Performance Freediving International (PFI) is a freediving training agency founded in 2000 by Kirk Krack. Krack coached World Champion Freedivers, Mandy-Rae Cruickshank and Martin Stepanek. PFI teaches freediving clinics around the world and is involved in both team and athlete development. Since 2004, PFI has hosted DejaBlue, which is an international freediving competition.
Cruickshank and Krack trained David Blaine for his appearance on The Oprah Winfrey Show in which he stayed underwater for 17 minutes. PFI Team was responsible for the education and training of David Blaine as well as his safety during the whole event acting as support divers. As David ran into problems with his stunt PFI Team members reacted and pulled him out of the sphere.