Personal Safety Training

What Personal Safety Training does

Personal Safety Training Inc., operating as AVADE® Training, is a privately held Idaho-based training and education company founded in 2001 that provides workplace violence prevention, de-escalation, and defensive tactics training to organizations across healthcare, security, corporate, casino, and religious organization sectors. The core product is the proprietary AVADE® Safety Principles methodology, a registered trademarked framework combining awareness training, de-escalation techniques, defensive tactics, and trauma-informed approaches. The company extends this methodology into a portfolio of specialized branded programs (Caring Safely™, Healthcare Defensive Tactics System™, Handcuffing Tactics™, Defense Baton™, Pepper Spray Defense™, Safety Incident Reporting System™, Safety Oriented Customer Service®) and is accredited by the American Nurses Credentialing Center's Commission on Accreditation to provide nursing continuing professional development.

The company operates three distribution channels: (1) on-site train-the-trainer and staff training delivered at customer locations at $497-$1,897 per person plus travel costs, typically under multi-year contracts; (2) off-site public instructor seminars with pay-as-you-go registration fees; and (3) a self-serve e-learning platform with annual subscription licensing. Supporting revenue streams include physical and digital student guides, personal safety books, and branded apparel. Target customers include enterprise healthcare systems (AdventHealth, Banner Health), security services firms (Securitas, Allied Security), and large venue/hospitality operators (Space Needle), accessed through field sales, inside sales for seminars, and self-serve channels for e-learning. The company is led by founder and president David Fowler.

The business model is a hybrid of professional services delivery (on-site training, seminars) and recurring subscription content (e-learning), with a train-the-trainer certification model that creates a downstream network of certified instructors who deliver AVADE®-branded programs internally. The firm operates with a 1-10 employee headcount out of Coeur d'Alene, Idaho, has no disclosed external funding, and is not publicly traded; no parent company, M&A activity, or restructuring events were identified in the available source material.

Name

Personal Safety Training

Legal name

Personal Safety Training Inc.

Website

https://personalsafetytraining.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

1–10 employees

Short description

Personal Safety Training (AVADE® Training) is a privately held, Idaho-based training company founded in 2001 that delivers workplace violence prevention, de-escalation, and defensive tactics programs to healthcare, security, corporate, and other enterprise customers through on-site training, off-site seminars, and an e-learning subscription platform.

Ownership category

akta.pro rank

Product category

Workplace Safety Training

NAICS

Educational Services (61), Educational Support Services (611710), Professional and Management Development Training (611430)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Workplace Violence Prevention & Personal Safety (EDABAEAO)

akta.pro secondary industries

Defensive Tactics, Use-of-Force & De-escalation Training (EDAOAMAM), General Security Officer (Unarmed) Training & Certification (BPAKAOAA), Emergency Response, Fire Safety & Evacuation (EDABAEAE)

Keywords

• Workplace violence prevention
• De-escalation training
• Safety education programs
• Defensive tactics training
• Healthcare safety training

Headquarters

HQ city

Coeur D'alene

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. On-Site Training Services: In-person train-the-trainer and staff training conducted at customer locations. Priced per person with additional travel costs. Revenue is project-based with per-attendee pricing ranging from $497-$1,897.
2. Off-Site Instructor Seminars: Public open instructor seminars held at company or third-party venues. Revenue generated through seminar registration fees.
3. E-Learning Subscriptions: Annual subscription model for e-learning courses, allowing organizations to provide training to their employees on a per-user or site license basis.
4. Educational Products: Sale of physical and digital student guides, personal safety books, and educational materials. One-time purchase model for materials.
5. Apparel & Accessories: Sale of branded merchandise including apparel and accessories related to the AVADE® brand.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Personal Safety Training (AVADE® Training) provides workplace violence prevention, de-escalation, and personal safety education delivered through on-site train-the-trainer programs, off-site public instructor seminars, and an annual e-learning subscription. The company also sells physical and digital student guides, personal safety books, and branded apparel to support its proprietary AVADE® Safety Principles curriculum.

Product overview

Personal Safety Training (AVADE® Training) is a training and education company providing a comprehensive portfolio of workplace violence prevention and personal safety solutions. The core offering consists of instructor-led training programs including Workplace Violence Prevention, De-Escalation, Active Shooter response, and sector-specific programs (Healthcare, Home Health Care, Behavioral Health, Security/Public Safety, Private Corporations, Casinos, and Church Agencies). The company offers defensive tactics training through its proprietary systems (Defensive Tactics System™, Healthcare Defensive Tactics System™, Handcuffing Tactics™, Defense Baton™, Pepper Spray Defense™), complemented by Safety Incident Reporting System™ and Safety Oriented Customer Service® programs. Training is delivered through multiple channels: on-site train-the-trainer programs, off-site instructor seminars, and state-of-the-art e-learning courses. Physical and digital student guides, personal safety books, and branded merchandise round out the product ecosystem. The company is ANCC-accredited for nursing continuing professional development and serves clients across healthcare, corporate, security, casino, and religious organization sectors.

Differentiator

Problem solved

Functional benefit

Products and services

• AVADE® Workplace Violence Prevention Training Comprehensive training program designed to educate, prevent, and mitigate the risk of violence to individuals in the workplace through awareness and response protocols. Targeted at healthcare, security, corporate, casino, and church-agency clients.
• On-Site Train-the-Trainer Service On-site instructor certification and staff training delivered at client locations using the AVADE® curriculum. Priced per person at $497–$1,897 plus travel costs; enables customers to become certified instructors and scale training internally.
• Off-Site Instructor Seminars Open enrollment instructor seminars held at off-site locations for individuals seeking AVADE® certification, with revenue generated through seminar registration fees.
• AVADE® E-Learning Courses State-of-the-art online training courses providing flexible, self-paced learning with annual user pricing, allowing organizations to onboard employees at scale without direct sales involvement.
• Caring Safely™ Healthcare Safety Program Specialized healthcare-focused safety training program addressing workplace violence prevention in healthcare and caregiving environments.
• De-Escalation Training Training focused on preventing conflict, violence, and aggression through clear communication techniques to address potential conflicts early and prevent escalation.
• Active Shooter Training Training course designed to prepare individuals and organizations to survive active shooter events using escape, hide, and attack protocols.
• Home Health Care Safety Training Safety training tailored for home healthcare workers who face unique workplace violence risks when visiting clients in non-clinical settings.
• Behavioral Health Training Training program focused on recognizing and managing aggressive behavior in behavioral health settings while maintaining staff and patient safety.
• Defensive Tactics System™ Physical defense training system teaching hands-on interventions and self-defense tactics for security and public safety personnel.
• Healthcare Defensive Tactics System™ Healthcare-specific version of defensive tactics training, providing clinical staff with appropriate physical intervention techniques for medical environments.
• Physical Student Guides Printed training materials and guides for classroom-based AVADE® learning environments.
• Digital Student Guides Electronic versions of AVADE® training materials accessible via digital devices for flexible learning.
• Personal Safety Books Published books providing personal safety education covering crime prevention and survival strategies for everyday life.
• AVADE® Apparel & Accessories Branded merchandise including apparel and accessories for AVADE® training participants and certified instructors.

Quantifiable outcome

• Nationally recognized and court defensible training programs

Named customers5 records

Segments5 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

One partnership is on record.

• IAHSS® InternationalminorOthersProfessional membership organization for healthcare security professionals. AVADE® is a member, providing credibility and access to the healthcare security professional community.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Tactics and Validation Institute (TAV) / SafeSpace: SafeSpace is an emerging AI-driven workplace safety and de-escalation training platform focused on healthcare and behavioral health. It represents a next-generation technology-enabled entrant into the same de-escalation and workplace violence prevention category AVADE® occupies.

Direct peers

• Handle With Care: Handle With Care provides defensive tactics and behavior management training for healthcare, corrections, and education personnel. Its hands-on intervention approach is comparable to AVADE®'s Defensive Tactics System™ and Healthcare Defensive Tactics System™ products.
• ALICE Training Institute: ALICE specializes in active shooter and workplace violence response training using alert, lockdown, inform, counter, and evacuate protocols. It directly competes with AVADE®'s Active Shooter course line in the same enterprise and institutional buyer set.
• The MANDT System: MANDT provides crisis prevention and intervention training with a strong focus on healthcare, behavioral health, and educational settings. Its curriculum on de-escalation, physical intervention, and trauma-informed care competes head-to-head with AVADE®'s healthcare and behavioral health verticals.
• Crisis Prevention Institute (CPI): CPI is the most direct competitor in Nonviolent Crisis Intervention and de-escalation training, serving healthcare, education, and human services with similar instructor-led and train-the-trainer programs. Overlaps directly with AVADE®'s de-escalation and defensive tactics offerings for healthcare and security personnel.
• NAPPI (National Association of Professional and Professional Peers International): NAPPI offers nonviolent crisis prevention training to healthcare, corrections, and human services organizations. Its curriculum on de-escalation, defensive tactics, and crisis intervention directly parallels AVADE®'s methodology for frontline caregivers and security staff.

Broad incumbents

• ASIS International: ASIS International is the leading professional association for security management, providing certifications, training, and standards. It serves the same Security & Public Safety vertical as AVADE® and represents a broader incumbent ecosystem against which AVADE® is a member.
• Vivid Learning Systems: Vivid Learning Systems provides online safety and compliance training, including workplace violence prevention modules, primarily to healthcare and government clients. It is a broad incumbent in the same regulatory-driven training category where AVADE® competes.
• National Safety Council (NSC): NSC is a large nonprofit safety advocacy organization offering workplace safety, defensive driving, and first-aid training. It offers overlapping general safety training content and certificate programs for enterprise and government buyers.
• Vector Solutions: Vector Solutions operates a large-scale online training platform serving public safety, healthcare, and industrial markets with hundreds of safety and compliance courses. It represents a broad incumbent that bundles workplace violence modules into larger EHS and compliance suites, competing on procurement relationships and LMS integration depth.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/pstincorporated

Compliance1 record

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 Personal Safety Training