SEALS Watersports

Seals may have closed its doors, but that doesn’t mean this community has to drift apart. 🌊

Zeke is starting North Coast Dive Collective — a place to stay connected, swap stories, post dive conditions, and plan the next trip together. A shop can close its doors, but this crew isn’t going anywhere.

Join us on Discord → (https://discord.com/invite/mwdxnyFgN) Link in IG bio 🤙

Before officially closing our doors, we’re clearing out the last of our rental fleet today, Saturday August 22.

Come grab a piece of Seals history (and a great deal) until 7PM TODAY.

Thank you for diving with us. 💙🐚

Gear up before it’s gone 🤿

Our rental gear is TODAY & TOMORROW ONLY. Great condition, great prices.

Fri Aug 21 & Sat Aug 22, 9AM–7PM.

See you at the shop 2112 Armory Dr Santa Rosa.

FINAL SALE: Rental Gear Liquidation

Seals Watersports is selling off our entire rental fleet tomorrow and Saturday. Priced to move. Gently used, shop-maintained gear. First-come, first-served, so don’t wait. Once it’s gone, it’s gone. 💙

📅 Fri., Aug 21 – Sat., Aug 22
🕘 9AM – 7PM
📍 2112 Armory Dr. Santa Rosa

It’s been an honor. 🌊
Final Sale — 40% off everything in the shop.

One week left. Come see us before Saturday, August 15th — our last day open.

Thank you for all your support.

— Zeke & the Seals Watersports Team
📍 2112 Armory Drive, Santa Rosa
Open 10AM–6PM (Closed Wed & Sun)

Thank you to everyone who has reached out over the last few days. The support, kind words, and memories you've shared have meant more to my family than I can express.

As store operations begin to wind down, we're increasing our storewide discount to 30% off everything in stock.

If you've been thinking about upgrading gear, replacing old equipment, or picking up something you've had your eye on, now is a great time!

We will continue to be open to the public through Saturday, August 15th, while inventory lasts.

All gear rentals will be due back by Monday, August 10th.

If you've ever wanted to own a local dive shop or continue serving the Sonoma County dive community, I'd still love to hear from you. Please don't hesitate to reach out with any questions.

Most importantly, thank you for supporting Seals Watersports over the years. Seeing so many familiar faces these last few days has reminded me just how special this community really is.

Jen and I hope to see you in the shop.

— Zeke

To Our Seals Watersports Family,

I have written and rewritten this letter more times than I can count because its weight is heavy.

For more than fifty years, this dive shop has served Sonoma County from the same location on Armory Drive. It began as Pinnacles Dive Center in 1973. After managing Pinnacles for 25 years, my stepdad, Scott Taylor, purchased the business in 2014 and thus it became Seals Watersports. My wife, Sara, and I took ownership in 2021. Two dedicated families carried one shared mission: helping people safely explore and enjoy the underwater world.

When the building sold and my wife and I found out that we had until August 31st to vacate, it forced us to step back, reflect, and reevaluate our priorities. We explored many options including different business models and potential new locations. We spent many long nights talking about what the coming years would look like for our family; our financial security, retirement, healthcare, and the kind of life we want to build together. We've come to the tough realization that continuing the business is no longer the right path for us.

Speaking personally, if this decision were based solely on passion, I would never close the shop. Being a part of your diving journey has been one of the greatest privileges of my life. I've loved introducing new people to diving, talking gear, servicing regulators, filling tanks, hearing about your trips, and seeing familiar faces walk through the door. I've taken pride in supporting recreational divers, professional divers, scientific divers, dive instructors, local marine research programs, and the incredible community that has grown around this little shop. Recently many of you have reached out with encouragement, kind words, and even offers to help us move the shop, reminding me that this business has never really been just about selling equipment. It has always been about the people. I am deeply grateful for every phone call, email, conversation, and offer of help.

Seals Watersports will begin the heartbreaking process of winding down operations and closing its doors in the coming weeks. Until then, we will continue to reduce inventory, complete existing repair work, and help everyone prepare for the transition. We will share important dates and changes in store hours as they evolve.

This all has been extremely difficult for us to accept, but one hope still remains.

Nothing would make us happier than seeing someone come out of the woodwork, pick up the torch, and continue this legacy under new ownership so that Sonoma County’s dive community may continue to grow. We are in negotiations with two potential new locations, both available immediately. If this speaks to you, I sincerely encourage you to reach out to me ASAP!

How amazing would it be if, instead of this being the end of a fifty-year-long story, this is just the beginning of a new chapter?

Looking forward to hearing from you,

Zeke

Seals Watersports • 2112 Armory Drive • Santa Rosa, CA 707-542-3100 • [email protected]
Open 10AM–6PM (Closed Wed & Sun)

Two days left for our inventory reduction 20% off sale.

Rashguards, wetsuits, fins, masks, dive computers, regulators — all 20% off. Come in Thursday or Friday and let’s help you find something. We appreciate every single person who has come in and supported us through this transition. It really does mean the world.

📍 2112 Armory Drive, Santa Rosa | Open 10AM–6PM (Closed Wed & Sun)

Friday feeling = new fins at 20% off. 🫧

We’ve got a great selection in stock right now and they’re all part of our storewide inventory reduction sale. One week left — come grab a pair before they’re gone.

Also a heads up: July 31 is the last day we’re accepting regulator service and repairs, so don’t put that off either!

📍 2112 Armory Drive, Santa Rosa | Open 10AM–6PM (Closed Wed & Sun)

Dive gear AND surf gear, all under one roof, all 20% off. 🏄

Whether you’re chasing waves or kelp forests, we’ve got what you need. One week left on our Inventory Reduction Sale — we’re helping fund our move to a new location and the deals are real. See you in the shop!

📍 2112 Armory Drive, Santa Rosa | Open 10AM–6PM (Closed Wed & Sun)