold and enthusiastically foster diving to the masses. While the masses haven’t responded as well as we’d like over the last 14 months, historically when things turn up, so does diving.

IRRA(International resorts and retailers Association) membership grew because of new dive businesses, but also because many existing ones joined. The upside to a tough business climate is that it separates the wheat from the chaff. Business people seek the best, effective and profitable avenues, and they ditch what doesn’t work. In all territories, people joined or returned to the PADI family because they realized that no other organization brings more people in the door, facilitates the sale of equipment and travel, and assures a brighter future.

As you prepare for this recovery, remember that your customers have been conditioned to save and not spend frivolously. They’re not the same customers you had before the downturn – but they will invest in extreme value. Note that’s not the same as low prices – today’s consumers are willing to spend more if they get more bang for each buck. And, remember that your customers will be finding you and staying in touch with you through nontraditional media like your website, your Facebook page, and your daily Tweets on Twitter. Word-of-mouth marketing will be your most important weapon in getting and keeping good customers, but remember that word-of-mouth is now word-of-blog-tweet-and-text.

Those who continue to innovate and apply the lessons that carried them through the economic downturn will continue to succeed and survive. Those who expect to do business like they have in the past will say sayonara. This is why no one in this industry invests more money in building a membership and business infrastructure that supports dynamic, adaptable and organic growth than does the PADI organization. Here’s to a new and exciting year.

Sincerely,
Brian P. Cronin
Chairman and CEO

PADI Worldwide be evident about May or June 2010. Let me explain that reasoning. We know when the recession affected PADI entry level certifications, because there was a noted slow down beginning in October- November 2008. The number continued to weaken through most of 2009, then began slowly recovering in September-October. Taking into consideration employment trends in most industrialized nations along with their now expanding economies, the overall trend suggests that the summer season (Northern Hemisphere) should be a breath of fresh air for all of us who have.