Sentag USA
Sentag USA distributes and supports a Swedish-engineered drowning detection system that pairs RFID wristbands with pool-mounted sensors and central alarm hardware, serving water parks, hotels, fitness chains, and aquatic facilities in North America.
- Company typePrivate
- Founded2009
- HeadquartersGuilford, United States
- Headcount1–10
- GTM typeB2B
- OfferingHardware or Manufacturing
What Sentag USA does
Sentag USA is the North American arm of Swedish parent Sentag AB, a privately held company that has specialized in drowning detection technology since 2009. Sentag provides a unified pool safety system for commercial water parks, hotels, fitness centers, aquatic facilities, and residential complexes. The core technology pairs a wearable RFID wristband with pool-mounted sensors, a wall-mounted alarm display, a central control unit, and a tester device, all communicating over a dedicated TCP/IP network. The wristband continuously transmits swimmer behavioral signals to the sensors, which compare the signals against predefined alarm thresholds configured during installation and alert staff with alarm type and location information when a potential drowning incident is detected. The same wristband doubles as a facility access credential, enabling entrance control, locker access, cashless payments, membership management, and area access.
The business model is primarily hardware-led B2B enterprise sales of complete systems and consumable wristbands, supplemented by recurring revenue from maintenance, support, and the Sentag Tester app workflow. Distribution is executed through a global distributor network (with a dedicated distributor login portal) supplemented by direct enterprise field sales; the company attends industry trade shows such as the Hotel & Leisure Show in Dubai to build pipeline. Sentag's notable customer logos include Mandarin Oriental Hotel Group, SATS ELIXIA (the largest Nordic fitness chain, with a 2,000-wristband deployment at its Røa Bad facility in Oslo), Fullerton Ocean Park Hotel in Hong Kong, Quality Hotel & Resort Lapland in Sweden, and Ap Lei Chau apartments in Hong Kong. The parent entity (Sentag AB, Org.No SE556776-1811) is headquartered in Stockholm, manufactures in collaboration with Embedded Art AB, and is owned by its Swedish management team with no disclosed external institutional investment.
Sentag USA firmographics
Firmographics- Name
- Sentag USA
- Legal name
- Sentag AB
- Website
- https://sentag.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Sentag USA distributes and supports a Swedish-engineered drowning detection system that pairs RFID wristbands with pool-mounted sensors and central alarm hardware, serving water parks, hotels, fitness chains, and aquatic facilities in North America.
- Ownership category
- akta.pro rank
Sentag USA industry classification
Industry- Product category
- Pool Safety and Drowning Detection Systems
- NAICS
- Amusement Parks and Arcades (7131)
- SIC
- Instruments For Meas & Testing Of Electricity & Elec Signals (3825)
- akta.pro primary industry
- Water Safety, Lifeguarding & Training Services (Staffing, Certification) (THAAABAL)
Keywords
Where Sentag USA is headquartered
LocationHeadquarters
- HQ city
- Guilford
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Sentag USA business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Technology or R&D, Personnel, Marketing or Sales, Operations
Revenue model
- Drowning Detection System Sales: Sale of complete drowning detection systems including wall units, sensor units, control units, wristbands, and testers. Systems are installed in swimming pools with depth greater than 80 cm. Revenue is generated from initial system installation and component sales.
- Wristband Consumables: Ongoing sales of wristbands for pool guests and members. Wristbands are issued at reception or vending machines and can be collected upon exit.
- System Maintenance and Support: Daily testing and verification of wristbands using the Sentag Tester app. Ongoing system support services for facility operators.
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
Sentag USA product offering
Product offeringCore offering
Sentag USA distributes the Sentag Pool Safety System, a drowning detection solution comprising wearable wristbands, pool-mounted sensors, wall alarm units, a central control unit, and a wristband tester. The system continuously monitors individual swimmers' behavioral patterns and alerts facility staff with swimmer location when potential drowning incidents are detected. Wristbands additionally function as RFID credentials for entrance, locker access, cashless payments, memberships, and restricted-area access control at hotels, water parks, fitness chains, aquatic centers, and residential pools.
Product overview
Sentag provides a unified drowning detection and pool safety system consisting of five integrated hardware components: the Sentag Wristband (wearable sensor worn by swimmers), Sensor Unit (pool-mounted signal detector), Wall Unit (alarm display), Control Unit (central management hub), and Tester (diagnostic tool). The system monitors swimmers' behavioral patterns via wristbands and sensors, triggering staff alerts when potential drowning incidents are detected. Additional wristband features include entrance control, locker access, cashless payments, memberships, and area access control. Components communicate via TCP/IP network.
Differentiator
Problem solved
Functional benefit
Products and services
- Sentag Pool Safety System Integrated drowning detection and pool safety platform comprising wearable wristbands, pool-mounted sensors, wall alarm units, a central control unit, and a tester. Continuously monitors individual swimmers' behavioral patterns, alerts staff with swimmer location when alarm criteria are met, and uses the wristband as a multi-functional RFID credential for entrance, locker access, cashless payments, memberships, and area access control. Sold to hotels, water parks, fitness chains, aquatic centers, and residential complexes.
- Sentag Wristband Wearable wristband worn by each swimmer that continuously communicates with pool sensors to monitor predefined behavioral patterns, detect potential drowning, and transmit swimmer location. Also functions as an RFID credential for entrance, locker access, cashless payments, memberships, and area access control. Sold to operators of pools deeper than 80 cm.
- Wall Unit In-facility alarm display unit that receives data from sensor units and presents alarm details and swimmer incident location to staff, enabling immediate response when drowning alerts are triggered.
- Control Unit Central configuration and management hub for the Sentag Pool Safety System. Connects wall units, sensor units, and other components over a dedicated TCP/IP network and is where the system is configured and managed by facility operators.
- Sensor Unit Pool-mounted sensor that continuously detects signals from Sentag wristbands worn by swimmers and transmits the information to the Wall Unit for monitoring and alarm management.
- Tester Diagnostic tool used by facility staff together with the Sentag Tester app to verify wristband functionality before the wristband is handed out to pool guests, supporting daily quality control and ongoing system maintenance.
Quantifiable outcome
- Reduces time-to-rescue in water incidents
- +3 more outcomes
Companies that use Sentag USA
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles4 records
Sentag USA technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability1 record
Feature7 records
Sentag USA partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and flagship.
- Embedded Art ABcoreSwedish development and manufacturing partner for Sentag products. Sentag develops and manufactures solutions in collaboration with Embedded Art AB and a network of specialist suppliers. This partnership enables the specialized drowning detection technology development.
- SATS ELIXIA Röa BadflagshipNorwegian fitness chain facility where Sentag system surveilles three pool areas with 2000 wristbands. System integrated with light/sound sirens, walkie-talkies, cameras, and RFID access solution. Represents a reference implementation of complete system integration.
Scale indicators3 records
Recent moves7 records
Expansion highlights6 records
Sentag USA competitors and assessment
Company assessmentDirect peers
- Lynxight: AI-driven drowning detection and pool analytics platform using computer vision. Competes for the same water park and fitness pool contracts as Sentag with a passive, no-wearable architecture.
- SwimEye: Underwater camera-based drowning detection system sold primarily in Europe. Targets the same aquatic safety market as Sentag and offers an alternative to wearable-based solutions.
- Poseidon Technologies: Computer-vision drowning detection system widely deployed at municipal and competition pools. Directly competes with Sentag for the same customer base (water parks, aquatic centers, hotels) but uses overhead cameras instead of wearables.
- AngelEye: Italy-based drowning detection system combining overhead cameras and AI. Targets the same pool safety use case as Sentag with a wearable-free approach, putting direct competitive pressure on Sentag's installations.
Emerging players
- Coral Detection Systems: Drowning detection technology using intelligent video analytics. Competes with Sentag in commercial pool installations with a passive camera-based alternative.
- iSwimBand: Wearable drowning prevention device primarily for children. Overlaps with Sentag's wearable safety positioning but targets consumer/residential buyers rather than enterprise pools.
- AquaEye: Swedish developer of sonar/AI drowning detection technology. Direct overlap with Sentag in the European aquatic safety market and competing in the same technology generation.
Broad incumbents
- Aquatic Safety International: Established provider of aquatic risk management and lifeguarding services and equipment. Broader portfolio spanning training, staffing, and safety products, with overlap on the pool safety layer that Sentag targets.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Sentag USA social profiles
Digital presenceSentag USA financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sentag USA leadership team
Management profileNumber of profiles
Profiles5 records
Sentag USA funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sentag USA 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 Sentag USA
What does Sentag USA do?
Sentag USA distributes the Sentag Pool Safety System, a drowning detection solution comprising wearable wristbands, pool-mounted sensors, wall alarm units, a central control unit, and a wristband tester. The system continuously monitors individual swimmers' behavioral patterns and alerts facility staff with swimmer location when potential drowning incidents are detected. Wristbands additionally function as RFID credentials for entrance, locker access, cashless payments, memberships, and restricted-area access control at hotels, water parks, fitness chains, aquatic centers, and residential pools.
Is Sentag USA a public or private company?
Sentag USA is a private company. It is classified as management employee owned and is currently operating.
When was Sentag USA founded?
Sentag USA was founded in 2009. It employs 1 to 10 people.
Where is Sentag USA based?
Sentag USA is headquartered in Guilford, United States, in the North America region.
How does Sentag USA make money?
Three revenue lines are on record. Drowning Detection System Sales are the primary driver. The others are wristband Consumables and system Maintenance and Support.
Who are Sentag USA's main competitors?
Direct peers on record are Lynxight, SwimEye, Poseidon Technologies and AngelEye. Emerging players are Coral Detection Systems, iSwimBand and AquaEye. Aquatic Safety International is listed as a broad incumbent.
Does Sentag USA have an API?
No public API is recorded for Sentag USA.
What industry is Sentag USA in?
Sentag USA's product category is Pool Safety and Drowning Detection Systems. Its primary akta.pro industry code is THAAABAL, Water Safety, Lifeguarding & Training Services (Staffing, Certification). Its NAICS code is 7131 and its SIC code is 3825.