Frog Dive

Key results

• 100% Course booking availability
• 0 Security incidents
• 24/7 Store monitoring
• 50+ Custom template sections

The Challenge

Frog Dive is a scuba diving centre in Gladesville, Sydney, offering PADI courses, kids' programs, guided dives, gear hire and a full shop for scuba, spearfishing, freediving and snorkelling. The Frog Dive Shopify store has to sell all of it in one place, and that is trickier than it sounds.

Selling dive courses alongside physical gear means product templates doing double duty. A PADI Junior Open Water Diver course needs dates, age requirements, what is included and what to bring. A regulator or dive computer needs specs, pricing and stock. Both live in the same store and both need to convert.

Navigation adds another layer. The menu spans everything from Discover Scuba and Open Water through to Divemaster training, technical diving and rebreathers, plus Go Diving experiences and a deep shop. It all has to be easy to browse on mobile, where many divers plan their next course or trip.

The Solution

The store runs on Shopify with custom Liquid templates for each product type, and I keep it maintained and secure. The work centers on making courses and gear sell side by side without compromise.

Key pieces include:

• Course-oriented product templates with date selection, requirements, inclusions and what to bring
• Gear templates for scuba, spearfishing, freediving and snorkelling equipment
• Deep mega-menu navigation across courses, Go Diving experiences and the shop
• Merchandising for sale items, gear packages, gift cards and gift ideas

Course pages present each session date as a selectable option, including an option to pick a date later, so customers can book straight away or secure their place first. Gear pages focus on the product details divers compare before they buy.

I maintain the theme, monitor the store and keep courses bookable at all times. The key results summarize it: 100% course booking availability, 0 security incidents, 24/7 store monitoring and more than 50 custom template sections across the store.

Sydney's scuba experts: courses, dive trips and gear in one store

Frog Dive operates seven days a week from 288 Victoria Road, Gladesville, and covers almost every part of diving. Customers can learn to dive, continue their training, book guided dives, hire gear and buy equipment, all through the same website.

That breadth is a strength, but it means the store serves very different visitors. A parent looking at kids' scuba, a new diver booking Open Water, an experienced diver heading into technical training and a spearfisher shopping for a new gun all need to find their path quickly.

The Shopify store is organized around those journeys, with clear entry points for Courses, Go Diving and Shop, and supporting pages for the team, dive sites, diving medicals and diving holidays.

Course product templates for PADI training

Courses are sold as products, so their templates are built around what students need to know. The PADI Junior Open Water Diver page, for example, shows:

• Upcoming course dates as selectable options, plus an "I'll pick a date later" choice
• Who the course suits, with a minimum age of 12
• How the course works, from PADI eLearning to pool sessions and ocean dives at Clifton Gardens and Shelly Beach
• Requirements, what is included and what to bring

This structure answers the questions that usually lead to phone calls or emails, so customers can book with confidence. The same template approach supports the full range, including Open Water, Advanced, Rescue, specialty courses, Divemaster and the Instructor Development Course.

Gear templates for scuba, spearfishing, freediving and snorkelling

On the shop side, product templates focus on gear. Divers compare BCDs, regulators, dive computers, fins, wetsuits and tanks closely, so specs, pricing and sale prices need to be clear and consistent.

The shop is organized into four worlds: Scuba Diving, Spearfishing, Freediving and Snorkelling, each with its own collections. Scuba alone covers diving apparel, gear packages, dive computers, BCDs, regulators, masks and snorkels, thermal protection, torches, tanks and rigging, rebreathers and second-hand gear.

Merchandising sections on the homepage promote wetsuit sales, featured products and gift cards, while payment messaging explains buy now, pay later options. Each section is built in Liquid and editable in the theme editor, so the team can change promotions without development work.

Mega-menu navigation from Discover Scuba to technical diving

The Frog Dive Shopify store menu has to cover a lot of ground without becoming a wall of links. Courses are grouped by stage: Scuba for Kids, Learn and Try Dive, Continuing Diving Education, Specialty Courses, Professional Training, Technical Diving and Online Training.

That grouping helps customers find the right next step. A new diver sees Discover Scuba and Open Water first, while experienced divers can jump straight to TDI decompression procedures or rebreather courses such as the Poseidon Se7en and Hollis Prism 2.

Go Diving brings together the dive calendar, private guided shore dives, gear hire, dive sites and diving holidays. The shop menu then breaks gear down by discipline. The whole structure works on mobile, where many customers plan their next dive.

Maintenance, security and local search for Frog Dive

With courses booked weeks in advance, the store has to be available around the clock. I monitor it 24/7, keep the theme and apps up to date and test changes before they go live. So far that has meant 100% course booking availability and 0 security incidents.

Local visibility matters for a Sydney dive centre, and clear course pages, dive site content and the Gladesville address all support local search. My guide to Google AI Mode and AI Overviews for small businesses explains how businesses like Frog Dive stay visible as search changes. For another specialist outdoor store I maintain, see Outdoor eStore.

If you sell courses, bookings and products from one Shopify store, get in touch.

Tech stack

Shopify, Liquid, JavaScript, CSS

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