Aquatic Safety Research Group

What Aquatic Safety Research Group does

Aquatic Safety Research Group, LLC is a Pennsylvania-based private LLC founded by Dr. Tom Griffiths, EdD, in 2011 after his ~25-year tenure as Director of Aquatics and Safety Officer for Athletics at Penn State University. The firm provides aquatic safety research, training, risk management consulting, and expert witness services to pool, waterpark, beach, and waterfront operators. Its proprietary intellectual property centers on the trademarked Five Minute Scanning Strategy (now required by all 35,000 Ellis Associates lifeguards worldwide), Body Blindness / Complex Quadriplex of Lifeguard Blindness research, and shallow water blackout education, developed through decades of scientific research and 300+ publications by the founder.

The product portfolio spans self-paced online certifications ($29-$99 per course), physical DVDs and books (the 5 DVD Package at $175, Pool Manager's Package at $230, Safer Beaches at $52, The Complete Swimming Pool Reference at $89), and professional services including on-site walk-through audits, comprehensive safety audits, virtual audits, and expert witness engagements. Workshops include the ARM Series (Aquatic Risk Management), Practical Pool Management (PPM and PPM+ — with PPM+ meeting requirements for all 50 U.S. states), and Safe Swimming Beaches. Revenue is generated through four streams: online course subscriptions/one-time certifications, physical product sales, professional services, and workshops/seminars, delivered via direct-to-consumer self-serve channels (courses.aquaticsafetygroup.com, aquaticsafetygroup.com/shop) and direct enterprise sales for audits and expert witness work.

The firm serves a diversified customer base spanning hospitality (Atlantis Bahamas and Dubai, One & Only Resorts), education (Auburn University, Penn, Temple, Phillips Exeter, University of Maryland, University of Pennsylvania), government (D.C. Parks and Recreation, Connecticut State Parks, Nevada POOL PACT), and military (U.S. Army Fort Lewis, U.S. Navy MWR), plus an SMB long-tail of hotels, apartment complexes, HOAs, and property managers reached through the certification platform. Strategic partnerships with Paragon Aquatics (Griff's Guard Stations hardware), Clarion Safety Systems (Pool Safety Sign System), and DeRosa Aquatic Consulting (PPM workshop delivery) extend the firm's distribution. The firm is family-led, with Dr. Rachel Griffiths (DrPH, Aquatics International Power 25 honoree) leading research and education and Tom Saldarelli (former Paragon Aquatics CEO) serving as consulting expert. No external institutional funding has been disclosed.

Name

Aquatic Safety Research Group

Legal name

Aquatic Safety Research Group, LLC

Website

https://aquaticsafetygroup.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Aquatic Safety Research Group provides evidence-based aquatic safety training, risk management consulting, on-site audits, and expert witness services to pools, waterparks, beaches, hotels, schools, and government facilities across the U.S. and internationally, anchored by the proprietary Five Minute Scanning Strategy and founder Dr. Tom Griffiths's research.

Ownership category

akta.pro rank

Product category

Aquatic Safety Training and Consulting

NAICS

Testing Laboratories and Services (54138)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Lifeguard, Water Rescue & Aquatic Safety Training (EDAOAMAJ)

akta.pro secondary industries

Aquatics Programs (Pools, Swim Lessons, Lifeguarding) (EDALAIAF), Water Safety Plans, Training & Documentation (Logbooks, SOPs) (BPABAJAL)

Keywords

• Aquatic safety training
• Lifeguard certification
• Pool risk management
• Drowning prevention
• Aquatic facility audits

Headquarters

HQ city

State College

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Others

Revenue model

1. Online Certification Courses: Self-paced certification courses including pool safety, scanning strategy, shallow water blackout, and disappearing dummies training. Revenue generated through course fees.
2. Physical Products (DVDs, Books): Sale of training DVDs, books, and educational materials including 5 DVD Package, Pool Manager's Package, Safer Beaches, and Complete Swimming Pool Reference.
3. On-Site Services: On-site evaluation, walk-through audits, safety audits, and virtual audits for aquatic facilities. Professional consulting and expert witness services.
4. Workshops and Seminars: In-person training programs including ARM Series, Practical Pool Management (PPM), PPM+, and Safe Swimming Beaches seminars with certification.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Aquatic Safety Research Group sells research-based aquatic safety education, certification, and risk management services to aquatic facilities. Its offerings include self-paced online certification courses (Swim at Your Own Risk, Five-Minute Scanning Strategy, Shallow Water Blackout, Disappearing Dummies, Aquatic Risk Management), physical training DVDs and reference books, on-site and virtual facility audits, expert witness litigation support, and in-person workshops such as Practical Pool Management (PPM/PPM+) and Safe Swimming Beaches.

Product overview

Aquatic Safety Research Group offers a comprehensive portfolio of aquatic safety products and services centered around drowning prevention and risk management. The core offerings include an online certification platform (courses.aquaticsafetygroup.com) providing self-paced certification courses including Swim at Your Own Risk Pool Safety Certification ($99), Five-Minute Scanning Strategy Certification, Shallow Water Blackout Certification, Disappearing Dummies Certification, and Aquatic Risk Management (ARM) Certification. Physical products include DVDs and training packages (5 DVD Package at $175, Pool Manager's Package at $230, individual DVDs at $35-$50), and books such as Safer Beaches ($52). The company also provides professional services including on-site evaluations, safety audits, virtual audits, and expert witness services. Educational programs include the Practical Pool Management (PPM and PPM+) workshops, ARM Series risk management seminars, and Safe Swimming Beaches training. The portfolio serves aquatic professionals, property managers, hotels, schools, pool operators, and beach managers across the United States and internationally.

Differentiator

Problem solved

Functional benefit

Brands

• Note and Float Life Jacket Fund: A non-profit 501(c)(3) organization that donates life jackets to swimming pools for the Note & Float program to prevent drowning. Founded by Dr. Rachel Griffiths.

Quantifiable outcome

• Dramatic drop in incidents reported by Lifeguarding Services Australia after adopting ASRG programs
• +1 more outcomes

Named customers15 records

Segments1 record

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability1 record

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Paragon AquaticscoreStrategic or Co-development PartnerDeveloped Griff's Guard Stations in cooperation with Paragon Aquatics. These lifeguard chairs are designed as partners for the Five-Minute Scanning Strategy to help increase lifeguard effectiveness through improved positioning and visibility.
• Clarion Safety SystemscoreStrategic or Co-development PartnerDeveloped the Clarion Pool Safety Sign System with Dr. Tom Griffiths. This proprietary set of signs contains both detail needed to inform pool users and brevity to ensure messages are not dismissed. Signs are ISO-formatted graphical symbols and have passed multi-age comprehension testing.
• Shawn DeRosa / DeRosa Aquatic ConsultingcoreStrategic or Co-development PartnerCo-developed Practical Pool Management (PPM), PPM+, and Safe Swimming Beaches certification programs. Shawn DeRosa serves as editor/contributing author of The Complete Swimming Pool Reference and co-facilitates Safe Swimming Beaches seminars.
• DJS AssociatesminorStrategic or Co-development PartnerProvides qualified aquatic safety consultants for expert witness and litigation support services in areas including beach safety, drowning, lifeguard safety, and pool safety standards.
• Note and Float Life Jacket FundcoreOthers501(c)(3) non-profit organization founded by Dr. Rachel Griffiths that donates life jackets to swimming pools for the Note & Float program to prevent drowning. ASRG team members serve on the board.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Ellis & Associates: International lifeguard training, risk management, and aquatic safety consulting organization. Directly comparable as the largest dedicated lifeguard certification body and the organization that has mandated ASRG's Five Minute Scanning Strategy for all 35,000 of its lifeguards.
• Lifesaving Resources LLC: Aquatic safety, lifeguard, and water rescue training and consulting firm. Directly comparable as a niche provider of lifeguard and aquatic safety programs with similar customer base of pools, waterparks, and municipalities.
• United States Lifesaving Association: Professional association certifying open-water and beach lifeguards and setting beach safety standards. Comparable as a beach/waterfront safety authority and overlapping with ASRG's Safe Swimming Beaches program.
• DeRosa Aquatic Consulting: Aquatic risk management consulting firm that co-developed ASRG's PPM, PPM+, and Safe Swimming Beaches programs and delivers workshops on ASRG's behalf. Comparable as a peer in aquatic safety consulting and as a channel partner.
• StarGuard Aquatic Safety Services: Premier aquatic safety and lifeguard certification organization. Comparable in offering premium lifeguard training, risk management, and aquatic facility audits as a direct competitor in the same niche.

Broad incumbents

• YMCA of the USA: National nonprofit operating aquatic facilities and delivering YMCA-branded lifeguard and swim safety certification. Comparable in pool safety training but as a broader incumbent with established brand recognition and pricing power.
• American Red Cross: National provider of lifeguard training, CPR/first aid, and water safety courses across the U.S. Overlapping product category (lifeguard and aquatic safety certification) but at much broader scale and lower price points, competing directly with ASRG's online certifications.

Others

• Pool & Hot Tub Alliance: Industry association representing pool, spa, and hot tub manufacturers and service providers. Comparable as an ecosystem participant setting standards and certifications that intersect with ASRG's pool safety and operator training programs.
• World Waterpark Association: Industry association for waterpark operators and suppliers, providing safety guidelines and education. Adjacent to ASRG's waterpark risk management and lifeguard training services.
• Paragon Aquatics: Manufacturer of commercial aquatic equipment including lifeguard chairs, co-developer of Griff's Guard Stations with ASRG. Adjacent as a hardware vendor whose products embed ASRG methodology and serve overlapping customers.

Market position

Strengths5 records

Weaknesses2 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/aquaticsafetygr
• Facebookfacebook.com/100057178671864
• LinkedInlinkedin.com/company/aquatic-safety-research-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Aquatic Safety Research Group