C Walters Intercoastal Corp. (CWIC) has been producing scuba-quality snorkeling gear since 1996, it comes as no surprise that the company had its beginnings in the SCUBA industry.

Prior to CWIC’s inception, Founder and President Cindi Walters had been developing scuba equipment for 20 years as the Founder and President of Huntington Beach, California-based Cal Pacific Manufacturing. She simultaneously served as the first female president of the Diving Equipment & Marketing Association’s (DEMA) Board of Directors, while also functioning as a single mother to three children.

As if that weren’t enough, Walters was about to add another ball to her juggling act.

Beginning with Body Glove

Walters’ relationship with Body Glove is a long-running one. Russ Lesser, the company’s current president, functioned as her CPA for Cal Pacific, and Walters was familiar with Body Glove’s founding family, the Meistrells.

In 1996, Body Glove offered Walters the brand license that was previously held by Voit, and CWIC was born. She formed the corporation out of nothing, specifically to distribute Body Glove snorkeling and swim products out of her Cal Pacific facility.

Product, Packaging and Price

Walters knew she wanted to expand her products into larger sporting goods stores. In addition to the strength of the iconic Body Glove brand, she brought innovative products and packaging and stellar prices to the table. These qualities enabled Walters to bring pro-line snorkeling products out of the mom-and-pop scuba shops and into the big-name sporting goods stores.

CWIC was seeing huge growth fast, and Walters was still running both her businesses at once. In 2001, she decided to close Cal Pacific Manufacturing to focus solely on CWIC. She mortgaged her home and sought loans from the U.S. Small Business Administration, which enabled her to move her company into its current 100,000 square-foot facility in Foothill Ranch, CA.

Walters personally oversees the development of all her products. She has made a mark in the sporting goods industry by designing snorkeling masks and goggles for women. These products are not just pink, but are specifically designed to fit the contours of a woman’s face.

Forming Fluid

Three years after founding CWIC, Walters realized that she had certain product category and distribution limitations with the Body Glove brand. To broaden these categories and distribution areas, she created her own proprietary brand — Fluid Water Sports.

With Fluid, Walters has been able to develop economical entry-level snorkeling products and unique pool and beach toys, as well as a line of swim products and accessories.

Branching Out

Walters’ commitment to investing in quality products and dramatic packaging has paid off. CWIC products currently hold more than 30 separate patents, and the company was the first to patent its packaging. CWIC is the leader in the snorkeling category of the sporting goods market, with nearly 70 percent share, and is strategically expanding into other water sports categories.

In addition to new advancements in snorkeling and swim products, CWIC is branching out into two new categories with all its brands in 2008/2009: learn-to-swim and swim fitness. The company recently became a licensee in Canada for The Walt Disney Co. Consumer Products division. CWIC’s line of Disney aquatics products has begun with children’s float suits for swim training, and will ultimately include snorkeling equipment, technical water sports apparel and swim fitness products.

CWIC is quickly becoming global, with new license rights in Asia, Europe, the Middle East, South America and Australia. Walters is also looking into additional licenses, product categories and further global expansion. Who knows what the future holds for her innovative and ambitious company!