Diving Equipment & Marketing Association

Overview

The Diving Equipment & Marketing Association (DEMA) is a U.S.-based nonprofit organization focused on promoting the advancement and growth of the diving industry. As a trade association, DEMA is dedicated to enhancing the business environment for its members by facilitating networking opportunities, offering market research, and organizing significant events like the DEMA Show.

Purpose and Mission

DEMA's mission is to promote recreational scuba diving and snorkeling activities. The organization aims to increase participation in these sports through various marketing campaigns and initiatives. A key example of this effort is the "Be A Diver" campaign, which targets new and lapsed divers, encouraging them to engage with diving activities and increase their involvement in the industry.

Activities and Events

DEMA Show

The DEMA Show is the association's flagship event and the largest trade-only gathering in the diving, action water sports, and travel industries. It provides a platform for professionals to network, explore new products, and engage in educational sessions. The show offers valuable opportunities for businesses to enhance their operations and engage in industry-wide discussions.

Marketing Initiatives

DEMA offers a range of marketing materials to its members, including promotional materials and advertising campaigns designed to appeal to a broad audience. These resources help members leverage national advertising efforts for their local businesses.

Structure

DEMA is structured to serve its members, who include manufacturers, retailers, publications, and other industry-related entities. The organization is funded through membership dues and sponsorships.

Impact

DEMA's activities contribute to the overall growth and health of the diving industry by fostering collaboration and innovation among its members. The association's advocacy and public policy efforts also address issues affecting the industry, such as environmental and legislative concerns.

History

Founded with a focus on the scuba diving and snorkeling industry, DEMA has evolved to include support for related industries like action water sports and travel. The association continues to evolve its strategies to meet the changing needs of the industry and its members.

Membership Benefits

• Networking Opportunities: Members benefit from connecting with other industry professionals at events like the DEMA Show.
• Market Research and Materials: DEMA provides access to research-based marketing materials and campaigns to help businesses grow.
• Public Policy Support: The association advocates for industry interests in public policy matters.

Overall, DEMA plays a critical role in shaping the future of the diving industry through its advocacy, marketing efforts, and community engagement.