When the Avelo System entered the diving industry, it introduced a completely new way of experiencing scuba diving. As one of the first dive operators in the world offering Avelo training and equipment rental, Dive Friends Bonaire found itself at the forefront of diving innovation.
The challenge was not only introducing a new piece of equipment, but creating a complete experience around it. Based on market research, years of experience with international visitors, and a strong understanding of the North American diving market, I identified an opportunity to develop a premium all-inclusive diving experience tailored specifically to this audience.
The result was the Avelo Experience: a fully curated week combining Avelo training, boat dives, equipment rental, accommodation, and transportation into one seamless package.
My RoleThe Avelo Experience was an initiative I developed from concept to launch. I was responsible for defining the product proposition, shaping the customer journey, and translating market insights into a commercially viable experience.
Together with our Avelo instructor, I developed the diving program and experience structure. I coordinated internal stakeholders, aligned operational requirements, and developed the go-to-market approach, ensuring the product matched the expectations and needs of the target audience.
From strategy and positioning to marketing execution, I led the project from idea to market launch.
Developing the Avelo Experience required close collaboration with the Avelo inventor and key industry partners. Together, we continued refining the experience, ensuring it delivered value not only from a diving perspective, but also as a complete travel experience.
The project involved collaboration with established diving brands and partners, including Shearwater and Scubapro, helping position the experience within the wider diving ecosystem and strengthen its credibility among experienced divers.
Developing the Avelo Experience required close collaboration with the Avelo inventor and key industry partners. Together, we continued refining the experience, ensuring it delivered value not only from a diving perspective, but also as a complete travel experience.
The project involved collaboration with established diving brands and partners, including Shearwater and Scubapro, helping position the experience within the wider diving ecosystem and strengthen its credibility among experienced divers.
The Avelo Experience has evolved from a new concept into a recurring premium product within the Dive Friends portfolio. The experience is now offered four times per year, with each edition showing continued growth in participation and interest.
Beyond the direct revenue generated through the experience itself, the initiative has helped establish Avelo as a recognized offering within Dive Friends. Since launching the program, we have seen a significant increase in Avelo-related bookings outside of the dedicated experience weeks, demonstrating the broader impact of creating awareness and building confidence around this new way of diving.
The project validated the opportunity to develop innovative, experience-driven products that create new revenue streams while strengthening Dive Friends' position as a leader in diving innovation.
