New dive shop in lakeville

[eric myers]

Okay, Gander Mountain is flirting with bankruptcy again and some marketing genius at GM came up with the “let’s sell dive equipment” idea?

You know who they are trying to “cash in on” right?

Those baby-boomers who are staring retirement in the face (within 5 years) who promised themselves they would, “travel more, live better, and return to more all-about-me-attitude after the kids go off to college. They swore to themselves that they weren’t going to let retirement slow them down like it did their parents but they just haven’t put their game plan together just yet.

So they find themselves wandering the aisles of their favorite toy store for grown ups and SCUBA jumps out at them. They remember that they have a C-Card from 1960 or 1970’s and causally ask the sales associate (yeah they are hiring, see their website) if their card is still good. Empowered by the smiling associate that reassures them that it never expires they drop $500-$3000 on new equipment and next thing you know they are on a plane to AnywhereWarmerThenHereNearWater or are showing up at local dive events without a single dive in say 30 years or more. Rest assured they will at least be “that diver,” if not worse.

Not a bad game plan for GM, baby-boomers have all the money and they are largest in population of all available generations. GM doesn’t have to worry about the repeat customer in this scenario, they are just big and their business depends on a larger volume of customers rather a smaller more motivated consumer base, like those shopping at local shops. Of course, if it doesn’t work out or show profits they can scrap it easily because it looks like the are only piloting the program at specific stores in key markets.

My advice to divers everywhere…check you new buddy’s log book don’t just trust their word. Be cautious when you see a diver show up with all brand new gear yet they still seem to fumble.

My advice to small dive shop owners…take care of your existing customers and take care of the customer that brings something in from GM for service, repair, or otherwise.  Showing a GM equipment owner that you are available and can service their equipment efficiently may just be enough to gain yourself a customer who is willing to convert. It would be a mistake to swear off anyone who walked in with GM gear, even though it definitely sticks in your craw. Of course with that said, there will always be the bargain shopper.

Hey, did anyone complain about the Internet Dive Industry lately?