to share? A: I cannot explain how much I feel the love and support throughout the essence community. It has been a true blessing to have the online options to keep in touch with our high-risk clients, those that live far away, and those who’s lives just need them to be online for now. We have had no new cases of COVID being contracted through time at essence and that is very important to me and my staff. We care so deeply and, although we miss being in-studio now again, we will keep adapting to what is needed to keep all of the community the safest and functioning as well as can be. I so love helping my clients live their healthiest and through all of this, I am amazed at what some have accomplished and the focus they’ve been able to sustain. It has not been easy for some, but they have stayed their course and it leaves me knowing that I have had a positive impact through such an unprecedented, diffi cult time. Jeff Davis, owner of Aqua Hut Scuba and Travel Q: Before we go into how you and Aqua Hut maintained a high level of resilience during this pandemic, can you tell me how you came to scuba business? A: Scuba started as a P.E. credit in college BGSU 1978. A friend asked me if I wanted to take scuba because his roommate was a certifi ed diver. I always thought it was fun (loved Cousteau shows growing up) but never took it any farther. After about 6 weeks of snorkeling we had a chance to breathe off a tank and I was hooked forever. I bought what equipment I could afford and did every type of dive possible my fi rst year. As I tell my clients it’s my Happy Place. Around a year later I became an Instructor and that fall the owner of Aqua Hut sold me the business (offi cially took over January 1980). This is where the story starts. Q: Early this year, we started getting news about Coronavirus hitting the west and east coasts even before the fi rst reported case in Ohio. When did you start preparing your business for what seems to some to be inevitable spread of the virus? A: It fi rst affected my business in February, that’s when we thought our Trip to Chuuk Lagoon might be canceled (it became cancelled while clients were in Hawaii on the way there to dive). I started planning at the beginning of March by paying off my building and consolidating manufacturer debt on 0% credit cards with 18 months to pay. Q: A large portion of your business is travel, primarily scuba related trips abroad. When did travel restrictions start effecting your business? A: Our last trip was March 14-21 (in fact we brought them home a day early because the Bahamas shut down). Since then we’ve canceled St. Lucia (twice), St Eustatius, Explorer Ventures, Roatan, Misool and Cayman Brac. We then promoted more local diving. Q: During the time we were in stay at home/stay closed orders were in effect, what did you do personally to maintain a level of resilience? In other words, how did you stay sane? A: The fi rst two days of the shutdown I made a video on how to make the perfect Caiparinha, and watched Netfl ix. After that I got into how can I make money and keep my customers active. This is where most businesses fail, they give up. Q: Tell me what role social media played in keeping you connected with your clients? A: This is where we used social media to our advantage. We started the month of April by donating some of Jeff Davis, Owner of Aqua Hut with Simony Silva We then used the same social media to advertise equipment at a discount allowed by my manufacturer. Sales went through the roof and people signed up for classes or even donated money to help the cause. Personally Aqua Hut donated $5000 of profi ts during April. Q: Aqua Hut was very active this season certifying divers? What “Don’t let life’s events determine your attitude, let your attitude determine your life” Jeff Davis our instructional fees when people signed up for classes that month to feed fi rst responders. We used local restaurant Poco Loco (they kept my credit card on fi le) and every time a person signed up for class we took a portion of our fee and would buy food for fi rst responders. Karel from Poco Loco would deliver the food, then send me a picture and we would Facebook, Instagram, and Twitter it. We always mentioned who would receive the food, and who bought the classes. We would always thank Poco Loco and tried to get people to understand the importance to buy local. was your protocols for keeping clients safe and still engaged? A: First we did a video on how we sanitized equipment. Because we don’t teach group classes we didn’t have to worry about group size. We only teach private, couples or families. We also stopped renting life support systems and this encouraged clients to buy their own equipment. We use social media the way it’s meant to be used, we promote adventure always positive and nothing negative. We take pictures and promote on social media this could be you… Q: Some countries are opening up to US passport holders, others are still closed. How is this effecting your travel business in 2021 and beyond? A: At this time we try to book trips to who’s open (Cozumel 3 trips this year all full). We already have 12 trips next year and most are full. I plan on adding more because my clients want it. In fact we’re booking trips all the way to 2023, if you love adventure you’ll travel. At Aqua Hut Scuba and Travel we say “We scuba Dive, We Travel, We Explore!!! We’re Aqua Hut Scuba and Travel!!! Join us in this adventure we call life!!!” Q: Anything else you would like to share? A: I have a saying I tell clients “Don’t let life’s events determine your attitude, let your attitude determine your life.” Now let’s plan a scuba adventure!!! Page 5
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