Rich Synowiec, owner of Michigan-based Divers Incorporated, has released a new book chronicling the realities of building an enduring career in the dive industry.
Titled “Dear Natalie, This Is How It’s Done: Building a Career Around the Life You Want,” the book was inspired by a 2023 conversation where his daughter announced her intention to take over the family business.
Lessons From Two Decades of Dive Shop Ownership
Since 2004, Synowiec has operated the PADI Five-Star Instructor Development Center and TecRec facility, where he has gained a wealth of experience. The book is structured as personal letters addressed to his daughter Natalie.
The book pulls no punches, addressing the operational hurdles of running a dive business. Chapters detail actual operating figures, staffing crises and the fallout of the 2020 pandemic shutdowns. There is also a deeply personal chapter about Synowiec’s recovery from a severe cardiac event that required 48 weeks of structured therapy.
The book wraps up with an entry penned by Natalie herself, detailing her independent path to working as a certified diving professional in Bonaire.
Community Over Certification Cards
Beyond family succession, the book tackles a systemic challenge felt across the recreational scuba industry: How to move away from transactional certifications toward long-term diver retention.
Synowiec argues that dive shops must look beyond quick card processing, since only an active local community converts them into committed, lifelong divers.
Commenting on the core philosophy behind the project, Synowiec stated:
“This isn’t really a diving book. It’s about what it takes to build something durable out of a want instead of a need — and about handing that thing to someone else without pretending you know exactly how they’ll carry it.”
The title is currently available on Amazon Kindle, paperback and hardcover. Physical copies are also stocked at the Divers Incorporated retail location in Ann Arbor, Michigan.
