For the Love of Diving - Keeping it Safe
Safer Divers. Smarter Habits. Stronger Operations. More Ocean Explorers.
Behavior-Based Safety for Scuba
“Behavior is the Final Frontier of Dive Safety. We Help You Navigate It.”
At Behavior, Inc., we specialize in applying the science underlying human behavior to high-risk environments, like scuba diving. We are the only company in the U.S. offering formal Behavior-Based Safety (BBS) programming tailored specifically to the diving industry. No PADI, NAUI, GUE, or SSI certification and/or courses offer this type of training. Human behavior is behind every accident and near miss. Even the most highly trained professionals and divers are not safe from a mishap that could take all of the fun out of diving, leading to a closed shop, end to a career, sickness, phobia, ruined reputation, lawsuit, or even death. A distraction, complacency, new unfamiliar environments, people, places, or conditions, etc., combined with bad habits, lack of awareness, or mediocre training can lead to a devastating event.
Led by a certified Master Scuba Diver with over 20+ years of combined experience in risk management, law, applied behavior science, and social sciences, we help dive operations create safer, more sustainable practices, above and below the surface.
Why Behavior-Based Safety?
Traditional safety training has its limits. While checklists and certifications are essential, unsafe behavior often persists because the root causes are misunderstood or overlooked. When incidents occur or people fail to report incidents despite training, human error or other human behaviors are often the reason why. We uncover the why.
Our approach goes deeper.
We analyze actual diver and crew behavior during real operations - on the boat, during pre-dive prep, underwater, surface intervals, and post-dive. We identify the subtle but critical patterns that lead to near misses, injuries, and operational risk. Then we work with your team to provide easy to implement data-driven, behavior-informed strategies that:
- Reinforce safe practices
- Prevent high-risk habits
- Improve communication and accountability
- Create a culture where safety is consistent and proactive
- Protect your customers from mishaps
- Protect your reputation as a safe operator
- Drive the increase in customers that follows from responsible operations
- Learn how to train skills not taught in traditional certification courses
More Than Just Training - We Create Sustainable Business Habits and Standard Operating Procedures that Work
We know that training without behavior change doesn’t last. That’s why our solutions don’t stop at instruction -they focus on the behavior behind the risk.
We deliver easy-to-implement “Train-the-Trainer” models that give your dive professionals the tools to coach and reinforce safe behavior daily.
We help you identify specific areas where divers and/or staff may need targeted, follow-up training based on real assessments. We collaborate with our team of real-world experts from both the recreational and the commercial diving world in our service delivery.
We use proven methods backed by science, not guesswork, so safety practices are both effective and sustainable.
Some of What We Offer
✔️ Confidential Behavior-Based Safety Audits for Divers, Instructors, Dive Shops, and Charter Operators
✔️ Customized Safety Observation Checklists
✔️ Train-the-Trainer BBS Implementation
✔️ Risk Factor Identification and Corrective Strategy Planning
✔️ Post-Incident Behavioral Root Cause Analysis
✔️ Support for Training Compliance and Legal Risk Reduction
We travel to you. Our objective is to provide you with the tools you need so much so that we work ourselves out of a job.
Partner with Us, Collaborate with Us, Hire Us, or Just Get to Know Us - It all starts with a quick chat!
Whether you’re a local dive shop, a large-scale operator, or a training organization like NAUI®, SSI®, or DAN®, we are here to help you elevate your safety standards through human behavior-based solutions. Adding the types of training packages that we offer to your list of course offerings in the shop or online will place your shop or other water-based sports operation in a category of its own and add thousands of dollars to your monthly revenue. Your divers will be safer and more confident as well.
Let’s make diving safer, for your team, your clients, and the future of the sport.
Contact us today to learn more or schedule a free discovery call. https://calendly.com/behavior-inc/30min
Email: Hello@bxincorporated.com or call (616) 322-0069. You will speak directly with a consultant. No AI bots answer our calls.
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Safer Diving is Fun Diving
The primary goal of BBS is to make diving safer, making it more fun for divers today and tomorrow.
Dive Operators, Resorts & Charters
We provide confidential safety and operational assessments, webinars for dive shop customers, collaborative training, and more. Nothing we do is cut-n-paste. No shop, individual, or operation is the same. Call or message us for details.
Training Organizations
We offer customized in-person and virtual train-the-trainer programs designed to enhance your existing training materials or supply you with new content to ensure long-term sustainability. Contact us today for more information.
Individual Divers & Teams
We offer hourly or flat fee consultations, webinars, and in-person training for individuals and teams seeking to strengthen specific behaviors or build the most effective dive team possible. It all begins with developing the right behaviors.
Our Fearless Leader
A.D. Ocean (Amber) is the Founder and Lead Consultant at Behavior, Inc., and yes, “Ocean” is her real name, which feels perfectly fitting. As a certified Master Scuba Diver and lifelong ocean enthusiast, Amber combines her love for the underwater world with her passion for human behavior to create safer, smarter environments, both in and out of the water. She's also a world traveler, a dedicated behaviorist, and, by most accounts, a pretty good cook.
Amber founded Behavior, Inc. out of a deep curiosity about the science of behavior and a strong belief in its power to change lives and, under some circumstances like this, save lives. Whether it is helping divers develop safer habits or guiding cultural transformation across entire cities and organizations, she knows that behavior change is the foundation for meaningful impact. Behavior-work spans individuals, communities, businesses, animals, and any living system where behavior matters—which is everywhere.
With Behavior, Inc., she has the opportunity to combine her love of diving with a place she loves, the underwater realm, while performing the type of work she loves.