Action Training Systems

What Action Training Systems does

Action Training Systems, Inc. (ATS) is a privately held, veteran-owned company founded in 1988 and headquartered at 1040 NE Hostmark St., Suite 100, Poulsbo, Washington. The company develops standards-based multimedia training and online interactive courses for emergency responders, with a portfolio spanning Firefighter I & II, HAZMAT, Driver/Operator, Officer Development, EMS (EMR/EMT/Skills), and Industrial Fire Brigade training. Content is delivered through three primary modalities: a proprietary Iluminar Learning Management System (ILMS) hosting interactive courses with formative assessment, an online streaming video library, and physical DVD/USB media, supplemented by instructor tools such as the FITS Quiz Generator, question banks, PowerPoints, and facilitator guides.

ATS's technology foundation is the Iluminar LMS, originally launched as a computer-based training system in 1996 and operating under Version 2 with floating-license and network support. The platform delivers self-paced asynchronous content, supports pre-tests with the ability to test out of modules, tracks student progress automatically, and enforces competency through embedded questioning in which incorrect answers halt playback and replay the relevant video segment until mastery. All content is aligned to external authoritative standards — NFPA 1002/1020/1081/600 for fire, NREMT/NEMSES/CAPCE for EMS, and OSHA where applicable — and is reviewed by fire service subject matter experts. The company holds CECBEMS accreditation for EMS continuing education.

Revenue is generated through a mix of subscription and perpetual-license streams: multi-year per-user online interactive course subscriptions (Fire, EMS, Industrial, and combined Fire + EMS catalogs), annual streaming video subscriptions (including the newer FireFlix full-library offering), one-time DVD/USB series purchases (e.g., the 33-title Firefighter I & II series at $7,050), and software licenses for instructor tools. Distribution combines direct e-commerce at action-training.com with inside sales support (800-755-1440 ext 3), plus channel partnerships with IFSTA/FPP and Jones & Bartlett Learning/Public Safety Group. Customers are predominantly North American volunteer and career fire departments (government), EMS organizations, fire academies, and industrial fire brigades in the energy/refining sector, with named enterprise and institutional accounts including Motiva Enterprises (Norco Refinery) and Kilgore College (Kilgore Fire Academy).

Name

Action Training Systems

Legal name

Action Training Systems, Inc.

Website

https://action-training.com

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

11–50 employees

Short description

Action Training Systems develops standards-based multimedia and online interactive training courses for fire, EMS, and industrial emergency responders, delivered via a proprietary LMS, streaming video, and DVD/USB media to North American departments, academies, and industrial buyers.

Ownership category

akta.pro rank

Product category

Emergency Responder Training Software

NAICS

Other Technical and Trade Schools (611519), Technical and Trade Schools (6115)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Safety, Compliance & Risk Training Simulations (EHS, OSHA, Hazard Response) (EDAFAJAD)

akta.pro secondary industries

Emergency Management, Disaster Response & Incident Command Training (EDAOAMAD), Emergency Medical Services (EMT/Paramedic) Training (EDAOAMAC), EMS Education, Training & Simulation Centers (HLAFANAL)

Keywords

• Emergency responder training
• Fire service training
• EMS continuing education
• Learning management system
• Online interactive courses

Headquarters

HQ city

Poulsbo

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Online Interactive Course Subscriptions: Subscription-based access to online interactive courses with various catalog options (Fire, EMS, Industrial). Sold per user with 1-5 year subscription terms. Includes automatic series updates and new content during subscription.
2. Online Video Library Subscriptions: Streaming video access available in 1, 2, or 3 year terms with optional PowerPoint bundles. Flexible pricing for departments and organizations.
3. DVD/USB Product Sales: One-time purchase of physical training media. Individual titles ($250) and complete series (e.g., 33-title Firefighter I & II at $7,050). Includes closed captioning.
4. Software Licenses: Fire Instructor Testing Software (FITS) Quiz Generator sold for $99. Question banks sold separately ($105-$375) for use with FITS software.
5. Manual and Textbook Distribution: Distribution of IFSTA manuals and Brady textbooks through partnership with Jones & Bartlett Learning Public Safety Group. Available individually or as part of comprehensive training packages.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Action Training Systems develops and delivers standards-based multimedia training content for firefighters, EMS personnel, and industrial fire brigades. Its core product is a proprietary Iluminar Learning Management System (ILMS) that hosts interactive online courses with embedded formative assessments, complemented by streaming video libraries, DVD/USB training series, instructor resources, and distributed textbooks aligned with NFPA, NREMT, NEMSES, OSHA, and CAPCE standards.

Product overview

Action Training Systems offers a multi-modal training platform for emergency responders comprising online interactive courses via proprietary LMS, streaming video library, and physical DVD/USB delivery. The portfolio includes three core curricula: Firefighter Training (Firefighter I/II, HAZMAT, Driver/Operator, Emergency Operations, Officer Development), EMS Training (EMR, EMT, EMS Skills), and Industrial Fire Brigade Training. Instructor Resources include FITS Quiz Generator, Question Banks, PowerPoints, Facilitator Guides, and Correlation Guides. Distribution partnerships provide access to IFSTA, Jones & Bartlett/Public Safety Group, and Brady textbooks and manuals. New FireFlix offers full library subscription access. All content is standards-based, aligning with NFPA, NREMT, OSHA, and NEMSES standards.

Differentiator

Problem solved

Functional benefit

Products and services

• ATS Online Interactive Courses Standards-based interactive online training courses covering Fire (111 courses), EMS (55 courses), Industrial+EMS (78 courses), and Fire+EMS (163 courses) catalogs, delivered through the ILMS with embedded formative assessments that require correct answers to advance. Sold per user with 1-5 year subscription terms.
• ATS Online Video Library Streaming video library covering Firefighter I, Firefighter II, Aerial Apparatus, and other training series, available in 1, 2, or 3 year subscription terms with optional PowerPoint bundles for fire, EMS, and industrial departments.
• DVD/USB Training Series Physical media training series delivered on DVD or USB drives, including complete multi-title training series for Firefighter I & II (33 titles), Firefighter II, Rapid Intervention, Aerial Apparatus, and other specialties with closed captioning.
• Industrial Fire Brigade Training Industrial fire brigade training including Incipient Level and Exterior & Structural levels based on NFPA 1081 and NFPA 600 standards, delivered via online courses, video library, or DVD/USB.
• Fire Instructor Testing Software (FITS) Quiz Generator Standalone test-building and editing software for trainers and instructors to produce multiple choice test handouts in minutes. Sold separately from ATS Question Banks.
• ATS Question Banks Ready-made question files designed for use with the FITS Quiz Generator, covering Firefighter I & II, Pumping Apparatus, Infection Control, Industrial Fire Brigades, and Fire Operation Support topics.
• PowerPoint Presentations Classroom-ready PowerPoint presentation packages designed to complement online video library subscriptions for instructor-led training sessions.
• Facilitator Guides Standalone instructor guides designed for use in and out of the classroom to help Training Officers, instructors, or Chiefs successfully teach fire and EMS skills.
• ATS FireFlix Full Library Access Subscription-based full library access offering all ATS video content under one fee for unlimited streaming access to the complete training video library.
• Iluminar Learning Management System (ILMS) Proprietary Learning Management System for deploying and managing ATS computer-based training courses, supporting self-paced asynchronous training, secure student logins, pre-test customization, progress tracking, and distance learning. Version 2 offers floating licenses and improved network capabilities.
• Fire Operation Support Series 12-title Fire Operation Support training series aligned with NFPA 1010 Support Person position for emergency operations, released in April 2025.
• EMS Skills Series 9-title EMS Skills series containing over 160 skills presented, based on NREMT guidelines, National EMS Scope of Practice Model, and NEMSES; available on DVD or Online Streaming Video.
• Revised Aerial Apparatus Driver/Operator Series Completely revised Aerial Apparatus Driver/Operator 5-part training series aligned with NFPA 1002, featuring new video produced with multiple western Washington fire departments.
• Incident Command & Management Series Incident Command & Management training series including ICS: EMS Operations and Fire/EMS: Active Shooter Response titles for officer-level fire and EMS training.
• Infection Control & Prevention Series 3-title Infection Control & Prevention series covering bloodborne pathogens, airborne diseases, and OSHA requirements; recognized as a JEMS Hot Product in 2013.

Quantifiable outcome

• 100% state exam pass rate for recruits using ATS training (West Point Fire Department)
• +3 more outcomes

Named customers9 records

Segments6 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core and regional.

• Jones & Bartlett Learning Public Safety GroupcoreStrategic or Co-development Partner · 15 March 2018Strategic partnership to enhance customer training experience. ATS expanded training library to include manuals and supplemental products from Public Safety Group, available individually or as comprehensive training packages. Public Safety Group now offers ATS DVDs as part of their fire and EMS product lines. Joint go-to-market bringing combined expertise to emergency response community.
• IFSTA/FPP (International Fire Service Training Association)coreStrategic or Co-development PartnerLong-standing partnership fundamental to ATS success. IFSTA/FPP provides technical review and guidance. ATS content distributed through IFSTA/FPP's Resource One platform. IFSTA manuals and packages available through ATS distribution.
• St. John Ambulance Alberta, CanadaregionalStrategic or Co-development PartnerCollaboration to translate and adapt Emergency Medical Responder training for Canadian market. Developed 26-title Canadian EMR series aligned with National Occupational Competency Profile (NOCP). Both English and French language versions produced.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Vector Solutions (TargetSolutions): Vector Solutions operates TargetSolutions, the largest online training platform for fire, EMS, and law enforcement, with OSHA/HR compliance tracking. Directly comparable as both companies sell subscription-based online training courses to fire departments and EMS organizations, with overlapping target customers and content categories.
• Lexipol: Lexipol provides policy, training, and procedural content for fire, EMS, and law enforcement agencies, including an online learning platform. Directly competes with ATS in the fire/EMS training content market, serving the same municipal and volunteer department customer base.
• IFSTA (International Fire Service Training Association): IFSTA develops the most widely adopted fire service training manuals and curriculum in North America and is both a partner and content competitor to ATS. Comparable as both organizations produce standards-aligned fire service training content distributed through publisher channels and academies.
• FireRescue1 (PoliceOne Academy): FireRescue1 (operated by Lexipol/PoliceOne) provides online training videos and courses for firefighters and EMS personnel. Directly comparable in product (online video training), target customer (firefighters/EMS), and distribution model (online subscription).

Emerging players

• Safety Unlimited: OSHA-compliant online safety training provider serving industrial and first responder markets. Comparable in delivering standards-aligned online training (HAZMAT, OSHA) to industrial fire brigades and emergency response personnel with subscription access.

Others

• VFIS (Volunteer Firemen's Insurance Services): Insurance and risk management provider specializing in volunteer fire departments and EMS, offering training resources and grants. Comparable customer base (volunteer fire departments) and partially overlapping training content distribution, though focused on insurance rather than content as primary business.
• Columbia Southern University: Online university offering fire science, EMS, and occupational safety degrees with embedded training programs. Adjacent competitor in the fire/EMS training market, particularly for academies and individuals seeking credentialed education rather than departmental subscriptions.
• National Fire Academy (FEMA/USFA): FEMA's National Fire Academy delivers federally subsidized fire service training courses and leadership programs. An indirect competitor and ecosystem participant; ATS content is often used to supplement or prepare for NFA courses, particularly for volunteer departments.

Broad incumbents

• Jones & Bartlett Learning (Public Safety Group): Major academic publisher of fire, EMS, and public safety textbooks and digital learning products. Both partner and competitor with ATS — distributes ATS DVDs while also producing competing curriculum and textbooks, serving the same educational institutions and academies.
• Brady Books (Pearson Education): Publisher of the long-running Brady EMT and EMS textbook series, distributed as part of ATS training packages. Comparable as a major publisher of fire/EMS educational content serving the same training officer and academy customer base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/actionEresponse
• YouTubeyoutube.com/user/TrainingFirefighter
• Facebookfacebook.com/ActionTrainingSystems
• Instagraminstagram.com/action.training.systems

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Action Training Systems