St John Ambulance
St John Ambulance is England's leading first aid charity, delivering accredited training courses, event medical cover, ambulance operations, and community first aid education across England, supported by 458,000 annual volunteer hours and revenue from commercial training, supplies, and donations.
- Company typePrivate
- Founded1877
- HeadquartersCity Of London, United Kingdom
- Headcount1,001–5,000
- GTM typeB2B and B2C
- OfferingServices
What St John Ambulance does
St John Ambulance is a registered UK charity (Charity No. 1077265/1) and charitable company limited by guarantee (Company No. 3866129), founded in 1877 and headquartered at St John's Gate, London, with additional operational offices in Sheffield and a supplies distribution centre in Stockport. The organisation operates as the trading arm of The Priory of England and the Islands of the Most Venerable Order of the Hospital of St. John of Jerusalem and delivers first aid training, event medical cover, ambulance operations, and community first aid education across England, supported by 458,000 annual volunteer hours, 1,001-5,000 paid staff, and three youth programmes (Badgers ages 5-10, Cadets 11-17, Young Responders 11-25). Its core service technology is the curriculum and delivery infrastructure for regulated first aid and CPR/defibrillator training (including First Aid at Work, Paediatric First Aid, and Mental Health First Aid), and in 2026 it added proprietary medical hardware products (HEART Pocket AED, CPR Bra) to its supplies catalogue.
The business model blends commercial and philanthropic revenue across four streams: (1) workplace and individual training courses sold per-delegate via shop.sja.org.uk and a national account programme; (2) event medical cover services priced by quote and delivered through four regional events offices, with 50% upfront and 30-day net terms; (3) first aid supplies and equipment sold through an e-commerce shop with tiered delivery pricing; and (4) donations, Gift Aid, lottery, legacy giving, and community fundraising events such as Norfolk Open Gardens. Go-to-market is hybrid: a community-led volunteer and youth recruitment funnel, event-driven B2B sales to event organisers, and a direct sales motion for corporate training supported by flagship partnerships such as the Nationwide Building Society/Visa defibrillator rollout across 605 branches and a 2026 NHS co-responding pilot in Norfolk.
St John Ambulance firmographics
Firmographics- Name
- St John Ambulance
- Legal name
- St John Ambulance
- Website
- https://sja.org.uk
- Company type
- Private
- Founded year
- 1877
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- St John Ambulance is England's leading first aid charity, delivering accredited training courses, event medical cover, ambulance operations, and community first aid education across England, supported by 458,000 annual volunteer hours and revenue from commercial training, supplies, and donations.
- Ownership category
- akta.pro rank
St John Ambulance industry classification
Industry- Product category
- First Aid and Emergency Medical Services
- NAICS
- Ambulance Services (621910), Voluntary Health Organizations (813212), Community Food and Housing, and Emergency and Other Relief Services (6242)
- SIC
- Services-Educational Services (8200), Services-Health Services (8000)
- akta.pro primary industry
- EMS Education, Training & Simulation Centers (HLAFANAL)
- akta.pro secondary industries
- Emergency Medical Services (EMS) & Ambulance Services (BPAIAGAC), Medical Emergency Response & On-site First Aid/Paramedics (BPABANAG)
Keywords
Where St John Ambulance is headquartered
LocationHeadquarters
- HQ city
- City Of London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
St John Ambulance business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Infrastructure, Marketing or Sales, Others, Technology or R&D
Revenue model
- Event Medical Cover Services: Charges event organisers for providing first aid and medical cover at events ranging from major sport fixtures to local festivals. Pricing based on quote/contract basis with 50% upfront payment.
- Workplace Training Courses: Commercial first aid training courses sold to businesses and individuals. Delegates pay per course with various certification options including First Aid at Work, Paediatric First Aid, and Mental Health First Aid.
- First Aid Supplies Sales: Online shop selling first aid kits, defibrillators, medical supplies, and equipment. Standard delivery £4.95 ex VAT, next day delivery options available.
- Donations and Philanthropy: Charitable donations from individuals and organisations including Gift Aid scheme, legacy giving, lottery, and community fundraising events such as Norfolk Open Gardens (£110,000 raised in past decade).
- Lottery and Weekly Draw: Weekly lottery programme providing regular funding stream from participants
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard delivery for first aid supplies |
| Unit Pricing | Pay-as-you-go | Next Day delivery options |
| One time/ perpetual license | Pay-as-you-go | Training courses per delegate |
| Unit Pricing | Pay-as-you-go | Norfolk Open Gardens admission |
| Other | Multi-year contract | Event medical cover contract terms |
| Other | One time/ perpetual license | Gift Aid donations |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels7 records
St John Ambulance product offering
Product offeringCore offering
St John Ambulance is England's leading first aid charity providing accredited first aid training courses (First Aid at Work, Paediatric, Mental Health), event medical cover for events from major sport fixtures to local festivals, ambulance operations, and co-responding services with the NHS. It also sells first aid supplies and equipment (kits, defibrillators) through an online shop, and runs youth programmes (Badgers, Cadets, Young Responders) plus free community first aid awareness sessions.
Product overview
St John Ambulance operates as a unified charity offering a portfolio of first aid-related products and services. The core offerings include first aid training courses (bookable via their e-commerce shop), event medical cover services, ambulance operations, and a product line of first aid supplies including their own HEART Pocket AED and the innovative CPR Bra. Community engagement is delivered through youth programmes (Badgers, Cadets, Young Responders) and free first aid awareness sessions. In 2026, they launched a co-responding pilot in Norfolk in partnership with the NHS to dispatch volunteers to 999 calls. The organization is England's leading first aid charity, having taught 180,381 people lifesaving skills, supported 29,735 patients at events, and engaged 458,000 volunteer hours.
Differentiator
Problem solved
Functional benefit
Brands
- Badgers: Youth programme for children aged 5-10, part of St John Ambulance's youth team programmes.
- Cadets
- Young Responders
- CPR Bra
- HEART Pocket AED
- St John Ambulance Norfolk Open Gardens
- Medical Tracker
Products and services
- First Aid Training Courses Accredited first aid training courses sold to individuals and organisations (workplaces, national accounts). Delegates pay per course and receive certification, covering workplace, paediatric, mental health, and basic life support first aid.
- Event Medical Cover Contracted first aid and medical cover for events ranging from major sport fixtures to local festivals. Provided by qualified personnel, treatment centres, and ambulances, priced via custom quote.
- Ambulance Operations Emergency and non-emergency ambulance services providing patient transport and medical response capabilities throughout England, delivered as a contracted healthcare service.
- First Aid Supplies Online retail of first aid kits, defibrillators, medical supplies, and equipment for individuals, businesses, and organisations, distributed from the Stockport customer services and distribution centre.
- HEART Pocket AED Portable pocket-sized Automated External Defibrillator (AED) sold via the St John Ambulance shop, designed for accessible emergency cardiac response.
- CPR Bra Innovative training garment designed to challenge taboos around giving chest compressions to women, addressing the fact that women are a third less likely to receive bystander CPR.
- Youth Programmes (Badgers, Cadets, Young Responders) Enrolled youth programmes teaching first aid and offering volunteering pathways: Badgers for ages 5-10, Cadets for ages 11-17, and Young Responders for ages 11-25.
- NHS Co-Responding Service Co-responding emergency service in which St John Ambulance volunteers are dispatched by the NHS to 999 calls to provide early clinical assessment and life-saving care before ambulance crews arrive.
Quantifiable outcome
- 458,000 volunteer hours delivered annually
- +5 more outcomes
Companies that use St John Ambulance
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles6 records
St John Ambulance technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
St John Ambulance partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered flagship, core and minor.
- Nationwide Building SocietyflagshipNationwide Building Society is rolling out defibrillators and bleed control kits across its entire network of 605 UK branches by end of 2026, in partnership with Visa and St John Ambulance. St John Ambulance will provide life-saving training to 4,000 Nationwide staff members and local communities. This initiative supports Nationwide's existing pledge to keep all its branches open until at least 2030.
- VisacoreVisa is a partner in the Nationwide Building Society initiative to roll out defibrillators and bleed control kits across 605 UK branches. Visa's involvement provides payment technology infrastructure and potentially co-funding for the life-saving initiative.
- Addison LeecoreSt John Ambulance delivers CPR and defibrillator training sessions for Addison Lee taxi drivers following a colleague saving a passenger's life. Part of new life-saving initiative to train taxi drivers in first aid skills.
- Caroline ParkerminorContent creator Caroline Parker staged live shows for parents and children inviting St John Ambulance to take part, bringing lifesaving messages to families through entertainment content.
- Natalie CassidyminorActress Natalie Cassidy partnered with St John Ambulance to highlight the importance of first aid and volunteering through a new documentary 'Natalie Cassidy: Caring Together', available on BBC iPlayer from 1st June.
- East of England Ambulance Service NHS Trust (EEAST)flagshipSix-month co-responding pilot launched 1 May 2026 in Norfolk where St John Ambulance volunteers respond to 999 calls alongside NHS ambulance service. Volunteers trained to respond to cardiac arrests, strokes, breathing difficulties, serious bleeds, and road traffic collisions. Co-responders arrive first on scene in almost 90% of incidents. Service provided free of charge to NHS.
- Ross KempminorCelebrity ambassador Ross Kemp joined forces with St John Ambulance and Nationwide to promote life-saving communities initiative, featuring in press materials holding a defibrillator (AED).
Scale indicators8 records
Recent moves7 records
Expansion highlights5 records
St John Ambulance competitors and assessment
Company assessmentMarket position
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
St John Ambulance social profiles
Digital presenceSt John Ambulance compliance and trust
Trust signalCompliance3 records
St John Ambulance financial estimates
Financial estimateRevenue estimate
Valuation estimate
St John Ambulance leadership team
Management profileNumber of profiles
Profiles3 records
St John Ambulance subsidiaries and ownership
Company hierarchySubsidiaries1 record
St John Ambulance funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
St John Ambulance M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about St John Ambulance
What does St John Ambulance do?
St John Ambulance is England's leading first aid charity providing accredited first aid training courses (First Aid at Work, Paediatric, Mental Health), event medical cover for events from major sport fixtures to local festivals, ambulance operations, and co-responding services with the NHS. It also sells first aid supplies and equipment (kits, defibrillators) through an online shop, and runs youth programmes (Badgers, Cadets, Young Responders) plus free community first aid awareness sessions.
Is St John Ambulance a public or private company?
St John Ambulance is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was St John Ambulance founded?
St John Ambulance was founded in 1877. It employs 1,001 to 5,000 people.
Where is St John Ambulance based?
St John Ambulance is headquartered in City Of London, United Kingdom, in the Europe region.
How does St John Ambulance make money?
Five revenue lines are on record. Event Medical Cover Services are the primary driver. The others are workplace Training Courses, first Aid Supplies Sales, donations and Philanthropy and lottery and Weekly Draw.
Does St John Ambulance have an API?
No public API is recorded for St John Ambulance.
What industry is St John Ambulance in?
St John Ambulance's product category is First Aid and Emergency Medical Services. Its primary akta.pro industry code is HLAFANAL, EMS Education, Training & Simulation Centers, with a secondary code of BPAIAGAC, Emergency Medical Services (EMS) & Ambulance Services. Its NAICS code is 621910 and its SIC code is 8200.