PADI Women’s Dive Day was created to celebrate female divers and encourage more women to join our sport. The first PADI Women’s Dive Day was held in 2015, and by the second year it had doubled in participation. This year, on 15 July, thousands of divers from around the world will seek out PADI Women’s Dive Day events (and bring their friends) to share their love of the underwater world and a collective passion for diving. If you’re still not convinced you should join, here are three reasons to take part in a PADI Women’s Dive Day event:
1. Attract New Customers
Women represent half of the global population, but only earn one-third of scuba certifications issued worldwide. By comparison, about 43 percent of recreational bike riders are women and 54 percent of tennis players are women.
When you stop to think about it, the “average” female consumer is an ideal scuba diving customer.
- Women are the decision makers for 85 percent of household purchases – everything from autos to health care – and have $125 billion US annual spending power (source: Forbes).
- The Boston Globe reports that nearly two-thirds of travelers today are women and 54 percent of travelers with annual incomes of $250,000 US or more are women.
- A 2016 study revealed that women are 25-30 percent more likely than men to recommend a business to friends and family.
Through PADI Women’s Dive Day, you can expand your customer base – not just with women, but their families too. Your PADI Women’s Dive Day event might include a Bubblemaker pool party, or a Discover Scuba Diving experience at the beach.
In addition to the business reasons for bringing more women into our sport, there’s the priceless opportunity to change lives: Help a woman discover her inner mermaid, or inspire the next great ocean explorer, like Sylvia Earle.
2. Bring Inactive Divers Back to Scuba Diving
Women are also more likely than men to drop out of diving. Use PADI Women’s Dive Day as a reason to invite past customers to rekindle their passion for the underwater world and refresh their scuba skills. Offer a special on ReActivate™, or a PADI continuing education course.
Some PADI Dive Centers have found success offering child care options; consider partnering with a child care service or hiring a babysitter. Give parents a chance to go diving together, or help Mom take a breather (off a regulator) while she does a scuba review.
3. Explore New Revenue Opportunities
Ask your female divers (informally or via a short survey) how your business could help them enjoy diving more often. Make the question open-ended, but feel free to include ideas such as dive gear designed for women, youth programs, and women-only events.
How to Participate in PADI Women’s Dive Day
15 July 2017
Plan an Event
Check out some of our favorite ideas from years past, or find inspiration on our PADI Women’s Dive Day Facebook gallery.
- High Tea on the High Seas
- All-Girls Boat Charter
- Girls Night Out (night dive)
- Women-Only Discover Scuba
- MerMaids Beach and Underwater Cleanup
- Bring in a celebrity such as international heart-throb and PADI Diver Ryan Reynolds
…or at least his stand-in.
PADI Dive Centers and Resorts can post their event to the PADI Women’s Dive Day event calendar for maximum exposure. To get started, click the link to Host an Event at the top of the PADI Women’s Dive Day page, or visit the My Account section of the PADI Pros’ Site.
Individual PADI Members not affiliated with a dive center/resort are encouraged to share their event information with their regional PADI office. For PADI Americas, email firstname.lastname@example.org.
Offer a Special Throughout July
There’s no reason to limit your activities to a single day. PADI Women’s Dive Day can be celebrated all month long.
- Offer an incentive for women to try scuba or get certified during the month of July.
- Host a social activity such as a wine tasting and invite current customers to bring a female friend who isn’t a diver.
- Partner with a local nonprofit that benefits women. Offer to donate $1 for every new Like you receive on social media from 1-31 July, or offer a special discount to those who donate to the charity during the month of July.
Help Women Feel Welcome
In your store: Bring in gear, prizes and other items that appeal to female divers. Consider re-arranging the store to make it more stroller and child-friendly.
On social media: Celebrate female divers! Share pics of female divers – staff, or people from your dive club – and the stories of women featured on PADI’s blog. Promote your PADI Women’s Dive Day event using #PADIWomen and #PADIWomensDiveDay on Twitter and Instagram.
On your website: Showcase the equipment you carry for female divers, ideally with reviews by your female staff. Promote your PADI Women’s Dive Day specials and events. Visit the PADI Pros’ Site Women in Diving page to download customizable PADI Women’s Dive Day marketing materials.
During and After the Event
Take photos and encourage PADI Women’s Dive Day participants to tag their photos with #PADIWomen for a chance to be featured on PADI’s social channels.
Send a quick thank you email to staff, customers, and all the event participants. A quick “thanks for supporting women in diving” is great, but feel free to keep the momentum going. Ask, “Who wants to do this again next month?”
We celebrated the first PADI Women’s Dive Day in 2015 with 335 events. The following year, PADI Women’s Dive Day participation more than doubled, with 700 events in more than 70 countries. What’s on tap for women and diving in 2017? That’s up to you.