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DiVentures Scuba and Swim Centers Acquires Madison Swim Academy

If you live in the Madison, Wisconsin area and are thinking about getting into scuba diving, DiVentures Scuba and Swim Centers may have a solution for you.

The Omaha, Nebraska-based company recently announced it had acquired the Madison Swim Academy (MSA) with locations in Fitchburg and Sun Prairie, Wisconsin. These are the fifth and sixth DiVentures locations across four states.

DiVentures said it plans to enhance both properties’ facilities, including adding a state-of-the-art dive pool for onsite scuba training at the Fitchburg location. By building upon an already solid swim program, these expansions will make the location a go-to for all aquatics enthusiasts.

DiVentures founder Dean Hollis saw the philosophy between the two companies aligned, and is eager to enhance the two MSA properties:

“We’re excited to be growing with such a great group and are proud to carry on our shared dedication to learning, safety and fun in the water. The future holds great things for our newest team members and customers, including building improvements, a dive pool for scuba training and much more. We look forward to being a part of the Madison community.”

Former MSA co-owner Kim Rufenacht will stay involved through at least November, to ensure a smooth transition and to provide coverage while academy Director Emily Lindow is on maternity leave. Rufenacht said:

“The decision to dedicate more time to family and step back from ownership at MSA was one that I thought about for a while, but it’s the right one. With DiVentures stepping in, I have full confidence MSA’s two locations are on their way up. This is a great thing for swimmers and divers in our community.”

In addition to the new sites in Wisconsin, DiVentures also has locations in Omaha, Nebraska; Springfield, Missouri; North Liberty, Iowa; and Table Rock Lake in Branson, Missouri.

For more information about the company’s scuba classes, check out the DiVentures website at

John Liang
John Liang
John Liang is the News Editor at He first got the diving bug while in High School in Cairo, Egypt, where he earned his PADI Open Water Diver certification in the Red Sea off the Sinai Peninsula. Since then, John has dived in a volcanic lake in Guatemala, among white-tipped sharks off the Pacific Coast of Costa Rica, and other places including a pool in Las Vegas helping to break the world record for the largest underwater press conference.