Store Director; Profit Center Leader

Store Director Role Profile

At Diventures – where safety is our number one priority and fun is our number one goal – we use our passion, and the power of water, to impact lives, change the world, and have fun doing it. The Store Director contributes to the success of Diventures by leading a team of full‑time, part‑time, and contracted team members to build positive experiences and lasting relationships with our customers through a high‑touch, high‑communication, personalized customer service experience.

The Store Director works closely with our customers, Diventures Store Support, store team members, and dive professionals to maximize both customer experience and the business results of the store, with sales of swimming lessons and aquatics programming, as well as scuba instruction, equipment, education and travel programs. Delivering on our brand promise, the Store Director acts with an owner/operator mentality to ensure that our people, programs and facility provide a safe, positive, engaging and exciting store environment and experience.

Responsible for the total performance of the business unit, the Store Director reports to the General Manager and works to optimize income and profit generation through the selection, training and leadership of the store team. As the leader of two specialized salaried assistants, a large team of swim staff, a small team of retail salespeople and a larger team of contracted dive professionals in the operation of the aquatics training center, the Store Director builds sustainable growth through individual and team development.

In addition to direct customer service (about one‑half of the time is spent on the retail floor and/or pool deck), the Store Director and the leadership team are responsible for ensuring safe operation, effective class scheduling and execution, efficient lead generation and conversion, equipment sales, instructor scheduling, product merchandising, inventory management, scuba equipment service, and the store's rental program.

The Store Director also works closely with the enterprise Store Support team to proactively develop new swim and dive professionals and ensure effective succession planning and program growth. A certified pool operator and certified diver (after completion of provided training) the Store Director keeps up to date with and maintains all industry safety and training standards for all pool and off‑site diving operations.

To be successful in this role, the Store Director must effectively lead the team in driving acquisition, conversion, and retention of swim, scuba, and travel customers while operating a safe, clean, and well‑merchandised retail training center. The Store Director also collaborates continuously with the Swim and Scuba Program Directors, Merchant Director, Travel Director, and other members of the Store Support team in planning, developing, and executing all aspects of the swim, scuba, retail, and travel experience in the location.

• Customer‑First Mindset
• Servant Leader
• Sense of Urgency
• Initiative
• Engaging
• Clear Communicator
• Tenacity
• Effective Time Manager
• Positive and Professional Image
• Business Acumen
• Positive Mindset
• Command
• Collaboration
• Problem Solver

• Demonstrable relevant experience in successfully leading customer‑focused teams: prospecting, recruiting, interviewing, selection, training, performance coaching, performance management, succession planning and separation.
• Successful sales leadership experience across varied media: in‑person, over the phone, and in writing (email, letters, etc.).
• Experience in efficient resource and financial management: revenue, margin, payroll, expenses.
• Scuba, aquatics, certified pool operator, lifeguard, or dive professional experience or a strong desire to learn those competencies.