In a huge announcement for the freediving world, International Training (ITI), the parent company of SDI, TDI, ERDI, and First Response Training International, has announced its acquisition of Performance Freediving International (PFI).
This means that SDI/TDI shakes up the freediver training market with an acquisition of one of the pioneers of freediving training, rather than some of the other agencies that have licensed existing training products or developed their own.
Kirk Krack, President of PFI, said: “I’m excited that PFI is joining the ITI brand of companies that includes TDI and SDI. I’ve been a TDI instructor trainer since the late-1990s and have always been impressed with their forward thinking, adherence to the highest standards and industry-leading customer service. We’re looking forward to taking PFI to a new level both for our customers and our professional members.
“Our focus on innovative and industry ground-breaking educational products instead of market share has always been our hallmark and why we have the highest instructor training standards out there. ITI recognises this and now – with a full-time customer service centre, product development department, a professional marketing group, and an amazing management team – we can realise the full vision for PFI that we’ve been working towards since its inception almost 20 years ago. Watch for amazing things ahead.”
Brian Carney, President of ITI added: “Partnering with PFI and Kirk is something we started exploring doing over many years ago and to see it finally come to fruition is really exciting. Freediving is something really personal to me as I did a lot of freediving in my 20s and I am now doing it with my son. With their expertise as the premier freediving training organisation in the world, and our tools for creating new materials, managing qualifications, and marketing, we know this will be a big benefit to everyone involved.”