Running a Business Like a Dive Boat: Lessons From the Red Sea

Photograph of clown fish swimming near a red anemone in the Red Sea off the coast of Egypt by Niels Thijssen

Diving in the Red Sea on the Aggressor IV liveaboard taught me a few key lessons, not just about diving, but also about running a successful privately owned business. The crew’s commitment to safety, situational awareness, and a delightful guest experience are values that a land-based business can adapt to create long-term customer loyalty.

The Egyptian liveaboard crew was a well-oiled machine, from the chief steward and the chef to the deckhands and the dive masters. On a departure from a reef, the captain managed a nearly 180-degree pivot on an approximately 140-foot liveaboard at a crowded reef mooring on departure that left me awestruck. The crew took pride in their work and focused on the guest experience, which included offering smiles, providing exceptional service, and demonstrating a deep concern for safety.

We were organized into small groups of divers categorized by experience level, and executed dives in varying weather conditions with each of the dive masters. Some of the divemasters preferred searching for the small sea creatures, like nudibranchs, while others preferred searching “the blue” for hammerhead sharks and manta rays. (I did not see a hammerhead shark on my dives, but I did encounter a school of majestic manta rays swimming just beneath us.)

They ensured we saw as much as we could for as long as we could, while staying within our air limits and certification levels. The divemasters’ experience and knowledge of each reef, its resident creatures, and reef currents were encyclopedic. Their situational awareness encompassed each member of the dive group, tailoring each dive not only to water conditions but also to the abilities of the least experienced member, and alerting to anyone who encountered an issue while diving. We were also reminded of our proximity to Sudan and Yemen and asked, again, not to stray from our group while diving.

Photograph of the rear view of the Red Sea Aggressor IV at the dock in Port Ghalib, Egypt by Christie Solomon

Situational awareness involves paying close attention to what is happening around you—what global markets are doing, what political developments will have long-term implications, what your suppliers are telling you, and being aware of your customers’ needs. Paying attention to regional and global developments enables your business to stay ahead of the curve in sourcing materials, adjusting production, focusing on product development, and delivering the best customer service.

The divemasters and crew demonstrated a shared responsibility for the safety of both guests and crew at all times, and their respect for both boat maintenance and environmental conservation enhanced their customers’ experience. While diving, we admired the remarkable sea creatures and beautiful coral reef systems, knowing that they are under threat from climate change. We left no trace and, on occasion, a piece of dive gear from another party.

By communicating your company values through your products or services, such as sustainable supply chain practices, environmental stewardship, and supportive employee practices, you strengthen your brand reputation and image. A responsible and knowledgeable approach to business and operations management increases customer loyalty. Customers want to feel good about their purchases, whether it's the product they've purchased or doing business with a company whose practices they respect and admire.

Businesses can’t go wrong by leading by example or “practicing what you preach.” I left the liveaboard diving experience excited about seeing amazing sea creatures and encouraged by meeting new friends committed to protecting our environment. I am also deeply impressed by the Aggressor IV crew, who skillfully managed a diverse and international group of guests. A positive customer experience results from a business that is managed responsibly, with a culture of social responsibility, and invests in knowledgeable, hardworking employees.