First-8

What First-8 does

First-8 ApS is a Danish private limited company founded circa 2010 and operating as a subsidiary of the Presto Denmark group, specializing in first aid, fire safety, and automated external defibrillator (AED) products and services for the Danish market. Headquartered in Copenhagen with offices in Horsens (Jutland) and Søborg (Zealand) and a warehouse in Kalundborg, the company serves Danish businesses across construction, manufacturing, retail, transportation, and facility management — with named enterprise customers including Carlsberg, Novozymes, Aarsleff, ISS, Danish Police, Meny, and Letbanen. It also extends selective offerings to private individuals, homeowner associations, and sports clubs. The company frames itself as a one-stop safety partner covering the full Danish workplace safety compliance stack: mandatory fire inspections, employee first-aid training, AED fleet supply and maintenance, ergonomics, psychological work environment courses, and on-site health checks for night workers.

The core product portfolio is a multi-brand AED catalog (Mediana, Philips, Zoll, Mindray, Clark, Cardiac Science, Defibtech) sold at 13,000–21,000 kr per unit, supplemented by Presto-branded fire extinguishers and blankets, first-aid kits, AED cabinets, electrodes, batteries, and training equipment. Recurring revenue is anchored by the Komfort A service agreement at 2,000 kr/year per AED, which bundles annual technician visits, electrode and battery replacement, and a loan AED during servicing. Proprietary technology is limited to a Shopify e-commerce storefront, an in-house e-learning platform with quiz, booking, and HR reporting modules, and an interactive Hjertestarterguide questionnaire. The business model is a hybrid of hardware resale, recurring subscription services, and professional services — courses, inspections, and health checks delivered on-site nationwide by certified instructors who are professional soldiers and rescue personnel. The company delivers 600+ courses annually, trains 20,000+ employees, and serves 600+ B2B customers.

Name

First-8

Legal name

First-8 ApS

Website

https://first-8.dk

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

51–100 employees

Short description

First-8 ApS is a Danish B2B safety provider (subsidiary of Presto Denmark) selling AEDs, fire safety equipment, and first-aid products while delivering on-site training courses, mandatory fire inspections, employee health checks, and recurring AED service agreements to Danish businesses nationwide.

Ownership category

akta.pro rank

Product category

Workplace Safety Equipment and Training Services

NAICS

Electronic and Precision Equipment Repair and Maintenance (8112)

SIC

Electromedical & Electrotherapeutic Apparatus (3845)

akta.pro industry

PRIMARYBPAKAOAJ

Emergency Response, First Aid/CPR/AED & Incident Management Training

Business & Public Services/Security & Investigations Services/Training & Certification for Security Personnel

SECONDARYBPABANAG

Medical Emergency Response & On-site First Aid/Paramedics

Business & Public Services/Facilities Management & Building Services/Emergency Preparedness and Response Services

SECONDARYBPABAHAJ

Fire & Life Safety Code Compliance Inspections & Consulting (AHJ Support)

Business & Public Services/Facilities Management & Building Services/Fire, Life Safety & Building Compliance Services

SECONDARYCRAMAMAG

Outdoor Safety, Survival & First Aid Retail

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Camping, Hiking & Climbing Retail

SECONDARYEDAEAIAL

Safety, Security & Emergency Supplies/Equipment (First Aid, AEDs, PPE, Lockdown Kits)

Education/Education Facilities & Support Services/Education Supplies, Equipment & Furniture Procurement

Keywords

• First aid training
• Defibrillator retail
• Fire safety equipment
• Workplace safety services
• AED service agreements

Headquarters

HQ city

Aarhus

HQ country

Denmark

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Product sales (AEDs, first-aid kits, fire safety equipment): First-8 sells a wide range of physical products including defibrillators (AEDs), AED cabinets, electrodes, batteries, first-aid kits and bags, first-aid boards, burn treatment products, fire extinguishers, fire blankets, smoke alarms, and training equipment (AED trainers, CPR dummies). Products are sold via their e-commerce website with pricing ranging from ~250 kr for simple items (tourniquet) to ~21,000 kr for complete AED outdoor packages. They carry multiple brands including Mediana, Philips, Zoll, Clark, Mindray, Cardiac Science, Defibtech, Presto, Dahl Medical, and Cederroth.
2. AED service agreements (Komfort A): Annual recurring service contracts for defibrillator maintenance. The 'Komfort A' service agreement costs 2,000 kr/year per AED and includes annual technician visits, free electrode and battery replacement before expiry, next-day shipping after use, a 360-degree safety check, software updates, and a loan AED during servicing. Revenue is recurring (annual subscription per device).
3. First-aid and safety training courses: First-8 delivers a range of training courses: first-aid courses, fire safety/elementary firefighting courses, ergonomics courses, psychological work environment courses, e-learning (online theory + in-person practical), thorax acupuncture safety courses, and mandatory health checks for night workers. Course pricing is quote-based (not publicly disclosed on the website). They train over 20,000 employees annually across more than 600 courses per year.
4. Mandatory fire inspection services (Brandeftersyn): Annual mandatory fire equipment inspections covering fire extinguishers, hose reels, first-aid kits, fire blankets, eye wash stations, and more. Performed by a certified subcontractor under Force and DNV oversight. Included in the inspection is checking of first-aid equipment, fire blankets, eye wash, and other safety equipment. Pricing is quote-based.
5. Health check services (Sundhedstjek): On-site health screening services for employees delivered by healthcare professionals. Measures parameters including blood sugar, triglycerides, resting pulse, body fat percentage, visceral fat, BMI, cholesterol (total, HDL, LDL), blood pressure, weight, waist and hip measurements, muscle mass, bone mass, metabolic age, and lung function. Includes mandatory health checks for night workers (required when working >300 hours between 22:00-05:00 over 12 months). Minimum 10 employees per day. Pricing is quote-based, exclusive of VAT.
6. Online first-aid courses (E-learning): Individual e-learning courses sold to consumers and businesses. The online first-aid course for adults is priced at 399 kr (excl. VAT). Includes 365 days of access to the platform, renewal at no extra cost. Platform also used for blended training with practical follow-up sessions.
7. Emergency evacuation plans and escape route drawings: Customized emergency evacuation plans and escape route drawings for businesses. First-8's experts visit the customer location to understand unique needs and challenges, then deliver tailored drawings. Typically part of a broader safety service offering. Pricing is quote-based.
8. Emergency and evacuation drills: On-site emergency and evacuation drills for businesses. First-8's specialists visit the workplace with all necessary training materials to conduct exercises. They offer basic evacuation exercises as well as in-depth emergency preparedness exercises covering alarm procedures, communication, and pressure handling. Pricing is included in custom service packages.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels9 records

Core offering

First-8 sells AEDs/defibrillators, fire safety equipment, first aid supplies, and training equipment through its own e-commerce shop, and delivers on-site first aid, fire safety, ergonomics, and psychological work environment training courses to Danish businesses. The company also provides AED service agreements (Komfort A), mandatory fire equipment inspections (brandeftersyn), employee health checks, and evacuation planning services nationwide. As a subsidiary of Presto Denmark, it is the only approved provider in Denmark for the thorax acupuncture safety course certified by the Danish Patient Safety Authority.

Product overview

First-8 is a Danish safety and first aid company offering a comprehensive portfolio of life-saving products and training services. The core offering centers on AED/defibrillators (Mediana, Clark, Philips, Mindray, Zoll brands) with associated accessories including heated outdoor cabinets, electrode pads, and batteries. The product ecosystem extends to fire safety equipment (Presto branded extinguishers and fire blankets), first aid supplies (kits, wound care products, eye wash stations), and training equipment. Beyond products, First-8 provides instructor-led and e-learning training courses covering first aid, fire fighting, ergonomics, mental health, and occupational health checks. The company also offers service agreements for AED maintenance and mandatory fire equipment inspections. All offerings are available through their e-commerce platform and are primarily targeted at Danish businesses, though services extend nationwide.

Differentiator

Problem solved

Functional benefit

Products and services

• Mediana A16 HeartOn AED Automated External Defibrillator (AED) designed for both children and adults, featuring voice guidance in Danish, English, and German, automatic quality control of electrodes and battery, and IP55 rating for dust and water resistance. Sold to Danish businesses, private individuals, and associations.
• Clark AED AED/defibrillator manufactured by Lifeaz, available for retail purchase through the First-8 e-commerce shop.
• Philips HeartStart FRx AED Philips HeartStart FRx AED defibrillator for emergency cardiac situations, sold through the First-8 e-commerce shop.
• Mindray Beneheart C1A AED Mindray brand AED defibrillator for cardiac emergencies, sold through the First-8 webshop.
• Zoll AED Plus Zoll brand automated external defibrillator for cardiac emergencies, sold through the First-8 webshop.
• AED Outdoor Cabinets Heated outdoor AED cabinets (Nordic K35, CA HSS100, Rotaid Solid Plus Heat LED) designed to protect AEDs from weather and maintain optimal temperature for all-weather deployment.
• Outdoor AED Bundle Packages Pre-bundled AED packages combining Mediana A16 defibrillator with outdoor heated cabinet and complimentary first aid bag, designed for outdoor deployment.
• AED Electrode Pads Replacement electrode pads for various AED models (Defibtech, Philips, Cardiac, LifePak, Mediana), available for both adults and children.
• AED Replacement Batteries Replacement batteries for AEDs from brands including Mediana, Philips, Nihon, Defibtech, Cardiac Science, Zoll, and others.
• Presto Fire Extinguishers Complete range of DS-approved, EN-standard-compliant fire extinguishers (powder 2kg/6kg, CO2 5kg, foam 6L, fat, lithium, watermist 9L) sold under the Presto brand.
• Fire Blankets Fire blankets available in various sizes (1.5x1.8m standard, plus lithium battery fire blankets 1.55x1.55m and 3x3m) for smothering small fires.
• First Aid Kits and Bags First aid kits and bags from Dahl Medical and Presto in various sizes (Small, Medium, Large) for home, workplace, car, and travel use.
• First Aid Station Products Wound care dispensers, Cederroth first aid station products, and Dahl Øjenskyl eye wash stations (3x200ml) for emergency use in workplaces and industrial settings.
• AED Training Equipment Realistic AED training devices (Laerdal AED Trainer Gen2) that mimic real defibrillators without delivering electrical shocks, plus CPR dummies for practice and education.
• First Aid Training Course (Førstehjælpskursus) On-site first aid training for Danish businesses covering life-saving techniques and emergency response, taught by professional soldiers and rescue personnel with 15 years of experience.
• Fire Safety Course (Elementær Brandbekæmpelse) On-site fire fighting courses taught by soldiers and professional rescue personnel, covering fire prevention, emergency response, and practical fire suppression exercises. More than 600 courses held annually.
• Online First Aid E-learning Course Online first aid training platform combining e-learning modules with practical training sessions, accessible 365 days with automatic certificate issuance. Online adult course priced at 399 DKK (excl. VAT) per employee.
• Ergonomics Course (Ergonomikursus) Ergonomics training courses designed to prevent workplace injuries through proper body posture and movement education, delivered on-site.
• Psychological Work Environment Course (Kursus i Psykisk Arbejdsmiljø) Mental health and workplace psychology courses led by professional psychologists covering identification and management of psychological challenges in the workplace.
• Employee Health Check (Sundhedstjek) On-site employee health screening delivered by healthcare professionals, measuring blood sugar, cholesterol, blood pressure, lung function, body composition, and other health parameters. Includes mandatory health checks for night workers (required when working >300 hours between 22:00-05:00). Minimum 10 employees per day.
• Thorax Acupuncture Safety Course Course on preventing, recognizing, and managing lung injuries from needle acupuncture on the chest (thorax). First-8 is the only approved provider in Denmark for this course, certified by the Danish Patient Safety Authority (Styrelsen for Patientsikkerhed).
• AED Service Agreement (Komfort A) Annual service agreement for AED maintenance including annual inspection by certified technician, free electrode and battery replacement before expiry, free next-day shipping after use, 360-degree safety check, software updates, network deregistration support, and a loan AED during repairs. Price: 2,000 DKK/year per AED (excl. VAT).
• Mandatory Fire Inspection (Brandeftersyn) Mandatory annual fire equipment inspection covering inspection, refilling, and pressure testing of fire extinguishers, hose reels, first-aid kits, fire blankets, eye wash stations, and other fire equipment. Performed by a certified subcontractor under Force and DNV oversight.
• Evacuation Plans and Escape Route Drawings Customized emergency evacuation plans and escape route drawings for businesses. First-8's experts visit the customer location to understand unique needs and deliver tailored drawings.
• Emergency and Evacuation Drills On-site emergency and evacuation drills for businesses. Specialists visit the workplace with all necessary training materials to conduct exercises, including basic evacuation exercises and in-depth emergency preparedness exercises covering alarm procedures, communication, and pressure handling.

Quantifiable outcome

• Over 600 courses held annually
• +4 more outcomes

Named customers8 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Presto Denmark (Presto Group)flagshipOthersFirst-8 is explicitly described as 'En del af Presto Denmark' (Part of Presto Denmark). The company is a subsidiary/brand under the Presto Group, a well-established Danish safety company. Presto is the primary brand for fire safety products, and First-8 serves as the group's digital-first brand for AEDs, first-aid products, and training services. The Presto Group logo appears on First-8's website, and Presto-branded products (fire extinguishers, first-aid stations) are sold through the First-8 webshop. The group operates service vehicles nationwide and offers comprehensive safety solutions.

Scale indicators5 records

Recent moves6 records

Expansion highlights12 records

Direct peers

• Brand & Sikring ApS: Danish fire-safety services provider offering fire equipment inspections, extinguisher servicing and related compliance work. Highly comparable to First-8's Brandeftersyn (mandatory fire inspection) line and target B2B customer base.
• Dansk Folkehjælp: Danish voluntary first-aid and rescue organisation that delivers certified first-aid courses and emergency response training. Overlaps directly with First-8's first-aid and CPR/AED training portfolio in the Danish market.
• Falck A/S: Largest Danish provider of first-aid training, ambulance and workplace safety services. Directly comparable to First-8 across first-aid courses, AEDs and corporate safety programmes, but operates at much larger national scale.

Others

• ISS A/S: Global Danish facility-management company and a listed First-8 customer. Adjacent rather than directly competitive, but represents the type of large enterprise accounts where bundled workplace-safety offerings (like First-8's) are procured.

Broad incumbents

• ZOLL Medical Corporation: Manufacturer of the Zoll AED Plus defibrillator sold through First-8. A broader incumbent in the electromedical/therapeutic apparatus space whose products are part of First-8's multi-brand offering.
• Cintas Corporation: Large North American provider of first-aid, safety and fire-protection services to businesses. Conceptually comparable to First-8's one-stop-shop model (products + service contracts), though operating in a different geography.
• Philips HeartStart: Global medical-device giant offering the HeartStart FRx AED carried by First-8. Comparable as a brand supplier within First-8's product portfolio and a broader incumbent in electromedical equipment.
• Mediana: South Korean manufacturer of AEDs (A15/A16 HeartOn series) that First-8 resells. A broader incumbent in the AED category with global reach but no comparable Danish training/service wrapper.
• HeartSine Technologies (Stryker): Stryker-owned AED manufacturer whose samaritan PAD product competes with the brands First-8 resells. A broader incumbent in electromedical apparatus relevant to First-8's supplier-selection and pricing dynamics.

Regional players

• St John Ambulance: UK-based first-aid and ambulance training charity offering certified workplace first-aid and AED courses. Comparable in training product and customer base (workplace compliance) but focused on the UK rather than Denmark.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC6JwSvyRIuuP5xvVI3Pl0xQ
• Facebookfacebook.com/first8dk
• LinkedInlinkedin.com/company/first-8
• Instagraminstagram.com/first8.dk
• Xx.com/first8dk

Revenue estimate

Valuation estimate

Number of profiles

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 First-8