Sport Diver magazine and PADI

Sport Diver has one core mission: To keep scuba divers diving. The magazine, based in Orlando, Florida, aims to entertain, inspire, instruct, and motivate divers within the diving community while continuing to encourage other people to join. It also happens to be the official publication of the PADI Diving Society. PADI (Professional Association of Diving Instructors), is the world's leading scuba diving certification agency where people can learn both how to dive and continue improving their diving skills.

"We manage the activities of the PADI Diving Society and member benefits which include travel discounts, equipment discounts, society trips and events and Sport Diver magazine," says Sport Diver vice president of publishing, Dave Freygang. "Sport Diver is recognized as the primary benefit of the Society and typically, 13-15 percent of these newly certified divers convert and become members of the PADI Diving Society." Sport Diver is also the contract publisher to PADI's The Undersea Journal, which is sent to professional dive instructors and shops. "Sport Diver is the only consumer magazine representing The PADI Diving Society," says Freygang.

Sport Diver, not to be confused with sister magazine Scuba Diving Magazine, focuses on the newly certified diver and young people who are interested in diving, whereas Scuba is for the more experienced diver. Or, as Freygang says, "Our motto is 'Love to Dive.' Scuba's motto is 'Live to Dive.'"

But Sport Diver is more than just a magazine. The company in association with PADI and Body Glove, recently finished its second feature film called Drop Zone Fiji, aimed at attracting a young audience to the sport. The film has succeeded in what it aimed to do: garnering interest – and revenue.

Ty Sawyer, Sport Diver's editorial director, was recently named Diver of the Year by Beneath the Sea, the largest consumer scuba dive show in North America. "The recipient must have contributed to scuba diving in at least one of four categories:  arts, science and environment, sports and education or distinguished service," says Freygang. "Past award winners include Jean-Michel Cousteau, David Doubilet, James Cameron and Lloyd Bridges."

Being a niche magazine has its challenges, however. "Diving participation is on the decline," says Freygang. "Over the past 10 years, the activity has seen a 30 percent drop in annual certifications." "We recently reduced our rate base from 200,000 to 175,000 as a result of this," says Freygang. But even with the drop in participation, Sport Diver still continues to be the No. 1 diving magazine in the world. "When we started we were No. 11 out of 11 other publications and losing a significant amount of money," says Freygang. "Through the years we have assembled the best staff in the business, staying focused on producing the best product and providing the best return on investment for our marketing partners. I'm most proud that from our humble beginnings we have become the No. 1 dive magazine in the world."