Diventures Rapid Geographic Expansion Continues with Acquisition of Sub-Aquatic Sports and Services, in Battle Creek, Michigan

Jan 7, 2022 | News, Scuba, Swimming

Geographic expansion continues across the United States. Another state-of-the art aquatics facility planned.

OMAHA, Nebraska (January 7, 2022) – Omaha, Nebraska-based Diventures, the nation’s largest and fastest-growing network of swim and scuba centers, announced its most recent geographic expansion, with the acquisition of Sub-Aquatic Sports and Services, in Battle Creek, Michigan.

Dean Hollis

Dean Hollis, Founder of Diventures

“We’re excited to start 2022, with the same aggressive expansion pace as 2021. Adding another strategic acquisition and new geography to the Diventures national footprint,” said Dean Hollis, founder of Diventures. “Rick and Kim Sass and their team, have been serving the Michigan area scuba enthusiasts for 43 years, drawing divers from across the state and region. That tenure, reach and consistently robust travel program is a testament to how they treat their customers, who quickly become long-lasting friends. We look forward to continuing their rich heritage, learning from them and expanding their reach even further. The fact that we have added seven successful dive centers to the Diventures family in the last 14 months, is a testament that our mission, vision, values and business model is resonating, and people are excited to join the Diventures team,” said Hollis.

“We’re excited to start 2022, with the same aggressive expansion pace as 2021.”
-Dean Hollis, Founder of Diventures

The Battle Creek/Kalamazoo area scuba fanatics and aquatics enthusiasts have something else exciting to look forward to. Diventures plans include building a new facility that will include an 8,000+ square foot state-of-the art swim and scuba center, an indoor heated pool, ranging from 3.5 to 12 feet deep, a retail store, classrooms, a scuba service center and a travel center. The location will also offer world class swim lessons, comprehensive scuba education programs, equipment sales and service and world-wide group and private travel. The new Diventures location will be the go-to place for all aquatic enthusiasts.

Will Munroe

Will Munroe, General Manager

“When Rick and Kim first reached out to us, I was immediately impressed with their dedication to superlative customer service and to building genuine, lasting relationships with their customers,” said Will Munroe, Diventures’ General Manager. “The Sass’ approach to business is so harmonized with Diventures’ vision, mission and values, that this was an immediate ‘yes’ for us. We’re incredibly excited to learn from and build on the incredible legacy that Kim and Rick have established, and to carry the torch forward in the Battle Creek, Kalamazoo and greater Michigan area. There’s no better way for us to ring in the new year than with our first expansion of 2022 with Sub Aquatic Sports and Service!”

“After being an integral part of the diving community for over 40 years, Sub-Aquatic Sports and Service is excited about joining the Diventures family,” said Kim and Rick Sass.  “We have always been focused on our dive community and have a great environment to do so. Michigan offers unique dive opportunities, from the Great Lakes shipwrecks to over 11,000 inland lakes to explore.  Our international travel program has allowed us to see the most amazing underwater sites in this world.  We have been blessed with an active and thriving diving community.  We feel a strong obligation to them, and to make sure that the sport continues to grow in our area.   We couldn’t be happier with the opportunity to pass the baton to Diventures.   Their vision and commitment to the future of scuba is exciting.  We look forward to working with them and taking diving to the next level,” said the Sass’.

Sub-Aquatics Sports and Service, will continue to be located at the existing location, at 437 North Helmer Rd.  Battle Creek, MI 49037

About Sub-Aquatics Sports and Service:
Sub-Aquatics Sports and Service has been serving the Battle Creek and Kalamazoo market as the area’s premier scuba instruction center for over 40 years, providing world-class scuba instruction, retail sales and service, international travel, and dive education as well as local dive opportunities and events. Visit www.sassdive.com for more information.

About Diventures:

Diventures was founded in 2009, with one location in Omaha, Nebraska. We continue to expand with more than a dozen locations across the U.S. Diventures provides concierge-level customer service for swim lessons, scuba certifications, equipment sales and service, and group and private travel. Diventures is committed to safety and fun in the water, as well as giving back to support local and global communities. Employing hundreds of people and serving thousands of customers per year, Diventures uses their passion, and the power of the water, to impact lives and change the world… and have fun doing it!

Visit www.diventures.com for more information.


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