08/02/2026
https://m.facebook.com/story.php?story_fbid=1713645770437792&id=100053771567159&mibextid=wwXIfr
To Our Seals Watersports Family,
I have written and rewritten this letter more times than I can count because its weight is heavy.
For more than fifty years, this dive shop has served Sonoma County from the same location on Armory Drive. It began as Pinnacles Dive Center in 1973. After managing Pinnacles for 25 years, my stepdad, Scott Taylor, purchased the business in 2014 and thus it became Seals Watersports. My wife, Sara, and I took ownership in 2021. Two dedicated families carried one shared mission: helping people safely explore and enjoy the underwater world.
When the building sold and my wife and I found out that we had until August 31st to vacate, it forced us to step back, reflect, and reevaluate our priorities. We explored many options including different business models and potential new locations. We spent many long nights talking about what the coming years would look like for our family; our financial security, retirement, healthcare, and the kind of life we want to build together. We've come to the tough realization that continuing the business is no longer the right path for us.
Speaking personally, if this decision were based solely on passion, I would never close the shop. Being a part of your diving journey has been one of the greatest privileges of my life. I've loved introducing new people to diving, talking gear, servicing regulators, filling tanks, hearing about your trips, and seeing familiar faces walk through the door. I've taken pride in supporting recreational divers, professional divers, scientific divers, dive instructors, local marine research programs, and the incredible community that has grown around this little shop. Recently many of you have reached out with encouragement, kind words, and even offers to help us move the shop, reminding me that this business has never really been just about selling equipment. It has always been about the people. I am deeply grateful for every phone call, email, conversation, and offer of help.
Seals Watersports will begin the heartbreaking process of winding down operations and closing its doors in the coming weeks. Until then, we will continue to reduce inventory, complete existing repair work, and help everyone prepare for the transition. We will share important dates and changes in store hours as they evolve.
This all has been extremely difficult for us to accept, but one hope still remains.
Nothing would make us happier than seeing someone come out of the woodwork, pick up the torch, and continue this legacy under new ownership so that Sonoma County’s dive community may continue to grow. We are in negotiations with two potential new locations, both available immediately. If this speaks to you, I sincerely encourage you to reach out to me ASAP!
How amazing would it be if, instead of this being the end of a fifty-year-long story, this is just the beginning of a new chapter?
Looking forward to hearing from you,
Zeke
Seals Watersports • 2112 Armory Drive • Santa Rosa, CA 707-542-3100 • [email protected]
Open 10AM–6PM (Closed Wed & Sun)
