A Detailed History of Who Has Bought and Sold RAID

Below is a detailed history of the ownership changes of the Rebreather Association of International Divers (RAID), a dive training organization founded in 2007. This account is based on publicly available information up to March 16, 2025, tracing its founding, sales, and transitions through various owners. Written for clarity and practicality, it provides a comprehensive look at who has bought and sold RAID, with as much depth as the sources allow given its status as a private entity.

The Rebreather Association of International Divers (RAID), now known as Dive RAID International, was established in 2007 as a specialized dive training agency focused initially on rebreather diving. Over the years, it expanded into recreational, technical, and freediving certification, becoming a notable player in the global dive education market. Its ownership history reflects a journey from a founder-driven startup to a series of strategic acquisitions, culminating in its current ownership by a group of dive industry professionals. Here’s the full story of who has bought and sold RAID.

Founding and Early Ownership: Barry and Celia Coleman (2007–2014)

Who: Barry and Celia Coleman
Details:
- RAID was founded in 2007 by Barry and Celia Coleman in Australia, with a mission to develop training programs for the Poseidon Mk VI Discovery Rebreather, a recreational closed-circuit rebreather (CCR) launched that year. Barry Coleman, an experienced diver who began rebreather diving in the early 1990s, worked closely with Poseidon’s design team to bring the Mk VI to market, necessitating a dedicated training framework. Celia Coleman, though less documented, co-founded RAID, likely contributing to its operational or administrative setup.
- Headquartered initially in Beresfield, New South Wales, RAID started as a niche agency focused on rebreather training, capitalizing on the growing interest in CCR technology. Its early innovation was a fully online academic system—no classrooms, paper, or plastic—claiming zero environmental impact, a model that set it apart from traditional agencies like PADI and SSI.
- From 2007 to 2014, RAID remained under the Colemans’ control, growing steadily as it expanded beyond rebreathers to include open-circuit scuba courses at recreational and technical levels. By 2014, RAID offered over 60 online programs, from beginner to instructor examiner levels, covering snorkeling, scuba, and freediving. No external sales occurred during this period—the Colemans retained full ownership, building RAID’s reputation and infrastructure.
Status: Privately owned by Barry and Celia Coleman.

Partial Sale and Expansion: Jim Holiday and Paul V. Toomer Join as Shareholders (2014)

Seller: Barry Coleman (partial stake)
Buyers: Jim Holiday and Paul V. Toomer (minority shareholders)
Details:
- In 2014, Barry Coleman sold shares of RAID to Jim Holiday and Paul V. Toomer, marking the first ownership shift. The exact percentage of shares sold and the financial terms remain undisclosed—private company transactions rarely reveal such specifics—but this move brought in key industry figures to accelerate RAID’s growth. Barry and Celia Coleman retained majority control, with Barry continuing as an active leader.
- Jim Holiday: Appointed CEO and President in 2014, Holiday drove RAID’s “exceptional growth” over the next four years. His background isn’t extensively documented, but his leadership saw RAID join the United States Recreational Scuba Training Council (RSTC) as its first associate member in June 2016, a significant milestone enhancing its credibility.
- Paul V. Toomer: A prominent figure in technical diving, Toomer joined RAID as Director of Diver Training and a major stakeholder in 2014, leaving his role as SSI’s Director of Technical Training. With a career spanning since 1997, including rebreather and tech instruction, Toomer brought expertise and vision, later becoming President in 2019. His influence helped RAID adapt to new equipment (e.g., Poseidon SE7EN) and expand technical programs.
- This partial sale wasn’t a full handover but a strategic partnership. RAID’s growth under Holiday and Toomer included partnerships (e.g., Dive Pirates Foundation for adaptive scuba in 2016) and certifications from the European Underwater Federation (EUF) with CEN and ISO standards in October 2017, solidifying its global standing.
Outcome: Barry and Celia Coleman remained majority owners, with Holiday and Toomer as minority shareholders driving expansion.

Sale to Kalkomey Enterprises, LLC (2018)

Seller: Barry and Celia Coleman, Jim Holiday, Paul V. Toomer (full ownership)
Buyer: Kalkomey Enterprises, LLC
Details:
- In April 2018, RAID was fully acquired by Kalkomey Enterprises, LLC, a U.S.-based company specializing in online education for outdoor recreation (e.g., boating, hunting, snowmobiling). The sale price isn’t public—estimates suggest $10M–$20M, reflecting RAID’s growing network (thousands of divers certified annually) and its advanced digital training platform, a natural fit for Kalkomey’s portfolio.
- Seller Context: Barry Coleman, still active with RAID, likely saw this as an exit opportunity after a decade of ownership, with Holiday stepping down as CEO in 2018 and Toomer staying on as President. The Colemans, Holiday, and Toomer collectively sold their stakes, ending founder and early investor control. Celia’s role by this point is less clear—she may have stepped back earlier.
- Buyer Context: Kalkomey, based in Dallas, Texas, aimed to diversify its offerings beyond boating and hunting into scuba diving. RAID’s paperless, online-first model aligned perfectly with Kalkomey’s expertise in delivering regulatory-compliant e-learning (e.g., state boating certifications). The acquisition added RAID’s 60+ programs and growing instructor base to Kalkomey’s suite, enhancing its outdoor education dominance.
- Outcome: Under Kalkomey, RAID maintained its brand and operations, with Paul Toomer as President ensuring continuity. The agency continued partnerships (e.g., RSTC, Rebreather Training Council) and expanded its technical and recreational offerings, though Kalkomey’s ownership lasted less than four years.

Current Ownership: Dive RAID International (2022–Present)

Seller: Kalkomey Enterprises, LLC
Buyer: Dive RAID International (management team of dive industry professionals)
Details:
- In January 2022, Kalkomey sold RAID to a group branded as Dive RAID International, composed of dive industry professionals. The sale price remains undisclosed—likely in the $15M–$25M range, given RAID’s expanded scope (recreational, technical, freediving, public safety diving) and its established digital infrastructure. This marked a return to dive-centric ownership after Kalkomey’s broader outdoor focus.
- Seller Context: Kalkomey’s brief tenure (2018–2022) suggests a strategic pivot—possibly divesting RAID to focus on core markets (boating, hunting) or capitalize on its growth. The sale aligned with a trend of outdoor education firms refining their portfolios post-COVID demand spikes.
- Buyer Context: Dive RAID International isn’t a traditional company but a management team of industry insiders, likely including Paul V. Toomer (President since 2019) and other key figures (names undisclosed). This group aimed to refocus RAID on recreational/sport diving while maintaining its technical and freediving strengths. Operating from Gothenburg, Sweden (shifted from Australia), they’ve broadened RAID’s appeal—e.g., emphasizing adaptive scuba and public safety diving—while retaining its online-first ethos.
- Outcome: As of 2025, Dive RAID International owns RAID, overseeing 3,000+ dive centers and a robust digital platform. Certifications remain approved by the UK Health and Safety Executive (HSE) and EUF, with no further sales indicated. Barry Coleman continues working with RAID in an unspecified capacity, suggesting advisory or legacy involvement.

Ownership Timeline

2007: Founded by Barry and Celia Coleman—privately owned, rebreather focus.
2014: Partial sale to Jim Holiday and Paul V. Toomer—Colemans retain majority, growth accelerates.
2018: Sold to Kalkomey Enterprises, LLC—$10M–$20M (est.), full acquisition.
2022: Sold to Dive RAID International—$15M–$25M (est.), current ownership by dive pros.

Why Ownership Changes Matter

Innovation: The Colemans’ online model (2007) and Toomer’s technical push (2014) shaped RAID’s edge—e.g., lifetime course access, no-classroom training.
Growth: Holiday’s tenure (2014–2018) and Kalkomey’s scale (2018–2022) boosted RAID’s global reach—RSTC membership, EUF certification.
Focus: Dive RAID International’s 2022 buyback refocused RAID on diving’s core—sport, tech, and safety—vs. Kalkomey’s broader outdoor scope.
Valuation: From a rebreather niche to a $15M–$25M asset, RAID’s value reflects its digital prowess and market adaptability—smaller than PADI ($700M) but agile.
Gaps: Private status obscures exact stakes and prices—estimates derive from industry norms and RAID’s growth trajectory.

Final Note

RAID’s ownership journey—from the Colemans’ 2007 rebreather vision to Dive RAID International’s 2022 stewardship—charts a nimble rise. Barry and Celia built it, Holiday and Toomer scaled it, Kalkomey broadened it, and dive pros reclaimed it. By 2025, RAID’s a digital-first leader, training divers in Key Largo or Cozumel with tech savvy and industry grit. No wild PE flips here—just a steady evolution. Want to compare RAID to PADI’s $700M saga or SSI’s HEAD tie? Let me know—I’ve got the threads ready!

Motus Aquaticus

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