So why does a dive shop need to be "associated" with an agency to begin with? Couldn’t someone just open a dive shop with independent instructors from different agencies? Besides the so called "marketing" that an agency offers you, what other reasons are there for a dive shop to associate with a single agency? As an independent instructor, I have access to all the logos and signage, so I could still promote that I’m a PADI instructor. I could still offer air fills. I could still sell gear and travel. I can still certify new students. I can still buy liability insurance. I can even get discounts on training material by buying in bulk.