Diver Dan's Mission Statement "To be the leader in the Northern California Diving Community. To provide the best customer service, best selection of products and services, and offer it at the best price possible. We will also maintain and promote the highest standards in our diver education and diver safety. Diver Dan's is more than a company, it's a philosophy of excellence" History Of The Business Diver Dan's is the largest volume retail Scuba store in Northern California. On July 17, 1995, Dan King purchased "Wet Pleasure" and changed its name to "Diver Dan's Wet Pleasure". Prior to the store being called "Wet Pleasure", it was called "Steele's Scuba". In January of 2002, Dan officially shorted the name of the store to just Diver Dan's. In total, the store has been in business for over 35 years.