Rodale’s Scuba Diving

An Interview with Rob Cairns

DACOR’s Rob Cairns has been with the company for two years. Prior to that, he worked for Mares America on the Canadian division comeback and then added U.S. troubleshooting responsibilities. He learned to dive in the Pacific Northwest and, before starting in the dive industry, worked as a marine mammal trainer, traveled, and met his future wife.     He was invited into the dive business by Fitz Wright Co. in Canada and started in sales with Sea Quest, Mares, Sunnto, Deep Sea, Aqua Seal, JBL, and others. Through other business endeavors, he has worked with kayak and outdoor manufacturers extensively. His interest in outdoors activities and wildlife has always been a staple. He lives in Westport, Connecticut and Victoria, British Columbia, with his wife and three kids.

RSD Extra: Can you give us some background about DACOR and how you operate now?

Carins: We were once a family business operating as an individual entity. Now we’re part of a manufacturing conglomerate. Our new owner has given us much great distribution power and many other things that couldn’t be achieved as a family-owned business. In fact, one of sister companies is Mares, which has provided unique opportunities in the equipment arena for both of us. DACOR is a diving equipment assembler and distributor nationally and a manufacturer, assembler, and distributor on a global level.

RSD Extra: What industry trends do you see in the coming years?

Carins: By far, travel is the key to what we make and sell, inventory-wise. The recreational diver is still our main customer and will continue to be so. Though technical divers are important to us, we’re seeing the recreational diver as pushing design for us. Hard goods continue to be specialty sales on every level. We have definitely seen a rise in rental equipment and soft goods sales.

RSD Extra: Is the Internet affecting equipment distribution and sales?

Carins: Eventually, mail order equipment may become more viable, but it’s just in its infancy. We’ve found that the net is not affecting sales directly, but that divers are using it for research and information before pursuing more traditional purchase avenues like their local dive shop. As I mentioned earlier, hard goods sales (when it comes to diving equipment) are still specialty transactions. The internet may not be the best method for actual sales in this area.

RSD Extra: What do you think the future will bring in terms of enhancing the scuba diving experience and gear.

Carins: If we knew that, we’d dominate the industry! We do continue to streamline our gear and see that as driving the future. Comfort and ease are becoming the most important thing when it comes to enhancing the diving experience through gear. We continue to strive to make it an easy leisure experience to enjoy and the streamlined equipment should make this more possible.

RSD Extra: What new products are you most excited about these days?

Carins: Our new fins, masks, and BCs have all taken advantage of new technology and divers have noticed. Again, all three areas have improved when it comes to comfort, ease, and enjoyment of the leisure experience. As our company stabilizes after recent rebuilding, inventories (and ensuing interest) are really increasing!

RSD Extra: How have equipment sales varied or changed at DACOR?

Carins: The most interesting development for me has been how the Viper line has evolved and dramatically increased in sales again. I think this definitely goes back to technology making diving easier and more comfortable. Other changes have included an increase in soft goods sales, with new designs and compatibilities. Again, the association with Mares has helped with these positive changes. I’ve found that sales can now vary because of technology, season, design changes, inventory, advertising, and much more. We can no longer simply work from an annual baseline.