ABOUT DIVE CFO

A finance partner who already speaks scuba.

You should not have to spend the first six months teaching your CFO what a BCD, checkout dive, group trip, or liveaboard is. Dive CFO combines serious financial leadership with firsthand understanding of the dive industry.

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Controller experienceFinancial operations, reporting, cash, controls, and accountability.

Strategic financeForecasting, margin analysis, capital decisions, and growth planning.

Dive instructorUnderstands training, gear, trips, staffing, and the customer experience.

Business-mindedFocused on decisions and outcomes, not accounting for accounting's sake.

WHY THE NICHE MATTERS

A dive business is not a generic small business.

Your economics can span training, retail, rentals, service, air fills, travel, lodging, charters, seasonal staffing, deposits, inventory, and international payments—sometimes all at once.

That matters because financial advice gets much more useful when the person giving it understands how the business actually works.

“The goal is not to turn a dive business into a spreadsheet. It is to use the numbers to protect what owners are building—and make the business stronger.”

Profitability by business lineSeparate what looks busy from what actually contributes profit.

Seasonal cash planningPrepare for the months when deposits, inventory, payroll, and trip payments do not line up neatly.

Trip economicsModel real break-even, free spots, fees, staff travel, FX, and target margin.

Inventory and working capitalSee when gear on the shelf is helping sales—or quietly trapping cash.

Owner decisionsKnow what can safely be distributed, reinvested, hired, financed, or expanded.

THE APPROACH

Serious finance. Practical language. Decisions you can use.

Dive CFO is designed for owners who want stronger financial leadership without being buried in jargon.

Understand the operation

Start with how your business actually makes money: courses, trips, gear, service, staffing, seasonality, and customer behavior.

Make the numbers trustworthy

Clarify reporting, cash flow, margins, and assumptions so decisions are built on a financial picture you can rely on.

Use finance to make choices

Turn the analysis into pricing decisions, staffing thresholds, trip models, cash reserves, and growth priorities.

WHO DIVE CFO IS FOR

Built around businesses where passion and complexity meet.

The core focus is the dive industry, with room for adjacent businesses that share similar economics.

Dive shops & retailTraining, gear, rentals, service, fills, trips, and inventory under one roof.

Dive resorts, lodges & liveaboardsOccupancy, packages, labor, food, fuel, excursions, and capital-intensive operations.

Dive travel companiesDeposits, supplier terms, FX, cancellations, group pricing, and trip margin.

Outdoor, adventure & mission-driven organizationsSeasonality, experiences, gear, travel, and complex service lines.

Bring the question you cannot answer from your P&L.

Russell can help connect the financial statements to the actual decision in front of you.

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