Diving in Phuket with Super Divers

Super Divers was started by two PADI instructors working in Phuket who thought the local diving industry was missing something. Rather than complain about it, they opened their own centre — and built it around the idea that customer service comes before profit, which is easy to say and harder to keep saying when it costs you money.

The business began online, as a specialist for Similan Islands liveaboards, offering advice to divers planning trips there. The feedback from those guests taught them something that shaped everything after: what people remember is not the equipment or the itinerary, it is whether somebody looked after them.