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Confessions of a Lifestyle Image Maker

Pioneered by Patagonia, lifestyle marketing is all the rage in sports and active lifestyle circles. Meet Luke Inman, the man who’s bringing lifestyle image-making to diving and titillating buyers along the way. He says we need more industry solidarity, and a lot more women divers. Interview by Michael Menduno.

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by Michael Menduno

Forty five-year-old British ex-pat Luke Inman has carved out a unique niche in the diving industry working as an award-winning filmmaker and photographer, and a dive shop owner based in La Paz, Mexico. Having graduated from the London International Film School, he has shot film and photographs for The BBC, Castle Rock Entertainment, Discovery Channel and Animal Planet, Lucas Films, the Mexican Tourist Bureau, The Monterey Bay Aquarium, and National Geographic, as well as major brands like American Express and Playboy. He also won an MTV Latin America Best Video award.

Inman is also a passionate diver and dive educator who been teaching scuba for 22 years. In addition to being a PADI course director and Tec instructor trainer (IT), he is an IANTD, RAID and TDI mix and rebreather instructor, a DAN instructor trainer, HSE commercial diver Part 3 & 4, and is now training to become a GUE Fundies instructor. He has owned and operated Cortez Expeditions, a Five-Star Dive Centre in La Paz since 2015,

In the last few years, Inman, has turned his attention to “lifestyle” image making working with diving brands like Apex, Fourth Element, Neptunic, Halcyon, PADI, and others. If you are reading this blog, you have likely seen some of his compelling diving lifestyle images. We asked him to talk to us about his newly found focus on lifestyle and its importance to the business of diving.

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Photo of Charlotte Holmes by Luke Inman for Fourth Element’s new Ocean Positive Collection.

InDepth: So, let me get this straight. You’ve recently completed three major diving “lifestyle” shoots and all of them are with women. No men at all. How did that come about? Are vendors just going to focus on women divers now, or is this, in fact, like your new dream job?

Luke Inman: Ha ha! Maybe a bit of both. First Jim Standing, at Fourth Element said that he wanted to empower women with their new line. PADI, whom  I have been working with, wanted me to shoot a film for Women’s Dive Day. And then I was approached by Mark Messersmith and Lauren Fanning at Halcyon who wanted me to do a lifestyle shoot to promote their new back plate and colors for women, and or for men who fancy pink and teal. It was equipment-based but there were no diving shots involved.

I’m guessing your pretty comfortable working with that other gender.

It goes back to my early days of recreational diving. I think being small in stature, and always being the youngest, gave me a lot of empathy for the women. I would comment or give an opinion, even as an instructor, and the old, chauvinistic, macho divers would class me with the women. I would get sort of pushed aside. “No, you go with the females. You’re too young, and you don’t know anything.” Of course, the reality is I was already a commercial diver with hundreds of hours before I ever did my PADI open water, much less instructor course.

You had your baptism of fire in high-end lifestyle photography in the surf and snowboarding industry working with Quiksilver. How does that translate to diving? Do you find that lifestyle marketing is beginning to resonate with the diving industry?

Lifestyle photography is something new that has emerged with social media and has quickly become an essential part of marketing and promotion for many companies. I think that the dive training agencies from PADI to GUE are just beginning to realize how important it is in branding, that is promoting the lifestyle rather than just training. And you’re starting to see that with some of the manufacturers like Fourth Element, Halcyon and others as well.

Photo of Ivonne Arambula and Charlotte Holmes by Luke Inman for Fourth Element’s new Ocean Positive Collection.

As an example of the power of lifestyle branding, I think we could walk out on the street right now, and find somebody wearing a Patagonia or North Face T-shirt or jacket that has never climbed a mountain. You could also likely find someone wearing a Quiksilver Tee that has never surfed or seen snow. Social media helps with that as well.

Conversely, I doubt seriously that you could find anyone wearing a PADI, or GUE, Scubapro, Sherwood or Poseidon T-shirt, or any article of clothing from the diving industry who wasn’t a diver, because people that aren’t divers just don’t think it’s cool enough. Fourth Element may become the exception.

Why is that?

To me, Fourth Element is the only brand that reaches outside of the dive industry in terms of fashion and lifestyle. They are in like some 200 FatFace active lifestyle stores in Great Britain and that buyer doesn’t care that there’s not even water in some of the photographs. The store buyers just want to know that Fourth Element divers don’t model bikinis for Billabong. Obviously, we go with the aesthetic. So on a very small scale, Fourth Element is a featherweight boxer fighting in the heavyweight division.

Ha! I like that! And I think Fourth Element’s imagery is always James Dean cool. Why haven’t other manufacturers picked up on that?

I think one of the problems is that the manufacturers seem so hell-bent on just producing and selling products rather than lifestyle. You can see that at DEMA [the annual diving industry trade show]. I think that the equipment should almost play second fiddle to the lifestyle and the clothing.

It’s clothing that saved the surf industry. They don’t make any money on neoprene and fiberglass surfboards. The surf industry is a billion-dollar industry because it’s become a fashion industry.

Now I don’t think the dive industry needs to become fashion driven, by  any stretch of the imagination, but we do need to add lifestyle to grow. And I think it’s become important to the agencies, because the training is more unified across agencies.

Meaning its harder to differentiate training among agencies? I certainly see PADI moving in the lifestyle direction.

That’s been part of my work as well. I’m responsible for some of that.

Video by Luke Inman for PADI’s Women’s Dive Day 2017. Divers/Models: Morgan Sanchez, dive instructor, Gemma Smith, Cave and Technical Diving Instructor, Afrelandra.

On the three lifestyle shoots we’ve been talking about, you used some of your staff as models. How did that come about?

I was consulting with Fourth Element. And I’ll be perfectly honest with you, Jim [Standing] turned around to me one day and he went, two of the women that work for you have got a lot of credibility as divers. They’re both tech divers. Karla is PADI divemaster. Afelandra is a PADI Ambassador and she’s has taken Fundamentals. They’re both also very photogenic. Do us a favor and don’t charge us too much money, but can you produce something with them within our budget?

And it kind of snowballed from there because we wanted to make sure that the models that we were using were credible as divers.  And as I was saying, there also has to be an aesthetic to satisfy buyers outside of the dive industry. So we tried to kill as many birds as we could with one stone and also to do it as cheaply as possible.

Photo of Karla Rodriguez by Luke Inman for Fourth Element’s Thermocline Collection.

And store buyers have been happy with the result?

It’s been very positive. Funny story. One of the Fourth Element reps called on a buyer in the Midwest. The female buyer pulled out the catalog and pointed at a Fourth Element photo and said when are you going to stop using these skinny models? Women in my store don’t associate with this girl. It’s not fair. She’s like a perfect 10.

And the sales rep was like, “that’s Karla. She’s a crossfit champion and a divemaster. She’s got a Master’s degree in fish ecology and regularly dives to 200 feet.” And the buyer was just blown away by this information and said,  “why aren’t you promoting this?” Slowly and surely we are; Fourth Element is trying to get that message out.

They’re not just pretty faces; they’re accomplished people in dive world. Do you think it comes through that these are real divers and not just models?

I think that we need to start telling the girls’ stories a bit more, and that’s the beauty of social media. However, what’s very important and does come across is the camaraderie of us all working and shooting together. Everyone is happy and most important, the girls are comfortable wearing the gear because they are divers. With some of the mainstream brands, you can tell that the models are not divers or at least very inexperienced ones.

I really like the idea of showing real people doing real things. But unfortunately, I think we are still at a stage where they have to be very photogenic for it to be a hook. Still the emphasis needs to be on the product, the diving and the lifestyle, and just cool people using the product as opposed to, here’s a pretty girl, let’s slap a jacket on her.

Photo of Charlotte Holmes by Luke Inman for Fourth Element’s new Ocean Positive Collection.

It has to inspire!

It’s very important that we inspire people. We had a young dive master candidate approach us and her whole motivation to get into diving was seeing what these girls do for a lifestyle; you can be a strong woman and still look good. I think that’s helped with Fourth Element making equipment and clothing that can stand up and compete with Patagonia and North Face, although on a smaller scale.

Photo of Ivonne Arambula by Luke Inman for Fourth Element.

I heard that Fourth Element co-founder Paul Strike showed images from your Ocean Positive bikini shoot at his talk at the United Nations World Ocean Day celebration last year.

I was really proud of that. I’m also proud to have been recognized as a lifestyle photographer, because there aren’t many in our industry!

Are there any unique challenges to making diving lifestyle photography?

Within the diving industry, it’s definitely budget. I have shot a bikini special for FHM magazine. I have also shot for Playboy and of course Quiksilver. And the resources you’re given when you shoot for Quiksilver or Playboy or FHM are completely different than a shoot for Aqua Lung, Halcyon or Fourth Element. [Inman rolls his eyes] It’s very, very different!

Ha. Having worked in Silicon Valley, Wall Street, and in the diving business for more than a few decades, I completely understand.

Another issue that we suffer from is this: if you put a diving image online, even if it’s aimed at non-divers, divers are going to criticize it. Someone is going to notice that the low-pressure hose is not connected properly, or a D-ring is too far forward, or her knees are too low in trim position. In almost all cases, the criticism is from men.

Photo of Charlotte Holmes by Luke Inman for Fourth Element’s new Ocean Positive Collection.

There are somes times when dive world feels like a combat sport.

I would like to see more cohesiveness and solidarity in the dive industry and that’s one of the reasons I think we need more women; because they have a far better approach. Men are competitive and are quick to apply ego. They are quick to attack. “Oh look, look at him, his buoyancy is no good. Or that agency is no good.”

Women tend to be more nurturing and I think we need to nurture one another better. As one of my friends and mentors, Paul Toomer [training director of RAID] has been saying to everyone who will listen, we need to stop attacking each other. It’s hurting the dive industry.

I think Toomer is spot-on!

I remember Jim [Standing] saying that he went on a dive boat on the south coast without a buddy and had a standup battle with a diver. I won’t say which agency but they were wearing Jet Fins. He wouldn’t dive with Jim because he didn’t have a long hose. “You know, we are both capable divers,” Jim offered, “let’s just go diving.”

I think there’s quite a bit of competitiveness that is ego driven and unnecessary in our industry, which is one of the reasons I like working predominantly with girls. I just did an instructor course that, out of the nine candidates, seven were girls and only two guys. And the whole dynamic was so much more nurturing and about helping one another.

Some estrogen with that gas mix?

I think we need a big injection of the feminine in the dive industry!

Photo of Charlotte Holmes and Ivonne Arambula by Luke Inman for Fourth Element’s new Ocean Positive Collection.

Overall the diving industry is pretty conservative. Have you any amusing or unusual incidents where you pushed the images a bit too far, where clients or consumers gave you a hard time.

[Inman laughs] There’s been couple of incidents. I was shooting for PADI Women’s Dive Day. The plan was for me to film this beautiful Latina girl, who’s a PADI course director snorkeling in a bikini. And I started filming her and thought, we could never use this because, err she’s, I believe the expression would be, very well-endowed. And I took the footage back to the boat and I was like, we’re going to have to reshoot this with her in a Lycra vest. And the PADI people were like, what do you mean? And I showed them the film and they were like, “Oh yeah, that definitely has to be reshot.”

Hmm, too much cleavage?

Haha. yeah. I also remember one of the images we shot for Fourth Element for Instagram got this huge complaint that we used a sexist image that was belittling to women. It was a photo of a woman in a bikini sitting in the back of the boat checking a gauge. You can’t see her backside, you can’t see anything. She’s just in a bikini. It’s very sporting. The screen grab of this image did the rounds among the Fourth Element women and everyone went, “What? How is that exploiting women?”

Again, I think we come back to the fact, there are quite a few crazies out there. There are a whole lot of people that will bag an image, because it was posted by PADI. I’ve also heard people from other tech agencies reacting to a GUE image with, “They’re the scientologists of the dive world. Don’t drink the Kool-Aid or you will all end up dressing the same.”

Oh yes, I’ve heard that one. However, it feels like things are slowly starting to change.

I think people in the dive industry are finally starting to realize that the competition for GUE isn’t IANTD or TDI. The competition for PADI isn’t SSI or RAID. It’s mountain biking and snowboarding and surfing and everything that is more easily accessible than entry into open water.

Photo of Afelandra Gonzalez by Luke Inman for Halcyon Dive Systems.

Toomer turned me on to that. The cycling market is HUGE! In fact, all of the sports you mention are way bigger than diving, and are generating way more money. However, most of the surface of the planet is water. That’s our conundrum.

The word is solidarity. We need more solidarity and a little bit more acceptance. That’s why I find it really encouraging to see companies willing to collaborate on some big campaigns that went through out the industry. To have, for example, Halcyon say, , we want to be on the Fourth Element shoot, even though Halcyon and GUE have this great relationship with SANTI.

We were inundated with our shoot at TEKDive USA, everybody wanted their products on it, Sub-Gravity, Aqua Lung, and Halcyon. And of course, manufacturers fall all over themselves to get their gear on a PADI shoot. It’s just nice to see that there is an understanding of how all boats float on a rising tide.

What could we do if we all worked together?

I think in the end, it comes down to inspiring people to dive. That’s what I want to do. In his speech at this year’s DEMA show [PADI CEO] Drew Richardson said that PADI and their agency were focused on making diving bigger, making the pie bigger and bringing people into diving. And they are doing it!

Photo of Afelandra Gonzalez by Luke Inman for Halcyon Dive Systems.

Just about everyone that knocks on my dive center door always says the same thing. They say, “I want to do my PADI.” PADI is the brand that’s bringing people in. And I think other brands, like Aqua Lung, Apex, Sherwood, all of the brands, should legitimately be looking at doing that too.

In addition to PADI, I see that you are now offering GUE classes at your store.

I have to say that the two agencies that I have found the most welcoming with less ego and less attitude are PADI and GUE, which is one of the reasons we have decided to  focus on those two. I am very happy and content to teach PADI and I can’t wait to start teaching GUE as well.

Luke Inman with the models and assistants he works with for Fourth Element, PADI, and Halcyon. From L to R:
Emma Baines (Fourth Elmt Brand mgr) Afelandra Gonzalez (model) Nina Moysi (photography assistant), Luke Inman (photographer), Ivonne Arambula (model), and Charlotte Holmes (model).

Solidarity?

Ok, I understand that GUE is not suddenly going to sit around a table with PADI and start cross-promoting, but I do think there needs to be more solidarity when people meet on dive boats, at resorts, or when they are working on projects.

Header Image: Photo of Charlotte Holmes by Luke Inman for Fourth Element.

Models:

Karla Rodriguez – PADI Divemaster, Masters degree in Reef Fish Ecology, Discovered hybridization in Parrot fish, Tech Diver, Fitness Instructor.

Charlotte Holmes – Former Miss England, MTV UK Presenter, Adidas London yoga and cross fit instructor. PADI Divemaster.

Afelandra Gonzalez – PADI Ambassadiver, Marine Biologist, PADI MSDT, TDI Intro to Tec Inst, GUE Fundies, discovered and named new species of Nudibranch.

Ivonne Arambula – PADI Open Water, Free Diver, Mother, Yoga and Crossfit Instructor.


Michael Menduno is InDepth’s executive editor and, an award-winning reporter and technologist who has written about diving and diving technology for 30 years. He coined the term “technical diving.” His magazine “aquaCORPS: The Journal for Technical Diving”(1990-1996), helped usher tech diving into mainstream sports diving. He also produced the first Tek, EUROTek, and AsiaTek conferences, and organized Rebreather Forums 1.0 and 2.0. Michael received the OZTEKMedia Excellence Award in 2011, the EUROTek Lifetime Achievement Award in 2012 and the TEKDive USA Media Award in 2018.


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Twenty-five Years in the Pursuit of Excellence – The Evolution and Future of GUE

Founder and president Jarrod Jablonski describes his more than a quarter of a century long quest to promote excellence in technical diving.

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by Jarrod Jablonski. Images courtesy of J. Jablonski and GUE unless noted.

The most difficult challenges we confront in our lives are the most formative and are instrumental in shaping the person we become. When I founded Global Underwater Explorers (GUE), the younger version of myself could not have foreseen all the challenges I would face, but equally true is that he would not have known the joy, the cherished relationships, the sense of purpose, the rich adventures, the humbling expressions of appreciation from those impacted, or the satisfaction of seeing the organization evolve and reshape our industry. Many kindred souls and extraordinary events have shaped these last 25 years, and an annotated chronology of GUE is included in this issue of InDEPTH. This timeline, however, will fail to capture the heart behind the creation of GUE, it will miss the passionate determination currently directing GUE, or the committed dedication ready to guide the next 25 years.

Photo courtesy of Kirill Egorov

I don’t remember a time that I was not in, around, and under the water. Having learned to swim before I could walk, my mother helped infuse a deep connection to the aquatic world. I was scuba certified in South Florida with my father, and promptly took all our gear to North Florida where I became a dive instructor at the University of Florida. It was then that I began my infatuation with cave diving. I was in the perfect place for it, and my insatiable curiosity was multiplied while exploring new environments. I found myself with a strong desire to visit unique and hard-to-reach places, be they far inside a cave or deep within the ocean. 

My enthusiasm for learning was pressed into service as an educator, and I became enamored with sharing these special environments. Along with this desire to share the beauty and uniqueness of underwater caves was a focused wish to assist people in acquiring the skills I could see they needed to support their personal diving goals. It could be said that these early experiences were the seeds that would germinate, grow, mature, and bloom into the organizing principles for GUE.

Brent Scarabin, Jarrod and George “Trey” Irvine getting ready to dive.
Jarrod with his Halcyon PVR-BASC prototype.
George Irvine and Jarrod conducting the original DIR workshop.

The Pre-GUE Years

Before jumping into the formational days of GUE, allow me to help you visualize the environment that was the incubator for the idea that became GUE’s reality. By the mid-1990s, I was deeply involved in a variety of exploration activities and had been striving to refine my own teaching capacity alongside this growing obsession for exploratory diving. While teaching my open water students, I was in the habit of practicing to refine my own trim and buoyancy, noticing that the students quickly progressed and were mostly able to copy my position in the water. Rather than jump immediately into the skills that were prescribed, I started to take more time to refine their comfort and general competency. This subtle shift made a world of difference in the training outcomes, creating impressive divers with only slightly more time and a shift in focus. In fact, the local dive boats would often stare in disbelief when told these divers were freshly certified, saying they looked better than most open water instructors! 

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By this point in my career, I could see the problems I was confronting were more systemic and less individualistic. In retrospect, it seemed obvious that key principles had been missing in both my recreational and technical education, not to mention the instructor training I received. The lack of basic skill refinement seemed to occur at all levels of training, from the beginner to the advanced diver. Core skills like buoyancy or in-water control were mainly left for divers to figure out on their own and almost nobody had a meaningful emphasis on efficient movement in the water. It was nearly unheard of to fail people in scuba diving, and even delaying certification for people with weak skills was very unusual. This remains all too common to this day, but I believe GUE has shifted the focus in important ways, encouraging people to think of certification more as a process and less as a right granted to them because they paid for training. 

L2R: Jarrod Todd Kincaid and Rickard Lundgren plotting their 1999 Britannic expedition.

The weakness in skill refinement during dive training was further amplified by little-to-no training in how to handle problems when they developed while diving, as they always do. In those days, even technical/cave training had very little in the way of realistic training in problem resolution. The rare practice of failures was deeply disconnected from reality. For example, there was almost no realistic scenario training for things like a failed regulator or light. What little practice there was wasn’t integrated into the actual dive and seemed largely useless in preparing for real problems. I began testing some of my students with mock equipment failures, and I was shocked at how poorly even the best students performed. They were able to quickly develop the needed skills, but seeing how badly most handled their first attempts left me troubled about the response of most certified divers should they experience problems while diving, as they inevitably would. 

Diving Fatalities

Meanwhile, I was surrounded by a continual progression of diving fatalities, and most appeared entirely preventable. The loss of dear friends and close associates had a deep impact on my view of dive training and especially on the procedures being emphasized at that time within the community. The industry, in those early days, was wholly focused on deep air and solo diving. However, alarmingly lacking were clear bottle marking or gas switching protocols. It seemed to me to be no coincidence that diver after diver lost their lives simply because they breathed the wrong bottle at depth. Many others died mysteriously during solo dives or while deep diving with air. 

One of the more impactful fatalities was Bob McGuire, who was a drill sergeant, friend, and occasional dive buddy. He was normally very careful and focused. One day a small problem with one regulator caused him to switch regulators before getting in the water. He was using a system that used color-coded regulators to identify the gas breathed. When switching the broken regulator, he either did not remember or did not have an appropriately colored regulator. This small mistake cost him his life. I clearly remember turning that one around in my head quite a bit. Something that trivial should not result in the loss of a life. 

Also disturbing was the double fatality of good friends, Chris and Chrissy Rouse, who lost their lives while diving a German U-boat in 70 m/230 ft of water off the coast of New Jersey. I remember, as if the conversation with Chris were yesterday, asking him not to use air and even offering to support the cost as a counter to his argument about the cost of helium. And the tragedies continued: The loss of one of my closest friends Sherwood Schille, the death of my friend Steve Berman who lived next to me and with whom I had dived hundreds of times, the shock of losing pioneering explorer Sheck Exley, the regular stream of tech divers, and the half dozen body recoveries I made over only a couple years, which not only saddened me greatly, but also made me angry. Clearly, a radically different approach was needed.

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Learning to Explore

Meanwhile, my own exploration activities were expanding rapidly. Our teams were seeking every opportunity to grow their capability while reducing unnecessary risk. To that end, we ceased deep air diving and instituted a series of common protocols with standardized equipment configurations, both of which showed great promise in expanding safety, efficiency, and comfort. We got a lot of things wrong and experienced enough near misses to keep us sharp and in search of continual improvement. 

Casey McKinlay and Jarrod with stages and Gavin scooters in Wakulla Springs. Photo courtesy of David Rhea

But we looked carefully at every aspect of our diving, seeking ways to advance safety, efficiency, and all-around competency while focusing plenty of attention into the uncommon practice of large-scale, team diving, utilizing setup dives, safety divers, and inwater support. We developed diver propulsion vehicle (DPV) towing techniques, which is something that had not been done previously. We mostly ignored and then rewrote CNS oxygen toxicity calculations, developed novel strategies for calculating decompression time, and created and refined standard procedures for everything from bottle switching to equipment configurations. Many of these developments arose from simple necessity. There were no available decompression programs and no decompression tables available for the dives we were doing. Commonly used calculations designed to reduce the risk of oxygen toxicity were useless to our teams, because even our more casual dives were 10, 20, or even 30 times the allowable limit. The industry today takes most of this for granted, but in the early days of technical diving, we had very few tools, save a deep motivation to go where no one had gone before.

All in a dive of diving for the WKPP.

Many of these adventures included friends in the Woodville Karst Plain Project (WKPP), where I refined policies within the team and most directly with longtime dive buddy George Irvine. This “Doing it Right” (DIR) approach sought to create a more expansive system than Hogarthian diving, which itself had been born in the early years of the WKPP and was named after William Hogarth Main, a friend and frequent dive buddy of the time. By this point, I had been writing about and expanding upon Hogarthian diving for many years. More and more of the ideas we wanted to develop were not Bill Main’s priorities and lumping them into his namesake became impractical, especially given all the debate within the community over what was and was not Hogarthian. 

A similar move from DIR occurred some years later when GUE stepped away from the circular debates that sought to explain DIR and embraced a GUE configuration with standard protocols, something entirely within our scope to define.

These accumulating events reached critical mass in 1998. I had experienced strong resistance to any form of standardization, even having been asked to join a special meeting of the board of directors (BOD) for a prominent cave diving agency. Their intention was to discourage me from using any form of standard configuration, claiming that students should be allowed to do whatever they “felt’ was best. It was disconcerting for me, as a young instructor, to be challenged by pioneers in the sport; nevertheless, I couldn’t agree with the edict that someone who was doing something for the first time should be tasked with determining how it should be done. 

This sort of discussion was common, but the final straw occurred when I was approached by the head of a technical diving agency, an organization for which I had taught for many years. I was informed that he considered it a violation of standards not to teach air to a depth of at least 57 m/190 ft. This same individual told me that I had to stop using MOD bottle markings and fall in line with the other practices endorsed by his agency. Push had finally come to shove, and I set out to legitimize the training methods and dive protocols that had been incubating in my mind and refined with our teams over the previous decade. Years of trial and many errors while operating in dynamic and challenging environments were helping us to identify what practices were most successful in support of excellence, safety, and enjoyment.

Forming GUE

Forming GUE as a non-profit company was intended to neutralize the profit motivations that appeared to plague other agencies. We hoped to remove the incentive to train—and certify—the greatest number of divers as quickly as possible because it seemed at odds with ensuring comfortable and capable divers. The absence of a profit motive complemented the aspirational plans that longtime friend Todd Kincaid and I had dreamed of. We imagined a global organization that would facilitate the efforts of underwater explorers while supporting scientific research and conservation initiatives. 

I hoped to create an agency that placed most of the revenue in the hands of fully engaged and enthusiastic instructors, allowing them the chance to earn a good living and become professionals who might stay within the industry over many years. Of course, that required forgoing the personal benefit of ownership and reduced the revenue available to the agency, braking its growth and complicating expansion plans. This not only slowed growth but provided huge challenges in developing a proper support network while creating the agency I envisioned. There were years of stressful days and nights because of the need to forgo compensation and the deep dependance upon generous volunteers who had to fit GUE into their busy lives. If it were not for these individuals and our loyal members, we would likely never have been successful. Volunteer support and GUE membership have been and remain critical to the growing success of our agency. If you are now or have ever been a volunteer or GUE member, your contribution is a significant part of our success, and we thank you. 

Photo courtesy of Kirill Egorov

The challenges of the early years gave way to steady progress—always slower than desired, with ups and downs, but progress, nonetheless. Some challenges were not obvious at the outset. For example, many regions around the world were very poorly developed in technical diving. Agencies intent on growth seemed to ignore that problem, choosing whoever was available, and regardless of their experience in the discipline, they would soon be teaching. 

This decision to promote people with limited experience became especially problematic when it came to Instructor Trainers. People with almost no experience in something like trimix diving were qualifying trimix instructors. Watching this play out in agency after agency, and on continent after continent, was a troubling affair. Conversely, it took many years for GUE to develop and train people of appropriate experience, especially when looking to critical roles, including high-level tech and instructor trainers. At the same time, GUE’s efforts shaped the industry in no small fashion as agencies began to model their programs after GUE’s training protocols. Initially, having insisted that nobody would take something like Fundamentals, every agency followed suit in developing their own version of these programs, usually taught by divers that had followed GUE training. 

This evolving trend wasn’t without complexity but was largely a positive outcome. Agencies soon focused on fundamental skills, incorporated some form of problem-resolution training, adhered to GUE bottle and gas switching protocols, reduced insistence on deep air, and started talking more about developing skilled divers, among other changes. This evolution was significant when compared to the days of arguing about why a person could not learn to use trimix until they were good while diving deep on air. 

To be sure, a good share of these changes was more about maintaining business relevance than making substantive improvements. The changes themselves were often more style than substance, lacking objective performance standards and the appropriate retraining of instructors. Despite these weaknesses, they remain positive developments. Talking about something is an important first step and, in all cases, it makes room for strong instructors in any given agency to practice what is being preached. In fact, these evolving trends have allowed GUE to now push further in the effort to create skilled and experienced divers, enhancing our ability to run progressively more elaborate projects with increasingly more sophisticated outcomes. 

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The Future of GUE

The coming decades of GUE’s future appear very bright. Slow but steady growth has now placed the organization in a position to make wise investments, ensuring a vibrant and integrated approach. Meanwhile, evolving technology and a broad global base place GUE in a unique and formidable position. Key structural and personnel adjustments complement a growing range of virtual tools, enabling our diverse communities and representatives to collaborate and advance projects in a way that, prior to now, was not possible. Strong local communities can be easily connected with coordinated global missions; these activities include ever-more- sophisticated underwater initiatives as well as structural changes within the GUE ecosystem. One such forward-thinking project leverages AI-enabled, adaptive learning platforms to enhance both the quality and efficiency of GUE education. Most agencies, including GUE, have been using some form of online training for years, but GUE is taking big steps to reinvent the quality and efficiency of this form of training. This is not to replace, but rather to extend and augment inwater and in-person learning outcomes. Related tools further improve the fluidity, allowing GUE to seamlessly connect previously distant communities, enabling technology, training, and passion to notably expand our ability to realize our broad, global mission.

Photo courtesy of Kirill Egorov

Meanwhile, GUE and its range of global communities are utilizing evolving technologies to significantly expand the quality and scope of their project initiatives. Comparing the impressive capability of current GUE communities with those of our early years shows a radical and important shift, allowing results equal or even well beyond those possible when compared even with well-funded commercial projects. Coupled with GUE training and procedural support, these ongoing augmentations place our communities at the forefront of underwater research and conservation. This situation will only expand and be further enriched with the use of evolving technology and closely linked communities. Recent and planned expansions to our training programs present a host of important tools that will continue being refined in the years to come. Efforts to expand and improve upon the support provided to GUE projects with technology, people, and resources are now coming online and will undoubtedly be an important part of our evolving future.

The coming decades will undoubtedly present challenges. But I have no doubt that together we will not only overcome those obstacles but we will continue to thrive. I believe that GUE’s trajectory remains overwhelmingly positive, for we are an organization that is continually evolving—driven by a spirit of adventure, encouraged by your heartwarming stories, and inspired by the satisfaction of overcoming complex problems. Twenty-five years ago, when I took the path less traveled, the vision I had for GUE was admittedly ambitious. The reality, however, has exceeded anything I could have imagined. I know that GUE will never reach a point when it is complete but that it will be an exciting lifelong journey, one that, for me, will define a life well lived. I look forward our mutual ongoing “Quest for Excellence.”

See Listings Below For Additional Resources On GUE And GUE Diving!

Jarrod is an avid explorer, researcher, author, and instructor who teaches and dives in oceans and caves around the world. Trained as a geologist, Jarrod is the founder and president of GUE and CEO of Halcyon and Extreme Exposure while remaining active in conservation, exploration, and filming projects worldwide. His explorations regularly place him in the most remote locations in the world, including numerous world record cave dives with total immersions near 30 hours. Jarrod is also an author with dozens of publications, including three books.

A Few GUE Fundamentals

Similar to military, commercial and public safety divers, Global Underwater Explorers (GUE) is a standards-based diving community, with specific protocols, standard operating procedures (SOPs) and tools. Here are selected InDEPTH stories on some of the key aspects of GUE diving, including a four-part series on the history and development of GUE decompression procedures by founder and president Jarod Jablonski.

Anatomy of a Fundamentals Class

GUE Instructor Examiner Guy Shockey explains the thought and details that goes into GUE’s most popular course, Fundamentals, aka “Fundies,” which has been taken by numerous industry luminaries. Why all the fanfare? Shockey characterizes the magic as “simple things done precisely!

Back to Fundamentals: An Introduction to GUE’s Most Popular Diving Course

Instructor evaluator Rich Walker attempts to answer the question, “why is Fundamentals GUE’s most popular diving course?” Along the way, he clarifies some of the myths and misconceptions about GUE training. Hint: there is no Kool-Aid. 

The GUE Pre-dive Sequence

As you’d expect, Global Underwater Explorers (GUE) has a standardized approach to prepare your equipment for the dive, and its own pre-dive checklist: the GUE EDGE. Here explorer and filmmaker Dimitris Fifis preps you to take the plunge, GUE-style.

The Flexibility of Standard Operating Procedures

Instructor trainer Guy Shockey discusses the purpose, value, and yes, flexibility of standard operating procedures, or SOPs, in diving. Sound like an oxymoron? Shockey explains how SOPs can help offload some of our internal processing and situational awareness, so we can focus on the important part of the dive—having FUN!

Standard Gases: The Simplicity of Everyone Singing the Same Song

Like the military and commercial diving communities before them, Global Underwater Explorers (GUE) uses standardized breathing mixtures for various depth ranges and for decompression. Here British wrecker and instructor evaluator Rich Walker gets lyrical and presents the reasoning behind standard mixes and their advantages, compared with a “best mix” approach. Don’t worry, you won’t need your hymnal, though Walker may have you singing some blues.

Rules of Thumb: The Mysteries of Ratio Deco Revealed

Is it a secret algorithm developed by the WKPP to get you out of the water faster sans DCI, or an unsubstantiated decompression speculation promoted by Kool-Aid swilling quacks and charlatans? British tech instructor/instructor evaluator Rich Walker divulges the arcane mysteries behind GUE’s ratio decompression protocols in this first of a two part series.

The Thought Process Behind GUE’s CCR Configuration

Global Underwater Explorers is known for taking its own holistic approach to gear configuration. Here GUE board member and Instructor Trainer Richard Lundgren explains the reasoning behind its unique closed-circuit rebreather configuration. It’s all about the gas!

GUE and the Future of Open Circuit Tech Diving

Though they were late to the party, Global Underwater Explorers (GUE) is leaning forward on rebreathers, and members are following suit. So what’s to become of their open circuit-based TECH 2 course? InDepth’s Ashley Stewart has the deets.

Project Divers Are We

Diving projects, or expeditions—think Bill Stone’s Wakulla Springs 1987 project, or the original explorations of the Woodville Karst Plain’s Project (WKPP)—helped give birth to technical diving, and today continue as an important focal point and organizing principle for communities like Global Underwater Explorers (GUE). The organization this year unveiled a new Project Diver program, intended to elevate “community-led project dives to an entirely new level of sophistication.” Here, authors Guy Shockey and Francesco Cameli discuss the power of projects and take us behind the scenes of the new program

Decompression, Deep Stops and the Pursuit of Precision in a Complex World In this first of a four-part series, Global Underwater Explorers’ (GUE) founder and president Jarrod Jablonski explores the historical development of GUE decompression protocols, with a focus on technical diving and the evolving trends in decompression research.

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