SSI Joins Head/Mares
The other day Head, who owns the Mares diving equipment brand, announced they have reached an agreement to acquire Scuba Schools International (SSI). The effective date will be 1 January,2014. SSI will be acquired by the Mares Brand. Most of the press release was the standard rah rah we are the greatest type of stuff that corporations use when making announcements. There were a few sentences that seem to be place there to insure no one felt threaten by the announcement. First it was stated that SSI will continue to work with all manufacturers and from the other viewpoint, that mares will continue to work with all training agencies. That just seem to be a statement meant to calm the competition.
I was asked, what did I think this acquisition would mean in the long run. The simple question got my retired business consultant side of my brain thinking and I started to do some research and look at the press release again. Let me make my disclaimer, these are my viewpoints and I have no connections to either of the organizations to gather inside information. As I re-read the press release on the Mares website near the bottom was a few interesting statements. Quoting from the site “ What can be expected is unequaled business support for dive centers and dive professionals. This will remain the pillar of both businesses ”. The next sentence made me check my dictionary for additional meanings, “Bringing these 2 companies together represents a huge paradigm shift for the diving industry and a tremendous growth opportunity”. The first thing it made me realizes is that they need a new writer for the press releases. Numbers under ten are spelled out, and according to the Oxford dictionary A paradigm shift is a fundamental change in approach or underlying assumptions. So there no such thing as a huge paradigm shift. Of course they could be using the Urban dictionary definition which is “ A change to anything being described by a person who likes to use buzzwords.” All joking aside, they seem to believe that the merger will greatly enhance both companies ability to support its customers who are other businesses. The new tag line is: Welcome to a new direction, SSI/MARES, ”Where your Business Comes First”.
SSI is definitely an established organization being more that 40 years old is combining with Mares who is over 60 years old. SSI is considered the fastest growing agencies over the last few years, but is still far from number one. Mares mentions in the press release that they are in the top three manufacturers of dive equipment, so in other words they are third largest. The question becomes what sets SSI above the others in the eyes of Head/Mares. Other articles on this website have discussed the different training agencies and their programs. However, those articles are written from a consumers point of view and how the training relates to them. Since PADI is the largest organization, it would serve well to use them as a...