September 2025 | Level UP Podcast

Get ready for the DEMA Show with the Level Up Podcast from Scuba Diving Industry Magazine. Host Greg “The Divemaster” and a panel of industry leaders share that Marketing Minutes will be filmed live at the show, and highlight our October issue dropping October 27. We open with heartfelt tributes to Jerry Beaty and Michael Menduno, then move into timely guidance for dive pros: Cathryn Castle Garcia explains how to build a revenue-focused marketing map; Dan Orr clarifies when it’s appropriate to skip a safety stop and why it’s a “safety” stop, not a mandatory one; Gil Zeimer spotlights the Blue Friday movement to go diving the day after Thanksgiving; and Jeff Cinciripino shows how to use the DEMA Show app to plan your schedule and exhibitor meetings.

⏱️ Timestamps

0:00 – Intro: Latest trends in dive retail, travel, and training

0:50 – Remembering Jerry Beaty: Stories and legacy from Neil Watson and friends

5:55 – Remembering Michael Menduno: AquaCorps, tech diving, and impact on the industry

13:05 – DEMA preview: Booth 935, live Marketing Minutes, and October issue details

15:27 – Cathryn Castle: How to build a money-making marketing map

19:02 – Dan Orr: When it’s safe to skip a safety stop

22:00 – Gil Zeimer: Blue Friday movement gains global momentum

25:40 – Jeff Cinciripino: Must-use features of the DEMA Show app

31:11 – David Prichard & Lily Mak: How to book dive travel appointments and secure show specials

35:00 – Tips for new retailers: Planning ahead and coming prepared

35:28 – Shelli Hendricks, Ph.D.: 10 characteristics of great dive industry leaders

42:16 – Tec Clark: Top 10 reasons to attend the DEMA Show

49:24 – Publisher’s perspective: Building stronger relationships with sales reps

50:08 – Gretchen Ashton: Adding ScubaFit and group fitness to your dive shop

55:04 – ScubaFit certification and global instructor directory

56:01 – ISDHF all-women inductee class and honoring early pioneers

59:27 – Looking ahead: Next month’s features and new articles

1:00:50 – DEMA Show events, giveaways, and daily warm-ups

1:01:33 – Closing thoughts and wrap-up

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