American Underwater Products had yet another successful DEMA Show this year.  In Orlando, Florida from November 2-5 we showcased walls filled with new and innovative products.  Our booth was continuously buzzing with excited onlookers and Dealers.  We also lined up back-to-back seminars throughout each day for attendees who got to see first-hand our new programs, products and services.


The American Underwater Products Booth at DEMA Show: Oceanic, AERIS, Hollis, Lavacore and OceanPro were all well represented at our booth.  The booth was staffed by our Sales Representatives, International Distributors and Affiliates and company Management.  With a constant flow of attendees and buyers going through the exhibit, AUP had easily one of the busiest booths at the show .

Technical Service Seminars at DEMA Show: We held 7 Technical Service Seminars and drew in over 200 participants for the second year in a row. The full Equipment Technician Seminars and the Updates were very popular for Oceanic, AERIS and Hollis.  Several seminars were booked completely full.

Marketing & Sales Seminars at DEMA Show: We held 21 Sales and Marketing Seminars and drew in more than 350 attendees. We were especially happy to see so many Oceanic, AERIS and Hollis Dealers and distributors attend the Buyers Programs and Distributor Product Reviews. This type of presentation is the most efficient way to reach our Dealer and Distributor Base.

One of AUP’s newer brands, Lavacore, was hot as ever and people couldn’t wait to get their hands on it. We talked about Lavacore’s amazing thermal properties and comfort – either on its own or in addition to neoprene.

Doug Krause made understanding Dual Algorithm Technology a simple process. Attendees of the Dual Algorithm seminars are now clear on the advantages of our dual algorithm options in Oceanic and AERIS personal dive computers.

Alberto Mantovani was back by popular demand and went through the process of using the Oceanic and AERIS Computer simulations, online classes, mobile applications, and crash courses for open water training, rental promotions and after purchase support, designed by DiveNav.

Not just for cave divers anymore.  Master Technical Diving Instructor Jeff Loflin introduced sidemount diving to a standing-room-only audience. Jeff probably has more bottom time on the Hollis SMS100 Sidemount Harness System then most people have total dive time and we were very fortunate to have him with us at the DEMA Show. Jeff has literally written the book on sidemount diving.

Freediving Champion Martin Stepanek introduced a remarkable and growing market to the audience.  We learned about the beauty and appeal of Freediving and how this market segment can bring in new customers and spice up our bottom lines.  Martin is the freeedivers’ freediver. A 13-time Freediving World Record Holder, Martin has been to 400 feet on a single breath of air and worked with AERIS to develop the F.10 and soon-to-be-released F.11 Freediving watches.

Success Outside of the DEMA Show: When you take into consideration the number of promotions and communications we did prior to the DEMA Show, you can better understand why DEMA Show 2011 was so successful for us.  The Dealer Programs at our San Leandro Headquarters have continued to be hailed as a total success by our Dealers and HQ personnel.  Our attention to our Dealers’ needs was demonstrated by the increase in Network communications via our web sites, press releases, this Newsletter and our new Facebook/Twitter pages. And most importantly, in spite of the amount of work we were engaged in and the hectic schedules we endured, our American Underwater Products Family drew much closer together. All in all, it has been a very good year.