PADI is 'positively buoyant' as it looks to new markets
The Professional Association of Diving Instructors (PADI) issues around one million diving qualifications a year, and is setting its sights on grooming a whole new generation of divers in developing markets such as the Pacific Rim, Eastern Europe and China.
From its offices in Bristol, the team of 70 employees is responsible for every PADI diving centre in 100 countries throughout the Middle East, Africa, former USSR, UK and Ireland, Scandinavia and the Mediterranean. Its courses have already been translated into 30 different languages, making it accessible to divers from many different countries and cultures.
The business, which has the enviable position of being the international market leader in diving, has just been given Beacon status in recognition of its success and significant contribution to the diving industry. It joins nearly 200 other Beacon companies including breweries, manufacturers, leisure operators, architects and luxury food companies. The aim of the Beacon initiative, which is funded by the South West of England Regional Development Agency (RDA), is to identify and bring together companies with a proven track record of success to accelerate the spread of good business practice across the South West.
PADI is an obvious contender for Beacon status as it has played a major role in the development of European and ISO standards for diving. In addition, it has created a consistent global brand that means that it is the best recognised diving qualification in the world and bigger than all of its competitors put together!
Mark Caney, vice president for PADI and a former manager of a diving centre in Cyprus, explains how PADI has built its brand: "We have not become established in the minds of consumers around the world because we are the cheapest - in fact, we are one of the most expensive. The way we have created our following is by being rigorous about the implementation of the course. We have put enormous energy into maintaining the quality and safety of our courses and as a result our reputation has gone before us."
Sue Baker, director of Beacon South West, comments: "PADI's experience of delivering and maintaining the quality of a standardised product across numerous countries and languages means that they have a wealth of knowledge to share across the Beacon network. It is a brilliant example of a business based in the South West that has a global presence and so much expertise to offer smaller, pioneering companies."
Mark Caney of PADI concludes: "The Beacon network consists of just the sort of organisations that we would like to associate with and learn from. When I attended my first Beacon Boardroom last month, I was impressed by the calibre of business people gathered and it promises to be a place where dynamic leaders gather to share with their peers."
