How Do Dive Shops and Instructors Keep Track of Customers and Bookings?

I’m curious how other dive shops, instructors, and small dive operators manage customer information once they start getting regular bookings. At first, a spreadsheet or notebook may be enough, but things can become difficult when you have repeat customers, equipment rentals, course inquiries, certifications, and different trips to keep track of.

I’ve been looking into CRM tools as one possible solution. A simple CRM can keep customer details, previous interactions, inquiries, follow-ups, and sales opportunities organized in one place. For a small dive business, this could also make it easier to remember previous customers and follow up with people who asked about a course or upcoming trip.

I’m especially interested in hearing from people who actually run dive-related businesses or teach regularly: Do you use a CRM, spreadsheet, booking system, or something else to manage customer relationships? What has worked well for you, and what would you change about your current setup?