What Ellis & Associates does

Ellis & Associates (E&A) is a private international aquatic safety and risk management consulting firm founded in 1983 by Jeff Ellis, headquartered in Maitland, Florida, with an international hub in Dubai. The company serves 850+ clients across 42-43 countries, including water parks, municipal aquatic facilities, resort pools, swim schools, and theme parks. Its core offerings comprise the CMAHC-certified International Lifeguard Training Program (ILTP) and the vanGUARD Aquatic Leadership Program (the first and only CMAHC certified Lifeguard Supervisor course), alongside AI-powered drowning detection through the Ellis Aquatic Vigilance System (EAVS) deployed via subsidiary Ellis Aquatic Innovations.

E&A's technology stack includes the Pectora learning and credential management platform, EllisDocs (powered by Mobaro) for digital facility inspections, and the EAVS computer vision system trained on data from more than 25,000 real rescues. The company monetizes through a diversified model: licensing of training programs via certified ILTP Training Centers and a network of 100+ Instructor Trainers worldwide, enterprise risk management consulting under the Comprehensive Aquatic Risk Management Program (CARMP), subscription eLearning and continuing education with IACET accreditation, managed EAVS deployment services, and fees from the annual International Aquatic Safety School (IASS) conference and the IASS East program in Abu Dhabi.

The business operates with a lean core team of 11-50 employees, supported by an extensive global ecosystem of 2,500+ ILTP Instructors representing 14 nationalities. E&A distributes primarily through direct enterprise sales with dedicated Client Managers, channel partners including Dubai-based Safety Skills Training for international clients, and self-service via the Pectora platform. The company holds trademarked industry standards including the 10/20 Standard and Zone of Protection methodology, and maintains related operating entities including Jeff Ellis Management (full-service facility operations), Ellis Aquatic Innovations (EAVS technology), Ellis Learning (eLearning), and jointly-controlled Safety Skills Training.

Name

Ellis & Associates

Legal name

Ellis & Associates, Inc.

Website

https://jellis.com

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

11–50 employees

Short description

Ellis & Associates is a private international aquatic safety and risk management consulting firm founded in 1983, serving 850+ water parks, municipal facilities, resorts, and swim schools across 42 countries with CMAHC-certified training programs, AI-powered drowning detection, and comprehensive facility risk management services.

Ownership category

akta.pro rank

Product category

Aquatic Safety & Risk Management Services

NAICS

Sports and Recreation Instruction (611620), Other Scientific and Technical Consulting Services (541690)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Lifeguard, Water Rescue & Aquatic Safety Training (EDAOAMAJ)

akta.pro secondary industries

Water Safety, Lifeguarding & Training Services (Staffing, Certification) (THAAABAL), Aquatics Programs (Pools, Swim Lessons, Lifeguarding) (EDALAIAF)

Keywords

• Aquatic safety consulting
• Lifeguard training programs
• Aquatic risk management
• Drowning prevention technology
• Water park safety services

Headquarters

HQ city

Orlando

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Lifeguard Training Programs: International Lifeguard Training Program (ILTP) certification and training services delivered through ILTP Training Centers and certified Instructor Trainers worldwide. Revenue generated through program licensing, certification fees, and training materials.
2. Aquatic Risk Management Consulting: Comprehensive Aquatic Risk Management Program (CARMP) providing risk assessments, safety inspections, accident investigation, and litigation support services to aquatic facilities globally.
3. eLearning and Continuing Education: Online courses including the Scanning and Drowning Detection course and other educational content. IACET accredited CEUs available. Bulk pricing for 10+ staff available.
4. Swim Instruction Programs: JES Swimming program providing swim lesson curriculum and instructor training for aquatic facilities.
5. EAVS Technology Solutions: Ellis Aquatic Vigilance System deployment and monitoring services through Ellis Aquatic Innovations subsidiary. AI-powered camera systems and monitoring services for aquatic facilities.
6. International Aquatic Safety School: Annual IASS conference providing training, certifications, and professional development. Fees for attendance, certifications, and CEUs.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Ellis & Associates is an international aquatic safety and risk management consulting firm that delivers comprehensive lifeguard certification and training programs (ILTP and vanGUARD), AI-powered drowning prevention technology (EAVS), aquatic risk management consulting, swim instruction curricula, and annual professional development conferences (IASS) to water parks, theme parks, municipal aquatic facilities, resorts, and swim schools worldwide. The firm combines proprietary training methodologies, CMAHC and IACET certified curricula, smart-camera based vigilance systems, and a global network of certified Instructor Trainers to provide end-to-end aquatic safety solutions.

Product overview

Ellis & Associates operates as a comprehensive aquatic safety and risk management platform offering multiple integrated products and services. The core portfolio includes the International Lifeguard Training Program (ILTP) for lifeguard certification, the vanGUARD Aquatic Leadership Program for supervisor training, and the Ellis Aquatic Vigilance System (EAVS) for AI-powered drowning prevention. Supporting platforms include Pectora (learning/credential management) and EllisDocs (document management powered by Mobaro). Additional offerings encompass swim instruction programs (JES Swimming), safety & health courses, continuing education with IACET accreditation, and the annual International Aquatic Safety School (IASS) conference. The company serves 850+ clients across 42+ countries.

Differentiator

Problem solved

Functional benefit

Brands

• International Lifeguard Training Program (ILTP): Comprehensive lifeguard training program including healthcare provider-level CPR, AED, emergency oxygen administration, first aid, and rescue techniques training
• vanGUARD Aquatic Leadership Program
• Ellis Aquatic Vigilance System (EAVS)
• Pectora
• EllisDocs
• JES Swimming
• International Aquatic Safety School (IASS)
• Comprehensive Aquatic Risk Management Program (CARMP)

Products and services

• Ellis Aquatic Vigilance System (EAVS) AI-powered drowning prevention and facility security vigilance system using high-definition smart cameras with analytics that learn facility-specific patterns and behaviors for real-time monitoring of land, water, and underwater activity. Deployed for water park, theme park, and resort operators.
• International Lifeguard Training Program (ILTP) Comprehensive lifeguard certification training program including healthcare provider-level CPR, AED training, Emergency Oxygen Administration, First Aid, Bloodborne Pathogens training, and rescue techniques. CMAHC certified and delivered globally through ILTP Training Centers.
• vanGUARD Aquatic Leadership Program First and only CMAHC certified Lifeguard Supervisor course, providing training on leading lifeguard teams, managing scanning and vigilance, developing facility-specific Emergency Action Plans, and preventative safety measures.
• Pectora Training Management System Credential and learning management platform allowing aquatic facilities to schedule events, deliver webinars, administer quizzes, track course completion, secure signature acknowledgements, collect payment, and issue credentials.
• EllisDocs powered by Mobaro App-based document management solution allowing aquatic facilities to digitize inspections, record-keeping, and reports in one easy-to-use application; powered by Mobaro technology.
• Aquatic Risk Management Services Comprehensive suite of safety and operational solutions for aquatic facilities including Comprehensive Risk Management, Customized Risk Prevention, Waterpark Consulting, Education Programs, and Lifeguard Training, delivered through dedicated Client Managers.
• JES Swimming (Swim Lesson Program) Learn-to-swim program including swim instructor training and progressive swim levels for teaching swimming skills to individuals of all ages, offered to aquatic facilities for delivery.
• Safety & Health Courses Training programs including Community CPR, Active Shooter Safety, Preventing Bloodborne Pathogens, First Aid, and Instructor Training for emergency preparedness at aquatic facilities and surrounding operations.
• Continuing Education (IACET CEUs) IACET-accredited continuing education programs offering CEUs for professional development in aquatic safety and related fields, delivered through the Pectora platform.
• International Aquatic Safety School (IASS) Annual comprehensive aquatic safety training conference and professional development program, billed as the world's largest aquatic risk management training event, drawing aquatics professionals from around the world.
• Aquatics Autism Training Specialized training program developed in partnership with IBCCES to help lifeguards and instructors better serve individuals with autism spectrum disorder in aquatic settings.
• Scanning and Drowning Detection: Improving Recognition (eLearning) Interactive online AI-supported eLearning course that trains lifeguards to identify subtle, silent, and easily overlooked signs of drowning using real footage from over 25,000 rescues. Carries 0.1 IACET CEU.

Quantifiable outcome

• More than 850 Clients in 42+ countries trust E&A programs
• +4 more outcomes

Named customers19 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability6 records

Feature6 records

Partnerships

Six partnerships are on record, tiered minor and core.

• Rockway ExhibitsminorImplementation/ SI/ Consulting Partner · 15 November 2022Exhibition design partner for IAAPA Expo booth creation. Partnered to create award-winning peninsula booth highlighting E&A Client partners globally.
• MobarocoreTechnology or Integration · 15 November 2021Strategic partnership where Mobaro is named Official Inspection Service Platform Provider. E&A staff utilize Mobaro systems for executing independent water park attraction inspections and due diligence testing. E&A clients gain access to Mobaro's 50+ years of technology and safety experience. EllisDocs powered by Mobaro combines E&A's safety expertise with Mobaro's cloud-based inspection platform.
• International Board of Credentialing and Continuing Education Standards (IBCCES)minorStrategic or Co-development Partner · 20 February 2020E&A joined IBCCES to offer Lifeguard Autism Training - Aquatics Autism Training program for instructors. Enables aquatic facilities to better serve individuals with autism spectrum disorder.
• Safety Skills Training (SST)coreStrategic or Co-development PartnerDubai-based aquatic safety consultancy that delivers E&A's risk management services to international clients in over 40 countries. SST strengthens safety for facilities through risk management and audit solutions beyond certification and training. Partnership enables E&A to serve clients across Middle East and beyond.
• Ellis Aquatic Innovations (EAI)coreOthersEAI is a member of the Ellis & Associates family of aquatic safety and risk management consulting services. Drives advanced technology solutions for the aquatics industry including EAVS (Ellis Aquatic Vigilance System).
• Jeff Ellis Management (JEM)coreOthersFull-service aquatic safety, risk management, and facility operations firm and part of the E&A family of companies. Provides full aquatic facility management for leading resorts, cruise lines, municipalities and leisure destinations.

Scale indicators11 records

Recent moves10 records

Expansion highlights6 records

Others

• AIMS International (Aquatic Industry Management Society): Industry association for aquatic facility operators that co-hosts safety education events with E&A; comparable as an industry knowledge/training peer rather than a commercial competitor.
• Ellis Aquatic Innovations (EAI): E&A subsidiary that commercializes the EAVS AI drowning-detection platform; the natural internal comparable for the technology product line within E&A's portfolio.
• Jeff Ellis Management (JEM): Wholly-owned E&A subsidiary offering full aquatic facility management, operations, and consulting for resorts, cruise lines, and municipalities — most directly comparable for the managed-services layer.

Broad incumbents

• YMCA of the USA – Aquatic Safety: Major provider of aquatics programming and lifeguard training across community pools; competes for municipal and community pool training mandates but is not a water-park specialist.
• American Red Cross – Lifeguarding Program: The largest incumbent lifeguard certification provider in the U.S., competing with ILTP across municipal and commercial aquatics; broader portfolio dilutes specialization versus E&A.

Direct peers

• StarGuard Aquatics (Starfish Aquatics Institute): Direct competitor offering nationally recognized lifeguard, swim instructor, and aquatic safety training programs to pools, water parks, and recreation centers — overlapping ILTP and vanGUARD positioning.
• Poseidon Technologies (Israel): Specialty AI drowning-detection and pool-surveillance competitor with computer-vision lifeguard systems installed at pools worldwide — most direct peer to EAVS.
• AngelEye LifeGuard Systems: European-based AI drowning-detection vendor deploying above- and below-water camera analytics at aquatic facilities; competes with EAVS in the same product category.

Emerging players

• SafetySkills (Vector Solutions): Online safety and compliance training platform with overlapping eLearning/CEU content for aquatic and general workplace safety; competes with E&A's Pectora/Safety & Health course revenue.

Regional players

• Royal Life Saving Society UK (RLSS UK): UK-based national lifeguard and water-safety certification body — comparable in training methodology but primarily serves UK/Commonwealth markets rather than E&A's U.S./Middle East footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat7 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/officialeanda
• YouTubeyoutube.com/channel/UCHQw3aLz9x
• Facebookfacebook.com/ellisandassociates
• LinkedInlinkedin.com/company/ellis-and-associates
• Instagraminstagram.com/officialeanda

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 records

Subsidiaries5 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 Ellis & Associates