Adam Cruise, the driving force behind Cruise Sub Aqua in Cape Town, has been a pioneer in the South African scuba scene for almost twenty years. In the early 1990's Adam was part of a handful of visionaries that were instrumental in taking scuba diving from the traditional club scene to involve a wider audience of potential divers. This drive coincided with the re-introduction of PADI in South Africa in 1994.

After 2001 Adam has been involved in a number of underwater documentaries and films and became active in dive travel and journalism. Although still active in underwater documentaries and journalism, some years ago Adam became aware that inbound tourism would be the next boom-market for the diving industry as the potential and incredible variety of South African diving is unsurpassed and as a result he has opened Cruise Sub Aqua in Cape Town to capture the burgeoning tourist market.

Cape Town is already synonymous to the world for shark cage diving, a multi-million rand industry that attracts hordes of divers and non divers alike many of whom have begun to look around for the "regular" diving on offer. Cape Town not only has one of the highest levels of marine endemism in the world, it has dozens of wrecks and, best of all, it is an unbelievably easy place to learn scuba diving. There are no currents and the numerous coves and secluded beaches create ideal swimming-pool conditions even in a howling South Easter wind. Cruise Sub Aqua is now a PADI 5 star dive resort teaching all courses from PADI Discover Scuba to PADI Instructor. In particular Cruise Sub Aqua promotes PADI Specialty courses particularly Underwater Digital Photography, Wreck, Drysuit and Naturalist. Cruise Sub Aqua made South Africa's top 10 PADI Dive Centres for the number of PADI Specialty Course certifications in 2007.

Cruise Sub Aqua has not ignored the scuba potential of rest of the country either. The company is opening the international market to the annual Sardine Run, Tiger Sharks at Aliwal Shoal, Sodwana, Mozambique, Tanzania and the Indian Ocean Islands. At the last London Dive Show interest in the region had increased by 25%, with the annual tourism figures for South African increasing each year. This region is going to become a major Scuba Mecca, if it hasn't become already and Cruise Sub Aqua intends to be there every step of the way.