Editorial – February 2025

The February 2025 editorial highlights the common marketing challenges faced by businesses in the recreational diving industry. It emphasizes the importance of having a clear understanding of the business’s core focus, whether it be equipment, instruction, or travel. Proper strategic planning, beginning with a solid analysis of the business’s current situation, is essential for growth and success. Many businesses struggle because they try to solve problems without fully understanding them, which can harm their effectiveness. The article encourages companies to clearly define their primary business to streamline their operations and marketing efforts.