Don't Get Ripped Off On Scuba Equipment

Scuba equipment is shiny, cool looking, and alluring.  It is fun to buy, own and use, but remember to save some of your diving dollars for improving your skills, traveling to incredible dive destinations and of course your children's college, and your retirement!

Never pay full retail price for scuba stuff and use extreme caution when buying gear or you will pay too much. Don't be fooled into thinking your buddy at the dive shop or instructor in the pool knows nothing about slick marketing techniques. They are dive equipment marketing experts. Learning how to sell dive equipment is required training for dive professionals. Most likely the person behind the counter has been to dozens of Diving Equipment & Marketing Association (DEMA) trade shows and has been lobbied by every manufacturer of scuba gear and services on the planet to sell their stuff. Often these are held in Las Vegas, Orlando or other great destinations and are for the insiders only, not the general public. Equipment manufacturers hold after hour socials, raffle products, and find other ways to push their wares on equipment dealers at these trade shows. Your instructor/ salesperson has attended dozens or perhaps hundreds of sales seminars, meetings, webinars, both required and voluntary. Diving, like all business, is sophisticated and like a slot machine at a Las Vegas casino during a DEMA show, the odds are stacked against you.  Adding to complexity of the business are retail marketing associations, which basically exist to set standards to keep prices and profits high. Manufacturers themselves also keep prices and profits high "protecting the brand" by setting rules, requirements, and penalties for their dealers. Luckily for the consumer the internet has weakened the grip of retail marketing associations and the playing field is somewhat more level. 

The equipment dealer knows far more than you do- trust me. Diving can often feel like buying a new car from a veteran salesman or a multi-level marketing scam. There are gimmicks, packages, warnings, half truths, stories, kickbacks, incentives, middlemen, peer pressure, and “club meetings” specifically designed to sell products.

Examples to be aware of:

• “Do you want to skimp on life support equipment?”
• You must own your own equipment because…
• You can't buy used because...
• You can't buy online because...
• You won't be able to get service...
• You must train with the same training agency/shop.
• The other guy's brand is bad because...
• Buy this gear and training is “free” or reduced.
• “Free” parts for life if you buy this $2000 scuba system and pay $120 for annual service for the rest of your life.
• Diving as as multi-level marketing scheme- you unwittingly become the salesperson to your friends...
• “Club meetings” about fancy equipment, training and travel, held in a retail space surrounded by fancy equipment, dive trainers, and travel specialists!  

This last one really cracks me up.  If your "dive club" meets in a retail dive store, it is probably not yours nor is it a club.  It is a dive equipment, training, and dive travel marketing gimmick not a dive club!  Amazingly, some of these even require dues to be a member!  There will be shills in the audience ready to sell whatever the presenter is selling. Soon you may find out you become one of the shills.

Scuba diving is amazing and fun. Smart providers that are honest, work hard, and have a reasonable business plan should be able to earn a living, but please keep scuba instructors, shops, manufacturers, travel providers and resorts honest and reasonable.  Expect honesty, good products and services at fair prices.