Sub Sea Systems, Inc. (SSS), a company specialising in immersive, memorable and hands-on encounters that educate through entertainment, has shared some insights into its history, mission and latest products.
Since 1985, SSS has been at the forefront of marine innovation, transforming underwater exploration for non-divers, non-swimmers, and thrill-seekers worldwide. The family-owned, California-based company was founded by ocean enthusiasts passionate about expanding access to ocean recreation in entertaining and educational ways. Sub Sea Systems has become a leader in the underwater tourism industry, from semi-submersible boats and interactive underwater helmets to VR snorkelling and more.
The history of Sub Sea Systems
Sub Sea Systems’ founders made waves in 1987 by patenting the SNUBA shallow-water diving system. Bridging the gap between snorkelling and scuba diving, SNUBA opened the underwater world to tourists without the skills or time for traditional diving.
In 1989, the company’s reach grew significantly with the launch of the Nautilus I (later renamed Sea Dancer), the first Coast Guard-approved semi-submersible in US waters. This vessel operated continuously in Maui, Hawaii, for over 30 years. As a remarkable engineering achievement, it provided a unique view of the underwater world through its large windows, making underwater sightseeing accessible and comfortable. From 1989 to 2002, SSS fabricated 21 semi-submersibles to meet the increasing demand for immersive marine experiences.
SSS also launched the SeaTREK helmet diving system in 1999, providing a guided underwater experience for those not certified to dive. SeaTREK rapidly gained popularity worldwide, recording over 3.5 million experiences at over 50 locations across 25 countries, including renowned sites like SeaWorld Yas Island in Abu Dhabi.
Key products
As SSS grew, so did its range of innovative products. In 2003, the company introduced “Aviator,” the first-ever winged submersible designed to “fly” underwater to a depth of 1,500 feet.
In recent years, SSS has continued to innovate with products that combine adventure with relaxation in the underwater realm. The Clear Lounge, introduced in 2015, is the world’s first underwater oxygen bar, while the Aquaticar, patented in 2017, provides a theme park-like experience driven by air bubbles.
The first Aquaticar system was commissioned by Saudi Arabia’s Qiddiya Aquarabia Water Theme Park, showcasing SSS’s worldwide impact and the allure of its high-concept, eco-friendly designs. This distinctive attraction received top honours at blooloop’s Innovations Awards for its unique ride concept and the Bubble Engine technology.
Another impressive offering is DIVR+ (pictured, top), created in partnership with Ballast Technologies in 2020. This virtual reality snorkelling system features haptic feedback for an immersive experience, enabling resort guests to discover virtual coral reefs and underwater worlds straight from their hotel pools. The DIVR+ system has already captivated visitors in the US and Brazil, reflecting SSS’s talent for merging technology with experiential design.
SolarCat is a solar-electrically powered chaise lounge. The watercraft features seating for 2+ people and recessed dual motors and propellers. It is easy to drive and steer with rudderless directional force.
Other new concepts include Kaimana, a design for a freestanding underwater gaming arena that offers SeaTREK and DIVR+ activities in a single pool. This includes changeable games and challenge courses, such as an underwater maze and a target shooting game using patented bubble blasters.
Meanwhile, DIVE BELL is a concept design for an extended reality motion simulator ride created in collaboration with DOF Robotics.
The DIVE BELL ride capsule is suspended over a pool of water to give the illusion that it’s ready to descend to the depths. It transports guests to another world, such as to a deep-sea base. When they exit the ride, they enter a moon pool area where they enter a SeaTREK helmet diving activity, which maintains storyline continuity and immerses guests in the thrill of an underwater adventure.
A new era
In 2023, Sub Sea Systems introduced Sub Sea Creative, a consulting and design division that harnesses its extensive marine engineering expertise to craft imaginative underwater exhibits and engaging aquarium attractions. This new initiative reflects SSS’s dedication to storytelling and visitor interaction, assisting facilities globally in creating personalised experiences that bring the ocean’s wonders to life.
Proudly family-owned and operated across two generations, SSS emphasises integrity, high-quality American craftsmanship, and accessibility in its operations. The company’s commitment to environmental stewardship and its passion for sharing the ocean with others have remained core principles. SSS’s founders continue to advocate for underwater accessibility, inspiring a new generation of ocean ambassadors who appreciate the sea’s beauty and biodiversity.
With a third generation poised to join the family business, SSS looks forward to further innovations that will continue redefining what it means to explore the depths.
Attendees at the upcoming IAAPA Expo 2024 in Orlando can learn more and meet the Sub Sea Systems team at booth #1654. Meetings can be booked here.
