Diving Deeper: The Value of Strong Partnerships
Years of relationship-building with resorts and vendors allowed West Shore Scuba to provide exclusive perks to their travelers. From arranging box lunches for all-day divers to securing designated spaces for daily yoga sessions, every detail was meticulously planned. A certified yoga instructor even led the PADI Yoga Diver course, offering a unique, holistic diving experience.
During the COVID-19 pandemic, when Bonaire’s local economy was devastated by the lack of tourism, Ron maintained contact with the managers at Plaza and would often check in on one another. After hearing that many of the dive staff and wait staff at the resort were struggling to feed their own families, Ron and his team at West Shore Scuba stepped up, ready to support. They spearheaded a GoFundMe campaign, raising thousands of dollars to help cover essential expenses. This act of solidarity was not about business advantages—it was about genuine care and standing by those who had become like family over the years. The bond forged through this effort has only strengthened. For Ron, the dive industry is not just about travel and perks—it’s about meaningful relationships, going above and beyond for others, and showing unwavering support, even when there’s nothing to gain. If you haven’t caught on by now, relationship building is everything.
Ron Willis’ Philosophy: If He Can Do It, Anyone Can
Ron Willis firmly believes that any dive shop can achieve what West Shore Scuba has accomplished. The key lies in fostering genuine relationships over time, personalizing experiences, and offering value beyond just the dives.
Ron emphasizes that it takes time and is not an overnight thing. Expecting it to be an instantaneous success shows the viewpoint that relationships are purely transactional and if that’s your view, you’re getting in your own way. When you put your heart first and lead with genuine intentions, you’ll find your footing and grow in time. It took West Shore Scuba 13 years to go from 6 divers to 103 travelers on this trip. Growth can be slow but you’re developing lifelong habits and relationships in that time.
By focusing on building a strong community and ensuring that every trip is more than just a vacation—but rather an adventure tailored to the needs of each diver—West Shore Scuba has set a benchmark for dive travel success.
Taking 103 people to Bonaire wasn’t just a milestone; it was a testament to the power of connection, passion, and strategic planning. If Ron and his team can do it, so can others—one relationship at a time.
The Three-Legged Stool: A Foundation for Success
Ron emphasized a key lesson he has learned throughout his journey in the dive industry—the concept of the “three-legged stool.” According to him, a successful dive business must operate effectively in three key areas: gear sales, education (including certification and continuing education), and travel. If all three legs are strong, the business stands firmly on its own. However, if one of these elements is missing—whether it be travel without gear sales, gear sales without travel, or education without the other two—the structure becomes unstable. When all three are firing on all cylinders, they create a self-sustaining cycle.
This cycle begins when a customer signs up for a class. They purchase gear to participate in the training, and once certified, they seek opportunities to use their new skills—often through travel. That experience may inspire them to take an advanced course, invest in additional equipment, and embark on new adventures. This continuous loop not only supports the individual diver’s journey but also sustains the broader dive industry. Ron firmly believes that any dive operation that does not recognize the importance of this balance does not fully understand the business.
What Did You Expect?
Reflecting on the early days of his dive shop and travel program, Ron acknowledged that while he did not have a specific number in mind regarding the size of the travel program, he always believed in its potential. To him, organized dive travel was “the best thing since sliced bread.” He was confident that if he could introduce enough people to the experience, they would embrace it enthusiastically. His focus was always on sharing the joy of diving with as many people as possible, knowing that once they experienced it firsthand, the program would exceed expectations, and they’d need more.
The 6 I’s of Diving: How West Shore Scuba Brings This Philosophy to Life
At West Shore Scuba, Ron sees every person who walks through the door not just as a potential diver, but as his next Divemaster. That’s right—not just an Open Water Diver, but someone who could one day lead and inspire others in the dive community. As Deep Blue Adventures puts it, there are six “I’s” in diving: Interest, Introduction, Induction (certification), Infatuation, Investment, and Impact.
Ron has seen firsthand how these six stages unfold in his own dive center, reinforcing his belief in the natural progression of a diver’s journey. It starts with sparking interest, whether through an engaging conversation or an inspiring underwater story. Then comes introduction—a try-dive course, a discovery dive, or a glimpse into the incredible skills one can develop. From there, it’s time for induction—official certification as an Open Water Diver.
Then, something powerful happens. Infatuation takes hold, leading to investment—not just in time and money, but in personal growth. Divers want to take more courses, refine their skills, and invest in the right gear to enhance their experiences. They crave new adventures, new destinations, and new challenges. As travel writer Matthew Karsten wisely put it, “Investment in travel is an investment in yourself.” And through diving, that investment transforms into something even greater: a deeper connection with the ocean, the dive community, and oneself.
“Are You Ready to Change the World?”
Ron has had the privilege of introducing hundreds of people to the underwater world, and while he’s never surprised when they return for more, he’s always excited to see their passion grow. This brings us to the final “I”: Impact.
Ron’s impact extends far beyond certifications and dive trips. He has invested in the future of countless divers, guiding them toward new skills and opportunities, but he also champions the betterment of our oceans. Every day, he asks his staff, “Are you ready to change the world?” It’s not just a slogan—it’s a mindset, a mission, and a call to action. In fact, his team embraces it so wholeheartedly that some even race to say it before he does each morning.
At West Shore Scuba, diving is more than a sport—it’s a lifelong journey, a way to make a difference, and an opportunity to leave the ocean, and the world, better than we found it.
During West Shore Scuba’s recent Bonaire trip with 103 travelers, an impressive 43 divers participated in the PADI Dive Against Debris initiative. West Shore Scuba’s Instructor, Scott Thorton, was able to honor his late wife throughout this initiative. Though she was a nondiver, she loved Bonaire and always had a passion to help clean up the environment. Not only was West Shore Scuba able organize this impactful course, but they also covered the course fees for every diver who wanted to take part. This wasn’t just about encouraging participation—it was about empowering divers to create meaningful change. That day, over 40 pounds of trash were removed from the ocean. While Ron acknowledged that the amount wasn’t overwhelming, it highlighted something just as significant: the near absence of trash in front of the resort. This underscored the effectiveness of Plaza Beach Resort Bonaire’s sustainability efforts and served as a lesson for other resorts and destinations. Simple but powerful initiatives—like restricting balloons at celebrations or using biodegradable materials—help protect our oceans and leave a lasting positive impact on the environment. And his divers were able to play their part in changing the world.
What’s Your Why?
Ron’s mission is driven by an unshakeable passion—the desire to share the world’s oceans with others in a way that changes their lives. For him, it all started with a simple goal: to take someone, introduce them to diving, and expose them to 70% of the planet that they’ve never seen or even imagined. That moment when a customer is completely blown away by what they’re experiencing—that’s the most powerful thing for him. It’s the kind of moment that makes someone ask, “How can I make this my life? How do I stay here, how do I quit my job to do this?”
It’s not just about creating unforgettable vacations—it’s about sparking a life-changing passion in people. He’s witnessed it time and time again—people coming back from a trip so transformed that they ask, “How do I do this again? How can I teach my kids to do this? How can I help others experience what I just did?” That is the heartbeat of the mission at West Shore Scuba—changing lives through scuba.
But Ron’s vision doesn’t stop at just sharing the thrill of diving. It’s about sparking passion and creating community. He sees the connections people make while diving—new friendships, shared adventures, and lifelong bonds. Team Bad Molar from the Bonaire group has plans for getting together in the Caymans this summer at one of the diver’s homes. While it may not be a West Shore trip, Ron is thrilled that he was able to play a small role in a much bigger connection and that brings Ron more joy than anything else—knowing he’s helped cultivate a sense of belonging that goes beyond the diving.
Ron’s journey to this mission didn’t happen overnight. He spent years in a cubicle doing IT work, wondering how he could change his own life and, in turn, change the way scuba is experienced in central Pennsylvania. He dreamed up countless ideas, many of which never came to fruition—but the key to his success was simple: he never stopped dreaming, and he never let fear of failure hold him back. In fact, Ron believes that if you’re not failing, you’re not pushing hard enough. It’s that relentless drive to break barriers and do something different that fuels everything he does today.
This passion is more than a business; it’s a calling to change the lives of others, to inspire them to dive deeper into not just the ocean, but into their own potential. And Ron will keep pushing forward, sharing that passion, inspiring others to dive in, and making the world a little bit smaller through the power of the ocean. Think about your why and let that drive you in all that you do.
Be sure to follow along as we post part 3 in the coming week! Missed part 1? Check it out here.
Photos courtesy of West Shore Scuba and Ron Willis.
