Our History
Learn More About Reel Diving
Reel Diving is a premier European distributor of high-end diving equipment, serving recreational, technical, commercial, and military sectors. With deep roots in the industry and a passion for exploration, we represent top-tier brands and support a wide network of dive professionals across Europe.
Based in Sweden, our state-of-the-art facility and expert team reflect our commitment to excellence, innovation, and underwater adventure.
Reel Diving was born
Reel Diving is founded on a tiny budget, with Johan running operations solo for the first couple of years and teaching technical diving.
First Offices
The company opens its first modest office and warehouse: a 54 m² basement space in Johanneberg, central Gothenburg.
Distribution of SANTI
Begins official distribution of SANTI products. Oscar Svensson joins the company.
First Full Time Employee
Operations move to a larger 250 m² facility in Mölndal. Jamie Parker joins as the company as the first full time employee.
The Team Grows
Oscar Svensson becomes the second full-time member of the growing team.
SUEX joins the distribution portfolio
Reel Diving Relocates
Relocates to a new, purpose-built 800 m² warehouse in Mölndal. Reel Diving partners with JJ CCR. "Shark Dive Gear" is founded as a sub brand to Reel Diving. Johnny Chung joins the team.
Warehouse Extends
The warehouse is extended to 1150 m2. Reel Diving grows rapidly during the pandemic.
Distribution in the UK
SANTI & SUEX distribution starts in the UK. Travel starts again post pandemic. The team conducts a lot of diving operations in the UK, the Baltic and in Swedish mines.
Shearwater Distribution & SANTI Germany
Becomes the official Shearwater distributor across 25 European countries. SANTI distribution launches in Germany.
Austria, Switzerland, Sector & AGIR
SANTI distribution expands to Austria and Switzerland. The commercial/military side of the business gets it's own sub brand "Sector". Reel Diving partners with renowned Swedish brand AGIR. The facility expands once more, now covering 1,500 m². The company transitions to a new integrated ERP/CRM with Odoo.Now That's Reel History
Some photos from the years.
