BullEx

What BullEx does

BullEx is an industrial consultant providing products and training systems based on fire and safety, headquartered in Albany, New York, and founded in 2005. The operational data describes the broader enterprise under which BullEx's offerings sit, operating as the largest global provider of fire training equipment and facilities for first responders, with a US headquarters in Dayton, Ohio, and additional regional offices in Albany (NY), Baarle-Nassau (Netherlands), and Toronto (Canada). The company employs 101-250 people and reports having built the last three largest first-responder training facilities in the world.

The company's product portfolio is organized into three integrated pillars. Fire Training Tools include digital systems (ATTACK, HyperFire, QuickFire XR virtual reality), live-fire training props spanning vehicle, pressure vessel, aircraft, HazMat, marine, mining, oil and gas, and residential scenarios, smoke generation equipment (SG1000, SG4000), SmartDummy rescue manikins, and modular TrainingReady container-based training structures. Personal Protective Equipment covers NFPA- and EN-compliant turnout gear (V-Force, RedZone, ENgage), CBRN ensembles (MT94, ERS), rescue wear, helmets, gloves, boots, and particulate-blocking hoods, sold under the core LION brand and the Starfield PPE sub-brand. Maintenance Services are delivered through the TotalCare program, which combines CO2-based cleaning, inspection, repair, and NFPA 1851 compliance verification on a subscription/recurring basis.

Revenue is generated primarily through one-time equipment sales to fire departments, emergency responders, and training facilities, supplemented by recurring TotalCare maintenance subscriptions and uniform distribution through an Elbeco partnership. The go-to-market combines enterprise field sales targeting large fire department contracts, an authorized dealer network across multiple regions, and an e-commerce storefront at shop.lionprotects.com. Customer segments are hybrid, spanning municipal and career fire departments, workplace and industrial facilities, community fire-safety programs, and specialized industry responders in mining, oil and gas, marine, aviation, and ground transportation. Pricing is quote-based and not publicly disclosed.

Name

BullEx

Legal name

LION Group, Inc.

Website

https://bullex.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

101–250 employees

Short description

BullEx is an industrial consultant providing fire and safety products and training systems, operating as part of the largest global provider of fire training equipment and PPE for first responders, serving fire departments, industrial facilities, and specialized industry responders across the US, Europe, and Canada.

Ownership category

akta.pro rank

Product category

Fire Safety Equipment and Training

akta.pro primary industry

Fire & Rescue Services (Fire Suppression, Rescue) (BPAIAGAB)

akta.pro secondary industry

Fire & Smoke Dampers / Firestopping / Passive Fire Protection Services (BPABAHAE)

Keywords

• Fire training equipment
• Firefighter PPE
• Live fire props
• Turnout gear
• Emergency response training

Headquarters

HQ city

Albany

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Fire Training Equipment Sales: Sale of fire training props, structures, smoke generators, rescue manikins, and training systems to fire departments, emergency responders, and training facilities
2. PPE and Turnout Gear Sales: Sale of firefighting PPE including NFPA-compliant turnout gear, helmets, gloves, boots, CBRN protective gear, and accessories
3. TotalCare Maintenance Services: Annual cleaning, inspection, and repair services for PPE under the TotalCare program, including CO2 cleaning and NFPA 1851 compliance
4. Uniform Sales: Sale of fire uniforms, law enforcement uniforms, and EMS uniforms through partnerships with Elbeco

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

BullEx (under LION Group, Inc. / LION Protects) manufactures and sells fire training equipment, firefighter personal protective equipment (PPE), and PPE maintenance services for first responders and workplace safety. The product portfolio spans digital fire training systems (ATTACK™, HyperFire™, BullsEye™, QuickFire™ XR), live fire training props, smoke generators, rescue manikins, container-based training structures, NFPA-compliant turnout gear, CBRN protective gear, helmets, gloves, boots, and the TotalCare™ annual cleaning/inspection/repair program. Customers include municipal fire departments, industrial facilities, and emergency response organizations across North America, Europe, and other global markets.

Product overview

LION (LION Group, Inc.) is a comprehensive fire safety and emergency response equipment provider offering an integrated portfolio across three core areas: Fire Training Tools, Personal Protective Equipment (PPE), and Maintenance Services. The Fire Training Tools division includes digital fire training systems (ATTACK™ Digital Fire Training System, HyperFire™, BullsEye™ Digital Fire Extinguisher Training System), live fire training props (vehicle, pressure vessel, helicopter, aircraft wing, and various industrial/residential props), smoke generation equipment (SG1000™ and SG4000™), rescue manikins (SmartDummy™ series), and training structures. The PPE division spans turnout gear (V-Force®, RedZone™, V-Force EVO®, Starfield brand), rescue wear, CBRN protection (MT94™, ERS™), helmets, protective hoods, gloves, boots, and accessories. The company also offers TotalCare maintenance services (cleaning, inspection, repair) and operates training facility construction (TrainingReady™ container systems, fixed facilities). The portfolio includes multiple sub-brands including Starfield PPE and various innovations like Aeroscape™ personal rescue systems. The company positions itself as serving first responders across diverse environments including residential, commercial, industrial, aviation, marine, mining, and oil & gas sectors.

Differentiator

Problem solved

Functional benefit

Brands

• BullsEye™: BullsEye™ Digital Fire Extinguisher Training System - digital training prop for fire extinguisher training
• V-Force®
• Starfield PPE
• ENgage™
• TotalCare
• SmartDummy™
• ATTACK™
• HyperFire™
• QUICKFIRE XR
• LION Fire Academy
• Not In Our House

Products and services

• ATTACK™ Digital Fire Training System Digital fire training system that simulates realistic fire scenarios for firefighter training without actual flame. Used by fire departments and training facilities for hands-on, controlled live-response training.
• HyperFire™ Digital Fire Training System High-performance digital fire training system for realistic fire simulation in firefighter preparedness programs.
• QuickFire™ XR Virtual Training System Virtual reality fire extinguisher training system combining VR technology with hands-on training elements for workplace safety and community programs.
• BullsEye™ Digital Fire Extinguisher Training System Digital fire extinguisher simulation system for workplace fire safety training, without the cost and cleanup of live extinguishers.
• Live Fire Training Props (Vehicle, Pressure Vessel, Stove, Electric Motor, Dumpster, Barbeque Grill, Paint Locker, Pipe Flange, Gas Meter, Fuel Spill, Trashcan, Propane Cylinder, Pipe/Valve Assembly, Helicopter, Aircraft Wing, Magnum, H.L.T.S.) Modular live fire training props simulating realistic fire scenarios across residential, industrial, aviation, and HazMat environments for emergency response training.
• SmartDummy™ Rescue Manikins (Rescue/Jeff, Extrication/Thomas, Thermal, Fire Manikin) Advanced rescue manikins for victim rescue, vehicle extrication, and thermal rescue training for first responders.
• Smoke Generation Equipment (SG1000™ Smoke Generator, SG4000™ Smoke Generator, Smoke Fluid) Smoke generators and consumable smoke fluid used to create realistic smoke-filled training environments for fire and search-and-rescue training.
• TrainingReady™ Container Systems Modular container-based training structures deployable for fire, HazMat, marine, aviation, mining, oil & gas, residential, commercial, ground transportation, and search & rescue training.
• V-Force® Turnout Gear (including V-Force® EVO®) NFPA-compliant firefighter turnout gear with advanced protection features and enhanced mobility for fire suppression operations.
• Starfield PPE Line (RedZone™, Super-Deluxe™, LIONExpress™, Orbit™, Starfield Express™, Flame Fighter®) Bunker gear, rescue wear, and turnout gear product line including high-performance, expedited-delivery, and innovative-design options for first responders.
• CBRN Protective Gear (MT94™, ERS™, MT94-R, Training Suits) Chemical, Biological, Radiological, and Nuclear protective ensembles and training suits for hazardous materials and emergency response operations.
• Fire Helmets (American Honor™, American Legacy™, American Legend® Series) Premium and traditional-style firefighter helmets meeting NFPA standards for structural firefighting.
• Protective Hoods (RedZone™ Nomex® Nano Flex, RedZone™ Particulate, RedZone™ StedAir® Prevent Clear) Particulate-blocking protective hoods with Nomex® Nano Flex and StedAir® Prevent technology for firefighter respiratory and head protection.
• Structural Protective Gloves (Primus®, V-Force®, Commander ACE™, Commander™, Defender™) Premium structural firefighting gloves with command-level protection and range-of-motion designs.
• Fire Boots (V-Force™ USA Boot, KnockDown Elite™, QR14™, HellFire™ Felt, HellFire™ Kevlar®, Station 1™) Firefighting boots with thermal protection, Kevlar reinforcement, quick-release features, and station-duty designs.
• Rescue Equipment (TR51™, MedPro™, VersaPro™, VersaFlex®, Aeroscape™ Personal Rescue System, Drag Rescue Device, Integrated Rescue Harness, Escape and Ladder Belt) Technical rescue garments, personal rescue systems, and rescue equipment for emergency extraction and aerial rescue operations.
• TotalCare™ Maintenance Program Annual subscription-based PPE maintenance program including cleaning, inspection, repair, and NFPA 1851 compliance verification, including proprietary CO2 cleaning technology.
• Fire Safety Trailers & Mobile Fire Safety Training Mobile fire safety training trailers and on-site mobile training services for community outreach and public fire safety education.
• HazMat and Class A Training Props (PPV Trainer, DTFO Trainer, Vapor Blast Trainer, Dust Blast Trainer, Gas Trainer, Gas Meter Fire Training Prop, Fuel Spill Fire Training Prop, Paint Locker Fire Training Prop, Propane Cylinder Fire Training Prop) Hazardous materials and specialized hazard training props for ventilation, gas, vapor, dust, and fuel-related emergency response training.
• Workplace Safety Training Equipment (Intelligent Training System™ / I.T.S., R.A.C.E Station, Misty Electronic Blind Mask) Smart fire extinguisher training systems and emergency response training stations for workplace safety and commercial fire preparedness.

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Three partnerships are on record, tiered core and supporting.

• ElbecocoreChannel Partner/ Reseller/ DistributorPartnership with Elbeco for distribution of fire uniforms, law enforcement uniforms, and EMS uniforms through Elbeco's e-commerce platform at shop.elbeco.com. Products include NFPA-certified uniforms, non-certified uniforms, outerwear, vest carriers, and EMS-specific apparel.
• EZ Gear RentalsupportingChannel Partner/ Reseller/ DistributorReferral partnership for PPE rental program through EZ Gear Rental (ezgearrental.com), providing customers with rental options for protective equipment under the TotalCare maintenance program.
• Starfield PPEcoreOEM/ Whitelabel/ Licensing PartnerStarfield PPE brand partnership offering a separate product line of bunker gear, rescue wear, and PPE products including Flame Fighter, RedZone, Orbit, Starfield Express turnout gear, and related accessories. Marketed as 'Starfield PPE, Powered by LION.'

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Dräger: Global safety and medical technology company supplying respiratory protection, gas detection, and firefighter equipment, serving the same public-safety and industrial responder customers across regulated safety budgets.
• Rosenbauer International: Larger, publicly listed fire-equipment manufacturer known for fire trucks and aerial apparatus, with adjacent offerings in firefighting PPE and training systems that overlap with LION's portfolio.
• Honeywell Safety Products: Diversified industrial conglomerate with a substantial PPE and worker-safety portfolio including firefighter and first-responder products, with materially greater R&D and distribution scale than LION.

Direct peers

• Task Force Tips: Manufacturer of firefighting nozzles, monitors, and foam equipment, serving overlapping fire-department and industrial responder customers and competing for similar training-equipment budgets.
• HAIX: Specialty manufacturer of fire and rescue boots, directly comparable to LION's V-Force, HellFire, QR14, and Station 1 boot lines for the same first-responder end customers.
• MSA Safety: Global public-safety and PPE manufacturer with overlapping firefighter turnout gear, helmets, SCBA, and gas-detection products serving the same municipal and industrial fire-service customer base.
• Globe Manufacturing: Specialty manufacturer of firefighter turnout gear and PPE, directly comparable to LION's V-Force/RedZone lines, with a shared focus on NFPA-compliant structural firefighting apparel.
• WHP Training Towers: Designer and builder of firefighter training towers and live-fire training structures, directly competing with LION's TrainingReady container systems and fixed fire-training facility business.
• Fire Facilities Inc. Manufacturer of fire training props, burn buildings, and training structures for fire academies, with a directly comparable product set to LION's live-fire props and TrainingReady containers.

Emerging players

• FLAIM Systems: Early-stage developer of VR-based firefighter training systems, an emerging competitor in the digital/extincted-reality training category where LION's QuickFire XR and ATTACK systems operate.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/bullexsafety
• LinkedInlinkedin.com/company/bullex

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 BullEx