Monday, November 2, 2009

Drop Zone: Dive-In ™ – Inspiring the Next Generation of Divers

Exciting New Program to Stimulate the Dive Business

Redondo Beach, CA – 1 November 2009 – “Drop Zone: Dive-In” ™ makes its official launch at Believe! the PADI pre-show event at the opening of the Dive Equipment Marketing Association (DEMA) tradeshow. Drop Zone: Dive-In is a groundbreaking step-by-step guide to attracting Generation X and Y to scuba diving and into dive retailers.

Body Glove, PADI, Sport Diver and Transworld SURF partnered to create the wildly successful, and award winning documentary Drop Zone: Tahiti, which premiered at the Hard Rock Hotel during DEMA 2008. The movie is based on the travels of 3 young pro surfers, Holly Beck, Alex Gray and Cheyne Magnusson, who toured the globe in search of what lie above and below the oceans surface. “Drop Zone: Dive-In” builds on the foundation of Drop Zone: Tahiti and brings to life marketing and retail strategies designed for Dive Shop Owners to attract Generation X and Y. The mission of “Drop Zone: Dive-In” is simple, inspire new young divers and keep divers diving!

“We believe the Drop Zone Dive In program has the potential to help spur growth in the diving industry by ‘young-ing up’ its image, which will attract new divers of all ages,” said Russ Lesser, President of Body Glove International, “Body Glove is proud to have helped develop the concept by teaching our young professional surfers to become divers also. We hope this program benefits all aspects of the industry, including retailers, manufacturers, instructors, the travel industry, and more.”

The “Drop Zone: Dive-In” program helps dive retailers demystify diving for novices, young-up the sport and gets existing divers into your shop to buy more products. Learn how adding new product categories and introducing easy marketing initiatives can bring in a whole new age group to your shop and increase store revenues. Discover the use of social networking and environmental initiatives as tools to stir activity in Generation X and Y.

To learn about specific program details attend a “Drop Zone: Dive-In” Mini – Seminar at DEMA on:
November 5, 2009 11am – 12pm, Room S-220C
November 6, 2009 10am- 11am, Room S220 AB

For more information on the “Drop Zone: Dive-In” program go to and visit the Believe! seminar at DEMA on Tuesday, November 3, 2009 from 1 – 7 pm. Be sure to stop by the Body Glove, PADI, and Sport Diver booths at DEMA to speak to representatives about the program and sign up.

For more information on “Drop Zone: Dive-In” partners go to:
Body Glove –
Sport Diver Magazine –
Transworld Surf –

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