Bonnier Sells 'Scuba Diving,' 'Sport Diver' To Diving Association PADI

Members of the Professional Association of Diving Instructors (PADI) will now have access to a larger array of publications as the organization integrates Bonnier Corporation’s diving media group into the company.

Effective immediately, Scuba Diving magazine, scubadiving.comSport Diver magazine, and Skin Diver magazine will operate under PADI’s ownership.



The group will undergo a six-month transition period, with staff continuing production from the titles’ Winter Park, Florida, headquarters, Folio reported. Former Bonnier CEO Dave Freygang, who has worked in a consulting position with Bonnier since retiring in 2015, will lead the staff and operations group. 

PADI will consider staffing needs going forward, though no immediate layoffs are expected.

PADI’s relationship with Bonnier Corp. dates to 1999, Drew Richardson, President-CEO of PADI Worldwide, stated. “In that time, we’ve developed a unique bond built on trust, integrity and the empowerment of divers to be ambassadors for our blue planet,” Richardson stated.

The dive group’s readership counts more than 75,000, with 820,000 social-media followers and 540,000 unique monthly website visitors.

As it continues to focus on key issues facing the dive industry, PADI intends to use the titles as a new way to raise awareness of ocean conservation.

Richardson stated: “By elevating first-rate multimedia content created to inform, engage and excite divers, we can provide people with the resources and inspiration to stay active divers for life.”

Following the acquisition, PADI will add the titles to its portfolio of dive training, travel, apparel and community engagement. PADI’s forthcoming PADI Clubä will further leverage the acquisition by providing dive members access to a multimedia diving platform that includes a subscription to Scuba Diving, which publishes nine times a year, ScubaLab Gear Guide and World’s Best special issues.

Membership also includes online dive logging, community connections and discounts on PADI elearning courses.

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