San Diego, CA (March 24, 2008) the Diving Equipment & Marketing Association (DEMA), Together

KEY INDUSTRY BENCHMARK FOR 2007 ANNOUNCED: DEMA REPORTS 2007 OPEN WATER DIVER CERTIFICATION CENSUS DATA

San Diego, CA – (March 24, 2008) – A key Diving Industry benchmark released today by the Diving Equipment and Marketing Association (DEMA) indicates that Open Water level certifications in the US and US territories fell only about 1.4% overall as measured from 2006, in spite of volatility and uncertainty in the overall US economy. The census revealed that 160,249 divers were certified at the Open Water level in 2007. According to Tom Ingram, Executive Director of DEMA, “By industry estimates, this benchmark figure represents more than $214 million in sales of equipment, educational products, travel and other categories from newly certified divers in the US - without taking into account sales of travel and equipment purchases made by active, previously-certified divers. DEMA and the industry benefit from the US Certification Census because it provides an irrefutable figure to indicate stability, growth, or decline of the number of new divers certified – customers that are so vital to so many industry stakeholders.” Ingram went on to emphasize, “The industry also needs this important benchmark in order to gauge the effectiveness of the Be A Diver campaign. Our goal with Be A Diver is to increase the number of new, Open Water diver certifications by 10% over a two-year period. Since the campaign begins at the consumer level in 2008, the 2007 number is critical as our initial point of reference.” Between the promotional campaign and the retailer and resort locator on the Be A Diver website, DEMA looks forward to helping retailers, and other stakeholders who participate with the Be A Diver program, increase the numbers of new divers and subsequently, increase gross sales in each industry stakeholder group. A 10% increase in new divers will generate more than $21 million in added sales. In order to achieve this goal, DEMA retailers are encouraged to participate in the Be A Diver campaign by incorporating elements of the promotional guide into their current and planned marketing efforts. The Open Water diver certification data is collected and secured quarterly from participating training organizations by a third party research firm. The firm then de-duplicates the files and the final, de-duplicated count is verified in writing by each reporting training organization. Once verified, the data is reported to the DEMA office in aggregate. No one, not even DEMA, sees the data from individual organizations, and the research company is under contract to maintain the integrity and confidentiality of the individual organization data. The complete report is available by clicking here or visiting www.dema.org and clicking on Resources/Market Research. State by state data can also be accessed by DEMA Members by visiting the Members Only area of www.dema.org. “DEMA would like to thank PADI, SDI and SSI, whose cooperation was vital in this effort,” said Tom Ingram. “Additionally, DEMA also wishes to extend thanks to the DEMA Board of Directors for its ongoing support of this important project.” DEMA, the Diving Equipment & Marketing Association, is an international organization dedicated to the promotion and growth of the recreational scuba diving and snorkeling industry. With more than 1,600 members, this non-profit, global organization promotes scuba diving through many initiatives including consumer awareness programs, media campaigns and sponsorship of the DEMA Show, a trade event open only to companies doing business in the scuba diving, action water sports and adventure/dive travel industries. DEMA Show 2008 will take place October 22-25, 2008 in Las Vegas, NV. For more information on DEMA Show 2008 visit www.demashow.com. For more information on DEMA, call 858-616-6408 or visit www.dema.org.

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