There are so many worthy causes nowadays that picking the right one can be a challenge. However, when a team member shows a particular passion for a subject, that’s often a good place to start. This idea certainly applied to Showforce’s recent partnership with Project REEFrame – an initiative dedicated to restoring and preserving coral reef ecosystems in the UAE, which was brought to the company’s attention by International Crew Manager and eco-enthusiast, Ricky Holland.
“I have been diving in Fujairah for the past 10 years and really hold it as a special place,” Holland began, explaining how he found out about the initiative. “While working on Expo 2020, I was discussing diving spots with a fellow crew manager who was working on the project with me, and he mentioned that he had seen an advert for an upcoming reef project in Fujairah.” After doing some research, Holland discovered Project REEFrame – an initiative run by Freestyle Divers that involves creating artificial reefs that will in time develop into thriving ecosystems. “It sounded like such an incredible initiative that I couldn’t wait to get involved.”
Holland began supporting the project, performing fragment collection dives, planting, maintaining nurseries and reefs in his spare time – all the while managing the rigorous demands of a job in live events. The more involved he got in the initiative, the clearer it became to the International Crew Manager that his company could be a source of much-needed support. “From that, the idea of creating a Showforce/Spendlove Group reef was formed, and the journey began!”
With Ian Spendlove, Chairman of Spendlove Group and Showforce, giving the green light, a bespoke Showforce frame was fabricated, and Holland joined the team tasked with sinking the reef. “Led by the team at REEFrame, we loaded up the boats and set off to the dive spot,” Holland recalled. “It’s never easy building stages underwater but as always in true Showforce style, we got the job done. It was such an honour to see it through from the initial concept to being part of the team who put the structure in place.”
The idea behind the artificial reefs is to provide essential habitats for marine species, enhancing biodiversity and contributing to the balance of ocean ecosystems. These structures serve as the foundation for coral transplantation, allowing broken coral fragments to reattach and grow over time. Over the next five to six years, these artificial reefs will develop into thriving ecosystems, supporting fish populations and other marine life.
Project REEFrame’s approach to coral restoration is rooted in science and sustainability. The team carefully selects coral fragments that have naturally broken off, preventing them from being lost to the sand and instead giving them a chance to regenerate. With dedicated monitoring and maintenance, the reefs are expected to flourish, creating vibrant underwater landscapes that support ocean life and protect coastlines from erosion.
Darryl Owen, CEO of Freestyle Divers and Founder of Project REEFrame, emphasised the critical role of Showforce’s support, and that of other businesses, in making the project a reality. “Corporate sponsorship is essential to what we do,” he commented. “The support we receive from organisations like Spendlove Group and Showforce translates directly into tangible impact under the water. We are able to create new reef structures, providing solid foundations where coral can thrive. This isn’t a short-term effort – it’s a long-term commitment to marine sustainability.”
Ian Spendlove also expressed his enthusiasm for being part of such an impactful initiative. “We are incredibly proud to support Project REEFrame and the vital work they are doing to protect and restore coral reefs,” he stated. “As a business, we’re committed to prioritising our people over profits – that sits at the heart of our global approach to sustainability. By contributing to this project, we are investing in the future of marine biodiversity and helping to ensure that these underwater ecosystems remain resilient for generations to come.”
For Holland, having the support of his company for a cause that he is so passionate about is a source of great pride. “I’ve been working in this wonderful team for the past 13 years and taking our responsibility to the environment seriously has always been integral to our service delivery,” he told TPiMEA. “We’re a people business, so supporting sustainable initiatives and good causes is very much part of our DNA. Ian and I share strong values on protecting our oceans, and I knew that the business would be on board.”
Now the reef has had time to settle on site, planting dives have already taken place, and the reef is beginning to grow. “This is when the magic starts to happen,” Holland beamed. “I can’t wait to spend more time down there and see how it develops. It is such a positive initiative, and we are so proud to be a part of it.”
Photos: Showforce
