St John Ambulance

First Aid and Emergency Medical Servicessja.org.uk

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

First aid training
Event medical cover
Ambulance services
First aid supplies
Volunteer charity

Where St John Ambulance is headquartered

Location

Headquarters

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 offering

Core 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 profile

Named customers4 records

Segments4 records

Ideal customer profiles6 records

St John Ambulance technology and API

Technology

Technology 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 signal

Partnerships

Seven partnerships are on record, tiered flagship, core and minor.

Nationwide Building SocietyflagshipGTM or Marketing Partner · 4 June 2026Nationwide 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.
VisacoreGTM or Marketing Partner · 4 June 2026Visa 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 LeecoreGTM or Marketing Partner · 4 June 2026St 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 ParkerminorGTM or Marketing Partner · 4 June 2026Content 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 CassidyminorGTM or Marketing Partner · 1 June 2026Actress 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)flagshipStrategic or Co-development Partner · 30 April 2026Six-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 KempminorGTM or Marketing Partner · 25 March 2026Celebrity 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 assessment

Market position

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

St John Ambulance compliance and trust

Trust signal

Compliance3 records

St John Ambulance financial estimates

Financial estimate

Revenue estimate

Valuation estimate

St John Ambulance leadership team

Management profile

Number of profiles

Profiles3 records

St John Ambulance subsidiaries and ownership

Company hierarchy

Subsidiaries1 record

St John Ambulance funding detail

Funding detail

Funding 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 investment

M&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?

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.