2025 marked a transformative chapter for Head Watersports, culminating in the acquisition of Aqua Lung — one of the most iconic names in diving.
With this bold move, Head not only expanded its brand family but also reinforced its commitment to preserving diving heritage while accelerating innovation across North America.
Rapid Expansion and Strategic Moves
The announcement came on June 28, when Head Watersports leadership confirmed the integration of Aqua Lung into its growing portfolio. The acquisition triggered a series of swift operational changes:
- Warehouse relocation: Head transitioned its main distribution hub from Texas to a new 60,000-square-foot/5,574-square-meter facility in Baltimore.
- Florida consolidation: Aqua Lung’s Miami operations were closed, with resources shifted to Delray Beach.
- Service team integration: A new North American service structure was established, emphasizing customer-centric sales and technical support.
Kirk Stolsenberg, director of SSI’s North American Service Center, noted that the integration was challenging, but it was essential to build a unified team that could support both legacy and new customers with excellence.
DEMA 2025: A Booth That Told the Story
The acquisition reshaped Head Watersports’ presence at DEMA Show 2025.
SSI Marketing Manager Rachel Steidley said:
“Our brand unveiled a redesigned 50’×50′ [15m x 15m] booth — its largest ever — symbolizing the scale and ambition of the newly expanded family.”
Head Watersports Marketing Manager Megan Ehrenberg emphasized the importance of brand harmony:
“It is important to support the individuality of each brand but respect the Headwater identity as a family.”
Sales and Training: A New Era
One of the most significant shifts came in sales strategy.
Head Watersports split its representation between Mares and SSI to better serve both equipment and training divisions. Key account managers were added to elevate support for North American training centers.
For Head Watersports, this wasn’t just about growth — it was about precision. They needed to ensure every brand had the right voice and every customer had the right support.
Preserving Legacy, Embracing the Future
The motivation behind acquiring Aqua Lung was deeply rooted in legacy. As Director of North American Sales Marco Maestri shared:
“Protecting the legacy of Aqua Lung and Apex was non-negotiable. With Aqua Lung being the oldest dive company and Mares the second, letting this opportunity pass would have been tragic.”
Looking Ahead to 2026
As the dust settles, Head Watersports is already looking toward a streamlined future. By the second quarter of 2026, the company aims to complete its brand reorganization, stabilize inventory production and overcome international trade hurdles. The goal: to proficiently supply global markets with every product in its brand family.
With Aqua Lung now part of the Head Watersports legacy, the dive industry watches with anticipation as they continues to redefine what it means to honor the past while diving boldly into the future.
