An established dive shop has between 500 and 2,000 past divers in its customer database. Almost none of them have heard from the shop in the past 12 months. That database is the most valuable asset most dive operators own and the one they ignore hardest.
Most dive operators set prices by looking at the shop next door. They check the website, watch TripAdvisor, then pick a price that's the same or a little lower. That mistake costs them more than they realize.
Most dive operators read the word 'guarantee' and think of mattresses on TV. The reaction is wrong. Guarantees, bonuses, and scarcity are three of the strongest signals an offer can carry.
A dive shop owner spends Tuesday morning answering booking emails. Sets up tanks at 7am Wednesday. Productive day. Almost none of that was the owner's job.
Every October the same conversation happens in every seasonal dive shop. The DMs are leaving. The default explanation is 'young people don't want to work.' It's wrong.
Your gear room is the most expensive room in your operation. It's also usually the most poorly run.
Ask a dive operator where their customers come from and the honest answer is usually 'I'm not sure.' That isn't a lead strategy. That is hope.
Two dive schools in the same UK coastal town. Same dive sites. Same agency. One charges £550 for the Open Water course. The other charges £720. Both have customers.
Most operators can quote their Open Water course price. Few can quote what it costs them. The gap between those two numbers is where the business lives. Or doesn't.